Protests and Progress in Tourism

Last year's anti-tourism protests drew global headlines. This summer, the tensions are back – but so are ideas to fix the system.

Thousands of people have taken to the streets in the Canary Islands this year to protest mass tourism. Now, a new wave of anti-tourism protests is being planned across southern Europe later this summer. You could be forgiven for feeling that nothing has changed since last year when frustration over crowded cities, soaring house prices and bad traveller behaviour erupted into public anger.

Change in the tourism industry is often slow, requiring consensus from a broad range of stakeholders as well as time to implement schemes. But signs of progress are emerging. Across Europe, a slew of new initiatives is aiming to balance tourism with the needs of local residents – addressing the environmental, social and economic pressures created by overtourism.

Thanks to screaming headlines and greater awareness of the issues, travellers are becoming increasingly conscious of their impact. Meanwhile, local communities have ramped up pressure on authorities to take meaningful action. Here's how three destinations are responding with new ideas for a more sustainable travel season.

Switzerland: Investing in trains and taxes

Switzerland's national train network will be run completely on hydroelectric power this year as part of its new Swisstainable strategy that aims to distribute tourism more evenly across the country and calendar. With its ski seasons threatened by warming temperatures and its glaciers vulnerable to collapse – as seen in the recent tragedy in Blatten – Switzerland knows all too well the importance of balancing tourism and the environment. The landlocked nation is focussing on public transport; it has some of the most public transport-accessible mountains in the world, with mountain trains servicing their peaks for more than 150 years. The Swisstainable website offers 33% off public transport when booking a sustainability-certified Swisstainable hotel, or 25% off for any stay in a Swisstainable hotel.

Spain: Using data to redirect tourists

Spain has been the focus of much of the overtourism debate over the last two years, and continues to be hugely popular as the number one destination for British tourists in 2024 and the second most-visited country in Europe. But amid growing concern about overtourism – especially in the Canary and Balearic Islands – the country is acting fast.

Already this year, it has called for the removal of nearly 66,000 unregulated Airbnb listings and pulled back on social media influencer campaigns that bring selfie tourists to its small and easily overwhelmed beaches. And there's more.

"We are working with a sustainable tourism model leading with smart technology," said Jessica Harvey, head of press at the Spanish Tourist Office. "We have developed a digital platform that monitors how many people are on beaches, as well as the air quality, sea temperatures, weather and even jellyfish in the water."

Berlin: Rewarding sustainable tourists

Hot on the heels of last year's CopenPay initiative in Copenhagen – which has been extended and enhanced for summer 2025 – Berlin is developing its own set of rewards for sustainable tourists.

"The aim is to use targeted incentives to make sustainable behaviour more attractive to guests," explained Sabine Wendt, CEO of visitBerlin. "These could include free guided tours, discounts or admission to attractions if our Berlin guests take part in planting or waste collection campaigns next year."

- Author: Laura Hall, BBC

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