Every year at the U.S. Tour Operators Association (USTOA) Annual Conference and Marketplace, held last month in Phoenix, the organization announces the results of a member survey, and one of the questions is about the global risks that threaten the travel industry. As in previous surveys, members said they were most concerned about terrorism this year, but the response was smaller than in the past: Only 17 percent were “extremely concerned” about terrorism, while in 2016, that number was 59 percent. Tied for second on this year’s list was political instability and, for the first time ever, overtourism (both at 13 percent).
The fact that overtourism is now a top concern for travel suppliers is an indication that attitudes are changing. Several USTOA board members pointed out that overtourism is not a competitive issue — it’s something on which all suppliers can collaborate. They said that, while destinations often need to take the lead in combating overtourism, tour operators should stand ready to help in whatever way they can. Plus, as Terry Dale, president and CEO of USTOA, remarked, the situation strikes at the very core of the travel industry.
“When you see locals in Barcelona, Spain, or any other destination, with signs that say, ‘No more tourists,’ that punches at the heart,” Dale said. “Nothing hurts me more than to see local residents who feel that our industry has damaged their quality of life. So, we need to find the right balance.”
In this issue’s cover story (“Touring Under-the-Radar Europe,” page 22), we look at great European destinations that may be off the beaten path for most travelers. Not only do places such as the Balkans and Scandinavia offer visitors an amazing vacation, but traveling there avoids some of the crowds one might find in more well-trodden spots. This provides agents with a win-win situation — alleviating overtourism while giving clients bragging rights as they discover a new European gem.
It’s a good sign when industry leaders recognize they are facing a common threat. Next, we all need to come together and do our part to improve the travel experience for visitors and locals alike.
