Taking Back Place – Communities Rising Against Overtourism

In the first of our series of articles we discussed how the visitor economy has experienced significant growth since the early 2010s, driven mainly by the rise of affordable air travel, demographic changes, the proliferation of online booking platforms, and increasing demand for unique, experience-driven tourism.

This expansion has gained further momentum post-pandemic with the Middle East (+26%) and North Africa (+21%) reporting the highest increase of international travellers for 2024 so far, while the Americas and Europe have reached 97% and 99% of the 2019-level between January and July 2024, thanks to the outperformance of Central America (+19%), the Caribbean, Southern and Mediterranean Europe (+9%), (UN World Tourism Barometer). However, as previously discussed, such growth continues to raise concerns about overtourism and sustainability, prompting a debate about more responsible and regenerative tourism practices.

Our second post focuses on the resistance tactics employed by local residents in popular destinations and the policy response such actions have elicited. From enforcing tourist caps and stricter regulations on short-term rentals, to reimagining tourism through sustainable, culturally specific approaches, these efforts are designed to balance the economic advantages of tourism with the need to protect residents’ quality of life. By exploring these initiatives, we aim to shed light on how cities are reshaping tourism in ways that benefit both the local economy and its communities, while also preserving cultural heritage and living conditions.

Red Taping Florence

Residents in popular destinations such as Florence are increasingly vocal about the negative impacts of excessive tourist numbers. Here protests were sparked during the G7 Tourism Ministers’ Meeting (13–15 November 2024). The grassroots group Let’s Save Florence staged a protest, unveiling a banner that read “speculazione in corso” (speculation in progress). While not opposing tourism outright, the group demanded stricter regulations to ensure tourism supports locals rather than benefiting corporations.

Among the actions the group took was to symbolically cover self-check-in key boxes — emblems of short-term rentals — with red tape. This prompted Mayor Sara Funaro to announce a ban on these boxes by 2025, aiming to preserve Florence’s aesthetics and security. However, the protest was instrumental in forcing the municipality to go further and plans for a comprehensive policy, aligned with UNESCO protection Guidelines for heritage sites, which aim to address overtourism and real-estate speculation, are currently being developed. Measures within this plan include seasonal rental limits and tourism zoning.

Binibeca’s Struggle with Overcrowding

Local protests have elicited the urgent implementation of measures in smaller places too. Emblematic is the case of Binibeca (or Binibeka) Vell, a village on the southern coast of Menorca, one of the Balearic Islands in Spain, constructed in the late 1960s to emulate the traditional style of building distinctive of fishing coastal villages in the Mediterranean.

The village houses around 1,000 inhabitants and was known until now for its peaceful atmosphere. However, in recent years, Binibeca has become a major tourist hotspot, attracting over 800,000 visitors annually, with summer months bringing overwhelming crowds. The narrow streets are clogged with tourists, garbage is left strewn about, private homes are entered without permission, and noisy parties spill into the streets and beaches, disturbing the once tranquil environment.

Frustrated by the disruptive behaviour of tourists and taking matters into their own hands, the local residents’ association — representing 195 property owners — has decided to act, rather than waiting for intervention from the local authorities. Inspired by other communities facing similar issues due to overcrowding, in May 2024 they threatened to close down the village if strict visiting hours were not imposed. However, as we write, following a referendum in August, the majority of inhabitants decided to reject the closure of the town to visitors for fear of damaging the local economy, and opted instead for imposing visiting hours between 10am and 10pm.

Islands Under Pressure

In the Balearic Islands, Ibiza and Mallorca are cracking down on “sun, sex, and sangria” tourism with tough new alcohol laws and fines of up to €1,500 for street drinking. The 2020 decree-law on excess tourism approved by the Balearic parliament in 2020  targets bad behaviour and promotes sustainability. In 2018 Palma de Mallorca led the charge by banning Airbnb to protect long-term local housing for residents and rein in overtourism.

Elsewhere, in the Canary Islands, residents of high tourism areas are pushing back in various ways, from using fake “closed” signs and outspoken graffiti, to implementing extreme measures such as hunger strikes. Messages such as “Go Home”, often delivered in blunt terms through signs and posters, reflect growing frustration and have forced local officials to take notice. Here protesters are demanding measures like an eco-tax, limits on tourist arrivals, a moratorium on tourism, and stricter control over tourism-related construction.

While these measures may offer temporary respite from the worst impacts of overtourism, addressing deeper systemic issues and fostering a truly sustainable tourism model will require sustained effort by both civic and political leaders and communities. The message from protesters is clear: preserving destinations cannot be solely about protecting them for future visitors. It must prioritise safeguarding and improving the quality of life for the people who call these places home.

 A Balancing Act

Barcelona is exploring new ways to involve local communities in urban planning and decision-making, moving beyond the issue of overtourism. Over the past decade, residents have increasingly expressed dissatisfaction with the current tourism model. With housing costs rising and concerns over noise pollution, street litter, and sustainability issues like water shortages and ocean contamination, local residents are voicing growing worries. Their discontent has been made visible through graffiti which mark much of the city’s urban landscape, and, more recently, through street protests and demonstrations.

In July 2024, the Neighbourhoods for Tourism Degrowth (Assemblea de Barris pel Decreixement Turístic, ABDT) — a coalition of neighbourhood and grassroots collectives comprising activists, urban planners, environmental advocates, and residents directly impacted by overtourism — organized a protest and published a Manifesto for Tourism Degrowth. The document calls for a significant reduction in tourism and advocates for reinvesting visitor-generated revenue into the local economy to benefit primarily the residents.

Members of the coalition argue that mass tourism fuels gentrification and perpetuates low-paying hospitality jobs. Among other things, the manifesto also argues for drastically scaling back tourism infrastructure and restricting short-term rentals to improve local housing conditions. It champions the idea of repurposing tourist facilities into multifunctional spaces (residential, civic, cultural, or coworking) that address both housing and community needs.

Barcelona’s mayor, Jaume Collboni, has taken on board these suggestions and is championing efforts to transition towards a more sustainable and community-centred tourism model, while moving forward with plans to phase out tourist accommodations over the next four years. As part of this strategy, the city will allow existing tourist rental licenses — currently around 10,000 — to expire by 2028. Collboni, furthermore, aware of the chronic lack of public housing in the city, is putting forward changes to ensure that 30% of new constructions are intended for such purposes.

While Barcelona’s approach to degrowth is rooted in a holistic, regenerative vision that prioritizes community well-being and sustainable quality of life, Amsterdam’s Vision on Tourism 2035  takes bold, practical steps to undo the damage of short-sighted urban and economic practices driven by over-reliance on mass tourism. From cracking down on disruptive bachelor parties and organised pub crawls, restricting river cruises, and implementing earlier closing hours for bars and clubs in the city centre, to reimagining hotels as homes or offices and redistributing tourist activity across the city, Amsterdam is reinventing its identity and reshaping its global brand for the better.

However, while reducing visitor numbers is a key priority for Amsterdam and many other destinations vulnerable to global travel fluctuations or crises, there’s no guarantee that these locations will succeed in attracting the “quality tourism” they desire — those culturally sensitive travellers seeking authentic, exclusive experiences, often with greater spending power. If such aspiration is understandable — given the overcrowding challenges big ticket destinations such as Amsterdam are facing — are we not at risk here of excluding a significant portion of travellers who could benefit from being exposed to diverse cultural experiences and the learning opportunities travelling offers?

To build a more equitable and sustainable tourism model, managing visitor numbers is crucial — but it’s not enough. Stronger government action and accountability, at every level, are key. This must go hand in hand with partnerships involving the private sector, destination management teams, hospitality providers, and, most importantly, local communities who stand to gain from fairer tourism. The ultimate goal? Testing innovative, inclusive, and culturally sensitive models that put responsible place-making at the forefront.

In our next post, we’ll explore inspiring global examples of tourism that actively transforms places, making them better for future generations. At the core of this journey is regenerative tourism — a holistic approach that doesn’t just aim to minimize harm but seeks to enrich and sustain. Central to this is the principle of place stewardship — a shared commitment between travellers and destinations to nurture the unique identity, culture, and environment of a location. It’s about fostering a lasting, symbiotic relationship where visitors engage meaningfully and give something back, while destinations flourish with renewed resilience and vitality.

 Lia Ghilardi is a renowned expert in city making and cultural tourism strategies, with extensive consulting experience in culture-led local development. She collaborates with organizations like the EU, OECD, and the British Council, as well as cities worldwide to enhance urban cultural isdentity, foster community engagement, and promote sustainable tourism.

 Bernhard Bauer is a cultural anthropologist and consultant in tourism and the cultural industries. He connects tourism, culture, and agriculture to propose creative solutions for projects funded by UNESCO, UNWTO, and the World Bank