When Noel Josephides heard about the protests across Spain during the peak summer season and the backlash against billionaire Jeff Bezos' wedding in Venice, Italy, last May, his first thought was, "I told you so."

Josephides is the chairman of Sunvil, a British travel company that has been arranging holidays for affluent travelers since 1970. Over 10 years ago, he predicted the overtourism crisis: the rapid expansion of budget airlines combined with the rise of short-term rentals on Airbnb, attracting huge numbers of tourists, driving down prices, and ushering in the era of cheap mass tourism.

This summer in Europe stands in stark contrast to the tranquility of 2020. During the pandemic, many destinations promised to "rebuild tourism sustainably." But as soon as restrictions were lifted, everything reverted, exacerbated by the wave of "revenge travel."

The deserted Las Ramblas during Covid-19. Photo: AFP

The deserted Las Ramblas during Covid-19. Photo: AFP

For some, the memory of lockdown has become a cherished one.

"I remember walking near Las Ramblas and hearing the birds singing, the church bells ringing," said Maite Domingo Alegre, a Barcelona resident. She hadn't noticed the bells before and now never hears them over the tourist-generated noise.

Domingo Alegre, an English teacher, lives in the historic center near Barcelona Cathedral and works near Las Ramblas. Tourism in Barcelona is no longer seasonal but a year-round, 365-day affair, with tourists outnumbering residents many times over.

In Venice, Italy, a similar story unfolds. Local musician Ornello, in his latest music video, portrays an astronaut lost in a sea of people. In real life, under his real name Alessio Centenaro, he feels like a stranger in his own hometown. Whenever he cycles on Sunday, he's surrounded by hundreds of tourists. "That's when I realized I was the stranger," he said.

From "secret" to overcrowded

For half a century, Josephides has witnessed tourist destinations transform from charming to overcrowded. He explains that the trajectory is almost always the same: a travel company discovers a little-known area and adds it to their tour list. The first few seasons are a "golden age": tourists enjoy the tranquility, and locals welcome the extra income.

But then word spreads. A budget airline takes a chance and opens a route to the less-known location. The following year, competitors rush in, afraid of missing out. The result: the "secret destination" quickly becomes overcrowded, tourists seek new "undiscovered lands," and the cycle repeats.

Tourists crowd the streets of Venice. Photo: AFP

Tourists crowd the streets of Venice. Photo: AFP

Josephides says the Greek island of Samos is the next "candidate." This year, there's only one direct flight a week from the UK. But next year, TUI has scheduled Thursday and Sunday flights, and Jet2 is adding four.

Even popular destinations become victims of their own appeal. Airports in Corfu and Crete, Greece, are now overwhelmed by the sheer volume of flights. Budget travelers tend to stick to well-known spots, concentrating cheap flights to a few locations. "The locals are right to protest because things have gotten out of control," Josephides said.

The campaign against overtourism

Pedro Homar, Palma's director of tourism, understands this pressure. He's caught between poorly behaved tourists and residents demanding action.

"We need to ensure sustainable tourism. Our economy depends on it, so if it's not sustainable, there's no future," he said.

After the pandemic, Palma stopped direct advertising. Instead, the city launched image campaigns, even using advertisements to condemn uncivilized behavior in some resorts.

In 2022, Palma limited the number of cruise ships docking each day to a maximum of three (although the port can accommodate 6). Barcelona followed suit, announcing it would close two of its seven cruise terminals from 2026. The city banned Airbnb and short-term rental apartments in the central residential area, setting a limit of 12,000 hotel beds: to open a new hotel, another must close.

Palma also established a 50 million euro fund to buy and eliminate outdated hotels, typically budget-friendly options that attract mass tourism.

Many destinations have long used high fees to deter mass tourism. Bhutan charges a 100 USD daily "sustainable development" fee. Rwanda sells gorilla trekking permits for 1,500 USD per person. Venice imposes a 10 euro fee for day-trippers, but residents criticize this for turning the city into a playground for the wealthy.

Homar believes destinations have the right to choose their visitors, much like choosing guests for a dinner party. They want to welcome tourists who respect their culture, lifestyle, and traditions. "If you come without respect, then sorry, we don't need you," he said.

Josephides is more blunt. "They don't want poor tourists anymore. It sounds cruel, everyone has the right to a holiday, but the numbers are spiraling out of control," he said. Currently, most European destinations are only limiting visitor numbers, not eliminating the budget segment entirely.

Ruben Santopietro, CEO of Visit Italy, argues that regaining residents' goodwill is as important as crowd control. A city with unhappy residents won't function properly. He warns that Rome, Florence, and Naples are nearing their breaking point with tourists.

"Destinations can recover, but it takes time. It's much easier to control from the beginning than to correct mistakes later," said Professor Estrella Diaz Sanchez of the University of Castilla-La Mancha, Spain.

Anh Minh (CNN)