Emerging technologies, coupled with policy changes and involvement of communities are enabling sustainable tourism
Emerging technologies, coupled with policy changes and involvement of communities are enabling sustainable tourism
AI-designed tours, immersive experiences, data-driven destinations – the future of travel is here.
Around the world, popular destinations are reeling under the impact of overtourism, that is, when an excessive number of visitors overwhelm a destination, resulting in negative impacts on the environment, infrastructure and local communities.
The problem has become more acute as international travel has increased following the COVID-19 pandemic, leading to an urgent need for innovative solutions to manage tourism more sustainably.
Emerging technologies such as the Internet of Things, artificial intelligence and data analytics are offering ways to manage tourism flows and mitigate the environmental impact of large visitor numbers.
Insta-hype, crowds and tourist bans
Social media has made previously obscure destinations really popular. Instagram and other platforms have significantly contributed to the hype around “must-see” places, often to their detriment.
While these platforms democratise travel by showcasing lesser-known spots, they also accelerate overtourism, as viral trends draw large crowds.
For example, Iceland, once considered a remote getaway, saw an influx of visitors following viral social media campaigns promoting its picturesque landscapes.
This rapid increase in tourism has led to a strain on local resources and environmental degradation, forcing the country to consider higher taxes to restrict numbers.
Popular destinations such as Venice have been forced to impose entry fees to control the influx of day-trippers, while cities such as Barcelona and resort islands such as Bali are grappling with housing crises as short-term rentals for tourists inflate property prices.
Earlier this year, the news that 4,000 trekkers – instead of the 150 allowed by the forest department – in India’s ecologically fragile Pushpagiri wildlife sanctuary in Karnataka compelled the state government to enforce a temporary ban on trekking in the area.
In May, a viral video of a traffic jam on Mount Everest sparked debate on the crowding in Himalayan region. Another video of a crowded cave in Uttarakhand raised concerns about the environmental impact of overtourism.
Overtourism poses a threat not only to the natural environment but also to the cultural and social fabric of these destinations.
In many cases, local residents are displaced, and the authenticity of cultural experiences is diminished..
The Earth Commission’s 2024 report has warned that the health and well-being of the planet and its inhabitants are at a serious risk.
Overconsumption by a wealthy minority community of ultra-consumers is pushing planetary boundaries leading to the deterioration of the global commons.
This is exactly what is happening in the case of overtourism — exacerbating climate change due to increased emissions from air travel, resource depletion, and damage to ecosystems.
Tech-enabled immersive experiences
Smart technologies are enabling better management, distribution, and conservation of tourism destinations.
European cities such as Amsterdam and Copenhagen are using emerging tech tools like IoT and AI etc to monitor real-time tourist patterns to manage overtourism.
They have started integrating technologies that can count the number of people at any given place through their head-counting public-eye system.
The system uses the city’s cameras and a computer-vision AI algorithm to monitor and predict the size, density, direction and speed of visitors in specific public spaces.
They are also using digital tools to attract tourists to visit areas beyond the city’s boundaries to encourage sustainable footprints. By redirecting visitors to less populated areas, there are trying to protect vulnerable sites.
Virtual tourism experiences are being offered to reduce the physical burden on popular tourist destinations.
Augmented reality and virtual reality provide immersive experiences, allowing people to “visit” sites such as the Great Wall of China or the Louvre without the environmental costs associated with physical travel.
These technologies offer a sustainable alternative, preserving fragile ecosystems while still delivering cultural and historical experiences.
Using blockchain technology can also provide greater transparency and accountability in tourism. Blockchain refers to a decentralised and transparent ledger system.
For instance, by tracking and verifying the environmental impact of travel, ensuring products and services meet ethical standards, enabling fair compensation for local communities, blockchain can help tourists make informed choices about hotels, flights, and activities that align with sustainability goals.
This not only empowers travellers to reduce their carbon footprint but also encourages businesses to adopt more sustainable practices.
Responsible tourism push
Besides technology, tackling the issue of over tourism also requires policy changes and local initiatives. According to the Overtourism Index 2024, three key solutions are crucial for addressing this issue.
First, by promoting lesser-known destinations and dispersing tourists, popular sites can reduce the burden on their infrastructure and environment, thereby rebalancing demand.
For example, Japan’s initiative to promote regional and rural tourism has successfully diverted visitors away from overcrowded urban centers like Tokyo.
Second, local communities can also play a crucial role in managing tourism.
Popularly known as Community Based Tourism (CBT), this process involves local residents in planning and decision-making, ensuring that the tourism infrastructure and facilities are developed in alignment with their needs, and also preserving the cultural integrity of the destination without diluting its spirit.
Third, capacity constraints can be implemented through quotas and caps on the number of visitors, and additional taxes to discourage visitors at specific sites.
All these measures require the industry and consumers, too, to abide by norms to protect the ecosystem and not disrupt the lives of local residents.
Responsible tourism requires educating all stakeholders, especially tourists on minimizing their environmental footprint, such as choosing eco-friendly accommodations, reducing waste, and respecting local customs.
The future of tourism hinges on the delicate balancing act between the three inter-connected aspects of fostering economic growth, ensuring environmental justice and cultural sustainability.
Dr Ritu Chhikara is Associate Professor of Marketing and founding member, Centre for Sustainability Research and Advocacy (CSRA) at BML Munjal University, Haryana.
Kamala Kanta Dash is a core team member at the CSRA, and a Research Scholar, School of Management, BML Munjal University.
Originally published under Creative Commons by 360info™.