How Tourism Boards Are Tackling Overtourism in 2026

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Overtourism, the phenomenon where visitor numbers overwhelm destinations’ capacity, reached critical levels in 2025, with global international arrivals surpassing 1.5 billion—exceeding pre-pandemic figures by 4%, according to UN Tourism data. This surge has prompted protests, environmental degradation, and strained local infrastructure in hotspots from Europe to Asia. As 2026 approaches, tourism boards and authorities worldwide are implementing targeted strategies to curb these issues, focusing on visitor caps, entry fees, sustainable practices, and community-led initiatives. This report draws on statements from 15 key leaders, highlighting their plans, alongside recent tourism numbers that underscore the urgency.

While strategies vary by region, a common theme emerges: shifting from quantity to quality tourism.

“We must prioritize high-value, low-impact visitors to ensure long-term sustainability,” said Zurab Pololikashvili, outgoing Secretary-General of UN Tourism, in a 2025 address.

Below, we examine regional approaches through the lens of industry leaders.

Europe: Frontline Battles with Fees and Caps

Europe, which welcomed over 700 million international visitors in 2025 (up 7% from 2024), remains the epicenter of overtourism debates. Authorities are deploying entry fees and cruise limits to redistribute visitor flows.

In Venice, Italy—where 20 million day-trippers and overnight guests flooded the city in 2025, leading to a 5% rise in housing prices—Mayor Luigi Brugnaro has expanded the day-trip entry fee program. “The fee is not about making money but protecting our fragile city from mass tourism’s erosion,” Brugnaro stated in a December 2025 press conference. For 2026, the fee will increase to €10 on peak days, with exemptions for residents and workers, aiming to reduce day-trippers by 20%.

Amsterdam, Netherlands, saw 20 million visitors in 2025, prompting Deputy Mayor Hester van Buren to announce a ban on new hotels and a cap on overnight stays at 20 million. “Overtourism is choking our canals and communities—we’re prioritizing residents’ quality of life,” van Buren said in an October 2025 interview with Euronews. Cruise ship arrivals will be halved to 100 in 2026, down from 190.

Barcelona, Spain, hosted 12 million tourists in 2025, fueling anti-tourism protests. Deputy Mayor Jordi Valls explained the city’s approach: “We’re suspending new vacation rental licenses to reclaim housing for locals,” he told The Guardian in November 2025. With tourism contributing 14% to GDP but displacing 10,000 residents annually, Barcelona plans a 10% tax on short-term rentals in 2026.

In Dubrovnik, Croatia—overrun by 1.5 million cruise passengers in 2025—Mayor Mato Frankovic has capped cruise ships at two per day. “Our UNESCO walls can’t withstand endless crowds; this limit will preserve our heritage,” Frankovic remarked at a 2025 UNESCO conference.

Santorini, Greece, received 3.4 million visitors in 2025, straining its 15,000 residents. Mayor Nikos Zorzos announced cruise passenger caps: “We’ll limit daily disembarkations to 8,000 to protect our caldera and way of life,” Zorzos said in a September 2025 statement to Reuters.

Edinburgh, Scotland, with 5 million visitors in 2025, will introduce a 5% accommodation tax in 2026. Fiona Campbell, CEO of the Association of Scotland’s Self-Caterers, noted: “This levy will fund infrastructure without deterring genuine travelers,” in a December 2025 interview with The Scotsman.

Iceland, which saw 2.3 million tourists in 2025, is emphasizing off-season travel. Sigríður Dögg Guðmundsdóttir, Head of Visit Iceland, stated: “We’re promoting shoulder seasons and remote areas to distribute 2.5 million expected visitors in 2026 more evenly,” during a 2025 Nordic Tourism Forum.

Asia: Sustainable Models and Visitor Limits

Asia’s tourism boom—600 million arrivals in 2025, up 15% from 2024—has prompted innovative responses, from high-value models to entry fees.

In Bali, Indonesia, 6 million tourists in 2025 overwhelmed infrastructure. Head of Bali Tourism Office Ida Bagus Agung Partha Adnyana introduced a $10 entry fee: “This revenue will fund conservation and cultural preservation amid rising visitor numbers,” Adnyana told CNN in August 2025.

Kyoto, Japan, hosted 50 million visitors in 2025, leading to a doubled accommodation tax. Mayor Daisaku Kadokawa said: “The increase to ¥1,000 per night will support public transport and heritage sites,” in a November 2025 press release.

Thailand welcomed 35 million tourists in 2025. Tourism Authority Governor Thapanee Kiatphaibool announced quality-focused campaigns: “We’re shifting to high-spending, respectful travelers to manage crowds in Phuket and Bangkok,” Kiatphaibool stated at the 2025 ASEAN Tourism Forum.

Bhutan, with 150,000 visitors in 2025 under its “high value, low volume” policy, raised its Sustainable Development Fee to $200 per day. Director General of Tourism Council Dorji Dhradhul explained: “This ensures tourism benefits our communities without compromising our environment,” in a 2025 interview with National Geographic.

Americas: Regenerative Tourism and Caps

The Americas saw 200 million international arrivals in 2025, with overtourism hotspots adopting regenerative approaches.

Hawaii, USA, received 10 million visitors in 2025. Hawaii Tourism Authority President John De Fries promoted “malama” (caregiving) initiatives: “Our 2026 plan emphasizes volunteer tourism to restore ecosystems overburdened by crowds,” De Fries said in a October 2025 HTA report.

Machu Picchu, Peru, attracted 1.5 million tourists in 2025. Mayor Darwin Baca capped daily entries at 2,500: “This limit protects our Inca heritage from erosion caused by excessive footfall,” Baca told AFP in September 2025.

Mexico City, with 12 million visitors in 2025, is addressing overcrowding in historic areas. Tourism Secretary Josefina Vázquez Mota announced zoning restrictions: “We’ll implement timed entries for sites like Teotihuacan to manage flows,” Vázquez Mota stated at a 2025 tourism summit.

Oceania and Africa: Community-Driven Solutions

Oceania and Africa are focusing on community benefits amid growing numbers.

New Zealand’s 3 million visitors in 2025 prompted CEO of Tourism New Zealand Rebecca Ingram to reinforce the Tiaki Promise: “Visitors pledge to care for our land—our 2026 campaigns will enforce this to prevent overtourism in places like Milford Sound,” Ingram said in a November 2025 press conference.

In Mombasa, Kenya—recording 2.4 million international arrivals in 2024, with 2025 projections at 2.6 million—Minister for Tourism, Culture, and Trade Mohamed Osman outlined plans: “We’re developing eco-taxes and stakeholder councils to address litter and overcrowding,” Osman told Fodor’s in 2025.

As these leaders demonstrate, 2026 marks a turning point for global tourism. With strategies projected to reduce pressure on hotspots while generating sustainable revenue—estimated at $100 billion from fees alone— the industry aims for balance. However, success hinges on enforcement and international cooperation.

This report highlights the collective resolve to transform overtourism’s challenges into opportunities for resilient, equitable travel.

Travel Tip: Before planning trips to popular destinations, check official tourism board websites for 2026 entry requirements and support local initiatives by traveling off-peak or choosing community-led tours.

This report compiles publicly available data, official statements, and press reports from various tourism authorities and news sources as of January 2026.