Filenews 17 February 2026
Last summer, a French tabloid newspaper revealed - through a "trap" - that in some of Paris's most touristy cafes, Americans (or at least journalists who impersonated Americans) paid up to 50% more than locals for the same coffee or croissant. For many travellers, who believe in the "inalienable right of the tourist to live like a local", this seemed like a challenge. Parisians, however, who in the summer of 2025 were protesting against the conversion of their city into Disneyland, seemed almost indifferent.
What if the cafes did the right thing in the end? On January 20, the UN announced that international tourist arrivals on a global scale reached 1.52 billion in 2025, almost 4 percent higher than the 2019 record. More than half of the travellers headed to Europe. With cities buckling under the pressure of massive tourist "waves", more and more people are looking for ways to make tourism sustainable. Charging tourists and locals with different prices may not be a "scam", but part of the solution.
Overtourism is not a new phenomenon. But it became more acute after the pandemic, as the so-called "revenge travel", the revenge for the lost years of lockdowns, skyrocketed demand and brought a dynamic return for airlines and cruise businesses. In a world of uncertainty, Europe acts as a "safe haven". "It's the last area where people feel comfortable," says Professor Stefan Gesling from Linnaeus University. "There is security, institutions, predictability. It's an ideal destination."
At the same time, the top destinations fall victim to their own success. Almost half of Germans have visited Italy at least three times in their lives. Paris "is always a good idea" as a getaway destination. Short-term rental platforms, cheap airfare, and social media have turned entire neighbourhoods into photoshoot backdrops. Museums and archaeological sites have experience in crowd management, but smaller and more "local" spaces are suffocating.
Aurora Pedro Pinto, manager of the Livraria Lello bookstore in Porto, Portugal – which receives 1,2 million. visitors annually – says that the problem is not the number of visitors: "It's the lack of cultural depth". Tourists want the photo, not the experience.
Feel
We usually interpret the concept of overtourism as overcrowding on the Mona Lisa or the walls of Dubrovnik. In essence, however, it is the feeling of the residents that mass tourism degrades their lives. Traditional shops are closing and being replaced by "lifeless" shops selling souvenirs or serving ice cream, as well as shops-attractions. A viral video on TikTok can "burn" a local restaurant in one night, driving locals away. Real estate purchases are distorted by the logic of Airbnb.
In Paris, the Shakespeare and Company bookstore, which once received 30 people a day, now hosts 2,000–3,000 visitors daily. "You can't have authentic interaction when you have to talk to 2,000 people a day," says owner Sylvia Whitman.
Reactions are escalating: demonstrations in major cities, with tourists being attacked with... water pistols, as in Barcelona. But the solutions are complex and often conflicting. Price increases or access limits help with management, but they can intensify demand, sending the message that the destination is "worth it."
In Venice, the entry fee did not substantially reduce the crowds flocking to the area. In Bhutan, high daily fees kept tourism in check, but now as the exclusive privilege of those who can pay. The increase in air fares mainly affects those who travel infrequently, while 1% of the population makes 50% of the flights.
The key term in the discussion is "dispersion": not less tourism, but less concentration in tourist "peak" points. In the Faroe Islands, authorities incorporated lesser-known spots into rental car navigation systems. Visitors thus feel more "like locals" and the benefits are shared.
The technology that sparked overtourism may also be the tool to stop it: sensors, real-time data, crowd alerts, and even AI that pushes travellers to less saturated places.
But overtourism becomes explosive when the economic benefits are not visibly reflected in the lives of the locals. In Spain, arrivals have increased by 80% since 2010, yet real wages have fallen. Cruises bring in thousands of visitors daily, with limited consumption. Booking and short-term rental platforms absorb a significant portion of the value.
Airbnb is in the crosshairs, with Barcelona abolishing tourist rentals. But experts point to the delicate balance: the original idea - accommodation in houses rather than hotels - could help the region. Today's reality, however, only shrinks the supply of housing.
Measures
"The problem is generally not too many tourists, but too many tourists in the cities," says Professor Noel Salazar. Nevertheless, changing behaviour is extremely difficult. People on vacation act emotionally, not rationally.
And yet, only 2–4% of the world's population travels internationally each year. As the global middle class grows, the pressure will increase. "There is only one Paris and only one Venice," reminds Gesling.
Researchers agree on one thing: when overtourism is consolidated, it is difficult to reverse. Radical measures may be needed – from restrictions and monetary fees to more expensive travel. What if we travelled less frequently and more consciously?
The question remains open. But the bill has already started to come.
Adaptation – Editing: George D. Pavlopoulos
