A fresh wave of protests against overtourism is worrying the European tourism industry, as demand for last-minute bookings is high ahead of the peak summer season. Protests by residents in popular tourist destinations could affect travel decisions, according to tourism officials and tour operators.
Last weekend, mass demonstrations took place in tourist hotspots in southern Europe, including Barcelona, ??Palma, Ibiza, Lisbon, Granada, Genoa, Venice, Palermo, Milan, and Naples. Protesters are protesting the impact of mass tourism on local communities, access to housing, and quality of life.
Although the organisations involved in the European Set Alliance have expressed their intention to take “coordinated action”, a spokesman for the anti-tourism group ABDT in Barcelona said that no joint action was planned for the summer.
However, there is concern in the tourism industry. Jet2holidays chief executive Steve Heapy expressed fears that increased media coverage of the protests was reinforcing the feeling that tourists were not welcome. “If customers read about protests targeting holidaymakers, they will think twice before booking their holidays,” he said.
Jet2 had repeatedly warned governments about the issue, attributing the social backlash to the “uncontrolled growth of unlicensed tourism”. Vim Vithaldas, chief commercial officer of Travel Network Group, echoed this sentiment, noting that Airbnb-like platforms are expanding into areas that are not prepared to welcome mass tourism.
The discussion about the protests already appears to be affecting consumer behavior. According to travel agents, some customers are expressing hesitation. Ryan Lambton, a consultant at Hays Travel, said several customers had asked him to reconsider their choices, while Karl Douglas of Beverley Travel noted that “there is a feeling that they are not welcome and that is affecting bookings.”
Caroline Thorne, head of East of England Co-op Travel, said customers were talking more about the anti-tourism protests than about geopolitical developments such as the Israel-Iran conflict. “The possibility of being in a protest or being asked to leave seems to be more of a concern than the conflict,” she said.
Sandra Mutter, director of Andara Travel, said searches for destinations such as Dubai and Jordan were continuing, while demand for destinations such as Mallorca was down due to the recent incidents.
ABTA, the UK’s association of travel agents, said it had prepared information material for its members to manage relevant questions from customers.
At the same time, tourism organisations such as the Spanish Tourist Office and Visit Portugal are trying to manage the pressures of mass tourism by promoting less popular areas and longer stays outside peak periods.
Last-minute bookings on the rise
Amid these concerns, the market is seeing a dramatic increase in last-minute bookings. According to John Sullivan of Advantage Travel Partnership, bookings for travel within the next 12 weeks are steadily increasing, with travellers responding positively to tour operators’ offers.
Despite the increase in bookings, prices remain high, as Francesca Mendola of Global Travel Collection UK notes: “The market is competitive, but it is still expensive. Customers are waiting for the last discounts before booking.”
Paula Gleeson of Seaside Travel said that customers are requesting departures within the next few days, taking advantage of the opportunities offered by the market without imposing significant discounts.
This summer seems to be dominated by a strong dynamic – on the one hand, demand is being boosted by attractive offers, but on the other hand, the image of protests and social discontent may act as a deterrent for some travellers. The challenge for the tourism industry is to manage this delicate balance, protecting both the tourist experience and the quality of life of local communities.
