In 2024, global tourism hit a turning point. Once popular destinations like Japan, Venice, Seville, and Istanbul began combatting over-tourism with bold measures to preserve local culture, communities, and environments.

 

In this new landscape, travelers are seeking meaningful, off-the-beaten-path experiences over commercialised itineraries. Creative marketing campaigns are rising to the challenge, promoting sustainable tourism while encouraging visitors to make a positive impact on the places they explore.

 

For brands in travel and hospitality, the path forward means:

→ Adopting sustainability practices that minimise environmental impact.

→ Promoting lesser-known destinations to alleviate pressure on overcrowded hotspots.

→ Supporting local communities economically and culturally, ensuring tourism benefits everyone.