Overtourism

2023 taught us a lot when it comes to overtourism. The community and environmental impacts of too many tourists and overcrowded sites remain the same. However, as new licensing and tax rules for self-catering properties are imposed, some local communities are seeing big economic impacts. We recognise the problems are nuanced and our approach needs to informed and adaptable.

Travel Better

In 2023 we launched our #travelbetter campaign to inspire more people to travel consciously during the height of summer. We partnered with Belgian photographer Natacha de Mahieu who created images that show how crowded our most popular locations become in peak season. The message was clear. Travelbetter this summer.

1. Love the journey 

Take your time on trains and buses, knowing that you aren’t part of the traffic problem and relaxing as the scenery slides by.  

Find inspiration for a flight-free adventure >

2. Unearth hidden beauty 

Find a new destination or explore deeper into an old favourite, it’s so much more rewarding than hitting the hotspots. 

Find slow travel inspiration in our latest guide >

3. Embrace all the seasons

Travel off season to give local communities a sustainable economy and you more chance of finding empty trails and seats by the fire!

See the Isle of Skye in the snow >

4. Taste local 

Eat, shop and even forage locally, because nothing puts you in touch with a place like experiencing the flavours of its produce and traditional cuisine.  

Read Gill Meller’s food and drink guide to Dorset >

In 2023 we said we would…

Hold two national overtourism forums, and we…

  • Began with a series of interviews with people and organisations in The Lake District, including University of Cumbria, The Friends of The Lake District, Cumbria Tourism and our accommodation owners
  • Reflected on what we have learnt. Overtourism affects places very differently, problems are nuanced and lack of data makes it harder to address
  • Managed only one destination this year, but intend to replicate somewhere else early next year to explore the similarities and differences

Raise awareness about the problems overtourism cause, and we…

  • Worked with artist Natacha de Mahieu and ran an overtourism campaign, using image layering to show how crowded our most popular destinations become at peak times
  • Took out an advert on a large billboard at Liverpool Street Station on the busiest travel day of the summer to share these images
  • Launched with advice on how guests should ‘Travel Better’ this summer

Celebrate new destinations and encourage guests to visit other places, and we…

  • Led our ‘Wild Weekends’ series with Jack Harries choosing less-travelled destinations, such as Herefordshire and Monmouthshire
  • Recognised telling people to completely stop visiting destinations wasn’t the answer. Instead we created guides to spread the impact of tourism in these places, such as our ‘Slow Guide to the Isle of Skye’, highlighting the challenges and encouraging people to visit in a different way and at different times of year

Next year we will…

  • Review our destination caps
  • Hold at least one more series of interviews in a new destination
  • Use insights and community engagement from our interviews to decide upon the most useful academic research, then tender two universities to conduct this research