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In my last article, I wrote about the disparity between fees charged to locals and international tourists in certain travel destinations. Following on from that (which I promised to do) I would like to talk about another hot issue affecting many popular tourist destinations – that of “over-tourism”. Of course, over-tourism is itself one of the primary reasons for the price disparities between locals and tourists as it is seen as one way to deter visitors, and other measures taken (something else that I have touched on before) are various types of taxation charged to tourists. Firstly though, let’s take a look at how big a problem over-tourism is and where it is mostly a problem – and then consider if South Africa, also a preferred international destination, but not one that really experiences over-tourism, can benefit from this.
Where is it a problem?
Europe is the primary area where several territories are feeling the pinch from over-tourism. Just two strong examples are Amsterdam and Barcelona in Spain, but there are others too, like Portugal and Greece, and an interesting Skift article I happened upon had this to say, “With over 23 million visitors in 2023, Amsterdam is one of the most-visited cities in the world and it’s popularity continues to increase. But now, the city wants fewer tourists, said Amsterdam Deputy Mayor Sofyan Mbarki. “It’s about behaving, decreasing visitor numbers and bringing a balance back in our city”, It appears plans are taking shape which involve more limits on cruise ships, fewer short-term rentals and hotels, and a blatant message to tourists is their “Stay Away” campaign! The same article talks about Barcelona saying, “There are global steps to combat over-tourism. Most recently in Barcelona, thousands have protested, and some protestors sprayed tourists sitting at restaurants with water guns”. I think this is extreme but their “Tourists Go Home” campaign is also driving home the message.
And what of SA?
Well, in South Africa, itself a preferred international destination, we don’t yet have to deal with these kinds of issues, although in Cape Town and some of our other hotspots in peak season we are already at risk and need to be cognisant of how we manage over-tourism there. Our growth in the last few years has been phenomenal, so over-tourism in the future is a possibility. To illustrate this, in an article by the “Daily Investor”, Tourism Minister Patricia de Lille said, “South African tourism grew by 9.7% to about 3.8 million arrivals between January and May, compared with a year ago. The nation saw a notable increase in visitors from Asia, Europe, America, Africa and the Middle East, with countries such as Ghana and Kenya showing strong improvement following a visa waiver program”.
The point is however, until we have the kinds of problems being experienced in Europe, can we as an industry benefit from their dilemma? Well, I believe so, with a concerted effort to redirect international tourists to our beautiful country as an alternative destination offering unique and unforgettable experiences. Marketing campaigns need to convince travellers, particularly from the USA, UK and Europe that although we may be a long-haul destination their currency goes so far here in South Africa that, despite the larger airfares, they will pay no more than visiting other areas for their whole experience. It is also certainly a better feeling to be welcomed with open arms than to be openly discouraged from being here!
The wonderful women of travel
Just as a side note, and totally unrelated to the topic, as we celebrate Woman’s Day this month with a number of activities and events, I would personally like to recognise and acknowledge all the strong, resilient, entrepreneurial women in our industry – and indeed all those women who are proud Mothers and caregivers, for making such a significant contribution to their communities, being it work, home or family community – thank you for your devotion and care.
LIDIA FOLLI
CHIEF EXECUTIVE OFFICER
