While mass tourism is known to boost local economies and increase employment through consumer spending within the hospitality industry across hotels, restaurants, and local attractions, the influx of tourists can also lead to the overcrowding of popular areas leading to the potential deterioration of local infrastructure and historical sites. However, it is the increased cost of living as a result of Spain’s rising tourism that saw locals take to the streets.

This year, Spain witnessed an influx of mass tourism which in turn reported an increased demand for goods and services that drove up prices, making it more expensive for locals to live in their own communities. Starting off in Barcelona, Mallorca and the Canary Islands, Spain was just the start of what would soon described as the European “epicenter for anti-tourism protests this summer” according to CNN which reported protesters in popular tourist areas of Barcelona spraying unsuspecting tourists with water pistols.

Europe’s Influx of Mass Tourism

CNN also reports that rentals have increased by 68 percent over the past 10 years in Barcelona, according to the city’s mayor Jaume Collboni — a pattern that is mirrored across other European cities. While the news source reports that the protests in Barcelona do not reflect the complete reality of Spain or Europe, the ongoing clash between tourists and residents could be a “broader reflection of tourism that is not sustainably managed”. The resentment stems from locals not receiving the benefits from the tourism that they see alongside the growing issue of rising rents and house prices. In Italy, reports of mass tourism are said to have caused the closure of healthcare services and the replacement of neighborhood shops with souvenir shops amid surging house prices along Italy’s canal city.

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Taxing the Tourist

So what can we expect as a result? Tourist taxes, entrance fees, and rising prices for tourists. One example of this has been the success of a temporary entrance fee, designed to regulate tourist numbers, according to officials in Venice. The new EUR 5 (about USD 5.4) tourist charge, which began on 25 April and concluded on 14 July, brought in approximately more than EUR 2.4 million (about USD 2.6 million). According to findings from CNN, the current tourist tax is Barcelona’s third-largest source of funding, raising about EUR 100 million (about USD 108 million) last year from cruise passengers — who pay EUR 6.25 (approximately USD 6.8) to enter the city — and other visitors who stay in hotels and other tourist lodgings.

Surging visitor numbers have all but driven locals out of cities resulting in a situation that a UNESCO official described as “totally out of balance” according to the Guardian with calls for a recalibration of the current business model.

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What Does Sustainable Tourism Look Like?

Tourism should not come at the expense of local communities particularly with regard to the affordability of housing. As the Financial Times reports, Greece has made strides to crack down on short-term holiday rentals and cruise ship traffic “as part of a set of measures to curb excessive tourism in the Mediterranean country”. While Greece’s economy is highly dependent on tourism, tourism “must also pay its special share of social returns,” said Greek prime minister Kyriakos Mitsotakis.

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Ensuring that local communities benefit directly from tourism revenue is crucial. This includes encouraging off-season travel, promoting eco-friendly accommodations, and supporting local businesses. While it may be an idealistic solution, profits from tourism should be invested back into public services, improving infrastructure and programs that support local businesses and cultural initiatives so that local communities can experience the direct benefit from the nation’s tourism revenue.

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Next, perhaps instead of discouraging tourists from entering the country, there could instead, be campaigns to “redirect” tourists to explore less-visited areas as a means to help distribute the economic benefits of tourism more evenly across Mediterranean cities. Highlighting lesser-known destinations and attractions can alleviate pressure on locals living within popular spots and provide a more diverse experience for visitors. The rise of social media and influencer culture has led to overconcentration of tourism in specific areas during peak periods. Ultimately, governments within popular Mediterranean countries involve residents in tourism planning and decision-making to ensure that their needs are addressed while also building a sense of ownership and cooperation between locals and tourists. Similarly, landlords have no incentives to lease their properties to locals when they can switch to long-term rentals and inflate their prices during peak holiday seasons.

One way to overcome this could be by providing tax breaks or deductions to landlords who commit to long-term leases as a means to offset the lower profit margins or enforcing short-term rental regulations to reduce the appeal of short-term rental options and encourage landlords to opt for stable long-term leases. Lastly, legal aid, tenant unions, and advocacy programs can strengthen legal protections and support services for renters to ensure that locals have fair access to housing and are not displaced by the influx of short-term tourists.

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So what does a projection on sustainable tourism look like? In an effort to maintain cultural heritage while simultaneously not losing out on tourism, revenue should be channeled toward local communities via the funding and promotion of projects that aim to preserve historical sites, traditional festivals, and local customs. By prioritising local artisans and craftsmen within the tourism sector, communities can showcase traditional skills and products, enhancing their cultural significance while providing economic opportunities for residents. This also allows tourists to indulge in authentic experiences that highlight genuine local culture and traditions. This helps visitors gain a deeper understanding and appreciation of the community they are travelling to and can lead to a more respectful and sustainable interaction between tourists and locals.

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