Overtourism in Europe: a viral phenomenon of culture, social media and consumption

The term “tourism” originated in Great Britain during the early 19th century, linked to the “Grand Tour” tradition, where British aristocrats engaged in cultural exploration across Europe starting around 1720. The evolution of tourism has shifted from personal journeys to a mass industry, exacerbated by social media and global travel options.

Overtourism, characterized by excessive visitation harmful to the environment, local communities, or visitor experiences, has escalated particularly in Europe since the late 20th century. According to the Directorate General for Enterprise, the number of international tourists is projected to rise from 416 million in 2005 to 747 million in 2024, a 180% increase attributed to cheaper travel and evolving lifestyle preferences.

While tourism can economically benefit certain regions, it poses serious challenges including environmental degradation and cultural disruption at popular sites. Media reports and public feedback highlight the consequences of overtourism on local communities. The phenomenon is further fueled by the pervasive influence of social media platforms like Instagram and TikTok, where travel content generates significant interest and encourages increased visitation.

Filming projects for streaming platforms can also trigger surges in tourist numbers, prompting concerns among local authorities about maintaining the integrity of sites. This rapid rise in mass tourism is altering landscapes and the lives of local residents.