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Challenges and solutions for modern tourism

In recent years, the rise of social media, particularly Instagram, has fundamentally transformed tourism trends and behaviors. Known as Insta-tourism, this phenomenon reflects a new mode of travel where destinations are sought primarily for their aesthetic appeal as seen through social media lenses. However, this shift has exacerbated two interconnected challenges: overtourism and Disneyization, both of which threaten the sustainability, authenticity, and cultural integrity of iconic locations. This article explores these issues, analyzing case studies from Naples, Kyoto, and Santorini. The first is the city where I was born and raised. The second, Kyoto, is one of my favorite cities in Japan, the country where I live. I have selected the third, Santorini because I love Greece and it is my favorite travel destination.

https://www.nationalgeographic.com/travel/article/what-is-overtourism

Instagram has become a powerful driver in modern travel. With over one billion monthly users, the platform inspires travel decisions through curated images that highlight visually appealing destinations. Influencers with massive followings amplify this trend, showcasing spots like the cliffside views of Santorini, Kyoto’s cherry blossoms, or Naples’ historic streets. This desire to replicate “Instagrammable” photos has accelerated tourism to specific destinations, fueling a social phenomenon driven by FOMO—the fear of missing out. According to CNN, this behavior often prioritizes image collection over authentic experiences, with travelers visiting locations solely to capture photos rather than immerse themselves in the destination’s culture.

https://edition.cnn.com/travel/social-media-tourism-effect-scn-wellness/index.html

Insta-tourism, while beneficial in promoting lesser-known locations and boosting local economies, comes with significant downsides. Overcrowding strains infrastructure, damages the environment, and often erodes the cultural authenticity of destinations. For example, tourists flock to Santorini for iconic white-washed buildings, yet the island now struggles with freshwater shortages, waste management, and overwhelmed infrastructure due to surges in visitors. Kyoto faces similar challenges, as highlighted by Nippon.com, where excessive foot traffic in areas like Gion has disrupted local life and accelerated gentrification.

Overtourism refers to the overwhelming influx of visitors to a destination, resulting in environmental degradation, infrastructure strain, and cultural displacement. The issue has become a global concern, particularly for historically and geographically sensitive locations.

https://napoli.corriere.it/notizie/cronaca/24_aprile_02/napoli-l-impatto-dei-turisti-travolge-i-trasporti-pubblici-07668096-5da3-4337-a601-a59cfa6dbxlk.shtml

Naples serves as a compelling case study. The city welcomed over 14 million visitors in 2023, propelled by international media and TV series that romanticize its unique culture. However, as reported by Il Fatto Quotidiano, short-term rental platforms like Airbnb have displaced residents from the historic center, turning neighborhoods into transient spaces devoid of community life. Similarly, tourists flood Naples for clichéd experiences like pizza and mandolins, neglecting the city’s rich cultural and artisanal heritage. In some periods, the narrow roads of the ancient center are so crowded that it is even impossible to stand still. Besides ruining the touristic experience, this uncontrolled crowd makes the daily life of the inhabitants impossible.

https://www.nippon.com/en/japan-topics/g02427/

In Kyoto, overtourism has had environmental and cultural repercussions. The Arashiyama Bamboo Grove, a serene natural site, faces soil erosion due to excessive foot traffic. Furthermore, public transportation congestion, worsened by bus passes popular among tourists, has disrupted the daily lives of residents. To address this, the Kyoto government has discontinued ¥700 bus passes in favor of promoting alternative transportation options like the subway.

https://www.independent.co.uk/travel/news-and-advice/greece-santorini-ban-building-construction-overtourism-b2606089.html

Santorini’s case is perhaps the most extreme. The island, designed to accommodate small, local populations, now struggles to manage the millions of visitors arriving annually, particularly via cruise ships. Infrastructure deficiencies, environmental degradation, and economic imbalances highlight the urgent need for regulation, as underscored by the Guardian. The same fate is happening to the beautiful island of Milos. After being awarded the best island in Europe by the US magazine Travel + Leisure, the island was invaded by tourists and lost its original and fascinating rural atmosphere.

https://www.amazon.com/Disneyization-Society-Alan-Bryman/dp/0761967656

Disneyization, a concept coined by sociologist Alan Bryman, refers to transforming places into sanitized, commercialized attractions resembling theme parks. While Disneyization makes destinations more accessible and marketable, it dilutes cultural depth and authenticity.

In Naples, Disneyization manifests in the commercialization of local culture. Guided tours focus on sensationalized narratives, such as mafia lore, while Neapolitan pizza is reduced to an Instagram commodity rather than a culinary tradition. Similarly, Tourism Teacher explains how destinations risk becoming caricatures of themselves, presenting superficial versions of their culture to meet tourist expectations.

https://inews.co.uk/news/world/kyoto-tourism-rules-regulations-overtourism-2019218

In Kyoto, experiences like tea ceremonies and cherry blossom viewings are shortened and curated for tourist consumption, stripping these traditions of their reflective and sacred qualities. Santorini’s obsession with curated “perfect views” further illustrates Disneyization, where photo opportunities overshadow local life, leaving the island to function as a staged backdrop rather than a living community.

https://it.euronews.com/viaggi/2024/12/02/abbassa-il-tono-di-voce-e-non-mangiare-mentre-cammini-ecco-il-galateo-del-buon-turista-in

Addressing overtourism and Disneyization requires innovative, sustainable approaches tailored to each destination. A common thread across solutions is the need for regulation, education, and community involvement. Cities like Kyoto have already taken steps by implementing tourist caps, revising public transport policies, and promoting lesser-known areas to distribute visitor flows. The Japan Tourism Agency (JTA) has even proposed illustrated guides to promote respectful and responsible behavior and to explain the meaning of signs that tourists may come across.

Naples can benefit from similar strategies, such as regulating short-term rentals to protect residents and diversifying tourist offerings to highlight authentic cultural experiences. Or even asking short-term visitors to purchase a ticket to access the historic center of Naples, as recently proposed by the city councilor Gennaro Esposito. The proposal is inspired by a similar strategy adopted by Venice that has proven effective in improving urban livability.

https://napoli.repubblica.it/cronaca/2024/09/17/video/stop_overtourism_e_bb_il_flash_mob_degli_attivisti_a_napoli-423505821/

For Santorini, sustainable infrastructure investments, including waste management and freshwater solutions, are critical. Policies regulating cruise ship arrivals could alleviate the island’s small-scale infrastructure strain. Encouraging longer stays over day trips would provide more meaningful engagement for visitors while boosting local economic benefits.

The role of education cannot be overstated. As suggested by Medium, campaigns to promote responsible travel behavior and raise awareness about local customs can foster greater respect between tourists and residents. Technology, such as real-time crowd management systems, can also help monitor and distribute visitor flows effectively.

https://travelalliancepartnership.com/combat-overtourism-marketing-pr/

The challenges of Insta-tourism, overtourism, and Disneyization underscore the complex relationship between modern tourism and cultural preservation. While tourism brings economic benefits and opportunities for cultural exchange, it must be managed to prevent environmental degradation, loss of authenticity, and displacement of local communities.

A collaborative approach involving governments, residents, and the tourism industry is essential. Strategies such as regulating visitor numbers, diversifying attractions, and promoting responsible travel behaviors can help strike a balance between tourism and preservation. By learning from case studies in Naples, Kyoto, and Santorini, destinations can adopt innovative solutions that enrich both tourists and local communities.

https://www.vergemagazine.com/work-abroad/blogs/1538-on-the-road.html

Ultimately, the goal is to ensure that tourism protects and celebrates our world’s cultural and environmental wealth. The true heritage of places lies in their diversity and authenticity—their unique cultures, landscapes, and ways of life. As Jack Kerouac wrote in On the Road: “There was nowhere to go but everywhere, so just keep on rolling under the stars.” By cherishing the authentic essence of each destination, we can inspire a kind of travel that connects us deeply to the world and preserves its treasures for future generations.