06/02/2026
🌍 Summer travel season is here—and so is the challenge of overtourism.
Overtourism impacts more than crowded destinations. It can diminish the traveler experience, strain local communities, increase housing costs, damage ecosystems and put the long-term sustainability of wellness destinations at risk.
As wellness tourism continues to grow, destinations will need to invest in protecting local environments, cultures and communities—or risk losing the very qualities that make them attractive.
One country taking a proactive approach is Japan. While aiming to grow tourism through 2030, Japan is implementing innovative solutions including dynamic pricing, visitor caps, AI-powered crowd management and incentives that encourage travelers to explore beyond the most popular hotspots.
Could Japan’s strategy help break the overtourism cycle and create a more sustainable future for travel?
✍️ This perspective was written by Thierry Malleret:
https://hubs.li/Q04jNZYN0
Overtourism Hurts Wellbeing, Even Impacting Wellness Destinations. We Need to Think Like Japan By Thierry Malleret, economist A WELLNESS CRISIS TO ADDRESS: OVERTOURISM AND RESILIENCE Overtourism undermines wellness in multiple ways : 1) it affects our individual wellbeing (crowding, noise, “place ...