By Joe Aura, aurajoe6@gmail.com
Just four years ago, bustling cities and renowned streets were hauntingly deserted as the global tourist sector came to a halt. Hotels shut down, eateries dimmed their lights, and entire industries teetered on the brink of collapse. Fast forward to 2024, and the pendulum has swung in the opposite direction, some of the world’s most beautiful destinations are grappling with revenge tourism, even contemplating the unthinkable: shutting their doors to tourists to survive.
Revenge tourism refers to how travelers are doubling down on recovering the time lost to travel during COVID-19. Instead of traveling once a year, many are now taking two or three trips annually.
This year, the travel sector is projected to reach a record-breaking economic contribution of $11.1 trillion, making it a significant year for tourism revenues. However, the surge in tourism isn’t universally welcomed. Some countries and local communities are grappling with the downsides of becoming popular tourist destinations, such as cultural erosion and the strain on local resources.
Revenge tourism has led to significant challenges in popular destinations. In Barcelona, for example, locals have expressed their frustration through protests, including one where they used water guns to squirt tourists dining in open cafes. This protest was part of a broader movement against mass tourism, which many residents feel has disrupted their daily lives and increased the cost of living. The influx of tourists has led to higher prices for restaurants, hotels, and even apartments, as many properties are converted into short-term rentals.
Similarly, in small towns like Hallstatt in Austria, often mistaken for the inspiration behind Disney’s “Frozen”, the situation is even more pronounced. With a population of just 800, Hallstatt sees hundreds of thousands of tourists, many of whom are day-trippers. These visitors often do not contribute significantly to the local economy but still cause congestion and strain local resources.
These examples highlight the complex dynamics of revenge tourism, where the desire to travel and make up for lost time during the pandemic clashes with the capacity and tolerance of local communities. In the episode titled “Revenge of the Tourists” from Trevor Noah’s What Now? podcast, Trevor and travel journalist Rajan Datar unpack the intricate dynamics of modern tourism. One major theme they explore is the growing issue of overtourism, where popular destinations become overwhelmed by the sheer volume of visitors. This influx leads to rising living costs, displacement of locals, and degradation of the environment. The discussion highlights local reactions to this burden, including instances of communities actively resisting tourists, such as locals in Spain using water guns to deter disruptive visitors.
While the economic benefits of tourism are undeniable, bringing much-needed revenue and job creation to many regions, Datar emphasizes that these gains often come with steep social and environmental costs. He advocates for sustainable tourism practices as a solution, underscoring the need for responsible travel that benefits both tourists and the communities they visit. Striking this balance is crucial to ensuring tourism remains a force for good rather than a disruptive influence.
What sustainable practices can we implement amidst this boom? The late Anthony Bourdain once said we must be travelers, not tourists. A good example is how Copenhagen rewards tourists who behave well through the CopenPay initiative. This program allows visitors to earn points for making sustainable choices, such as using public transport, staying in eco-friendly accommodations, and dining at sustainable restaurants. These points can be redeemed for free experiences in the city.
Kenya’s tourism industry is also on an upward trajectory, gradually recovering with several commendable practices aimed at attracting both local and international tourists. These include community-based tourism, which involves local communities in tourism activities to ensure they benefit directly, providing tourists with authentic cultural experiences. Sustainable wildlife tourism has also been emphasized, focusing on conservation efforts and responsible wildlife viewing through support for national parks, eco-friendly lodges, and camps.
Digital marketing campaigns on social media platforms showcase not only famous safaris but also lesser-known destinations, while improved infrastructure, including better roads and airports, enhances travel convenience and safety. Eco-tourism initiatives, such as renewable energy use and waste management systems, promote environmentally friendly accommodations. Cultural festivals and events celebrate Kenya’s rich heritage, attracting tourists to various parts of the country. Finally, stringent health and safety protocols introduced after the COVID-19 pandemic ensure the well-being of visitors, making Kenya a more attractive and sustainable destination.
While the booming tourism industry promises economic prosperity, it also demands a recalibration of sustainable practices to ensure the preservation of both peace and local cultures.