Skift Take

If the tourism industry doesn't want a replay of 2019 overtourism, they need to adjust their strategies and tactics.

Dawit Habtemariam

There was a travel boom this summer in Europe. Famous destinations and attractions were more crowded than ever with tourists. Destinations, tour operators and communities have been trying to adapt to the tourism surge.

VisitBritain CEO Patricia Yates and Intrepid Travel CEO James Thornton talk about strategies and tactics that can be effective for spreading tourism beyond hotspots and to lesser known areas. They also discuss the impact of climate change on tourist choices and expectations for Asia’s outbound tourism recovery.

Yates shared plans to promote regions and locations that were involved in TVs and movies, while Thorton expressed an interest in investing in destinations that were “off the beaten path.” 

(See the video and transcript below)

https://www.youtube.com/watch?v=qmD3UV98lGk Interview Transcript

Dawit Habtemariam: So we're here to talk about themes around destinations in this new era of tourism we're in right now. So it seems like 2023 is a lot like 2019. Europe was very popular, many destinations and hotspots essentially surpassed their 2019 levels in terms of visitation. Patricia, what was this summer like for Britain in terms of tourism?

Patricia Yates: We're really focused on growing value rather than numbers. There's been a lot of talk about visitation. So what I would say the success has been is we've seen people coming, spending more, staying longer, exploring more of the country. And that's really where we're trying to shift our tourism industry. So we get people out of London, they get those real authentic stories, meet locals, try local food. So it's not just about point-to-point airlines and leaving people in London.

Habtemariam: There's been a richer spread going on.

Yates: Yes, and the American market, which I have to say is driving the recovery in Britain, really strong growth and it's great talking to the tour operators over here who are talking about the new destinations they're going to, like Wrexham. I wonder why. And they're taking people there through the winter because, funnily enough, no one thinks Britain has great weather. So the expectation is fairly low, so you can extend the season quite easily. A tip for you.

Habtemariam: Speaking of weather, James, so you mentioned in your presentation about extreme weather, like heat waves and whatnot. So are you seeing that changes traveler booking behaviors? Are travelers chang