Protesters in Spain, Italy, and Portugal have taken to the streets in growing numbers, demanding urgent measures to curb mass tourism. Over the weekend, demonstrators in cities such as Barcelona, Lisbon, and Venice marched with banners, set off coloured smoke, and used water pistols to symbolically push back against overtourism. In Barcelona, under the banner of the SET alliance (Southern Europe Against Overtourism), protestors chanted “Your holidays, my misery” and plastered “Tourists go home” stickers on shopfronts and hotels. Similar protests were held in Ibiza, Palma de Mallorca, Naples, Milan, and San Sebastian, with locals citing rising rents, overcrowded streets, and displacement of residents as growing concerns. In Venice, opposition is mounting against constructing two new hotels to add 1,500 tourist beds. As tourism numbers soar—with Spain alone welcoming 26 million tourists last year—residents are calling for a new model prioritising local well-being over unchecked visitor numbers.
This isn't the first time. A video in April surfaced on social media, wherein a bus full of tourists at Barcelona's iconic Sagrada Familia basilica were greeted by protesters armed with water pistols, the debate surrounding overtourism in Europe picked up speed again.
Europe, loved by travellers for its rich history, picturesque towns and world-famous landmarks, has been seeing a growing wave of anti-tourism sentiment. From Venice to Barcelona and Amsterdam to the Canary Islands, local residents in several parts of Europe have taken to the streets in recent months, voicing frustration over what they see as the negative impacts of mass tourism. While the backlash may seem surprising in regions that rely heavily on travel and hospitality, the root causes are complex and increasingly urgent.
In April 2024, the Canary Islands made international headlines when thousands of residents marched through Tenerife and Gran Canaria, demanding a rethinking of the region’s tourism model. Locals held placards reading “The Canaries are not for sale” and “Tourists go home,” highlighting growing tensions between economic dependency on tourism and concerns over housing, resources, and environmental degradation. Spain received more than 90 million foreign visitors in 2024, with locals saying they’ve had enough of foreigners taking over beaches and putting a strain on the daily lives of residents.
Spain isn’t alone. In Venice, Italy, one of Europe’s most visited cities, local campaigners have long decried the impacts of over-tourism. The city, which receives nearly 30 million visitors annually, has seen an exodus of residents, skyrocketing housing costs, and worsening environmental damage, particularly from cruise ships.
Barcelona has also experienced repeated protests in recent years. Graffiti that reads “Tourists go home” has become common in certain neighbourhoods. In 2023, activists blocked access to popular beaches, accusing short-term rentals of pricing locals out of the housing market.
Meanwhile in Amsterdam, authorities have launched targeted campaigns to deter rowdy and disrespectful tourists, particularly those engaging in binge-drinking and party tourism. The Netherlands' capital has introduced a “stay away” campaign aimed at young British men visiting for stag parties or recreational drug use.
While tourism remains a vital pillar of many European economies, especially post-COVID, residents argue that the current model is unsustainable. In popular destinations, the influx of millions of visitors each year puts enormous pressure on local infrastructure, public services, and the environment.
A key concern is housing. The boom in short-term holiday rentals via platforms like Airbnb has been linked to rising rents and declining availability of long-term housing for locals. In cities like Lisbon, Florence, and Dubrovnik, many residents have been forced out of their own neighbourhoods as landlords convert properties into tourist lets.
In Venice, cruise ships have eroded the fragile foundations of the city’s historic buildings, and local life has become nearly impossible in the face of overwhelming daily tourist numbers. Meanwhile, in Mallorca and Ibiza, locals say they can no longer afford to live on the islands due to inflated property prices and low wages in the tourism sector. Additionally, tourists are often blamed for antisocial behaviour, overcrowding, and disrespecting local customs and communities. In areas unprepared for mass tourism, this has led to resentment, especially during peak seasons.
This is not the first time Europe has witnessed anti-tourism protests. In the summer of 2017, cities across Spain, including Barcelona and Palma de Mallorca, saw large-scale demonstrations. Banners hung from balconies read “Tourism kills the city,” and activists disrupted sightseeing tours to draw attention to the issue.
That same year, Dubrovnik, Croatia, made headlines for limiting cruise ship arrivals after UNESCO threatened to revoke its World Heritage status due to overtourism. Similar protests were seen in Florence, Venice, and parts of Greece. The COVID-19 pandemic temporarily halted international travel, providing a glimpse of what life without tourism might look like. Many locals reported cleaner air, quieter streets, and a return to community life. As tourism surged back post-pandemic, the contrast became starker, and so did the calls for reform.
In response to growing discontent about overtourism, governments and municipalities have begun implementing a range of measures aimed at controlling visitor numbers and redistributing the economic benefits of tourism.
Venice, for example, has introduced a controversial EUR 5 (approximately INR 485) daily entry fee for day-trippers, making it the first city in the world to do so. This “tourist tax” is designed to reduce pressure on the city’s infrastructure and fund preservation efforts. The city has also banned large cruise ships from entering the historic lagoon.
Barcelona has capped the number of hotel beds and strictly regulates short-term holiday rentals. Inspectors have been tasked with identifying illegal Airbnbs, and hefty fines are being imposed on violators.
Amsterdam has banned new tourist shops in the city centre, reduced the number of river cruises, and has plans to relocate its red-light district. Authorities are also promoting alternative, lesser-known destinations within the country to spread out the tourist load.
In the Canary Islands, activists are pushing for a suspension of new hotels and tourist developments, as well as stricter protections for natural spaces and marine ecosystems.
While anti-tourism protests may alarm some travellers, they are also prompting much-needed conversations around sustainable tourism. For responsible tourists, this means becoming more conscious of their impact, choosing local businesses, avoiding peak travel periods, and respecting the places they visit. Tourism boards are increasingly promoting off-season travel, slow tourism, and lesser-known destinations to relieve pressure on overcrowded sites. In the long run, the goal is not to stop tourism altogether but to encourage a model that benefits both visitors and residents.
That said, reputational risks remain. Cities with high-profile protests or restrictive policies could see a shift in travel trends, especially if tourists feel unwelcome or limited in what they can do.
This is not just a European issue. Popular destinations across Asia, Oceania, and North America are also rethinking tourism:
Japan: In 2024, Kyoto implemented crowd-control strategies at over-visited temples and introduced designated photography zones to reduce disturbances. Mount Fuji’s most popular trail now has a visitor cap and mandatory booking system.
Thailand: Maya Bay reopened in 2022 after a three-year closure but now limits visitors to 375 people at a time, with strict no-swimming rules. Other islands like Koh Tachai have been closed indefinitely for recovery.
New Zealand: The government has introduced a “Tourism Levy” for international visitors and promotes a “Tiaki Promise”, encouraging tourists to act as guardians of the land, sea, and culture.
Iceland: Facing rapid growth in tourism, the country has introduced road and site access restrictions in ecologically sensitive areas and invested in infrastructure to protect natural landmarks from erosion.
Hawaii (USA): Maui and Kauai have capped rental car permits, restricted short-term rentals, and are contemplating entry limits to popular natural sites. The state promotes a regenerative tourism model that encourages tourists to give back to the land.
