Surely you have heard the term “Overtourism“, and you will continue listening for a few more years. It refers to the problems that may arise in different cities of the world because of the massive arrival of tourists.
And it is that, with the continuous growth of the world population, the possibilities of traveling also grow, and some destinations cannot receive more travelers in a few years in the same way they receive them today.
Because of this situation, it has created several questions: what will happen in a few years? Which cities may be prepared for the mass arrival of tourists? These questions were answered in a JLL and WTTC investigation called “Destination 2030. Global cities readiness for tourism growth”.
The study was conducted in 50 cities, with over 75 indicators, to detect what activities tourists do, how accommodation is, if there is a labor in the city, its stability and, if there is any kind of economic development plan and sustainable tourism, to help these cities to implement improvements for their future tourism growth.
The analysis divided the cities into five groups according to their urban preparedness index and an evaluation of the commitment related to tourism policies.
- Dawning developers: these cities have emerging tourism infrastructure and a gradual growth of visitors with less concentration of tourists, and potential to grow. In this group are Moscow, Manila, Buenos Aires, Bogotá, Lima and Rio de Janeiro, among others.
- Emerging performers: the infrastructure of these cities, and the tourist impulse increase with the pressures associated with receiving more tourists. This is the case in Mexico City, Bangkok, New Delhi and Istanbul.
- Balanced Dynamics: these cities are business centers for travelers who have an established tourist infrastructure and room to grow comfortably. Here are Singapore, Munich, Tokyo, Beijing, Dubai, Hong Kong and Chicago, among others.
- Mature Performers: they are developed cities, which have a solid tourist infrastructure and attract travelers for leisure and business, but at the same time suffer risks of future pressures related to the volume of visitors. Madrid, New York, Berlin, London, Sydney, and Miami are some of those in this group.
- Managing Momentum: these cities are leisure destinations, with a consolidated infrastructure but with a volume of travelers capable of generating pressure in the city. In the future, they cannot guarantee the urban requirements that tourists require. Some cases are Amsterdam, Barcelona, Prague, Rome, Paris, and San Francisco.
The aim of this study is to deliver solutions to promote sustainable growth in the tourist activity of these cities; and they have seen marketing strategy as a good strategy, to generate more interest in business travelers, because they produce more income in cities and do not focus on areas of tourist attractions, or seasonal travel.