As global travel surges toward 1.8 billion arrivals, destinations are testing controversial new measures to control the crowds.
The cherry blossoms are still blooming beneath Mount Fuji, and the tourists are still coming – but this year, the festival is gone.
In Fujiyoshida, Japan, officials have cancelled the city’s annual sakura celebration – an event that typically draws 200,000 visitors – after residents complained of littering, trespassing and even tourists wandering into private homes. It’s the latest sign that as global tourism surges toward record highs, patience in the world’s most popular destinations is running low.
In 2025, Japan welcomed nearly 43 million visitors, its highest number ever. Meanwhile, Europe hosted more than half of the world’s 1.5 billion international arrivals. With global travel projected to hit 1.8 billion arrivals by 2030, governments are scrambling to manage the pressure.
And some are reaching for measures that would have seemed extreme just a few years ago: deploying AI crowd control, erecting physical barriers and charging triple entry fees for foreigners, as well as cancelling iconic festivals.
While many of these countries still welcome visitors, they just want them spread out, better behaved or visiting at different times of year. We spoke to tourism boards and industry leaders in countries trialling some of the most assertive approaches.
Japan: Blocking and restricting
The cherry blossom festival cancellation is just the latest in Japan’s escalating efforts to manage overtourism. In 2024, the town of Fujikawaguchiko erected a physical barrier blocking a popular Mount Fuji photo spot after visitors were climbing roofs, ignoring security guards and ignoring safety rules.
Kyoto, which has long struggled with overcrowding, has banned photography of geisha and restricted access to certain alleyways in historic Gion, one of the city’s most popular sightseeing districts. It has also lately turned to technology, launching digital crowd-management tools to try to work together with tourists more sustainably.
Its new Congestion Forecast tool predicts the best days and times to visit major sites; while a Smart Navi app provides real-time updates on crowd levels. Its Hidden Gems initiative promotes six quieter districts beyond the famous temples; and Hands Free Kyoto offers visitors luggage transport and storage services to reduce crowding on public transportation.
“While there is no silver bullet for overtourism, we intend to continue implementing measures to protect citizens’ daily lives while also ensuring visitors can enjoy a comfortable stay,” said Kousaku Ono, manager of Kyoto’s Sustainable Tourism Promotion Division.
Tour operators are adjusting too. B-Corp operator Inside Travel Group has deliberately shifted its Japan focus towards five under-visited regions, including Toyama, Nagoya, Nagasaki, Aomori and Yamaguchi. “Overtourism is one of the biggest threats facing the future of travel, and it’s something the industry needs to confront head-on,” said Tim Oakes, the company’s managing director. “These are places that actively want visitors, just not overcrowding.”
United States: Charging international visitors
The US has taken a more overtly financial approach. Its vast US National Parks system, comprising 433 parks across 85 million acres, is a major draw for visitors, but half of all recreation visits to national parks are concentrated in the 25 most-visited parks, which has led to overcrowding, long lines and an excess of litter.
In 2026, the US introduced a $100 (£73.67) per-person surcharge for international visitors at 11 popular parks, including Yellowstone, Yosemite and the Grand Canyon. The annual America the Beautiful pass, which covers all federal recreation sites, now costs $250 (£184) for non-residents, compared with $80 (£59) for US citizens.
The policy followed an executive order directing the Department of the Interior to increase fees for non-US residents, which some report is leading to even longer entrance lines as park staffers verify citizenship and check IDs.
Some who work in and around the parks don’t believe the strategy is robust enough to address overcrowding. “The increased fees alone are unlikely to meaningfully reduce overtourism during peak season,” said Kevin Jackson, co-founder of EXP Journeys, which runs private travel experiences near Yellowstone, Grand Canyon, Zion, Moab and Yosemite. “Demand for iconic parks remains strong, and for the type of trips we design, the additional fee represents a relatively small percentage of total trip cost.”
However, he noted that some international travellers may opt for lesser-known parks where the surcharge does not apply, such as Canyonlands in Utah.
Dulani Porter, executive vice president at destination marketing firm SPARK, sees deeper structural issues. “Pricing is not a visitor management plan,” she said, pointing out that congestion at places like Zion and Yosemite is largely shaped by domestic summer travel patterns, school calendars and limited road and parking capacity.
She also raised the impact on gateway communities. International visitors contribute disproportionately to local tourism economies, and even modest deterrence can ripple through hotels, restaurants and tour operators. “Overtourism is fundamentally a systems issue,” she said. “Not simply a pricing issue.”
Jamaica: Redirecting seasonality
In contrast, Jamaica is using incentives rather than restrictions. Eager to draw tourists back after the destruction caused by Hurricane Melissa in 2025, the Caribbean island is taking a creative route to ensure they come in off-peak times. Starting in March, Jamaica Tourism, JetBlue and WeatherPromise have partnered to offer rain coverage on every Jamaica package booked through the end of November, including hurricane season.
If the weather meets the qualifying threshold of “excessive rain”, travellers who opt in will receive an automatic refund while still getting to go on the trip, possibly enjoying some of the country’s indoor attractions like the Bob Marley Museum in Kingston or rum tasting in Nassau Valley.
“This partnership helps give our customers the confidence to book Jamaica year-round, which in turn supports a more balanced flow of visitors across seasons,” said Jamie Perry, president of Paisly, the company behind JetBlue Vacations. “By reducing the perceived risk of travelling during traditionally quieter periods, we’re helping create a better experience for both customers and local communities.”
Spain: Algorithmic crowd management
Mallorca, which has seen some of Europe’s most visible anti-tourism protests, is betting on artificial intelligence to solve some of its crowding problems. Later this year, it will integrate an AI-powered platform into its new website. Using real-time visitor data, the tool will guide travellers on the best times to visit popular sites while suggesting off-the-beaten-track alternatives, from local craft such as glassblowing and traditional llatra weaving to visiting wineries and olive oil producers. The goal is to encourage exploration beyond the island’s “sun and beach” image.
“With Mallorca PID (Intelligent Destination Platform), we integrate mobility, accommodation and resources into a single platform that enables us to anticipate flows, enhance the visitor experience and support better decision-making,” said Guillem Ginard, recently appointed Minister of Tourism and president of the Mallorca Responsible Tourism Foundation.
Alongside the technology, the foundation has launched the Ca Nostra (“Our Home”) campaign, which encourages visitors and residents to treat Mallorca as their temporary home and pledge to protect its landscapes, traditions and communities.
Denmark: Behavioural nudging
The Danish capital is one of Europe’s fastest growing tourist destinations, projecting up to 24% growth by 2030. To head off some of the early problems of overtourism, the city is experimenting with behavioural incentives. Launched in 2024, CopenPay lets visitors “pay” for experiences through sustainable actions like kayaking while collecting canals litter or arriving at museums by bike.
More than 30,000 visitors have participated so far, with bike rentals increasing 59% during the initiative. “Nearly half [of participants] say they are motivated to take part because they are looking for unique and different experiences,” said Rikke Holm Petersen, director of marketing, communication and behaviour at Wonderful Copenhagen. She noted that seven out of 10 participants also reported taking new habits home, from cycling more to sorting waste properly.
The model has drawn interest from more than 100 destinations worldwide, with Berlin and Normandy now adapting similar schemes.
“Many participants have told us that every city should have this,” said Petersen. “We are seeing a broader shift in travel behaviour. Travellers want to leave a destination better than they found it.”
Source: https://www.bbc.com/travel/article/20260218-extreme-ways-countries-are-combatting-overtourism
