During Wanderlust’s Sustainability Track session, Regulations Re-shaping the Future of Sustainability in Europe’s Tourism Markets, representatives from France, Spain, Italy and Greece agreed unanimously that encouraging holidaymakers to visit outside of high season was the focus for 2024 to tackle over-tourism and promote responsible travel.
“We all face the same problems and challenges,” said Eleni Skarveli, director UK and Ireland for the Greek National Tourism Organisation. “We are trying to expand our seasons as a sustainable way of preserving our countries so visitors can come back again and again, and actually booking outside of peak seasons is a trend for 2024.”
Pedro Medina Asensio, deputy director at the Spanish Tourist Office, added: “British tourism is very concentrated in certain parts of Spain, but we want visitors to see Spain as an all-year round destination.”
To make this a success, Italian Government Tourist Board representative Debbie Flynn said travel agents and tour operators must ramp up the development of tourist experiences in lesser-visited destinations.
Skarveli added that once the product is in place, pairing iconic tourist hotspots with their under-visited neighbours in marketing is a smart way to encourage the shift.
Gwenaelle Delos, managing director UK and Ireland for Atout France, explained accessibility to those off-the-beaten-track destinations should also be a focus for encouraging sustainable travel.
“We are increasing accessibility to all our destinations by air and rail, and we are increasing the number of electric [vehicle] charging points,” she said. “It’s about product, accessibility, services, and then comes the promotion.”
Moderator George Kipouros, editor in chief at Wanderlust, said media also need to be onboard to change the narrative, adding the title recently turned down an advertising campaign from a destination that intended only to market its big cities. “It’s our responsibility as well”, he said.
