In its 2023 Top 100 Cities Index, Euromonitor said a number of destinations are set to impose steep taxes on visitors while reducing hotel capacity in order to limit rebounding post-pandemic tourist numbers and minimise the impact of travel on local communities and eco-systems.
Cities in countries such as Croatia, Iceland, Japan, Thailand, the Netherlands, Greece and the UK are seeking to use the proceeds from visitor levies to reinvest in sustainable development, conserve biodiversity and preserve local cultural heritage, said Euromonitor. Edinburgh is on course to become the first UK city to introduce a visitor levy.
“In an era marked by heightened environmental consciousness and the imperative to address climate change, cities are witnessing a remarkable transformation as travellers seek more responsible alternatives," said Euromonitor.
Last month, former Abta chair Martin Brackenbury, addressing WTM London, described overtourism “a very large barrier” to the overall sustainability of the travel industry.
Euromonitor has also reduced its projections for international arrivals during the first quarter of 2024 from 1.5 billion to 1.46 billion, citing a combination of inflation and economic stagnation. “Inflationary pressures, economic uncertainty and labour shortages will be some of the main challenges faced by the travel industry in 2024,” it warned.
Despite this cautious outlook, the report foregrounded how biometric identification, generative AI and augmented reality tools will mitigate shortages of labour and improve customer service in the year to come. The report also celebrated the “strong recovery of international travel”, with trips increasing by 38% across 2023.
Top performers
It said the strength of this recovery was in part due to the return of Chinese international tourists after China lifted quarantine restrictions. Hong Kong saw the fastest growth of any city last year, recording a near-2,500% increase in trips.
Paris topped Euromonitor’s list of the world’s big cities, following its “exceptional performance” across several metrics including economic performance, tourism infrastructure and sustainability, boosted by its forthcoming hosting of the 2024 Olympic Games.
Dubai was second, hailed the "unequivocal top performer in the Middle East, and Madrid third, which topped Euromonitor’s ranking in terms of sustainability efforts alone. Tokyo was fourth and Amsterdam fifth, with New York eighth, London 10th and Lisbon rounding out the top 20.
