Why Shaming Tourists Won’t Solve the Issue of Overtourism

In mid-July, Katalina Mayorga, the founder and CEO of El Camino Travel, was at a salon in Washington, D.C., when she overheard a hairstylist sharing a story about an incident in Barcelona. A cyclist passed by and shouted, 'Go home; you’re ruining my city.' The stylist admitted that this comment was upsetting, suggesting that perhaps her coworker should rethink a honeymoon in Spain for the time being.

Usually, Mayorga, whose travel agency offers women-focused tours and exclusive travel recommendations, would eagerly join any travel conversation and share her insights. (For example, she would advise against dismissing an entire country based on one city's overtourism.) However, after seeing viral footage of locals spraying water guns at tourists in Barcelona earlier in July, she felt uncertain: 'I didn’t think it was my place to criticize them for their actions,' she told Dinogo.

The same topic was buzzing outside Mayorga’s salon: Should we go or not? And if we do, are we contributing to the problem? The combination of overtourism and poor tourist behavior appears to have reached a critical point. But does shaming tourists genuinely deter them or encourage better conduct? Does it lead to a better experience for the frustrated locals?

“We often see ourselves as the exception,” remarks Paige McClanahan, author of the upcoming book The New Tourist, which addresses the challenges and strengths of travel. McClanahan points out that while we may believe we are travelers, we are indeed tourists whenever we leave home. Thinking of ourselves as 'better than' tourists allows us to detach from the issues and solutions of tourism. However, the label of 'tourist' doesn’t have to carry a negative connotation.

“I aim to eliminate the stigma and embarrassment associated with being a tourist and to encourage people to recognize that [tourism] can be a powerful and potentially beneficial experience,” says McClanahan. “It’s crucial to raise awareness about the implications—both the positive and negative aspects—of tourism.”

Amsterdam is well aware of the dangers posed by mass tourism, leading to several initiatives aimed at managing the influx, including a recent prohibition on new hotels. Its 2023 “Stay Away” campaign specifically targeted British men aged 18–35 and other groups of ‘party tourists’ arriving in large numbers.

However, the “Stay Away” campaign didn’t achieve much impact, according to Cora Doppenberg, program manager for Economic Affairs and Art and Culture for the Municipality of Amsterdam, who spoke to Dinogo. “We didn’t observe a notable decrease in visits from our intended audience to Amsterdam.”

In March 2024, Amsterdam transformed the campaign into Amsterdam Rules, an engaging online quiz that evaluates a traveler’s motivations for visiting the Dutch capital. One of the questions asks, “What famous Dutch products would you like to sample or purchase?” Options include Stroopwafel and cocaine (the latter being the obvious incorrect choice). A correct answer redirects you to Amsterdam’s tourism website, signaling approval.

There was criticism of both campaigns, arguing that they relied on unfair stereotypes of British tourists and that few would bother to engage with its questions. Benjamin Parker, the deputy travel editor of the Independent and part of the targeted British male demographic, stated: “It’s a degrading and patronizing method to identify ‘better’ tourists.” Nevertheless, Doppenberg reports that the city was satisfied with the latest campaign, noting that online surveys indicated 10 percent of their target audience felt less inclined to visit Amsterdam as a party spot.

Miami adopted a unique 'stay away' strategy following two deadly shootings during spring break in 2023. In March 2024, the city launched a “Break Up with Spring Break” campaign. Melissa Berthier, the marketing and communications director for Miami Beach, reported that the viral campaign video garnered an impressive 220 million impressions on social media. The initiative also included curfews and early liquor store closures, and it was deemed successful as the city experienced no gun violence incidents in 2024. Felony arrests dropped by 32 percent, while visitor numbers rose by 11 percent compared to 2023, with hotel occupancy increasing slightly by 1.8 percent.

“Travel is about creating happiness,” states behavioral scientist Milena Nikolova, founder and CEO of BehaviorSMART, which collaborates with tourism boards and travel companies to apply behavioral insights for more sustainable and responsible travel. “People travel to enjoy themselves and escape the stresses of daily life.” To encourage travelers to adopt better behaviors, she emphasizes that, ”We must make desired behaviors [of travelers] easier and more appealing.”

For destinations wanting to promote local cuisine, for instance, Nikolova recommends highlighting the delicious flavors of the food rather than focusing on its benefits to the local economy. In cases where the responsible choice may not offer immediate pleasure—like avoiding single-use plastics or conserving water—making the sustainable option easy can help it become a habit. Nikolova adds that incorporating sustainability into offerings subtly and seamlessly is the most effective approach.

When considering travel, factors like 'free' and 'easy' frequently top the list. In 2017, the Italian-speaking canton of Ticino in Switzerland introduced an innovative initiative to alleviate tourist congestion: the Ticino ticket, which provides tourists with a complimentary, unlimited public transportation pass. (Switzerland now extends this free public transport initiative nationwide for visitors.)

The clever aspect, according to Nikolova, is that tourists effectively paid for this service: Ticino raised its tourism tax simultaneously, covering 70–75 percent of the program's costs through the tax. However, because it was presented as 'free' and convenient, tourists embraced it enthusiastically.

Other destinations are paying attention. This summer, Copenhagen introduced a CopenPay campaign, incentivizing tourists for practicing sustainable behaviors—such as earning free meals for picking up litter or enjoying a complimentary boat ride for walking or biking. Meanwhile, Tourism Queensland recently unveiled its incentive-based program titled “Guardian of the Reef”, aimed at promoting 'reef-positive travel' to the Great Barrier Reef. This new platform, supported by marine scientists, seeks to counter the misconception that visiting the Great Barrier Reef is detrimental to its health—in reality, tourism funding directed towards appropriate initiatives will aid in the protection and conservation of the reef, which is currently experiencing massive coral bleaching. (Tourism activities occur on only 7 percent of the Great Barrier Reef.) To gain discounts on tours and opportunities to win eco-certified accommodations through Expedia, travelers are required to view a series of short educational videos.

However, not everyone is choosing to take a positive approach.

A popular Instagram account dedicated to passenger shaming, run by a former flight attendant, alongside anti-tourism graffiti that is spreading across European cities, highlights the widespread phenomenon of tourist shaming.

Some experts believe that blaming tourists for the challenges created by overtourism is misguided. Both Nikolova and McClanahan contend that while individuals must take responsibility for their travel choices, it is ultimately the governments that fail to regulate tourist numbers and provide better options for travelers.

Nikolova emphasizes that the travel industry must embed sustainability and responsible travel into its framework, stating, “Psychologically, we understand that tourists are unlikely to make those choices on their own.”

She points out, “We must avoid blaming—or shaming—the tourists, as they bear the least responsibility and possess the fewest tools to actually affect the system in a way that could alter the outcomes.”

In The New Tourist, McClanahan examines how both Amsterdam and Barcelona once aggressively pursued tourism. From the lead-up to the Summer Olympics in 1992 until 2015, Barcelona actively marketed itself as a tourist destination, while Amsterdam sought to attract visitors after the financial crash of 2008 with its marketing campaign, “Come and have a messy night out here.” McClanahan tells Dinogo that governments must be held accountable to shield their citizens from the negative impacts of tourism before it spirals out of control, as evidenced by the protests that occurred in Barcelona this summer.

Encouraging travelers to adopt behaviors that will positively influence the destinations they visit is essential—but scolding them is counterproductive, McClanahan argues. “I believe there’s no room for shame in achieving our goals.”