Many tourism hotspots are ‘de-marketing’ – with mixed success. We researched the smartest ways to do it

Those who watched the recent Milan Cortina Winter Olympics and Paralympics probably placed Italy high on their travel bucket lists. Global events frequently generate abrupt spikes in visitor demand. This is a boon for many tourism operators and business owners, but it often leads to short term yet significant pressures on destinations, resulting in concerns regarding overtourism. Some destinations are therefore actively trying to reduce tourism – with mixed success. We recently researched how