Global tourism's rapid expansion is causing significant problems, from stressed communities to environmental harm. While fingers are often pointed at entities like Airbnb, cruise lines, or high-spending tourists, technology quietly fuels this boom. The internet's impact on trip planning and social media's amplification of obscure places reshape tourism profoundly. The rise of AI and virtual reality (VR) introduces uncertainty, with potential for both easing and intensifying overtourism.
Technology’s Historical Role in Tourism Growth
Historically, technological advancement has often spurred tourism booms. The 19th-century railway expansion transformed UK coastal towns into tourism hubs. In the 1960s, more affordable air travel opened places like Mallorca to millions. However, while those transport revolutions made travel accessible, today's digital platforms are mainly responsible for the changing tourism landscape.
The Internet’s Subtle Revolution
The digital world has blurred lines, indeed, between residents and those just visiting. Remote work, thanks to the internet, allows folks to live in vacation spots. "Digital nomads" take this further, working from anywhere with Wi-Fi, turning cities like Lisbon or Bali into longer-term residences. Fueled by platforms such as Airbnb—which hosted 5 million rentals in 2024—this can intensify pressure on housing and stir up resentment.
Social media, in particular TikTok, further supercharges tourism. Suddenly, viral videos can transform quieter places into must-see destinations. For instance, the Italian ski resort of Roccaraso saw a massive influx in January 2025 because of TikTok influencers. Similarly, Instagram and YouTube tend to amplify these hidden spots, bringing in crowds, which can really exacerbate overtourism.
Before the internet, you had agencies and print. Now platforms like Airbnb, Booking.com, and Expedia put hotels and rentals at the travelers' fingertips, which does democratize access, but also intensifies competition for the best spots. While this ease of use has made booking easier, that accessibility has strained cities such as Barcelona and Venice, where residents face escalating costs and overcrowding.
AI and Virtual Tourism: Real Solution, or More Trouble?
Artificial intelligence, or AI, provides potential solutions to some overtourism challenges. AI could personalize experiences, sending visitors to less-crowded destinations and reducing stress on those over-burdened spots. For example, algorithms could steer tourists to hidden gems in Albania or rural Spain, protecting fragile ecosystems in places like Machu Picchu or Santorini. AI also allows for improved visitor management through predictive analytics, helping anticipate tourist flows.
Virtual tourism offers the idea of "virtual vacations" that let people experience places from their own homes. Studies suggest that virtual reality could disrupt tourism, similar to the online shopping reshaping retail. However, the appeal of this is uncertain. In the 1960s, color TV wildlife documentaries were thought to cut down on travel to African reserves, but instead, sparked more demand for these in-person trips. Similarly, films shot in awesome locations—like New Zealand's “Lord of the Rings”—often boost tourism rather than replace it. Virtual tourism could enhance anticipation, making "real" visits seem more desirable.
Of course, the relentless march of overtourism could face headwinds. As people become more attuned to the environmental impact of their travels, greener choices like train journeys or eco-conscious accommodations are gaining traction. It's also worth noting that economic factors, such as rising prices and general inflation, might just put the brakes on those extended, far-flung vacations. Now, while these elements could lessen the burden of overtourism, let's be realistic – they probably won't eliminate it altogether.