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Many tourism hotspots are ‘de‑marketing’ – with mixed success. We researched the smartest ways to do it
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Magazine article
Many tourism hotspots are ‘de‑marketing’ – with mixed success. We researched the smartest ways to do it
The Conversation
20/03/2026
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2 Record Views
Abstract
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 tourism destinations could do this successfully without causing major disruptions.
Details
- Title
- Many tourism hotspots are ‘de‑marketing’ – with mixed success. We researched the smartest ways to do it
- Creators
- Anne Hardy - Southern Cross UniversityGiancarlo Fedeli - Università degli Studi di Bergamo
- Publication Details
- The Conversation
- Publisher
- The Conversation Media Group Ltd
- Identifiers
- 991013361261402368
- Academic Unit
- Office of the PVC (Academic Innovation)
- Language
- English
- Resource Type
- Magazine article