A Systemic Analysis of Overtourism and Tourismophobia: And What Destinations Can Do About It

In my last contribution as Observer, I analyzed the root causes of undertourism and imagined some remedies. This time around, I am going to focus on undertourism’s evil sibling: overtourism.

The two terms “overtourism,” and “tourismophobia” are used interchangeably by many experts. While those two problems are related, they are not exactly the same. Therefore they deserve to be imagined separately.

“Problems are simply the dense outer shell in which fantasies are wrapped,” says James Hillman. Now, let’s peel those layers one by one.

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Günter Soydanbay is a senior brand strategist agencies bring into the team when the obvious answers aren’t enough. Based in Brussels, he has worked with more than 150 brands and organisations across 19 countries. He sometimes describes his approach as psychotherapy for brands: looking underneath the presenting problem to understand what is really going on.

Got a brief that looks simple but isn’t?

That is usually where I’m most useful.

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