A Critical Presentation to the WTTC

Not All Tourism is Overtourism

Not all tourism is overtourism. I remember saying this to my friend David back in August during a board meeting, and it clearly resonated, as he repeated it during a general session speech that was right on point. The conversation was born from countless articles I read about protests due to overtourism and non-stop coverage that positioned all foreign visitors as villains due to bad actors who don’t respect the privilege and responsibility that is part of international exploration.

I began to wonder if early red flags could be possible; warning signs that the tourism balance was about to tilt out of equilibrium if adjustments were not made. These triggers exist in the private sector including many in our businesses. These are numbers that jump off the page to you when they don’t look right and tell you exactly which lever to pull to bring things back in order. This data all existed; it just wasn’t tracked consistently by every country. That is what I had always believed, and now I am convinced.

Shortly after, I had conversations with ProColombia, the Colombia Tourism Board, as they had one of the best market Intelligence departments. It was a chance to help them collate the data correctly and create triggers that every country could learn from. Countless meetings and discussions later, we had our information, and clear metrics, that can help a country truly judge how the tourism machine is performing, with key indicators at the ready other than the number of visitors entering the country.

This week’s video is my presentation to the World Travel Tourism Council, showcasing the notion that better data does exist, that overtourism can be prevented with warning signs evident long before it becomes a problem. I must admit, Colombia was misspelled in the first slide, so we weren’t off to the best start… however it gave us the opportunity to enforce something special about Colombia.

The only U in Colombia is YOU. Enjoy the video!