Why is a travel company talking about overtourism?

We’ve always believed tourism should have a positive impact on the land and the communities that make places special, but we also recognise that without care, it can do the exact opposite. Overtourism occurs when too many people visit the same place at the same time.

It strains communities, causes environmental damage, and ends up making those places less desirable as travel destinations.  We know guests are increasingly conscious of this issue, while in some places, governments and local councils are implementing licencing, tax increases on holiday lets and tourist levies in an attempt to fight against overtourism. 

Overtourism affects our owners and our business, making this a tough, tangled issue, but one which we feel the travel industry has a duty to face up to. We know that we are part of the problem but believe that we can also be part of the solution by taking action that we hope others will follow. 

Our approach isn’t about having all the answers—it’s about doing what we can, sharing what works, and inspiring others to take steps of their own. It’s also not about discouraging travel to any particular destination. We want guests to love the places they visit and for owners and locals to love having them there. We believe that together, we can shape a more thoughtful, balanced kind of travel.  

 

What are the impacts of overtourism?

When destinations are overwhelmed by visitor numbers, it can lead to: 

  • Strained local infrastructure and resources 
  • Environmental degradation and loss of biodiversity 
  • Anger among local residents 
  • Displacement of locals through economic pressure 
  • Overcrowded attractions and a diluted travel experience 
  • Second homes can make year-round housing options scarce, contributing to a loss of local services and community.  

 

What are we doing about it?

We’ve instituted an overtourism policy which guides and shapes our marketing and strategic decisions as a business. We encourage guests to travel differently, not just in the destinations they choose but in the means of transport they use, when they visit and how they interact with local communities. It’s a collaborative effort, involving all our owners in providing the information and incentives to make travelling better; not just easy but exciting for our guests.  

Here’s the policy in full: 

1. We will promote alternative or lesser-known places to visit or things to do in destinations that are subject to overtourism, encouraging guests to explore a wider range of places, easing pressure on popular hot spots 

2. We will not promote travelling to the destinations affected by overtourism during school or bank holidays and peak summer season (July-August). Instead, we will promote shoulder-seasons and off-peak, highlighting the benefits of travelling at these times 

 3. We will create and commission content to raise awareness of the impacts of overtourism and inspire responsible travel – including respect for local culture and protecting the environment and heritage sites 

4. We will promote the use of environmentally conscious transport to our holidays, to help reduce traffic congestion, pollution and carbon emissions, through improved information for guests across all sites, as well as incentives and discounts. 

5. We will continually monitor travel trends to identify emerging overtourism hotspots and ensure we do not over-publicise areas and create new problems 

6. We will remain committed to gathering insights annually, working closely with local communities to ensure their voices are central to our policy and campaigns. This will include perspectives from those negatively affected by tourism’s impact. By ensuring collaboration, we aim to make tourism a positive, sustainable force that supports local needs and preserves community well-being 

7. We will review our policies, criteria, and capped destinations on an annual basis using data and insights gathered. 

On top of those ongoing commitments, we’ve also implemented Destination Capping, in which we limit the number of properties we represent in areas subject to overtourism.  

For Sawday’s, this means the following limits on places in these destinations: 

  • Isle of Skye (18) 
  • Lake District National Park (40) 
  • Snowdonia National Park (8) 
  • St Ives (5) 
  • Mousehole (5) 
  • Salcombe (5) 
  • St Minver Lowlands and Highlands (Rock and Polzeath) (5) 
  • Southwold, Suffolk (3) 
  • Abersoch, Wales  (3) 
  • Venice (16) 
  • Parco Nazionale delle Cinque Terre (3) 
  • Palma de Mallorca (3) 
  • Florence (5) 
  • Barcelona (5) 

You can read more about how this works here. 

 

How can you get involved? 

If you’re a Sawday’s owner, thean we have plenty of ways you can help tackle overtourism in your area. If you’re a guest, then it’s simple. Think about where, when and how you travel, as well as keeping an eye on our marketing for suggestions on lesser-known destinations and new ways to approach your old favourites.