Rethinking Tourism growth: balancing seasonality
In 2019, the world saw a record-breaking 1.4 billion international tourist arrivals, and many destinations were already struggling to manage this growth. The term “overtourism” became a buzzword, highlighting the strain on local communities and infrastructure. Now, as travel rebounds, we are faced with the same challenges but on a potentially even greater scale, with international arrivals expected to double by 2030.
With Airbus and Boeing projecting a doubling of their fleets by 2040, and over half of Europe’s key airports already operating at capacity during peak seasons, the real question is: How do we sustain tourism growth in a way that works for both visitors and host communities?
The answer lies in tackling the issue of seasonality. Many destinations experience chaotic, overcrowded peak seasons, followed by a lengthy low season with few visitors. Shifting more travel to off-peak periods could offer substantial benefits—for destinations and travelers alike.
Benefits For Destinations
Destinations have much to gain by smoothing out the seasonality curve. By promoting low-season travel, they can create a more consistent income stream, reduce their dependence on peak months and maintain year-round employment. Local workers would no longer face the exhausting cycle of being overworked for a few months and underemployed for the rest of the year.
There is also the environmental impact to consider. Fewer visitors during peak months would ease the strain on local resources and allow for better preservation of natural and cultural sites. In essence, embracing low-season travel could contribute to a healthier, more sustainable tourism model.
A Better Experience For Travelers
For travelers, the advantages of off-peak travel are equally compelling. Imagine exploring iconic sites like the Louvre or Kyoto’s temples without the stress of crowds. In the quieter low-season months, you can engage more deeply with the local culture, have unique experiences and gain a truer sense of place.
And it is not just about enjoying quieter spaces—traveling during these times often means lower costs for flights and accommodation. With greater availability and flexibility, travelers can build more enriching itineraries and enjoy better value.
Is It Achievable?
Realizing this shift will require collaboration across the entire tourism ecosystem. Airlines, for instance, could adjust schedules and pricing, while airports might reduce landing fees to encourage off-peak flights. Hotels could redesign their offerings for the low season, creating packages that highlight unique experiences available only at these times.
This is why the inaugural Tourism Seasonality Summit is so timely. It brings together leaders from tourism boards, airlines, airports and hotels to share strategies and explore successful case studies. By learning from one another, we can shape a future where tourism benefits are shared more evenly across the year and throughout communities.
A Sustainable Path Forward
It is time to redefine tourism growth. The low season should not be seen as a period of downtime, but as a valuable opportunity to build a more balanced, sustainable and resilient tourism industry. Let’s seize this moment to rethink when, where and how we travel, ensuring that tourism becomes a force for good—enriching lives, protecting cultures and preserving the beauty of our world for future generations.
