Overcrowded destinations on the road to ruin with lowest ratings

Visitors want authentic experiences says latest research – long term sustainability gets short term profits too

Latest Spanish research has shown that visitors really want sustainable destinations -and don’t want to fight their way through crowds.

Two Spanish studies conducted jointly by researchers from the Universities of Extremadura and Jaén have revealed that visitors are now appreciating sustainably managed destinations more than ever.

The studies have indicated that tourists are opting for destinations that have decided to integrate environmental and/or heritage sustainability, in their offer. The visitors simply want "more satisfying experiences."

Lidia Andrades, a professor in the Department of Business Management and Sociology at University of Extramadura and co-author of the report, said that the purpose of the study was to "demystify certain beliefs or social myths, such as the view that investment in sustainability is less profitable in the short-term."

According to Andrades, the research has demonstrated that, from an economic standpoint, meeting tourist demands, while protecting tourist areas for the future, is viable.

"Until a few years ago tourists did not know the difference between a sustainable destination and one that was not. However, this is changing," said the researcher: "Tourists demand unforgettable experiences in destinations that are not overcrowded or over-exploited, destinations that preserve their uniqueness and identity and that are able to provide authentic experiences."

These studies have shown that "sustainable tourism management promotes a country’s socio-economic development by preserving resources and generating employment," the university said in a press release.

The studies also found that the tourist experience is significantly worse when destinations are overcrowded.

"It is paradoxical, but we have noticed that the most popular destinations are getting a lower rating than other supposedly less attractive destinations – this is because these areas are overcrowded," said Andrade, "If measures are not put in place to preserve resources they will deteriorate and in the long term this will be detrimental to the image of these destinations, which will be left out of the market."

The researchers are also worried that after the survey (between 2008 and 2011) out of a total of 128 countries, only eleven had improved ratings for sustainable tourism.

Valere Tjolle

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