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Overtourism Under Scrutiny, While Wealthy Travelers Seek a Longer Life at the Spa
September reveals two sides of the same industry: cities are gasping under the pressure of tourists and searching for tools to rein it in, while wealthy travelers are increasingly willing to pay more for peace, quiet, and health. We take a look at what the data and tourism authorities around the world are saying this week.
01 · Overtourism
The World Searches for a Cure for Tourist Overcrowding
Overtourism is no longer an academic topic - today it's the daily reality for managers of the world's most popular destinations. As a review by ABC News [1] shows, strategies vary dramatically depending on the location. Amsterdam has stopped promoting itself as a travel destination and has instead focused on managing the flow of visitors. Barcelona has gone further, planning to phase out licenses for more than 10,000 apartments rented to tourists via Airbnb by 2028, returning these units to residents. Venice, meanwhile, has opted for an outright ban: large cruise ships will no longer be allowed into the historic city center.
Other countries have reached for financial instruments. Japan tripled its tourist tax, Bali introduced a fee of around 15 dollars per visitor, and Bhutan - known for its "high value, low volume" policy - raised its daily fee to as much as 200 dollars. Thailand periodically closes the famous Maya Bay, giving the ecosystem time to regenerate, while Palau has taken an educational approach centered on responsibility - tourists must sign a pledge of responsible behavior upon entering the country.
For organizers of tourism trade fairs and destination representatives, this is a signal that managing tourist traffic is becoming just as important a topic as generating it. The question is no longer "how do we attract more visitors," but "how do we attract the right visitors, in the right numbers."
02 · Wellness Travel
Wellness and Longevity Travel Are Winning Over Travelers' Wallets
The answer to the era of mass tourism may lie precisely in the segment growing fastest on the other side of the market - wellness travel and so-called longevity travel, trips focused on extending and improving quality of life. According to data from consulting firm Simon-Kucher & Partners [2], in 2025 as many as 44% of affluent travelers took a wellness trip, and 58% are planning one in 2026. That's a huge gap compared to lower-income travelers, among whom the equivalent figures are just 21% and 26%.
The numbers are just as striking on the spending side - wellness travelers spend on average 36% more abroad than the typical tourist, and on domestic trips the gap reaches as much as 163%. This shows that wellness travel is no longer just an add-on to a holiday, but a distinct, profitable market segment in its own right. Interestingly, the trend isn't limited to affluent, middle-aged clients - nearly half of Gen Z and millennial respondents say they'll book a wellness trip in the coming year, suggesting demand will keep growing among younger travelers with less purchasing power too.
Taken together, the two stories paint a consistent picture: destinations overwhelmed by mass tourism are looking for ways to curb it, while the premium market is shifting toward quality, health, and longer, calmer stays. It's this second direction - tourism that's smaller in volume but higher in value - that may be exactly the remedy the cities from the first story are looking for.
Summary
Summary
This week points to a clear direction of change in global tourism: from grappling with the effects of excessive tourist traffic to a growing appetite for travel centered on health and wellbeing. Both of these stories will remain part of industry conversations long after this week is over.
Want to discuss tourist traffic management and the growing wellness travel segment in person? Join us at the TT Warsaw International Tourism Trade Fair - this is exactly where destination representatives, travel agencies, and the wellness industry come together to exchange experiences and explore new directions for growth.
Invitation
Tourist traffic management and the growing wellness segment are topics set to dominate the industry agenda in the months ahead as well. Join us at the TT Warsaw International Tourism Trade Fair to talk about sustainable destinations and new trends in health travel. Exhibitors from around the world, experts, and inspiring case studies await.
TT Warsaw 2026Footnotes
[1] ABC News (Australia) — https://www.abc.net.au/news/2026-09-20/overtourism-management-approaches-taxes-pledges-time-limits/103805446[2] Simon-Kucher & Partners — https://www.simon-kucher.com/en/insights/ai-tools-wellness-retreats-five-global-travel-trends-2026