Else Beekman
As headlines warning of ‘tourismphobia’ in Spain continue to grab attention in British media, UK travel agencies are stepping in to correct the record. Concerned by rising client anxiety, the country’s main industry body ABTA has launched an online guide to help travel advisors address the issue head-on and reassure potential holidaymakers.
Speaking at the 8th World Summit of Travel Agencies Associations in Jaén, ABTA’s Director of Industry Relations, Susan Deer, acknowledged growing unease within the industry.
“In the UK, the media love a travel story, and over the last 18 months, many of those stories have centred around anti-tourism, particularly in Spain,” she said. “Agencies are concerned about how best to respond to growing client worries.”
A practical guide to clear the air
In response, ABTA has developed a dedicated resource for advisors to share accurate information with clients and guide conversations around responsible tourism. “We’ve created a guide, available on our website, to help travel advisors open a conversation with their clients, clarify any doubts, and provide truthful, balanced information,” said Deer. For ABTA, this is about giving travel advisors a voice, and the tools they need to speak confidently with travellers about tourism challenges without fuelling the flames of panic or misinformation.
“Travel habits haven’t changed”
Despite the often alarmist tone in some media reports, ABTA confirmed that tourism to Spain has not taken a hit.
“Travel habits haven’t changed,” said Deer. “People still want to go to Spain, even with the media attention. That speaks volumes about the way destinations are managed, and the role agents play in keeping that trust.”
Current climate present an opportunity, not a threat
For Mark Meader, Executive Vice President of the American Society of Travel Advisors (ASTA), the current climate actually presents an opportunity for agencies to show their value. “Media look for click-worthy headlines, but this is a chance for us to educate travellers in a complicated world,” Meader said during a panel on how advisors can lead the fight against overtourism. “The traveller wants to enjoy the Taj Mahal, but it’s our job to tell them when the best time to go is, or which day to avoid the crowds. Travellers want to steer clear of overtourism, that’s where we can step in and do what we do best.”
Misinformation with real-world impact
Meader noted that American travellers are particularly sensitive to news stories about destination unrest.
“Last year, many Americans were scared to go to Barcelona because they thought people would shoot them with water guns,” he said, half-joking. “It just shows the kind of reach travel advisors have when it comes to shaping perception.” He also emphasised the importance of local authorities managing overtourism effectively so both residents and visitors can enjoy destinations responsibly.
The influencer effect
Hernán Jackson, President of ACAV, Costa Rica’s travel agency association, warned that some of the worst misinformation comes not from traditional media, but from social media influencers. “Sometimes an influencer frames a story badly, and that harms a destination’s image. Travel agents need to be conscious of how to guide consumers properly, we’re the ones who convince them to go,” he said.
Managing the crowds
Ultimately, the panel agreed that the industry has a role to play in shaping a more thoughtful kind of tourism.
“Agents have a responsibility to make sure travellers feel comfortable and open to different experiences,” said Meader. “Many post-pandemic travellers are looking for something deeper, they want to see the Eiffel Tower, yes, but also want something meaningful and unique.” He noted that older American travellers in particular are now more willing to spend both time and money on sustainable, high-quality experiences.
Helping travellers make better choices
Deer believes travel advisors have a role not just in selling holidays, but in reshaping how travellers think about destinations. “When a customer is returning to the same place for the fourth or fifth time, maybe it’s time to suggest something new, something with more local flavour or more experiential value,” she said.
‘Tourists go home’ say residents of this popular neighbourhood in Barcelona