How Much British Tourism Can Europe Really Handle?

Image - Jacek Dylag

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As autumn arrives, another season of coastal Europe versus Brits abroad comes to a close. Months of cheap alcohol, AirBnBs and the odd ‘gracias’ or ‘efcharistó’ take their toll on the local communities that work through the peak season, making ends meet by providing entertainment to all the Britons that flock there each year. But at what cost? The rise of budget airlines, subletting websites and social media has all contributed to the mass annual exodus of sun-seekers, as they turf locals out to spend a week away from the monotony of daily routine. Yet tensions are rising, with some of Europe’s most popular tourist destinations finally hitting their limit.

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Cast your minds back to 2024, and you may recall mass protests against tourism, most notably in Gran Canaria and Barcelona, both in Spain. Placards with ‘Tourists, go home’ were commonplace, and water pistols were used to squirt those dining in al fresco restaurants, as they voiced their anger about overtourism and the increased rent prices. But what are local governments doing to ease the pain? They started by promising to ban rental apartments, especially unauthorised ones, by 2028 - a move that will hopefully free up 10,000 more living spaces for locals. Additionally, they’ve upped the tourist tax, a fee that those staying have to pay, in an effort to offset the costs of maintaining and restoring a city frequented by over 30 million tourists a year. With an average of €4 per person per night, for up to a week, they’re generating plenty of cashflow to help alleviate the damage, restoring infrastructure and supporting sustainability initiatives throughout both the city and the rest of the country. However, there are some complaints about the tax, amidst claims that they do not actually control tourism, as they are often applied at the last minute during check-in. They are simply there to ‘close a fiscal gap’ said the CEO of the European Tourism Agency, Tom Jenkins.

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Another question to ponder is the potential damage that our holidaying habits are having on international relations. Are we Brits ruining our image while tearing up local towns? Destinations like Zante, Magaluf and Albufeira are all prime targets for an end-of-school trip with friends, often seen as a rite of passage, with large groups from the same schools descending on the towns. Once there, chaos ensues - binge-drinking, illicit substances, hotel pools ruined and many a case of anti-social behaviour. Yet once the season is over, the towns are left, forgotten for months, until the next spring, as the weather once again tempts the masses to return. And alongside those who are there to party, there are those who are there to work the season. You can find many a case of those who have been lured in through PR companies, often advertised on TikTok and other social media platforms, claiming to have jobs ready and waiting for them, with ‘full consultations’ and ‘meet and greets with employers’ planned, to help them secure the job of their dreams for the summer. Not only are those seeking work driving a wedge in local communities and taking away potential work for those who live there, but they are also jeopardising relations between states, violating all working agreements between the countries. Illegal work is unfortunately commonplace, as some choose not to conduct research on their working rights around the world, or worse, are lied to by hiring managers, leaving them with no rights or legal defence, and a threat to report them to the police if they argue.

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However, despite all the pessimism, tourism is undeniably important to many economies, and Spain especially, with tourism reportedly contributing to 12% of the country’s GDP. Popular destinations outside mainland Spain are big contributors, suffering through the peak season, but also extending into spring and autumn due to their warmer climates. From the EU’s perspective, they forecast a phenomenal 1.9 trillion Euro contribution to the bloc’s GDP, around 11% for the year. Furthermore, international visitor spending was predicted to increase 11% from last year, and a 1.9% increase in domestic spending. This reinforces the undeniable presence that tourism has in the international community, and despite all its drawbacks, suggests that Europe would be incredibly different without it. However, it shouldn’t be ignored that not all EU states shoulder this weight equally, with Spain, Italy and France naturally taking more holidaymakers than their more inland counterparts.

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As we look to the future, ski resorts will begin to open their doors soon, and the ultrarich will begin to descend onto the Alps, dropping tens of thousands on a week-long holiday fuelled with designer coats, Moët and powdered snow. A new version of the ‘peak’ season, that attracts locals and natives, rather than hordes of Brits; the resorts that do cater to foreigners are often twice the price, with an undeniable emphasis on the Après of skiing, rather than genuine enjoyment of spending time on the slopes. The second half of the cycle is here: as the coasts recover, the mountains of the continent become a tourist capital, catering to every wish and call of those they are expected to serve.

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Yet when the snow melts, and the sea becomes more appealing, Easyjet, Ryanair and their counterparts will return to making a killing, and the cycle will begin again.