Urban Overtourism in Asia: When Popularity Becomes a Problem

19 Jun 2025

8 Min Read

Dr Chia Kei Wei (Academic Contributor)

IN THIS ARTICLE

Contributed by Dr Chia Kei Wei, whose research explores tourism management, sustainable tourism, island tourism, and rural tourism. He can be reached at keiwei.chia@taylors.edu.my.

Tourism has long been celebrated as a force for good — a generator of jobs, a driver of local economies, and a bridge between cultures. Yet in many of the world’s most popular cities, its sheer scale is beginning to tip the balance. Streets become overcrowded, public infrastructure stretches beyond capacity, heritage sites suffer damage, and locals find themselves priced out or displaced. This phenomenon, known as urban overtourism, is now particularly visible across Asia, where booming economies and a rising middle class have fuelled unprecedented travel growth.

The Rise of Urban Overtourism in Asia

In the last decade, Asia has emerged as a powerhouse of global tourism. According to the United Nations World Tourism Organisation, the Asia-Pacific region was the fastest-growing for international arrivals in the years leading up to the pandemic — and that momentum is returning fast. Several factors have contributed to this surge, especially within the region itself.

A key driver is the rise of the Asian middle class. In countries like China, India, Indonesia, and Vietnam, millions of people now enjoy higher disposable incomes and greater access to leisure travel. What was once considered a luxury is now seen as a lifestyle — short weekend trips, budget holidays, and family getaways are increasingly common. At the same time, visa liberalisation policies and the proliferation of low-cost carriers like AirAsia, Scoot, and VietJet have made regional travel more affordable than ever.

_{In Seoul, areas like Bukchon Hanok Village have become viral hotspots thanks to platforms like Instagram, TikTok, and YouTube. Once a quiet residential neighbourhood known for its preserved traditional Korean houses (hanoks), Bukchon now receives over 10,000 visitors a day during peak tourist seasons. Many come dressed in rented hanbok — traditional Korean clothing — to recreate picture-perfect moments among the narrow alleys and tiled rooftops.}

The pursuit of likes and share-worthy experiences has transformed travel into a visual checklist — one that often funnels tourists into the same few locations, all year round. Asia’s unique scale, combined with this digital dynamic, means overtourism is not just seasonal — it’s constant, and growing.

The Impact of Overtourism on Asian Cities

As more people travel, the consequences of unchecked tourism are becoming harder to ignore. In many Asian cities, the very features that make a place special — its culture, its environment, its rhythm of daily life are now under strain.

Heritage sites, for instance, are particularly vulnerable. In Cambodia’s Angkor Wat, conservationists have raised concerns about structural damage due to the volume of foot traffic. In Kyoto, tourists have been criticised for renting kimonos and trespassing into private residential spaces in pursuit of ‘authentic’ cultural shots — behaviour that blurs the line between appreciation and disrespect.

_{To help visitors experience the true spirit of Kyoto, the city launched a tourist etiquette campaign with signs advising travellers to remain silent in sacred places, avoid stopping geisha on the streets, and refrain from smoking in public areas. These multilingual messages were prominently displayed at train stations, bus stops, and other major tourist touchpoints throughout the city.}

Perhaps one of the most visible recent examples is at Mount Fuji, where a surge in tourists has created chaos in the small town of Fujikawaguchiko — particularly near a convenience store that offers a perfectly framed view of the iconic mountain. Tourists have been blocking pavements, climbing on rooftops, and ignoring traffic rules just to capture the ‘perfect Instagram shot.’

Lawson, convenience store franchise chain in Japan with Mount Fuji in background

_{Local residents reported disruptions to daily life, with businesses forced to put up barriers and even consider installing a large black mesh screen to block the mountain view altogether.}

Environmental damage is another growing concern. Boracay in the Philippines, once hailed for its white sand beaches, had to be closed to tourists for six months in 2018 due to pollution and unchecked development. Similarly, Maya Bay in Thailand — made famous by The Beach (2000)— was closed for more than three years to allow its coral ecosystems to recover from the devastating impact of mass tourism.

_{Hoi An, a UNESCO World Heritage city, now receives over 4.4 million visitors annually, despite its compact size. This surge in tourism has overwhelmed its narrow streets, traditional markets, and scenic riverfront. In response, local authorities have introduced crowd control measures during festivals and peak weekends.}

Rethinking Tourism: Sustainable Solutions for Urban Destinations

Faced with these challenges, many Asian cities are now exploring more sustainable ways to manage tourism. These solutions range from regulatory reforms and decentralisation strategies to new uses of technology and eco-conscious policies.

Bhutan offers one of the clearest examples of a bold, preventative approach. The country follows a ‘high-value, low-impact’ model that charges tourists a daily fee, thereby capping visitor numbers while ensuring that tourism revenue supports cultural preservation and environmental protection.

Tiger's Nest Monastery (Taktshang) in the Kingdom of Bhutan

^{Bhutan is the only country in the world that charges international tourists a Sustainable Development Fee (SDF) of USD 100 per person per day (as of September 2023) — not to limit tourism for profit, but to protect its culture and environment. The revenue goes directly into funding free education and healthcare for citizens, preserving sacred sites, and ensuring that tourism doesn't overwhelm local communities.}

Urban centres are also confronting the side effects of short-term rental platforms, which often reduce housing availability for residents. Singapore has taken a firm stance, mandating a minimum stay of three months for private residential units — effectively limiting Airbnb-style stays in most areas. This helps preserve community dynamics and prevent housing inflation. Other global cities, including New York and Barcelona, have introduced similar regulations to maintain livability for locals while managing tourism growth.

To address overtourism, cities like Barcelona focus on redistributing visitors, promoting lesser-known areas, and diversifying their economy. Strategies include better transport, green spaces, and tourism planning that respects both residents and the environment.

— Dr Chia Kei Wei

The Role of the Conscious Traveller

While urban planners and policymakers play a critical role, travellers themselves must be part of the solution. Tourism isn’t just something that happens to cities — it’s shaped by every decision we make as individuals.

One of the most powerful choices a traveller can make is to go off the beaten path. Choosing Luang Prabang over Bangkok, Kaohsiung over Taipei, or Ipoh over Kuala Lumpur helps distribute tourism benefits more evenly while reducing pressure on major hotspots. These destinations often offer more authentic and less commercialised experiences, and they reward those willing to explore with unexpected beauty.

Group of Asian young travelers trying local street food at Petaling Street Chinatown street market

_{Respect is equally vital. Understanding and honouring local customs, dressing appropriately at cultural sites, and avoiding disruptive behaviour in residential areas all contribute to a more positive relationship between tourists and communities. Supporting local businesses, artisans, and family-run homestays over large tourism chains also ensures that money stays within the community.}

Sustainability starts with small, practical choices. Carrying a reusable water bottle, choosing public transport over taxis, staying in eco-certified accommodations, and reducing waste all help to minimise the environmental footprint of travel. These actions may seem minor, but their impact multiplies when adopted widely.

Timing also matters. Travelling during off-peak seasons not only offers a more relaxed experience but also supports local economies year-round. Imagine wandering Kyoto’s temples in early winter instead of jostling for photos in cherry blossom season — quieter, more reflective, and arguably more rewarding.

_{Arashiyama, Kyoto’s scenic mountain district, transforms into a tranquil winter wonderland between December and February. When snow gently covers the bamboo groves, Togetsukyo Bridge, and the hills along the Hozugawa River, the entire landscape takes on a serene, almost ethereal quality. Winter mornings are especially quiet, offering visitors a rare moment to walk through the bamboo forest without the usual crowds — just the sound of crunching snow and rustling leaves.}

Conclusion

When tourism grows without care, cities can lose more than just space. They lose the feeling that made them special in the first place. Streets become crowded, daily life is disrupted, and culture starts to feel like a performance.

But change is already happening. Cities across Asia are taking steps to protect what matters. They’re finding better ways to welcome visitors while keeping communities strong and traditions alive.

Travel doesn’t have to come at a cost. When we choose to slow down, explore respectfully, and stay curious, we help create a more meaningful kind of journey — one that benefits everyone.

Because in the end, how we travel shapes the kind of world we all get to share.

Discover how you can lead the change towards more sustainable, people-centred tourism. Explore the Bachelor of International Tourism Management and turn your passion for travel into a purpose-driven career.

BOOK AN APPOINTMENT

BACK TO NEWS AND ARTICLES

{{ firstlevel.title }}

{{ firstlevel.title ? firstlevel.title : vm.computedTitle(firstlevel.path) }}

{{ secondlevel.title }}

{{ secondlevel.title }}

{{ secondlevel.title }}

{{ secondlevel.title }}

{{ thirdLevel.title }}