Locals hold the key to solving travel’s greatest challenge: Over-tourism

Article by Nick Bonney, Journey Maker Founder & CEO

Locals should be the architects of tourism in their communities — not just participants. Through extensive research and real-world examples, it’s clear that when residents actively shape tourism development, the results transform both the visitor experience and community wellbeing.

Think about it. It’s the locals that are the soul of any destination. They carry generations of stories, traditions, and intimate knowledge that make a place truly special. Their insights ensure tourism authentically reflects the community rather than imposing a generic, mass-market model.

Take the Masai Mara in Kenya. When local communities gained a voice in tourism development, something remarkable happened. Rather than just being subjects of safari tours, they became partners in conservation. Their traditional knowledge of wildlife patterns and ecosystems now shapes visitor experiences while preserving their cultural heritage.

But it goes deeper than that.

When residents guide tourism development, they protect what makes their home unique. In rural Cambodia and throughout south east Asia, villages participating in community-based tourism have preserved traditional crafts and ceremonies that might otherwise fade away. Visitors get authentic cultural exchanges while communities maintain their identity.

Photo by @rosalindjchang

The economic impact is equally profound. When tourism disperses beyond hotspots through local guidance, it creates opportunities in areas that traditionally saw few benefits. Small businesses emerge. Traditional skills find new markets. Young people see reasons to stay and contribute to their community’s future.

Infrastructure development follows a more sustainable path too. Instead of massive hotels that strain local resources, communities often opt for smaller, integrated projects that serve both visitors and residents. Think improved roads that help farmers get goods to market or restored heritage buildings that house both tourist activities and community spaces.

Environmental impact takes on new meaning when locals lead. Communities that depend on natural attractions for tourism become their fiercest protectors. In places like Jordan’s Dana Biosphere Reserve, local involvement has led to successful conservation programs that benefit both wildlife and residents.

The social fabric strengthens as well. Tourism planning brings people together, fostering collaboration and shared purpose. When communities see direct benefits from tourism, they’re more likely to support and participate in its development.

But here’s what really matters: positive growth and pride.

When locals shape tourism in their communities, they’re not just service providers — they’re proud hosts sharing their heritage on their own terms. This fundamentally changes the visitor-local dynamic from one of consumption to genuine cultural exchange.

Journey Maker is on a mission to combine AI-technology with authentic human insights

The technology exists to make this vision real. AI and digital platforms can help connect visitors with local experiences and insights at scale. But the human element — the local voice — must remain central.

The evidence is clear. Communities that actively participate in tourism development see better outcomes across every measure — economic, cultural, environmental, and social. They create experiences that feel personal and authentic while ensuring tourism serves local interests first.

This isn’t just theory. From the streets of Barcelona in recent months to remote mountain villages in Nepal, communities taking control of their tourism destiny are showing us the way forward. They’re proving that when locals lead, tourism becomes a force for preservation rather than disruption.

The future of sustainable tourism lies in empowering local voices. By giving communities the tools and platform to shape their tourism narrative, we can create experiences that truly benefit everyone — visitors and residents alike.

It’s time to recognize that locals aren’t just stakeholders in tourism development — they’re the key to its success. Their leadership, knowledge, and commitment to their communities will determine whether tourism helps or harms the places we love to visit.

The choice is clear. We can continue with tourism that sometimes overwhelms communities, or we can empower locals to guide its development. The latter path leads to richer experiences, stronger communities, and a more sustainable future for tourism.