Overtourism stresses out your guests too!

New research shows that crowded destinations can trigger stress. Understanding where visitors look may help DMOs manage it.

Too many visitors stress out visitors as well as hosts. A study by Mashkov et al. (2025) reveals that crowding isn’t just a logistical problem; it’s an emotional one. Using eye-tracking, GPS, and physiological sensors, researchers found that visitors show clear signs of stress in congested spaces. As crowds grow, people unconsciously shift their gaze away from others and toward products, buildings, or the ground to cope.

Where tourists look can reveal how crowded a place feels. Eye-tracking offers a real-time indicator of density and pressure points, giving destinations a more accurate picture of when and where crowding becomes overwhelming.

Most DMOs rely on surveys or head counts, but those tools miss the emotional impact of high density. Responsible travel starts with responsible crowd management, and that begins with seeing crowding from the visitor’s point of view.

What DMOs can do:

• Guide visitors to less busy areas using real-time data, signage, or digital tools that point travelers toward quieter options.
• Promote off-peak experiences by highlighting itineraries and messaging that encourage early morning, late evening, or weekday visits.
• Spread visitors out with smart routing and storytelling through alternative paths, dispersed attractions, and content that inspires interest beyond typical hotspots.
• Tailor messaging around emotional experience—not just logistics by preparing and reassuring visitors and offering choices that support a more comfortable, sustainable experience.

By designing experiences that respect emotional comfort and spatial limits, destinations can create environments that feel welcoming even when they’re busy.

The study can be found here.

Mashkov, R. et al. (2025). ‘Measuring reactions to congestion in the digital era’, Annals of Tourism Research, 113, p. 103976. doi:10.1016/j.annals.2025.103976.