Layering Overtourism in Multi-value destinations- The Case of Medical, Health, and Wellness Tourism

Abstract

Tourism as a pastime and a leisure activity has been an important aspect of humankind's modern lifestyle. From medieval travels with the goal of trade, military pursuits, pilgrimage and historical chronicling, modern-day travels have moved to leisure and business activities. However, the influx of tourists in gargantuan proportions in several destinations has resulted in severe strain in managing the infrastructure. In several destinations, it has negatively impacted the resident's quality of living and resulted in severe backlash from the local population. The phenomenon is called overtourism, and several debates exist about construing it as a menace and controlling it. While a single blanket approach towards curbing and restricting tourist movements, this case examines the issue in terms of several layers based on the tourism value sought in a destination. This case study suggests prioritising and addressing the issue differently when multiple values are congruent, by discussing the layer of medical, health, and wellness tourism to prioritize public health in destination marketing and policy decisions in Overtourism affected destinations.