For many people a holiday in a beautiful destination far from home is the way to relax and leave behind the daily grind.
The city of Amsterdam, known worldwide for its picturesque canals, red light district and bike lanes, has ceased to invest in traditional marketing altogether.
Amsterdam is trying to manage tourism, Amsterdam & Partners corporate communications specialist Mila de Heer says.
"Our aim is a visitor economy that contributes to the city, respects residents and strengthens Amsterdam's cultural, social and economic fabric."
In 2025 the travel and tourism sector generated $US11 trillion and accounted for nearly 10 per cent of the global economy, according to research by the World Travel and Tourism Council.
Western Sydney University sustainable tourism professor Joseph Cheer says It is important to understand that overtourism means more than just "a lot of tourists".
Overtourism manifests as overcrowding, loss of amenities, rapid development that communities cannot keep up with, noise, pollution, waste management issues and increased housing costs, Dr Cheer says.
In Barcelona, Spain's most visited city by foreign tourists, authorities announced a moratorium on short-term rentals such as Airbnb to help make the city more affordable for residents.
Mayor Jaume Collboni said the city would scrap the licences of more than 10,000 apartments approved as short-term rentals by November 2028.
We're not going to respond to demand, the city's new sustainable tourism commissioner José Antonio Donaire told The New York Times.
The Italian city of Venice banned large cruise ships from entering its centre in 2021, following years of protests by locals.