Overtourism: When travel becomes too much of a good thing

As we head into the summer travel season,

隨著我們邁入夏季旅遊旺季，

the world's most famous destinations have one thing abundantly in common:

全球最著名的旅遊勝地都有一個非常明顯的共通點：

lots and lots and lots of tourists.

滿滿、滿滿、滿滿的觀光客。

So, when is many too many?

那麼，到底多少才算太多？

Seth Doane checks it out.

賽斯·多恩為您深入報導。

We're bombarded, lured, or both,

我們被大量宣傳轟炸、誘惑，或是兩者兼具，

as hotels, airlines, social media influencers, cruise companies,

因為飯店、航空公司、社群網紅、郵輪公司，

and our own friends curate, post, and tempt.

還有我們自己的朋友，不斷策劃、發文並吸引著我們。

Tourism can bring a lot to a community: money, jobs.

觀光能為社區帶來很多好處：金錢、就業機會。

Yeah, I mean, tourism is a huge economic force.

對，觀光是一股龐大的經濟力量。

Globally, tourism is 10% of the global economy.

全球而言，觀光占了全球經濟的百分之十。

It's about one in 10 jobs around the world.

全世界大約每十個工作就有一個跟旅遊相關。

What's often cropped out are the crowds and lines,

但照片裡經常被裁切掉的，是擁擠的人潮與排隊隊伍，

the frustrations that can come with vacationing today,

以及如今度假時可能面臨的種種挫折，

or living in a vacation destination.

或是住在觀光勝地所經歷的困擾。

Where we see neighborhoods starting to serve tourists more than residents,

當我們看到社區開始服務觀光客多於服務在地居民時，

that's where we start to see problems, and that's where we start to see pushbacks,

那就是問題開始浮現的地方，也是反彈開始出現的時刻，

like we've seen some anti-tourism protests in places like Barcelona.

就像我們在巴塞隆納等地方看到的一些反觀光抗議活動。

Paris-based writer Paige McClanahan has covered travel and tourism for decades.

長駐巴黎的作家佩琪·麥克拉納漢報導旅遊與觀光產業已有數十年。

The Louvre is a place on many tourists' checklists.

羅浮宮是許多遊客必訪清單上的景點。

Absolutely. I mean...

絕對是。我是說……

The Louvre is the world's most visited museum.

羅浮宮是全世界參觀人數最多的博物館。

In June 2025, employees went on strike

在2025年6月，員工發動罷工，

because of its inability to cope with the crowds.

因為館方已經無力應付龐大的人潮。

I think it's obviously an iconic spot.

我認為這顯然是一個標誌性的景點。

It's also a spot that really epitomizes some of the pressures that we've been talking about.

這也是一個極具代表性的地點，具體呈現了我們一直在談論的種種壓力。

In "The New Tourist," McClanahan traces how guidebooks, low-cost airlines,

在《新觀光客》一書中，麥克拉納漢探討了旅遊指南、廉價航空，

and now social media are fueling a surge in travel.

以及如今的社群媒體，如何推動旅遊熱潮的爆發。

In 1950, there were 25 million tourist arrivals around the world.

1950年，全球旅遊人次只有2500萬。

Today, there's more than 1.5 billion.

如今，這個數字已超過15億。

It feels like tourism is having a coming-of-age moment,

感覺觀光業正迎來一個成熟轉折的關鍵時刻，

where destinations are really waking up to the fact that tourism is something that needs regulation,

許多目的地終於意識到，觀光是一件需要受到規範的事情，

it needs taxes, it needs urban planning laws, it needs physical infrastructure.

需要徵稅、需要都市規劃法規，也需要實質的基礎建設。

At the same time, tourists, we travelers, are also waking up

與此同時，身為旅人的我們，也開始意識到

to the impact of our presence in places.

自己的到訪對當地所造成的影響。

Has social media been good or bad for travel?

社群媒體對旅遊究竟是好是壞？

Yes.

都是。

Yes to both?

兩者都是嗎？

Yes to both.

兩者皆是。

Consider this:

想想這個例子：

a canyon in Iceland had to be closed

冰島的一座峽谷不得不關閉，

after a Justin Bieber music video attracted too many tourists.

因為小賈斯汀的一支音樂錄影帶引來了過多遊客。

A farmer in Italy's Dolomites protested crowds

義大利多洛米蒂山脈的一位農夫為抗議人潮，

by installing a turnstile to charge to get to Instagrammable spots like these.

裝設了旋轉閘門，對前往這些IG打卡景點的遊客收費。

Then there's this fragile city.

接著還有這座脆弱的城市。

Each year, around 30 million visitors come here to Venice.

每年大約有3000萬名遊客造訪威尼斯。

That's about 600 times the local population.

這大約是當地人口的600倍。

In 2024, the city implemented a fee for day-trippers of €5 to €10 at peak times.

2024年，該市針對尖峰時段的一日遊旅客收取5至10歐元的費用。

It's one way to combat the crush of tourists.

這是緩解觀光人潮擁擠的手段之一。

It's also tried banning massive cruise ships, but tourists still come.

市府也曾試圖禁止大型郵輪進入，但遊客依然絡繹不絕。

Portofino, on Italy's other coast, added new rules

位在義大利另一端海岸的波托菲諾制定了新規定，

to manage the behavior of those already there.

以管理已經身處當地的遊客行為。

It's so busy, you have to limit the traffic?

這裡太繁忙了，所以你們必須限制人流嗎？

Yes. It's busy every day.

是的。每天人都很多。

Police commander Chiariello Giuseppina got new duties this past summer

警察局長基亞雷洛·朱塞佩娜在去年夏天接下了新任務，

when Portofino banned drinking alcohol or sitting on the ground in main streets and squares.

當時波托菲諾禁止在主要街道和廣場飲酒或席地而坐。

Also off limits in peak times: being barefoot or shirtless.

尖峰時段同樣被禁止的還有：赤腳或赤裸上身。

There's an up to €500 fine.

最高可處以500歐元的罰款。

Do you ever hear complaints,

妳有聽過抱怨嗎？

people who say, "Why do I have to put on a shirt?"

比如有人會說：「為什麼我一定要穿上衣服？」

No, no. We have no complaints. In general, people understand.

不，沒有。我們沒收到抱怨。一般來說，大家都能理解。

We explain that we are, yes, on the sea,

我們會解釋，雖然我們確實是在海邊，

but we are in a very famous center,

但我們身處的是一個非常著名的市中心，

and it's correct to respect and enjoy the, the town.

尊重並好好享受這座城鎮才是正確的做法。

Across Europe, countries are trying to regulate tourism.

歐洲各國都在設法規範觀光業。

Spain started removing tens of thousands of illegal Airbnbs,

西班牙開始取締數以萬計的非法Airbnb短租，

and introduced taxes which decrease over time to encourage longer stays.

並推行隨停留時間遞減的稅制，以鼓勵遊客拉長住宿天數。

What should tourist destinations, municipalities do?

旅遊目的地和地方政府到底該怎麼做？

It's not the sexiest topic, really,

這話題其實不算很吸引人，

but one really interesting tool is a tourism tax.

但一個非常有趣的工具就是觀光稅。

And we're seeing that in Amsterdam,

我們在阿姆斯特丹就看到了這個做法，

they've upped the tourist tax to 12.5%,

他們已將觀光稅調高到百分之12.5，

which is currently the highest in Europe.

目前是全歐洲最高的稅率。

Amsterdam is known for its canals, and more and more, its crowds.

阿姆斯特丹以運河聞名，而現在也越來越以擁擠的人潮著稱。

Home to fewer than 1 million residents,

這裡的常住居民不到100萬人，

it saw a record 23 million tourists in 2024.

2024年卻迎來創紀錄的2300萬名遊客。

At a certain point, residents started to raise their voices.

到了某個時間點，居民們開始發聲抗議。

Anouschka Trauschke used to manage what she called a "typical tour company,"

阿努舒卡·特勞施克過去曾經營她口中「典型的旅行社」，

but said she had an inner conflict.

但她表示自己內心相當矛盾。

You feel like, "I'm an ambassador of the city,"

你覺得「我是這座城市的大使」，

but on the other side, you were feeling that you were part of a problem.

但在另一方面，你卻又覺得自己成了問題的一部分。

She organizes community sessions to brainstorm solutions to overtourism,

她組織社區會議，共同為過度旅遊腦力激盪解決方案，

and started "Tours That Matter,"

並創立了「有意義的旅行」，

Yeah, it will leave, I think, in about a minute.

對，大概一分鐘後就會出發。

which tailors visits, often touring less-trafficked spots.

該公司量身打造參觀行程，經常走訪人潮較少的景點。

It's upcoming district.

這是新興的區域。

And it's not long to get here. It's...

而且來這裡不需要花很多時間，只要……

It's a minute.

只要一分鐘。

...just a few minutes.

……幾分鐘而已。

Like taking the ferry to North Amsterdam.

像是搭乘渡輪前往北阿姆斯特丹。

So, they use like old houseboats...

所以他們利用舊船屋……

This former shipyard is on one of her tours.

這座前造船廠就是她規劃的導覽路線之一。

Isn't this just a drop in the bucket?

這難道不是杯水車薪嗎？

When you're talking about 20 million, 20 million-plus tourists,

當我們談論的是兩千萬、兩千萬以上的觀光客，

bringing a handful of people here doesn't really change anything.

帶少數幾個人來這裡並無法真正改變什麼。

That's what you would think,

你可能會這麼想，

but with Tours That Matter, we've been very much part of a pioneer movement.

但透過「有意義的旅行」，我們在很大程度上是一場先鋒運動的推動者。

And then we still have this large, large tourism that is just asking for transition.

而且我們仍面對如此龐大的觀光量，這正急需全面轉型。

Okay. This is my street.

好的。這就是我住的街。

This is your street here?

這是你住的街區？

Yeah, my street.

對，我家這條街。

Edwin Schlovenik is pushing for that transition.

愛德溫·施洛維尼克正全力推動這樣的轉變。

How long have you been here?

你在這裡住多久了？

33 years.

33年了。

He lives in the world-famous Red Light District,

他住在舉世聞名的紅燈區，

known for its windows and sex workers,

那裡以櫥窗和性工作者聞名，

but says his friends won't come visit anymore.

但他表示他的朋友們再也不願意來拜訪他了。

Because?

為什麼？

Because of too many tourists.

因為觀光客實在太多了。

Lately, he's been able to find a little more peace at home.

最近，他終於在家裡找到多一點平靜。

Guided tours are no longer allowed in the often-noisy neighborhood,

這個時常吵雜的社區已不再允許導覽團進入，

and bars must close earlier.

酒吧也必須提早打烊。

He's also joined a community campaign called "We Live Here."

他還加入了一個名為「我們住在這」的社區宣傳活動。

The idea is to show this, the visitors to this area,

這個構想是為了向造訪這區的遊客表明，

that there's not only party, but there's also a residential area.

這裡不僅僅是派對場所，同時也是一般的住宅區。

There are different campaigns, "The We Live Here" campaign. We can see the sign right there.

有各式各樣的倡議活動，像「我們住在這」運動，就在那裡我們能看到標語。

There are different efforts underway.

目前有各種努力正在進行。

Yeah, and I love that campaign, and I think those efforts are great,

對，我很喜歡那項倡議，也覺得那些努力很棒，

but it's great, but it's just not enough.

但儘管很好，卻還是遠遠不夠。

Jasper van Dijk is an economist

賈斯珀·范戴克是一位經濟學家，

who's part of a group trying to sue the city of Amsterdam

他參與的團體正試圖起訴阿姆斯特丹市政府，

for not adhering to an agreed-upon cap of 20 million tourists.

因為市府未能嚴格遵守雙方商定好的2000萬名遊客上限。

One of the reasons we wanted to come here is because you see both the problem,

我們想來這裡採訪的原因之一，是因為在這裡你既能看見問題，

and you do see some solutions, too.

同時也能看到一些解決方案。

The city has taken measures to combat this.

這座城市已經採取措施來應對這個問題。

Yeah, the city definitely took measures,

對，市府確實採取了措施，

and I think we're also one of the front-runners in Europe,

而且我認為我們在歐洲也算是領頭羊之一，

but we're saying it's quite too little, too late. We can do way more.

但我們的看法是，這些措施做得太少、也太遲了，我們本該能做得更多。

He thinks even higher tourist taxes would cut down on the numbers.

他認為進一步提高觀光稅才能有效減少遊客數量。

We had plenty of questions for the city of Amsterdam,

我們對阿姆斯特丹市政府有許多疑問，

but could not get anyone to talk with us.

卻找不到任何人願意接受我們的採訪。

The mayor, the deputy mayor involved in tourism,

市長、主管觀光業務的副市長，

even the marketing agency working with the city,

甚至與市府合作的行銷公關公司，

each declined our request to be interviewed.

全都婉拒了我們的受訪邀請。

The irony is that 10 years ago,

諷刺的是，十年前

the city had so much success with its marketing, "I Amsterdam,"

這座城市憑藉著「我愛阿姆斯特丹」的行銷口號大獲成功，

that it later launched another campaign,

以至於後來又發起另一波宣傳，

encouraging rowdy visitors to stay away.

勸阻喧鬧的遊客不要前往。

In too many cases, you have to get to some sort of a breaking point

在太多情況下，往往要等到瀕臨臨界點，

before the city wakes up and realizes they need to invest like this.

城市才會清醒過來，意識到自己需要進行這樣的投入與規劃。

Paige McClanahan says solutions need to be catered to each community,

佩琪·麥克拉納漢表示，解決方案必須因應各個社區量身定制，