Social media, especially TikTok, has reshaped global tourism. The platform’s algorithm can turn destinations into overnight sensations. Short videos highlighting photogenic spots or unique experiences trigger a strong FOMO effect, pushing millions of people to flock to the same locations for similar content. This surge has created overtourism, disrupting social balance, cultural heritage, and environmental sustainability.

Japan has become one of the hardest-hit countries. In Fujikawaguchiko, authorities installed a 2.5-meter black barrier to block the “Lawson x Fuji” photo spot after crowds driven by TikTok overwhelmed the area. Meanwhile, in Kyoto, access to private alleys in the geisha district of Gion has been restricted, with violators facing fines up to ¥10,000. Mount Fuji itself is now regulated with daily quotas to protect both safety and the natural environment.

Bali faces a massive influx of foreign tourists seeking viral content. The local government introduced a Rp150,000 fee per visitor starting February 2024, with funds allocated for conservation and tourism management. Bali’s local enforcement units also monitor tourist behavior more strictly, addressing issues ranging from dress codes to temple etiquette.

Italy has taken strong measures to counter overtourism. Venice now charges day-trippers €5–10 during 54 peak days in 2025. Along the Amalfi Coast, a license plate rule limits traffic, while Portofino enforces “no-waiting zones” to curb selfie crowds. Cinque Terre also limits access to the Via dell’Amore trail with a quota of 400 visitors per hour.

Hallstatt, a small village of just 800 residents, can receive up to 10,000 visitors in a single day. This surge is fueled by viral social media content branding it as an “Instagrammable” destination. Local authorities even installed an “anti-selfie fence” to block popular photo spots.

Barcelona has announced it will phase out all tourist apartment licenses by 2028, following mounting protests against mass tourism and a worsening housing crisis. The city also raised tourist taxes and moved to limit the number of short-stay cruise ship passengers. Meanwhile, protests in Mallorca and the Balearic Islands highlight growing tensions between residents and the tourism industry.

In Canada, Banff National Park recorded 4.28 million visitors in one year. Lake Louise and Moraine Lake are the most overcrowded. Since 2023, private vehicle access to Moraine Lake has been banned, with tourists required to use official shuttles. This policy aims to ensure visitor safety and preserve the quality of the experience.

Mexico welcomed 45.39 million international tourists in 2024. Riviera Maya, Tulum, and Cancún are among the most impacted. Tulum, once a quiet exotic spot, has transformed into a costly and overcrowded destination, heavily influenced by viral promotion. Even recurring issues such as seaweed invasions fail to stop tourists arriving in droves for TikTok-worthy content.

Countries affected by overtourism have implemented various policies:

• Quotas and entry fees: like in Venice and Mount Fuji.

• Restricted access: as seen in Kyoto and Moraine Lake.

• Accommodation limits: Barcelona’s move against tourist apartments.

• Tourist behavior enforcement: in Bali and Kyoto.

These approaches demonstrate that overtourism is no longer just a passing trend, but a pressing global issue requiring firm management.

TikTok has become a powerful catalyst reshaping global tourism. While it boosts local economies, the social, cultural, and environmental costs are enormous. Countries like Japan, Indonesia, Italy, Austria, Spain, Canada, and Mexico now stand at a crossroads, seeking balance between economic gains and sustainability.

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Overtourism