By Emmanuel Mounier, Secretary General, Global Travel Tech.
From Smart Nudges to Strategic Gaps
Algorithms are increasingly promoted as solutions to over-tourism, helping spread tourist flows in time and space through real-time data, predictive modelling, and itinerary nudging. But there is only so much optimisation can do. Iconic landmarks will still attract the crowds, and most families will still be unable to travel in June or September. The bigger issue is a lack of strategy: destinations often send mixed signals, chasing both higher visitor numbers and better crowd management. As the examples of Japan, Thailand, and Corsica show, the tension between growth and limits cannot be solved by code alone.
Japan vs. Thailand: Same Tools, Different Goals
There is growing interest in using digital tools to smooth demand across time and space. Japan is combining real-time data with visitor caps, higher departure taxes, and stricter access rules. In Kyoto, tourists are now guided by a code of conduct and encouraged to reroute through shuttle systems. These decisions reflect political trade-offs and a willingness to confront tensions between local well-being and visitor volume. Thailand, by contrast, continues to push for growth, simultaneously targeting “high-value” tourists and keeping the volume of visitors high. Both countries are investing in technology, but only one is grappling with the harder governance questions.
Corsica: Strategy Without Stakeholder Coordination
Corsica’s recent backlash illustrates what happens when destinations act without shared priorities. In 2025, the island stopped promoting July–August tourism and introduced visitor limits to protect fragile natural areas. But operators pushed back quickly, citing a collapse in ROI and a lack of consultation. The result was not just political resistance, but reputational confusion. The tools might have been in place, but the coordination of strategy with key stakeholders was lacking.
What Smart Tools Actually Do
Technology can play a powerful role in managing tourist flows. Smart tools can optimise transport systems, track real-time visitor movement, suggest off-peak itineraries, and implement dynamic pricing strategies to encourage a more even distribution of travellers. Destination apps can help tourists avoid the busiest sites and rush hours, while operators gain insights for managing capacity more efficiently. These innovations are already helping reduce pressure on hotspots and improve visitors’ experiences. But while these tools can enhance efficiency, they don’t answer the bigger question of what kind of tourism a destination wants. Without clear strategic goals, there’s a risk that tech simply reinforces existing growth-focused models rather than supporting broader sustainability goals. Functionality should not be mistaken for vision.
The Future – Strategy Before Software
For technology to truly support sustainable tourism, destinations must define their priorities first. What are they trying to protect? Who are they trying to serve? And how should tourism evolve in the long term? These questions can’t be answered by algorithms; they require political choices and consensus-building. Without clear targets, even the best tools risk reinforcing the status quo. Developing a shared strategy with input from communities, workers, and industry is essential. Once that foundation is in place, digital tools can be used to deliver it more effectively and fairly.