How Over-Tourism in Europe Shapes Asian Communities

From tourist taxes to squirt guns, this summer has seen Europe crack down on tourists.

In Barcelona, visitors now face a tourist tax of nearly €7 per night. Similar measures exist in other Spanish cities, like Lloret.

According to Professor Inmaculada Diaz of UAB. “Barcelona now uses it to fund local projects like school improvements, while cities like Lloret have directed most of it toward tourism promotion.”

Beyond new fees, demonstrations against tourists erupted across the continent, with coordinated protests on June 15.

Asian visitors have at times been singled out in these debates, with talk on “gold visas“ (allowing wealthy foreign investors to buy property, putting pressure on housing markets in tourist-heavy cities like Barcelona) often highlighting nationalities such as the Chinese.

This backlash doesn’t just affect tourists, but also Asian communities who call Europe home. 

“I do feel the need to show that I belong here,” said Katie Tse, working in Digital Communications at Lloyd’s Bank in London. “I tend to ‘westernize’ myself to show that I belong here.

The pressure to adapt is felt by travelers too.

For Catherine Chan, a 21-year-old communications officer from Hong Kong, the coverage of protests was difficult to ignore before her trip. “Prior to my trip, I worried that people would see me as another tourist causing problems, even though I’m just one person exploring on my own,” she said. “I noticed while on my trip, I would change my behavior, specifically using more English in order to fit in.”

According to UN Tourism, international travel to Europe rose nearly 34% since 2023, with China leading global tourism spending at $196.5 billion USD (over 1.2 trillion DKK).

Tourism is just one force reshaping local life. “Touristification entails deep transformations of public space,” said Diaz.

For many Europeans, this transformation feels disruptive.

“The biggest negative impact [tourists have] is the ruining of green spaces such as trails,” said Yann Soriot, a 21-year-old from France.

According to Professor Diaz, “While the media and some politicians blame ‘mass tourism’ and defend ‘quality’ tourists, this elitizes tourism, which generates even more inflation and inequalities,” Diaz added. “So, yes, the protests are warranted because a new model is needed.”

Yet despite pushback, demand shows no signs of slowing. Interest in Europe from Chinese travelers has jumped 72% in the past year alone.

Still, some locals believe balance is possible. “Maybe regulate it. A fair balance would look something like tourism in less dense areas and not only focusing on big cities or famous places.” Said Soriot.

The balance between welcoming visitors and protecting local life may be the path toward a future where tourism works for both sides.