The post-pandemic recovery of the travel and tourism industry has continued into 2023. Overtourism is a factor limiting the development of famous and successful destinations and causing negative attitudes toward tourism among the local population. Effective regulation and management of overtourism involve proactive planning, stakeholder engagement, and the implementation of sustainable tourism practices. Recently destinations have implemented strict rules for visitors to preserve their environment, resources, cultural heritage, and traditions. The article reveals how famous destinations and European cities deal with the challenges of overtourism. The author examines some ‘good practices’ and measures taken by stakeholders in handling mass tourism.
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