What is overtourism and how can it be managed?

Overtourism occurs when a destination receives more visitors than it can sustainably handle, leading to environmental degradation, overcrowding, and strain on local resources. Management strategies include implementing visitor caps (e.g., Machu Picchu limits daily entries), promoting off-peak travel, and diversifying attractions to spread tourists across lesser-known sites. For example, Amsterdam has launched campaigns to discourage rowdy tourists and promote cultural experiences.

How has technology changed the travel and tourism industry?

Technology has revolutionised the industry through online booking platforms (e.g., Booking.com), mobile apps for navigation and translation, and AI-powered chatbots for customer service. It has also enabled the sharing economy (e.g., Airbnb, Uber) and personalised marketing using big data. However, it poses challenges such as cybersecurity risks and the displacement of traditional travel agents. The rise of virtual reality tours, especially during COVID-19, is a recent example.

What are the main impacts of Brexit on UK travel and tourism?

Brexit has affected UK travel and tourism through changes in passport rules, travel insurance, and the cost of holidays due to currency fluctuations. For example, UK citizens now face longer queues at EU borders and may need visas for longer stays. The loss of freedom of movement has also impacted the workforce, with fewer EU workers in UK hospitality. However, the weaker pound has boosted domestic tourism as UK holidays become more affordable for Britons.

Why is sustainable tourism important and what are some examples?

Sustainable tourism is crucial to minimise negative impacts on the environment and local communities while ensuring long-term economic benefits. Examples include Costa Rica's ecotourism model, which protects rainforests and supports local guides, and the 'Leave No Trace' campaign in New Zealand. In the UK, the Green Tourism scheme certifies accommodations that meet sustainability criteria. Such practices help preserve destinations for future generations.

How do geopolitical events affect travel and tourism?

Geopolitical events like terrorism, political instability, or natural disasters can drastically reduce tourist arrivals due to safety concerns. For instance, the 2015 Paris attacks led to a 30% drop in tourism in the following months. Conversely, events like the 2012 London Olympics boosted tourism. Governments often issue travel advisories, and airlines may suspend flights. The industry responds by diversifying source markets and offering flexible booking policies.

What is the role of social media in shaping travel trends?

Social media platforms like Instagram and TikTok heavily influence travel choices by showcasing 'Instagrammable' destinations and experiences. This can lead to overtourism at spots like Iceland's Blue Lagoon or the 'Santorini sunset'. However, it also allows smaller destinations to gain visibility. Travel companies use influencer marketing to reach younger audiences. The downside is the pressure to create 'perfect' trips, which can lead to disappointment and unsustainable behaviour.

How to Revise Contemporary Issues in Travel and Tourism — WJEC-CBAC A-Level Travel & Tourism

Explain the role of technology in transforming tourism. Analyse the impact of social media on travel decisions. Evaluate the potential of emerging technologies

Examiner Tips for Contemporary Issues in Travel and Tourism

Always anchor your analysis in concrete examples from the travel sector; generic business examples will not access top marks.
Use a structured framework like SWOT or PESTLE when evaluating emerging technologies to ensure a balanced and critical response.
In essay-style questions, explicitly link social media trends back to consumer behaviour theories (e.g., decision-making models, motivation theories) to demonstrate higher-order thinking.
Use specific case studies of MNCs (e.g., TUI, Marriott) to illustrate points on globalisation's effects and demonstrate application.
Structure evaluation using frameworks like PESTLE or SWOT to show systematic analysis of the impacts of globalisation.
Ensure definitions are precise and contextualised within travel and tourism, linking globalisation to current industry trends.
Balance your response by considering both the opportunities and challenges posed by globalisation, and always support arguments with evidence.
Structure written responses using the PEEL (Point, Evidence, Explanation, Link) format to demonstrate analytical depth.

Common Mistakes in Contemporary Issues in Travel and Tourism

Students often describe technology in isolation without linking it to specific tourism operations or customer experiences.
A common error is to treat social media as a homogenous platform, failing to differentiate between Instagram, TikTok, TripAdvisor, etc., and their distinct impacts.
When evaluating emerging technologies, learners sometimes overstate short-term adoptability or ignore practical barriers such as cost, regulation, and user acceptance.
Confusing globalisation with internationalisation; failing to distinguish between globalisation as a process and its manifestations in tourism.
Overlooking the negative sociocultural impacts of globalisation on host communities, such as loss of authenticity.
Describing MNCs without evaluating their power or influence, or only focusing on economic aspects while ignoring environmental/social responsibilities.

Key Marking Points

Award credit for clearly explaining with relevant examples how technology has altered key tourism functions such as distribution, marketing, and customer service.

Contemporary Issues in Travel and Tourism

WJEC-CBAC

A-Level

This subtopic examines how digital innovation has revolutionised travel and tourism, from online booking platforms to smart destination management. It critically analyses the pervasive influence of social media on consumer decision-making, including the role of influencers and user-generated content. Furthermore, it evaluates the transformative potential of emerging technologies such as artificial intelligence, virtual reality, and blockchain, considering both opportunities and ethical challenges for the industry.

Objectives

Exam Tips

Pitfalls

Key Terms

Mark Points

Subtopics in this area

Technology and innovation

Globalisation and tourism

Future of travel and tourism

Current issues and trends

Topic Overview

Contemporary Issues in Travel and Tourism explores the dynamic challenges and opportunities facing the global travel industry today. This topic covers a range of pressing issues such as overtourism, sustainability, the impact of technology, geopolitical instability, and changing consumer behaviour. Students analyse how these issues affect destinations, businesses, and travellers, and evaluate the responses of industry stakeholders. Understanding contemporary issues is crucial for anyone pursuing a career in travel and tourism, as it equips them with the knowledge to adapt to an ever-evolving landscape.

This topic sits within the WJEC-CBAC A-Level Travel and Tourism syllabus as a key component of the 'Contemporary Issues' unit. It builds on foundational knowledge of the travel and tourism industry, including its structure, scale, and stakeholders. By examining real-world case studies and current trends, students develop critical thinking and analytical skills. They learn to assess the effectiveness of strategies such as sustainable tourism initiatives, digital marketing, and crisis management. This topic also encourages students to consider ethical implications and the balance between economic growth and environmental preservation.

Mastering contemporary issues is essential for achieving high marks in the A-Level exam, as questions often require students to apply their knowledge to unfamiliar scenarios. Students must be able to discuss issues from multiple perspectives, including those of tourists, local communities, businesses, and governments. The ability to use specific examples, such as the impact of COVID-19 on international travel or the rise of 'flight shaming', demonstrates a deep understanding. Ultimately, this topic prepares students to become informed professionals who can contribute to a more sustainable and resilient travel industry.

Key Concepts

Core ideas you must understand for this topic

→Overtourism: The phenomenon where too many tourists visit a destination, causing negative impacts on the environment, local culture, and quality of life for residents. Examples include Venice and Barcelona.
→Sustainable tourism: Tourism that meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It involves economic, social, and environmental sustainability.
→Technological disruption: Innovations such as online booking platforms, AI, and virtual reality that are transforming how travel is planned, experienced, and managed. For instance, the rise of Airbnb has disrupted traditional accommodation sectors.
→Geopolitical factors: Events like Brexit, terrorism, and political instability that affect travel patterns, consumer confidence, and government policies. The 2017 US travel ban is a key example.
→Changing consumer behaviour: Trends such as experiential travel, eco-consciousness, and the demand for personalisation. Millennials and Gen Z are driving shifts towards authentic and sustainable experiences.

What You Need to Demonstrate

Key skills and knowledge for this topic

Award credit for clearly explaining with relevant examples how technology has altered key tourism functions such as distribution, marketing, and customer service.
Credit analysis that demonstrates a nuanced understanding of social media's dual role in both empowering consumers and creating new pressures for businesses, with reference to real-world case studies.
For higher marks, expect evaluation that goes beyond describing emerging technologies; look for balanced arguments weighing potential benefits (e.g., personalisation, sustainability) against limitations (e.g., data privacy, digital divide).
Award credit for accurately defining globalisation with reference to tourism, such as the removal of barriers to travel and the homogenisation of tourist experiences.
Credit should be given for analysing at least two positive and two negative effects of globalisation on tourism development, like increased accessibility versus cultural erosion.
For evaluation of MNCs, expect balanced arguments considering economic benefits (job creation, foreign investment) against criticisms (leakage, standardisation).
Marks are available for using relevant, up-to-date examples to demonstrate the role of multinational corporations in shaping global tourism patterns.
Award credit for identifying and justifying at least two credible future trends (e.g., space tourism, hyper-local trips) with reference to data or expert forecasts.

Marking Points

Key points examiners look for in your answers

Award credit for clearly explaining with relevant examples how technology has altered key tourism functions such as distribution, marketing, and customer service.
Credit analysis that demonstrates a nuanced understanding of social media's dual role in both empowering consumers and creating new pressures for businesses, with reference to real-world case studies.
For higher marks, expect evaluation that goes beyond describing emerging technologies; look for balanced arguments weighing potential benefits (e.g., personalisation, sustainability) against limitations (e.g., data privacy, digital divide).
Award credit for accurately defining globalisation with reference to tourism, such as the removal of barriers to travel and the homogenisation of tourist experiences.
Credit should be given for analysing at least two positive and two negative effects of globalisation on tourism development, like increased accessibility versus cultural erosion.
For evaluation of MNCs, expect balanced arguments considering economic benefits (job creation, foreign investment) against criticisms (leakage, standardisation).
Marks are available for using relevant, up-to-date examples to demonstrate the role of multinational corporations in shaping global tourism patterns.
Award credit for identifying and justifying at least two credible future trends (e.g., space tourism, hyper-local trips) with reference to data or expert forecasts.
Annunciate credit for accurate explanation of physical climate impacts (e.g., coral bleaching, rising sea levels) and the resulting socio-economic consequences for tourism.
Award credit for a balanced evaluation that weighs benefits and limitations of sustainable strategies, such as carbon offsetting, community-based tourism, and regulatory changes.
Expect evidence of critical analysis, such as comparing differing stakeholder perspectives on climate adaptation measures.
Award credit for precise identification of at least three distinct current trends with industry-specific examples
Mark for detailed analysis linking a trend to measurable impacts (e.g., economic leakage, environmental degradation)
Credit evaluation that weighs the strengths and weaknesses of industry responses with supporting evidence
Reward recognition of interdependencies between issues (e.g., how technology both exacerbates and alleviates overtourism)
Give credit for original insights that go beyond textbook definitions and reference recent case studies

Examiner Tips

Expert advice for maximising your marks

💡Always anchor your analysis in concrete examples from the travel sector; generic business examples will not access top marks.
💡Use a structured framework like SWOT or PESTLE when evaluating emerging technologies to ensure a balanced and critical response.
💡In essay-style questions, explicitly link social media trends back to consumer behaviour theories (e.g., decision-making models, motivation theories) to demonstrate higher-order thinking.
💡Use specific case studies of MNCs (e.g., TUI, Marriott) to illustrate points on globalisation's effects and demonstrate application.
💡Structure evaluation using frameworks like PESTLE or SWOT to show systematic analysis of the impacts of globalisation.
💡Ensure definitions are precise and contextualised within travel and tourism, linking globalisation to current industry trends.
💡Balance your response by considering both the opportunities and challenges posed by globalisation, and always support arguments with evidence.
💡Structure written responses using the PEEL (Point, Evidence, Explanation, Link) format to demonstrate analytical depth.
💡When evaluating sustainability strategies, explicitly address the triple bottom line—economic, social, and environmental outcomes—to show holistic thinking.
💡Incorporate up-to-date, named case studies (e.g., Venice's tourism tax, Costa Rica's Certification for Sustainable Tourism) to substantiate arguments.
💡For trend prediction questions, link drivers such as generational shift, climate anxiety, or digital nomadism to specific tourism developments.
💡Build a portfolio of contemporary case studies (e.g., Barcelona's overtourism measures, airline digital health passes) to reference in essays
💡Practice structuring evaluation paragraphs that present both sides before reaching a justified conclusion
💡Use command words explicitly in your writing: 'A key impact is...' and 'This is significant because...'
💡Stay informed via trade publications (e.g., TTG, Travel Weekly) to cite real-time developments
💡When evaluating, always consider long-term sustainability versus short-term profit motives
💡Use specific, up-to-date examples to illustrate your points. For instance, reference the 2020 COVID-19 pandemic's impact on cruise lines like Carnival or the recovery of domestic tourism in New Zealand. This shows you are engaging with current affairs.
💡Evaluate rather than describe. When discussing issues like overtourism, don't just list causes and effects; assess the success of solutions such as visitor caps in Dubrovnik or the 'Visit Norway' campaign. Use phrases like 'on the one hand... on the other hand'.
💡Link contemporary issues to key stakeholders. For example, explain how Brexit affects not just UK outbound tourists but also EU airlines, Spanish hotels, and travel insurance companies. This demonstrates a holistic understanding.

Common Mistakes

Pitfalls to avoid in your exam answers

Students often describe technology in isolation without linking it to specific tourism operations or customer experiences.
A common error is to treat social media as a homogenous platform, failing to differentiate between Instagram, TikTok, TripAdvisor, etc., and their distinct impacts.
When evaluating emerging technologies, learners sometimes overstate short-term adoptability or ignore practical barriers such as cost, regulation, and user acceptance.
Confusing globalisation with internationalisation; failing to distinguish between globalisation as a process and its manifestations in tourism.
Overlooking the negative sociocultural impacts of globalisation on host communities, such as loss of authenticity.
Describing MNCs without evaluating their power or influence, or only focusing on economic aspects while ignoring environmental/social responsibilities.
Using outdated or generic examples that do not reflect contemporary MNC strategies in travel and tourism.
Misinterpreting short-term fads as long-term trends without providing supporting evidence or data.
Failing to distinguish between climate change mitigation and adaptation when evaluating sustainable responses.
Overlooking the economic dependencies of developing nations on high-emission tourism sectors, leading to simplistic prescriptions.
Describing strategies without evaluating their effectiveness or feasibility in specific contexts.
Describing trends without analysing their underlying causes or future implications
Failing to differentiate between global trends and localised issues
Assuming all impacts are negative without considering positive outcomes for some stakeholders
Providing generic responses without applying them to specific contexts or destinations
Confusing industry response with government policy, ignoring the role of private sector initiatives
Misconception: Overtourism is only a problem in famous cities like Paris or London. Correction: Overtourism also affects rural areas, national parks, and small islands, such as Machu Picchu in Peru or the Galápagos Islands.
Misconception: Sustainable tourism means simply reducing carbon emissions. Correction: It also includes protecting local cultures, supporting local economies, and ensuring fair wages for workers. For example, community-based tourism in Kenya empowers local people.
Misconception: Technology always benefits the travel industry. Correction: While technology improves efficiency, it can also lead to job losses (e.g., automated check-ins) and data privacy concerns. The 2018 Marriott data breach is a cautionary tale.

Frequently Asked Questions

Common questions students ask about this topic

Before You Start

Prior knowledge that will help with this topic

•Understanding the structure of the UK travel and tourism industry, including public, private, and voluntary sectors.
•Knowledge of the different types of tourism (e.g., domestic, inbound, outbound) and their economic significance.
•Familiarity with basic concepts of supply and demand in tourism, such as seasonality and price elasticity.

Key Terminology

Essential terms to know

Technologies: AI, big data, IoT, blockchain, VR/AR
Social media: user-generated content, influencer marketing
Innovation: smart destinations, contactless travel, personalisation
Globalisation: increased mobility, standardisation, cultural exchange
Effects: homogenisation, local culture erosion, economic dependency
MNCs: hotel chains, tour operators, airlines
Technological disruption in travel
Carbon footprint of tourism
Destination vulnerability and resilience
Sustainable tourism certification
Regenerative tourism models
Sustainable tourism development
Digital transformation in travel
Geopolitical instability and safety
Changing traveller demographics
Overtourism and capacity management
Health and hygiene protocols

Ready to test yourself?

Practice questions tailored to this topic

Contemporary Issues in Travel and Tourism

Subtopics in this area

Topic Overview

Key Concepts

What You Need to Demonstrate

Marking Points

Examiner Tips

Common Mistakes

Frequently Asked Questions

Before You Start

Key Terminology

Ready to test yourself?

Related Topics in WJEC-CBAC A-Level Travel & Tourism

The Travel and Tourism Industry

The Travel and Tourism Industry

The Travel and Tourism Industry

Destination Management