Living on the island of Naxos, I get a front-row seat to one of the paradoxes of modern travel. Greece is more popular than ever, but the word we hear more and more is “overtourism”.

But here’s the truth: overtourism isn’t the real problem. The problem is how we measure success.

Tourism Isn’t Too Big – It’s Too Narrow

Every summer, I see the same story: thousands of visitors crowding a handful of beaches, lining up at the same restaurants, and following the same itineraries they found online. Meanwhile, inland villages, family-owned businesses, and cultural experiences sit quietly under-visited.

This isn’t about “too many tourists.” It’s about too many tourists doing the exact same things.

When we define success only by arrivals and overnight stays, we miss the bigger opportunity: distributing demand and creating more value per visitor.

From Volume to Value

The industry often celebrates record-breaking arrivals. But ask any local resident, and they’ll tell you that more bodies on the beach don’t always mean better revenue. Infrastructure gets strained, natural resources are stretched, and the guest experience actually declines.

A more sustainable metric is spend per head, how much each traveler contributes to the local economy beyond just accommodation. Tours, activities, cultural exchanges, gastronomy, and authentic experiences generate deeper impact for communities while spreading traffic across regions and seasons.

This is where technology can help. Platforms like CaptainBook allow operators to digitize and diversify what they offer, making it easier for travelers to discover experiences beyond the “top 5 TripAdvisor list.”

The Role of Operators and Communities

Local operators are on the frontline. When they digitize their offerings, they don’t just grow their own business, they help rebalance tourism flows.

A family-owned vineyard offering online reservations for tastings can shift demand inland. A sailing company with smarter distribution can spread bookings across different times of the day.

Communities, too, can take the lead by encouraging cooperation between businesses, promoting lesser-known destinations, and investing in infrastructure that supports sustainable growth rather than just high-volume arrivals.

Rethinking “Overtourism”

So instead of asking “How do we stop overtourism?” we should be asking:

- How do we better distribute demand across regions and seasons?

- How do we increase spend per visitor instead of chasing arrivals?

- How do we ensure locals, not just OTAs and global players, capture the value of tourism growth?

On Naxos, I’ve seen the difference when travelers are guided toward authentic experiences rather than just mass-market attractions. It’s better for the visitors, better for the locals, and better for the long-term health of the destination.

The Future of Tourism Is Balance

Tourism isn’t going away, it’s one of the most resilient industries in the world. But if we want it to thrive, we need to shift from volume-driven growth to value-driven sustainability.

The answer to overtourism isn’t fewer tourists. It’s smarter tourism. And the tools are already in our hands to make it happen.