Stop Catering to Tourists: Saving Tourism From Itself

Venice, Italy, is one of the most prominent destinations grappling with the growing challenges of tourism strain.

Tourism, when done right, has the power to enrich both travelers and the destinations they visit. It can drive economic growth, preserve cultural heritage, and connect people across the globe. Yet ironically, one of the biggest issues in the travel and tourism industry today is catering to tourists. Not catering to their needs for meaningful, authentic experiences, but rather catering in a way that strips destinations of their cultural roots and environmental integrity.

A prime example of this issue is the flattening of food cultures, where global tourism trends dictate what’s on the menu, leading to a loss of culinary heritage. In a recent article on Skift, founder and CEO, Rafat Ali, highlights how local food traditions are being replaced by commercialized dishes tailored to tourists' tastes. Authentic cuisine—once an integral part of a destination’s identity—becomes diluted, turning meals into generic experiences devoid of cultural storytelling. For many travelers, dining abroad is a way to understand a region’s history and people, yet tourism boards and businesses often prioritize convenience and familiarity over local authenticity.

The issue runs far deeper than food. Take Bali, for example, a destination now synonymous with breathtaking landscapes and an Instagrammable lifestyle. However, beneath the glossy facade lies a sobering reality: Bali is slowly losing its cultural identity due to unchecked tourism growth and a lack of local control. As more businesses cater to Westernized expectations—modern cafes, luxury beach clubs, and imported trends—the island’s unique traditions and way of life are increasingly commodified. Festivals, ceremonies, and rituals, once sacred to the Balinese people, are often repurposed as mere entertainment for visitors. Instead of educating tourists about the island’s true culture, businesses reshape Bali to fit preconceived traveler desires, creating a version of Bali that is easier to consume but far less meaningful.

The Deeper Impact of Unchecked Tourism on Bali

Tourism’s rapid expansion has had devastating environmental effects on Bali. Overdevelopment, driven by a desire to meet rising tourist demand, has led to unsustainable land use and significant resource depletion. The island faces mounting issues like habitat destruction, poor waste management, and water pollution—all of which harm not only Bali’s natural beauty but also the communities that depend on these resources. Tourism, while economically beneficial, has ironically worsened access to clean water and contributed to a growing pollution crisis.

Culturally, the loss is just as profound. The influx of Western preferences has pressured Balinese businesses to prioritize commercialized versions of their culture over its authentic practices. This shift has led to the commodification of sacred traditions, where rituals become staged performances for tourists. The local community, while benefiting economically, has had to navigate a paradox: the tourism industry that sustains them is simultaneously eroding the very identity that attracts travelers in the first place.

The issue is exacerbated by a lack of local control. Decisions about tourism infrastructure and cultural representation are often driven by external interests rather than the voices of Bali’s people. Without local leadership guiding sustainable tourism initiatives, the island risks losing both its cultural roots and environmental stability.

Travel Should Celebrate, Not Flatten Culture

Tourism doesn't have to come at the expense of a destination’s identity. Instead, it should celebrate, preserve, and protect the very qualities that make a place unique– which includes the locals. "Because if tourism doesn’t work for locals– then it doesn’t work," as Doug Lansky aptly stated in his TED Talk on sustainable tourism.

To address these challenges, stakeholders across the tourism industry must rethink how destinations are marketed and experienced. Solutions lie in approaches that prioritize authenticity, sustainability, and local empowerment. From a tourism board perspective, this includes promoting local heritage through educational campaigns and collaborating with local chefs and businesses to showcase true cultural experiences. Governments must implement policies that support cultural heritage protection, infrastructure development for food and cultural tourism, and incentives for sustainable practices. 

Businesses like hotels, tour operators, and travel agencies play a vital role by adopting sustainable practices, hiring locally, sourcing locally, and creating culturally respectful experiences. Travelers also play a critical role. By seeking out authentic experiences, respecting local customs, and supporting businesses that prioritize sustainability, tourists can help preserve the destinations they visit. Sharing meaningful travel experiences through social media and blogs can further raise awareness and appreciation for cultural authenticity.

Partnering for a Better Future

If you’re part of the tourism industry—whether a destination management organization (DMO) or a business serving travelers—it’s time to rethink your approach. At LiveFrom631, we specialize in crafting effective storytelling, brand strategy, and education services to empower businesses and communities, while ensuring sustainability. Through diagnosing issues specific to your destination or company, we help implement tailored strategies to fix them, preserving what makes your destination truly unique. Let’s work together to celebrate culture and create sustainable tourism for future generations.

Take our quiz and see if your destination or business are ready for our services.