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Professor Novelli told presenter Julia Somerville: “The problem is the way tourism is being planned and the way it is being managed. For instance, most of the success of tourism is measured according to the number of visitors arriving at a destination and that is a paradigm that does not work anymore.

“We need to look at how tourism can possibly create good change in a destination and how the local residents, local businesses, local people truly benefit from that.

“So, for instance, one of the key things is maybe look at providing opportunities for local people to have a fair income out of my holiday experience – for instance, buying local products, booking local accommodation, using local guides.”

Professor Marina Novelli

Professor Novelli recently undertook research on overtourism for the European Parliament and is in the process of publishing an edited collection with colleagues Drs Claudio Milano and Joseph Cheer.

She said: “In this volume we focus on a set of case studies and report on the need to identify appropriate management approaches and implement policy responses. Avoiding overtourism requires custom-made policies devised through the cooperation of destinations' stakeholders and policymakers, but also measures to influence travellers to think more responsibly about where and how they to go on holiday."