Company Spotlight: Shaping the Future of Urban Tourism with GetYourGuide

Seventy five percent of travelers visit just four percent of Italy. That statistic alone explains why Europe is rethinking tourism and why simply attracting more visitors can no longer be the only goal. Following a live panel at GetYourGuide headquarters, Dan sat down with Francesca de Falco, Regional Manager Italy at GetYourGuide, Miguel Sanz, President of the European Travel Commission and General Director of Turespaña, and Barbara Jamison-Woods, President of CityDNA and Head of London and Partners, to discuss what sustainable tourism looks like when destinations measure impact, listen to residents, and rethink how travel experiences are designed. The conversation explores the shift from volume to value through real data, policy pressures, and practical examples that allow residents to benefit while travelers still enjoy meaningful and memorable trips.

We explore the report Driving Sustainable Tourism: GetYourGuide’s Impact in Italy and what the data reveals, including experiences reaching 105 provinces, longer visitor stays, increased traveler spending, and the growing number of travelers choosing destinations because of a specific experience. The discussion then broadens to Spain’s Vision for Tourism 2030, including the rapid surge in arrivals following the pandemic and the reality that overtourism is often shaped by issues such as housing pressures, seasonality, and everyday quality of life for residents. The central theme is clear. The tourism industry must move beyond volume toward value, combining economic growth with social benefit.

From London’s work using high street data to understand visitor flows to practical solutions such as extending opening hours at crowded attractions and sharing guidance that helps travelers visit respectfully, the conversation focuses on ideas destinations can actually implement. We also examine the role of cultural heritage and regenerative tourism, from free museum access and innovative funding models to Spain’s Paradores program, which transforms historic buildings into vibrant and living destinations.

Learn more at getyourguide.com.