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From overtourism to no tourism — and back again.

Many cities have come full circle to worrying about too many tourists rather than too few.   

The rise of budget airlines, short-term home rentals and cruise ships are part of the problem, said Lionel Saul, a research assistant and visiting lecturer at EHL Hospitality Business School.

But social media, online influencers, movies and television shows are too, since they drive many people to the same places, said Tatyana Tsukanova, a research associate at the same school in Lausanne, Switzerland.

“They just come, take a nice selfie, publish them on social media, increase the popularity of this place … and leave,” she said.

The pool of travelers is growing. The United Nations estimates the world population will reach 8.5 billion in 2030. And an additional 50 million international tourist arrivals are expected per year — mostly from Asia — between now and 2030, according to the U.N.’s World Tourism Organization.

What’s being done?

Residents of the tiny Austrian village of Hallstatt — rumored to be the inspiration for Disney’s blockbuster “Frozen” franchise — built a wall at a popular lookout point after tourism hit fever pitch following the town’s appearance in a South Korean television series, said Tsukanova.

“They faced maybe around 1 million tourists a year for … 800 residents,” she said.

But the wall didn’t last long. After online backlash, village officials took it down, said Tsukanova.

Signs urged visitors to stay "Quiet Please!" and a driving barrier was installed at Hallstatt's entrance before the Austrian town built a fence at a popular lookout point.

Signs urged visitors to stay “Quiet Please!” and a driving barrier was installed at Hallstatt’s entrance before the Austrian town built a fence at a popular lookout point. Reinhard Hormandinger | Afp | Getty Images

Other cities and sites are placing a cap on daily visitors (Machu Picchu in Peru, the Acropolis in Athens, Borobudur in Indonesia, beaches in Sardinia) and restricting large cruise ships (Venice, Bora Bora).

But one city goes even further than that, said Saul: Amsterdam.

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