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COVID-19 has caused radical changes in the lives of people as well as economies. These changes are deemed as evolutionary and would bring a new phase of transformation. However, current practices of both people and businesses might cease once the crisis disappears. In the tourism context, going back to unsustainable and irresponsible practices would lead to the re-emergence of tourism aversion. This research note addresses the possibility that COVID-19 has only brought a temporary halt to the pre-existing issue of over-tourism and its related unsustainable practices. Even though the travel restrictions imposed by several countries amidst the spread of coronavirus have created a situation of “zero tourism”, the tourism sector has now resumed its operations in most of the world. By presenting a conceptual framework, this note stresses that if the sector continues to act in the same way as before the virus, the situation of overtourism will re-emerge in the post-COVID-19 phase. Therefore, to prevent this issue, emphasising quality tourism, inculcating responsible behaviour, and the incorporation of technology are suggested.

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Ensuring sustainability at a tourist destination is a challenge which is faced by many nations. The challenge compounds since short term monetary gains often blind the desire for sustainable development. The term overtourism has gained popularity during the last few years as instances of anti-tourism reactions have been reported from several cities like Venice, Shimla, Barcelona, etc. An acceptable solution for countering overtourism has not yet been found because of the subjectivity and complexity of the situation. This chapter focuses on deconstructing the situation of overtourism in different parts of the world and how de-marketing can be used as one of the strategies for sustainable tourism. It shows the demarketing structure in marketing framework by modifying the 5As of tourism. It also shows the marketing mix framework within the domain of demarketing. It provides an insight into the role of de-marketing in striking a balance between the interests of local communities and stakeholders on one hand and enhancing the tourist experience at a destination on the other.

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