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From Iceland to the Canary Islands: Understanding the Appeal of Mass Tourism in the Age of Over-Tourism

Author

Listed:
  • Kristín Loftsdóttir

    (Department of Anthropology, University of Iceland, 102 Reykjavík, Iceland)

  • Már Wolfgang Mixa

    (Faculty of Business Administration, University of Iceland, 102 Reykjavík, Iceland)

Abstract

The Canary Islands have long been a major European destination for mass tourism, often associated with ‘sun-and-beach’ vacations. Critiques of mass tourism have intensified in recent years, as reflected in the 2024 protests in the Canary Islands, which linked mass tourism to economic inequalities and concerns about sustainability. Through the case example of Icelandic tourism to the Canary Islands, this research asks two questions: (a) why mass tourism destinations are appealing, and (b) how these reasons can be more fully understood within a broader geopolitical and structural context. The research methods include a survey conducted in Iceland in 2022 and an analysis of media coverage in Iceland related to the Canary Islands from 2017 to 2022. Survey data indicate that the islands are primarily perceived as an easily accessible, well-established holiday destination. Simultaneously, an analysis of media discussions reveals a limited discourse on the islands in Icelandic media, mainly focusing on tourism. The results illustrate how specific destinations become desirable by prioritizing infrastructure associated with mass tourism, where tourism’s impact on host communities, economies, and environments tends to be invisible.

Suggested Citation

  • Kristín Loftsdóttir & Már Wolfgang Mixa, 2025. "From Iceland to the Canary Islands: Understanding the Appeal of Mass Tourism in the Age of Over-Tourism," Tourism and Hospitality, MDPI, vol. 6(2), pages 1-18, April.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:2:p:76-:d:1645333
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    References listed on IDEAS

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    1. Pedro Ernesto Moreira Gregori & Concepción Román & Juan Carlos Martín, 2022. "Residents’ perception of a mature and mass tourism destination: The determinant factors in Gran Canaria," Tourism Economics, , vol. 28(2), pages 515-534, March.
    2. Heather Skinner, 2021. "Place Branding—The Challenges of Getting It Right: Coping with Success and Rebuilding from Crises," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-17, March.
    3. Claudio Milano & Ko Koens, 2022. "The paradox of tourism extremes. Excesses and restraints in times of COVID-19," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(2), pages 219-231, January.
    4. Peña-Alonso, Carolina & Pérez-Chacón, Emma & Hernández-Calvento, Luis & Ariza, Eduard, 2018. "Assessment of scenic, natural and cultural heritage for sustainable management of tourist beaches. A case study of Gran Canaria island (Spain)," Land Use Policy, Elsevier, vol. 72(C), pages 35-45.
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