The Price of Popularity: How Over-tourism is Reshaping Vernazza

The Price of Popularity: How Over-tourism is Reshaping Vernazza

By Zeno Moggia

In recent decades, global tourism has surged to unprecedented levels, transforming small, picturesque destinations into hotspots that attract millions of visitors. One such destination is Vernazza, a small coastal village nestled within Italy’s renowned Cinque Terre region. Known for its stunning views, colorful houses, and rich cultural history, Vernazza has become a symbol of both Italy’s beauty and the challenges posed by over-tourism.

This article explores Vernazza’s transformation due to over-tourism, serving as a microcosm of the wider phenomenon affecting tourist destinations globally. The research delves into the profound effects of mass tourism on Vernazza’s community, economy, and cultural identity, raising concerns about the sustainability of tourism in fragile destinations like Vernazza. At the heart of the research are interviews with five residents, whose testimonies—while not absolute truths—provide powerful insights into the phenomenon of over-tourism.

Over-tourism refers to the sheer volume of visitors that overwhelms local infrastructure and disrupts the balance between tourists and the local community (Daly et al. 2021, 4). This phenomenon leads to the transformation of a place to serve the demands of tourism at the expense of its original identity and the needs of its residents (Daly et al. 2021, 3). As tourist numbers grow, businesses shift their focus away from locals, turning essential services into tourist-centered establishments. This process, known as touristification erodes the cultural and social fabric of a region, causing it to lose its authentic character (Daly et al. 2021, 3).

A Village and Its Tourism

Vernazza has long attracted visitors charmed by its idyllic scenery and centuries-old agricultural terraces. Historically, tourism has been part of this region, but it wasn’t until the late 20th century that the village became a popular tourist hub. With the rise of global tourism, Vernazza’s visitor numbers skyrocketed, reaching a staggering 109,934 tourists per year, despite the village’s modest population of just 759 residents[1].

Vernazza has transitioned from an isolated village reliant on traditional industries like agriculture and fishing to a tourism-dependent economy. This shift has brought both economic prosperity and significant challenges. Over-tourism has put pressure on Vernazza’s limited infrastructure, strained its social fabric, and sparked demographic and cultural changes that threaten the village’s very identity.

One of the most significant changes observable in the last decades are the shifts in the population. The village, not unlike in the rest of Italy, is experiencing a demographic decline, with younger generations leaving in search of better economic opportunities in cities[2]. Meanwhile, tourism has monopolized much of Vernazza’s space and services, making it increasingly difficult for locals to maintain a sustainable way of life. The rise of businesses catering exclusively to tourists has replaced essential services for residents, further contributing to this exodus. There are very few amenities geared towards local needs, and even basic services like grocery stores are scarce.

Culturally, Vernazza has seen a decline in traditional practices. Festivals and religious processions that once formed the backbone of the community are now disrupted by tourist activity. “Instead of hearing the small chorus of men and women sing while the priest speaks, you hear the train announcements and tourists trying to figure out what’s happening”[3] laments Francesca a 24 years old student, talking about the reality of religious practices being impacted by the surroundings . Even funerals, once occupying the main street of the village with a slow moving procession, have been altered by the constant flow of visitors along the narrow streets, that make it difficult to maintain the tradition.

Moreover, local dialects and everyday traditions are fading as tourism transforms the village into a commodified version of itself. Vernazza, like many other destinations suffering from over-tourism, risks becoming a hollow shell, a tourist attraction with no living identity.

Economic Dependency on Tourism

The economic transformation of Vernazza has been profound. While tourism has brought considerable financial gains, it has also created a fragile, one-dimensional economy. Local industries like agriculture and fishing, once central to Vernazza’s identity, have dwindled. Many residents now rely on tourism for their livelihoods, with former farmers and fishermen turning to the more profitable industry of guiding tourists. Sabine a souvenir shop owner observed “There is more profit in bringing tourists on a tour than going out fishing“.

This dependency has created vulnerabilities, particularly as Vernazza’s infrastructure struggles to cope with the influx of visitors. The train system, for example, has been overwhelmed by the number of tourists, leading to overcrowding and increased ticket prices. Mario, a man in his 70s who has lived in Vernazza his entire life, expressed frustration, saying, “The feeling is that we are being milked by the region and by the railways… they made millions in revenue, but the national park is getting none, and we are getting none”[4].

Fighting Back

In response to these challenges, the local community has begun to push back. Despite the economic reliance on tourism, many residents are calling for sustainable tourism practices that prioritize their needs alongside those of visitors. Protests erupted when ticket prices for the Cinque Terre Express, a crucial transport line, were raised, and local movements have formed to advocate for more equitable tourism policies.[5] “It’s not that we want the tourists gone; we just want it to be sustainable for us and for the village,” explained Sabine[6], who was active during the protests.

Initiatives like the “Visit Vernazza” project aim to revitalize the community through cultural events designed primarily for locals, with tourists welcome to participate. These efforts represent a growing recognition that if Vernazza is to survive as a living community, a balance must be struck between economic growth and the preservation of the village’s cultural and natural heritage.

A Delicate Balance

Vernazza’s story reflects a broader global trend, where the rise of mass tourism is reshaping beloved destinations in ways that often threaten their long-term sustainability. While tourism has undoubtedly brought prosperity to Vernazza, in form of work opportunities being easily available and having greatly impacted the value of the properties, mostly in the hands of locals; it has also accelerated the erosion of the village’s unique cultural identity and social fabric.

The challenge facing Vernazza, and many other tourist hotspots, is how to maintain the delicate balance between welcoming visitors and preserving the very qualities that make these places special. Sustainable tourism practices, which prioritize the well-being of local communities while managing visitor impact, are crucial if Vernazza is to retain its soul in the face of rising tourist numbers.

Ultimately, the future of Vernazza depends on finding this equilibrium. Otherwise, it risks becoming yet another example of how tourism, if left unchecked, can turn a once-thriving community into just another tourist attraction.

Bibliography :

Daly, Pauline, Álvaro Dias, Mafalda Patuleia, Universidade Lusófona de Humanidades e Tecnologias, ISCTE-IUL, and GOVCOPP. 2021. “The Impacts of Tourism on Cultural Identity on Lisbon Historic Neighbourhoods.” Journal of Ethnic and Cultural Studies. Vol. 8. http://dx.doi.org/10.29333/ejecs/516.

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