The Vital Role of Tourism: One City at a Time!

Some places in the world survive without tourism. But they are rare. For most cities, from famous metropolises to small coastal towns, tourism is not just a pleasant economic bonus. It is vital. In a time of global uncertainty, digital transformation, and climate change altering how people travel, one thing becomes increasingly clear: when tourists stop coming, a downward spiral begins.

Venice Beach in Los Angeles, once a vibrant tourist magnet, has become a chilling example.

Venice Beach – From Pulsating Paradise to Ghost Town

Venice Beach has attracted millions of visitors from around the globe for decades. The legendary boardwalk, street performers, colorful shops, and bohemian lifestyle were a constant draw. But in recent years, the area has changed. In the video "Venice Beach is Dying" by the YouTube channel German in Venice, shop owners speak of empty streets, shuttered stores, and economic misery. Over 30 storefronts are vacant along Ocean Front Walk.

One café owner shares how he struggles daily just to stay afloat. "There used to be people here from morning to night. Now I can stand alone for hours."

Why did tourism die in Venice Beach? The answer is complex. A perceived increase in crime, homelessness, the pandemic's aftermath, and lack of investment from the city have created a perfect storm. But at the core lies the absence of tourists. When they disappeared, so did the money, the jobs, the sense of safety — and eventually, the people.

Tourism as an Economic Engine

Tourism is not just about postcards and hotel stays. It is an industry that generated over $1.4 trillion globally in 2019, according to the World Tourism Organization. In many cities, tourism accounts for over 10 percent of the GDP. It provides jobs in hospitality, retail, transport, culture, and entertainment. It attracts investments, strengthens the local economy, and generates tax revenue that funds schools, healthcare, and infrastructure.

In Barcelona, for example, tourism contributes more than 15 percent of the city’s GDP. In Venice, Italy, tourism is virtually the city's entire economic base. And in small towns like Hallstatt in Austria or Banff in Canada, the entire community model would collapse without visitors.

The Social and Cultural Fabric of Tourism

But it's not just about the money. Tourism plays a deeper role. It creates encounters. It brings people from different cultures, languages, and backgrounds closer together. It fosters understanding, builds friendships, and sometimes even love across borders.

Tourism also helps preserve cultural heritage. When cities attract tourists seeking authenticity, it becomes profitable to preserve historic buildings, traditions, crafts, and local cuisines.

When this disappears — as in Venice Beach — so too does part of the cultural identity. People move away. Streets lose their soul. Shops are replaced with closed shutters. What remains is a shell of what once was.

The Risks of Over- and Under-Tourism

There are, of course, downsides. Unregulated mass tourism can lead to overcrowding, increased rents, heritage degradation, and locals feeling displaced. In Amsterdam, strict rules for short-term rentals have been implemented. In Mallorca, residents protest against tourist overload. In Dubrovnik, cruise ship numbers are capped.

But the solution is not to stop tourism. It’s about managing it. About embracing sustainable development. About creating models where tourism integrates with communities rather than collides with them.

A Cry for Help: What Venice Beach Teaches Us

The video from Venice Beach is more than a document of an area in decline. It is a warning. It shows what happens when a city loses its appeal and stops investing in tourism. It shows what happens when local leaders look away and when business owners are left to fight alone.

This is not just relevant in California. It applies to Swedish cities, southern European villages, Eastern European gems, and Asian metropolises. When tourists disappear, it can take decades to rebuild the trust and vitality that once existed.

Post-Pandemic Tourism – A Crossroads

The COVID-19 pandemic hit tourism hard. International travel halted, planes stood still, hotels closed. Many believed tourism would never recover. But it turned out that the urge to travel is deeply human. When restrictions eased, many returned — but not all.

Now, during the recovery, cities must make a choice. Either they build a new, more sustainable, inclusive, and local tourism — or they fall into the spiral of decline, like Venice Beach.

How Cities Can Save Their Tourism

1. Safety and Cleanliness: Tourists seek security. Cities must provide a clean, welcoming, and safe environment.

2. Support Small Businesses: Shops, cafés, galleries — these create a city’s soul. They need support through tax reliefs, marketing, and collaboration.

3. Invest in Culture and Experiences: Events, festivals, and local initiatives attract visitors — and local pride.

4. Digital Presence: Today’s tourists search online. Cities need to be there — with up-to-date information, inspiration, and booking options.

5. Engage Residents: Tourism must happen on residents’ terms. Involve them in planning, listen to their needs.

The Future – Is Tourism Sustainable?

Yes. But only if it is smart. Tourism that builds on local communities, authenticity, climate awareness, and mutual respect has a future. Flight shame, climate anxiety, and digital trends will impact how we travel — but not eliminate the need.

Cities that see tourism as an integrated part of society, not a necessary evil, will be stronger. It’s not just about survival. It’s about living.

Conclusion

Venice Beach stands as a tragic example of what happens when tourism vanishes. But it’s also an example of what can be turned around — if action is taken.

Tourism is more than just visitors. It is jobs, culture, encounters, and hope for the future. And just like a body needs oxygen, a city needs its visitors.

Let’s not forget that.