Slow tourism vs over-tourism: a comparative case study of Cittaslow in Italy and Spain

The rapid growth of global tourism has led to significant challenges, particularly in the form of overtourism, which affects the social, environ-mental, and cultural organisation of many destinations. As cities struggle to manage overcrowding, pollution, and the loss of local identity, alternative tourism models have gained attention. This research is relevant as it examines the Cittaslow movement, a global initiative focused on sustainability and quality of life, as a potential antidote to overtourism. By focusing on Italy and Spain, two countries heavily impacted by mass tourism, this study contributes to the broader discourse on sustainable tourism and regional development. The aim of this research is to evaluate how the implementation of Cittaslow principles in Italy and Spain contributes to combating the negative effects of overtourism by promoting slow tourism, sustainability, and decentralization of tourist flows. This study is based on the hypothesis that Cittaslow towns offer an effective framework for mitigating overtourism by fostering localized, low-impact tourism practices. Using a comparative case study methodology, the research examines Cittaslow implementation in Italy, the birthplace of the movement, and Spain, a more recent adopter. The analysis focuses on how Cittaslow towns in each country approach decentralization, local identity promotion, and the mitigation of tourist pressure. Findings reveal that Cittaslow towns in both Italy and Spain encourage a change from mass tourism by redirecting flows to smaller, less-visited areas. Italian towns benefit from stronger institutional support and integration with national tourism strategies, while Spanish towns show promise through community-led innovation. Both contexts show early signs of relieving pressure from over touristed centres by promoting low-impact, high-quality travel experiences. Slow tourism, guided by Cittaslow principles, may provide a replicable model for managing tourism sustainably. However, its success may depend on long-term governance support and cultural alignment. These insights contribute to broader debates on post-growth tourism and sustainable regional development.