The dark side of digital technology to overtourism: the case of Barcelona

Purpose This study aims to offer a three-pronged reflection on overtourism in large cities such as Barcelona. The objective is to outline how technology can impact on overtourism and eventually, how to tackle the problem using technology. Design/methodology/approach The research design is based on secondary data (literature and online reviews) and a case study of Barcelona. Findings The most significant aspect is the rapid spread of comments and reviews about attractions and venues. Despite the interest in ICT generalisation, these new technologies have a dark side. Closely linked to fashion trends, some tourist destinations find themselves rapidly overbooked. Originality/value Unlike other studies, this paper reveals a dark side of technology and attempts to use technology to mitigate the impacts of overtourism.