“Not everyone can come to the Eiffel Tower” stated Stéphanie Renault, a representative from the monument, speaking at the Arival 360 Europe event this week in Valencia (Spain). Despite 10 million tickets sold annually - 80% directly through its official website - demand still far exceeds capacity explained Renault.

She emphasized that safety, maintenance, and crowd control are the top priorities, which means not everyone will be granted access. She also criticized the lack of clear communication around this reality, particularly calling out online travel agencies (OTAs) for promoting misleading “skip-the-line” tickets—some priced as high as €300, she said—that don’t actually guarantee faster entry. The growing number of confusing ticket options, she added, only makes it harder for visitors to make informed decisions.

To reduce this confusion and improve transparency, the Eiffel Tower has stopped offering such tickets and is working to stop third-party platforms from selling them. The goal is to create a clearer, fairer booking process for visitors.
This issue isn’t unique to Paris. Across Europe, popular tourist attractions like the Colosseum or the Sagrada Família are also experiencing over-demand, leaving many visitors unable to secure entry. Experts at the Arival 360 event pointed out that better coordination between venues, OTAs, and tour operators is urgently needed to manage limited capacity and avoid disappointing travelers.
Challenges and solutions from Tour Operators
Marc Codinach, General Manager at Julià Travel, stressed the growing need for travel operators to provide more value beyond “simply selling tickets”. While guided tours and services during low-demand periods are essential for increasing visitor engagement, Codinach pointed out that clear rules and guidelines are necessary from the start of the season. Without them, both operators and attractions face unnecessary complications in managing visitor expectations.
Similarly, Ross Mantione, President and COO of City Wonders, emphasized the importance of creative partnerships between operators and attractions. He shared an example of how City Wonders helped the Louvre drive demand for afternoon bookings by offering wine and cheese tastings, creating an enjoyable experience for visitors while supporting the museum’s visitor flow during quieter hours.
Despite these positive examples, challenges remain. Roberto Pannozzo, CEO of Carrani Tours, expressed frustration with venues that change their rules mid-season, which he described as “unfair” to operators. He called for more consistent cooperation from attractions to ensure smoother operations throughout the year.
Douglas Quinby from Arival further highlighted the difficulties     resulting from too many products and offers. He noted that multiple ticket options for the same attraction can overwhelm customers, complicating the decision-making process. Pannozzo echoed these concerns, adding that many venues’ booking processes are overly complicated, which can lead to a poor experience for both operators and their clients.
Post-COVID adjustments: a new reality for the travel industry
The pandemic has led many major attractions to reconsider their visitor capacity. Reduced numbers have improved the visitor experience, and the Van Gogh Museum, in particular, has seen a notable increase in local visitors as a result. These changes reflect a broader shift in tourism, with venues prioritizing quality over quantity.
In this sense, Tina Kyriakis, Founder of Alternative Athens and Back to the Routes, explained that tourists “will need to accept that not every iconic site can be visited”. She advised, travelers to plan ahead and purchase tickets months in advance, suggesting that securing tickets similar as booking flights is a smart strategy in the current environment.
As tourism continues to rebound, the message is clear: planning is key. Experts stress that travelers should prioritize ticket bookings well in advance, particularly as many attractions are now limiting visitor numbers to improve the overall experience. With overtourism and limited supply becoming permanent features of the industry, the solution lies in early planning, transparent collaboration, and a shift in traveler behavior toward more strategic, well-planned visits.
The Arival 360 event, happening from April 28th to 30th in Spain (Valencia), has brought together over     700 operators, tech innovators, and industry leaders from around the globe. Participants are diving into a dynamic series of discussions and panels, exploring the future of travel, tackling emerging challenges, and forging partnerships that will spark innovation across the experiences sector.