Doxey’s Irridex 44 Years On …

Every time I read an article or post about the scourge of “Overtourism” I’m reminded of a portmanteau created by Doxey back in 1975: the irritation index or “Irridex”.

Back then, Doxey created the model to explain the four stages of resident response to tourism:

Euphoria: residents and guests are happy as a few visitors come to appreciate the destination as an underdeveloped ‘new’ experience; visitors represent new revenues o the community and the benefits clearly outweigh any drawbacks.

Apathy: residents and guests begin to take each other for granted, and there’s a need for greater stakeholder collaboration, foresight, and planning.

Annoyance: while guests are having a positive economic impact (and tourism gains political traction as an ‘industry’), residents are increasingly frustrated with their presence.

Antagonistic: as traffic, noise, pollution, and competition for resources like water and housing increase with visitation, residents openly protest tourism and clash with guests.

While the term ‘overtourism’ might be relatively new, the fact is these clashes have existed in some communities for decades.

And what made me think of it today? Hopping up to the local ski hill to catch a few runs only to find all the EV chargers occupied, the parking lots full, and massive lineups for lifts. The very things that make me an enthusiastic Vancouverite (yes, we really do ski in the mornings before work!) make me an annoyed Vancouverite (it’s only 10am and I have to wait 10 minutes to get on a lift?).

Cadillac problems to be sure. But something that should be on every tourism marketers radar going forward.

Where does your community sit on Doxey’s Irridex? What planning or coordination could help alleviate it? Share your thoughts in the comments.