Klook cofounder: overtourism is a ‘concentration problem’ — AI can steer visitors to hidden spots

What Ethan Lin said

Ethan Lin, cofounder of Asia-based travel platform Klook, told the Fortune Leaders Forum in Macau that framing overtourism as a numbers problem misses the point. The core issue, he said, is concentration: too many visitors go to the same few sites within a country instead of exploring a wider set of places.

Lin's position reframes policy options. Instead of only cutting visitor totals with taxes or shorter visas, destinations can seek to redistribute tourist flows across more sites and experiences.

How AI factors in

Klook's Travel Pulse survey of Gen Z and millennial travelers across Asia found 57% had used AI to find new destinations or experiences. Lin argued that technology, including AI, can help diversify tourism traffic by guiding travelers to alternative or lesser-known places.

David Mann, Mastercard's chief APAC economist, shared related company data showing that people who pay for AI subscriptions are more likely to visit locations off the usual routes. He described that cohort as actively searching for discovery — "hidden gems" and places they've never tried before — and said AI can help them find those options more efficiently.

Commercial and marketing levers

Operators are already using marketing tactics to shift demand. The Myoko Suginohara Ski Resort in Japan worked with American snowboarder Travis Rice to film backcountry snowboarding on its slopes for two seasons. Patience Capital Group founder Ken Chan said the campaign made viewers want to try that experience and drew visitors to Myoko.

Macau's integrated resorts are another example of product diversification. Resorts there are staging events and experiences to reduce reliance on gaming and shopping. SJM Resorts hosts the Macao Open golf tournament. Melco's City of Dreams runs the "House of Dancing Water" show. Gerard Walker of SJM described these events as ways to attract visitors who then use hotels, dining and other services.

Demand trends shaping redistribution

Jane Sun, CEO of Trip.com, described current demand as driven by three factors she called the "three Ps": premium, purposeful, and pro‑leisure travel. She noted high interest in concerts and sports — citing demand for acts like G‑Dragon, Blackpink and Jay Chou, and for NBA and F1 events — and said premium experiences can sell quickly. She also referenced a very high‑priced package that sold out rapidly.

Another demand change is workcations: travelers combining remote work with leisure, stretching short trips into longer stays and spending differently during those stays. Lin noted that people often act differently while traveling, using more services and activities than they would at home.

Practical implications for destinations and operators

• Use AI discovery tools to surface lesser‑known attractions and itineraries for travelers who want novelty.
• Combine influencer or creator campaigns with localized product development to showcase experiences that aren't yet crowded.
• Package experience-driven events (sports, concerts, festivals) with local stays and nontraditional activities to distribute spending beyond core tourist nodes.
• Design offers for workcation audiences that extend midweek bookings and add weekday activity demand.