In UK university city Cambridge, it's been reported in local media that city officials and the tourist board Visit Cambridge and Beyond are taking action to limit the size of tour groups during peak season.

On summer weekend days this year, it wasn't unusual for 100 or more bus tours to descend upon the city, each carrying around 50 people. These bus tourists visit only for a very short time, congest the narrow streets, and don't spend much money in Cambridge.

Some Chinese tour operators believe restrictions on group size are directed at them specifically. Around 270,000 visitors from China came to the UK in 2017, most on group tours.

Some recent surveys have shown that Chinese outbound tourists are beginning to favor FIT experiences over group tours. Perhaps if Visit Cambridge were to focus on targeting the FIT market and shoulder seasons, the overtourism problem could be overcome to everyone's satisfaction.