Several Jim Thorpe Borough officials advised Thursday night against approving a London-based media organization’s request to promote the area on a global scale due to over-tourism concerns.

The media group, Britalians TV, had proposed showcasing the borough as the “Gem of Pennsylvania” on its international network.

According to their correspondence, the organization’s programming reaches 80 countries and 275 million households. A similar feature in Virginia, Councilman Connor Rodgers said, reportedly garnered 8.3 million views in one month.

Over-Tourism strains resources

Council members noted that the influx of visitors in recent years has placed significant strain on the borough’s infrastructure, businesses, and public safety. They attributed part of the rise in tourism to the influence of social media platforms like TikTok, which have brought thousands of additional visitors to the area annually.

“The rise of certain social media... has brought thousands more into the borough every year, and I think this program would only bring more,” Rodgers said.

Without an actionable plan to bolster public safety and resources, he added, further promotion could exacerbate existing issues.

“We’ve been both blessed and burdened by tourism, and now burdened with over-tourism, which has become a major issue in the borough,” Rodgers said. “There are safety risks posed by large crowds, it puts a strain on local businesses, and brings potential damage to the borough’s historic infrastructure.”

Rodgers clarified his stance on tourism as a whole, noting that he’s a big supporter of it and the positive impact it can have on local businesses if managed right.

“I just want to make it abundantly clear that I’m not anti-tourist,” he said. “If anything, I’m pro-tourism. But when you have legacy businesses closing down during the peak season, that is certainly a concern.”

Police perspective

Jim Thorpe’s police department was also drawn into the discussion, as Council President Greg Strubinger sought guidance on handling increasing visitor numbers.

Strubinger described downtown during peak seasons as a scene of “mass humanity,” with the borough’s police department taking on the primary responsibility for managing the crowds.

The problem, Police Chief Joe Schatz said, extends beyond the autumn peak season, traditionally the borough’s busiest time.

“It’s been busy for Christmas weekends and all,” Schatz said.

The year-round surge of visitors, Strubinger added, has created logistical challenges, such as a lack of available restrooms and parking, which leave tourists wandering outside the downtown area and into residential neighborhoods.

“At what point are we reaching a point of diminishing return,” Strubinger said.

Seeking solutions through funding

Despite the concerns, Schatz said the police department and borough staff are actively pursuing solutions to better manage tourism.

“We reached out to Senator Argall’s office and hope that funding from state-level tourism initiatives could help mitigate some of the issues. Governor (Josh) Shapiro is big on tourism. We’re looking to tap into that for added safety barriers and things of that nature.”

Schatz said the borough and other area tourism agencies “stepped our game up last year.”

“Getting more entities involved is great, but at this point in time... we have to start managing and controlling what comes in,” he added.

Next steps

As the meeting progressed, council members debated whether to formally respond to the media organization’s proposal and whether the issue should be added to the agenda for the council’s Feb. 13 meeting.

“I’m requesting it be on the February agenda,” Rodgers said. “I think we need to let the organization know that while this is an honor, it could do more harm than good.”