Why tourists should be especially aware of scams this year

By Dr Charlotte Russell, Clinical Psychologist & Founder

Travel opens us up — emotionally, cognitively, and socially. That openness is part of what makes travel transformative, but it also makes us vulnerable. Scams thrive in these moments, not just because travellers are geographically out of place, but because they’re often emotionally and cognitively overloaded: distracted by novelty, eager to trust, and driven by the desire for authentic experiences.

This year, those vulnerabilities matter more than ever. Two global pressures,  overtourism and economic strain,  are creating psychological conditions that make scams more likely. Understanding why scams flourish, and why now, can help travellers respond with clarity rather than shame.

A note on legitimate price increases vs. overcharging

Before we go any further, it’s important to distinguish between legitimate price increases and overcharging. Many destinations are experiencing higher costs of living, and this naturally affects the price of food, transport, accommodation, and services. When a price is clearly marked on a menu, displayed on a sign, or stated upfront, that’s not a scam — it’s a transparent transaction, and travellers have the choice to pay it or not. It may be more than you expect or hope, but it’s not a scam.

By contrast, when we talk about scams or overcharging in this article, we’re referring to shady practices that rely on ambiguity or omission: prices that aren’t disclosed, “free” items that turn out not to be free, taxi fares without meters or receipts, or charges that appear only after the service has been provided. These practices bypass informed consent. The issue isn’t the amount — it’s the lack of clarity, transparency, and choice.

The psychology of scammers

The behaviour of scammers is shaped by predictable psychological mechanisms that allow them to bypass guilt, minimise harm, and justify deception to themselves. These mechanisms are well‑documented in psychology, criminology, and fraud research — and they map perfectly onto the travel context.

1. Dehumanisation: not seeing tourists as people

Dehumanisation is one of the strongest predictors of harmful behaviour. When empathy drops, exploitation becomes easier for the scammers to justify to themselves.

Scammers often see tourists as:

• wealthy outsiders
• temporary intruders
• faceless crowds
• symbols of inequality
• “walking wallets”

This psychological distancing is intensified when:

• cities feel overwhelmed by visitor numbers
• locals feel displaced or ignored
• tourists behave in ways that seem disrespectful
• cultural distance is high

Once tourists become an out‑group, empathy drops and exploitation feels more permissible.

2. Moral disengagement: cognitive strategies to reduce guilt

Scammers rely on cognitive strategies that silence their conscience. These mechanisms are part of Bandura’s moral disengagement theory and appear consistently in fraud research.

Common disengagement strategies include:

• Moral justification — “I’m just trying to survive.”
• Euphemistic labelling — calling scams “hustles”, “tips”, or “help”.
• Advantageous comparison — “At least I’m not robbing them.”
• Displacement of responsibility — “Everyone does it here.”
• Minimising consequences — “It’s only a few euros.”
• Blaming the victim — “They should know better.”

These cognitive shifts allow scammers to behave in ways that would otherwise feel morally uncomfortable.

3. Harm minimisation: ‘They won’t miss it’

Fraud research shows that perpetrators often minimise the impact of their actions, especially when victims are perceived as wealthy or insulated.

Scammers frequently assume:

• tourists can afford the loss
• tourists expect to be overcharged
• tourists won’t be emotionally affected
• tourists are insured or protected

This is sharply at odds with reality. In a study of over 1500 participants, 53% of victims reported distress, shame, or anxiety — a reminder that “small” scams can have big emotional consequences.

4. Economic scarcity: survival framing

Under financial strain, people are more likely to justify morally ambiguous behaviour. This is one of the most powerful psychological drivers of scams.

Economic scarcity increases desperation, moral disengagement, harm minimisation and opportunistic behaviour. Survival narratives become common:

• “I have to feed my family.”
• “Tourists have money — I don’t.”
• “This is how we survive here.”
• “The government doesn’t help us.”

In a year marked by cost‑of‑living pressures across Europe, Asia, and the Americas, survival framing is particularly potent.

5. Overtourism: crowding, resentment, and emotional fatigue

Overtourism is not just an environmental or economic issue — it’s a psychological one.

Research shows that overtourism increases:

• resident irritation
• social friction
• hostility toward tourists
• reduced empathy
• feelings of cultural displacement

When locals feel overwhelmed or pushed out of their own spaces, tourists become symbolic representations of the problem. This makes dehumanisation easier and exploitation more psychologically acceptable.

In 2026, overtourism is at record levels in many destinations — creating fertile ground for opportunistic behaviour.

6. The combination of overtourism + economic strain is uniquely potent

Either condition alone increases the likelihood of scams. Together, they have the potential to create a ‘perfect storm’ where exploitation becomes more likely because of high out‑grouping, low empathy, high moral disengagement.

A final word: awareness, not alarm

This article isn’t intended to frighten travellers or suggest that the world has suddenly become unsafe. Travel remains one of the most enriching, expansive, and psychologically nourishing experiences we can have. But it is important to acknowledge that we’re currently living through a kind of perfect storm: overtourism is straining relationships between visitors and residents, and economic pressures are making morally ambiguous behaviour more likely.

When these two forces collide, the psychological conditions that enable scams — dehumanisation, moral disengagement, harm minimisation, and survival framing — become stronger. That doesn’t mean every interaction is risky, or that travellers should move through the world suspiciously. It simply means that being mindful of these dynamics can help you stay grounded, confident, and prepared.

Awareness is protective. Understanding the psychology behind scams helps you interpret behaviour more clearly, respond with less self‑blame, and maintain compassion for the places you visit — even when you encounter difficult moments.

For practical strategies on how to recognise and respond to scams, see my article on the psychology travel scams.

References