The Rise of Pseudo Pages: Threats to Tourism and Consumer Trust

We are pleased to announce the release of our new paper: The Rise of Pseudo Pages: Threats to Tourism and Consumer Trust.

The study brings together first-hand insights from some of Europe’s most important cultural and heritage institutions, including:

• Van Gogh Museum (Netherlands)

• Museus e Monumentos de Portugal

• Milan Duomo (Italy)

• Sagrada Familia (Spain)

Each case study illustrates how unauthorized resellers and fraudulent pseudo pages are undermining consumer trust, damaging reputations, and straining staff on the ground. From visitors arriving with invalid tickets, to misleading pricing and downgraded access, the impact is widespread and persistent across Europe’s cultural landmarks.

The paper also explores the role of dominant digital platforms—particularly search engines like Google—in enabling these practices, and calls for stronger regulatory enforcement under the Digital Markets Act.

Our aim is to give voice to the institutions on the frontline of this problem and highlight why urgent action is needed to protect Europe’s cultural heritage, visitors, and the broader tourism brand.