ICOM Voices has published an essay looking beyond the Instagram filter at how city museums can respond to overtourism and the touristification of urban life. The piece argues that city museums occupy a distinctive position between residents and visitors, capable of telling more complex urban stories than the images circulating on social media. It considers programming, partnerships and interpretive strategies that put local communities back at the centre of the museum's narrative. The 25 September 2026 contribution continues ICOM's series of opinion pieces from museum professionals worldwide on the sector's pressing debates.