Sustainable Toruism in coastal areas / awarweness to tourists and visitors

The municipality of Cullera is facing the mass tourism problem. Residents are suffering this. Cullera municipality is a medium sized city in winter time and a big city in summer. The locals have difficulties in managing this but also the town hall. The services offered are far from being enough to cover the need of so much people living here in summer time.
The services colpase with the general unease not only of the local population but also of visitors that see the destination as a municipality lacking basic services. The efforts and the budget of the municipality can not cover all these needs.
In addition to this, the behaviour of some visitors leaves much to be desired. Although it may seem strange, there are still people with very little civic sense who do not respect the rules of coexistence neither the natural environment that they themselves enjoy and demand to be in optimal condition.
We would be very interested in learning about initiatives that could provide solutions to two negative aspects of mass tourism. On the one hand, raising awareness among visitors about the environment, informing them of the impact they have, what their footprint is, and in some way reminding them that there are locals at the destination who must be respected.
On the other hand, we would like to raise awareness among the population about the benefits of tourism in the municipality, so that they do not see it as an invasion and discover the advantages for the inhabitants.