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Over the past two years, the World Economic Forum’s (WEF) Global Future Council on Sustainable Tourism, which includes Amadeus executive membership, has worked on how we can build more sustainable destinations. As part of that effort, the Council has released a report presenting a set of practical recommendations to secure a more sustainable future.
The findings - discussed below - cover a range of topics, from the protection of heritage and effective governance to the prioritization of communities and the training of a skilled tourism workforce.
For destinations, the report offers tools which could be used to benefit more extensively from tourism in a sustainable way – while also avoiding some of the by-products of a non-sustainable approach, including cultural dilution, gentrification and pollution.
For the traveler, a more sustainable industry would allow for the enjoyment of authentic experiences over the long-term, while also reducing concerns about the environmental and social impact of trips.
Sustainable Destinations
The report’s ultimate goal is around building more sustainable destinations and includes a list of ten clearly defined suggestions around how tourism can be a force for positive change. In the spirit of collaboration, the work also seeks to provide a shared vocabulary that drives aligned action between businesses, governments, and travelers alike.
Let us, then, explore the ten principles.
1. Key to the development of more sustainable destinations will be the implementation of standards, certifications and a balanced set of evidence-based metrics to enable the transition to a more resilient sector. As the adage goes, you can only manage what you can measure.
2. There is also a need to nurture a motivated and trained workforce to deliver services at the quality required. At the same time, destinations must ensure workers share the values and purpose associated with resilient destinations.
3. Communities must come first. The well-being of residents and local populations is indisputably one of the main tourism assets of any destination and thus contributes greatly to its integrity. Inclusive, transparent tourism destination management planning processes must prioritize engagement and lay a foundation for sustainable destinations.
4. There must also be a focus on the protection of the culture in a thoughtful way that ensures the preservation of their historic and natural heritage.
5. Pre-pandemic, ‘over-tourism’ was a chief concern in the sector. As the recovery continues, sustainable destinations must adequately manage visitors in line with their capacity and enable them to choose and act sustainably.
6. We must also begin to recognize that nature underpins healthy societies and encourage stakeholders to prioritize conservation, management and restoration.
7. The sector can also work to implement strategies for responsible consumption by all stakeholders to promote circular economic pathways in tourism.
8. Our research has indicated that strategic planning and investment in infrastructure are key enabling factors for the balanced development of durable destinations.
9. Inclusive governance and effective regulations are essential factors to guide, enable and incentivize tourism players to implement business practices and behaviors promoting sustainability.
10. Finally, sustainable destinations embed resilience as a critical component of their tourism agenda. Governments, tourism enterprises and communities do so to prepare for the inevitable short-term shocks and long-term health, political and environmental stressors, including pandemics, conflicts, extreme weather events and climate change.
It is only together, as an industry, that we can ensure travel and tourism continues to be a force for good. We believe this report offers some practical steps for the journey ahead to ensure those goals become a reality.
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