President & CEO, World Travel & Tourism Council (WTTC)
The Travel & Tourism sector is showing strong signs of recovery, and the path to a sustainable recovery is well underway.
According to our latest Economic Impact Research (EIR) data, the global sector is closing in on its 2019 peak. Our data forecasts that by the end of this year, nearly half of the 185 countries analysed will have either fully recovered to pre-pandemic levels or be within this 95% of full recovery.
Sector stakeholders are exploring innovative approaches to sustainability and resilience, such as investing in digital technologies and promoting sustainable tourism practices.
The future looks bright for Travel & Tourism, and the sector is on track to achieve a sustainable and prosperous recovery. With continued collaboration and innovation, we can ensure that the sector remains a vital engine of global economic growth and prosperity.
Sustainability is still at the top of the travel agenda, and our sector is making huge strides to decarbonise its activity. Sustainable development means managing tourism activities in a responsible way that positively impacts the environment, society, and local economies. The goal is to strike a balance between economic growth, social responsibility, and environmental sustainability.
Tourism businesses are increasingly recognizing the importance of sustainable development and are taking steps to implement it in their operations. This factor is crucial to the long-term success of the Travel & Tourism sector. With more awareness and resources available, we can look forward to a future where tourism continues to thrive while being responsible and sustainable.
Greece has made great strides towards sustainability in their Travel & Tourism sector. They have implemented measures such as promoting ecotourism, reducing waste, and using renewable energy sources.
However, like any country, there are still challenges to overcome, such as balancing the economic benefits of tourism with environmental and social impacts. It will require continued efforts and collaboration between the public and private sector, and local communities to achieve a truly sustainable tourism model.
While the Travel & Tourism sector has faced several challenges, there is no doubt that it will emerge stronger and more sustainable in the years to come. We have already seen considerable progress in terms of adopting sustainable practices, and there is a growing awareness of the need for responsible tourism among travellers and sector stakeholders.
The pandemic has also served as a catalyst for change, as it has highlighted the importance of sustainability and resilience in the sector. Many destinations are now placing a greater emphasis on sustainable tourism practices, and there is a growing recognition of the need to balance economic, social, and environmental factors.
But there is still work to be done, and the sector must continue to prioritize sustainability and responsible tourism moving forward.
Over the next few years, I envision tourism as one that prioritizes sustainable and responsible practices while providing unique and authentic experiences for travellers. I believe that Travel & Tourism can continue to grow and thrive while also protecting the environment and supporting local communities. It is important for tourism to benefit not just travellers, but also the destinations and people they visit.
I see a future where technology plays a significant role in enhancing the travel experience, from more efficient transportation options to personalized recommendations based on individual preferences. The pandemic has accelerated the adoption of technology, and this trend is expected to continue. However human interaction and connection will remain a crucial aspect of travel.