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How to promote tourism without destroying the destination.

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But travel is not a product in the same way as a shoe or a shirt. You can’t flip a factory switch and produce more. And flooding a destination with tourists has much more complicated impacts than flooding a shoe store with sneakerheads. A place is a limited resource. And to experience travel at its finest, the place must retain the elbow room for that uncrowded experience.

So how do you launch phenomenally successful travel marketing campaigns for your destination without ruining the travel experience that you are promoting?

Using a keen sense of seasonality, and a platform that favors education as much as marketing, destinations can rethink how a travel campaign can not just flood a place with tourists, but promote sustainable and conscientious travel that benefits both visitors and locals alike.

Travel marketers often revert to a one-way monologue, firing message after message at the traveling public. But digital engagement makes it easier than ever to have a dialogue with potential visitors.

Think about questioning the default mode of telling the public what you offer and why they should visit, and begin asking them to engage in a deeper travel experience with your destination.

Iceland is a great example of this, requesting their travelers take the "Icelandic Pledge," a simple and straightforward request to respect nature and stay safe. So far, the pledge has been signed by more than 56,000 visitors, all of whom have committed to protect and preserve the natural beauty of one of the world’s great travel destinations. The pledge is now being offered to travelers at international airport terminals as well as online.

Asking travelers to engage in respecting and protecting a destination does two things: It involves a traveler in the ethos of a place and its ideals of sustainability and authenticity, and it starts a two-way conversation that can be continued as a traveler goes through the travel journey.

While broadcasting messages to a passive audience might be easiest, interaction deepens the connection between traveler and destination. Consider ways to ask for that interaction in the form of pledges, interactive travel education and innovative surveys.

We all know that many travelers only scratch the surface of a destination during a travel trip. While they might want the inside scoop on the best local restaurant or hidden beach, they often don’t know where to find it or whom to trust when they receive recommendations.

The destination can step in and fill this void, and deliver true value to the visitor that will deepen their experience and increase the chance that they will become a repeat visitor.

There is a delicate balance that destinations must strike to showcase the true local gems in their destination while not overloading a secret local spot, but this can be done with some careful thought.

Putting equal effort into educating as travel marketers typically put into enticing will not just funnel travelers into a destination, but ensure they see the places that make it special.

Some ways to deliver a deeper experience for visitors include:

•  A video series that highlights uncrowded off-season adventures

•  Guidebook-style content campaigns that inform visitors of both the history and culture of a location

•  Nimble social media campaigns that capitalize on weather windows and unique events

Don’t follow the herd.

In a travel marketing world where almost everyone follows the herd, sometimes zigging when others zag is a way to stick out in a competitive field. Your destination is unique, and your marketing should reflect that.

Sometimes that means doing something completely counter-current to conventional marketing wisdom. Jackson Hole is a great example of this. While most destinations would die for a dramatic increase in Instagram photos posted of their most beautiful spots, Jackson Hole launched a "Tag Responsibly, Keep Jackson Hole Wild" campaign. The plea for social media responsibility asked Instagram users to stop geotagging specific locations in and around Jackson Hole to prevent the herd of travelers that might follow a photo and ruin a special place.

The campaign even offered an alternative Instagram tag that Instagrammers can add to their Jackson Hole shots to keep the specific location undisclosed. The campaign fits seamlessly into the ethos of Jackson Hole’s brand that promotes the rugged, raw and wild natural beauty of the Western destination.

Think about your destination and what it stands for. Are there opportunities to do something completely different? Whether it is reimagining the uses of social media or using emerging technologies like virtual reality in new and inventive ways, being unafraid to be different can be a marketing differentiator.

Engage in a sophisticated four-season strategy.

Even the most popular destinations have their moments when the crowds thin and you can find those special moments of solitude. Driving tourism during the busy months can not only be a recipe for a disappointed visitor, but can also lead to the traffic, crowding and environmental destruction that gives tourism a bad name.

More destinations are becoming increasingly sophisticated about when they drive visitors to their destination. Iceland stopped any marketing of their summer season -- a beautiful but already busy season for the destination. By highlighting winter and fall travel, they not only support a steadier, year-round economy for their travel-dependent businesses, but also spread out the impacts of tourism in a way that allows the destination to handle the travel volume without overloading trails or natural hot springs.

The lure of these destinations will continue to grow as long as folks can get there. And it's going to remain imperative that the marketing matches the tourism cycle to ensure that overtourism is kept under control and that these beautiful destinations continue to flourish.

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How to Promote Tourism

Last Updated: April 3, 2024 Approved

This article was co-authored by Anyah Le Gilmore-Jones . Anyah Gilmore-Jones is a Social Media Marketing Expert based in Nashville, Tennessee. An innovative experiential and social media marketer, Anyah is skilled at creating engaging brand experiences and leverages her passion for connecting people and ideas to drive organic growth for purpose-driven brands. As the founder of GROW by Gilmore, a social media strategy company, Anyah develops data-driven social media strategies focused on authentic community building. She has over 4 years of experience spearheading viral campaigns and producing content for brands like HBCU Buzz, Black & Scholared, SHEIN, and Project Art Collective. She received her BA from Howard University in Political Science and Government. wikiHow marks an article as reader-approved once it receives enough positive feedback. This article has 11 testimonials from our readers, earning it our reader-approved status. This article has been viewed 203,683 times.

Looking to attract some new visitors to your town or city? In our current digital age, getting tourists to pay attention to a specific place is more possible than ever. Developing a marketing plan and using tools social media and other promotional materials, can all help to promote tourism in your town or city.

Creating a Marketing Plan

• Focus on activities or attractions that are specific to your town. Even a small or strange attraction could attract visitors and bring attention to the town, from the world’s largest paper clip to a man made wave in a river. Ask yourself: What makes the town worth a special trip? What do you have that a tourist can’t get or do somewhere else?
• Work with a tourism planning committee and narrow your focus on the top three things your town has to offer. The more specific, rather than generic, you can be, the more likely your town will be of interest to tourists.

• What do you think attracts a visitor to the community?
• What type of visitor do you see coming to our community?
• How can we do to improve the visitor’s experience?

• Where does the visitor live?
• What attracted the visitor to the community?
• How did the visitor find out about the tourist attractions?
• What type of businesses or facilities did the visitor use?
• What kinds of accommodations or services are needed?
• A third party endorsement from previous visitors to the town or current visitors is a good way to determine how to better serve future tourists.

• Geographic market areas, with a section for day trips, overnight trips, and extended visits.
• Outdoor recreation activities, if any, such as camping, hiking, fishing, and picnicking.
• Entertainment, such as historic sites, fairs or festivals, shopping, and dining.
• Other travel purposes, such as business trips and family visits.

• Think about successful slogans, like Las Vegas’ “What happens here, stays here”, New York’s “The City That Never Sleeps” or Calgary, Alberta’s “Heart of the New West”. They work because they are unique and avoid generic terms or phrases.

• The overall recommendation from the tourism planning committee, including the proposed slogan and branding.
• The budget of the marketing plan, including the costs of all promotional materials.
• The source of the funds to put the marketing plan into action.
• The responsible parties of putting the marketing plan into action.
• A timeline for the completion and launch of the marketing plan.

Using Promotional Materials and Local Media

• Sell these promotional materials at local gift shops located close to popular attractions.

• The map can include a brief description of key attractions and sites, as well as activities tourists can do at these locations.

Using Social Media and Other Online Tools

• A good way to get more traffic to the website is to create a blog section on the site and make sure it is updated regularly. Conduct interviews with locals and post the interviews on the blog, or do a post on the best activities to do in the town based on the season.

• You can also create a hashtag that uses the slogan for the town and use it often at the end of every tweet or Instagram post. This will help you track if the town is trending among users and improve your posts to get more attention on these platforms.

Expert Q&A

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Expert Interview

Thanks for reading our article! If you’d like to learn more about promoting tourism, check out our in-depth interview with Anyah Le Gilmore-Jones .

• ↑ http://smallbizsurvival.com/2013/03/how-to-market-a-community.html
• ↑ http://www.tourism-review.com/social-media-marketing-in-tourism-industry-page659

About This Article

To promote tourism in your town or city, start by making a list of the things that make your area unique, such as lots of outdoor activities or a unique attraction. Then, create a slogan that reflects what makes your town special, avoiding common, generic phrases like, “best kept secret.” Additionally, try making a Facebook page for your town and posting pictures or event information every day to make sure people notice the page. You can also open Twitter and Instagram accounts and come up with a hashtag based on your city’s slogan. For tips on how to create a tourist map of your area to give to visitors, read on! Did this summary help you? Yes No

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Sustainable tourism

Related sdgs, promote sustained, inclusive and sustainable ....

Description

Publications.

Tourism is one of the world's fastest growing industries and an important source of foreign exchange and employment, while being closely linked to the social, economic, and environmental well-being of many countries, especially developing countries. Maritime or ocean-related tourism, as well as coastal tourism, are for example vital sectors of the economy in small island developing States (SIDS) and coastal least developed countries (LDCs) (see also: The Potential of the Blue Economy report as well as the Community of Ocean Action on sustainable blue economy).

The World Tourism Organization defines sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities".

Based on General assembly resolution 70/193, 2017 was declared as the  International Year of Sustainable Tourism for Development.

In the 2030 Agenda for Sustainable Development SDG target 8.9, aims to “by 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”. The importance of sustainable tourism is also highlighted in SDG target 12.b. which aims to “develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products”.

Tourism is also identified as one of the tools to “by 2030, increase the economic benefits to Small Island developing States and least developed countries” as comprised in SDG target 14.7.

In the Rio+20 outcome document The Future We want, sustainable tourism is defined by paragraph 130 as a significant contributor “to the three dimensions of sustainable development” thanks to its close linkages to other sectors and its ability to create decent jobs and generate trade opportunities. Therefore, Member States recognize “the need to support sustainable tourism activities and relevant capacity-building that promote environmental awareness, conserve and protect the environment, respect wildlife, flora, biodiversity, ecosystems and cultural diversity, and improve the welfare and livelihoods of local communities by supporting their local economies and the human and natural environment as a whole. ” In paragraph 130, Member States also “call for enhanced support for sustainable tourism activities and relevant capacity-building in developing countries in order to contribute to the achievement of sustainable development”.

In paragraph 131, Member States “encourage the promotion of investment in sustainable tourism, including eco-tourism and cultural tourism, which may include creating small- and medium-sized enterprises and facilitating access to finance, including through microcredit initiatives for the poor, indigenous peoples and local communities in areas with high eco-tourism potential”. In this regard, Member States also “underline the importance of establishing, where necessary, appropriate guidelines and regulations in accordance with national priorities and legislation for promoting and supporting sustainable tourism”.

In 2002, the World Summit on Sustainable Development in Johannesburg called for the promotion of sustainable tourism development, including non-consumptive and eco-tourism, in Chapter IV, paragraph 43 of the Johannesburg Plan of Implementation.

At the Johannesburg Summit, the launch of the “Sustainable Tourism – Eliminating Poverty (ST-EP) initiative was announced. The initiative was inaugurated by the World Tourism Organization, in collaboration with UNCTAD, in order to develop sustainable tourism as a force for poverty alleviation.

The UN Commission on Sustainable Development (CSD) last reviewed the issue of sustainable tourism in 2001, when it was acting as the Preparatory Committee for the Johannesburg Summit.

The importance of sustainable tourism was also mentioned in Agenda 21.

For more information and documents on this topic,  please visit this link

UNWTO Annual Report 2015

2015 was a landmark year for the global community. In September, the 70th Session of the United Nations General Assembly adopted the Sustainable Development Goals (SDGs), a universal agenda for planet and people. Among the 17 SDGs and 169 associated targets, tourism is explicitly featured in Goa...

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In December 2015, the United Nations General Assembly declared 2017 as the International Year of Sustainable Tourism for Development. This is a unique opportunity to devote a year to activities that promote the transformational power of tourism to help us reach a better future. This important cele...

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The 2012 UNEP Foresight Process on Emerging Global Environmental Issues primarily identified emerging environmental issues and possible solutions on a global scale and perspective. In 2013, UNEP carried out a similar exercise to identify priority emerging environmental issues that are of concern to ...

Transforming our World: The 2030 Agenda for Sustainable Development

This Agenda is a plan of action for people, planet and prosperity. It also seeks to strengthen universal peace in larger freedom, We recognize that eradicating poverty in all its forms and dimensions, including extreme poverty, is the greatest global challenge and an indispensable requirement for su...

15 Years of the UNWTO World Tourism Network on Child Protection: A Compilation of Good Practices

Although it is widely recognized that tourism is not the cause of child exploitation, it can aggravate the problem when parts of its infrastructure, such as transport networks and accommodation facilities, are exploited by child abusers for nefarious ends. Additionally, many other factors that contr...

Towards Measuring the Economic Value of Wildlife Watching Tourism in Africa

Set against the backdrop of the ongoing poaching crisis driven by a dramatic increase in the illicit trade in wildlife products, this briefing paper intends to support the ongoing efforts of African governments and the broader international community in the fight against poaching. Specifically, this...

Status and Trends of Caribbean Coral Reefs: 1970-2012

Previous Caribbean assessments lumped data together into a single database regardless of geographic location, reef environment, depth, oceanographic conditions, etc. Data from shallow lagoons and back reef environments were combined with data from deep fore-reef environments and atolls. Geographic c...

Natural Resources Forum: Special Issue Tourism

The journal considers papers on all topics relevant to sustainable development. In addition, it dedicates series, issues and special sections to specific themes that are relevant to the current discussions of the United Nations Commission on Sustainable Development (CSD)....

Thailand: Supporting Sustainable Development in Thailand: A Geographic Clusters Approach

Market forces and government policies, including the Tenth National Development Plan (2007-2012), are moving Thailand toward a more geographically specialized economy. There is a growing consensus that Thailand’s comparative and competitive advantages lie in amenity services that have high reliance...

Road Map on Building a Green Economy for Sustainable Development in Carriacou and Petite Martinique, Grenada

This publication is the product of an international study led by the Division for Sustainable Development (DSD) of the United Nations Department of Economic and Social Affairs (UNDESA) in cooperation with the Ministry of Carriacou and Petite Martinique Affairs and the Ministry of Environment, Foreig...

Natural Resources Forum, a United Nations Sustainable Development Journal (NRF)

  Natural Resources Forum, a United Nations Sustainable Development Journal, seeks to address gaps in current knowledge and stimulate relevant policy discussions, leading to the implementation of the sustainable development agenda and the achievement of the Sustainable...

UN Ocean Conference 2025

Our Ocean, Our Future, Our Responsibility “The ocean is fundamental to life on our planet and to our future. The ocean is an important source of the planet’s biodiversity and plays a vital role in the climate system and water cycle. The ocean provides a range of ecosystem services, supplies us with

UN Ocean Conference 2022

The UN Ocean Conference 2022, co-hosted by the Governments of Kenya and Portugal, came at a critical time as the world was strengthening its efforts to mobilize, create and drive solutions to realize the 17 Sustainable Development Goals by 2030.

58th Session of the Commission for Social Development – CSocD58

22nd general assembly of the united nations world tourism organization, world tourism day 2017 official celebration.

This year’s World Tourism Day, held on 27 September, will be focused on Sustainable Tourism – a Tool for Development. Celebrated in line with the 2017 International Year of Sustainable Tourism for Development, the Day will be dedicated to exploring the contribution of tourism to the Sustainable Deve

World Tourism Day 2016 Official Celebration

Accessible Tourism for all is about the creation of environments that can cater for the needs of all of us, whether we are traveling or staying at home. May that be due to a disability, even temporary, families with small children, or the ageing population, at some point in our lives, sooner or late

4th Global Summit on City Tourism

The World Tourism Organisation (UNWTO) and the Regional Council for Tourism of Marrakesh with support of the Government of Morroco are organizing the 4th Global Summit on City Tourism in Marrakesh, Morroco (9-10 December 2015). International experts in city tourism, representatives of city DMOs, of

2nd Euro-Asian Mountain Resorts Conference

The World Tourism Organisation (UNWTO) and Ulsan Metropolitan City with support of the Government of the Republic of Korea are organizing the 2nd Euro-Asian Mountain Resorts Conference, in Ulsan, Republic of Korea (14 - 16 October 2015). Under the title “Paving the Way for a Bright Future for Mounta

21st General Assembly of the United Nations World Tourism Organization

Unwto regional conference enhancing brand africa - fostering tourism development.

Tourism is one of the Africa’s most promising sectors in terms of development, and represents a major opportunity to foster inclusive development, increase the region’s participation in the global economy and generate revenues for investment in other activities, including environmental preservation.

• January 2017 International Year of Tourism In the context of the universal 2030 Agenda for Sustainable Development and the Sustainable Development Goals (SDGs), the International Year aims to support a change in policies, business practices and consumer behavior towards a more sustainable tourism sector that can contribute to the SDGs.
• January 2015 Targets 8.9, 12 b,14.7 The 2030 Agenda for Sustainable Development commits Member States, through Sustainable Development Goal Target 8.9 to “devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”. The importance of sustainable tourism, as a driver for jobs creation and the promotion of local culture and products, is also highlighted in Sustainable Development Goal target 12.b. Tourism is also identified as one of the tools to “increase [by 2030] the economic benefits to Small Island developing States and least developed countries”, through Sustainable Development Goals Target 14.7.
• January 2012 Future We Want (Para 130-131) Sustainable tourism is defined as a significant contributor “to the three dimensions of sustainable development” thanks to its close linkages to other sectors and its ability to create decent jobs and generate trade opportunities. Therefore, Member States recognize “the need to support sustainable tourism activities and relevant capacity-building that promote environmental awareness, conserve and protect the environment, respect wildlife, flora, biodiversity, ecosystems and cultural diversity, and improve the welfare and livelihoods of local communities” as well as to “encourage the promotion of investment in sustainable tourism, including eco-tourism and cultural tourism, which may include creating small and medium sized enterprises and facilitating access to finance, including through microcredit initiatives for the poor, indigenous peoples and local communities in areas with high eco-tourism potential”.
• January 2009 Roadmap for Recovery UNWTO announced in March 2009 the elaboration of a Roadmap for Recovery to be finalized by UNWTO’s General Assembly, based on seven action points. The Roadmap includes a set of 15 recommendations based on three interlocking action areas: resilience, stimulus, green economy aimed at supporting the tourism sector and the global economy.
• January 2008 Global Sustainable Tourism Criteria The Global Sustainable Tourism Criteria represent the minimum requirements any tourism business should observe in order to ensure preservation and respect of the natural and cultural resources and make sure at the same time that tourism potential as tool for poverty alleviation is enforced. The Criteria are 41 and distributed into four different categories: 1) sustainability management, 2) social and economic 3) cultural 4) environmental.
• January 2003 WTO becomes a UN specialized body By Resolution 453 (XV), the Assembly agreed on the transformation of the WTO into a United Nations specialized body. Such transformation was later ratified by the United Nations General Assembly with the adoption of Resolution A/RES/58/232.
• January 2003 1st Int. Conf. on Climate Change and Tourism The conference was organized in order to gather tourism authorities, organizations, businesses and scientists to discuss on the impact that climate change can have on the tourist sector. The event took place from 9 till 11 April 2003 in Djerba, Tunisia.
• January 2002 World Ecotourism Summit Held in May 2002, in Quebec City, Canada, the Summit represented the most important event in the framework of the International Year of Ecosystem. The Summit identified as main themes: ecotourism policy and planning, regulation of ecotourism, product development, marketing and promotion of ecotourism and monitoring costs and benefits of ecotourism.
• January 1985 Tourism Bill of Rights and Tourist Code At the World Tourism Organization Sixth Assembly held in Sofia in 1985, the Tourism Bill of Rights and Tourist Code were adopted, setting out the rights and duties of tourists and host populations and formulating policies and action for implementation by states and the tourist industry.
• January 1982 Acapulco Document Adopted in 1982, the Acapulco Document acknowledges the new dimension and role of tourism as a positive instrument towards the improvement of the quality of life for all peoples, as well as a significant force for peace and international understanding. The Acapulco Document also urges Member States to elaborate their policies, plans and programmes on tourism, in accordance with their national priorities and within the framework of the programme of work of the World Tourism Organization.

7 Best Practices for Promoting Sustainable Tourism

We’ve got something pretty awesome to share with you today. We know how much you love traveling, exploring, and being part of something bigger. So, we’ve compiled a list of 7 best practices on how to promote sustainable tourism. Yep, you heard it right – sustainable travel can be a total game-changer.

Get ready to engage with local communities, support eco-friendly accommodations, and preserve cultural heritage. Together, we can make a difference and create a world we can all proudly belong to. Let’s dive in!

Engage Local Communities

To promote sustainable tourism, it’s important for us to actively engage local communities by collaborating with them in decision-making processes.

Community involvement and local empowerment are key factors in ensuring that tourism benefits the people living in the destinations we visit. By involving the local community in tourism planning and development, we can achieve a more inclusive and sustainable approach.

This means seeking their input, listening to their concerns, and involving them in the decision-making process. We must empower local communities by providing them with the necessary tools, resources, and training to actively participate in the tourism industry.

This can include capacity building programs, educational initiatives, and opportunities for entrepreneurship. By working together, we can create a sense of belonging and ownership, where the local community feels valued and empowered, leading to a more sustainable and mutually beneficial tourism experience.

Support Eco-Friendly Accommodations

When it comes to supporting eco-friendly accommodations, there are several points to consider. First, look for green lodging options that prioritize sustainability and environmental responsibility. Second, make eco-conscious hotel choices by researching their practices and certifications.

Finally, consider sustainable accommodation alternatives such as eco-lodges, eco-resorts, or even staying in local homes through platforms like Airbnb .

Green Lodging Options

One of the key ways we can support sustainable tourism is by choosing to stay at eco-friendly accommodations. By opting for green lodging options, we can contribute to sustainable travel and help protect the environment.

Here are three reasons why staying at eco-friendly accommodations is a great choice:

• Reduced carbon footprint : Eco-friendly accommodations prioritize energy efficiency and use renewable energy sources, which helps reduce greenhouse gas emissions. By staying at these establishments, we can minimize our carbon footprint and contribute to a healthier planet.
• Conservation of natural resources: Eco-friendly accommodations often implement water-saving measures, such as low-flow toilets and showerheads, as well as recycling programs. By supporting these initiatives, we can help conserve precious natural resources and promote sustainability.
• Support for local communities: Many eco-friendly accommodations prioritize supporting local communities through initiatives such as sourcing local products and promoting cultural heritage. By staying at these establishments, we can contribute to the local economy and foster a sense of belonging.

Choose eco-friendly accommodations for your next trip and make a positive impact on the environment and local communities. Together, we can create a more sustainable future for tourism.

Eco-Conscious Hotel Choices

Let’s explore our options for eco-conscious hotel choices to support eco-friendly accommodations.

When it comes to sustainable hotel design, there are several factors to consider. Look for hotels that have obtained green building certification, such as LEED (Leadership in Energy and Environmental Design) or BREEAM (Building Research Establishment Environmental Assessment Method) . These certifications ensure that the hotel meets strict standards for energy efficiency, water conservation, waste management, and use of sustainable materials.

By choosing a hotel with these certifications, you can rest assured that you’re supporting an establishment that prioritizes environmental responsibility.

Additionally, look for hotels that implement eco-friendly practices, such as recycling programs, energy-efficient lighting, and organic and locally sourced food options.

Together, we can make a difference by consciously selecting hotels that align with our values of sustainability and conservation.

Sustainable Accommodation Alternatives

To continue our exploration of sustainable tourism practices, let’s now delve into the various alternatives for sustainable accommodations that actively support eco-friendly practices.

When it comes to finding eco-friendly resorts, there are a few options that not only provide a luxurious experience but also prioritize sustainability. These resorts are designed with environmentally friendly materials, utilize renewable energy sources, and implement responsible waste management practices. By choosing eco-friendly resorts, we can support businesses that are committed to reducing their carbon footprint and preserving the natural beauty of the surrounding areas.

Another sustainable accommodation option is sustainable camping. With a wide range of eco-friendly camping gear available, we can enjoy the great outdoors while minimizing our impact on the environment.

Promote Responsible Travel Behavior

Let’s talk about how we can promote responsible travel behavior to ensure a more sustainable tourism industry.

One key aspect is educating tourists on sustainability, raising awareness about the impact of their choices and actions on the environment and local communities.

Additionally, we can encourage eco-friendly transportation options, such as cycling or using public transportation, to reduce carbon emissions and minimize the ecological footprint of travelers.

It’s time for us to take action and make responsible travel a priority for a greener and more sustainable future.

Educate Tourists on Sustainability

We can promote responsible travel behavior by educating tourists on sustainability. By providing them with sustainable travel tips and eco-conscious travel practices, we can empower them to make informed choices that benefit the environment and local communities.

Here are three essential ways to educate tourists on sustainability:

• Raise awareness: Inform tourists about the impacts of their actions on the environment and local cultures. Help them understand the importance of preserving natural resources and supporting local economies.
• Provide resources: Offer practical information and guidelines on sustainable travel practices, such as reducing waste, conserving water and energy, and respecting local customs and traditions.
• Encourage engagement: Inspire tourists to actively participate in sustainable initiatives, such as volunteering for conservation projects or supporting local businesses that prioritize sustainability.

Encourage Eco-Friendly Transportation

One of the key ways to promote responsible travel behavior is by encouraging tourists to use eco-friendly transportation options. By choosing sustainable transportation options, travelers can significantly reduce their carbon footprint and contribute to the preservation of the environment.

There are various ways to promote eco-friendly transportation, such as providing information on public transportation systems, promoting the use of bicycles or electric scooters for shorter distances, and encouraging carpooling or ridesharing services.

Additionally, it’s essential to educate tourists about the concept of carbon neutral travel and how they can offset their travel emissions by supporting projects that reduce greenhouse gas emissions.

By embracing eco-friendly transportation practices, tourists can actively contribute to sustainable tourism and protect the destinations they visit for future generations to enjoy.

Together, we can create a more sustainable and responsible travel culture.

Preserve Cultural Heritage

Preserving cultural heritage is essential for sustainable tourism as it allows us to safeguard the rich traditions and practices of local communities. By promoting cultural awareness and preserving traditional practices, we can create a sense of belonging and foster a deeper connection between travelers and the destinations they visit.

Here are three ways in which preserving cultural heritage can evoke emotion in the audience:

• Preserving Identity : Cultural heritage allows us to celebrate the unique identity of a community, showcasing their customs, rituals, and art forms. This preservation helps communities feel pride in their heritage and instills a sense of belonging among locals and visitors alike.
• Reviving History : Through the preservation of cultural heritage, we can revive the stories and narratives of the past. This evokes emotions of nostalgia, curiosity, and a desire to learn from the wisdom of our ancestors.
• Supporting Livelihoods : By promoting and preserving cultural heritage, we support local economies and livelihoods. This creates a sense of purpose and fulfillment among community members, fostering a supportive and welcoming environment for visitors.

Preserving cultural heritage not only enriches our travel experiences but also ensures the sustainability of tourism for generations to come. Let’s embrace and protect the cultural tapestry that makes each destination unique.

To further promote sustainable tourism, it’s important to educate tourists on the principles of sustainability and their role in preserving the environment and supporting local communities. Sustainable travel initiatives and environmental awareness campaigns play a crucial role in creating a sense of responsibility among tourists. By educating them on sustainable practices, we can empower them to make informed choices during their travels.

One way to educate tourists is through interactive workshops and seminars that focus on sustainability. These sessions can cover topics such as reducing carbon footprint, conserving water and energy, and supporting local businesses. Additionally, providing tourists with informational brochures and guides that highlight sustainable practices and local initiatives can help raise awareness and encourage responsible behavior.

By educating tourists on sustainability, we can foster a sense of belonging and collective responsibility towards the destinations we visit. Together, we can preserve the natural beauty and cultural heritage of these places for future generations to enjoy.

Let’s embrace sustainable tourism and make a positive impact on the world.

Collaborate With Local Organizations

To effectively promote sustainable tourism, we collaborate with local organizations, enhancing our efforts to preserve the environment and support community development. By forming strong local partnerships, we’re able to amplify our impact and create a sense of belonging within the community.

Here are three key ways in which our collaboration with local organizations fosters community involvement:

• Economic empowerment: We work closely with local businesses and artisans, promoting their products and services to our tourists. This not only boosts the local economy but also empowers community members to take pride in their work.
• Environmental conservation: Through partnerships with local environmental organizations, we actively participate in conservation efforts. Together, we undertake initiatives such as beach clean-ups, tree planting, and wildlife preservation, ensuring a sustainable environment for both tourists and locals.
• Cultural preservation: We collaborate with local cultural organizations to celebrate and preserve the unique traditions and heritage of the community. Through cultural events, workshops, and interactive experiences, we provide tourists with an authentic and immersive cultural experience while supporting the preservation of local traditions.

Implement Effective Waste Management Systems

Our next step on how to promote sustainable tourism is to establish effective waste management systems. Waste reduction and recycling initiatives are key components in ensuring that tourism activities have minimal negative impact on the environment. By implementing these systems, we can minimize the amount of waste generated and maximize the resources that can be recovered and reused.

This not only helps to conserve natural resources, but also reduces pollution and greenhouse gas emissions. To achieve this, we can collaborate with local waste management organizations to develop comprehensive waste management plans that include strategies for waste segregation, recycling, and composting.

Additionally, we can educate tourists and local communities about the importance of waste reduction and recycling, and provide them with the necessary infrastructure and facilities to properly dispose of their waste. Together, we can create a sustainable tourism industry that preserves our natural environment for future generations.

By implementing these 7 best practices for promoting sustainable tourism, we can make a significant impact on preserving our planet and benefiting local communities.

Did you know that for every $100 spent by tourists in developing countries, only $5 remains in the local economy? By engaging local communities and supporting eco-friendly accommodations, we can ensure that more of our tourism dollars go directly to the people who need it most.

Let’s travel responsibly and create a sustainable future for all.

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Article contents

The role of tourism in sustainable development.

• Robert B. Richardson Robert B. Richardson Community Sustainability, Michigan State University
• https://doi.org/10.1093/acrefore/9780199389414.013.387
• Published online: 25 March 2021

Sustainable development is the foundational principle for enhancing human and economic development while maintaining the functional integrity of ecological and social systems that support regional economies. Tourism has played a critical role in sustainable development in many countries and regions around the world. In developing countries, tourism development has been used as an important strategy for increasing economic growth, alleviating poverty, creating jobs, and improving food security. Many developing countries are in regions that are characterized by high levels of biological diversity, natural resources, and cultural heritage sites that attract international tourists whose local purchases generate income and support employment and economic development. Tourism has been associated with the principles of sustainable development because of its potential to support environmental protection and livelihoods. However, the relationship between tourism and the environment is multifaceted, as some types of tourism have been associated with negative environmental impacts, many of which are borne by host communities.

The concept of sustainable tourism development emerged in contrast to mass tourism, which involves the participation of large numbers of people, often in structured or packaged tours. Mass tourism has been associated with economic leakage and dependence, along with negative environmental and social impacts. Sustainable tourism development has been promoted in various ways as a framing concept in contrast to these economic, environmental, and social impacts. Some literature has acknowledged a vagueness of the concept of sustainable tourism, which has been used to advocate for fundamentally different strategies for tourism development that may exacerbate existing conflicts between conservation and development paradigms. Tourism has played an important role in sustainable development in some countries through the development of alternative tourism models, including ecotourism, community-based tourism, pro-poor tourism, slow tourism, green tourism, and heritage tourism, among others that aim to enhance livelihoods, increase local economic growth, and provide for environmental protection. Although these models have been given significant attention among researchers, the extent of their implementation in tourism planning initiatives has been limited, superficial, or incomplete in many contexts.

The sustainability of tourism as a global system is disputed among scholars. Tourism is dependent on travel, and nearly all forms of transportation require the use of non-renewable resources such as fossil fuels for energy. The burning of fossil fuels for transportation generates emissions of greenhouse gases that contribute to global climate change, which is fundamentally unsustainable. Tourism is also vulnerable to both localized and global shocks. Studies of the vulnerability of tourism to localized shocks include the impacts of natural disasters, disease outbreaks, and civil unrest. Studies of the vulnerability of tourism to global shocks include the impacts of climate change, economic crisis, global public health pandemics, oil price shocks, and acts of terrorism. It is clear that tourism has contributed significantly to economic development globally, but its role in sustainable development is uncertain, debatable, and potentially contradictory.

• conservation
• economic development
• environmental impacts
• sustainable development
• sustainable tourism
• tourism development

Introduction

Sustainable development is the guiding principle for advancing human and economic development while maintaining the integrity of ecosystems and social systems on which the economy depends. It is also the foundation of the leading global framework for international cooperation—the 2030 Agenda for Sustainable Development and the Sustainable Development Goals (SDGs) (United Nations, 2015 ). The concept of sustainable development is often associated with the publication of Our Common Future (World Commission on Environment and Development [WCED], 1987 , p. 29), which defined it as “paths of human progress that meet the needs and aspirations of the present generation without compromising the ability of future generations to meet their needs.” Concerns about the environmental implications of economic development in lower income countries had been central to debates about development studies since the 1970s (Adams, 2009 ). The principles of sustainable development have come to dominate the development discourse, and the concept has become the primary development paradigm since the 1990s.

Tourism has played an increasingly important role in sustainable development since the 1990s, both globally and in particular countries and regions. For decades, tourism has been promoted as a low-impact, non-extractive option for economic development, particularly for developing countries (Gössling, 2000 ). Many developing countries have managed to increase their participation in the global economy through development of international tourism. Tourism development is increasingly viewed as an important tool in increasing economic growth, alleviating poverty, and improving food security. Tourism enables communities that are poor in material wealth, but rich in history and cultural heritage, to leverage their unique assets for economic development (Honey & Gilpin, 2009 ). More importantly, tourism offers an alternative to large-scale development projects, such as construction of dams, and to extractive industries such as mining and forestry, all of which contribute to emissions of pollutants and threaten biodiversity and the cultural values of Indigenous Peoples.

Environmental quality in destination areas is inextricably linked with tourism, as visiting natural areas and sightseeing are often the primary purpose of many leisure travels. Some forms of tourism, such as ecotourism, can contribute to the conservation of biodiversity and the protection of ecosystem functions in destination areas (Fennell, 2020 ; Gössling, 1999 ). Butler ( 1991 ) suggests that there is a kind of mutual dependence between tourism and the environment that should generate mutual benefits. Many developing countries are in regions that are characterized by high levels of species diversity, natural resources, and protected areas. Such ideas imply that tourism may be well aligned with the tenets of sustainable development.

However, the relationship between tourism and the environment is complex, as some forms of tourism have been associated with negative environmental impacts, including greenhouse gas emissions, freshwater use, land use, and food consumption (Butler, 1991 ; Gössling & Peeters, 2015 ; Hunter & Green, 1995 ; Vitousek et al., 1997 ). Assessments of the sustainability of tourism have highlighted several themes, including (a) parks, biodiversity, and conservation; (b) pollution and climate change; (c) prosperity, economic growth, and poverty alleviation; (d) peace, security, and safety; and (e) population stabilization and reduction (Buckley, 2012 ). From a global perspective, tourism contributes to (a) changes in land cover and land use; (b) energy use, (c) biotic exchange and extinction of wild species; (d) exchange and dispersion of diseases; and (e) changes in the perception and understanding of the environment (Gössling, 2002 ).

Research on tourism and the environment spans a wide range of social and natural science disciplines, and key contributions have been disseminated across many interdisciplinary fields, including biodiversity conservation, climate science, economics, and environmental science, among others (Buckley, 2011 ; Butler, 1991 ; Gössling, 2002 ; Lenzen et al., 2018 ). Given the global significance of the tourism sector and its environmental impacts, the role of tourism in sustainable development is an important topic of research in environmental science generally and in environmental economics and management specifically. Reviews of tourism research have highlighted future research priorities for sustainable development, including the role of tourism in the designation and expansion of protected areas; improvement in environmental accounting techniques that quantify environmental impacts; and the effects of individual perceptions of responsibility in addressing climate change (Buckley, 2012 ).

Tourism is one of the world’s largest industries, and it has linkages with many of the prime sectors of the global economy (Fennell, 2020 ). As a global economic sector, tourism represents one of the largest generators of wealth, and it is an important agent of economic growth and development (Garau-Vadell et al., 2018 ). Tourism is a critical industry in many local and national economies, and it represents a large and growing share of world trade (Hunter, 1995 ). Global tourism has had an average annual increase of 6.6% over the past half century, with international tourist arrivals rising sharply from 25.2 million in 1950 to more than 950 million in 2010 . In 2019 , the number of international tourists reached 1.5 billion, up 4% from 2018 (Fennell, 2020 ; United Nations World Tourism Organization [UNWTO], 2020 ). European countries are host to more than half of international tourists, but since 1990 , growth in international arrivals has risen faster than the global average, in both the Middle East and the Asia and Pacific region (UNWTO, 2020 ).

The growth in global tourism has been accompanied by an expansion of travel markets and a diversification of tourism destinations. In 1950 , the top five travel destinations were all countries in Europe and the Americas, and these destinations held 71% of the global travel market (Fennell, 2020 ). By 2002 , these countries represented only 35%, which underscores the emergence of newly accessible travel destinations in Africa, Asia, the Middle East, and the Pacific Rim, including numerous developing countries. Over the past 70 years, global tourism has grown significantly as an economic sector, and it has contributed to the economic development of dozens of nations.

Given the growth of international tourism and its emergence as one of the world’s largest export sectors, the question of its impact on economic growth for the host countries has been a topic of great interest in the tourism literature. Two hypotheses have emerged regarding the role of tourism in the economic growth process (Apergis & Payne, 2012 ). First, tourism-led growth hypothesis relies on the assumption that tourism is an engine of growth that generates spillovers and positive externalities through economic linkages that will impact the overall economy. Second, the economic-driven tourism growth hypothesis emphasizes policies oriented toward well-defined and enforceable property rights, stable political institutions, and adequate investment in both physical and human capital to facilitate the development of the tourism sector. Studies have concluded with support for both the tourism-led growth hypothesis (e.g., Durbarry, 2004 ; Katircioglu, 2010 ) and the economic-led growth hypothesis (e.g., Katircioglu, 2009 ; Oh, 2005 ), whereas other studies have found support for a bidirectional causality for tourism and economic growth (e.g., Apergis & Payne, 2012 ; Lee & Chang, 2008 ).

The growth of tourism has been marked by an increase in the competition for tourist expenditures, making it difficult for destinations to maintain their share of the international tourism market (Butler, 1991 ). Tourism development is cyclical and subject to short-term cycles and overconsumption of resources. Butler ( 1980 ) developed a tourist-area cycle of evolution that depicts the number of tourists rising sharply over time through periods of exploration, involvement, and development, before eventual consolidation and stagnation. When tourism growth exceeds the carrying capacity of the area, resource degradation can lead to the decline of tourism unless specific steps are taken to promote rejuvenation (Butler, 1980 , 1991 ).

The potential of tourism development as a tool to contribute to environmental conservation, economic growth, and poverty reduction is derived from several unique characteristics of the tourism system (UNWTO, 2002 ). First, tourism represents an opportunity for economic diversification, particularly in marginal areas with few other export options. Tourists are attracted to remote areas with high values of cultural, wildlife, and landscape assets. The cultural and natural heritage of developing countries is frequently based on such assets, and tourism represents an opportunity for income generation through the preservation of heritage values. Tourism is the only export sector where the consumer travels to the exporting country, which provides opportunities for lower-income households to become exporters through the sale of goods and services to foreign tourists. Tourism is also labor intensive; it provides small-scale employment opportunities, which also helps to promote gender equity. Finally, there are numerous indirect benefits of tourism for people living in poverty, including increased market access for remote areas through the development of roads, infrastructure, and communication networks. Nevertheless, travel is highly income elastic and carbon intensive, which has significant implications for the sustainability of the tourism sector (Lenzen et al., 2018 ).

Concerns about environmental issues appeared in tourism research just as global awareness of the environmental impacts of human activities was expanding. The United Nations Conference on the Human Environment was held in Stockholm in 1972 , the same year as the publication of The Limits to Growth (Meadows et al., 1972 ), which highlighted the concerns about the implications of exponential economic and population growth in a world of finite resources. This was the same year that the famous Blue Marble photograph of Earth was taken by the crew of the Apollo 17 spacecraft (Höhler, 2015 , p. 10), and the image captured the planet cloaked in the darkness of space and became a symbol of Earth’s fragility and vulnerability. As noted by Buckley ( 2012 ), tourism researchers turned their attention to social and environmental issues around the same time (Cohen, 1978 ; Farrell & McLellan, 1987 ; Turner & Ash, 1975 ; Young, 1973 ).

The notion of sustainable development is often associated with the publication of Our Common Future , the report of the World Commission on Environment and Development, also known as the Brundtland Commission (WCED, 1987 ). The report characterized sustainable development in terms of meeting “the needs of the present without compromising the ability of future generations to meet their own needs” (WCED, 1987 , p. 43). Four basic principles are fundamental to the concept of sustainability: (a) the idea of holistic planning and strategy making; (b) the importance of preserving essential ecological processes; (c) the need to protect both human heritage and biodiversity; and (d) the need to develop in such a way that productivity can be sustained over the long term for future generations (Bramwell & Lane, 1993 ). In addition to achieving balance between economic growth and the conservation of natural resources, there should be a balance of fairness and opportunity between the nations of the world.

Although the modern concept of sustainable development emerged with the publication of Our Common Future , sustainable development has its roots in ideas about sustainable forest management that were developed in Europe during the 17th and 18th centuries (Blewitt, 2015 ; Grober, 2007 ). Sustainable forest management is concerned with the stewardship and use of forests in a way that maintains their biodiversity, productivity, and regeneration capacity as well as their potential to fulfill society’s demands for forest products and benefits. Building on these ideas, Daly ( 1990 ) offered two operational principles of sustainable development. First, sustainable development implies that harvest rates should be no greater than rates of regeneration; this concept is known as maximum sustainable yield. Second, waste emission rates should not exceed the natural assimilative capacities of the ecosystems into which the wastes are emitted. Regenerative and assimilative capacities are characterized as natural capital, and a failure to maintain these capacities is not sustainable.

Shortly after the emergence of the concept of sustainable development in academic and policy discourse, tourism researchers began referring to the notion of sustainable tourism (May, 1991 ; Nash & Butler, 1990 ), which soon became the dominant paradigm of tourism development. The concept of sustainable tourism, as with the role of tourism in sustainable development, has been interpreted in different ways, and there is a lack of consensus concerning its meaning, objectives, and indicators (Sharpley, 2000 ). Growing interest in the subject inspired the creation of a new academic journal, Journal of Sustainable Tourism , which was launched in 1993 and has become a leading tourism journal. It is described as “an international journal that publishes research on tourism and sustainable development, including economic, social, cultural and political aspects.”

The notion of sustainable tourism development emerged in contrast to mass tourism, which is characterized by the participation of large numbers of people, often provided as structured or packaged tours. Mass tourism has risen sharply in the last half century. International arrivals alone have increased by an average annual rate of more than 25% since 1950 , and many of those trips involved mass tourism activities (Fennell, 2020 ; UNWTO, 2020 ). Some examples of mass tourism include beach resorts, cruise ship tourism, gaming casinos, golf resorts, group tours, ski resorts, theme parks, and wildlife safari tourism, among others. Little data exist regarding the volume of domestic mass tourism, but nevertheless mass tourism activities dominate the global tourism sector. Mass tourism has been shown to generate benefits to host countries, such as income and employment generation, although it has also been associated with economic leakage (where revenue generated by tourism is lost to other countries’ economies) and economic dependency (where developing countries are dependent on wealthier countries for tourists, imports, and foreign investment) (Cater, 1993 ; Conway & Timms, 2010 ; Khan, 1997 ; Peeters, 2012 ). Mass tourism has been associated with numerous negative environmental impacts and social impacts (Cater, 1993 ; Conway & Timms, 2010 ; Fennell, 2020 ; Ghimire, 2013 ; Gursoy et al., 2010 ; Liu, 2003 ; Peeters, 2012 ; Wheeller, 2007 ). Sustainable tourism development has been promoted in various ways as a framing concept in contrast to many of these economic, environmental, and social impacts.

Much of the early research on sustainable tourism focused on defining the concept, which has been the subject of vigorous debate (Bramwell & Lane, 1993 ; Garrod & Fyall, 1998 ; Hunter, 1995 ; Inskeep, 1991 ; Liu, 2003 ; Sharpley, 2000 ). Early definitions of sustainable tourism development seemed to fall in one of two categories (Sharpley, 2000 ). First, the “tourism-centric” paradigm of sustainable tourism development focuses on sustaining tourism as an economic activity (Hunter, 1995 ). Second, alternative paradigms have situated sustainable tourism in the context of wider sustainable development policies (Butler, 1991 ). One of the most comprehensive definitions of sustainable tourism echoes some of the language of the Brundtland Commission’s definition of sustainable development (WCED, 1987 ), emphasizing opportunities for the future while also integrating social and environmental concerns:

Sustainable tourism can be thought of as meeting the needs of present tourists and host regions while protecting and enhancing opportunity for the future. Sustainable tourism development is envisaged as leading to management of all resources in such a way that we can fulfill economic, social and aesthetic needs while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems. (Inskeep, 1991 , p. 461)

Hunter argued that over the short and long terms, sustainable tourism development should

“meet the needs and wants of the local host community in terms of improved living standards and quality of life;

satisfy the demands of tourists and the tourism industry, and continue to attract them in order to meet the first aim; and

safeguard the environmental resource base for tourism, encompassing natural, built and cultural components, in order to achieve both of the preceding aims.” (Hunter, 1995 , p. 156)

Numerous other definitions have been documented, and the term itself has been subject to widespread critique (Buckley, 2012 ; Hunter, 1995 ; Liu, 2003 ). Nevertheless, there have been numerous calls to move beyond debate about a definition and to consider how it may best be implemented in practice (Garrod & Fyall, 1998 ; Liu, 2003 ). Cater ( 1993 ) identified three key criteria for sustainable tourism: (a) meeting the needs of the host population in terms of improved living standards both in the short and long terms; (b) satisfying the demands of a growing number of tourists; and (c) safeguarding the natural environment in order to achieve both of the preceding aims.

Some literature has acknowledged a vagueness of the concept of sustainable tourism, which has been used to advocate for fundamentally different strategies for tourism development that may exacerbate existing conflicts between conservation and development paradigms (Garrod & Fyall, 1998 ; Hunter, 1995 ; Liu, 2003 ; McKercher, 1993b ). Similar criticisms have been leveled at the concept of sustainable development, which has been described as an oxymoron with a wide range of meanings (Adams, 2009 ; Daly, 1990 ) and “defined in such a way as to be either morally repugnant or logically redundant” (Beckerman, 1994 , p. 192). Sharpley ( 2000 ) suggests that in the tourism literature, there has been “a consistent and fundamental failure to build a theoretical link between sustainable tourism and its parental paradigm,” sustainable development (p. 2). Hunter ( 1995 ) suggests that practical measures designed to operationalize sustainable tourism fail to address many of the critical issues that are central to the concept of sustainable development generally and may even actually counteract the fundamental requirements of sustainable development. He suggests that mainstream sustainable tourism development is concerned with protecting the immediate resource base that will sustain tourism development while ignoring concerns for the status of the wider tourism resource base, such as potential problems associated with air pollution, congestion, introduction of invasive species, and declining oil reserves. The dominant paradigm of sustainable tourism development has been described as introverted, tourism-centric, and in competition with other sectors for scarce resources (McKercher, 1993a ). Hunter ( 1995 , p. 156) proposes an alternative, “extraparochial” paradigm where sustainable tourism development is reconceptualized in terms of its contribution to overall sustainable development. Such a paradigm would reconsider the scope, scale, and sectoral context of tourism-related resource utilization issues.

“Sustainability,” “sustainable tourism,” and “sustainable development” are all well-established terms that have often been used loosely and interchangeably in the tourism literature (Liu, 2003 ). Nevertheless, the subject of sustainable tourism has been given considerable attention and has been the focus of numerous academic compilations and textbooks (Coccossis & Nijkamp, 1995 ; Hall & Lew, 1998 ; Stabler, 1997 ; Swarbrooke, 1999 ), and it calls for new approaches to sustainable tourism development (Bramwell & Lane, 1993 ; Garrod & Fyall, 1998 ; Hunter, 1995 ; Sharpley, 2000 ). The notion of sustainable tourism has been reconceptualized in the literature by several authors who provided alternative frameworks for tourism development (Buckley, 2012 ; Gössling, 2002 ; Hunter, 1995 ; Liu, 2003 ; McKercher, 1993b ; Sharpley, 2000 ).

Early research in sustainable tourism focused on the local environmental impacts of tourism, including energy use, water use, food consumption, and change in land use (Buckley, 2012 ; Butler, 1991 ; Gössling, 2002 ; Hunter & Green, 1995 ). Subsequent research has emphasized the global environmental impacts of tourism, such as greenhouse gas emissions and biodiversity losses (Gössling, 2002 ; Gössling & Peeters, 2015 ; Lenzen et al., 2018 ). Additional research has emphasized the impacts of environmental change on tourism itself, including the impacts of climate change on tourist behavior (Gössling et al., 2012 ; Richardson & Loomis, 2004 ; Scott et al., 2012 ; Viner, 2006 ). Countries that are dependent on tourism for economic growth may be particularly vulnerable to the impacts of climate change (Richardson & Witkoswki, 2010 ).

The early focus on environmental issues in sustainable tourism has been broadened to include economic, social, and cultural issues as well as questions of power and equity in society (Bramwell & Lane, 1993 ; Sharpley, 2014 ), and some of these frameworks have integrated notions of social equity, prosperity, and cultural heritage values. Sustainable tourism is dependent on critical long-term considerations of the impacts; notions of equity; an appreciation of the importance of linkages (i.e., economic, social, and environmental); and the facilitation of cooperation and collaboration between different stakeholders (Elliott & Neirotti, 2008 ).

McKercher ( 1993b ) notes that tourism resources are typically part of the public domain or are intrinsically linked to the social fabric of the host community. As a result, many commonplace tourist activities such as sightseeing may be perceived as invasive by members of the host community. Many social impacts of tourism can be linked to the overuse of the resource base, increases in traffic congestion, rising land prices, urban sprawl, and changes in the social structure of host communities. Given the importance of tourist–resident interaction, sustainable tourism development depends in part on the support of the host community (Garau-Vadell et al., 2018 ).

Tourism planning involves the dual objectives of optimizing the well-being of local residents in host communities and minimizing the costs of tourism development (Sharpley, 2014 ). Tourism researchers have paid significant attention to examining the social impacts of tourism in general and to understanding host communities’ perceptions of tourism in particular. Studies of the social impacts of tourism development have examined the perceptions of local residents and the effects of tourism on social cohesion, traditional lifestyles, and the erosion of cultural heritage, particularly among Indigenous Peoples (Butler & Hinch, 2007 ; Deery et al., 2012 ; Mathieson & Wall, 1982 ; Sharpley, 2014 ; Whitford & Ruhanen, 2016 ).

Alternative Tourism and Sustainable Development

A wide body of published research is related to the role of tourism in sustainable development, and much of the literature involves case studies of particular types of tourism. Many such studies contrast types of alternative tourism with those of mass tourism, which has received sustained criticism for decades and is widely considered to be unsustainable (Cater, 1993 ; Conway & Timms, 2010 ; Fennell, 2020 ; Gursoy et al., 2010 ; Liu, 2003 ; Peeters, 2012 ; Zapata et al., 2011 ). Still, some tourism researchers have taken issue with the conclusion that mass tourism is inherently unsustainable (Sharpley, 2000 ; Weaver, 2007 ), and some have argued for developing pathways to “sustainable mass tourism” as “the desired and impending outcome for most destinations” (Weaver, 2012 , p. 1030). In integrating an ethical component to mass tourism development, Weaver ( 2014 , p. 131) suggests that the desirable outcome is “enlightened mass tourism.” Such suggestions have been contested in the literature and criticized for dubious assumptions about emergent norms of sustainability and support for growth, which are widely seen as contradictory (Peeters, 2012 ; Wheeller, 2007 ).

Models of responsible or alternative tourism development include ecotourism, community-based tourism, pro-poor tourism, slow tourism, green tourism, and heritage tourism, among others. Most models of alternative tourism development emphasize themes that aim to counteract the perceived negative impacts of conventional or mass tourism. As such, the objectives of these models of tourism development tend to focus on minimizing environmental impacts, supporting biodiversity conservation, empowering local communities, alleviating poverty, and engendering pleasant relationships between tourists and residents.

Approaches to alternative tourism development tend to overlap with themes of responsible tourism, and the two terms are frequently used interchangeably. Responsible tourism has been characterized in terms of numerous elements, including

ensuring that communities are involved in and benefit from tourism;

respecting local, natural, and cultural environments;

involving the local community in planning and decision-making;

using local resources sustainably;

behaving in ways that are sensitive to the host culture;

maintaining and encouraging natural, economic, and cultural diversity; and

assessing environmental, social, and economic impacts as a prerequisite to tourism development (Spenceley, 2012 ).

Hetzer ( 1965 ) identified four fundamental principles or perquisites for a more responsible form of tourism: (a) minimum environmental impact; (b) minimum impact on and maximum respect for host cultures; (c) maximum economic benefits to the host country; and (d) maximum leisure satisfaction to participating tourists.

The history of ecotourism is closely connected with the emergence of sustainable development, as it was born out of a concern for the conservation of biodiversity. Ecotourism is a form of tourism that aims to minimize local environmental impacts while bringing benefits to protected areas and the people living around those lands (Honey, 2008 ). Ecotourism represents a small segment of nature-based tourism, which is understood as tourism based on the natural attractions of an area, such as scenic areas and wildlife (Gössling, 1999 ). The ecotourism movement gained momentum in the 1990s, primarily in developing countries in Latin America and sub-Saharan Africa, and nearly all countries are now engaged in some form of ecotourism. In some communities, ecotourism is the primary economic activity and source of income and economic development.

The term “ecotourism” was coined by Hector Ceballos-Lascuráin and defined by him as “tourism that consists in travelling to relatively undisturbed or uncontaminated natural areas with the specific object of studying, admiring, and enjoying the scenery and its wild plants and animals” (Ceballos-Lascuráin, 1987 , p. 13). In discussing ecotourism resources, he also made reference to “any existing cultural manifestations (both past and present) found in these areas” (Ceballos-Lascuráin, 1987 , p. 14). The basic precepts of ecotourism had been discussed long before the actual use of the term. Twenty years earlier, Hetzer ( 1965 ) referred to a form of tourism “based principally upon natural and archaeological resources such as caves, fossil sites (and) archaeological sites.” Thus, both natural resources and cultural resources were integrated into ecotourism frameworks from the earliest manifestations.

Costa Rica is well known for having successfully integrated ecotourism in its overall strategy for sustainable development, and numerous case studies of ecotourism in Costa Rica appear in the literature (Chase et al., 1998 ; Fennell & Eagles, 1990 ; Gray & Campbell, 2007 ; Hearne & Salinas, 2002 ). Ecotourism in Costa Rica has been seen as having supported the economic development of the country while promoting biodiversity conservation in its extensive network of protected areas. Chase et al. ( 1998 ) estimated the demand for ecotourism in a study of differential pricing of entrance fees at national parks in Costa Rica. The authors estimated elasticities associated with the own-price, cross-price, and income variables and found that the elasticities of demand were significantly different between three different national park sites. The results reveal the heterogeneity characterizing tourist behavior and park attractions and amenities. Hearne and Salinas ( 2002 ) used choice experiments to examine the preferences of domestic and foreign tourists in Costa Rica in an ecotourism site. Both sets of tourists demonstrated a preference for improved infrastructure, more information, and lower entrance fees. Foreign tourists demonstrated relatively stronger preferences for the inclusion of restrictions in the access to some trails.

Ecotourism has also been studied extensively in Kenya (Southgate, 2006 ), Malaysia (Lian Chan & Baum, 2007 ), Nepal (Baral et al., 2008 ), Peru (Stronza, 2007 ), and Taiwan (Lai & Nepal, 2006 ), among many other countries. Numerous case studies have demonstrated the potential for ecotourism to contribute to sustainable development by providing support for biodiversity conservation, local livelihoods, and regional development.

Community-Based Tourism

Community-based tourism (CBT) is a model of tourism development that emphasizes the development of local communities and allows for local residents to have substantial control over its development and management, and a major proportion of the benefits remain within the community. CBT emerged during the 1970s as a response to the negative impacts of the international mass tourism development model (Cater, 1993 ; Hall & Lew, 2009 ; Turner & Ash, 1975 ; Zapata et al., 2011 ).

Community-based tourism has been examined for its potential to contribute to poverty reduction. In a study of the viability of the CBT model to support socioeconomic development and poverty alleviation in Nicaragua, tourism was perceived by participants in the study to have an impact on employment creation in their communities (Zapata et al., 2011 ). Tourism was seen to have had positive impacts on strengthening local knowledge and skills, particularly on the integration of women to new roles in the labor market. One of the main perceived gains regarding the environment was the process of raising awareness regarding the conservation of natural resources. The small scale of CBT operations and low capacity to accommodate visitors was seen as a limitation of the model.

Spenceley ( 2012 ) compiled case studies of community-based tourism in countries in southern Africa, including Botswana, Madagascar, Namibia, South Africa, Tanzania, Zambia, and Zimbabwe. In this volume, authors characterize community-based and nature-based tourism development projects in the region and demonstrate how community participation in planning and decision-making has generated benefits for local residents and supported conservation initiatives. They contend that responsible tourism practices are of particular importance in the region because of the rich biological diversity, abundant charismatic wildlife, and the critical need for local economic development and livelihood strategies.

In Kenya, CBT enterprises were not perceived to have made a significant impact on poverty reduction at an individual household level, in part because the model relied heavily on donor funding, reinforcing dependency and poverty (Manyara & Jones, 2007 ). The study identified several critical success factors for CBT enterprises, namely, awareness and sensitization, community empowerment, effective leadership, and community capacity building, which can inform appropriate tourism policy formulation in Kenya. The impacts of CBT on economic development and poverty reduction would be greatly enhanced if tourism initiatives were able to emphasize independence, address local community priorities, enhance community empowerment and transparency, discourage elitism, promote effective community leadership, and develop community capacity to operate their own enterprises more efficiently.

Pro-Poor Tourism

Pro-poor tourism is a model of tourism development that brings net benefits to people living in poverty (Ashley et al., 2001 ; Harrison, 2008 ). Although its theoretical foundations and development objectives overlap to some degree with those of community-based tourism and other models of AT, the key distinctive feature of pro-poor tourism is that it places poor people and poverty at the top of the agenda. By focusing on a very simple and incontrovertibly moral idea, namely, the net benefits of tourism to impoverished people, the concept has broad appeal to donors and international aid agencies. Harnessing the economic benefits of tourism for pro-poor growth means capitalizing on the advantages while reducing negative impacts to people living in poverty (Ashley et al., 2001 ). Pro-poor approaches to tourism development include increasing access of impoverished people to economic benefits; addressing negative social and environmental impacts associated with tourism; and focusing on policies, processes, and partnerships that seek to remove barriers to participation by people living in poverty. At the local level, pro-poor tourism can play a very significant role in livelihood security and poverty reduction (Ashley & Roe, 2002 ).

Rogerson ( 2011 ) argues that the growth of pro-poor tourism initiatives in South Africa suggests that the country has become a laboratory for the testing and evolution of new approaches toward sustainable development planning that potentially will have relevance for other countries in the developing world. A study of pro-poor tourism development initiatives in Laos identified a number of favorable conditions for pro-poor tourism development, including the fact that local people are open to tourism and motivated to participate (Suntikul et al., 2009 ). The authors also noted a lack of development in the linkages that could optimize the fulfilment of the pro-poor agenda, such as training or facilitation of local people’s participation in pro-poor tourism development at the grassroots level.

Critics of the model have argued that pro-poor tourism is based on an acceptance of the status quo of existing capitalism, that it is morally indiscriminate and theoretically imprecise, and that its practitioners are academically and commercially marginal (Harrison, 2008 ). As Chok et al. ( 2007 ) indicate, the focus “on poor people in the South reflects a strong anthropocentric view . . . and . . . environmental benefits are secondary to poor peoples’” benefits (p. 153).

Harrison ( 2008 ) argues that pro-poor tourism is not a distinctive approach to tourism as a development tool and that it may be easier to discuss what pro-poor tourism is not than what it is. He concludes that it is neither anticapitalist nor inconsistent with mainstream tourism on which it relies; it is neither a theory nor a model and is not a niche form of tourism. Further, he argues that it has no distinctive method and is not only about people living in poverty.

Slow Tourism

The concept of slow tourism has emerged as a model of sustainable tourism development, and as such, it lacks an exact definition. The concept of slow tourism traces its origin back to some institutionalized social movements such as “slow food” and “slow cities” that began in Italy in the 1990s and spread rapidly around the world (Fullagar et al., 2012 ; Oh et al., 2016 , p. 205). Advocates of slow tourism tend to emphasize slowness in terms of speed, mobility, and modes of transportation that generate less environmental pollution. They propose niche marketing for alternative forms of tourism that focus on quality upgrading rather than merely increasing the quantity of visitors via the established mass-tourism infrastructure (Conway & Timms, 2010 ).

In the context of the Caribbean region, slow tourism has been promoted as more culturally sensitive and authentic, as compared to the dominant mass tourism development model that is based on all-inclusive beach resorts dependent on foreign investment (Conway & Timms, 2010 ). Recognizing its value as an alternative marketing strategy, Conway and Timms ( 2010 ) make the case for rebranding alternative tourism in the Caribbean as a means of revitalizing the sector for the changing demands of tourists in the 21st century . They suggest that slow tourism is the antithesis of mass tourism, which “relies on increasing the quantity of tourists who move through the system with little regard to either the quality of the tourists’ experience or the benefits that accrue to the localities the tourist visits” (Conway & Timms, 2010 , p. 332). The authors draw on cases from Barbados, the Grenadines, Jamaica, and Trinidad and Tobago to characterize models of slow tourism development in remote fishing villages and communities near nature preserves and sea turtle nesting sites.

Although there is a growing interest in the concept of slow tourism in the literature, there seems to be little agreement about the exact nature of slow tourism and whether it is a niche form of special interest tourism or whether it represents a more fundamental potential shift across the industry. Conway and Timms ( 2010 ) focus on the destination, advocating for slow tourism in terms of a promotional identity for an industry in need of rebranding. Caffyn ( 2012 , p. 77) discusses the implementation of slow tourism in terms of “encouraging visitors to make slower choices when planning and enjoying their holidays.” It is not clear whether slow tourism is a marketing strategy, a mindset, or a social movement, but the literature on slow tourism nearly always equates the term with sustainable tourism (Caffyn, 2012 ; Conway & Timms, 2010 ; Oh et al., 2016 ). Caffyn ( 2012 , p. 80) suggests that slow tourism could offer a “win–win,” which she describes as “a more sustainable form of tourism; keeping more of the economic benefits within the local community and destination; and delivering a more meaningful and satisfying experience.” Research on slow tourism is nascent, and thus the contribution of slow tourism to sustainable development is not well understood.

Impacts of Tourism Development

The role of tourism in sustainable development can be examined through an understanding of the economic, environmental, and social impacts of tourism. Tourism is a global phenomenon that involves travel, recreation, the consumption of food, overnight accommodations, entertainment, sightseeing, and other activities that simultaneously intersect the lives of local residents, businesses, and communities. The impacts of tourism involve benefits and costs to all groups, and some of these impacts cannot easily be measured. Nevertheless, they have been studied extensively in the literature, which provides some context for how these benefits and costs are distributed.

Economic Impacts of Tourism

The travel and tourism sector is one of the largest components of the global economy, and global tourism has increased exponentially since the end of the Second World War (UNWTO, 2020 ). The direct, indirect, and induced economic impact of global travel accounted for 8.9 trillion U.S. dollars in contribution to the global gross domestic product (GDP), or 10.3% of global GDP. The global travel and tourism sector supports approximately 330 million jobs, or 1 in 10 jobs around the world. From an economic perspective, tourism plays a significant role in sustainable development. In many developing countries, tourism has the potential to play a unique role in income generation and distribution relative to many other industries, in part because of its high multiplier effect and consumption of local goods and services. However, research on the economic impacts of tourism has shown that this potential has rarely been fully realized (Liu, 2003 ).

Numerous studies have examined the impact of tourism expenditure on GDP, income, employment, and public sector revenue. Narayan ( 2004 ) used a computable general equilibrium model to estimate the economic impact of tourism growth on the economy of Fiji. Tourism is Fiji’s largest industry, with average annual growth of 10–12%; and as a middle-income country, tourism is critical to Fiji’s economic development. The findings indicate that an increase in tourism expenditures was associated with an increase in GDP, an improvement in the country’s balance of payments, and an increase in real consumption and national welfare. Evidence suggests that the benefits of tourism expansion outweigh any export effects caused by an appreciation of the exchange rate and an increase in domestic prices and wages.

Seetanah ( 2011 ) examined the potential contribution of tourism to economic growth and development using panel data of 19 island economies around the world from 1990 to 2007 and revealed that tourism development is an important factor in explaining economic performance in the selected island economies. The results have policy implications for improving economic growth by harnessing the contribution of the tourism sector. Pratt ( 2015 ) modeled the economic impact of tourism for seven small island developing states in the Pacific, the Caribbean, and the Indian Ocean. In most states, the transportation sector was found to have above-average linkages to other sectors of the economy. The results revealed some advantages of economies of scale for maximizing the economic contribution of tourism.

Apergis and Payne ( 2012 ) examined the causal relationship between tourism and economic growth for a panel of nine Caribbean countries. The panel of Caribbean countries includes Antigua and Barbuda, Bahamas, Dominica, Dominican Republic, Grenada, St. Kitts and Nevis, St. Lucia, St. Vincent and the Grenadines, and Trinidad and Tobago. The authors use a panel error correction model to reveal bidirectional causality between tourism and economic growth in both the short run and the long run. The presence of bidirectional causality reiterates the importance of the tourism sector in the generation of foreign exchange income and in financing the production of goods and services within these countries. Likewise, stable political institutions and adequate government policies to ensure the appropriate investment in physical and human capital will enhance economic growth. In turn, stable economic growth will provide the resources needed to develop the tourism infrastructure for the success of the countries’ tourism sector. Thus, policy makers should be cognizant of the interdependent relationship between tourism and economic growth in the design and implementation of economic policy. The mixed nature of these results suggest that the relationship between tourism and economic growth depends largely on the social and economic context as well as the role of tourism in the economy.

The economic benefits and costs of tourism are frequently distributed unevenly. An analysis of the impact of wildlife conservation policies in Zambia on household welfare found that households located near national parks earn higher levels of income from wage employment and self-employment than other rural households in the country, but they were also more likely to suffer crop losses related to wildlife conflicts (Richardson et al., 2012 ). The findings suggest that tourism development and wildlife conservation can contribute to pro-poor development, but they may be sustainable only if human–wildlife conflicts are minimized or compensated.

Environmental Impacts of Tourism

The environmental impacts of tourism are significant, ranging from local effects to contributions to global environmental change (Gössling & Peeters, 2015 ). Tourism is both dependent on water resources and a factor in global and local freshwater use. Tourists consume water for drinking, when showering and using the toilet, when participating in activities such as winter ski tourism (i.e., snowmaking), and when using swimming pools and spas. Fresh water is also needed to maintain hotel gardens and golf courses, and water use is embedded in tourism infrastructure development (e.g., accommodations, laundry, dining) and in food and fuel production. Direct water consumption in tourism is estimated to be approximately 350 liters (L) per guest night for accommodation; when indirect water use from food, energy, and transport are considered, total water use in tourism is estimated to be approximately 6,575 L per guest night, or 27,800 L per person per trip (Gössling & Peeters, 2015 ). In addition, tourism contributes to the pollution of oceans as well as lakes, rivers, and other freshwater systems (Gössling, 2002 ; Gössling et al., 2011 ).

The clearing and conversion of land is central for tourism development, and in many cases, the land used for tourism includes roads, airports, railways, accommodations, trails, pedestrian walks, shopping areas, parking areas, campgrounds, vacation homes, golf courses, marinas, ski resorts, and indirect land use for food production, disposal of solid wastes, and the treatment of wastewater (Gössling & Peeters, 2015 ). Global land use for accommodation is estimated to be approximately 42 m 2 per bed. Total global land use for tourism is estimated to be nearly 62,000 km 2 , or 11.7 m 2 per tourist; more than half of this estimate is represented by land use for traffic infrastructure.

Tourism and hospitality have direct and indirect links to nearly all aspects of food production, preparation, and consumption because of the quantities of food consumed in tourism contexts (Gössling et al., 2011 ). Food production has significant implications for sustainable development, given the growing global demand for food. The implications include land conversion, losses to biodiversity, changes in nutrient cycling, and contributions to greenhouse emissions that are associated with global climate change (Vitousek et al., 1997 ). Global food use for tourism is estimated to be approximately 39.4 megatons 1 (Mt), about 38% than the amount of food consumed at home. This equates to approximately 1,800 grams (g) of food consumed per tourist per day.

Although tourism has been promoted as a low-impact, nonextractive option for economic development, (Gössling, 2000 ), assessments reveal that such pursuits have a significant carbon footprint, as tourism is significantly more carbon intensive than other potential areas of economic development (Lenzen et al., 2018 ). Tourism is dependent on energy, and virtually all energy use in the tourism sector is derived from fossil fuels, which contribute to global greenhouse emissions that are associated with global climate change. Energy use for tourism has been estimated to be approximately 3,575 megajoules 2 (MJ) per trip, including energy for travel and accommodations (Gössling & Peeters, 2015 ). A previous estimate of global carbon dioxide (CO 2 ) emissions from tourism provided values of 1.12 gigatons 3 (Gt) of CO 2 , amounting to about 3% of global CO 2 -equivalent (CO 2 e) emissions (Gössling & Peeters, 2015 ). However, these analyses do not cover the supply chains underpinning tourism and do not therefore represent true carbon footprints. A more complete analysis of the emissions from energy consumption necessary to sustain the tourism sector would include food and beverages, infrastructure construction and maintenance, retail, and financial services. Between 2009 and 2013 , tourism’s global carbon footprint is estimated to have increased from 3.9 to 4.5 GtCO 2 e, four times more than previously estimated, accounting for about 8% of global greenhouse gas emissions (Lenzen et al., 2018 ). The majority of this footprint is exerted by and within high-income countries. The rising global demand for tourism is outstripping efforts at decarbonization of tourism operations and as a result is accelerating global carbon emissions.

Social Impacts of Tourism

The social impacts of tourism have been widely studied, with an emphasis on residents’ perceptions in the host community (Sharpley, 2014 ). Case studies include research conducted in Australia (Faulkner & Tideswell, 1997 ; Gursoy et al., 2010 ; Tovar & Lockwood, 2008 ), Belize (Diedrich & Garcia-Buades, 2008 ), China (Gu & Ryan, 2008 ), Fiji (King et al., 1993 ), Greece (Haralambopoulos & Pizam, 1996 ; Tsartas, 1992 ), Hungary (Rátz, 2000 ), Thailand (Huttasin, 2008 ), Turkey (Kuvan & Akan, 2005 ), the United Kingdom (Brunt & Courtney, 1999 ; Haley et al., 2005 ), and the United States (Andereck et al., 2005 ; Milman & Pizam, 1988 ), among others. The social impacts of tourism are difficult to measure, and most published studies are mainly concerned with the social impacts on the host communities rather than the impacts on the tourists themselves.

Studies of residents’ perceptions of tourism are typically conducted using household surveys. In most cases, residents recognize the economic dependence on tourism for income, and there is substantial evidence to suggest that working in or owning a business in tourism or a related industry is associated with more positive perceptions of tourism (Andereck et al., 2007 ). The perceived nature of negative effects is complex and often conveys a dislike of crowding, traffic congestion, and higher prices for basic needs (Deery et al., 2012 ). When the number of tourists far exceeds that of the resident population, negative attitudes toward tourism may manifest (Diedrich & Garcia-Buades, 2008 ). However, residents who recognize negative impacts may not necessarily oppose tourism development (King et al., 1993 ).

In some regions, little is known about the social and cultural impacts of tourism despite its dominance as an economic sector. Tourism is a rapidly growing sector in Cuba, and it is projected to grow at rates that exceed the average projected growth rates for the Caribbean and the world overall (Salinas et al., 2018 ). Still, even though there has been rapid tourism development in Cuba, there has been little research related to the environmental and sociocultural impacts of this tourism growth (Rutty & Richardson, 2019 ).

In some international tourism contexts, studies have found that residents are generally resentful toward tourism because it fuels inequality and exacerbates racist attitudes and discrimination (Cabezas, 2004 ; Jamal & Camargo, 2014 ; Mbaiwa, 2005 ). Other studies revealed similar narratives and recorded statements of exclusion and socioeconomic stratification (Sanchez & Adams, 2008 ). Local residents often must navigate the gaps in the racialized, gendered, and sexualized structures imposed by the global tourism industry and host-country governments (Cabezas, 2004 ).

However, during times of economic crisis, residents may develop a more permissive view as their perceptions of the costs of tourism development decrease (Garau-Vadell et al., 2018 ). This increased positive attitude is not based on an increase in the perception of positive impacts of tourism, but rather on a decrease in the perception of the negative impacts.

There is a growing body of research on Indigenous and Aboriginal tourism that emphasizes justice issues such as human rights and self-empowerment, control, and participation of traditional owners in comanagement of destinations (Jamal & Camargo, 2014 ; Ryan & Huyton, 2000 ; Whyte, 2010 ).

Sustainability of Tourism

A process or system is said to be sustainable to the extent that it is robust, resilient, and adaptive (Anderies et al., 2013 ). By most measures, the global tourism system does not meet these criteria for sustainability. Tourism is not robust in that it cannot resist threats and perturbations, such as economic shocks, public health pandemics, war, and other disruptions. Tourism is not resilient in that it does not easily recover from failures, such as natural disasters or civil unrest. Furthermore, tourism is not adaptive in that it is often unable to change in response to external conditions. One example that underscores the failure to meet all three criteria is the dependence of tourism on fossil fuels for transportation and energy, which are key inputs for tourism development. This dependence itself is not sustainable (Wheeller, 2007 ), and thus the sustainability of tourism is questionable.

Liu ( 2003 ) notes that research related to the role of tourism in sustainable development has emphasized supply-side concepts such as sustaining tourism resources and ignored the demand side, which is particularly vulnerable to social and economic shocks. Tourism is vulnerable to both localized and global shocks. Studies of the vulnerability of tourism to localized shocks include disaster vulnerability in coastal Thailand (Calgaro & Lloyd, 2008 ), bushfires in northeast Victoria in Australia (Cioccio & Michael, 2007 ), forest fires in British Columbia, Canada (Hystad & Keller, 2008 ); and outbreak of foot and mouth disease in the United Kingdom (Miller & Ritchie, 2003 ).

Like most other economic sectors, tourism is vulnerable to the impacts of earthquakes, particularly in areas where tourism infrastructure may not be resilient to such shocks. Numerous studies have examined the impacts of earthquake events on tourism, including studies of the aftermath of the 1997 earthquake in central Italy (Mazzocchi & Montini, 2001 ), the 1999 earthquake in Taiwan (Huan et al., 2004 ; Huang & Min, 2002 ), and the 2008 Wenchuan earthquake in western Sichuan, China (Yang et al., 2011 ), among others.

Tourism is vulnerable to extreme weather events. Regional economic strength has been found to be associated with lower vulnerability to natural disasters. Kim and Marcoullier ( 2015 ) examined the vulnerability and resilience of 10 tourism-based regional economies that included U.S. national parks or protected seashores situated on the Gulf of Mexico or Atlantic Ocean coastline that were affected by several hurricanes over a 26-year period. Regions with stronger economic characteristics prior to natural disasters were found to have lower disaster losses than regions with weaker economies.

Tourism is extremely sensitive to oil spills, whatever their origin, and the volume of oil released need not be large to generate significant economic losses (Cirer-Costa, 2015 ). Studies of the vulnerability of tourism to the localized shock of an oil spill include research on the impacts of oil spills in Alaska (Coddington, 2015 ), Brazil (Ribeiro et al., 2020 ), Spain (Castanedo et al., 2009 ), affected regions in the United States along the Gulf of Mexico (Pennington-Gray et al., 2011 ; Ritchie et al., 2013 ), and the Republic of Korea (Cheong, 2012 ), among others. Future research on the vulnerability of tourist destinations to oil spills should also incorporate freshwater environments, such as lakes, rivers, and streams, where the rupture of oil pipelines is more frequent.

Significant attention has been paid to assessing the vulnerability of tourist destinations to acts of terrorism and the impacts of terrorist attacks on regional tourist economies (Liu & Pratt, 2017 ). Such studies include analyses of the impacts of terrorist attacks on three European countries, Greece, Italy, and Austria (Enders et al., 1992 ); the impact of the 2001 terrorist attacks on the United States (Goodrich, 2002 ); terrorism and tourism in Nepal (Bhattarai et al., 2005 ); vulnerability of tourism livelihoods in Bali (Baker & Coulter, 2007 ); the impact of terrorism on tourist preferences for destinations in the Mediterranean and the Canary Islands (Arana & León, 2008 ); the 2011 massacres in Olso and Utøya, Norway (Wolff & Larsen, 2014 ); terrorism and political violence in Tunisia (Lanouar & Goaied, 2019 ); and the impact of terrorism on European tourism (Corbet et al., 2019 ), among others. Pizam and Fleischer ( 2002 ) studied the impact of acts of terrorism on tourism demand in Israel between May 1991 and May 2001 , and they confirmed that the frequency of acts of terrorism had caused a larger decline in international tourist arrivals than the severity of these acts. Most of these are ex post studies, and future assessments of the underlying conditions of destinations could reveal a deeper understanding of the vulnerability of tourism to terrorism.

Tourism is vulnerable to economic crisis, both local economic shocks (Okumus & Karamustafa, 2005 ; Stylidis & Terzidou, 2014 ) and global economic crisis (Papatheodorou et al., 2010 ; Smeral, 2010 ). Okumus and Karamustafa ( 2005 ) evaluated the impact of the February 2001 economic crisis in Turkey on tourism, and they found that the tourism industry was poorly prepared for the economic crisis despite having suffered previous impacts related to the Gulf War in the early 1990s, terrorism in Turkey in the 1990s, the civil war in former Yugoslavia in the early 1990s, an internal economic crisis in 1994 , and two earthquakes in the northwest region of Turkey in 1999 . In a study of the attitudes and perceptions of citizens of Greece, Stylidis and Terzidou ( 2014 ) found that economic crisis is associated with increased support for tourism development, particularly out of self-interest. Economic crisis diminishes residents’ concern for environmental issues. In a study of the behavior of European tourists amid an economic crisis, Eugenio-Martin and Campos-Soria ( 2014 ) found that the probability of households cutting back on travel expenditures depends largely on the climate and economic conditions of tourists’ home countries, and households that do reduce travel spending engage in tourism closer to home.

Becken and Lennox ( 2012 ) studied the implications of a long-term increase in oil prices for tourism in New Zealand, and they estimate that a doubling of oil prices is associated with a 1.7% decrease in real gross national disposable income and a 9% reduction in the real value of tourism exports. Chatziantoniou et al. ( 2013 ) investigated the relationship among oil price shocks, tourism variables, and economic indicators in four European Mediterranean countries and found that aggregate demand oil price shocks generated a lagged effect on tourism-generated income and economic growth. Kisswani et al. ( 2020 ) examined the asymmetric effect of oil prices on tourism receipts and the sensitive susceptibility of tourism to oil price changes using nonlinear analysis. The findings document a long-run asymmetrical effect for most countries, after incorporating the structural breaks, suggesting that governments and tourism businesses and organizations should interpret oil price fluctuations cautiously.

Finally, the sustainability of tourism has been shown to be vulnerable to the outbreak of infectious diseases, including the impact of the Ebola virus on tourism in sub-Saharan Africa (Maphanga & Henama, 2019 ; Novelli et al., 2018 ) and in the United States (Cahyanto et al., 2016 ). The literature also includes studies of the impact of swine flu on tourism demand in Brunei (Haque & Haque, 2018 ), Mexico (Monterrubio, 2010 ), and the United Kingdom (Page et al., 2012 ), among others. In addition, rapid assessments of the impacts of the novel coronavirus SARS-CoV-2 have documented severe disruptions and cessations of tourism because of unprecedented global travel restrictions and widespread restrictions on public gatherings (Gössling et al., 2020 ; Qiu et al., 2020 ; Sharma & Nicolau, 2020 ). Hotels, airlines, cruise lines, and car rentals have all experienced a significant decrease globally because of the COVID-19 pandemic, and the shock to the industry is significant enough to warrant concerns about the long-term outlook (Sharma & Nicolau, 2020 ). Qiu et al. ( 2020 ) estimated the social costs of the pandemic to tourism in three cities in China (Hong Kong, Guangzhou, and Wuhan), and they found that most respondents were willing to pay for risk reduction and action in responding to the pandemic crisis; there was no significant difference between residents’ willingness to pay in the three cities. Some research has emphasized how lessons from the COVID-19 pandemic can prepare global tourism for an economic transformation that is needed to mitigate the impacts of climate change (Brouder, 2020 ; Prideaux et al., 2020 ).

It is clear that tourism has contributed significantly to economic development globally, but its role in sustainable development is uncertain, contested, and potentially paradoxical. This is due, in part, to the contested nature of sustainable development itself. Tourism has been promoted as a low-impact, nonextractive option for economic development, particularly for developing countries (Gössling, 2000 ), and many countries have managed to increase their participation in the global economy through development of international tourism. Tourism development has been viewed as an important sector for investment to enhance economic growth, poverty alleviation, and food security, and the sector provides an alternative opportunity to large-scale development projects and extractive industries that contribute to emissions of pollutants and threaten biodiversity and cultural values. However, global evidence from research on the economic impacts of tourism has shown that this potential has rarely been realized (Liu, 2003 ).

The role of tourism in sustainable development has been studied extensively and with a variety of perspectives, including the conceptualization of alternative or responsible forms of tourism and the examination of economic, environmental, and social impacts of tourism development. The research has generally concluded that tourism development has contributed to sustainable development in some cases where it is demonstrated to have provided support for biodiversity conservation initiatives and livelihood development strategies. As an economic sector, tourism is considered to be labor intensive, providing opportunities for poor households to enhance their livelihood through the sale of goods and services to foreign tourists.

Nature-based tourism approaches such as ecotourism and community-based tourism have been successful at attracting tourists to parks and protected areas, and their spending provides financial support for biodiversity conservation, livelihoods, and economic growth in developing countries. Nevertheless, studies of the impacts of tourism development have documented negative environmental impacts locally in terms of land use, food and water consumption, and congestion, and globally in terms of the contribution of tourism to climate change through the emission of greenhouse gases related to transportation and other tourist activities. Studies of the social impacts of tourism have documented experiences of discrimination based on ethnicity, gender, race, sex, and national identity.

The sustainability of tourism as an economic sector has been examined in terms of its vulnerability to civil conflict, economic shocks, natural disasters, and public health pandemics. Most studies conclude that tourism may have positive impacts for regional development and environmental conservation, but there is evidence that tourism inherently generates negative environmental impacts, primarily through pollutions stemming from transportation. The regional benefits of tourism development must be considered alongside the global impacts of increased transportation and tourism participation. Global tourism has also been shown to be vulnerable to economic crises, oil price shocks, and global outbreaks of infectious diseases. Given that tourism is dependent on energy, the movement of people, and the consumption of resources, virtually all tourism activities have significant economic, environmental, and sustainable impacts. As such, the role of tourism in sustainable development is highly questionable. Future research on the role of tourism in sustainable development should focus on reducing the negative impacts of tourism development, both regionally and globally.

Further Reading

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1. One megatonne (Mt) is equal to 1 million (10 6 ) metric tons.

2. One megajoule (MJ) is equal to 1 million (10 6 ) joules, or approximately the kinetic energy of a 1-megagram (tonne) vehicle moving at 161 km/h.

3. One gigatonne (Gt) is equal to 1 billion (10 9 ) metric tons.

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Sustainable Tourism

UNESCO World Heritage and Sustainable Tourism Programme

The UNESCO World Heritage and Sustainable Tourism Programme represents a new approach based on dialogue and stakeholder cooperation where planning for tourism and heritage management is integrated at a destination level, the natural and cultural assets are valued and protected, and appropriate tourism developed.

World Heritage and tourism stakeholders share responsibility for conservation of our common cultural and natural heritage of Outstanding Universal Value and for sustainable development through appropriate tourism management.

Facilitate the management and development of sustainable tourism at World Heritage properties through fostering increased awareness, capacity and balanced participation of all stakeholders in order to protect the properties and their Outstanding Universal Value.

Focus Areas

Policy & Strategy

Sustainable tourism policy and strategy development.

Tools & Guidance

Sustainable tourism tools

Capacity Building

Capacity building activities.

Heritage Journeys

Creation of thematic routes to foster heritage based sustainable tourism development

A key goal of the UNESCO WH+ST Programme is to strengthen the enabling environment by advocating policies and frameworks that support sustainable tourism as an important vehicle for managing cultural and natural heritage. Developing strategies through broad stakeholder engagement for the planning, development and management of sustainable tourism that follows a destination approach and focuses on empowering local communities is central to UNESCO’s approach.

Supporting Sustainable Tourism Recovery

Enhancing capacity and resilience in 10 World Heritage communities

Supported by BMZ, and implemented by UNESCO in collaboration with GIZ, this 2 million euro tourism recovery project worked to enhance capacity building in local communities, improve resilience and safeguard heritage.

Policy orientations

Defining the relationship between world heritage and sustainable tourism

Based on the report of the international workshop on Advancing Sustainable Tourism at Natural and Cultural Heritage Sites (Mogao, China, September 2009), the World Heritage Committee at its 34th session adopted the policy orientations which define the relationship between World Heritage and sustainable tourism ( Decision 34 COM 5F.2 ).

World Heritage and Tourism in a Changing Climate

Providing an overview of the increasing vulnerability of World Heritage sites to climate change impacts and the potential implications for and of global tourism.

Sustainable Tourism Tools

Manage tourism efficiently, responsibly and sustainably based on the local context and needs

People Protecting Places is the public exchange platform for the World Heritage and Sustainable Tourism Programme, providing education and information, encouraging support, engaging in social and community dialogue

The ' How-To ' guides offer direction and guidance to managers of World Heritage tourism destinations and other stakeholders to help identify the most suitable solutions for circumstances in their local environments and aid in developing general know-how.

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Helping site managers and other tourism stakeholders to manage tourism more sustainably

Capacity Building in 4 Africa Nature Sites

A series of practical training and workshops were organized in four priority natural World Heritage sites in Africa (Lesotho, Malawi, South Africa, Tanzania, Zambia and Zimbabwe) with the aim of providing capacity building tools and strategies for site managers to help them manage tourism at their sites more sustainably.

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15 Pilot Sites in Nordic-Baltic Region

The project Towards a Nordic-Baltic pilot region for World Heritage and Sustainable Tourism (2012-2014) was initiated by the Nordic World Heritage Foundation (NWHF). With a practical approach, the project has contributed to tools for assessing and developing sustainable World Heritage tourism strategies with stakeholder involvement and cooperation.

Supporting Community-Based Management and Sustainable Tourism at World Heritage sites in South-East Asia

Entitled “The Power of Culture: Supporting Community-Based Management and Sustainable Tourism at World Heritage sites in South-East Asia", the UNESCO Office in Jakarta with the technical assistance of the UNESCO World Heritage and Sustainable Tourism Programme and the support from the Government of Malaysia is spearheading the first regional effort in Southeast Asia to introduce a new approach to sustainable tourism management at World Heritage sites in Malaysia, the Philippines and Indonesia.

Cultural tourism is one of the largest and fastest-growing global tourism markets. Culture and creative industries are increasingly being used to promote destinations and enhance their competitiveness and attractiveness.

Many locations are now actively developing their cultural assets as a means of developing comparative advantages in an increasingly competitive tourism marketplace, and to create local distinctiveness in the face of globalization.

UNESCO will endeavour to create networks of key stakeholders to coordinate the destination management and marketing associated with the different heritage routes to promote and coordinate high-quality, unique experiences based on UNESCO recognized heritage. The goal is to promote sustainable development based on heritage values and create added tourist value for the sites.

UNESCO World Heritage Journeys of the EU

Creating heritage-based tourism that spurs investment in culture and the creative industries that are community-centered and offer sustainable and high-quality products that play on Europe's comparative advantages and diversity of its cultural assets.

World Heritage Journeys of Buddhist Heritage Sites

UNESCO is currently implementing a project to develop a unique Buddhist Heritage Route for Sustainable Tourism Development in South Asia with the support from the Korea International Cooperation Agency (KOICA). South Asia is host to rich Buddhist heritage that is exemplified in the World Heritage properties across the region.

Programme Background

In 2011 UNESCO embarked on developing a new World Heritage and Sustainable Tourism Programme.

The aim was to create an international framework for the cooperative and coordinated achievement of shared and sustainable outcomes related to tourism at World Heritage properties.

The preparatory work undertaken in developing the Programme responded to the decision 34 COM 5F.2 of the World Heritage Committee at its 34th session in Brasilia in 2010, which requested

“the World Heritage Centre to convene a new and inclusive programme on World Heritage and Sustainable Tourism, with a steering group comprising interested States Parties and other relevant stakeholders, and also requests the World Heritage Centre to outline the objectives and approach to the implementation of this programme".

The Steering Group was comprised of States Parties representatives from the six UNESCO Electoral Groups (Germany (I), Slovenia (II), Argentina (III), China (IV), Tanzania (Va), and Lebanon (Vb)), the Director of the World Heritage Centre, the Advisory Bodies (IUCN, ICOMOS and ICCROM), the United Nations World Tourism Organization (UNWTO) and the Swiss Government as the donor agency.

The Government of Switzerland has provided financial support for specific actions to be undertaken by the Steering Group. To coordinate and support the process, the World Heritage Centre has formed a small Working Group with the support of the Nordic World Heritage Foundation, the Government of Switzerland and the mandated external consulting firm MartinJenkins.

The World Heritage Committee directed that the Programme take into account:

• the recommendations of the evaluation of the concluded tourism programme ( WHC-10/34.COM/INF.5F.3 )
• the policy orientation which defines the relationship between World Heritage and sustainable tourism that emerged from the workshop Advancing Sustainable Tourism at Natural and Cultural Heritage Sites (Mogao, China, September 2009) ( WHC-10/34.COM/INF.5F.1 )

Overarching and strategic processes that the new World Heritage and Sustainable Tourism Programme will be aligned with include the Strategic Objectives of the World Heritage Convention (the five C's) ( Budapest Declaration 2002 ), the ongoing Reflections on the Future of the World Heritage Convention ( WHC-11/35.COM/12A ) and the Strategic Action Plan for the Implementation of the World Heritage Convention 2012-2022 ( WHC-11/18.GA/11 ), the Relationship between the World Heritage Convention and Sustainable Development (WHC-10/34.COM/5D), the World Heritage Capacity Building Strategy ( WHC-10/34.COM/5D ), the Global Strategy for a Representative, Balanced and Credible World Heritage List (1994), and the Evaluation of the Global Strategy and PACT initiative ( WHC-11/18.GA/8 - 2011 ).

In addition, the programme development process has been enriched by an outreach to representatives from the main stakeholder groups including the tourism sector, national and local governments, site practitioners and local communities. The programme design was further developed at an Expert Meeting in Sils/Engadine, Switzerland October 2011. In this meeting over 40 experts from 23 countries, representing the relevant stakeholder groups, worked together to identify the overall strategic approach and a prioritised set of key objectives and activities. The proposed Programme was adopted by the World Heritage Committee in 2012 at its 36th session in St Petersburg, Russian Federation .

International Instruments

International Instruments Relating to Sustainable Development and Tourism.

Resolutions adopted by the United Nations, charters adopted by ICOMOS, decisions adopted by the World Heritage Committee, legal instruments adopted by UNESCO on heritage preservation.

Resolutions adopted by the United Nations

• Report by the Department of Economics and Social Affairs: Tourism and Sustainable Development: The Global Importance of Tourism at the United Nations’ Commission on Sustainable Development 7th Session (1999)
• Resolution A/RES/56/212 and the Global Code of Ethics for Tourism adopted by the United Nations World Tourism Organization (1999)

Charters adopted by ICOMOS

• The ICOMOS International Cultural Tourism Charter (1999)
• The ICOMOS Charter for the Interpretation and Presentation of Cultural Heritage Sites (2008)

Decisions adopted by the World Heritage Committee

• Decision (XVII.4-XVII.12) adopted by the World Heritage Committee at its 25th Session in Helsinki (2001)
• Decision 33 COM 5A adopted by the World Heritage Committee at its 30th Session in Seville (2009)
• Decision 34 COM 5F.2 adopted by the World Heritage Committee at its 34th Session in Brasilia (2010)
• Decision 36 COM 5E adopted by the World Heritage Committee at its 36th Session in Saint Petersburg (2012)

Legal instruments adopted by UNESCO on heritage preservation in chronological order

• Convention on the Means of Prohibiting and Preventing the Illicit Import, Export and Transfer of Ownership of Cultural Property (1970)
• The Recommendation for the Protection of Movable Cultural Property (1978)
• The Recommendation on the Safeguarding of Traditional Culture and Folklore (1989)
• The Convention on the Protection of the Underwater Cultural heritage (2001)
• The Convention on the Protection and Promotion of the Diversity of Cultural Expressions (2005)

Other instruments

• Other instruments OECD Tourism Trends and Policies 2012 (French forthcoming)
• Programme on Sustainable Consumption and Production (In English)
• Siem Reap Declaration on Tourism and Culture 2015 – Building a New Partnership Model

Decisions / Resolutions (5)

The World Heritage Committee,

• Having examined Document WHC/18/42.COM/5A,
• Recalling Decision 41 COM 5A adopted at its 41st session (Krakow, 2017) and Decision 40 COM 5D adopted at its 40th session (Istanbul/UNESCO, 2016), General:
• Takes note with appreciation of the activities undertaken by the World Heritage Centre over the past year in pursuit of the Expected Result to ensure that “tangible heritage is identified, protected, monitored and sustainably managed by Member States, in particular through the effective implementation of the 1972 Convention ”, and the five strategic objectives as presented in Document WHC/18/42.COM/5A; 
• Welcomes the proactive role of the Secretariat for enhancing synergies between the World Heritage Convention and the other Culture and Biodiversity-related Conventions, particularly the integration of relevant synergies aspects in the revised Periodic Reporting Format and the launch of a synergy-related web page on the Centre’s website;
• Also welcomes the increased collaboration among the Biodiversity-related Conventions through the Biodiversity Liaison Group and focused activities, including workshops, joint statements and awareness-raising;
• Takes note of the Thematic studies on the recognition of associative values using World Heritage criterion (vi) and on interpretation of sites of memory, funded respectively by Germany and the Republic of Korea and encourages all States Parties to take on board their findings and recommendations, in the framework of the identification of sites, as well as management and interpretation of World Heritage properties;
• Noting the discussion paper by ICOMOS on Evaluations of World Heritage Nominations related to Sites Associated with Memories of Recent Conflicts, decides to convene an Expert Meeting on sites associated with memories of recent conflicts to allow for both philosophical and practical reflections on the nature of memorialization, the value of evolving memories, the inter-relationship between material and immaterial attributes in relation to memory, and the issue of stakeholder consultation; and to develop guidance on whether and how these sites might relate to the purpose and scope of the World Heritage Convention , provided that extra-budgetary funding is available and invites the States Parties to contribute financially to this end;
• Also invites the States Parties to support the activities carried out by the World Heritage Centre for the implementation of the Convention ;
• Requests the World Heritage Centre to present, at its 43rd session, a report on its activities. Thematic Programmes:
• Welcomes  the progress report on the implementation of the World Heritage Thematic Programmes and Initiatives,  notes  their important contribution towards implementation of the Global Strategy for representative World Heritage List, and  thanks  all States Parties, donors and other organizations for having contributed to achieving their objectives;
• Acknowledges  the results achieved by the World Heritage Cities Programme and calls States Parties and other stakeholders to provide human and financial resources ensuring the continuation of this Programme in view of its crucial importance for the conservation of the urban heritage inscribed on the World Heritage List, for the implementation of the Recommendation on the Historic Urban Landscape and its contribution to achieving the 2030 Sustainable Development Goals related to cities as well as for its contribution to the preparation of the New Urban Agenda, and further thanks to China and Croatia for their support for the implementation of the Programme;
• Also acknowledges the results achieved of the World Heritage Marine Programme, also thanks Flanders, France and the Annenberg Foundation for their support, notes the increased focus of the Programme on a global managers network, climate change adaptation strategies and sustainable fisheries, and  invites  States Parties, the World Heritage Centre and other stakeholders to continue to provide human and financial resources to support for the implementation of the Programme;
• Further acknowledges the results achieved in the implementation of the World Heritage Sustainable Tourism Programme, in particular the development of the Sustainable Tourism and Visitor Management Assessment tool and encourages States Parties to participate in the pilot testing of the tool, expresses  appreciation for the funding provided by the European Commission and  further thanks the Republic of Korea, Norway, and Seabourn Cruise Line for their support in the implementation of the Programme’’s activities;
• Further notes the progress in the implementation of the Small Island Developing States Programme, its importance for a representative, credible and balanced World Heritage List and building capacity of site managers and stakeholders to implement the World Heritage Convention , thanks furthermore Japan and the Netherlands for their support as well as the International Centre on Space Technology for Natural and Cultural Heritage (HIST) and  the World Heritage Institute of Training & Research for the Asia & the Pacific Region (WHITRAP) as Category 2 Centres for their technical and financial supports and also requests the States Parties and other stakeholders to continue to provide human, financial and technical resources for the implementation of the Programme;
• Takes note of the activities implemented jointly by the International Astronomical Union (IAU) and ICOMOS under the institutional guidance of the World Heritage Centre, in line with its Decision 40 COM 5D, further requests the World Heritage Centre to disseminate among the States Parties the second volume of the IAU/ICOMOS Thematic Study on Astronomical Heritage and renames this initiative as Initiative on Heritage of Astronomy, Science and Technology;
• Also takes note of the progress report on the Initiative on Heritage of Religious Interest, endorses the recommendations of the Thematic Expert Consultation meetings focused on Mediterranean and South-Eastern Europe (UNESCO, 2016), Asia-Pacific (Thailand, 2017) and Eastern Europe (Armenia, 2018), thanks the States Parties for their generous contribution and reiterates its invitation to States Parties and other stakeholders to continue to support this Initiative, as well as its associated Marketplace projects developed by the World Heritage Centre;
• Takes note of the activities implemented by CRATerre in the framework of the World Heritage Earthen Architecture Programme, under the overall institutional guidance of the World Heritage Centre, and of the lines of action proposed for the future, if funding is available;
• Invites  States Parties, international organizations and donors to contribute financially to the Thematic Programmes and Initiatives as the implementation of thematic priorities is no longer feasible without extra-budgetary funding;
• Requests furthermore  the World Heritage Centre to submit an updated result-based report on Thematic Programmes and Initiatives, under Item 5A: Report of the World Heritage Centre on its activities, for examination by the World Heritage Committee at its 44th session in 2020.

1.   Having examined document WHC-12/36.COM/5E,

2.  Recalling Decision 34 COM 5F.2 adopted at its 34th session (Brasilia, 2010),

3.  Welcomes the finalization of the new and inclusive Programme on World Heritage and Sustainable Tourism and notes with appreciation the participatory process for its development, objectives and approach towards implementation;

4.  Also welcomes the contribution of the Steering Group comprised of States Parties representatives from the UNESCO Electoral Groups, the World Heritage Centre, the Advisory Bodies (IUCN, ICOMOS, ICCROM), Switzerland and the United Nations World Tourism Organisation (UNWTO) in the elaboration of the Programme;

5.   Thanks the Government of Switzerland, the United Nations Foundation and the Nordic World Heritage Foundation for their technical and financial support to the elaboration of the Programme;

6.   Notes with appreciation the contribution provided by the States Parties and other consulted stakeholders during the consultation phase of the Programme;

7.   Takes note of the results of the Expert Meeting in Sils/Engadin (Switzerland), from 18 to 22 October 2011 contributing to the Programme, and further thanks the Government of Switzerland for hosting the Expert Meeting;

8.   Adopts the World Heritage and Sustainable Tourism Programme;

9.   Requests the World Heritage Centre to refine the Draft Action Plan 2013-2015 in an Annex to the present document and to implement the Programme with a Steering  Group comprised of representatives of the UNESCO Electoral Groups, donor agencies, the Advisory Bodies, UNWTO and in collaboration with interested stakeholders;

10.   Notes that financial resources for the coordination and implementation of the Programme do not exist and also requests States Parties to support the implementation of the World Heritage and Sustainable Tourism Programme;

11.  Further requests the World Heritage Centre to report biennially on the progress of the implementation of the Programme;

12.   Notes with appreciation the launch of the Programme foreseen at the 40th Anniversary of the World Heritage Convention event in Kyoto, Japan, in November 2012

1. Having examined Document WHC-10/34.COM/INF.5F.1 and WHC-10/34.COM/INF.5F.3,

2. Highlighting that the global tourism sector is large and rapidly growing, is diverse and dynamic in its business models and structures, and the relationship between World Heritage and tourism is two way: tourism, if managed well, offers benefits to World Heritage properties and can contribute to cross-cultural exchange but, if not managed well, poses challenges to these properties and recognizing the increasing challenges and opportunities relating to tourism;

3. Expresses its appreciation to the States Parties of Australia, China, France, India, Sweden, Switzerland and the United Kingdom, and to the United Nations Foundation and the Nordic World Heritage Foundation for the financial and technical support to the World Heritage Tourism Programme since its establishment in 2001;

4. Welcomes the report of the international workshop on Advancing Sustainable Tourism at Natural and Cultural Heritage Sites (Mogao, China, September 2009) and adopts the policy orientation which defines the relationship between World Heritage and sustainable tourism ( Attachment A );

5. Takes note of the evaluation of the World Heritage Tourism Programme by the UN Foundation, and encourages the World Heritage Centre to take fully into account the eight programme elements recommended in the draft final report in any future work on tourism ( Attachment B );

6. Decides to conclude the World Heritage Tourism Programme and requests the World Heritage Centre to convene a new and inclusive programme on World Heritage and Sustainable Tourism, with a steering group comprising interested States Parties and other relevant stakeholders, and also requests the World Heritage Centre to outline the objectives and approach to implementation of this programme, drawing on the directions established in the reports identified in Paragraphs 4 and 5 above, for consideration at the 35th session of the World Heritage Committee (2011);

7. Also welcomes the offer of the Government of Switzerland to provide financial and technical support to specific activities supporting the steering group; further welcomes the offer of the Governments of Sweden, Norway and Denmark to organize a Nordic-Baltic regional workshop in Visby, Gotland, Sweden in October 2010 on World Heritage and sustainable tourism; and also encourages States Parties to support the new programme on World Heritage and Sustainable Tourism including through regional events and the publication of materials identifying good practices;

8. Based upon the experience gained under the World Heritage Convention of issues related to tourism, invites the Director General of UNESCO to consider the feasibility of a Recommendation on the relationship between heritage conservation and sustainable tourism. 

Attachment A

Recommendations of the international workshop

on Advancing Sustainable Tourism at Natural and Cultural Heritage Sites  

Policy orientations: defining the relationship between World Heritage and tourism

1. The tourism sector

The global tourism sector is large and rapidly growing, is diverse and dynamic in its business models and structures.

Tourists/visitors are diverse in terms of cultural background, interests, behaviour, economy, impact, awareness and expectations of World Heritage.

There is no one single way for the World Heritage Convention , or World Heritage properties, to engage with the tourism sector or with tourists/visitors.

2. The relationship between World Heritage and tourism

The relationship between World Heritage and tourism is two-way:

a. World Heritage offers tourists/visitors and the tourism sector destinations

b. Tourism offers World Heritage the ability to meet the requirement in the Convention to 'present' World Heritage properties, and also a means to realise community and economic benefits through sustainable use.

Tourism is critical for World Heritage:

a. For States Parties and their individual properties,

i. to meet the requirement in the Convention to 'present' World Heritage

ii. to realise community and economic benefits

b. For the World Heritage Convention as a whole, as the means by which World Heritage properties are experienced by visitors travelling nationally and internationally

c. As a major means by which the performance of World Heritage properties, and therefore the standing of the Convention , is judged,

i. many World Heritage properties do not identify themselves as such, or do not adequately present their Outstanding Universal Value

ii. it would be beneficial to develop indicators of the quality of presentation, and the representation of the World Heritage brand

d. As a credibility issue in relation to: i. the potential for tourism infrastructure to damage Outstanding Universal Value

i. the threat that World Heritage properties may be unsustainably managed in relation to their adjoining communities

ii. sustaining the conservation objectives of the Convention whilst engaging with economic development

iii. realistic aspirations that World Heritage can attract tourism.

World Heritage is a major resource for the tourism sector:

a. Almost all individual World Heritage properties are significant tourism destinations

b. The World Heritage brand can attract tourists/visitors,

i. the World Heritage brand has more impact upon tourism to lesser known properties than to iconic properties.

Tourism, if managed well, offers benefits to World Heritage properties:

a. to meet the requirement in Article 4 of the Convention to present World Heritage to current and future generations

b. to realise economic benefits.

Tourism, if not managed well, poses threats to World Heritage properties.

3. The responses of World Heritage to tourism

The impact of tourism, and the management response, is different for each World Heritage property: World Heritage properties have many options to manage the impacts of tourism.

The management responses of World Heritage properties need to:

a. work closely with the tourism sector

b. be informed by the experiences of tourists/visitors to the visitation of the property

c. include local communities in the planning and management of all aspects of properties, including tourism.

While there are many excellent examples of World Heritage properties successfully managing their relationship to tourism, it is also clear that many properties could improve:

a. the prevention and management of tourism threats and impacts

b. their relationship to the tourism sector inside and outside the property

c. their interaction with local communities inside and outside the property

d. their presentation of Outstanding Universal Value and focus upon the experience of tourists/visitors.

a. be based on the protection and conservation of the Outstanding Universal Value of the property, and its effective and authentic presentation

b. work closely with the tourism sector

c. be informed by the experiences of tourists/visitors to the visitation of the property

d. to include local communities in the planning and management of all aspects of properties, including tourism.

4. Responsibilities of different actors in relation to World Heritage and tourism

The World Heritage Convention (World Heritage Committee, World Heritage Centre, Advisory Bodies):

a. set frameworks and policy approaches

b. confirm that properties have adequate mechanisms to address tourism before they are inscribed on the World Heritage List

i. develop guidance on the expectations to be include in management plans

c. monitor the impact upon OUV of tourism activities at inscribed sites, including through indicators for state of conservation reporting

d. cooperate with other international organisations to enable:

i. other international organisations to integrate World Heritage considerations in their programs

ii. all parties involved in World Heritage to learn from the activities of other international organisations

e. assist State Parties and sites to access support and advice on good practices

f. reward best practice examples of World Heritage properties and businesses within the tourist/visitor sector

g. develop guidance on the use of the World Heritage emblem as part of site branding.

Individual States Parties:

a. develop national policies for protection

b. develop national policies for promotion

c. engage with their sites to provide and enable support, and to ensure that the promotion and the tourism objectives respect Outstanding Universal Value and are appropriate and sustainable

d. ensure that individual World Heritage properties within their territory do not have their OUV negatively affected by tourism.

Individual property managers:

a. manage the impact of tourism upon the OUV of properties

i. common tools at properties include fees, charges, schedules of opening and restrictions on access

b. lead onsite presentation and provide meaningful visitor experiences

c. work with the tourist/visitor sector, and be aware of the needs and experiences of tourists/visitors, to best protect the property

i. the best point of engagement between the World Heritage Convention and the tourism sector as a whole is at the direct site level, or within countries

d. engage with communities and business on conservation and development.

Tourism sector:

a. work with World Heritage property managers to help protect Outstanding Universal Value

b. recognize and engage in shared responsibility to sustain World Heritage properties as tourism resources

c. work on authentic presentation and quality experiences.

Individual tourists/visitors with the assistance of World Heritage property managers and the tourism sector, can be helped to appreciate and protect the OUV of World Heritage properties.  

Attachment B

Programme elements recommended by the Draft Final Report of the Evaluation of the World Heritage Tourism Programme by the UN Foundation:

1. Adopt and disseminate standards and principles relating to sustainable tourism at World Heritage sites;

 2. Support the incorporation of appropriate tourism management into the workings of the Convention ;

 3. Collation of evidence to support sustainable tourism programme design, and to support targeting;

 4. Contribution of a World Heritage perspective to cross agency sustainable tourism policy initiatives;

 5. Strategic support for the dissemination of lessons learned;

 6. Strategic support for the development of training and guidance materials for national policy agencies and site managers;

 7. Provision of advice on the cost benefit impact of World Heritage inscription;

 8. Provision of advice on UNESCO World Heritage branding.

1. Having examined Documents WHC-09/33.COM/5A, WHC- 09/33.COM/INF.5A.1, WHC-09/33.COM/INF.5A.2, and WHC-09/33.COM/INF.5A.3 ,

2. Recalling Decision 32 COM 5 adopted at its 32nd session (Quebec City, 2008),

3. Takes note with appreciation of the activities undertaken by the World Heritage Centre over the past year in pursuit of the Committee's five Strategic Objectives;

4. Takes also note of the findings of the study undertaken by UNESCO's Internal Oversight Service on the mapping of the workload of the World Heritage Centre presented in Document WHC-09/33.COM/INF.5A.3;

5. Notes with satisfaction that the World Heritage Centre is working with the secretariats of intergovernmental committees of related conventions such as the Convention for the Safeguarding of Intangible Cultural Heritage , and the Convention for the Protection of the Underwater Cultural Heritage-2001 and recommends that such cooperation be encouraged as this would further strengthen the work of the Centre;

6. Requests the World Heritage Centre to prepare a document on the World Heritage Convention and its cooperation and exchange with other conventions and programmes in the field of cultural heritage for discussion at the 34th session of the World Heritage Committee (2010);

7. Also requests the World Heritage Centre, in future reports on activities undertaken, to further strengthen the information and analysis available to States Parties by:

a) Retaining the current format to report activities and including an update on progress with implementing the Committee's decisions,

b) Describing the criteria by which the World Heritage Centre makes decisions as to which activities under the Convention it undertakes,

c) And including, on a discretionary basis, analysis of strategic issues and new directions;

8. Further requests the World Heritage Centre to produce, on an experimental basis, an indexed audio verbatim recording of the proceedings of the 33rd Session in addition to the standard summary records (as produced since the 26th session of the World Heritage Committee);

9. Notes the outline provided by the World Heritage Centre of its roles and the roles of the Advisory Bodies and agrees that this topic be further discussed at the 34th session of the Committee in 2010 under a separate agenda item;

10. Requests furthermore the World Heritage Centre to outline the forward direction of the World Heritage thematic programmes and initiatives, to enable an understanding of how these themes connect with and integrate into general programmes, and how they might be resourced;

11. Notes that the Centre already proactively engages women in its Heritage Programmes in Asia, Africa and the Caribbean as part of its gender balance policy and the provision of equal opportunity to all, and recommends that gender balance and community involvement be prioritized in the Centre's programmes;

12. Adopts the World Heritage Thematic Programme on Prehistory presented in Annex 1 of document WHC-09/33.COM/5A ;

13. Requests the World Heritage Centre to reconsider the term "prehistory", to better recognize the continuing cultures of indigenous communities, to ensure global representation in the identification and conservation of related properties, and to present a report on progress in developing an Action Plan on Prehistory and World Heritage at its 34th session in 2010;

14. Notes with concern the ongoing destruction of some of these fragile sites, including the recent destruction of the Rock Art sites of Tardrat Acacus in Libya, and requests the State Party to take immediate action and other measures as necessary to address the problem in consultation with the World Heritage Centre and to invite a joint World Heritage Centre / ICOMOS mission;

15. Expresses its gratitude to the Governments of Bahrain, South Africa and Spain for the financial and technical support for the various international scientific encounters, and recognizes the proposal of the Government of Spain in establishing a centre for the research of Prehistory;

16. Recalling the Decision of the World Heritage Committee 31 COM.21C to carry out a programme of sustainable development concerning the conservation of earthen architecture, thanks the Governments of Italy and France for their support of the programme on earthen architecture in Africa and the Arab States in particular, and requests the potential financial donors and the States Parties to support the implementation of activities and further requests the World Heritage Centre to submit a progress report at its 35th session in 2011;

17. Takes note of the progress report on the World Heritage Tourism Programme;

18. Thanks the Governments of Australia, China, France, India, Switzerland and United Kingdom, who have worked in close collaboration with the World Heritage Centre and the Advisory Bodies, the World Tourism Organization and other partners, for contributing to the Initiative of Sustainable Tourism;

19. Expresses its gratitude to the Governments of Australia and China for the organization of a workshop on sustainable tourism at the World Heritage site, Mogao Caves, China, in September-October 2009 and requests that the following elements be submitted to the Committee for examination at its 34th session in 2010:

a) A report on the workshop,

b) The subsequent recommendations of the workshop regarding the adoption of best practices policy guidance, and concerning the changes proposed for the Operational Guidelines for the implementation of the World Heritage Convention ,

c) A document concerning the progress of the World Heritage Programme on Tourism;

20. Finally requests the Director of the World Heritage Centre to identify supplementary sources of funding to put into place a sufficient number of staff and resources at the World Heritage Centre and the Advisory Bodies in order to continue to efficiently contribute to the resolution of problems related to World Heritage conservation.

XVII.8 The Secretariat provided the following justifications for the selection: 

• Tourism - growing threats on World Heritage sites from tourism which, if sustainably managed could offer socio-economic development opportunities;
• Forests - since close to 60 of the natural sites on the World Heritage List are forests and that the lessons being learned from the large-scale UNESCO-UN Foundation projects in the tropical forest sites in the Democratic Republic of the Congo can serve as case studies to enrich the programme;
• Cities - since close to 200 of the cultural sites on the List are historic centres or entire cities, and because 20% of the Fund's international assistance have served to address the challenge of urban heritage conservation;
• Earthen structures - since some 30 of the cultural sites on the List are included in this category, and due to the particularity of conservation of earthen heritage, and threats.

XVII.10 The Committee expressed its appreciation for the clarity of the presentation and the justifications provided. Indicating strong support for the overall programming approach, the Committee however indicated the need for the programme to respond to the priorities established by the Committee and to create strong links with the results of the Global Strategy actions and Periodic Reporting. The Committee approved the four proposed themes of the programmes in this first series of initiatives and authorized the Centre to proceed in their development.

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Sustainable development

"Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities"

Sustainable tourism development guidelines and management practices are applicable to all forms of tourism in all types of destinations, including mass tourism and the various niche tourism segments. Sustainability principles refer to the environmental, economic, and socio-cultural aspects of tourism development, and a suitable balance must be established between these three dimensions to guarantee its long-term sustainability.

Thus, sustainable tourism should:

• Make optimal use of environmental resources that constitute a key element in tourism development, maintaining essential ecological processes and helping to conserve natural heritage and biodiversity.
• Respect the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance.
• Ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income-earning opportunities and social services to host communities, and contributing to poverty alleviation.

Sustainable tourism development requires the informed participation of all relevant stakeholders, as well as strong political leadership to ensure wide participation and consensus building. Achieving sustainable tourism is a continuous process and it requires constant monitoring of impacts, introducing the necessary preventive and/or corrective measures whenever necessary.

Sustainable tourism should also maintain a high level of tourist satisfaction and ensure a meaningful experience to the tourists, raising their awareness about sustainability issues and promoting sustainable tourism practices amongst them.

COMMITTEE ON TOURISM AND SUSTAINABILITY (CTS)  

Biodiversity

UN Tourism strives to promote tourism development that supports, in equal measure, the conservation of biodiversity, the social welfare and the economic security of the host countries and communities.

Climate Action

Tourism is both highly vulnerable to climate change while at the same time contributing to it. Threats for the sector are diverse, including direct and indirect impacts such as more extreme weather events, increasing insurance costs and safety concerns, water shortages,  biodiversity loss and damage to assets and attractions at destinations, among others.

Global Tourism Plastics Initiative

The problem of plastic pollution in tourism is too big for any single organisation to fix on its own. To match the scale of the problem, changes need to take place across the whole tourism value chain.

Hotel Energy Solutions (HES)

Hotel Energy Solutions (HES) is a UN Tourism -initiated project in collaboration with a team of United Nations and EU leading agencies in Tourism and Energy . 

Observatories (INSTO)

The UN Tourism International Network of Sustainable Tourism Observatories (INSTO) is a network of tourism observatories monitoring the economic, environmental and social impact of tourism at the destination level. 

When responsibly planned and managed, tourism has demonstrated its capacity to support job creation, promote inclusive social integration, protect natural and cultural heritage, conserve biodiversity, generate sustainable livelihoods and improve human wellbeing.  As the sector is experiencing tremendous growth, collective efforts to ensure its long-term sustainability are essential.

Resource Efficiency in Tourism

The report aims to inspire stakeholders and encourage them to advance the implementation of the SDGs through sustainable tourism.

Small Islands Developing States (SIDS)

Small Island Developing States face numerous challenges. For a significant number, their remoteness affects their ability to be part of the global supply chain, increases import costs - especially for energy - and limits their competitiveness in the tourist industry. Many are increasingly vulnerable to the impacts of climate change - from devastating storms to the threat of sea level rise.

Travel facilitation

Travel facilitation of tourist travel is closely interlinked with tourism development and can be a tool to foster increased demand and generate economic development, job creation and international understanding.

UNGA Sustainable Tourism Resolutions

The UN Tourism is regularly preparing reports for the General Assembly of the United Nations providing updates on sustainable tourism policies both from UN Tourism member States and States Members of the United Nations, as well as relevant agencies and programmes of the United Nations system.

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Please note you do not have access to teaching notes, the impact of tourism promotion in tourist destinations: a bibliometric study.

International Journal of Tourism Cities

ISSN : 2056-5607

Article publication date: 22 April 2022

Issue publication date: 9 December 2022

This paper aims to provide an assessment of tourism promotion in tourist destinations and airports (TPTDs) and to organize and classify the literature on tourism promotion, with the aim of staging the importance of this topic and encouraging future research in the projection of tourism and marketing sectors.

Design/methodology/approach

The paper uses the Social Sciences Citation Index (SSCI) database to analyze the bibliometric in TPTDs topic from 2000 to 2021. Additionally, the paper also uses the visualization of similarities (VOS) viewer software to map graphically the bibliographic material. The graphical analysis uses bibliographic coupling, co-citation, citation and co-occurrence of keywords.

This study provides an amended new definition of tourism promotion, which is the efficient management of a destination’s resources and strategic plans by destination marketing organizations (DMOs) to adapt the tourism supply to market trends and will empower tourists to visit such destinations. Furthermore, results also show a new paradigm applied to TPTDs topic and classified in five first-order research streams. Digital and mobile marketing, infrastructure, branding, quality, accessibility and information factors about a specific destination which are mostly demanded by tourists are considered as an important means of promotion for the tourism industry.

Originality/value

The contribution of this study is important to identify new challenges and opportunities for researchers, DMOs, airport and airlines operators and stakeholders, as disentangling existing contradictions and applying new theoretical framework to make better future decisions by researchers and organizations to provide higher quality to new research in the context of the TPTDs.

• Tourism promotion
• Bibliometric
• Tourist destinations
• Universities

Florido-Benítez, L. (2022), "The impact of tourism promotion in tourist destinations: a bibliometric study", International Journal of Tourism Cities , Vol. 8 No. 4, pp. 844-882. https://doi.org/10.1108/IJTC-09-2021-0191

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Copyright © 2021, International Tourism Studies Association

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Introduction

Welcome to the world of ecotourism, a sustainable form of travel that aims to conserve natural environments while providing unique and enriching experiences for travelers. Ecotourism is gaining popularity as more people are becoming aware of the importance of protecting our planet and embracing responsible travel practices.

Ecotourism goes beyond traditional tourist activities by promoting conservation, community engagement, and environmental education. It focuses on minimizing the negative impacts of tourism on the environment and maximizing the benefits for local communities.

With the increasing concern for environmental sustainability and the desire to explore new and untouched destinations, it is vital to understand the concept of ecotourism and how to promote it effectively. This article will delve into the key aspects of ecotourism promotion and provide practical strategies for creating awareness, engaging with stakeholders, and implementing sustainable practices.

Whether you are a travel enthusiast, a tourism professional, or someone passionate about environmental conservation, this article will equip you with the knowledge and tools to promote ecotourism effectively.

Understanding Ecotourism

Ecotourism is a form of responsible travel that focuses on exploring natural environments while promoting conservation and community development. It is built on the principles of sustainability, aiming to minimize the negative impacts of tourism on the environment and maximize the benefits for local communities.

Unlike traditional tourism, ecotourism emphasizes the importance of preserving the natural and cultural heritage of a destination. It encourages travelers to engage in activities that have a low impact on the environment, such as nature walks, wildlife observation, and cultural immersion. The goal is to create a mutually beneficial relationship between visitors and the local community, while fostering a deeper appreciation for the natural world.

One of the key features of ecotourism is education and interpretation. Travelers are encouraged to learn about the ecosystems they visit, as well as the local cultures and traditions. This not only enhances the travel experience but also raises awareness about the importance of conservation and the need to protect our natural resources.

Another important aspect of ecotourism is supporting local communities. By engaging with local people and businesses, travelers contribute to the economic development of the area. This can be through staying in locally-owned accommodations, eating at local restaurants, and purchasing handmade crafts from local artisans. These interactions not only benefit the community but also provide travelers with a more authentic and enriching experience.

Overall, ecotourism seeks to strike a balance between experiencing the beauty of nature and being responsible stewards of the environment. It is about traveling with purpose, leaving a positive impact on the places we visit, and creating a sustainable future for generations to come.

Benefits of Ecotourism

Ecotourism brings about numerous benefits, not only for the natural environment but also for local communities and the overall tourism industry. Let’s explore some of the key advantages:

• Conservation of Natural Resources: Ecotourism encourages the conservation of natural resources by promoting responsible travel practices. By minimizing the negative impacts on the environment, such as pollution and habitat destruction, ecotourism helps preserve ecosystems and biodiversity.
• Promotion of Environmental Awareness: Ecotourism serves as an educational platform, raising awareness about the importance of environmental conservation. Travelers gain insights into the unique ecosystems and learn about the challenges they face, inspiring them to become advocates for sustainable practices in their daily lives.
• Economic Opportunities for Local Communities: Ecotourism provides economic opportunities for local communities by generating income and employment. Local businesses, such as eco-lodges, tour operators, and handicraft producers, benefit from the influx of visitors, thereby contributing to the economic growth and overall well-being of the community.
• Cultural Preservation and Appreciation: Ecotourism promotes the preservation and appreciation of local cultures and traditions. Travelers have the opportunity to engage with local communities, learn about their customs, and support cultural heritage initiatives. This creates a sense of pride and helps prevent the erosion of traditional practices.
• Improved Infrastructure and Services: As ecotourism gains traction, destinations invest in improving their infrastructure and services to cater to sustainable travelers. This includes the development of eco-friendly accommodations, the establishment of well-maintained trails and facilities, and the enhancement of services that prioritize environmental conservation.
• Fostering Peace and Understanding: Ecotourism can foster cross-cultural understanding and peace. Travelers who engage with local communities gain a deeper appreciation for different cultures and traditions, breaking down barriers and promoting mutual respect and understanding.

Overall, ecotourism offers a win-win situation by benefiting the environment, local communities, and tourists alike. By choosing to engage in responsible and sustainable tourism practices, we can contribute to the preservation of our natural and cultural heritage for future generations.

Challenges in Promoting Ecotourism

While ecotourism brings numerous benefits, it also faces various challenges that need to be addressed in order to promote its growth. These challenges include:

• Lack of Awareness: One of the major hurdles in promoting ecotourism is the lack of awareness among travelers. Many people are still unfamiliar with the concept and the benefits it offers. Efforts need to be made to educate and raise awareness about the importance of sustainable travel practices and the positive impacts of ecotourism.
• Infrastructure and Accessibility: Some ecotourism destinations may lack proper infrastructure and accessibility, making it challenging for travelers to reach and explore these areas. Building and improving infrastructure, such as roads, trails, and accommodations, is crucial to attract visitors and provide them with a comfortable and enjoyable experience.
• Seasonality and Capacity: Ecotourism destinations often face issues related to seasonality and capacity. During peak seasons, there may be an overwhelming number of visitors, putting stress on the ecosystems and local communities. Finding ways to manage visitor numbers and balance tourism demand with ecological carrying capacity is a constant challenge.
• Balancing Conservation and Economic Development: Striking a balance between conservation and economic development is another challenge in promoting ecotourism. It is important to ensure that tourism activities do not harm the very ecosystems and cultural heritage that they are meant to showcase and conserve. Proper planning and management are required to avoid negative impacts on the environment and local communities.
• Illegal Activities and Overexploitation: Ecotourism destinations may face issues related to illegal activities and overexploitation of natural resources. These can include poaching, illegal logging, or unsustainable fishing practices. Effective governance and enforcement are necessary to combat these challenges and protect the ecosystem integrity of ecotourism sites.
• Limited Financial Resources: Many ecotourism initiatives struggle with limited financial resources for infrastructure development, community involvement, and marketing efforts. Finding sustainable funding sources and building partnerships is crucial to overcome this challenge and ensure the long-term success of ecotourism projects.

Addressing these challenges requires a collaborative effort from governments, tourism organizations, local communities, and tourists themselves. By recognizing and proactively tackling these obstacles, we can pave the way for the sustainable and responsible growth of ecotourism.

Strategies and Tips for Promoting Ecotourism

Promoting ecotourism requires a comprehensive approach that involves various stakeholders, from government bodies to local communities and businesses. Here are some effective strategies and tips to promote ecotourism:

• Create Awareness Campaigns: Launch educational campaigns to raise awareness about the importance of ecotourism and its positive impacts. Use various channels, such as social media, websites, and local outreach programs, to reach a wider audience and inspire them to embrace sustainable travel practices.
• Form Partnerships: Collaborate with local communities, environmental organizations, tourism associations, and government agencies to form partnerships. By working together, you can pool resources, share knowledge, and implement effective strategies for promoting and managing ecotourism destinations.
• Develop Sustainable Tourism Policies: Governments should develop and enforce sustainable tourism policies that regulate activities in ecotourism areas. These policies should prioritize environmental conservation, community engagement, and responsible tourism practices while promoting economic growth and local development.
• Engage with Local Communities: Involve local communities in the decision-making process and encourage their active participation in ecotourism initiatives. By engaging them as partners and beneficiaries, you can ensure that their interests are represented and that they receive equitable benefits from tourism activities.
• Implement Sustainable Practices: Encourage businesses and tour operators to adopt sustainable practices, such as minimizing waste, conserving energy, and supporting local suppliers. Promote certifications like eco-labels or sustainable tourism certifications to verify businesses’ commitment to environmental and social responsibility.
• Curate Unique Experiences: Highlight the unique aspects of ecotourism destinations to attract travelers seeking authentic and immersive experiences. Showcase the natural beauty, biodiversity, and cultural heritage of the area, emphasizing the opportunities for adventure, learning, and making a positive impact.
• Provide Environmental Education: Offer environmental education programs at ecotourism sites to enhance visitors’ understanding of the area’s ecosystems, wildlife, and conservation efforts. Encourage guided tours led by knowledgeable local guides or naturalists who can share insights and create memorable experiences for visitors.
• Support Research and Conservation Efforts: Collaborate with scientific institutions and conservation organizations to conduct research and implement conservation initiatives in ecotourism areas. This can help monitor the health of ecosystems, protect endangered species, and contribute to the overall conservation efforts of the destination.
• Encourage Responsible Visitor Behavior: Educate and empower visitors to engage in responsible and respectful behavior while visiting ecotourism areas. Promote the Leave No Trace principles, encourage responsible wildlife viewing, and discourage activities that harm the environment or disturb local communities.

By implementing these strategies and tips, we can foster the growth of ecotourism in a sustainable and responsible manner. Together, we can protect our natural heritage, support local communities, and create memorable experiences for travelers.

Creating Awareness and Education Programs

Creating awareness and education programs is essential for promoting ecotourism and fostering responsible travel practices. These programs play a crucial role in educating travelers, local communities, and tourism industry stakeholders about the importance of sustainable tourism and the benefits of ecotourism. Here are some key steps to consider when developing such programs:

• Identify the Target Audience: Determine the target audience for your awareness and education programs. This could include tourists, local communities, schools, tour operators, or government bodies. Tailoring your messaging and approaches to specific groups will help ensure maximum impact and engagement.
• Create Engaging Content: Develop informative and visually appealing content that communicates the principles and benefits of ecotourism. Utilize multimedia tools such as videos, infographics, and interactive websites to engage and captivate your audience. Emphasize the experiential aspect of ecotourism and highlight the positive impacts it has on the environment and communities.
• Utilize Online and Offline Channels: Leveraging a mix of online and offline channels is crucial for reaching a broader audience. Utilize social media platforms, websites, blogs, and online forums to disseminate information. Additionally, collaborate with local community centers, visitor centers, schools, and tourism offices to distribute educational materials and conduct workshops or seminars.
• Foster Partnerships and Collaboration: Collaborating with local communities, NGOs, government agencies, and tourism associations can help amplify the reach and impact of your awareness and education programs. Establish partnerships to co-create content, host joint events, and share resources.
• Engage with Travelers: Incorporate educational elements into the visitor experience. Provide informational materials, interpretive signage, and guided tours that highlight the unique ecological and cultural features of the destination. Encourage responsible visitor behavior and provide opportunities for visitors to actively participate in conservation efforts.
• Evaluate and Measure Impact: Regularly evaluate the effectiveness of your awareness and education programs. Use surveys, feedback forms, and monitoring mechanisms to assess knowledge gain, behavior change, and the overall impact of the initiatives. Adjust your strategies based on feedback and lessons learned to continuously improve and iterate the programs.
• Empower Local Communities: Involve local communities, especially indigenous communities, in the development and delivery of awareness and education programs. Their unique knowledge and perspectives can contribute to the authenticity and effectiveness of the initiatives.

By developing comprehensive and engaging awareness and education programs, we can inspire travelers, communities, and industry stakeholders to embrace ecotourism and make sustainable choices. Together, we can create a generation of responsible travelers who contribute to the preservation of our planet’s natural and cultural heritage.

Collaboration with Local Communities

Collaboration with local communities is crucial for the success and sustainability of ecotourism initiatives. When local communities are actively involved in the planning, development, and management of ecotourism projects, it leads to more inclusive and equitable outcomes. Here are some key considerations for fostering collaboration with local communities:

• Recognize Local Knowledge and Expertise: Acknowledge and respect the knowledge and expertise that local communities possess about their environment, culture, and heritage. Involve them in decision-making processes and empower them to actively participate in ecotourism planning and development.
• Engage in Consultation and Dialogue: Conduct regular consultations and dialogues with local communities to understand their needs, concerns, and aspirations. This ensures that the development of ecotourism initiatives aligns with their priorities and values.
• Provide Capacity-Building Opportunities: Offer training and capacity-building programs to local community members, equipping them with the skills and knowledge necessary to actively participate in ecotourism projects. This can include training in sustainable tourism practices, hospitality skills, nature guiding, and business management.
• Ensure Equitable Benefits: Ensure that local communities receive equitable economic and social benefits from tourism activities. This can be achieved through fair employment opportunities, revenue-sharing schemes, or support for small-scale local enterprises. Encourage partnerships between tourism operators and local businesses to promote economic empowerment and wealth distribution.
• Promote Cultural Preservation: Encourage the preservation and promotion of cultural heritage by collaborating with local communities. Respect their traditions, customs, and cultural practices, and integrate them into tourism experiences with the community’s participation and consent. This fosters a sense of pride and ownership amongst community members and enhances the authenticity of the visitor experience.
• Support Community-Led Initiatives: Encourage and support community-led initiatives that align with ecotourism goals. This can include the establishment of community-managed visitor centers, cultural performances, or handicraft cooperatives. By supporting these initiatives, you contribute to the social and economic well-being of the community while enhancing the overall tourism experience.
• Establish Communication and Feedback Mechanisms: Establish open lines of communication with local communities, ensuring that their voices are heard, and their concerns are addressed. Implement feedback mechanisms that allow community members to share their experiences, insights, and suggestions for improving tourism practices.
• Respect Land and Resource Rights: Respecting land and resource rights is crucial when collaborating with indigenous communities. Recognize and uphold their rights to ancestral lands, natural resources, and cultural heritage. Engage in meaningful consultation and consent processes to ensure that their rights are protected throughout the development and operation of ecotourism projects.

By fostering collaboration with local communities, we can create more sustainable and inclusive ecotourism initiatives that not only benefit the environment and local economies but also empower communities and preserve cultural heritage for future generations.

Engaging with Stakeholders and Government Bodies

Engaging with stakeholders and government bodies is vital for the successful promotion and management of ecotourism initiatives. Collaboration and cooperation with key stakeholders help to align interests, leverage resources, and ensure the long-term sustainability of ecotourism. Here are some strategies for effective engagement:

• Identify Key Stakeholders: Identify the relevant stakeholders involved in the ecotourism sector, such as local communities, tourism operators, environmental organizations, indigenous groups, academic institutions, and government bodies. Understand their respective roles, interests, and concerns.
• Establish Communication Channels: Establish effective communication channels to facilitate dialogue and exchange of information among stakeholders. Regularly share updates, progress, and challenges related to ecotourism initiatives. Utilize platforms such as meetings, workshops, online forums, and social media to foster engagement and collaboration.
• Advocate for Policy Support: Collaborate with government bodies and policymakers to advocate for policies that support the development and growth of ecotourism. Highlight the economic, social, and environmental benefits of sustainable tourism practices and provide evidence-based recommendations to shape supportive frameworks and regulations.
• Involve Government Bodies: Engage government bodies at various levels, such as local, regional, and national, to secure their commitment and participation in ecotourism initiatives. Seek their support in providing necessary resources, infrastructure development, and enforcement of regulations to ensure responsible tourism practices.
• Collaborate on Monitoring and Regulation: Work together with government bodies and stakeholders to establish monitoring systems and regulations for ecotourism activities. This includes setting up tracking mechanisms to assess the environmental impacts, visitor satisfaction, and socioeconomic benefits of ecotourism operations. Regularly review and adapt regulations to ensure their effectiveness.
• Promote Public-Private Partnerships: Foster public-private partnerships to leverage resources and expertise. Collaborate with private sector entities, including tourism operators, accommodation providers, and adventure companies, to align their business practices with sustainable tourism principles. Encourage their participation in conservation efforts and community development initiatives.
• Share Best Practices: Facilitate the sharing of best practices and lessons learned among stakeholders. Encourage the dissemination of success stories and case studies that highlight sustainable tourism practices, innovation, and positive outcomes. This can inspire others and contribute to continuous improvement within the ecotourism sector.
• Include Indigenous Communities: Recognize the rights and knowledge of indigenous communities and involve them as equal partners in ecotourism initiatives. Respect their cultural protocols, seek their guidance, and ensure their meaningful participation in decision-making processes. Indigenous communities often have a deep understanding of the local environment and can provide valuable insights and experiences for visitors.

By engaging with stakeholders and government bodies, we can create a collaborative ecosystem that supports the development and sustainability of ecotourism. This partnership-driven approach ensures the alignment of interests, fosters responsible tourism practices, and maximizes the positive impacts for both the environment and local communities.

Implementing Sustainable Practices

Implementing sustainable practices is essential for the success of ecotourism initiatives and the conservation of natural resources. By adopting responsible and environmentally friendly approaches, we can minimize the negative impacts of tourism while maximizing the benefits for local communities and the environment. Here are some key strategies for implementing sustainable practices in ecotourism:

• Reduce Waste and Plastic Consumption: Encourage the use of reusable water bottles and bags, and promote recycling programs at ecotourism destinations. Minimize the use of single-use plastics and provide water refill stations or filtered water systems to reduce the need for plastic bottles.
• Conserve Water and Energy: Implement water and energy conservation practices in accommodations and tourist facilities. This can include using water-efficient fixtures, encouraging guests to reuse towels and linens, and adopting energy-efficient technologies such as LED lighting and solar panels.
• Promote Sustainable Transportation: Encourage visitors to use low-impact modes of transportation, such as public transit, bicycles, or electric vehicles. Provide information on sustainable transportation options and promote carpooling or shared transportation services for tours and excursions.
• Support Local Food and Products: Promote the consumption of locally sourced food and products to support local farmers, artisans, and businesses. Emphasize the use of organic and seasonal produce, and encourage the preservation of traditional culinary practices.
• Protect Wildlife and Natural Habitats: Educate visitors on the importance of respecting wildlife and natural habitats. Promote responsible wildlife viewing practices, such as maintaining a safe distance, following designated trails, and avoiding actions that may disturb or harm animals.
• Enforce Sustainable Fishing and Harvesting: Collaborate with local communities to ensure sustainable fishing and harvesting practices. Establish guidelines and regulations to prevent overfishing, encourage selective harvesting, and protect vulnerable species and habitats.
• Practice Sustainable Tourism Certification: Consider obtaining certifications such as Green Globe, Rainforest Alliance, or Global Sustainable Tourism Council (GSTC) to demonstrate your commitment to sustainable practices. These certifications provide credibility and assurance to visitors that your ecotourism operation meets international sustainability standards.
• Invest in Environmental Education: Develop educational programs and interpretive materials that raise awareness about the importance of environmental conservation. Offer guided tours led by knowledgeable guides who provide insights into the local ecosystems and promote responsible behavior among visitors.
• Engage in Conservation Initiatives: Contribute to conservation initiatives by collaborating with local organizations and researchers. Support research projects, participate in habitat restoration efforts, and promote community-led conservation initiatives.
• Monitor and Evaluate: Establish monitoring systems to regularly assess the environmental, social, and economic impacts of ecotourism activities. Track visitor satisfaction, ecological indicators, and the well-being of local communities to guide decision-making and improvement efforts.

By implementing sustainable practices, we can ensure that ecotourism operations have a positive impact on the environment, local communities, and future generations of travelers. Remember, small actions can make a big difference when it comes to conserving our precious natural resources.

Showcasing Unique Ecotourism Destinations

Showcasing unique ecotourism destinations is key to attracting visitors who are seeking immersive and sustainable travel experiences. By highlighting the distinctive natural landscapes, biodiversity, and cultural heritage of these destinations, we can inspire travelers to explore and engage with ecotourism offerings. Here are some strategies for effectively showcasing unique ecotourism destinations:

• Highlight Natural Beauty: Emphasize the stunning natural landscapes, such as pristine forests, mountains, waterfalls, or coastal areas, that make the destination unique. Showcase these landscapes with captivating imagery and vivid descriptions to evoke a sense of awe and curiosity among potential visitors.
• Focus on Biodiversity: Highlight the rich biodiversity found in the ecotourism destination. Feature iconic and rare species, including wildlife, plants, and marine life, that are unique to the area. Educate visitors about conservation efforts and the importance of protecting these habitats.
• Emphasize Cultural Heritage: Showcase the cultural heritage and traditions of the local communities in the ecotourism destination. Highlight their unique customs, arts, crafts, music, and culinary traditions. Encourage visitors to engage in cultural experiences, such as learning traditional crafts or participating in local festivals.
• Create Engaging Content: Develop compelling content that tells the story of the ecotourism destination. Utilize storytelling techniques to create a narrative that resonates with the audience. Incorporate personal experiences, testimonials, and local perspectives to bring the destination to life.
• Utilize Digital Platforms: Leverage digital platforms to showcase the ecotourism destination’s unique features. Create a visually appealing website or dedicated landing page that provides comprehensive information about the destination, including activities, accommodations, and local experiences. Utilize social media platforms, blogs, and online travel communities to share captivating stories, photos, and videos.
• Collaborate with Influencers and Bloggers: Partner with influential travel bloggers, photographers, and social media influencers who align with the values of sustainable and responsible travel. Invite them to experience the destination firsthand and share their experiences with their followers, amplifying the reach and impact of your destination’s promotion.
• Offer Unique Experiences: Develop and promote unique and immersive experiences that showcase the best of the ecotourism destination. This could include guided nature walks, wildlife spotting, cultural immersion activities, or eco-friendly adventure sports. Highlight the authenticity and exclusivity of these experiences to attract discerning travelers.
• Form Partnerships for Destination Marketing: Collaborate with tourism boards, local businesses, and travel associations to jointly market the ecotourism destination. Participate in travel fairs, trade shows, and sustainable tourism events to showcase the destination’s unique offerings. Develop targeted marketing campaigns that position the destination as a must-visit for eco-conscious travelers.
• Incorporate Sustainable Tourism Practices: Highlight the destination’s commitment to sustainable tourism practices. Promote eco-friendly accommodations, responsible tour operators, and adherence to sustainability certifications. Demonstrate how the destination balances tourism growth with natural resource conservation and community involvement.
• Provide Local Insights and Travel Tips: Offer practical travel information, local insights, and tips to help visitors plan their trip. This could include information on responsible travel practices, local customs and etiquette, best times to visit, and eco-friendly transportation options. Empower visitors to make informed choices while experiencing the destination.

By showcasing the unique ecotourism destinations in a captivating and authentic way, we can inspire travelers to embark on sustainable journeys and make a positive impact on the environment and local communities.

Ecotourism presents a transformative approach to travel, offering opportunities for immersive and sustainable experiences while contributing to the well-being of the environment and local communities. By understanding the principles of ecotourism and implementing effective strategies for promotion, we can unlock its potential for positive change.

Throughout this article, we have explored various aspects of promoting ecotourism, from understanding its core principles to addressing the challenges it faces. We have discussed the benefits of ecotourism, including the conservation of natural resources, the promotion of environmental awareness, and the economic opportunities it presents for local communities.

To effectively promote ecotourism, it is crucial to engage with stakeholders, foster collaboration with local communities, and work closely with government bodies. By involving these key players, we can align interests, leverage resources, and ensure the long-term sustainability of ecotourism initiatives.

Implementing sustainable practices, such as waste reduction, conserving water and energy, and supporting local products, is essential for minimizing the negative impacts of tourism and protecting the environment. Additionally, showcasing the unique features of ecotourism destinations, including their natural beauty, biodiversity, and cultural heritage, is vital for attracting environmentally conscious travelers.

In conclusion, promoting ecotourism requires a holistic and collaborative approach that encompasses awareness, education, stakeholder engagement, and sustainable practices. By adopting these strategies and involving all relevant stakeholders, we can create a positive impact on the environment, support local communities, and foster a greater appreciation and understanding of our planet’s natural wonders.

Let us embrace ecotourism as a transformative force that not only enriches travelers’ experiences but also contributes to the preservation of our precious natural resources for generations to come.

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What Is Ecotourism? Definition, Examples, and Pros and Cons

• Chapman University
• Sustainable Fashion
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Ecotourism Definition and Principles

Pros and cons.

• Examples of Ecotourism
• Frequently Asked Questions

Ecotourism is about more than simply visiting natural attractions or natural places; it’s about doing so in a responsible and sustainable manner. The term itself refers to traveling to natural areas with a focus on environmental conservation. The goal is to educate tourists about conservation efforts while offering them the chance to explore nature.

Ecotourism has benefited destinations like Madagascar, Ecuador, Kenya, and Costa Rica, and has helped provide economic growth in some of the world’s most impoverished communities. The global ecotourism market produced $92.2 billion in 2019 and is forecasted to generate $103.8 billion by 2027.

A conservationist by the name of Hector Ceballos-Lascurain is often credited with the first definition of ecotourism in 1987, that is, “tourism that consists in travelling to relatively undisturbed or uncontaminated natural areas with the specific object of studying, admiring and enjoying the scenery and its wild plants and animals, as well as any existing cultural manifestations (both past and present) found in these areas.”

The International Ecotourism Society (TIES), a non-profit organization dedicated to the development of ecotourism since 1990, defines ecotourism as “responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and involves interpretation and education [both in its staff and its guests].”

The International Union for Conservation of Nature (IUCN) looks at ecotourism as a significant tool for conservation, though it shouldn’t be seen as a fix-all when it comes to conservation challenges:

“There may be some areas that are just not appropriate for ecotourism development and some businesses that just won’t work in the larger tourism market. That is why it is so important to understand the basics of developing and running a successful business, to ensure that your business idea is viable and will be profitable, allowing it to most effectively benefit the surrounding environment and communities.”

Marketing an ecosystem, species, or landscape towards ecotourists helps create value, and that value can help raise funds to protect and conserve those natural resources.

Sustainable ecotourism should be guided by three core principles: conservation, communities, and education.

Conservation

Conservation is arguably the most important component of ecotourism because it should offer long-term, sustainable solutions to enhancing and protecting biodiversity and nature. This is typically achieved through economic incentives paid by tourists seeking a nature-based experience, but can also come from the tourism organizations themselves, research, or direct environmental conservation efforts.

Communities

Ecotourism should increase employment opportunities and empower local communities, helping in the fight against global social issues like poverty and achieving sustainable development.

Interpretation

One of the most overlooked aspects of ecotourism is the education component. Yes, we all want to see these beautiful, natural places, but it also pays to learn about them. Increasing awareness about environmental issues and promoting a greater understanding and appreciation for nature is arguably just as important as conservation.

As one of the fastest growing sectors of the tourism industry, there are bound to be some downsides to ecotourism. Whenever humans interact with animals or even with the environment, it risks the chance of human-wildlife conflict or other negative effects; if done so with respect and responsibility in mind, however, ecotourism can reap enormous benefits to protected areas.

As an industry that relies heavily on the presentation of eco-friendly components to attract customers, ecotourism has the inevitable potential as a vessel for greenwashing. Part of planning a trip rooted in ecotourism is doing research to ensure that an organization is truly providing substantial benefits to the environment rather than exploiting it.

Ecotourism Can Provide Sustainable Income for Local Communities

Sustainably managed ecotourism can support poverty alleviation by providing employment for local communities, which can offer them alternative means of livelihood outside of unsustainable ones (such as poaching).

Research published in Proceedings of the National Academy of Sciences found that communities in regions surrounding conservation areas in Costa Rica had poverty rates that were 16% lower than in areas that weren’t near protected parks. These protected areas didn’t just benefit from conservation funds due to ecotourism, but also helped to reduce poverty as well.

It Protects Natural Ecosystems

Ecotourism offers unique travel experiences focusing on nature and education, with an emphasis on sustainability and highlighting threatened or endangered species. It combines conservation with local communities and sustainable travel , highlighting principles (and operations) that minimize negative impacts and expose visitors to unique ecosystems and natural areas. When managed correctly, ecotourism can benefit both the traveler and the environment, since the money that goes into ecotourism often goes directly towards protecting the natural areas they visit.

Each year, researchers release findings on how tourist presence affects wildlife, sometimes with varying results. A study measuring levels of the stress hormone cortisol in wild habituated Malaysian orangutans found that the animals were not chronically stressed by the presence of ecotourists. The orangutans lived in the Lower Kinabatangan Wildlife Sanctuary, where a local community-managed organization operates while maintaining strict guidelines to protect them.

Ecotourism May Also Hurt Those Same Natural Ecosystems

Somewhat ironically, sometimes ecotourism can hurt ecosystems just as much as it can help. Another study in the journal Trends in Ecology and Evolution found that ecotourism can alter animal behaviors in ways that put them at risk. If the presence of humans changes the way animals behave, those changes may make them more vulnerable by influencing their reaction to predators or poachers.

It's not just the animals who are at risk. As ecotourism activities become too popular, it can lead to the construction of new infrastructure to accommodate more visitors. Similarly, more crowds mean more pressure on local resources, increased pollution, and a higher chance of damaging the soil and plant quality through erosion. On the social side, these activities may displace Indigenous groups or local communities from their native lands, preventing them from benefiting from the economic opportunities of tourism.

Ecotourism Offers the Opportunity to Experience Nature

Renown conservationist Jane Goodall has a famous quote: “Only if we understand, will we care. Only if we care, will we help. Only if we help, shall all be saved.” It can be difficult to understand something that we haven’t seen with our own eyes, and ecotourism gives travelers the opportunity to gain new experiences in natural areas while learning about the issues they face. 

Ecotourism also educates children about nature, potentially creating new generations of nature lovers that could someday become conservationists themselves. Even adult visitors may learn new ways to improve their ecological footprints .

EXAMPLES OF ECOTOURISM

The East African country has some competitive advantages over its neighbors thanks to its rich natural resources, paired with the fact that it has allocated over 25% of its total area to wildlife national parks and protected areas. Because of this, an estimated 90% of tourists visit to Tanzania seeking out ecotourism activities. Ecotourism, in turn, supports 400,000 jobs and accounts for 17.2% of the national GDP, earning about $1 billion each year as its leading economic sector.

Some of Tanzania’s biggest highlights include the Serengeti, Mount Kilimanjaro , and Zanzibar, though the country still often goes overlooked by American tourists. Visitors can take a walking safari tour in the famous Ngorongoro Conservation area, for example, with fees going to support the local Maasai community.

The country is also known for its chimpanzees , and there are several ecotourism opportunities in Gombe National Park that go directly towards protecting chimpanzee habitats.

Galapagos Islands

It comes as no surprise that the place first made famous by legendary naturalist Charles Darwin would go on to become one of the most sought-after ecotourism destinations on Earth, the Galapagos Islands .

The Directorate of the Galapagos National Park and the Ecuadorian Ministry of Tourism require tour providers to conserve water and energy, recycle waste, source locally produced goods, hire local employees with a fair wage, and offer employees additional training. A total of 97% of the land area on the Galapagos is part of the official national park, and all of its 330 islands have been divided into zones that are either completely free of human impact, protected restoration areas, or reduced impact zones adjacent to tourist-friendly areas.

Local authorities still have to be on their toes, however, since UNESCO lists increased tourism as one of the main threats facing the Galapagos today. The bulk of funding for the conservation and management of the archipelago comes from a combination of governmental institutions and entry fees paid by tourists.

Costa Rica is well-known throughout the world for its emphasis on nature-based tourism, from its numerous animal sanctuaries to its plethora of national parks and reserves. Programs like its “Ecological Blue Flag” program help inform tourists of beaches that have maintained a strict set of eco-friendly criteria.

The country’s forest cover went from 26% in 1983 to over 52% in 2021 thanks to the government’s decision to create more protected areas and promote ecotourism in the country . Now, over a quarter of its total land area is zoned as protected territory.

Costa Rica welcomes 1.7 million travelers per year, and most of them come to experience the country’s vibrant wildlife and diverse ecosystems. Its numerous biological reserves and protected parks hold some of the most extraordinary biodiversity on Earth, so the country takes special care to keep environmental conservation high on its list of priorities. 

New Zealand

In 2019, tourism generated $16.2 billion, or 5.8% of the GDP, in New Zealand. That same year, 8.4% of its citizens were employed in the tourism industry, and tourists generated $3.8 billion in tax revenue.

The country offers a vast number of ecotourism experiences, from animal sanctuaries to natural wildlife on land, sea, and even natural caves. New Zealand’s South Pacific environment, full of sights like glaciers and volcanic landscapes, is actually quite fragile, so the government puts a lot of effort into keeping it safe.

Tongariro National Park, for example, is the oldest national park in the country, and has been named by UNESCO as one of only 28 mixed cultural and natural World Heritage Sites. Its diverse volcanic landscapes and the cultural heritage of the indigenous Maori tribes within the create the perfect combination of community, education, and conservation.

How to Be a Responsible Ecotourist

• Ensure that the organizations you hire provide financial contributions to benefit conservation and find out where your money is going.
• Ask about specific steps the organization takes to protect the environment where they operate, such as recycling or promoting sustainable policies.
• Find out if they include the local community in their activities, such as hiring local guides, giving back, or through initiatives to empower the community.
• Make sure there are educational elements to the program. Does the organization take steps to respect the destination’s culture as well as its biodiversity?
• See if your organization is connected to a non-profit or charity like the International Ecotourism Society .
• Understand that wildlife interactions should be non-invasive and avoid negative impacts on the animals.

Ecotourism activities typically involve visiting and enjoying a natural place without disturbing the landscape or its inhabitants. This might involve going for a hike on a forest trail, mountain biking, surfing, bird watching, camping, or forest bathing . 

Traveling in a way that minimizes carbon emissions, like taking a train or bike instead of flying, may also be part of an ecotourism trip. Because these modes of travel tend to be slower, they may be appreciated as enjoyable and relaxing ecotourism activities.

The Wolf Conservation Center ’s programing in New York State is an example of ecotourism. This non-profit organization is dedicated to the preservation of endangered wolf species. It hosts educational sessions that allow visitors to observe wolves from a safe distance. These programs help to fund the nonprofit organization’s conservation and wildlife rehabilitation efforts.

Stonehouse, Bernard. " Ecotourism ." Environmental Geology: Encyclopedia of Earth Science , 1999, doi:10.1007/1-4020-4494-1_101

" What is Ecotourism? " The International Ecotourism Society .

" Tourism ." International Union for Conservation of Nature .

https://doi.org/10.1073/pnas.1307712111

https://doi.org/10.1371/journal.pone.0033357

https://doi.org/10.1016/j.tree.2015.09.010

https://doi.org/10.5897/JHMT2016.0207

" Galapagos Islands ." UNESCO .

" About Costa Rica ." Embassy of Costa Rica in Washington DC .

https://www.stats.govt.nz/information-releases/tourism-satellite-account-2019

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What Is Ecotourism?

Conservation, offering market-linked long-term solutions, ecotourism provides effective economic incentives for conserving and enhancing bio-cultural diversity and helps protect the natural and cultural heritage of our beautiful planet., communities, by increasing local capacity building and employment opportunities, ecotourism is an effective vehicle for empowering local communities around the world to fight against poverty and to achieve sustainable development., interpretation, with an emphasis on enriching personal experiences and environmental awareness through interpretation, ecotourism promotes greater understanding and appreciation for nature, local society, and culture., the definition., ecotourism is now defined as “responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and involves interpretation and education” (ties, 2015). education is meant to be inclusive of both staff and guests., principles of ecotourism, ecotourism is about uniting conservation, communities, and sustainable travel. this means that those who implement, participate in and market ecotourism activities should adopt the following ecotourism principles:.

• Minimize physical, social, behavioral, and psychological impacts.
• Build environmental and cultural awareness and respect.
• Provide positive experiences for both visitors and hosts.
• Provide direct financial benefits for conservation.
• Generate financial benefits for both local people and private industry.
• Deliver memorable interpretative experiences to visitors that help raise sensitivity to host countries’ political, environmental, and social climates.
• Design, construct and operate low-impact facilities.
• Recognize the rights and spiritual beliefs of the Indigenous People in your community and work in partnership with them to create empowerment.

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10 Promotion Strategies for the Travel and Tourism Industry that Actually Work

Almost every industry is (still!) going through tough times since the pandemic outbreak back in 2020. Some of them, though, have been affected by coronavirus far more than the others – and the travel industry is definitely one of them. Canceled trips, canceled flights, confused guests and hosts alike, countless restrictions, and the overall uncertainty of what’s coming next – all this have brought the industry to the brink of collapse.

Thankfully, most travel and tourism businesses decided to fight against the odds, and work their way through the pandemic. As of summer 2022, there are signs of coming back to (normal) life. Nobody knows, though, what autumn will bring and convincing consumers to plan their trips is far more difficult now than it ever was. That’s why clever marketing and promotion strategies seem to be the keys for the industry to get back on its feet.

Marketing for the travel and tourism industries in 2022

The pandemic isn’t the only problem the travel and tourism industry has faced lately. The economy (for example in Europe) forces people to think twice before going on costly vacations abroad. The competition is stiff as ever, and there’s still a need to maintain a healthy balance between costs and earnings. There’s no point in pumping thousands of dollars into marketing strategies if they won’t bring enough ROI. That’s why it’s crucial to select the next promotion strategy for your business carefully.

Here are some notable travel marketing trends are worth mentioning:

• TikTok marketing – this social video platform became a powerful marketing tool for those skilful enough to unlock its potential. Often referred to as a platform for children and youth (and dismissed for being such), TikTok hosts 1 billion active users. It’s a value that shouldn’t be ignored.
• Social media marketing – the dominance of TikTok does not mean that other social media platforms are doomed in marketing. Instagram, Facebook, and even LinkedIn – all those media have their place and are still valid marketing platforms. The key is – as always – targeting the right audience.
• Influencer marketing – staying in the social media area: engaging celebrities and influencers in your marketing activities is an idea worth thinking of. Of course, the influencer with a 250K Instagram profile won’t bring thousands of customers directly to your company, but the recognizability should definitely help.

What about some travel marketing trends for 2022?

• Flexibility is a key – though low prices are still important, customers are eager to find offers that enable them to get a full refund or change bookings if necessary.
• Long-term rentals – in times of remote work, more people want to try living in new places for a more extended period. So-called workations have become more popular than ever, and people expect special deals for long-term rentals.
• Geofencing – looking for attractions near the place of living has become a thing during the pandemic. People are forced to put off their travel plans until somewhere in the future, turned to what their area has to offer. With geofencing , local attractions, such as restaurants, museums, go-karting tracks, escape rooms or laser tag places, became open for people searching for “[something] near me” which, apparently, grew popular in recent years.

Enough of those trends – you’re here for the list, so here it is! 10 promotional strategies for the travel and tourism industry that actually work – they have been launched and tested by companies we know. There’s no room for hypotheses. Below you’ll find nothing but real-life examples – get ready to get inspired!

Gamecity Zoetermeer

Promotion types used: discount coupons, gift cards, giveaways.

Gamecity GoKarting Zoetermeer is a place of fun games and entertainment for people looking to do something more active and demanding than watching VOD at home or going to the cinema. Gamecity offers go-karting, laser tag, minigolf and an innovative, competitive escape room-like experience called Prison Island.

1. Social media giveaways

Pursuing the newest trends, Gamecity launched a few social media profiles, such as Instagram or TikTok (their most popular video has been watched more than 40K times!). They use TikTok not only for sharing funny, short videos but also to run giveaways for their engaged followers, thus increasing company recognizability and gaining new followers (as well as potential customers):

Online contests are usually a very effective way to raise awareness of newly-created brands. Still, nothing stands in your way if you want to organize a sweepstake every now and then to promote your already established brand.

‍ In short: a well-performed online giveaway should not only bring some attention to your company but it might also result in a significant followers increase. Each of them can become your next valuable customer!

2. Discount coupons

People who don’t order any service without typing “[name of the company] discount coupon” in Google Search won’t be disappointed, as Gamecity Gokarting issues discount coupons every once in a while. A nice 20% discount for go-karting should be enough to convince the unconvinced and create the opportunity for them to try new things while traveling or just hanging out with friends.

Discount coupons are the salt of promotion strategies for the tourism and travel industry – it’s always nice knowing that the attraction you were already willing to experience is a bit cheaper than expected. However, from a business perspective, too big of a discount can be deceptive, as people could try it once and then never come back due to the feeling that the service should be cheaper than it is. That’s why companies usually launch 10-20% discounts.

‍ In short: The most significant advantage of the discount coupon promotional strategy is that it’s not very demanding to launch and maintain such a promotion. And with a proper tool, such as the Voucherify, issuing coupons is approachable and developer-friendly.

Promotion types used: gift cards, partnerships, giveaways.

Sportihome has created its unique business model that combines two things you can find in the company name – sports and housing rentals. To make their offer attractive for sports enthusiasts and travelers alike, Sportihome runs numerous giveaways with strongly-thematic rewards, such as entries for sports events and so on:

3. Partnerships

A popular marketing strategy is partnering up with well-known brands to provide discounts, equipment and other gifts. Sportihome decided to follow this path by teaming up with Decathlon , the most prominent sports gear brand in France. Each host, who joins the Sportihome family, gets an exclusive 10% discount for equipping the lodgings they share with Sportihome customers.

In short: partnerships may strengthen your brand as showing up in the right company to a business meeting does. And if the partnership comes with benefits for the customers, you can be sure that it will positively impact your marketing efforts.

4. Gift cards

One of the ultimate travel and tourism promotion types is gift cards. However, buying holidays as a gift can cause unintended trouble – it isn’t easy to be a hundred percent sure that the gifted person won’t have any plans in a given period. Also, choosing the location and lodgings for them might not be the best idea (who knows if they’d like it?). In such a case, the best way would be to present someone with a gift card for holidays of their choice. And that’s exactly what you can do via Sportihome – choose the price (from €50 to €1,000) and choose whether Sportihome should send the card to the recipient or if you want to do this personally.

Each gift card is valid for 24 months, and the gifted person can use the code from the gift card during the payment – after choosing the most suitable location.

In short: Gift cards are present in almost any industry, but they became especially popular when the pandemic began – if all the travel companies ensured full refunds for everyone who wanted to cancel their flights, trips and vacations, they would already be out of business. One of the ways to stay above the surface while encouraging customers to return was to offer them gift cards instead of a cashback.

This is precisely the way easyJet decided to deal with the coronavirus crisis – read more about it in our case study!

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Al Ali Yachts

Promotion types used: BOGO, discount coupons, giveaways.

Al Ali Yachts is a luxury yacht-rental company based in Dubai, UAE. In a demanding market, rental companies have to try different marketing strategies to get to the right audience. One of the most effective promotions used by Al Ali Yachts is BOGO – buy one, get one free – promotion.

How does it work? BOGO promotions add an item whenever a customer orders a required number of items. For example, during the "Enjoy the Summer" promotion, Al Ali Yachts offers their customers 1 hour of yacht rental for free for every 3 hours booked. It’s easy to calculate that the offer equals a 25% discount. The difference lies in the incentive.

If a group of friends would like to rent a yacht for two hours, they might get incentivized by the promotion – they’d rather pay for 3 hours and have a boat for 4 hours.

6. Holiday giveaways

There’s always an occasion to celebrate – should it be International Women’s Day, Independence Day or National Pizza With Everything (Except Anchovies) Day, brands have learnt to incorporate them into their marketing efforts. A contest where the winner gets 1 hour of free cruising? Why not? If it brings people interested in the product, it’s probably a good idea (though there’s a million dollars for whoever creates a campaign combining National Pizza Day with yacht rental).

Dertouristik

Promotion types used: discount coupons.

Visiting the Dertouristik website for the first time is one of those unforgettable moments, when a pop-up ad doesn’t get on the nerves – why so? Because of an exclusive, time-limited offer (also the fact that it doesn’t cover the whole screen)!

7. Time-limited offers

Though setting a time limit for the offer is old as the world, it’s useful promotional tool companies use with success in 2022 (and will probably still use in 2222). Here’s what it looks like on the Dertour website:

The window pops up right after entering the website – it says that there’s a €50 discount for any travel package from Dertour, as soon as the total costs are above €500. The offer is valid until midnight, so there’s a strict deadline, but with plenty of time to think this decision through.

It’s a nice touch that after closing the pop-up window, it’s still available under the blue “Ihr Rabatt Code” button, so the customers can get back and copy their code anytime.

Promotion types used: flexibility packages, discount codes, freebies.

8. Flexible packages

Trends in the travel and tourism promotions have changed – customers expect more than low prices, loyalty solutions or various discounts. They also need peace of mind when it comes to planning their vacations. That’s why solutions such as ItaliaRail’s Flexibility packages work! With an additional fee customers can ensure that they would be able to reschedule or cancel their train tickets with an 80% or 90% refund:

9. Freebies

Genuinely taking care of customers’ well-being is one of the most effective promotional strategies – especially if the goal is to create a long-term relationship with the customer. So ItaliaRail went the extra mile and prepared a little welcoming gift for their potential customers – a free Italian phrases ebook, which can be a helpful guide for those who visit Italy for the first time. Of course, giving away an ebook like this probably won’t become a game-changing strategy for the company. Still, it’s an excellent little addition to make customers feel better about traveling, and to get some email addresses in the process.

Promotion types used: cart promotions, discount coupons.

With its branches in Switzerland, Austria, Netherlands, France, Poland, Spain, the UK, Denmark, Belgium, Norway, Sweden and Finland, TUI became one of the most popular travel agencies in Europe, offering holiday trips worldwide.

10. Cart promotions

Knowing that the most straightforward solutions are often the most satisfying ones, TUI went through with cart promotions – the discounts visible immediately while browsing the offers:

A big, red –41% alert is precisely what TUI wants people to see right after clicking the TUI Deals button on the homepage. The difference between the regular and discounted price is what drives people’s purchasing decisions more often than they want to admit. But the difference between €1410 and €831 is just too good!

‍ Cart-level promotions , though, offer more than only displaying lower prices. Using them, you can assign automatic discounts to each customer who meets the redemption criteria, create personalized deals, enable free shipping, bonus items and much more!

Coming up with a successful promotion strategy for the travel and tourism industry requires a lot of work and dedication – I hope the above list of examples will help you choose the best promotion type to begin with. Now, before I finish, here are three final tips you might find helpful:

• Select two or three promotion types you’re eager to try out. Learn more about them and see if they are within your reach before investing any money in them.
• Look around and search for software that would help you create and launch the type of promotions you’re interested in. It’s always a better (and cheaper) idea to find ready-made software instead of trying to come up with your own solution.
• If you’re determined to try out different types of promotions for your business, make sure that the software you’ve found in step 2 is able to handle each of them. No point in subscribing to (and paying for) two or three different software packages while you can stick to a single one.

If you’re looking for a powerful promotion engine where you can create numerous marketing campaigns (personalized coupons, cart-level promotions, digital gift cards, product bundling, loyalty and referral programs, geofencing), but pay only for the actual usage, try Voucherify. And when I’m saying “try” I mean it – Voucherify comes with a free plan, which you can use to find your way through the platform before deciding to pay any money!

Don’t hesitate any longer

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Are you wasting time and money on digital promotions.

Example sentences tourism promotion

Only lodging businesses with forty or more units can be included in the tourism promotion area.

After being threatened with cessation itself in 2006, it had gained significantly in popularity, partly because increased tourism promotion for the service.

The deterioration process from the 1980s has been partially reverted by city efforts in conservation of older buildings and tourism promotion .

These programs currently include assistance to local governments for gaming impacts, tourism promotion, economic development programs, energy efficiency, and renewable energy projects, and highway projects.

Issues they have recently addressed include agriculture, workforce development, international trade and tourism promotion .

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Indigenous Tourism Leader Debuts Collaborative Educational Travel Guide for Responsible Visitation to Native Nations and Communities During National Travel & Tourism Week May 19-25, 2024

American Indian Alaska Native Tourism Association and collaborative partner Leave No Trace debut educational guide for travelers to responsibly visit Native Nations and communities in the U.S.

ALBUQUERQUE, N.M. (May 17, 2024) – The American Indian Alaska Native Tourism Association (AIANTA), the only national organization dedicated to advancing cultural tourism in Native Nations and communities across the United States, celebrates the completion of a multi-year educational guide project for travelers with partner Leave No Trace as the U.S. Travel Association kicks off National Travel and Tourism Week (NTTW) May 19-25, 2024.

In 2021, Leave No Trace and AIANTA announced a partnership to promote a consistent, nationwide message of sustainable tourism throughout Indigenous communities across the United States. In partnership with AIANTA, the combined 50-year efforts of both organizations encourage travelers to leave minimal impacts when visiting the great outdoors during NTTW and always. The new guide, “ How to Responsibly Visit Tribal Nations and Alaska Native Villages, ” is an educational entry point for non-Indigenous guests. The voice and lived experiences described in this resource come from a 25-member group of American Indian, Alaska Native, and Native Hawaiian community members approaching education solutions for guests spending time in Indigenous communities across the U.S.

“As we celebrate National Travel and Tourism Week, AIANTA is excited to share this educational resource guide with travelers who are preparing to visit Indigenous communities,” said Sherry L. Rupert, CEO, American Indian Alaska Native Tourism Association. “AIANTA’s educational efforts directly align with the mission of Leave No Trace, as together we encourage travelers to leave minimal impacts when visiting the great outdoors.”

By working with the public and those managing public lands, Leave No Trace focuses on educating people—instead of costly restoration programs or access restrictions—as the most effective and least resource-intensive solution to land protection. “It’s important to realize that we Leave No Trace differently depending on the specific land managers or ecosystems,” said Dana Watts, Executive Director, Leave No Trace. “These resources developed with AIANTA give guests the necessary information on how to interact with Indigenous communities in a meaningful way. Learning the story of an Indigenous community and the differences between Native Nations and public lands is a critical step in building our outdoor ethic.”

Established in 1983, National Travel and Tourism Week (NTTW) is an annual tradition to celebrate the U.S. travel community and travel’s essential role in stimulating economic growth, cultivating vibrant communities, creating quality job opportunities, inspiring new businesses, and elevating the quality of life for Americans every day. Travel serves as a catalyst for a productive U.S. economy and helps power the success of other industries. American Indian, Alaska Native, and Native Hawaiian-owned hospitality businesses contribute $15.7 billion in annual sales to the tourism and hospitality sector in the U.S., according to the Economic Impact of U.S. Indigenous Tourism Businesses Report, produced by AIANTA in partnership with Honolulu-based SMS Research.

For more than 25 years, AIANTA has worked to address inequities in the tourism system and has served as the national voice for American Indian, Alaska Native, and Native Hawaiian nations engaged in cultural tourism, while providing technical assistance, training, and capacity building to Native Nations and communities and Native-owned enterprises engaged in tourism, hospitality, and recreation. Native Nations and communities who are looking to start or expand their cultural tourism footprint can find resources at www.aianta.org and visitors interested in learning more about Native culture can visit www.nativeamerica.travel .

About AIANTA: For more than 25 years, the American Indian Alaska Native Tourism Association (AIANTA) has served as the only national organization dedicated to advancing cultural heritage tourism in Native Nations and communities across the United States. Established by tribes for tribes to address inequities in the tourism system, AIANTA is a 501(c)(3) national nonprofit governed by an all-Native board of directors and serves as a united voice for the $15.7 billion Native hospitality sector. AIANTA’s successful legislative work led to the industry-changing Native American Tourism and Improving Visitor Experience Act (NATIVE Act) funding in 2018, as Indian Country Tourism was recognized through federal appropriations via NATIVE Act implementation. AIANTA’s mission is to define, introduce, grow, and sustain American Indian, Alaska Native, and Native Hawaiian (AIANNH) tourism that honors traditions and values while helping AIANNH businesses become market/export ready for domestic and international markets. Visit www.aianta.org to learn more.

About Leave No Trace: Leave No Trace is a national organization that protects the outdoors by teaching people to enjoy it responsibly. Learn more about Leave No Trace principles and practices for sustainable recreation on our website at www.lnt.org or contact us at [email protected] .

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