World Tourism Day gives a timely reminder to think about the holidays that we create and sell, says APT and Travelmarvel’s Brad Bennetts
Today is World Tourism Day which, as many will know, was created by the United Nations World Tourism Organisation (UNWTO) to promote tourism as a driver of economic growth, inclusive development and environmental sustainability. Ultimately, it’s a day that inspires conversation around the core elements that give our industry longevity, viability and credibility, and that can help to inform our focus, planning and decision-making, as the architects of future tourism products.
The theme for the 2022 edition of World Tourism Day, being held in Bali, is ‘Rethinking Tourism’. The UNWTO is prompting us to ask the all-important questions: “where is tourism going? Where do we want to go? And how do we get there?” The agenda has been created to “inspire the debate around rethinking tourism for development, including through education and jobs, and tourism’s impact on the planet and opportunities to grow more sustainably”.
As we approach the end of our first full year of post-pandemic trading, the topic is well chosen and particularly pertinent. At APT, and for our fellow brands across the board, Covid-19 gave us an opportunity to take a closer look at the way we do things. The hiatus in operations was a chance to consider the ways in which we could improve. It also clarified the power and importance of travel – and the devastating effect that its absence can have on the communities, businesses and sustainability projects that rely on tourism to survive. Tourism is now being recognised as a crucial pillar for development and it’s acknowledged that travel, done well, is extremely powerful. Its absence is painfully felt by those that depend on it. But, of course, it needed to return in a way that would make our journeys count; that would enhance the benefits and minimise any negative effects of tourism’s footprint.
Today, our sector’s recovery is well underway. We’re seeing the last Covid-related travel restrictions being lifted, and consumer confidence is booming – the UNWTO reports that international tourist arrivals at the start of this year were double the level recorded in 2021. In many regions, arrivals are at, or exceeding, pre-pandemic levels, and we see that reflected in our booking numbers too. Along with this return and the rebuilding of the industry comes hope and opportunity to the millions of people around the world that depend upon the business of travel.
Yet while we’re all busily returning to normal, World Tourism Day gives us a timely reminder to think about the holidays that we create and sell, and how our products and operations must put people and the planet first. Tourism should enhance rather than detract from the world. Not only does it protect our industry’s future by ensuring that the places and cultures that we connect our guests with remain vibrant for generations to come, but it is also good business sense. APT has just celebrated its 95th year. Under the inspiring leadership of the McGeary family, and with the outstanding work that they do through their non-profit, the OneTomorrow Charitable Fund, APT is a brand that is giving back as it goes. The advantages of running a travel business in this way are clearly evidenced by APT’s longevity, spanning nine and a half decades and counting.
In addition, and quite rightly, travellers now expect that tour operators are already doing the right thing on their behalves when it comes to curating the product they offer, how they contract, their operations and the suppliers that they do business with, as well as how it underpins their values. Travel agents are also prioritising partners that are behaving responsibly, and proactively connecting their customers with those brands that can demonstrate they behave responsibly and sustainably. This is not the time for travel brands to sit on the fence. If they are not driving forward meaningful change then operators cannot expect confidence from or the endorsement of agents and customers alike.
So, here’s to the 42nd World Tourism Day, and to doing the right thing, every day.