Sustainable tourism requires diversification of destinations alongside investment in human resources, infrastructure and technology, according to an international delegation who spoke at a ministerial roundtable at Tourism Expo Japan in late September.
Representatives from seven countries and six global organisations considered the topic “driving regional transformation” at the four-day event, Japan’s largest travel showcase for the trade and public, which was this year held in Aichi Prefecture to stimulate greater regional tourism.
UN Tourism executive director Zoritsa Urosevic said: “Diversification is not only about creating new places to visit but about building authentic, inclusive and resilient tourism models that safeguard cultural values, generate stable employment and enhance the attractiveness of regions.”
PATA chair Peter Semone called on tourism stakeholders to stop “chasing numbers” of visitors but instead focus on tourism’s social, cultural, environmental and economic benefits, or “meaningful tourism”.
Addressing attendees via video message, Julia Simpson, CEO of WTTC, said regional tourism growth is possible only with strong partnerships between public and private organisations.
Miguel Gallego of the European Travel Commission introduced its Unlock an Unexpected Upgrade campaign, which was launched in July to promote responsible travel. The initiative calls on travellers to visit off-season and to off-the-beaten path places using eco-friendly options while supporting local businesses, thereby creating “a better way to travel that benefits travellers, local communities and the places they visit”.
At the country level, Australia’s representative said regional locations account for 51 per cent of its tourism employment and the country aims for 40 per cent of all tourism revenue to benefit regional areas by 2030. In Uzbekistan, the 2030 vision seeks to promote regional nature and village cultures under the campaign UzSustainable, shared its representative.
