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Ten Principles for
Sustainable Destinations:
Charting a new path forward
for travel and tourism
WHITE PAPER
SEPTEMBER 2022
Contents
Executive summary
Introduction
Principle 1: Certify and monitor scientifically
Principle 2: Cultivate the workforce
Principle 3: Prioritize communities
Principle 4: Align visitors
Principle 5: Protect heritage
Principle 6: Protect nature
Principle 7: Produce and consume responsibly
Principle 8: Calibrate infrastructure
Principle 9: Govern effectively
Principle 10: Embed resilience
Contributors
Endnotes
3
4
8
11
13
16
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24
27
30
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36
37
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Disclaimer
This document is published by the
World Economic Forum as a contribution
to a project, insight area or interaction.
The findings, interpretations and
conclusions expressed herein are a result
of a collaborative process facilitated and
endorsed by the World Economic Forum
but whose results do not necessarily
represent the views of the World Economic
Forum, nor the entirety of its Members,
Partners or other stakeholders.
Ten Principles for Sustainable Destinations: Charting a new path forward for travel and tourism 2
Executive summary
The World Economic Forum’s Global Future Council
on Sustainable Tourism has developed the following
principles to guide businesses, governments,
destinations, travellers and resident communities
to better design and manage tourism destinations
and practices for many years to come. Over the
past 50 years, international arrivals have grown from
200 million to close to 1.6 billion. This tremendous
growth in international connectivity and travel has
had countless economic and societal benefits
worldwide, not least the contribution of 10% of
global GDP in recent years and as the generator of
1 in every 10 jobs.
The entire world felt the impact of the global shutdown
in air travel and related tourism services in 2020 due
to the COVID-19 pandemic. Those destinations that
depend heavily on international tourism for economic
prosperity and development have suffered the most.
While recovery is underway, many stakeholders
paused to reconsider how the aviation, travel and
tourism sector can emerge together from the
major shutdowns in a better position to advance
a more resilient, sustainable and equitable sector,
one that puts people and planet at its core and
prevents patterns such as overcrowding, resident
dissatisfaction, and resource degradation and
depletion from being the regular spill over effects of
rapid tourism development.
The experts of the Global Future Council on
Sustainable Tourism sought to combat several trends
in travel and tourism management and design:
Overcrowding, mismanaged growth, the
degradation of natural and cultural assets and
the unequal distribution of benefits to local
economies and across value chains are in many
instances harming the tourism sector and its
potential benefits.
Travel and tourism investments and behaviours
have not adequately accounted for the value
of the natural environment on land and in
the oceans. Acknowledging and quantifying
the inherent tourism and economic value of
protected areas and natural assets are crucial
to preserving the long-term value of tourism for
travellers and businesses alike.
The urgency of climate action can no longer
be ignored and the tourism industry has seen
increased awareness and action in the face of
this urgent need. Actions and investments are
required to avoid further significant disruptions
in the travel and tourism sector as it can be
particularly vulnerable to climate impacts.
The principles contained herein are interconnected
by design and usefully aligned to the United Nations
Sustainable Development Goals (SDGs). The intent
of the council in articulating these ten principles
is to demonstrate that with adequate governance
and considerate redesign, instead of being at great
risk from future shocks such as loss of biodiversity,
community dissatisfaction and climate impact,
tourism can be an effective vehicle for biodiversity
and heritage conservation, targeted climate action
and the fulfilling of many of the SDGs.
Furthermore, given the diversity of stakeholders
required to achieve such bold change, the
principles endeavour to provide a shared
vocabulary that drives aligned action between
businesses, governments and travellers alike.
Each principle showcases best-in-class innovations
and resources, sharing valuable examples
where cities, regions or countries have already
adopted practices that preserve the local heritage
and natural resources, incentivize responsible
behaviours from businesses and travellers,
foster equitable local economic development,
monitor progress and impact scientifically, and
calibrate services and governance practices
to ensure the resilience and longevity of the
people, places and processes that will preserve
these destinations for decades to come.
The travel and tourism sector can be an effective
vehicle to achieve biodiversity and heritage
conservation, targeted climate action and the
fulfilment of the Sustainable Development Goals.
Ten Principles for Sustainable Destinations:
Charting a new path forward for travel and tourism
September 2022
Ten Principles for Sustainable Destinations: Charting a new path forward for travel and tourism 3
TenPrinciplesforSustainableDestinations:ChartinganewpathforwardfortravelandtourismWHITEPAPERSEPTEMBER2022ContentsExecutivesummaryIntroductionPrinciple1:CertifyandmonitorscientificallyPrinciple2:CultivatetheworkforcePrinciple3:PrioritizecommunitiesPrinciple4:AlignvisitorsPrinciple5:ProtectheritagePrinciple6:ProtectnaturePrinciple7:ProduceandconsumeresponsiblyPrinciple8:CalibrateinfrastructurePrinciple9:GoverneffectivelyPrinciple10:EmbedresilienceContributorsEndnotes3481113161921242730323637Images:GettyImages©2022WorldEconomicForum.Allrightsreserved.Nopartofthispublicationmaybereproducedortransmittedinanyformorbyanymeans,includingphotocopyingandrecording,orbyanyinformationstorageandretrievalsystem.DisclaimerThisdocumentispublishedbytheWorldEconomicForumasacontributiontoaproject,insightareaorinteraction.Thefindings,interpretationsandconclusionsexpressedhereinarearesultofacollaborativeprocessfacilitatedandendorsedbytheWorldEconomicForumbutwhoseresultsdonotnecessarilyrepresenttheviewsoftheWorldEconomicForum,northeentiretyofitsMembers,Partnersorotherstakeholders.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism2ExecutivesummaryTheWorldEconomicForum’sGlobalFutureCouncilonSustainableTourismhasdevelopedthefollowingprinciplestoguidebusinesses,governments,destinations,travellersandresidentcommunitiestobetterdesignandmanagetourismdestinationsandpracticesformanyyearstocome.Overthepast50years,internationalarrivalshavegrownfrom200milliontocloseto1.6billion.Thistremendousgrowthininternationalconnectivityandtravelhashadcountlesseconomicandsocietalbenefitsworldwide,notleastthecontributionof10%ofglobalGDPinrecentyearsandasthegeneratorof1inevery10jobs.Theentireworldfelttheimpactoftheglobalshutdowninairtravelandrelatedtourismservicesin2020duetotheCOVID-19pandemic.Thosedestinationsthatdependheavilyoninternationaltourismforeconomicprosperityanddevelopmenthavesufferedthemost.Whilerecoveryisunderway,manystakeholderspausedtoreconsiderhowtheaviation,travelandtourismsectorcanemergetogetherfromthemajorshutdownsinabetterpositiontoadvanceamoreresilient,sustainableandequitablesector,onethatputspeopleandplanetatitscoreandpreventspatternssuchasovercrowding,residentdissatisfaction,andresourcedegradationanddepletionfrombeingtheregularspillovereffectsofrapidtourismdevelopment.TheexpertsoftheGlobalFutureCouncilonSustainableTourismsoughttocombatseveraltrendsintravelandtourismmanagementanddesign:–Overcrowding,mismanagedgrowth,thedegradationofnaturalandculturalassetsandtheunequaldistributionofbenefitstolocaleconomiesandacrossvaluechainsareinmanyinstancesharmingthetourismsectoranditspotentialbenefits.–Travelandtourisminvestmentsandbehaviourshavenotadequatelyaccountedforthevalueofthenaturalenvironmentonlandandintheoceans.Acknowledgingandquantifyingtheinherenttourismandeconomicvalueofprotectedareasandnaturalassetsarecrucialtopreservingthelong-termvalueoftourismfortravellersandbusinessesalike.–Theurgencyofclimateactioncannolongerbeignoredandthetourismindustryhasseenincreasedawarenessandactioninthefaceofthisurgentneed.Actionsandinvestmentsarerequiredtoavoidfurthersignificantdisruptionsinthetravelandtourismsectorasitcanbeparticularlyvulnerabletoclimateimpacts.TheprinciplescontainedhereinareinterconnectedbydesignandusefullyalignedtotheUnitedNationsSustainableDevelopmentGoals(SDGs).Theintentofthecouncilinarticulatingthesetenprinciplesistodemonstratethatwithadequategovernanceandconsiderateredesign,insteadofbeingatgreatriskfromfutureshockssuchaslossofbiodiversity,communitydissatisfactionandclimateimpact,tourismcanbeaneffectivevehicleforbiodiversityandheritageconservation,targetedclimateactionandthefulfillingofmanyoftheSDGs.Furthermore,giventhediversityofstakeholdersrequiredtoachievesuchboldchange,theprinciplesendeavourtoprovideasharedvocabularythatdrivesalignedactionbetweenbusinesses,governmentsandtravellersalike.Eachprincipleshowcasesbest-in-classinnovationsandresources,sharingvaluableexampleswherecities,regionsorcountrieshavealreadyadoptedpracticesthatpreservethelocalheritageandnaturalresources,incentivizeresponsiblebehavioursfrombusinessesandtravellers,fosterequitablelocaleconomicdevelopment,monitorprogressandimpactscientifically,andcalibrateservicesandgovernancepracticestoensuretheresilienceandlongevityofthepeople,placesandprocessesthatwillpreservethesedestinationsfordecadestocome.Thetravelandtourismsectorcanbeaneffectivevehicletoachievebiodiversityandheritageconservation,targetedclimateactionandthefulfilmentoftheSustainableDevelopmentGoals.TenPrinciplesforSustainableDestinations:ChartinganewpathforwardfortravelandtourismSeptember2022TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism3IntroductionSustainabledestinationsarevitaltoachievingtheSustainableDevelopmentGoals.Thetravelindustryhashadanunprecedentedjourneyoverthelastfewdecades.Fromthe1970sto2019,internationaltouristarrivalsgrewfrom200millionto1.6billion.Asaresult,manyplacesstruggledwithovertourismandtheresultingresidentdissatisfaction.Otherplacesstruggledtoattracttourismandcapturethatcapitalforlocalconservationandcommunities.In2020,duetotheCOVID-19pandemic,tourismcametoanunprecedentedstopglobally.Thesectorwasoneofthehardesthitbypandemic-relatedborderclosuresandpublichealthmeasures,whichlefttourismbusinessesandtourism-driveneconomiespermanentlychanged.Whiletherearepositivesignsofrecovery,businessandleisuretravellersalikehavebecomemorediscerningandmorecautiousabouttheimpactoffurtherCOVID-19developmentsorrelatedtraveldisruptionsandincreasinglyconsiderateoftheimpactoftheirtravelchoicesonclimate,theenvironmentandcommunities.Asgovernmentsandbusinessescautiouslyreconsiderinvestmentstrategies,riskmitigationandhowtomanagecontinueddemandvolatility,thereisnobettertimefordestinationstoinventorytheirassetsandmakeplanstorestoreandshapetheconditionsandmanagementofplacesforthelongrun.Tourism’sastoundinggrowthinthepast50yearshascontributedsubstantiallytoglobaljobcreationandeconomicdevelopment;butaswithmanysectors,ithasnotbeenwithoutimpactontheglobalclimatecrisis,biodiversityandtraditionalwaysofpreservingenvironmentsheldbycommunitiesworldwide.Withadequategovernanceandconsiderateredesign,tourismcaninsteadbeaneffectivevehicleforbiodiversityconservationandclimateactionandhelpfulfiltheUnitedNation’sSustainableDevelopmentGoals(SDGs).TheWorldEconomicForum’sGlobalFutureCouncilonSustainableTourismhascollectivelydevelopedtheseTenPrinciplesforSustainableDestinationstoguidepolicy-makers,businessesanddestinationmanagementcompaniestoenablepositiveplanningandbehaviourchangetorestoredestinationsandoptimizetheirofferingsforasustainablefuture.TheprinciplesareusefullyalignedwiththeSDGssothattheycanbeintegratedmeaningfullyintoexistingorcomplementaryinitiativesorplanningprocessesthatseektoachievetheGlobalGoals.internationaltouristarrivalsin20191.6billionTenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism4Worldinternationalpassengertrafficevolution,1945-2020FIGURE1ThoughtfulandinclusivedestinationmanagementcanshapethesustainablefutureoftourismDestinationsarethenucleioftourism–thelandingpadsuppliedbyaplaceforthetravellertoexperienceandconsume.AccordingtotheUnitedNationsWorldTourismOrganization(UNWTO),“themaindestinationofatourismtripisdefinedastheplacevisitedthatiscentraltothedecisiontotakethetrip”1andiscloselyassociatedwiththepurposeofthetrip.Therefore,destinationmanagementgreatlyinfluencesformsoftourism,tourismdemandanditsimpact.Thesustainablemanagementofdestinationsisatthecoreofasustainablefutureforthesector.Itistheresponsibilityoftheplaceaswellasthevaluechainofthestakeholderssupportingthetravelexperienceofthatplace.Travellersshouldalsobepartofthesestakeholderssincetheirbehaviourhasanenormouseffectondestinationsandtheirsustainabledevelopment.Traditionallygovernmentsortourismbodieshavespentfarmoreondestinationmarketingthanondestinationmanagementandthismustchange.Destinationsdrawonabundleofdemanddrivers,resourcesandassetslikenature,culture,existingcapitalandinfrastructuretoattracttravellers.Yettheyoftendon’treinvesteffectivelyintothoseassetsaspartoftheoverallbusinessmodelforadestination.Ifnotmanagedwell,thoseassetscanbeoverexploitedanddestroyed.Differentactorsparticipate,knowinglyandoftenunknowingly,positivelyandnegatively,inshapingadestination’sdevelopmentpaththroughtheirdecisionsandbehaviour.Destinationdevelopmentimpactsthesocial,naturalandeconomicenvironment.Alldestinationsaremanaged–implicitlyandexplicitly.Toooften,thereisadecentralizednon-coordinatedapproachwhenactorsliketouristsdemandactivitiesofindependentcompaniesthatofferserviceswithoutconsideringpositiveornegativeexternalitiesonthedestination(theproverbialtailwaggingthedog.)Ideally,thereisexplicitmanagementinvolvinganinclusivedestinationdevelopmentplanwithapurpose,visionandstrategy–withcoordinatedmechanismsthatalignthebehaviourofactors,controltheuseofresourcesandcoordinatethevisitorflowandexperience.The10principlespresentedinthispaperprovideguidance,bestpracticesandpossibletoolsforstakeholderstocollaborativelyandeffectivelyreconsiderhowtheymanageadestination,deliberatelyandproactivelydesigningfortheresilienceandsustainabilityoftheplace,thepeopleandtheproductsitincludes.Destinationsdrawonabundleofdemanddrivers,resourcesandassetslikenature,culture,existingcapitalandinfrastructuretoattracttravellers.Yettheyoftendon’treinvesteffectivelyintothoseassetsaspartoftheoverallbusinessmodel.Numberofpassengerscarried,millions2004006008001,0001,2001,4001,6001,8002,00001945195019601970197519651955198019851990199520002005201020152020OilcrisisIran-IraqwarGulfcrisisAsiancrisis9/11terroristattackSARSFinancialcrisisCOVID-19pandemic-44%to-80%declineininternationalpassengersin2020Source:TheWorldBank,basedonInternationalCivilAviationOrganization(ICAO)AirTransportReportingFormAandFormA-SplusICAOestimates,https://data.worldbank.org/indicator/IS.AIR.PSGR.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism5SustainabledestinationsFIGURE2PartnershipsforthegoalsLifeonlandLifebelowwaterClimateactionResponsibleconsumptionandproductionSustainablecitiesandcommunitiesReducedinequalitiesIndustryinnovationandinfrastructureDecentworkandeconomicgrowthAffordableandcleanenergyCleanwaterandsanitationGenderequalityQualityeducationGoodhealthandwell-beingZerohungerNopovertyPeace,justiceandstronginstitutions23333368883348144671041010principles17SDGs95129106710810674610710574562310522445104TenprinciplesandtheirrelationshiptotheSustainableDevelopmentGoalsFIGURE312345CertifyandmonitorscientificallyCultivatetheworkforcePrioritizecommunitiesAlignvisitorsProtectheritage678910ProtectnatureProduceandconsumeresponsiblyCalibrateinfrastructureGoverneffectivelyEmbedresilienceSource:BasedontheUnitedNationsSustainableDevelopmentGoals,https://sdgs.un.org/goalsTenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism6Donewell,destinationmanagementbothprotectsaplaceandthebusinessesthatrelyonthetravelindustry.Donepoorly,iterodesaplace,itsbusinessesandeveryone’s–includingresidents’–experience.Thepre-pandemicglobaltravelboomuntil2019showedthepossibleimpactsthechallengesofinsufficientdestinationmanagementmighthave,withconsequenceslikeovertourismandthedegradationofassetsasmorevisibleeffects.Theimpactsofpoordestinationmanagementcanincludeoverexploitationofculturalandnaturalresources;negativeeconomicimpactsoncommunitieslikeinflation,pricebubblescreatedbytourists’higherpurchasingpower,andlossoflivelihoods;theoveruseofinfrastructureleadingtodangerouslocalconditions;alackofconnectingvisitorrevenuewithlocalcommunitiesforlong-termjobcreationandsustainablelivelihoods;backlashandangerwhereresourcesareskewedtowardsvisitorsversuslocals;orfeelingsofalackofcontrolaslocalcommunitiesbearthecostsofnotbeingincludedindestinationdesignandmanagement.Theuncertaintiesofthepandemicthrough2021andthebeginningof2022havegivendestinationsaonce-in-a-lifetimemomenttoresettheirtrajectoryforasustainablefuture.ThispauseinbusinessasusualsinceCOVID-19hasalloweddestinationssometimetodotheinclusiveconceptualwork,allocateresourcesandadjustbusinessmodelsbeforetravellersreturninfull.These10principlesaresetouttoguidedecision-makersintheirpursuitto“buildbackbetter”.Donewell,destinationmanagementbothprotectsaplaceandthebusinessesthatrelyonthetravelindustry.Donepoorly,iterodesaplace,itsbusinessesandeveryone’sexperience.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism7CertifyandmonitorscientificallySustainabledestinationsimplementstandards,certificationsandabalancedsetofevidence-basedmetricstoenablethetransitiontoamoresustainable,inclusiveandresilientsector.PrincipledefinitionTheneedTheresetpathTourismbusinessesusenumerouskeyresultstomeasureandsettargetsfortheiroperations,managementandfinance.Destinationsroutinelyestablishandmonitorperformanceindicatorssuchasinvestment,roomsupply,internationalanddomesticaircapacity,visitornumbersandexpenditure.Sustainabledestinationscomplementthesetraditionaloperationalandeconomicindicatorswithscientificandevidence-basedmeasurementsofindicatorsandkeyresultsthatdemonstratethecontributionoftourismactivitiestopeople,planetandprosperity.Theseincludesocialandculturalindicators,environmentalindicatorsandadditionaleconomicindicatorsastheyrelatetolocallivelihoods,alleviatingpoverty,sustainingthevalueofculturalandnaturalassets,andbuildingtheprosperityofthelocalcommunitymorebroadly.Finally,sustainabledestinationsemploystandardsandcertificationstoincentivizetheadoptionofsustainabilitypracticesandthemeasurementthereof.Tourismbusinessescontinuallyupdateshort-,medium-andlong-termobjectivesandperformanceindicatorstosurviveandprosper.Theyarealsoincreasinglyadoptingenvironmental,socialandcorporategovernanceframeworksfortheiroperations.Standardsandcertificationsprovideguidingprinciplesthatdefinetheimplementationofsustainabletourismatindustryanddestinationlevels.Consistencyisrequiredtoachieveacommonunderstandingofsustainabilitythatgovernments,businessesandtravellerscanrelateto.Forthetourismsectortoprosperandsurviveintherapidlyevolvingglobalgreeneconomy,allitscomponentswillneedtosetsustainabilityobjectivesand–importantly–putinplaceprocessestomeasuretheseobjectivesthroughadequateindicators.Insum,sustainabledestinationsmustensuremeasurementsarescientificandleveragecertificationstomanageandshapethesector’stransformationandadapttochallengessuchasclimatechange,biodiversityloss,resourcedepletion,over-tourism,pandemics,digitaldisruption,growinginequality,remotedestinationpovertyandrapidlychangingconsumerdemand.TheCOVID-19pandemichasreinforcedtheimportanceofgoodsciencetoglobalsurvival.Italsoprovidesanunprecedentedmarketandsystemicresetforvisitors,businesses,destinationsandnation-statestoworktogethertoenhancethewell-beingoflocalpeople,protecttheplanetandbuildmoreresilientandprosperousdestinationsgoingforward.ThepathofchangerespondstotheUNWTO’scalltorebuildtourismsustainably.Inthissetting,standards,certificationsandscientificmeasurementsprovideamethodologytoverifyandreportchangestoachievesustainabilitygoals.Settingambitiousyetachievablegoalsandtargets,andestablishingindicatorsforthesethatarecontinuallymeasuredandmonitored,willbethekeytosuccess.Principle1TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism8BehaviourchangeCasestudiesandbestpracticesDestinationsManyinternationalandnationalorganizationshavedevelopedsetsofsustainabletourismindicatorsfocusedontourism’spositiveandnegativeimpactsoncommunitiesandtheenvironmentatadestination,broadeningtraditionaleconomicmeasures.Destinationshaveaprimaryroleinpromotingthebroaderadoptionofstandardsandcertification,incentivizinganindustrythatisreadytodrivechange.Inthisreset,integratingstandardsandcertificationsusedbythefinancialsectorwillalsobeneededtodrivesustainableinvestmentandaddresscross-borderissues.Destinationsdiffer;althoughsomeindicatorswillapplyuniversally,somewillbespecifictoindividualdestinations–skitourismdiffersfromcoastalandmarinetourismorcityevents.Hence,mostindicatorsystemsrecommendcoreandsupplementaryonesandarebasedonaninitialparticipatorystrategicplanningexercisetoidentifythedestination’ssustainabilityneedsandobjectives.Similarly,standardsandcertificationsneedtohaveadynamicdevelopment-orientedcomponentthatalignswithdevelopmentgoals,payingrespecttothedifferentcontextsandpositionsonthedestination/industrydevelopmentpathandthereforeallowingfordiversityinthecontextsofhowthestandardsarefulfilled.TravellersRecognizingthevaluetravellersarenowputtingonsustainableexperiences,certifyinginstitutionscanactasthird-partyverifierstoensuretheadoptionofstandardsandcertificationsthatareeasytounderstandandthattravellerscanembrace.Bymakingpurchasingdecisionsbasedonstandardsandcertifications,travellerscandemandchangeintheindustry.EnterprisesBusinesseslargeandsmallareincreasinglytakingtheircorporatesocialresponsibilities(CSR)seriously.Manybecauseofamoralpurposeandperhapsmanymorerespondingtoinvestors,consumers,employees,governmentsandcivilsocietyinthecommunitieswheretheyoperate–conveyingasociallicensetothebusinesstooperateintheirdestination.Intourism,suchCSRactionstendtofocusonincreasinglocalcommunitybenefit,supportinglocalculturalpracticesandreducingimpactsonclimate,biodiversity,waterandwaste,amongothers.Businessescommittedtofosteringsustainabledestinationsintegratetherelevantsustainabilityandresiliencetargetsandmeasurementsintotheircorebusinessmodel,goingbeyondmereCSRexpectations.TheGlobalSustainableTourismCriteria(GSTC)forIndustryandDestinationsserveasaglobalstandard,theminimumbaselinetowhichallstandardsshouldadhere.Tonavigatecertifications,theGlobalSustainableTourismCouncilhasalignedwithAssuranceServicesInternationaltoverifycertificationsinthemarketplacetomeetInternationalOrganizationforStandardization(ISO)requirementsforcertificationbodies.EcotourismAustralia’seco-certificationcertifiestourismenterprisesworkinginnaturalandprotectedareaswithstronginterpretationvaluesandacommitmenttonatureconservation.Italsohelpslocalcommunitiesgaineco-certificationiftheymeasureandachieveresultsinareassuchasresponsiblemarketing,contributiontoconservation,workingwithlocalcommunitiesandculturalrespectandsensitivity.TheTravalystcoalitionhasdevelopedaframeworkofunifiedstandardsacrossenterprisestoenabletourismoperatorstoberecognizedasmeetingsustainabilitycriteriabuiltonexistingstandardsmechanismslikeGSTC.Thusfar,GoogleandBooking.comhaveimplementedthefirstversionoftheframeworkasitrelatestoaccommodation,supportingcustomerstomakemoresustainablechoices.TheUNESCOSustainableTravelPledge,launchedwithExpediaandpilotedinThailand,incentivizestheuseofconcretemeasurestopromotesustainabletourismpracticesandheritageconservation.Signatoriesmustsharewhatsustainabilitypracticestheyalreadyhaveinplaceandtheir12-monthplans,providingquantifiableinformationontheirinitiatives.Therearenoclearstandardsforfinancingtourism.However,theInter-AmericanDevelopmentBank’sPrivateSectorDivisionhasdevelopedasetofcriteriatoevaluatesustainabletourisminvestment.TheAsianDevelopmentBankandtheEuropeanBankforReconstructionandDevelopmenthaverecentlydevelopedcriteriafocusingoncoastalandoceantourisminvestments,althoughtheyarenotyetpublished.Businessescommittedtofosteringsustainabledestinationsintegraterelevantsustainabilityandresiliencetargetsandmeasurementsintotheircorebusinessmodel.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism9Principle1:CertifyandmonitorscientificallyTABLE1ToolsResourcesResearchTheGlobalSustainableTourismCouncilmanagestheGlobalSustainableTourismCriteria,whichneedtobefollowedtobeinternationallyrecognizedforfollowingsustainabletourismpractices.TheISEALCodeofGoodPractice,publishedin2014bytheISEALAlliance,providesguidanceonsettingsocialandenvironmentalstandardsthatmeetinternationalguidelines.TheHandbookforSustainableTourismPractitioners–TheEssentialToolbox,editedbyAnnaSpenceley,addressescertificationauditsupport,certificationbodies,certificationgovernance,andcertificationprocesses,programmes,requirements,schemesandsystems.GriffithUniversityandtheUniversityofSurreydevelopedtheGlobalSustainableTourismDashboardtoprovidebroaderinsightintohowthesectoriscontributingtokeysustainabilitygoalsonindicatorsincludingpovertyalleviation,protectedareas,genderequalityandcarbonemissions.TheEuropeanCommissionhasdevelopedtheEuropeanTourismIndicatorSystemtoolkitforsustainabledevelopmentmanagement,includingamanagementtool,amonitoringsystemandasetofcasestudies.TheGlobalDestinationSustainabilityIndexbenchmarksandincentivizestheimprovedsustainabilityperformanceofadestinationasalignedtotheSDGs.TheScienceBasedTargetsinitiativeprovidesapathwayforcorporationstoreducetheirGHGemissions.ItsBusinessAmbitionfor1.5°Ccampaign.callsoncompaniestocommittoscience-basedemissionstargetsaccordingtoguidancefordifferentsectors.Overtourism:LessonsforaBetterFuture,editedbyMarthaHoneyandKelseyFrenkie,includesasectiononstandardsandcertificationsintheDestinationGovernancechapterTheEuropeanCommissionpublishedaregulationin2020providingforaTaxonomyforSustainableActivitiesthatclassifiesenvironmentallysustainableactivitiesacrosseconomicsectorsanddefinesminimumstandardstoqualifyas“green”.Purelyvoluntary,thestandardsaimtoorientthefinancialmarketstosupportmoresustainableinvestments.TheSustainableTourisminAfrica:StandardsasEssentialCatalystsnoteisausefulcompendiumofhowstandardscanhelpimproveenvironmentalandsocialissuesassociatedwithtourismandcatalysetourismactivitiestogeneratebenefitsfordestinations.TheWorldEconomicForum’sTravelandTourismDevelopmentIndex2021benchmarks117countrieson112indicatorsdepictingtheirperformanceinsustainableandresilienttourism.TheUNWTOhasestablishedaWorkingGroupofExpertsonMeasuringSustainableTourismthatisworkingtodevelopaStatisticalFrameworktomeasurethesustainabilityoftourism,resultinginadraftforconsultation.TheWorldTravelandTourismCouncilandSUNxhavelaunchedtheMaltaClimateFriendlyTravelRegistrymetrics,whichallowtravelandtourismorganizationstotransparentlyandprogressivelydeclaretheadvancementoftheircarbonreductionambitionsthroughto2050.Black,R.&Crabtree,A.(Eds.),2007,Qualityassuranceandcertificationinecotourism.Thisisausefulcompendiumoftoolsandcasestudiesontheroleofcertifications,codesofconductandindicatorsinecotourism.Kotsovos,D.,2016,Towardssustainabletourismindicators:LinkingtheCanadianTourismSatelliteAccount2012withtheCanadianSystemofEnvironmental-EconomicAccounts,preparedforthe14thOECDGlobalForumonTourismStatistics.Whittlesea,E.,Becken,S.,Jago,L.,&Pham,T.,2019,ANewIndicatorFrameworkforAustralia’sVisitorEconomy,GriffithUniversity.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism10CultivatetheworkforceSustainabledestinationsnurtureandretainamotivatedandtrainedworkforcetodeliverservicesatthequalityandefficiencyrequiredwhileensuringworkerssharethevaluesandpurposeassociatedwithpursuingsustainableandresilientdestinations.PrincipledefinitionTheneedAsaserviceindustrygearedtowardscustomerenjoymentandsatisfaction,thetourismsectormustalwaysensurealevelofservicequalitythatmeetshighexpectations.Thisneedisreinforcedbythesustainabilitydrive,whichcanonlybedeliveredwithstaffthatharbourbothasenseofpurposeandprovenskills.Itisthereforecriticalforsustainabledestinationstocultivatetheirworkforcethroughengagement,empowerment,trainingandattractiveemploymenttermsandconditions.TheCOVID-19pandemichassignificantlyimpactedemploymentinthetravelandtourismsector.AccordingtotheInternationalLabourOrganization(ILO),thesectorcomprisedgloballysome334millionjobspre-COVID-19,30%ofwhichwerepartofmicroenterprises(lessthan10staff),54%heldbywomen(vs39%inglobalemployment)andwithmoststaffunder35yearsofage.2Thepandemictriggeredeconomiccollapseforthesector,withafallof74%ininternationalarrivals,amultitudeofbusinessesfailingandjoblossesrepresenting18.5%ofthesector,some62millionjobs.3TheperiodfollowingthebulkofCOVID-19lockdownsisalsoaffectedbytheso-called“greatresignation”phenomenon,whichishittingthetourismsectorhardasmanystaffhaveeitherswitchedtoothersectors(duetofasterreopening,betterworkconditions,newaspirations,etc.)orstoppedworkingaltogether.AnanalysisbytheWorldTravel&TourismCouncilfocussingonsixmajorcountrydestinationssuggestsshortagesrangingfrom9%to18%comparedtolabourdemandinthesecondhalfof2021.4Andday-to-dayempiricalevidenceallowseveryonetoobserveflightscancelledforlackofgroundhandlingpersonnelandrestaurantsandhotelsonlypartiallyopenduetostaffshortages.Cultivatingtheworkforceisthereforeafundamentalenablingfactorforthesectortothriveandmeetsustainabilityprinciples.Principle2jobsinthetravelandtourismsectorgloballypre-COVID-19334millionTheresetpathEvenbeforetheCOVID-19pandemic,severalsystemicissuesaffectedthetourismsector’sattractivenesstoworkers.Theseincludeexcessivelylongworkinghours,antisocialshifts,lowwages,highturnover,limitedoralackofsocialprotections,theextentofjobinformality,andgenderdiscrimination.TheWorldTravel&TourismCouncilprojectsan18%riseinjobsasthetourismsectorreopensfastin2022,takingtheglobaltallyclosetopre-pandemiclevels.Theselegacyfactorsrepresentadragonthesector’sabilitytofullyrecover,attractbackthelabourrequiredandgrowfurtherinthefuture.Theyalsomagnifythesustainabilitychallengesfacingtourismastheavailabilityandengagementoftheworkforceiscrucialtoimplementingthenecessarychangesinthispeople-facingbusiness.Therefore,reformandbehaviourchangemustaddressthesechallengesimmediatelytoalleviateconstraintsandpavethewayforamoresustainablefuture.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism11BehaviourchangeCasestudiesandbestpracticesEnterprisesEmployeesareincreasinglyseekingcontrolovertheirwork-lifebalance,whichcanbechallengingtoachieveinshiftorservicework,aswellasgreaterjobsecurityandsocialprotectionsinthefaceofjoblosses.Businessesshouldgobeyondremoteworkingastheonlyvehicleforcreatingworkplaceflexibilityandconsiderinnovativeoptionslikecross-trainingteams,empoweringemployeestomakeappropriateschedulechangesorshiftswaps,compressingworkweeksorcreatingpooledpaidtimeoffbanks.Ensuringdecentworkconditionsandfairwagesshouldbefoundationaltofosteringaproductiveworkforceandretainingstaffduringmoreuncertainperiods.Employeesarealsosimultaneouslylookingforsharedvaluesandasenseofpurposefromtheirorganizations,especiallywithnewgenerationsjoiningtheworkforce.Itwillbecomeadifferentiatingfactorforworkplacesandemployerstohavepracticesthatemulatevaluesofequity,inclusiveness,stewardshipoftheplanetandpeopleandclimatealignment.GovernmentsAsthesectortransforms,policy-makerscanplayasubstantialroleinupskillingandreskillingtalentforthetravelandtourismindustry.Governmentschemescansupporttheidentificationanddevelopmentofemergingandin-demandskillsandsupportthediversificationoftrainingthatsupportsamoreflexibleandadaptableworkforce.Effectivepoliciescanalsoincentivizeandpromotelifelonglearningandapprentice-basedtrainingforindividualsinthesector,buildingatalentpipeline.Mostimportantly,policy-makershavealeadingroleinensuringlabourconditionsandworkers’rightsarewellprotected,rollingoutsocialsecurityeffortsanddecentworkconditionsacrossthesector.–The2022ILOreportontheFutureofWorkintheTourismSectoroutlinesacomprehensiveactionplantofosterthetourismsector’sinclusive,safe,fair,resilientandsustainablerecoverybasedonfourpillars:1.Jobcreationengine:leveragewomen,youthandmigrantpopulationsforjobcreation;transitionfromjobinformality;developgreenjobslinkedtothecirculareconomy,eco-tourismandconservation;developskillsandlifelonglearningthroughtechnicalandvocationaleducationandtraining,notablywithrespecttodigitalization.2.Socialprotectionandworkconditions:rolloutsocialsecurityacrossthesector;improveoccupationalhealthandsafety;regulateworkinghoursandpatterns;givedueconsiderationtowork-lifebalance.3.Socialdialogue:recognizetheroleoffreedomofassociationandcollectivebargaining;promotegoodworkplacemanagementandlabourrelations.4.ILOstandards:guaranteerightsatworkinlinewithinternationalstandards,notablyequality,non-discriminationandchildlabour.–SkillsFutureSingapore(SSG),WorkforceSingapore(WSG)andtheSingaporeTourismBoard(STB)havedevelopedtheSkillsFrameworkforTourismtoproactivelypreparethecountry’sworkforceforexpectedtraveldemandbyenablingthemasteryofexistingandemergingskillsandpromotinglifelonglearning.Employeesareincreasinglyseekingcontrolovertheirwork-lifebalanceandgreaterjobsecurityandsocialprotectionsinthefaceofjoblosses.Principle2:CultivateworkforceTABLE2ToolsThe2021WorldTravel&TourismCouncilStaffShortagesreportcoversreskillingandretainingtalentandincludescasestudies.TheInternationalLabourOrganization’s2022reportonThefutureofworkinthetourismsectorprovidesacomprehensiveanalysisofissuesinthesectorpost-COVID-19andoutlinesanactionplantomakeitmoreattractive.TheHarvardBusinessSchoolHiddenWorkers:UntappedTalentreport,updatedin2021,isnotspecifictotourismbutoutlinestheglobaldiscrepancybetweenstaffshortagesandglobalunderemployment.The2021OrganisationforEconomicCo-operationandDevelopment(OECD)reportonPreparingtheTourismWorkforcefortheDigitalFuturefocusesondigitalization,akeydevelopmentfactorfortourism.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism12PrioritizecommunitiesSustainabledestinationsprioritizeandengagecommunitiesinplanningandstewardingatourismdestination.PrincipledefinitionTheneedTheresetpathThewell-beingofresidentsandlocalorindigenouscommunitiesisindisputablyoneofthemaintourismassetsofanydestinationandthuscontributesgreatlytotheintegrityofadestinationandimpactstourismservicesandexperiences.Inclusive,transparenttourismdestinationmanagementplanningprocessesprioritizingcontinuouscommunityengagementlayafoundationtoestablishsharedvalues,asenseofpurpose,asociallicenseandlegitimacy.Inturn,thiscreatesdestinationplansandimplementationstrategiesthatimproveresidentwell-beinginallitsforms,promotetheresiliencyofadestinationandbetterdistributetheeconomicbenefitsoftourismactivityacrossthevaluechain.Italsoelevatesthequalityofthetraveller’sexperienceand,ultimately,thedestination’sbrand.Oneofthefastest-growingfinancialandjobcreationsectorsbeforetheCOVID-19pandemic,tourismpositivelyandnegativelyimpactedlocalcommunities.Itsgrowthexposedfoundationaldestinationmanagementweaknessesonmanylevels,withoutcomessuchaseconomicinequality,financialleakage,housingunaffordability,residentandemployeedissatisfaction,andthedegradationofthecommunity’ssocialfabrichavingadisproportionateimpactonresidentsandlocalcommunities.Intoomanycases,economicdevelopmentandrevenuegenerationindestinationsisconcentratedwithlargerbusinessesandattractions.However,amovetoamoreinclusivecommunity-prioritizingtourismapproachempowerslocalcommunitiesandshouldsupportthedevelopmentoflocalattractions,skillsandsmallandmedium-sizedenterprises,withtheaimofenablingthemoreequitabledistributionofthebenefitsoftourisminthedestination.Thepandemicpresentsanunprecedentedmarketandoccasiontocreaterecoverystrategiesthatemphasizethesocialandculturalwell-beingofcommunitiesasequaltodrivingtheeconomic,infrastructureandbiodiversitybenefitsoftourism.Thereisnosingularroadmapforthecreationofinclusive,sustainabledestinationmanagementandimplementationstrategiesinamulti-sector,multi-layeredenvironmentwithdifferentgovernancemodels,conflictingagendas,sharedvaluesandeconomicenvironments.TheUNWTO,WorldTravel&TourismCouncil,FutureofTourismCoalition,DestinationStewardshipCenterandotherorganizationshaveadvancedCOVID-19recoverystrategiesthatprioritizecommunityengagementandsocialinclusion.5Forexample,theUNWTOadvocatesthreesocialinclusionprioritiesinitsRecommendationsfortheTransitiontoaGreenTravelandTourismEconomy:1.Supportandinvolvevulnerablegroups2.Focusontheneedsofmicro-,small,andmedium-sizedenterprises3.Repurposetourismasasupporterofthecommunity.Principle3Amoreinclusivecommunity-prioritizingtourismapproachempowerslocalcommunitiesandshouldsupportthedevelopmentoflocalattractions,skillsandsmallandmedium-sizedenterprises.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism13BehaviourchangeGovernmentItisinthebestinterestofgovernmentleaderstocreateandsupportaninclusivedestinationplanningframeworkandmanagementpracticesthatdelicatelyincorporateandbalancethecommunity’swell-beingalongsideandequaltotheprotectionofitsnaturalandculturalresources,thefinancialhealthofdirectandindirecttravelservicesuppliers,andthetraveller’sexperience.Allarethedestination’stourismassets.CommunityandindustryItisinthebestinterestsofcommunitiesandthetravelindustrytoadvocateforandparticipateinaholisticdestinationmanagementplanningprocessandprovidecontinuous,constructivefeedbackfordestinationleadersandmanagers.Businessesshouldinvestinenvironmental,socialandgovernancepoliciesandpracticesthatguidetheirinternalproceduresandinfluencesuppliersthroughpracticessuchassustainablesourcing.Additionally,communitiesandthetravelindustryareuniquelypositionedtomarketandoffersustainableexperiencesandeducatetravellersonminimumimpacttravelpracticesbefore,duringandaftertheirtrips.Concretesteps–Establish,strengthenandcodifytourismplanningandinvestmentlawsandregulationstoincentivizestakeholderstofostercommunitywell-beingandinclusion–Buildanetworkofcommunityandindustryleaderstoengagestakeholdersandimplementthedestination’svisionandgoals–EndorsetheGlobalSustainableTourismCouncil(GSTC)DestinationStandardasits38destinationcriteriaandindicatorscontributetothe7SDGsandthe2030AgendaforSustainableDevelopment–Establishresidentsatisfactionkeyperformanceindicators(KPIs)/metricstoestablishandmeasurecommunitywell-being–Createaninclusivecommunity-drivendestinationmanagementplanningprocess,startingwithpositionsofalignmentandremovingparticipation/engagementbarriers–Allocateresourcesforcapacitybuildingandtechnicalassistance–Createaplatformforfrequentstakeholderconsultationandsocialsafeguardstomanageriskandimproveoutcomes.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism14Principle3:PrioritizecommunitiesTABLE3ToolsResourcesTheGlobalSustainableTourismCouncilDestinationCriteriaandIndicatorsprovidecriteria,indicatorsandKPIsforcommunityandsocialwell-beingassignpoststomeasureandvalidateprogress.TheUNESCOWorldHeritageSustainableTourismToolkitincludesaguideforengaginglocalcommunitiesandbusinessestounderstandandaccessthemutualbenefitsofmoresustainabledestinations.TheGuidelineforOrganizingWorkshopstoGreentheTourismValueChainpublishedbyGIZ(GermanCooperation–DeutscheGesellschaftfurInternationaleZusammenarbeit)in2015isanexcellentresourcefordesigningandconductingmultistakeholder,inclusive,tourismdevelopmentandmanagementplanningworkshops.TheWorldBank’sEnvironmental&SocialFrameworkmakesimportantadvancesinareassuchastransparency,non-discrimination,publicparticipationandaccountability–aswellasbiodiversityconservationandindigenouspeoples.TheIFC’sStakeholderEngagement:AGoodPracticeHandbookforCompaniesDoingBusinessinEmergingMarketsspecificallytargetsengagementwithstakeholdergroupsthatareexternaltoabusiness’scoreoperations,suchasNGOs,localauthoritiesandaffectedcommunities.TheIFC’sEnvironmentalandSocialPerformanceStandardshelpidentifyrisksandavoid,mitigateandmanagethemtodobusinessmoresustainably.Thesustainabilitycriteriaincluderiskmanagement,labour,resourceefficiency,community,landresettlement,biodiversity,indigenouspeopleandculturalheritage.TheWorldWildlifeFoundationdevelopedanEnvironmentalandSocialSafeguardsFrameworkbasedontheprinciplesandguidancecontainedintheIFCandWorldBankstandardsandframeworkandthatappliestoallinvestmentpolicyfinancingprojects.CasestudiesandbestpracticesThe2022DestinationStewardshipReportfromtheDestinationStewardshipCenterandGSTCCenterprovidesGSTC-certifieddestinationprofileshighlightingplanningandimplementationbestpractices.TheHawaiiTourismAuthority’sHawai‘iIslandDestinationManagementActionPlan2021–2023isacommunity-basedtourismmanagementplanwitharesidentsentimentassessment,situationalanalysis,visionanddetailedactionplan.TheGeorgeTown(Penang,Malaysia)heritagemanagementcommittee(GTWHI)haslaunchedtheLifeafterCovid19programmetoprovidedigitalmarketingsupportforlocalbusinessesthataremorethan10yearsold,one-offfinancialreimbursementfortherepairofheritagepremisesandsupportforculturalheritagepractitionersbyproducingvideosthatshowcasetheirskills,knowledgeandcrafts.TheBhutanTourismCouncilandGrossNationalHappinessCentreprovideaGrossNationalHappinessIndextomeasurethepopulation’swell-beingandascreeningtooltoevaluateandmonitordevelopmentprojectsandpolicies.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism15AlignvisitorsSustainabledestinationsadequatelymanagevisitorsinlinewiththeircarryingcapacityandenablevisitorstochooseandactsustainablythroughmarketing,education,managementandmonitoring.PrincipledefinitionTheneedTheresetpathVisitorsarethecentreofthetourismexperience.Theyhavethepowertoencouragetraveltobeaforceforgoodwhileminimizingtheirimpactonthedestinationsinwhichtheyareguests.Throughvisitorengagementstrategies,resourceconsumptionandwastecanbereducedconsiderablyandthetourismexperiencecanbecomeanenablerofeducationforsustainabilityandcontributetopositiveeffectsinthelocalcommunity.Sustainabledestinationsenablevisitorstomakesustainablechoicesthroughadequatemarketingandeducationandbygeneratingawarenessofpossibleadverseimpacts.Destinationmanagersalsocreatemechanismstomeasure,support,monitorandrewardsustainablevisitorbehaviour,actingswiftlywhensafetyandsustainabilityareendangered.Thesemechanismscanbebestachievedthroughcollaborationswithindustrypartners,whichaligntheirmarketingandactionsaccordingly.Theadequateplanningandmanagementofvisitorsshouldavoidcongestion,considerthecarryingcapacityatthedestinationandactivelyseektopromotestrategiestospreadoutvisitorstoloosenseasonalitypatterns.BeforeCOVID-19,destinationshadstartedtotakemoreproactiveapproachestovisitormanagementinresponsetotheadverseeffectsproducedbyovercrowdingandovertourism.Thisincludesmanagingvisitorflowsbyspreadingthemacrosstime,reducingseasonalityandspacetoavoidcongestion.Destinationsalsoneedtoeducatevisitorsonhowtoreduceenvironmentalandsocialimpactsatthedestinationlevelandhighlightwaystheycanproducepositiveimpactsbysupportinglocalconservationeffortsthatbenefitbothpeopleandnature.Visitors,inturn,representastandaloneforcesincetheycanproactivelymakedecisionstochooseexperiences,productsandsitesbasedonsustainabilitycriteriaandstayengagedaftertheyleave.Theneedforinnovativeapproachestomanageandeducatevisitorscomesfromtheuniquecharacterofthetourismexperience,inwhichpositiveoutcomescantrulybeachievedonlyifvisitorscontributetosustainabilitygoals.Thiscanoccurwhenvisitorsalignthemselveswithsustainabledevelopmentbychoosingsustainableservicesandreducingtheimpactoftheirconsumption.Meanwhile,destinationmanagersandindustryshouldstrivetoofferandpromotewaysvisitorscancontributetosustainability.TheCOVID-19pandemichasincreasedvisitors’awarenessoftheneedtotravelmoresustainably.Meanwhile,ithasexposedthosedestinationsthatrelyheavilyontourismwhileatthesametimeprovidingamuch-neededbreaktooceansandnaturalreservoirs.Toensurevisitorsactivelycontributetosustainabilitygoals,destinationsshouldmakesuretocreateguidelinesandmarketingstrategiestoinformandeducatethemaboutenvironmentalandculturalsensitivities.Destinationsshouldbeabletomonitorvisitors’behaviour,understandtourismdynamicsanddevelopinnovativewaysofrewardingpositiveactionsfortheenvironmentandsocietyortostepintopreventadverseimpacts.Visitorscanalsoseekinformationproactivelybeforetravellingtoadestinationandchoosetosupportmoresustainabletourismactivitiesthatcontributetoconservation,povertyreductionorresilience.Widespreadandgrowingawarenessamongthewidertravelcommunitycreatesauniqueopportunitytofindwaystoengagevisitorsandmakethemcontributepositivelytosustainablechanges.Principle4Destinationmanagersandbusinessesshouldcreatemechanismstomeasure,support,monitorandrewardsustainablevisitorbehaviour,actingswiftlywhensafetyandsustainabilityareendangered.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism16BehaviourchangeCasestudiesandbestpracticesDestinationmanagementDestinationmanagersneedtoproducecomprehensivestrategicplanningbasedontheircarryingcapacityandhavemechanismsinplacetounderstandtheirvisitors’behaviourandpreferences.Thisaimstodefinepossiblecorrectiveorrewardmechanismsandimplementcomprehensivemonitoringandmarketingstrategiesforvisitorsbefore,duringandaftertheirstay.Thiscanhelpunderstandtheirneedsandprovideimportantfeedbackonhowtoimproveservicesatthedestinationandindustrylevels.IndustryHotelsandothertourismproductorserviceprovidersshouldfindwaystominimizetheirenvironmentalandsocialimpacts,informandmarkettheirenvironmentallyandsociallyresponsiblestrategies,andengageorevenrewardvisitorsforcontributingtothem.Forvisitorsseekingtotravelmoresustainably,itisimportanttohaveadequateinformationtochooseresponsibly.Waystodisclosesustainablepracticesareemergingviamajorprovidersofintermediatebookingservices.VisitorsTravellersneedtobeawareofthesustainabilitychallengesfacingdestinationsandthattheirbehaviourisessentialtodrivingsustainabilityandimpartingchange.Travellersshouldsignaltotheirtourismprovidersthatsustainabilitymattersandaskquestionsaboutthesustainableandculturallyrelevantactivitiesintheplacestheyvisit.Theycanproactivelyseekinformationbeforetheytravel,choosethesustainableconsumptionoftourismproductsandservicesand,iftheywish,partakeinmakingachangethroughactivitiesandbymaintainingaconnectionaftertheyleave.GreenStepSustainableTourismisacoalitionthatprovidesassessments,programmesandcertificationstohelptourismdestinationsandbusinessesmeasureandimprovetheirsustainabilityperformanceandcreateawarenessamongvisitors.TheyadoptascorecardtoanalysetourismbusinessbasedonGSTCtourismcriteriaandsubscribetoajointpledgetobemoresustainable.Severalinitiativeshavebeenestablishedtoinformtravellersofsustainablechoices.–Booking.comhasstartedtointegratesustainabilityinformationintotheirplatforms.–BookDifferentisoneofthelargestonlinetravelagentsprovidingresponsibletourismoptionsbasedonverifiedsustainabilityindicatorsusingtheGSTCindex.–Goodwingsallowstravellerstoautomaticallyoffsettheircarbonemissionswhentheybook.–RegenerativeTravelisacoalitionthatinformstravellersoftheirimpactandprovidessustainabletraveloptionstopositivelycontributetoadestination’senvironmentandsociety.Therearealsoinitiativesthatrewardorengagetravellersinsustainableactions.Forinstance:–TocelebrateWorldWaterDayon22March,HostellingInternationalUSA(HIUSA),anationalnon-profitwithmorethan50hostelsnationwide,hasannouncedTheMillionGallonChallengetoenlistgueststohelpthemsave1milliongallonsofwateroverthenextyear.–VisitScotlandhasdevelopedanActionPlanforVisitorManagementbasedonthreemainpillars:1.Educationandmarketing–topromotesustainabletourismandresponsiblebehaviour2.Operational–tocoordinatevisitorsontheground3.Coordination–tofacilitatecoordinatedstrategyimplementationandmonitoring.Travellerbehaviourisessentialtodrivingsustainabilityandimpartingchange.Travellersshouldsignaltotheirtourismprovidersthatsustainabilitymatters.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism17Principle4:AlignvisitorsTABLE4ToolsResourcesResearchUNESCO’sGeoparkManagementToolkithasasectiondedicatedtovisitormanagementandengagementthroughmarketing,educationprogrammes,interpretationandcollaborationswithindustryandcommunity.TheGreenTourismToolkitcreatedbytheThanetDistrictCouncilTourismTeamintheUnitedKingdomshowsbusinesseshowtheycanstarttotakesmall,simplestepstowardssustainabilityandprovidesbestpracticesexamples.Italsoshowshowconsumersareconsideringsustainabilityintheirtravelchoices,providingtipsonhowtourismbusinessescanshowcasetheirbestpractices.Linkstotrainingopportunitiesforbusinessesandtheirstaffalsofeature,alongwithsignpostingtofurtherinformationsources.ToolsfromotherorganizationsincludeNationalGeographic’s6WaystoBeamoreSustainableTravelerandtheSustainableTravelGroup’sTop10TipsforSustainableTravel.TransformingTravel:Realisingthepotentialofsustainabletourism,byJeremySmithandpublishedbyCABInternational,providescasestudiesofhotelsthatrewardstheenvironmentalbehaviourofvisitors.Shackley,M.(Ed.),1988,VisitorManagement:CaseStudiesfromWorldHeritageSites,1sted.Thispublicationprovidesresearch,bestpracticesandusefulcasestudiesonvisitormanagement.IUCN,2018,Tourismandvisitormanagementinprotectedareas:Guidelinesforsustainability,Leung,Spenceley,Hvenegaard&Buckley(Eds.),BestPracticeProtectedAreaGuidelinesSeriesNo.27.Thispublicationprovidesimportantguidelinesfornature-basedtourismdestinations.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism18ProtectheritageSustainabledestinationsprotectthecultureandheritageoftourismdestinationsinathoughtfulwaythatensuresthepreservationoftheirhistoric,culturalandnaturalheritage.PrincipledefinitionTheneedTheresetpathTheprotectionofheritagewithinsustainabletourismneedstheearlyinvolvementoflocalpeople.Theyshouldbekeydecision-makersincreatingastructuretoprotecttheiridentityandtheidentityofplaceinawaythatisauthentic,non-intrusiveandensureslongevity.Byensuringthattourisminitiativesareledlocallyandinvolvekeycommunitystakeholders,destinationscanallowvisitorstoenjoyandlearnaboutlocalpracticeswhileavoidingtheerosionofculturalandnaturalheritage.Culturalandnaturalheritagemaybeacriticalsustainablelivelihoodresourceforthelocalpopulation.Theobservationofandinvolvementinlocalculturalpracticesandtraditions,betheyartistic,linguistic,tangiblegoodsorotheruniqueexperiences,isoftenoneofthebiggestappealsofadestinationtonon-localvisitors.Rapidtourismgrowthhascreated,attimes,excessivedemandfortheseexperiences,leadingtostrainsoncommunitiesandthedilutionorlossoftraditionalpracticesandlivelihoodstomeettheneedsofforeignvisitors.Avoidingtheover-commercializationoftraditionalculturalpracticesisessentialtopreservingadestination’sheritage.Tourismshouldalwaysbenefitlocalcommunities,allowingthemtoenjoytheeconomic,ecologicalandsocialbenefitsofsustainabletourismwhileavoidinganylossornegativeimpactontheauthenticityofthesepractices.TheCOVID-19pandemichashighlightedthefragilityofmanycommunities,especiallythosedependentontourism.Ithasalsoallowedforaperiodofreflectionregardingsustainabletourismpracticesandhowtobetterprotectdestinations,manyofwhichhavefelttheimpactsofover-tourismandseenthedilutionorevenlossoflocalcultureinattemptstoappealtomasstourisminrecentyears.Therenewedappetiteanddemandfortravelandtourismthatisnowbeingseenastheworldstartstomovepastthepandemicalongsideincreasingglobalconversationsabouttheimportanceoflocallyledsolutionsforcommunitiespresentawindowtoimplementnewideasthathelpstrengthenandprotectdestinations–botheconomicallyandculturally.Theopportunitytoinvolvekeylocalstakeholdersinthedecision-makingprocessesfortourismwillhelpensurelocalcommunitiesbenefiteconomicallyandwhenitcomestoprotectingtheirheritage.TheUNWTO,WorldTravel&TourismCouncil,FutureofTourismCoalitionandDestinationStewardshipCenterhavecreatedrecoverystrategieswithcommunityengagementandsocialinclusionasacentralpillaroftheirBuildBackBetterstrategies.6Principle5TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism19BehaviourchangeCasestudiesandbestpracticesGovernmentsLocalandnationalauthoritiesshouldfacilitatetangibleandintangibleheritageprotectionandenlistthebroadernetworkofbusinessesthatprofitfromtourism.Governmentsshouldcreatetheappropriateplatformsforfrequentstakeholderconsultationanddesignall-encompassingstrategiestogenerateconservationplanswherealltourismstakeholders,includingvisitors,areawareoftheimportanceofheritageconservationandactivelyseektocontributetoit.DestinationsDestinationmanagersshouldengagewithconservationmanagers.Toooften,tourismmanagersarefocusedmoreonpromotionthanonmanagement.Additionally,theyshouldbuildanetworkofcommunityandindustryleaderstoengagestakeholdersandimplementthedestination’svisionandgoals.Attentionshouldbepaidtoassessingthecarryingcapacityofadestinationaccordingtomeasurementsthataccountforboththepreservationoftangibleheritageassets,whetherbiodiversity,culturallandscapesorhistoricalensembles,andforintangibleheritage,includingcultureandtraditionalbusinesses.Sector-wideTotrulyprotectheritage,stakeholdersmustrecognizethattherearebothtechnologicalandtraditionaltoolsforheritagepreservation.Cultureandtraditionscanincludetraditionalenvironmentalknowledge,whichcanbeembeddedinthemanagementofthedestinationasawholeandeventranslatedintocertainbusinesspractices.Thistraditionalenvironmentalknowledgeinventorycanbecrucialtosustainingclimateresilienceandpromotingaconservationplanthatpreservesbothnatureandculture.Similarly,itisvaluabletocreatelocallyleddocumentationoftraditionalculturalpracticeswhereappropriate.Anarticleon“ThestructuralrelationshipbetweentouristsatisfactionandsustainableheritagetourismdevelopmentinTigrai,Ethiopia”detailsasurveyaimingtodemonstratetherelationshipbetweentouristsatisfactionandsustainableheritagetourismdevelopment.Theresultsshowthatsocio-culturalsustainabilitywasthestrongestpredictoroftouristsatisfaction.AnarticleontheKabakaheritagetrailinUganda(“Bridgingcommunitylivelihoodsandculturalconservationthroughtourism”)demonstrateshowstakeholdersarebridgingcommunitylivelihoodsandculturalconservationthroughtourism.Inrecognizingthefragilityoflocalbusinessesbuiltaroundculturalheritageandtheirexposuretomonetaryriskwhentourismdips,itexplorestheabilityofculturalconservationtoenhancecommunitylivelihoods.Acasestudyon“Locallysituatedrightsandthe‘doing’ofresponsibilityforheritageconservationandtourismdevelopmentattheculturallandscapeofHongheHaniRiceTerraces,China”showsthatvillagersinChinaplaythegreatestroleinsustainingculturallandscapesforcurrentandfuturegenerations.Italsodemonstratesthechallengesthatarisewhenlocalcommunitiesassumeresponsibilityformaintainingtheculturallandscapewithoutbeingabletoacquireappropriatecompensationandshareintheeconomicbenefitsofrelatedtourismactivity.Cultureandtraditionscanincludetraditionalenvironmentalknowledge,whichcanbeembeddedinthemanagementofthedestinationasawholeandeventranslatedintocertainbusinesspractices.Principle5:ProtectheritageTABLE5ToolsResourcesResearchTheUnitedNationsEducational,ScientificandCulturalOrganization(UNESCO)WorldHeritageCommittee’sOperationalGuidelinesfortheImplementationoftheWorldHeritageConventionprovidesclearcriteriaandguidelinesforestablishingasiteorpropertyasaWorldHeritagesite.TheUNESCOWorldHeritageandSustainableTourismProgrammehasestablishedanewapproachwheretourismandheritagemanagementareintegratedatthedestinationlevel,ensuringnaturalandculturalassetsarevaluedandprotected.Theapproachfocusesondialogueandstakeholderengagement.Tosupportthisapproach,theUNESCOWorldHeritageSustainableTourismToolkitfeatures“how-to”guides.UNESCO’sCuttingEdgeBringingculturaltourismbackinthegameprovidesperspectivesonpromotingandgrowingculturaltourisminlightoftheCOVID-19pandemic,withguidelinesonhowtoleverageculturaltourismforeconomicdevelopment.TheEuropeanCommissionsetsoutitspolicyanddefinitionsforculturalheritageanditspolicyonsustainabilityandpreservationofculturalheritage.Jelincic,D.&Tišma,S.,2020,Ensuringsustainabilityofculturalheritagethrougheffectivepublicpolicies,UrbaniIzziv.31.78-87,DOI:10.5379/urbani-izziv-en-2020-31-02-002.Thisarticlepresentsarangeofindicatorsthatcanbeusedtopractiseculturalsustainability:environmental,socio-culturalandeconomicchallengesandactions.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism20ProtectnatureSustainabledestinationsrecognizethatnatureunderpinshealthysocietiesandeconomiesandencouragestakeholderstoprioritizenatureconservation,managementandrestoration.PrincipledefinitionTheneedTheresetpathNatureandbiodiversity–therichdiversityoflifeonEarth–areessentialtohumanity’ssurvival.Itcontributestopotablewater,breathableoxygenandediblefood.DuringtheheightoftheCOVID-19pandemic,peopleworldwidereportedthatbeinginnaturewasimportanttotheirwell-being.Natureandbiodiversitytourismdrivesessentialrevenueforconservationeffortsgloballyandinmanyplacescontributestolocallivelihoodsandalleviatingpoverty.Destinationswherenatureandbiodiversityareprioritizedandaccountedforaresimplymorepleasingtovisitorsthanplacesthatarepollutedanddegraded.Wheretherehasbeentoomuchhumandensityorlackofdestinationmanagement,natureandbiodiversityareseverelyeroded,whichmakestheplacemoreexpensivetomanageovertimeandmuchlessdesirableasadestination.AccordingtoWWF’sLivingPlanetreport,thepopulationsizesofmammals,birds,fish,amphibiansandreptileshaveseenanalarmingaveragedropof68%since1970.Thatcorrelateswithhumanpopulationgrowth,urbanizationandtheexplosionininternationaltourisminthelastfivedecades.Restoringnatureandbiodiversityisalsohalftheclimatesolution.Evenifcarbonemissionsarehaltedtoday,itisnecessarytorestoreforests,peatlands,wetlandsandcoastlinestoabsorbtheemissionsalreadyintheatmosphere.Becausethemostvulnerablepopulationssufferwhennatureandbiodiversityareeroded,restoringthemisanimportantsolutiontogrowingequityissuesaswell.Therearetwoworld-enhancingopportunitiestoprotectnatureandbiodiversity:inplaceswherehumansnolongerlive,nationalparksandcommunityconservancies–tomanagethemwellandexpandthem;andeverywhereelse–toincorporatenatureandbiodiversityinoperationstoensuretheirrestorationandnofurthererosion.Whennatureandbiodiversityareincorporatedasbusinesspartnersintravelandtourism,theyprovidecost-effectivesolutionsandagreatreturnoninvestmentforenjoymentandlongertermprosperity.Supportfornatureandbiodiversityisgrowing.Morepeopleknowitisnecessarytokeephalfofnatureintactforhumanitytohaveenoughtosurvive,yetonly7%oftheoceanand17%oflandareprotected.Butasoftheendof2021,77countriessupportedhaving30%oflandandoceanprotectedgloballyby2030.Businessesarelookingcloselyattheirsupplychainsandbeginningtosetclimate,natureandbiodiversitytargets.Andtheinvestorcommunityistryingtodrivemoredisclosuresothatbusinessescanaccountfornatureandbiodiversityintheiroperations.Thisambitionisalsobeingmatchedinthetravelsectorspanninggovernment,businessandtravellers:theywanttosetstandards,notjusttodolessharmbutdogood.Thekeytoachievingthiswillbetosetambitiousyetachievablegoalsandtargetsandestablishindicatorsthatarecontinuallymeasuredandmonitored.WhileprotectingnatureandbiodiversitymighthavepreviouslybeenseenastheroleofgovernmentsandconservationNGOs,valuingthemisincreasinglyapriorityforbusinessesandtravellers.BusinessesarelearningtoaccountforclimateandnatureintheiroperationsforsmartersupplychainmanagementthroughcollaborationsliketheCapitalsCoalition,Science-BasedNetwork,ProjectDrawdownandRegeneration.Travellersarechoosingdestinationsbasedonsustainabilitycriteriaandthedesiretoknowhowtotravelwithalimitedfootprintandgivebacktolocalcommunityefforts,includingconservation.Principle6averagedropinanimalpopulationsizessince1970-68%TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism21BehaviourchangeCasestudiesandbestpracticesSustainabledestinationsensurethetourismbusinessmodelsupportsandreinvestsbackintonatureandbiodiversityconservationinsteadoferodingit.Destinationmanagers,touroperators,localbusinessesandvisitorsallsharetheresponsibilityforprotectingthemthrougharegenerativemodelbyensuringadequategovernanceusingscience-basedmeasurementsandadoptingnature-basedsolutionsandtraditionalenvironmentalknowledgeandtechnologiestobuildclimatechangeresilience.Stakeholdersshouldapplytheprinciplesofconservation,restorationandregeneration,takingintoconsiderationthecarryingcapacityofacertainhabitat,anddevelopmechanismstoallowtourismtofundprotectedareamanagement,promotevisitorinterpretationandeducationofnatureandconservationmechanismsthatreinforcetheconnectionbetweenwildlife,tourism,conservationandlocallivelihoods,ensuringthatnaturetourismenhancestheeconomicvalueofnaturalareasandresources.DestinationsThegovernanceandmanagementofbiodiversity,natureandprotectedareasrequiredestinationstoapplyprotectedareaco-planningandnaturalresourceco-managementconceptswhilefocusingonfairbenefitsharingamongusers,withbusinessplanslinkedtoconservationoutcomes.Stakeholdersshouldbeengagedtoagreeonthenecessarytrade-offstoensuretourismissustainableinprotectedareasinperpetuity,whichincludesestablishingcommunity-basednaturalresourcemanagementsystems.GovernmentsNationalandlocalauthoritiesshouldensurethatnatureandbiodiversityareincludedinplanninganddevelopmentconsiderationsanddevelopprotectedareafinancingplansandecotourism-basedbusinessplansandguidelines.Governmentsshouldestablishvisitormanagementplansanddevelopguidelinesandstandardsfortourismconcessionmanagementthatsupportanoverallprotectionplan.In2019,theUnitedNationsnamedCostaRicaChampionoftheEarthforitsdirectroleinprotectingnatureandfightingclimatechange.A2021articledetailshowthecountrymadethispossible.7Throughacombinationofprotectedareas,ecosystemservicesprogrammes,andecotourism,CostaRicasuccessfullyrestoreditsforestcoverfrom26%in1983toover52%in20218—provingthatreversingdeforestationispossiblewiththerightapproach.Thecountry’ssustainabletourismmodelallowsittoseekandattractnichegroupsoftravellersthatrecognizetheuniquedifferencesandqualityofexperiences.Targetingtravellerdemandthatadaptstotheconditionsthecountryhasonofferdrivesitssuccess.RajaAmpatMarineParkAuthorityinIndonesiaworksincollaborationwithlocalcommunities,governmentandthetourismindustrytomanagethemarinepark’snaturalresourcesandmaintainthequalityofthemarineenvironmentwhilesupportingasustainabletourismindustry.GiventhatthesuccessoftheseendeavoursislargelydependentuponresponsiblebehaviourfromindividualtouristsandtourismoperatorswithintheMarinePark,theauthorityhaspublishedaclearcodeofconductforresponsibletourism.Withover150,000visitorstoanextremelyfragileecosystem,theGalapagosIslandsinEcuadorhavebeenattheforefrontofsustainabledestinationmanagementwithvaryingdegreesofsuccess.Somethingstheyhavedonewellincludemanagingtourismnumbersatdifferentsitesbysettingcarryingcapacitylimits,restrictingthenumberofvisitors,planningboatroutestoreducecongestion,requiringboatlicensesandnotallowingtouriststoexploretheislandswithoutaguide.Stakeholdershavealsoworkedtoprovideeducationalopportunitiesforvisitorsandlocalinhabitants,promotingtheisland’sbiodiversityandculturalhistory.Sustainabledestinationsensurethetourismbusinessmodelsupportsandreinvestsbackintonatureandbiodiversityconservationinsteadoferodingit.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism22Principle6:ProtectnatureTABLE6ToolsResourcesResearchTheEuropeanUnionBusinessandBiodiversityPlatformpublishedasectoralguidancedocumentonTourismSectorandBiodiversityConservation:BestPracticeBenchmarkingin2010.TheUNWTOprovidesdestinationswithguidanceonprotectedareasandecotourismaspartofitssustainabledevelopmentframework.WTTChasawealthofresourcesforindustryinitsSustainableGrowthpillar,includingforclimateandenvironmentaction,rethinkingsingle-useplasticsandproductsintravelandtourism,destinationstewardship,biodiversityandillegalwildlifetrade,sustainabilityleadershipandsustainabilityreporting.TheGlobalSustainableTourismCouncilcriteriacoverdestinations,operatorsandtravellersthatincludesprotectingnatureinitsframework.TheWorldEconomicForum’sNewNatureEconomyReportSeriesdemonstratestherelevanceofnaturelossandprotectiontoboardroomdiscussions,providingpathwaysforbusinessestobepartofthetransitiontoanature-positiveeconomy.TheWorldEconomicForum’sDynamicBriefingonBiodiversitymapsthelinkagesbetweenbiodiversity,technology,economicdevelopmentandenvironmentalchallenges.TheUNWTO’sOnePlanetSustainableTourismProgrammepublishedtheOnePlanetVisionforaResponsibleRecoveryoftheTourismSectorreportin2020.Thereportincludesrecommendationsfortheresponsiblerecoveryoftheplanetthroughbiodiversityconservationandclimateaction.TogetherwiththeG20tourismworkinggroupunderItaly’spresidencyin2021,theUNWTOdevelopedRecommendationsfortheTransitiontoaGreenTravelandTourismEconomy.Naidoo,Gerkey,Hole,Pfaffetal.,2019,Evaluatingtheimpactsofprotectedareasonhumanwell-beingacrossthedevelopingworld,ScienceAdvances5,no.4,eaav3006.Waldron,Adams,Allanetal.,2020,Protecting30%oftheplanetfornature:costs,benefitsandeconomicimplications,CampaignforNature.Thisreportdemonstrateswhythebenefitsofinvestinginnaturefaroutweighthecosts.Dasgupta,P.,2021,TheEconomicsofBiodiversity:TheDasguptaReview,London:HMTreasury.Thisindependentreviewsetsouthowstakeholdersshouldaccountfornatureineconomicsanddecision-making,callingforashiftinhoweconomicsuccessismeasuredtoprotectthenaturalworld.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism23ProduceandconsumeresponsiblySustainabledestinationsdesignandimplementstrategiestopromoteresponsibleconsumptionandproductionbyallstakeholdersandestablishmechanismstopromotecirculareconomypathwaysintourism.Principle7PrincipledefinitionTheneedTheresetpathSustainabledestinationscreateacirculartourismeconomyandcollaboratewithtravelindustrystakeholderstodevelopanintegratedplanforsustainableconsumptionandproduction(SCP).Theyadoptscience-basedenvironmentalmanagementsystemstomonitortheenvironmental,socialandeconomicimpactoftheirconsumptionandwasteusingenergy,biodiversity,water,wasteandlivelihoodindicators.Sustainabledestinationsalsodeveloplife-cycleassessments,createeconomicandsocialincentivestoinvestinintegratedsystemsandpractices,educatethetourismsupplychain,andregulateefficiencyfordirectandindirecttourismprovidersandvisitorstoensurecompliance.Pre-COVID-19,thetravelindustrywasoneofthefastest-growingindustriesintheworld,contributingasmuchas10%toglobalGDP.Thesheersizeandbreadthoftheindustry’sresourceconsumptionandwasteproductionpresentanopportunitytocreateandimplementcollaborative,scalablesolutionsthatbridgethetourismindustryandvisitorstoincentivizeandinvestinSCP,wastereductionandcirculareconomystrategies.Inthiscontext,destinationsmustcreateprogrammesandsafeguardswithafocusonclimate,biodiversityandsocialinclusion.Thegrowingenvironmentalawarenessofbothgovernmentandconsumers,mountingglobaleffortstoreduceclimatechangeandtheincreasingavailabilityofresources,toolkitsandroadmapstoensureSCPintourismprovidecrucialdriverstoenabletourismindustrystakeholderstoimplementsolutionstochange.Thesecanstartfromcountry-orregion-widecirculareconomystrategiestoredesigntravel-andtourism-relatedindustriesandcanbetranslatedintoactionableandmeasurableeffortstoreducewasteandensuretheefficientuseofresourcesbyimplementingsoundenvironmentalmanagementsystemsacrosstheindustry.Marketingstrategiesarealsoessentialtoengagingvisitorsandpropellingthebehaviourchangesneededtoallowamoresustainabletourismexperiencethatcanenhancethedestination’simageandminimizenegativeimpactsfrompollutionandresourceexploitationonlocalcommunities.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism24BehaviourchangeCasestudiesandbestpracticesPolicy-makersneedtodesignsustainabletourismsupplychainsatnationalandlocallevels.AmoreproactiveapproachtoSCPentailscreatingcross-departmentalsharingandmonitoringofdataonresourceuseforoptimizationandefficiency,aswellascreatingpublic-privatepartnershipagreementstosupportcirculareconomyframeworks.Tourismbusinessescantakeamoreproactiveapproachtoadoptingenvironmentalmanagementpracticesandcancreatemechanismstoengagevisitors,generatingawarenessofsustainablechoicesandconsumptionpatterns.Visitorbehaviourchangecanstartbeforethetravelexperiencebybeingawareofenvironmentalsensitivitiesandselectingsustainableoptionsfortraveltoandfromandatthedestination.Also,thetraveller’ssupportforandparticipationinreducingelectricity,waterandwastecanpositivelyaffectdestinationsandtheircommunities.Tobecometheworld’sgreenestairport,theHongKongAirporthasimplementedoneoftheworld’smostadvancedwasteandresourceuseprogrammes.Itincludeseco-efficientsmartlightingsystems,thecompostingoffoodwasteandtheadditionofwaterfountainstopromotesustainablebehaviourintravellers.TheHotelPenagainGeorgeTown,Penang,Malaysia,isaperfectexampleofblendingadvancedtechnologiesintraditionalbuildingsthroughasensiblerenovationproject.Occupyingathree-row,double-storeybuildingwithterracedhousesandshophousesfromthe1920s,thishotelisMalaysia’sfirstheritagerestorationprojecttoreceivetheGreenBuildingIndexGoldRating.Thisratingsystemincludesfactorssuchaslivingconditionsandsafetyforon-siteworkersandtheextensiveuseofsecond-handmaterialsintherenovation,blendedwithtechnologysuchassolarpanelsandsaltwaterpoolstoreducechlorine.TheCircularEconomyintravelandtourism:Aconceptualframeworkforasustainable,resilientandfutureproofindustrytransitionreportbytheCE360Allianceoffersacasestudyonthecreationofvalueandcompetitiveadvantageforhoteloperators.ItisbasedoninterviewswithhotelchainoperatorsinDenmark,Finland,NorwayandSweden.Theresearchshowstheunderstandingofthecirculareconomyprimarilyasawastemanagementframeworkandconfirmstheapplicabilityofthecirculareconomytohoteloperatorstogeneratevaluecreationthroughoperatingexpenditurereductionsforprocurementandtogainacompetitiveadvantagewithcustomersandend-consumersthroughcircularorsustainabilitymarketsegmentation.Thecasestudyalsoprovidescriticalrecommendationsforhoteloperatorstoimplementacirculareconomyframework.Sustainabledestinationstakeholdersadoptscience-basedenvironmentalmanagementsystemstomonitortheenvironmental,socialandeconomicimpactoftheirconsumptionandwaste.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism25Principle7:ProduceandconsumeresponsiblyTABLE7ToolsResourcesResearchTheEUhasproducedaguideonBestEnvironmentalManagementPracticesintheTourismSectorthroughaplan-do-check-actapproach.TheUnitedNationsEnvironmentProgramme(UNEP)hasproducedtheEnvironmentalActionPackforHotels:PracticalStepstoBenefityourBusinessandtheEnvironment.TheInternationalTourismPlatform’sEnvironmentalManagementforHotelsguideincludeschaptersonwater,waste,purchasingandfood.TheWorldWildlifeFund,togetherwiththeAmericanHotelandLodgingAssociation,producedaneasy-to-usetoolkitonFightingFoodWasteinHotels,alsoavailableonhotelkitchen.org.TheEUEco-ManagementandAuditScheme(EMAS)isaschemeforbothsmallandlargebusinessesthathasalsobeentailoredforthetourismsectorthroughtheUNWTO.WWFhaspublishedguidanceforhotelsonhowtoStopthefloodofplastic:Effectivemeasurestoavoidsingle-useplasticsandpackaginginhotels.UNEP’sBuildingcircularityplatformprovidestoolstodesigncircularpatternsofproductionandconsumption.WWF’sMovingfromaLineartoaCircularEconomywhitepaperprovidesabriefandinformative5-pointroadmaptomaterialcircularitytoprovidedirectionforgovernmentsanddestinationmanagers.TheU.S.PlasticsPactRoadmapto2025providesapathwaytoestablishingacirculareconomy.TheroadmapisstrengthenedbytheuseofWWF’sReSourceFootprintTrackeraccountingframeworktomeasureandreportprogress.TheUNWTO’sOnePlanetSustainableTourismProgrammehasestablishedtheKasaneCalltoActiononSustainableTourismtoadvancesustainableconsumptionandproductionintheindustrythroughrecommendedstakeholderactions.Einarsson,S.&Sorin,F.,CircularEconomyintravelandtourism:Aconceptualframeworkforasustainable,resilientandfutureproofindustrytransition,CE360Alliance,2020.Tritto,A.,2020,Environmentalmanagementpracticesinhotelsatworldheritagesites,JournalofSustainableTourism,28:11,1911-1931,DOI:10.1080/09669582.2020.1771566.Thispaperexpandstheconceptofenvironmentalmanagementpracticestoheritagehotels.Garcia,C.,Deyà-Tortella,B.,Lorenzo-Lacruz,J.etal.,2022,ZerotourismduetoCOVID-19:anopportunitytoassesswaterconsumptionassociatedtotourism,JournalofSustainableTourism,DOI:10.1080/09669582.2022.2079652.Thispapershowshowpolicy-makerscanbetteroptimizewaterusagebasedonCovid19data.Candia,S.&Pirlone,F.,2022,TourismEnvironmentalImpactsAssessmenttoGuidePublicAuthoritiestowardsSustainableChoicesforthePost-COVIDEra,Sustainability14,no.1:18,DOI:https://doi.org/10.3390/su14010018.Thispaperproposesanewwaytoassesstourismproductsusingthelifecycleassessmentmethodology,whichisappliedtoatypicalcasestudyfortheMediterraneanarea–CinqueTerreNationalParkintheLiguriaRegion(Italy).Camillis,C.,Peeters,P.,Petti,L.&Raggi,A.,2012,TourismLifeCycleAssessment(LCA):ProposalofaNewMethodologicalFrameworkforSustainableConsumptionandProduction,DOI:https://doi.org/10.5772/23550.Thispaperproposesalifecycleassessmentapproachfortourism.WorldTourismOrganizationandUnitedNationsEnvironmentProgramme,2019,BaselineReportontheIntegrationofSustainableConsumptionandProductionPatternsintoTourismPolicies,UNWTO,Madrid,DOI:https://doi.org/10.18111/9789284420605.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism26CalibrateinfrastructureStrategicplanningandinvestmentinsustainableinfrastructurearefundamentalenablingfactorsforthebalancedandinclusivedevelopmentofsustainabledestinations.Principle8PrincipledefinitionTheneedTheresetpathInvestmentininfrastructureforsustainabletourisminvolvestheprovisionofessentialenergy,transportationandenvironmentalutilitiesrequiredforthedevelopmentoftourismactivitiesinawaythatbalancestheinterestsofandburdenforlocalpeoples,safeguardstheenvironment,ensuresclimateresilience,promotesinclusiveopportunitiesforallstakeholdersandguaranteeseconomiceffectivenessandaffordabilityovertheasset’slifecycle.Thisisachievedthroughtheprovisionoftransportlinks,powergenerationandotherbuiltinfrastructuretosupporttourismactivities,aswellasnaturalinfrastructureintheformofnaturalassetsthatcanbemanagedtosustainnaturalandculturaltourismassets,andthroughsoftinfrastructure,suchascapacitybuildingprogrammes,trainingskillsandsensibilizationcampaignsdirectedatsupportingthetourismexperience.Acombinationofpermanentfactors–theenvironmentandclimatechange–andspecialcircumstancesresultingfromtheCOVID-19pandemicdrivetheneedforanewapproach.Onthepermanentside,thegrowingfootprintoftourismactivities,theirimpactonthenaturalenvironmentandtheconsequencesofrisingtemperaturesandsealevelsrequireinvestmentinprotection,resilienceandadaptationtomitigateexternalitiesandguaranteethelong-termfutureofthenatural,builtandsoftinfrastructurethatenablesthesustainabilityoftourism.Also,thepandemichasbeenputtingpressureonsomebusinessmodels,notablymasstourismandtransportation,whilerequiringevenmoreengagementinqualitylocalemployment,outreachtovisitors,andtheempowermentandinclusionoflocalcommunitiestomitigatesocialstabilityconcerns.Thewidespreadandgrowingawarenessofglobalenvironmentalissuesandthebuildbackbetterstrategiesofpublicandprivatesectordecision-makersarecreatingaonce-in-a-centuryopportunityforinfrastructureinvestmentstosupporttourismdesignedandmanagedinnovelwayswithsustainabilityatitsheart.Massivepandemicrecoveryprogrammesbeingrolledoutworldwide,suchastheNextGenerationEU€806.9billionRecoveryPlanforEuropeorthe$1trillionbipartisaninfrastructureplanintheUS,shouldallowthefront-loadingofinfrastructureinvestmentsdesignedtoenhancesustainabilityandmitigateclimatechange.Thefast-expandingprivatemarketforgreenfinance,structuredaroundESG-consciousbanklending(implementingtheEquatorPrinciples),green,socialandsustainabilitybonds(whosecumulativeissuanceexceeded$1.7trillionatyear-end2020)orimpact-investingequityfundstargetingtheUNSDGscanfurtherleveragetheseprogrammes.Whiletheseprogrammesmaynottargettourismdirectly,theymayhaveconsiderablespillovereffectsonthetourismindustry.Consideringthis,itisimportantforgovernmentstocreateintra-departmentallinkagesandcooperationsothatinitiativesentailingenergyefficiency,transportoreducationcanbebetterconnectedtotourism.Stakeholdersmustinvestinprotection,resilienceandadaptationtomitigateexternalitiesandguaranteethelong-termfutureofthenatural,builtandsoftinfrastructurethatenablesthesustainabilityoftourism.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism27BehaviourchangeNoprogressonsustainabilityinthetourismsectorcanberealisticallyachievedwithoutthefullengagementofindustrystakeholders,whetherserviceprovidersorsectorworkers,andtheconsciouscooperationoftravellersandvisitors.Astakeholderparticipationprogrammecouldbearticulatedateachresponsibledestinationcombiningtargetedactions,informationandawarenesscampaignsanddialoguefacilitationacrossthetwogroups.IndustryIntheinfrastructurearena,serviceproviders,bothpublicandprivate,carrytheprimaryresponsibilitytointegratesustainabilityprinciplesintotheirpoliciesandpractices.Thiscouldentailtheselection,sourcingandprocurementofsustainablematerialsandproducts(suchaswoodinsteadofconcrete,metalorplasticwherepossible);theswitchtomoresustainableenergyusage(forinstance,LEDpubliclightinginsteadofsodiumbulbs);therelianceonmoresustainabletransportation(forexample,electricvehicleswhereavailableorEURO-6vehicleemissionsstandardselsewhere).Beyondhardware,serviceprovidersalsoneedtoadjusttheirhumanresourcespractices,forexample,byprioritizingtherecruitment(withoccupationaltrainingasrequired)oflocalpeoplevsseasonalforeignworkers;arrangingstafftrainingprogrammestoincludeenvironmentalandsocialconsiderations(suchaswastemanagement,sitepreservation,women’srights,anti-harassment).VisitorsTravellersneedtobeconsciousofthesustainabilitychallengesfacingdestinationsandtheircooperationiscriticaltoensuringgoalsaremet.Actionsfromgovernmentsandrelevantstakeholdersforsensibilizationcouldinvolveenvironmentalawareness-raisingmarketingcampaignspre-travel(underpinningthedestination’sattractivenesswithsuchsustainabilityefforts);targetedengagementon-site(forexample,throughadestinationpackagethatcouldcovercriticalenvironmentalbehaviourdisseminatedthroughserviceprovidersandhigh-visibilitysignpostingonlocation);anddialoguebetweenlocalandvisitingstakeholdersthroughsurveysandfocusgroupstocollectfeedbackandadjusttheactionplan.Asiscustomaryinawarenesscampaigns,certaingroups(suchaswomenorchildren)couldbespecificallytargetedfortheirabilitytoinfluencethewiderstakeholderpopulation.CasestudiesandbestpracticesNewtourisminfrastructuredevelopmentshouldtakeintoconsiderationthecarryingcapacityofaplaceandbeconsideredafterrelevantenvironmentalimpactassessments(EIA),socialimpactassessments(SIA)andhealthimpactassessments(HIA)havebeencarriedout.TheInternationalFinanceCorporation’sSustainabilityFrameworkandperformancestandardsandtheEuropeanUnion’sspecificdirectivesonenvironmentalassessmentsareimportantreferencepointsforhardinfrastructuredevelopment.Newinfrastructureshouldalsobenefitthelocalcommunity,forexamplethroughreskillingmechanisms.Thenet-zerotransitioncouldbeanopportunitytobuildnewinfrastructurethatcanpositivelyaffecttheenvironmentandlocalcommunities.InAlbania,anintegratedtourismdevelopmentprogrammecombinesinfrastructureinvestments(inroad,water,sanitation),heritageprotection(siterestorationanddevelopment)andcapacitybuildingforstakeholders.Itisfinancedbya€40millionEUgrant,a€60millionEuropeanBankforReconstructionandDevelopment(EBRD)loananda€10milliontechnicalassistanceandtrainingpackagetoboosteconomicopportunitiesandwomen’sempowerment.9InSwitzerland,aninvestmentinalpinetransportationattheJungfraujochTop-of-Europemountainresortwasinitiatedbasedonaparticipativedecisionprocessinvolvingroundtablesandcommunityvotes.ThelocaltrainandliftcompanydrovetheCHF400millionprojecttobuildtheEigerExpressterminalsandgondolasandensuredsustainabilitywasembeddedinthedesignwithcommunityinvolvement.10InChina,aseawallregenerationprojectisplannedtoemploynature-basedsolutionstoimprovecoastalprotection.ItwillbothmitigatetheimpactofclimatechangeandincreaseecotourismintheShenzhenarea.Nature-basedsolutionsareconsideredhighlyeffectiveatprovidingcoastaldefenceand,asaresult,maymitigatethefuturecostsrequiredtorepairdamagetoinfrastructuresuchasthatcausedbytyphoons.11TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism28Principle8:CalibrateinfrastructureTABLE8ToolsResourcesTheUnitedNationsEconomicCommissionforEuropepublishedthePeople-firstInfrastructureEvaluationandRatingSystem(PIERS),whichaimstoassessthecontributionofinfrastructureprojectstothe17SDGs.Itisprimarilyintendedforpublicauthorities(e.g.public-privatepartnershipunits)butcanalsobeusedbyprivateparties.GlobalInfrastructureBaselworkedwithmultilateraldevelopmentbankstodesignthevoluntaryStandardforSustainable&ResilientInfrastructure(SuRe),integratingkeycriteriaforsustainabilityandresilienceintoinfrastructuredevelopment,targetedatprivatesponsorsandfinanciers.TheEuropeanCommissionpublishedaregulationin2020providingaTaxonomyforSustainableActivitiesthatclassifiesenvironmentallysustainableactivitiesacrosseconomicsectorsanddefinesminimumstandardstoqualifyas“green”.Purelyvoluntary,thestandardsaimtoorientthefinancialmarketstosupportmoresustainableinvestments.GIZ,incooperationwithUNEPandtheSustainableInfrastructurePartnership(SIP),developedtheSustainableInfrastructureToolNavigatortohelpusersidentifythemostrelevanttoolsfortheirneedsandgoalsacrosssectorsandinfrastructurelifecyclephases.TheG20GlobalInfrastructureHuboffersitsInnovativeFunding&FinancingTool,whichincludesareviewofemergingfinancingmodelsforinfrastructureprojects,afast-developingareaofexpertise.TheOECD’s2015reviewofInfrastructureFinancingInstrumentsandIncentivesoutlinesthefinancingoptionsavailableforinfrastructureprojects,withafocusonincentivizingembeddingsustainabilityintoinfrastructuredesigns.TheInternationalCapitalMarketsAssociation’sPrinciplesofSustainableFinance(green,social&sustainability-linkedbonds)isaleadingframeworkgloballyfortheissuanceofsustainablebondsmappedtotheSDGs.TheWorldWildlifeFund,incooperationwithGIZ,releasedtheVisioningFuture:ImprovingInfrastructurePlanningtoHarnessNature’sBenefitsinaWarmingWorldreporttoimproveinfrastructureplanningtoharnessnature’sbenefitsinawarmingworld.Itseekstointegratenaturalcapitalandecosystemservices,climaterisksandresilienceandsustainabledevelopmenttosupportsocio-ecologicalsystemscaleplanning.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism29GoverneffectivelyInclusivegovernanceandeffectiveregulationsareessentialfactorstoguide,enableandincentivizetourismsectorplayersanduserstoimplementbusinesspracticesandbehaviourspromotingsustainability.Principle9PrincipledefinitionTheneedTheresetpathFordestinationstobesustainable,effectivegovernanceiscriticaltoensuredecision-makersadopttherightregulationsanddestinationmanagersandusersimplementthemontheground.Itrequiresacombinationof(a)identifyingor,ifnecessary,establishingthegoverningentitiesatthestate,regionalordestinationlevelwithresponsibilityforpolicy-makingandthecoordinationoftourism-relatedactivities,(b)soundpolicy-makinginformedbyinternationalbestpractices,(c)engagementwithlocalstakeholderstoensuretop-downregulationsareunderstoodandbottom-upinitiativesarevaluedandsupported,and(d)capacitybuildingatalllevelstoguaranteeadequateimplementation.Effectivegovernanceisatthecrossroadsofmanyotherprinciples:itenablestheimplementationofstandards(environmental,social,etc.);ittransposesbestpracticeguidelines(suchastheSDGs)intooperationaldirectives;itconnectspolicyrequirements,theofferingsofsectorplayersandusers’needs;itfeedsstakeholders’viewsbackintodecision-makingprocesses;itdeliversaccordingtoplan.Assuch,itmustberobust,forward-looking,interactive,flexibleandcapable.Effectivegovernanceisevenmorecriticaltosustainingresponsibledestinationswhencriseshitasaresultofnaturaldisastersorpublichealth,humanitarianorpoliticalinsecuritiesordisruptions.Successfactorsinclude:–Theabilitytocreatealegalandgovernancesystemthatmakestourismastrategicpriority,mitigatescorruptionrisksandtranscendspoliticalcyclesthroughinstitutionalization–Aconstanttrackingofsustainabilitydatacomparedtosustainabilitydevelopmentsintheinternationalarenaforbenchmarkingpurposes–Competentadministratorsabletoturngeneralprinciplesintoaspecificrulebooktailoredtothedestinationandtomonitoritsimplementationbystakeholders(andtakecorrectiveactionwhennecessary)–Atwo-wayconsultationprocesswithstakeholdersthatseeksfeedbackonproposedregulationsandembracesconstructiveprivateinitiatives–Capacitybuildingthroughtrainingandtechnicalassistancetofosteroperationaldelivery.Tourismisoneofthesectorsmostaffectedbyinternationaldisruptions.IthasbeenseverelyhitbytheCOVID-19pandemic,withacollapseintravellerandvisitornumberspushingweakerplayersoutofbusinessandputtingpressureonthedominantmass-marketbusinessmodel.Reconstructionwillbeauniqueopportunitytorevisittheparadigmuponwhichtourismhasbeendevelopedacrossdestinations.Thiscouldinvolveacombinationofpolicymeasurestargetingamorebalanced,SDG-conscioussupplysideandmarketingstrategiespromotingadifferentdemand-sidemix,namelymoreregulatedvolumesforhigherqualitydestinationsresultinginthesameoperatingincomeatlesserimpact.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism30BehaviourchangeCasestudiesandbestpracticesWhilegovernanceandregulationhavetraditionallybeentop-downprocesses,themagnitudeofchangesinthebusinessmodelrequiredbythetransitiontosustainabletourismrequiresaparticipativegovernanceframeworkwith:1.Greaterstakeholderengagementintop-downpolicy-making:Whilecentralandlocalgovernmentsretaintheprimarycompetenciestodefinerulesandregulations,decision-makingshouldbesubjecttoacomprehensivestakeholderengagementprocessensuringbusinessadhesionandsocialcohesionbehindtheshiftsbeingengineeredforthesector.2.Greaterrelianceonlocalinitiativeandinnovation:RecognizingthatSMEsandindividualsprimarilydrivethetourismsectoratthedestination,aspecificfocusisneededonbettereducationandtrainingfortraditionalandnewprofessions,aswellasmechanismstofosterpeople’sandcommunity’sparticipation.In2018theEuropeanParliament’sCommitteeonCultureandEducation(CULT)commissionedaresearchreportonbestpracticesinsustainablemanagementandsafeguardingofculturalheritageintheEU.Thestudyprovidesanoverviewofthebenefitsofculturalheritageconservation.Itdescribesgoodpracticesforthesustainablemanagementandsafeguardingoftangibleculturalheritage,inparticularshowingashiftawayfrompreservationandprotectionfromasupply-sideplanningapproachtowardsademand-drivenheritage-leddevelopmentapproachthatprovidesinterconnectedbenefitspromotingthingssuchasurbanliveabilityandregionaldevelopment.WhilethescopeofthisstudyislimitedtoEUdestinations,itsfindingsarebroadlyrelevant.Itconsidersintegratedfactorssuchasjobcreation,economicgrowth,investments,socialresilience,attractingtalent,small-scaleinnovationandparticipatoryplanning.AspartoftheAbdaliUrbanRegenerationProject,Jordan’sAmmanmunicipalitydecidedtolinkthedevelopmentoftheAbdalishoppingmallwiththeestablishmentofarecruitmentandtrainingcentreintendedtoenhancetheemployabilityofyouth.Thetrainingcentrewasdesignedtoprovideskillsforyoungpeopleintheretail,hospitalityandtourismsectors,fillingpositionsrequiredbybusinessesintheAbdaliregion,notablyrestaurantsandhotelchains.EBRDfinancedtheAbdalimallprojectwithan$80millionloanin2016andmobilizedtechnicalassistancefundedbygrantsfromtheUnitedKingdomtoprioritizeaccesstoeducationandskillsdevelopmentfordisadvantagedgroupsintheareathroughthetrainingcentre.Some1,700youngpeoplehavegraduatedfromthecentresince2016.Thisrepresentsanexcellentexampleofhoweffectivegovernancecanleverageinvestmentprojectstopromotesustainability.Decision-makingshouldbesubjecttoacomprehensivestakeholderengagementprocessensuringbusinessadhesionandsocialcohesionbehindtheshiftsbeingengineeredforthesector.Principle9:GoverneffectivelyTABLE9ToolsResourcesResearchTheEuropeanBankforReconstructionandDevelopment(EBRD)rolledouttheGreenCitiesprogrammein2016toassistmunicipalitiesinassessing,planningandimplementinginvestmentsandpoliciesforamoresustainablefuture.TheprogrammeincludestheEffectivepolicyinstrumentsforGreenCitiesonlinepolicy-makingandgovernancetoolthataimstosupportdecision-makersinaddressingurbanchallengeswithevidence-basedpolicies.Itshowcasesover35policyoptionsacrosssectors(includingtransport,landuse,energy,waterandwaste,aswellasfinance,digitalizationandothers)toenhancesustainabilityandcontextualizesthesemeasuresthroughpracticalexamplesfrommorethan50casestudiesacrosstheworld.The2021WTTCTowardsDestinationStewardshipreportprovidesasetofscenariosandagovernancediagnosticsframeworkfordestinationstewardship.TheInternationalUnionforConservationofNature(IUCN)andWorldCommissiononProtectedAreas(WCPA)havepublishedbestpracticeguidelinesforprotectedareamanagers.Theseriesincludesa2013guideontheGovernanceofProtectedAreasthatelaboratesonunderstandinggovernance(whichtypeofgovernance,howtoguaranteequalitygovernance)andproposesapathtoeffectivelyassess,evaluateandplanforaction.Scott,N.andMarzano,G.,2015,GovernanceoftourisminOECDcountries,TourismRecreationResearch,40:2,181-193,DOI:10.1080/02508281.2015.1041746.Thispaperexaminesthekeychallengesforgovernanceandidentifiessevenareasofgoodpractice.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism31EmbedresilienceSustainabledestinationsembedresilienceasacriticalcomponentoftheirtourismagenda.Governments,tourismenterprisesandcommunitiesdosotopreparefortheinevitableshort-termshocksandlong-termhealth,politicalandenvironmentalstressors,includingpandemics,conflicts,extremeweathereventsandclimatechange.Principle10PrincipledefinitionTheneedTheRockefellerFoundationdefinesresilienceasthe“capacityofindividuals,communitiesandsystemstosurvive,adapt,andgrowinthefaceofstressandshocksandeventransformwhenconditionsrequireit.Buildingresilienceisaboutmakingpeople,communitiesandsystemsbetterpreparedtowithstandcatastrophicevents,bothnaturalandmanmade,andabletobouncebackmorequicklyandemergestrongerfromtheshocksandstresses.”12Sustainabledestinationsgobeyondtraditionalriskidentificationandmitigationactivitiesthatrespondtoindividualcrisesinapreventativeorrecoverycapacity.Instead,theyseektostrengthentheentireinterdependentsystemtobuildresiliencetomultiplepossiblefuturedisasters,economically,sociallyandenvironmentally.Tourismasasectorplaysavitalroleinsustainabledevelopment.Destinationsthemselvescontributetogrowthandemploymentinothersectorsdomesticallythroughbackwardlinkages,contributetojobcreationandpovertyalleviation13and,aswitnessedinmorerecentexamples,canbeavaluablevehiclethroughwhichtocontributetosustainabilityeffortsthroughnature-basedplanningandsolutions.Toretainandmaximizethesebenefits,itisimportanttounderstandthepossiblevulnerabilitiesinthesystemandensurethelong-termfutureresilienceofthetourismsectoranddestinationstoarangeofcrises.Theinterconnectednessofdestinationsbackandforwardinthevaluechain,especiallywithnaturalandenvironmentalsystems,hasledpractitionerstoconsiderdestinationsas“coupledhuman-environmentsystems”,thusleveragingaframeworkusedbydisasterandsustainabilitysciencestointegratevulnerability,resilienceandadaptationconceptsintovulnerabilityanalysisandlonger-termplanning.14Politicalturmoilandconflicts(suchastheRussia-Ukrainewar),economiccrises,naturaldisasters(suchasearthquakes,tsunamis),anthropogeniceffects(forinstance,overcrowding),healthcrises(likeCOVID-19,Ebola),andclimatechange(suchassea-orsnow-levelriseorfall,increasedtemperatures,stormsurges,bushfires)have,andwillcontinuetohave,severeimpactsonvisitors,businessesanddestinationsoverall.TheCOVID-19pandemichasexposedtourism’svulnerabilityglobally–asdomorelowerleveldestination-specificissuessuchasseasonality,overcrowding,technologydisruptionandresourcedepletion(freshwaterscarcity,biodiversityloss,etc.).Rapidlychangingconsumersentimentonsuchtopicswillforcechange.Sustainabledestinationsmustassesstheirvulnerabilitytosuchrisksanddisastersandmakeplansforresiliencethatinvolvetourismbusinessesandlocalcommunitiesasstakeholderstobuildtheirlong-termresiliencetoadaptandprosper.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism32BehaviourchangeResilientdestinationsneedtodevelopsystematicplanningacrosssectorsandfromnational-tolocal-levelcommunityengagementtobeabletoprepare,mitigateandtackleexternalshocks.IndustryOrganizationalresiliencecanbemeasuredbytwodimensions:plannedresilienceandadaptiveresilience.Tourismorganizationsandbusinessshouldworktoadjustoperations,management,financialresources,marketingstrategiesandhumanresourcesmanagementtosustainbusinessunderdramaticallychangingconditions.Theyshouldaddressandadjustthefollowingfactorsaccordingly:–Economiccapital,availabilityofresourcesandfinancialstrength–Humancapital,includingskills,leadership,communication–Knowledge,riskmanagementplanningandawareness–Pastexperiencesfromcrises–Innovationandcreativity–Employmentflexibility–Socialcapitalandsocialnetworks,connectedness–Collaboration,partnershipswithotherorganizations–StrongleadershipandcultureDestinationsMostoftheresearchintoandpracticefordestinationresiliencehasbeentounderstandandbuildresiliencetorisksfromclimatechange.Thishasprimarilybeenconnectedtoadvancesindisasterandsustainabilitysciencesthatexplicitlyintegrateconceptsofvulnerability,resilienceandadaptationinaninterrelatedandholisticmanner.Destinationsshouldseektoadoptasimilarapproachtoallmannerofpossibleshockswhenconsideringtheirplanning.Ausefulframeworkthathasbeenusedtobuildtheresilienceofdestinationstoclimatechange,bushfiresandpandemicsconsidersfourcomponents:151.Shocksandstressors(towhatisthedestinationvulnerable)2.Tourismsystemexposure(whoorwhatisvulnerable)3.Sensitivity,vulnerability,resilience(howsensitiveorhowvulnerableandresilientiseachcomponentofthetourismsystem)4.Adaptationstrategieswhereadaptativeresponsesfallundersixcategories:behavioural,socialandeconomic;technicalandstructural;businessmanagementandfinancial;communicationsandcollaboration;policy,planningandgovernance;andresearch,educationandtraining.CommunityPopulationsandcommunitiesthataredependentonthetourismsectorfortheirlivelihoodsaresomeofthemostvulnerabletoexternalshocks,ashasbeenwitnessedduringtheCOVID-19pandemic.Theworkforceandlocalcommunitiesaremoreconsciousoftheimpactofpotentialcrisesandshouldbeenlistedasactivechangeagentsinvaluingandthuspursuingamoreresilientsector.Activitiestosupportthismayincludebuildingawarenessofrisks,buildingcapacityandcoordinationamongstakeholdersacrossthevaluechaintoimprovetheresilienceofthosedependentontourism,andearmarkingcontingentfundingtoexpediteadaptationorrecoveryeffortsthatwouldmitigatethelossofassetsorlivelihoods.Destinationsneedtodevelopsystematicapproachesthatconsiderfoundationalelementssuchassocio-economicconditions,safetynets,andbetterdistributionofeconomicbenefitsfromtourism.TheresetpathTheCOVID-19pandemichasstarklyreinforcedtheimportanceofbuildingtheresilienceofthetourismsystem,itsdestinations,itsbusinesses,itsworkersanditsvisitorsandcommunitiestofuturecrisesanddisasters.Thepandemichasprovidedanunprecedentedmarketandsystemicmomentforalltourismstakeholderstoworktogethertobetterunderstandeachdestination’svulnerabilitytoallpotentialshocksandstressors.Destinationsneedtodevelopappropriateandsystematicapproachestoresiliencethatstartatthenationallevelandconnecttosub-nationalandlocal-levellegislationuntilreachingdestination-levelandlocalstakeholders.Theseapproachesshouldconsiderthefoundationalelementsofaresilientecosystem,suchassocio-economicconditionsandsafetynets,betterdistributionofeconomicbenefitsacrossthevaluechainandenvironmentalandassetprotections.Inanticipationofmajorcrisessuchasclimatechangeorpandemics,theapproachshouldalsoincludeformulatingappropriateadaptationstrategies,disastermanagementplanningandex-antemitigationmeasuresthatincludethesystematicallocationofcontingencyfundingtotackleemergenciesanddevelopcommunityawarenessandpreparednesstoenhancetheirresiliencetosurviveandultimatelygrowandprosper.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism33CasestudiesandbestpracticesIncooperationwithUNESCOApia,UNESCOJakartaselectedtheGeorgeTownWorldHeritageSite(Penang,Malaysia)asapilotsitefortheCapacityBuildingforDisasterRiskReductionofHeritageCitiesinSoutheastAsiaandSmallIslandDevelopingStatesinthePacificproject.Itsoughttoenhancethecapacityandawarenessofstakeholdersinheritagecitiestoimprovemanagementplans,includingdisasterriskreductionstrategies,throughworkshops,activitiesandtoolkits.Theaimwastobetterenhancethecommunity’sawarenessandpreparationtopreventeventssuchasfloodsandfires.InresponsetoCOVID-19,WWFhassecuredfundingfromtheGlobalEnvironmentFacilitytodeveloptheAfricanNature-BasedTourismCollaborativePlatform.Itincludesnationalcommunity-basednaturalresourcemanagement(CBNRM)networksinmostfocalcountries,adataclearinghouse,andnon-governmentalorganizationsanddonorsaspartners.TheaimistomobilizefundingtosupportcommunitiesandSMEswithCOVID-19emergencyreliefefforts.KeylocationsincludeBotswana,Kenya,Malawi,Mozambique,Namibia,Rwanda,SouthAfrica,Tanzania,Uganda,ZambiaandZimbabwe.Rwandahasdevelopedacomprehensivenationalstrategyforclimateresilientgreengrowth.ThegovernmentissuedaVision2050documentdetailinghowitaimstobecomeaclimate-neutral,prosperous,high-incomecountryby2050.ItiscurrentlyupdatingitsGreenGrowthandClimateResilienceStrategy,adoptedin2011,thataimstoprovideapathwaytothisgoal.RwandawasthefirstAfricancountrytosubmititsrevisednationallydeterminedcontribution(NDC)undertheParisAgreement.Asalow-incomecountryprimarilydependentonagriculture,itishighlyvulnerabletoclimatechangeimpacts.Hence,thegovernmentisworkingwiththeNDCPartnership’sEconomicAdvisoryInitiativetoengageseveralstakeholderstoovercomechallengessuchaslimitedcapacityandfinancingthroughstrategicinvestmentinnationalinstitutions,systemsandcapacitiesandbroadeningtheresourcebase.In2021,Rwanda’sFirstBiennialUpdateReport,undertheUnitedNationsFrameworkConventiononClimateChange,showedthecountry’scommitmenttotacklingclimatechangethroughawhole-of-governmentapproach.AkageraNationalPark,managedbyAfricanParks,andVolcanoesNationalPark,managedbythegovernment,areparticularlyimpressiveasholisticmodelstoprotectnaturewithconservationethics,communityinvolvementandoutreachprogrammes.TheWorldBankandtheUnitedStatesFederalEmergencyManagementAgencyhavestressedtheimportanceofemployingnature-basedsolutionstopreventdisasters.16Examplesincludeusingfloodplainexpansions,wetlandsprotection,andcoralreefrestoration.Theworkforceandlocalcommunitiesaremoreconsciousoftheimpactofpotentialcrisesandshouldbeenlistedasactivechangeagentsinvaluingandthuspursuingamoreresilientsector.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism34Principle10:EmbedresilienceTABLE10ToolsResourcesResearchTheUNEPDisasterriskmanagementforcoastaltourismdestinationsrespondingtoclimatechange:Apracticalguidefordecisionmakersisatoolkitforcommunity-leddestinationresilience.TheUSFederalEmergencyManagementAgency(FEMA)hasdevelopedseveralresourcesandexamplestoimprovenationalpreparedness,riskmanagement,communityandindividualawarenessandengagement,withseveraltoolsforpractitionersavailableonitswebsite.TheOnePlanetNetworkholdsresilience-buildingworkshopstargetedattheprivatesector.ThePacificAsiaTravelAssociation(PATA)hasreleasedtheHowtoDevelopaRiskManagementStrategyforaTourismDestinationParticipant’sWorkbook.WWFhasdevelopedaRisingtoResilience:APracticalGuideforBusiness&Natureforbusinessestobuildupresiliencetoclimatechange.Itincludesacompanionguidefocusedonwaterstewardship.The2021HandbookforSustainableTourismPractitioners,editedbyAnnaSpenceley,offerstoolsandguidancetoundertakefeasibilityassessmentsfornewtourismventuresandascertainstheirimpactovertime.TheWorldBank,GlobalFacilityforDisasterReductionandRecovery(GFDRR),ProgramforForests(PROFOR)andtheWorldResourcesInstitute(WRI)Nature-BasedSolutionsforDisasterRiskManagementbookletoutlinespracticalnature-basedsolutionsforthemainclimatehazardsandrecommendationsforfinancingandpolicy.WRI,theWorldBankandGFDRRprovidePowerPointdeckscoveringanoverviewofnature-basedsolutionsandhowtousenature-basedsolutionsforcoastalriskmanagement,riverfloodcontrolandurbandisasterriskmanagement.TheGlobalProgramonNature-BasedSolutionsforClimateResiliencehasbuiltnaturebasedsolutions.org,awebsitewithaglobalinventoryofNBSprojectsandimplementationguidance.Birkmann,2013,MeasuringVulnerabilitytoNaturalHazards:TowardsDisasterResilientSocieties(Seconded.),Tokyo:UnitedNationsUniversityPress.Hall,Prayag&Amor,2018,TourismandResilience:Individual,OrganisationalandDestinationPerspectives,ChannelView:Bristol.Prayag,Spector,Orchiston&Chowdhury,2020,Psychologicalresilience,organizationalresilienceandlifesatisfactionintourismfirms:InsightsfromtheCanterburyearthquakes,CurrentIssuesinTourism,23(10),1216-1233.Pyke,Lindsay-Smith,Gamage,Sheikh,Nguyen&DeLacy,2021,Destinationresiliencetomultiplecrises:InsightsfromVictoria,AustraliaduringbushfireandtheCOVID-19pandemic,AsiaPacificJournalofTourismResearch.26(11).Ritchie&Jiang,2019,Areviewofresearchontourismrisk,crisisanddisastermanagement:Launchingtheannalsoftourismresearchcuratedcollectionontourismrisk,crisisanddisastermanagement,AnnalsofTourismResearch,79,102812.Scott,Hall&Gossling,2012,TourismandClimateChange:Impacts,AdaptationandMitigation,Routledge:London.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism35ContributorsTheWorldEconomicForumwouldliketoextenditsgratitudetothemembersoftheGlobalFutureCouncilonSustainableTourismfortheirongoingcommitmentandcontributions.ContributingauthorsRuzwanaBashirFounderandChiefExecutiveOfficer,Peek.comThomasBiegerFullProfessorofManagement,SpecialFocusonTouristIndustry,UniversityofSt.GallenTerryDeLacyProfessorofSustainableTourismandEnvironmentalPolicy,VictoriaUniversityErikaHarmsDirector,CoastalHealthStrategy,IberostarGroupJean-PatrickMarquetCoreExpert,WorkingGrouponInfraProjectRating,UnitedNationsEconomicCommissionforEurope(UNECE)AngelLorenteParamoDirector,CorporateStrategy,AmadeusKristinRechbergerChiefExecutiveOfficer,DynamicPlanetJimSanoVice-President,Travel,TourismandConservation,WWFInternationalShrutiShibulalChiefExecutiveOfficerandDirector,TamaraLeisureExperiencesAngelaTrittoPostdoctoralFellow,AdjunctAssistantProfessor,HongKongUniversityofScienceandTechnology;GlobalFutureCouncilonSustainableTourismFellow,WorldEconomicForumMembersoftheGlobalFutureCouncilonSustainableTourismCouncilCo-ChairMeganMorikawaGlobalDirector,SustainabilityOffice,IberostarGroup,SpainCouncilCo-ChairEduardoSantanderExecutiveDirector,EuropeanTravelCommissionAdefunkeAdeyemiSecretary-General,AfricanCivilAviationCommissionAreejAlHussanGlobalShaper,RiyadhHubRafatAliChiefExecutiveOfficerandFounder,SkiftBedeFennellExecutiveGeneralManager,CorporateAffairs,TourismAustraliaYasmineFouadMinisterofEnvironmentofEgyptSilviaGarrigoSeniorVice-PresidentandChiefEnvironmental,SocialandGovernance(ESG)Officer,RoyalCaribbeanGroupSadiqGillaniSeniorAdviser,Travel,AttestorCapitalCaesarIndraPresident,TravelokaMalcolmJohnsChiefExecutive,ChristchurchInternationalAirportKelleyLouiseFounderandExecutiveDirector,ImpactTravelAllianceDeniseNaguibVice-President,SustainabilityandSupplierDiversity,MarriottInternationalGeraldNgVice-President,EnvironmentandSustainability,ChangiAirportGroupDouglasSaboChiefSustainabilityOfficer,VisaBonnySimiAdviser,JetblueTechnologyVenturesGreggTreinishExecutiveDirector,AdventureScientistsChaozhiZhangProfessorofSustainableTourism,SunYat-SenUniversityWorldEconomicForumLaurenUppinkCalderwoodHeadofAviation,TravelandTourism,ShapingtheFutureofMobilityRosalineMougetCommunityEngagementSpecialist,FutureofMobility,ShapingtheFutureofMobilityEditingDanielleCarpenterSprüngliLayoutanddesignStudioMikoTenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism36Endnotes1.UnitedNationsWorldTourismOrganization(UNWTO),GlossaryofTourismTerms,https://www.unwto.org/glossary-tourism-terms.2.SectoralPoliciesDepartment,InternationalLabourOrganization(ILO),2022,Thefutureofworkinthetourismsector:SustainableandsaferecoveryanddecentworkinthecontextoftheCOVID-19pandemic,ReportfortheTechnicalMeetingonCOVID-19andSustainableRecoveryintheTourismSector,https://www.ilo.org/wcmsp5/groups/public/---ed_dialogue/---sector/documents/meetingdocument/wcms_840403.pdf.3.WorldTravel&TourismCouncil,2021,TravelandTourismEconomicImpact2021:GlobalEconomicImpact&Trends2021,https://wttc.org/Portals/0/Documents/Reports/2021/Global%20Economic%20Impact%20and%20Trends%202021.pdf.4.WorldTravel&TourismCouncil,2021,StaffShortages,https://wttc.org/Portals/0/Documents/Reports/2021/WTTC-Staff-Shortages.pdf.5.OnePlanetSustainableTourismProgramme,UnitedNationsWorldTourismOrganization(UNWTO),2020,OnePlanetVisionforaResponsibleRecoveryoftheTourismSector,https://webunwto.s3.eu-west-1.amazonaws.com/s3fs-public/2020-06/one-planet-vision-responsible-recovery-of-the-tourism-sector.pdf.WorldTravel&TourismCouncil,2021,TowardsDestinationStewardship:AchievingDestinationStewardshipthroughscenarios&aGovernanceDiagnosticsframework,https://wttc.org/Portals/0/Documents/Reports/2021/Destination-Stewardship-Framework.pdf?ver=2021-07-22-091804-637.FutureofTourismCoalition,GuidingPrinciples,https://www.futureoftourism.org/guiding-principles.DestinationStewardshipCenter,TheGeotourismPrinciples,https://destinationcenter.org/geotourism/geotourism-principles/.6.OnePlanetSustainableTourismProgramme,UnitedNationsWorldTourismOrganization(UNWTO),2020,OnePlanetVisionforaResponsibleRecoveryoftheTourismSector,https://webunwto.s3.eu-west-1.amazonaws.com/s3fs-public/2020-06/one-planet-vision-responsible-recovery-of-the-tourism-sector.pdf.WorldTravel&TourismCouncil,2021,TowardsDestinationStewardship:AchievingDestinationStewardshipthroughscenarios&aGovernanceDiagnosticsframework,https://wttc.org/Portals/0/Documents/Reports/2021/Destination-Stewardship-Framework.pdf?ver=2021-07-22-091804-637.FutureofTourismCoalition,GuidingPrinciples,https://www.futureoftourism.org/guiding-principles.DestinationStewardshipCenter,TheGeotourismPrinciples,https://destinationcenter.org/geotourism/geotourism-principles/.7.Gallagher,K.,2021,CostaRica’sKeystoSuccessasaSustainableTourismPioneer,Treehugger,https://www.treehugger.com/costa-rica-sustainable-tourism-5120162.8.DiLonardo,M.J.,2019,CostaRicaHasDoubledItsForestCoverintheLast30Years,Treehugger,https://www.treehugger.com/costa-rica-has-doubled-its-forest-cover-last-30-years-4864395.9.Reiserer,Al,2020,EBRDandEUboosttourisminfrastructureinAlbania,EuropeanBankforReconstruction&Development,https://www.ebrd.com/news/2020/ebrd-and-eu-boost-tourism-infrastructure-in-albania.html.10.JungfraubahnHolding,Sustainability,Intheserviceofpeopleandtheenvironment,https://www.jungfrau.ch/en-gb/sustainability/.11.Kennedy,M.,Fox-James,L.,Capizzi,P.,Brown,A.,&Dethier,S.,2019,CaseStudiesonIntegratingEcosystemServicesandClimateResilienceinInfrastructureDevelopment:LessonsforAdvocacy,WWFandArup,WashingtonDC,https://files.worldwildlife.org/wwfcmsprod/files/Publication/file/qopcq0me_Case_Studies_on_Integrating_Ecosystem_Services_and_Climate_Resilience_in_Infrastructure_Development_Lessons_for_Advocacy.PDF.12.Biteye,M.,2017,InvestingRight,forRightNowandforTomorrow,TheRockefellerFoundation,https://www.rockefellerfoundation.org/blog/investing-right-now-tomorrow/.13.OrganisationforEconomicCo-operationandDevelopment(OECD),UnitedNationsWorldTourismOrganization(UNWTO),WorldTradeOrganization,(WTO),2013,AidforTradeandValueChainsinTourism,https://www.wto.org/english/tratop_e/devel_e/a4t_e/global_review13prog_e/tourism_28june.pdf.14.Pyke,J.,Lindsay-Smith,G.,Gamage,A.,Shaikh,S.,Nguyen,V.K.,deLacy,T.&Porter,C.,2021,Buildingdestinationresiliencetomultiplecrisestosecuretourism’sfuture,AsiaPacificJournalofTourismResearch,26:11,1225-1243,DOI:10.1080/10941665.2021.1989000.15.Pyke,J.,Lindsay-Smith,G.,Gamage,A.,Shaikh,S.,Nguyen,V.K.,deLacy,T.&Porter,C.,2021,Buildingdestinationresiliencetomultiplecrisestosecuretourism’sfuture,AsiaPacificJournalofTourismResearch,26:11,1225-1243,DOI:10.1080/10941665.2021.198900016.Jongman,B.&Ozment,S.,2019,Whatifwecouldusenaturetopreventdisasters?,WorldBank,https://blogs.worldbank.org/sustainablecities/what-if-we-could-use-nature-prevent-disasters.UnitedStatesFederalEmergencyManagementAgency,2022,Nature-BasedSolutions,https://www.fema.gov/emergency-managers/risk-management/nature-based-solutions.TenPrinciplesforSustainableDestinations:Chartinganewpathforwardfortravelandtourism37WorldEconomicForum91–93routedelaCapiteCH-1223Cologny/GenevaSwitzerlandTel.:+41(0)228691212Fax:+41(0)227862744contact@weforum.orgwww.weforum.orgTheWorldEconomicForum,committedtoimprovingthestateoftheworld,istheInternationalOrganizationforPublic-PrivateCooperation.TheForumengagestheforemostpolitical,businessandotherleadersofsocietytoshapeglobal,regionalandindustryagendas.

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