At ITB Asia 2024, Liz Ortiguera, Managing Director Asia-Pacific and Senior Advisor to the CEO of the World Travel & Tourism Council (WTTC), delivered a keynote address highlighting critical global trends in sustainable travel and tourism. Sharing insights from the “Travel & Tourism Economic Impact 2024: Global Trends” report, as well as data from WTTC’s collaboration with Oxford Economics, Ortiguera outlined growth predictions for the tourism sector and emphasized the importance of sustainable tourism practices.
Asia-Pacific 2024: Economic Forecast for Travel & Tourism
Economic Contributions Set to Surge
Liz Ortiguera shared encouraging data, stating that the “Asia-Pacific economic contribution of travel and tourism will reach USD 3.2 trillion in 2024, which is 5.5% higher than 2019 levels.” Furthermore, the total number of jobs supported by the tourism industry is expected to reach 191 million, a 3.8% increase over 2019. This indicates that Asia-Pacific tourism has fully recovered to pre-pandemic levels and is poised for further growth.
Key Points:
- Economic contribution: USD 3.2 trillion in 2024.
- Total jobs supported: 191 million, surpassing 2019 figures.
Visitor Spend Forecast: A Focus on Domestic Tourism
Ortiguera highlighted trends in visitor spending, emphasizing the importance of domestic tourism:
- International visitor spending is forecasted to reach USD 503 billion, which is still 10.2% below 2019 levels.
- Domestic visitor spending, which accounts for 77% of total spending, is expected to reach USD 1.7 trillion, an increase of 12.3% compared to 2019.
The Future of Tourism in Asia-Pacific:
“Over the next 10 years, Asia-Pacific will emerge as a true engine for global tourism growth, driving more sustainable and impactful travel experiences.”
Travel & Tourism GDP Forecast for 2034
Ortiguera also shared long-term projections for the tourism sector, stating that by 2034, the travel and tourism GDP is expected to reach USD 5.8 trillion, growing from 8.7% to 11.2% in GDP contribution. This translates into 104 million new jobs globally, with 64 million of those jobs created within the Asia-Pacific region.
Key Growth Factors:
- Increased focus on economic opportunities and environmental sustainability.
- Job creation opportunities tied directly to sustainable tourism initiatives.
The Rise of Sustainable and Community-Driven Tourism
Advocating for Responsible Travel
The growing concern over overtourism was also addressed: “We’re seeing five to ten times more reports about the negative effects of overtourism,” Ortiguera stated. An impressive 76% of travelers have expressed a desire for sustainable travel options. However, spending more on sustainability has not yet become a trend, which is why companies need to focus on sustainable destination management to remain competitive.
Steps to Consider for Sustainable Destination Management:
- Companies must avoid greenwashing and instead adopt genuine sustainability certifications.
- Establish roles focused on destination management to ensure resilience for both domestic and international tourism.
Community-Based Tourism and Mutually Beneficial Relationships
Community-based tourism was highlighted as an essential pillar for the future of sustainable travel. Governments across Asia-Pacific are working towards educating communities and supporting tourism models that benefit both travelers and local residents.
Key Benefits of Community-Based Tourism:
- Fosters cultural exchange: Enhances the visitor experience while supporting local communities.
- Economic benefits: Direct economic support for host communities, boosting local economies.
Global Trends Shaping the Future of Tourism
Green Claims Legislation and Sustainability Certifications
With the rise of green claims legislation, particularly in the European Union, it’s critical for businesses in tourism and hospitality to provide substantiated certifications to avoid greenwashing. The WTTC’s Hotel Sustainability Basis Program is one such initiative aimed at supporting the industry in transitioning to certified sustainable practices.
Importance of Certifications:
- Ensures businesses are truly implementing sustainability measures.
- Builds trust with travelers who are increasingly concerned about their carbon footprint.
Nature-Positive Tourism and Soft Adventure
With 50% of global tourism driven by nature-based experiences, there is an emerging trend towards soft adventure in Asia-Pacific. Nature-positive tourism has become a critical focus, with 80% of tourism revenue linked directly to nature and the environment. These statistics reinforce the need for responsible management of natural resources.
Examples of Nature-Positive Tourism:
- Soft adventure activities such as hiking and wildlife tours.
- Promoting sustainable eco-lodges and nature reserves.
Wellness Tourism and Holistic Experiences
Another growing trend is the demand for holistic wellness experiences, which not only cater to individual well-being but also to the well-being of communities. This includes integrating ancient spiritual wellness practices, such as sound healing, and offering accessible adventure experiences that encourage self-care and immersion in nature.
The Importance of Local Cuisine and Immersive Experiences
Celebrating Local Cuisine
With a growing appreciation of Asian cuisine worldwide, Ortiguera emphasized the importance of showcasing local culinary experiences. “Supporting local heritage through cooking, sustainable sourcing, and reducing food waste is crucial,” she added. Some progressive restaurants in Singapore have embraced zero-waste dining, setting the trend for other regions.
Benefits of Promoting Local Cuisine:
- Supports local producers and reduces the carbon footprint.
- Engages tourists with the culture of the destination.
Authentic and Immersive Travel Experiences
Immersive travel experiences are increasingly popular, providing travelers with opportunities to engage in activities such as dance, cooking, and crafts. Research indicates that travelers who participate in such activities are more likely to share their experiences on social media, effectively promoting the destination.
Tip for Tourism Businesses:
Create tourism products that reflect a sense of place. Whether it’s an itinerary, a hotel stay, or a guided tour, providing an authentic cultural experience can significantly boost traveler engagement.
Conclusion: Trends to Watch in Sustainable Tourism
The travel and tourism industry in Asia-Pacific is experiencing significant growth, with a focus on sustainability and community engagement. Businesses must adapt to these trends to remain competitive and ensure that tourism growth aligns with environmental and social sustainability goals. By investing in community-based tourism, green certifications, and immersive experiences, the industry can contribute to both economic prosperity and environmental preservation.
FAQs About Sustainable Tourism Trends in Asia-Pacific
- What are the current global trends in sustainable tourism?
- Community-based tourism, nature-positive travel, and sustainability certifications are some of the top trends in 2024.
- Why is sustainability important for the tourism industry?
- Sustainability helps preserve natural resources, supports local communities, and ensures long-term economic benefits for tourism-dependent regions.
- How can local tourism businesses become more sustainable?
- By adopting sustainability certifications, reducing waste, and offering community-driven tourism experiences.
- What role does community-based tourism play in sustainability?
- It fosters a mutually beneficial relationship between travelers and host communities, enhancing cultural exchange and economic development.
- What are the key benefits of promoting local cuisine in tourism?
- Promoting local cuisine supports sustainability, reduces carbon footprints, and offers tourists an authentic cultural experience.
