2023-11-15
In a pivotal segment of the 2023 WTA • Xianghu Dialogue titled “Win-Win Cooperation: Tourism Links the World”, Mr. Antonio LÓPEZ DE ÁVILA, Global Manager of the Tourism for Rural Development Program at the United Nations World Tourism Organization, shared his insights on the “The Power of Travel and Tourism”.
Here are excerpts from his speech:
Following one of history’s most challenging periods, global order has swiftly been restored, with international travel resuming robustly. China’s revival in tourism plays a significant role in this global resurgence, particularly in the Asia-Pacific region.
The past years witnessed a shift in tourism trends, with travelers now exploring remote rural areas, experiencing diverse lifestyles, and savoring unique cuisines.
However, the global tourism industry still faces challenges such as population dynamics, infrastructure, digitalization, and education. Notably, poverty in rural areas, where 83% of the population lives below the poverty line, remains a critical concern. To address this, the United Nations World Tourism Organization (UNWTO) has initiated several projects worldwide to leverage tourism for poverty alleviation in rural areas.
These initiatives have proven effective in introducing new business models in these regions, creating job opportunities for diverse groups including youth, women, and the elderly, thus spurring local economic development.
Valuable lessons can be learned from exemplary cases in sustainable tourism development. The UNWTO’s initiative involves 129 “Best Tourism Villages”, where a digital platform has been established to facilitate the exchange of experiences, challenges, and solutions among these villages. Additionally, various working groups are being formed to provide tailored solutions to the issues faced by these communities. Notably, eight of these distinguished villages are located in China, with one in particular achieving remarkable success in sustainable development in social, economic, and environmental aspects. This village has excelled in infrastructure development, job creation, and comprehensive development. The aim is to replicate these successful models in other projects, spreading their beneficial impact wider.
During the recent Xianghu Dialogue, we have discussed how jobs in tourism can drive transformation and help achieve the 2030 Sustainable Development Goals. The long-standing partnership between UNWTO and the World Tourism Alliance (WTA) has been instrumental in fostering investment and shared prosperity, promoting the development of both urban and rural areas.
Today, we have jointly completed a new report titled ‘Tourism: A Driver for Shared Prosperity’. We conducted in-depth studies of 12 cases, six of which are from China. This report offers valuable policy recommendations, both at the national and local government levels. Readers will gain insights into the key findings of this report, which is set to be officially released in the first quarter of 2024. We look forward to continuing our strong partnership with the World Tourism Alliance, sharing knowledge and practices with the entire tourism industry, and harnessing the power of travel and tourism to create a brighter future for all.