2023-11-19
In a pivotal segment of the 2023 WTA • Xianghu Dialogue titled “Harmony and Sharing: Tourism Advances Sustainable Development”, Mr. Tom JENKINS, CEO of European Tourism Association AISBL, shared his insights on the “Sustaining Sustainability – The Challenge for Europe and Its Visitors”.
Here are excerpts from his speech:
When discussing sustainable development, we must focus not only on the current environmental crisis facing Europe but also consider other issues including social sustainability, which are particularly crucial in the development of the tourism industry. A key issue, over-tourism, which has become a contentious topic in many European countries. The influx of tourists exceeding the local environmental carrying capacity has led to significant stress on natural environments and cultural landscapes, causing deteriorated tourist experience and environmental degradation, especially in popular destinations.
Over the past three years, the European tourism industry has witnessed a significant downturn, with international travel, including that among EU member states, drastically reduced. For instance, Italy saw a period where only domestic tourists were present. Fortunately, akin to trends observed globally, Europe’s tourism sector has gradually rebounded from this dire state. The recovery, particularly notable in 2023, has been fueled by the global economic revival. This resurgence has presented growth opportunities for the European tourism industry. Currently, Turkey and Spain are the most popular European destinations, largely due to the resumption of travels among EU countries. Europeans are rapidly returning to the Mediterranean, reacquainting themselves with its warm coasts after a long absence. Additionally, the strong US dollar has significantly boosted American tourism demand, providing further momentum for the recovery of Europe’s tourism industry.
Europe’s tourism recovery is also closely linked to China, one of its three major source markets. The cancellation of numerous China-to-Europe travel routes previously led to a loss of approximately 110 billion euros in tourism revenue for Europe, underlining the significant economic impact.
We must clearly recognize the contribution of long-distance travel to the tourism industry. Tourist spending is primarily generated during long journeys, such as those between China and Europe. This necessitates measures by tourist destinations to maintain the enthusiasm of long-haul travelers.
Carbon reduction is an integral component of sustainable development in tourism. In line with the goals set at the 21st Conference of the Parties (COP21), which aims for a 50% carbon reduction by 2030, the European Commission has introduced regulations for the aviation industry, mandating 70% sustainable fuel usage by 2050. Additionally, a green directive has been issued to scrutinize 330 sustainable development projects, eliminating those falsely claiming to be green and sustainable.
Tourism contributes over 10% to the global GDP but accounts for only about 8% of carbon reduction efforts. The European tourism industry must adopt more environmentally friendly practices, such as measuring carbon footprints and focusing on effective carbon reduction measures, to engage more consumers in the cause of sustainability.