World Tourism Day, established in 1980, was chosen to coincide with a significant milestone in global tourism: the anniversary of the adoption of the UN Tourism Statutes on September 27, 1970. This timing is particularly appropriate as it marks the end of the high season in the Northern Hemisphere and the beginning of the travel season in the Southern Hemisphere.
This day is an opportunity for the world to unite and celebrate the transformative power of tourism, which has the potential to build a better, more connected world by supporting countries economically, socially, and culturally. Tourism creates employment and generates significant income—indeed, it remains one of the largest industries globally, accounting for nearly 10% of global GDP and employing one in ten people worldwide, according to the UNWTO.
This year’s World Tourism Day theme, “Tourism and Peace,” chosen by the UNWTO, resonates profoundly in a world that increasingly craves unity and collaboration. But while tourism has the power to bring people together and foster peace by promoting understanding and tolerance, for it to be a true force for peace, we must balance growth with sustainability, ensuring that destinations remain vibrant, resilient, and respectful of the people who call them home.
Popular destinations like Venice, Barcelona, and Dubrovnik have struggled with overtourism. In Venice, for instance, the annual influx of 25 million tourists far exceeds its local population of around 50,000, putting immense strain on infrastructure and local resources. Unchecked tourism growth can lead to environmental degradation, the displacement of local residents, and the loss of cultural identity, threatening the very essence of what makes these places unique.
At KLEBER GROUP, as dedicated professionals in the tourism industry, we understand the crucial responsibility of promoting sustainable tourism that leaves a positive impact. Our mission is to guide destinations, hotels, and tourism companies in shaping their offerings along this path and ensuring that tourism not only thrives but does so in a way that enriches both the places we visit and the people who live there, fostering connection and understanding between parts.
We support both established and emerging destinations, recognizing that emerging destinations play a crucial role in combating overtourism. To capitalize on these new markets, it is crucial to reduce travel barriers, enhance tourism infrastructure, and implement culturally relevant marketing strategies to engage diverse demographics. This involves crafting unique and thoughtful approaches that position these destinations on the bucket lists of first-time travelers, ensuring sustainable growth and lasting appeal.
Sustainable tourism efforts not only benefit the planet and the community, but also provides a unique and authentic travel experience, aligning with the latest trend of seeking curated, meaningful journeys rather than generic vacations. These initiatives include adopting eco-friendly accommodations, promoting cultural heritage, reducing carbon emissions, and supporting local businesses.
The Uruguayan musician Jorge Drexler once said, “As important as knowing where we’re from, it’s important to understand that deep down, we’re not completely from one place but a little bit from everywhere.” This profound statement highlights the interrelation of our world and the invaluable gift of traveling, as it gives us the opportunity to appreciate diverse cultures and the shared bonds that unite us, fostering a sense of equality and mutual respect among all people. Let us never forget that the true beauty of travel lies in these connections, along with a genuine appreciation for authentic experiences, and the willingness to get off the beaten path.
