Il turismo globale sta tornando in auge superando i livelli pre-pandemia. Ma con l'aumento dei viaggi internazionali, sono state messe in evidenza le sfide della sostenibilità.
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00:00Global tourism is bouncing back, breaking pre-pandemic levels. But what does it all mean for an industry in the sustainability spotlight?
00:14We're here at the World Travel Market trade event in London to find out.
00:19From India to Iceland, Thailand to Turkey, this year's WTM is the biggest ever, with 4,000 exhibitors. The global gathering coming as new data reveals a huge rebound in travel since the pandemic.
00:41One and a half billion global arrivals are expected for this year. By the end of the decade, we expect that to get up to two billion arrivals worldwide. People are absolutely prioritising travel over other forms of spending. Experiences are being prioritised over things.
00:58But where does this leave efforts to tackle overcrowding? In some European destinations, there have been anti-tourism protests amid community concerns over things like environmental damage and rising rental prices. In Croatia, a law is now being brought in to reduce short-term holiday rentals in residential areas.
01:19Travellers are increasingly wanting to help regenerate places when they visit, giving something back. And the sustainability conversation in the industry is evolving from net zero to net positive.
01:36Any one of us, when we travel, we want to experience something new which is regenerative for the soul. But also when you perceive the situation from the side of managing the tourist industry, we also need to make sure that the environment and the tourist product regenerates itself. The sustainability of tourism is extremely important for us especially.
01:59Japan is among many countries now actively promoting regenerative activities and experiences.
02:30Uzbekistan is an emerging destination, offering stunning architecture and rich history. And as the country looks to attract more travellers, it too is putting a focus on communities.
02:48There are very much underdeveloped areas. By us opening those destinations, we're very much helping the local communities. We're opening their eyes on opportunities. We're helping them starting small businesses. We are doing a lot of local experiences using people's houses, you know, to host people for lunches, for dinner. And this is for me all, you know, falls within what we call the sustainable business.
03:11Tokyo has long drawn visitors, magnetized by all the buzzing city has to offer. But as the industry looks to manage tourism flows and satisfy a growing demand for unique experiences, it's also promoting hidden gems beyond the traditional attractions.
03:31We recommend beautiful mountainous areas in the western part of Tokyo where you can enjoy hiking, grunting and so on. And also we have 11 inhabited islands in Tokyo where you can see beautiful sandy beaches, volcanic landscapes. And it's totally different from your typical image of Tokyo.
04:02Movie and TV tourism, or set jetting as it's become known, is taking travellers off the beaten track too, in countries like Thailand where the trend is growing.
04:13Now a day we got many movie, big movie come to Thailand, such as White Lotus season three.
04:24We create the follow the movie trail route, so they can go to the location shooting and acting like the movie star. Of course we promote facility around there, also the new destination around there.
04:42Global tourism is back and now the industry is under pressure to prove that it can be a force for good.