sustainable tourism forbes

Travel, Tourism & Hospitality

Sustainable tourism worldwide - statistics & facts

What are the effects of global tourism on the climate, traveler awareness of social and environmental responsibility, key insights.

Detailed statistics

Ecotourism market size worldwide 2022-2028

Tourism-related transport's share of carbon emissions worldwide 2016-2030

Global travelers who believe in the importance of green travel 2024

Editor’s Picks Current statistics on this topic

Leisure Travel

Global carbon dioxide emissions from energy 1965-2023, by region

Further recommended statistics

Industry overview.

• Premium Statistic Ecotourism market size worldwide 2022-2028
• Premium Statistic Global travelers who believe in the importance of green travel 2024
• Premium Statistic Sustainable initiatives travelers would adopt worldwide 2022, by region
• Premium Statistic Conscious travelers' challenges when traveling in a sustainable manner worldwide 2022

Market size of the ecotourism sector worldwide in 2022, with a forecast for 2028 (in billion U.S. dollars)

Share of travelers that believe sustainable travel is important worldwide in 2024

Sustainable initiatives travelers would adopt worldwide 2022, by region

Main sustainable initiatives travelers are willing to adopt worldwide in 2022, by region

Conscious travelers' challenges when traveling in a sustainable manner worldwide 2022

Challenges of travelers when trying to travel in a sustainable and socially conscious manner worldwide as of March 2022

Environmental impact

• Basic Statistic Global carbon dioxide emissions from energy 1965-2023, by region
• Premium Statistic Tourism-related transport's share of carbon emissions worldwide 2016-2030
• Premium Statistic Carbon footprint of tourism-related transport worldwide 2005-2030
• Premium Statistic Carbon footprint of international tourism transport worldwide 2005-2030, by type
• Premium Statistic Carbon footprint of domestic tourism transport worldwide 2005-2030, by type

Carbon dioxide emissions from energy worldwide from 1965 to 2023, by region (in million metric tons of carbon dioxide)

Tourism-related transport's share of carbon emissions worldwide 2016-2030

Share of carbon dioxide emissions coming from tourism-related transport worldwide in 2016, with a forecast for 2030

Carbon footprint of tourism-related transport worldwide 2005-2030

Carbon dioxide emissions from tourism-related transport worldwide in 2005 and 2016, with a forecast for 2030 (in million metric tons of carbon dioxide)

Carbon footprint of international tourism transport worldwide 2005-2030, by type

Transport-related emissions from international tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030, by mode of transport (in million metric tons of carbon dioxide)

Carbon footprint of domestic tourism transport worldwide 2005-2030, by type

Transport-related emissions from domestic tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030 (in million metric tons of carbon dioxide), by mode of transport

International tourism figures

• Premium Statistic Number of international tourist arrivals worldwide 1950-2023
• Basic Statistic Number of international tourist arrivals worldwide 2005-2023, by region
• Premium Statistic Countries with the highest number of inbound tourist arrivals worldwide 2019-2023
• Premium Statistic Global air traffic - number of flights 2004-2024
• Premium Statistic Global air traffic - scheduled passengers 2004-2022

Number of international tourist arrivals worldwide 1950-2023

Number of international tourist arrivals worldwide from 1950 to 2023 (in millions)

Number of international tourist arrivals worldwide 2005-2023, by region

Number of international tourist arrivals worldwide from 2005 to 2023, by region (in millions)

Countries with the highest number of inbound tourist arrivals worldwide 2019-2023

Countries with the highest number of international tourist arrivals worldwide from 2019 to 2023 (in millions)

Global air traffic - number of flights 2004-2024

Number of flights performed by the global airline industry from 2004 to 2023, with a forecasts for 2024 (in millions)

Global air traffic - scheduled passengers 2004-2022

Number of scheduled passengers boarded by the global airline industry from 2004 to 2022 (in millions)

Opinions and behavior

• Premium Statistic Main drivers for visiting a country by people worldwide 2023
• Premium Statistic Share of outbound travelers planning to spend more worldwide 2022, by category
• Premium Statistic Share of global travelers that want to use green lodging in the next year 2016-2022
• Premium Statistic Interest in accommodation with high sustainability standard globally 2023, by country
• Premium Statistic Reasons global travelers stayed in sustainable lodging at least once last year 2022
• Premium Statistic Demand for sustainable hotels by global corporate travel managers 2022

Main drivers for visiting a country by people worldwide 2023

Reasons to visit a country according to respondents worldwide in 2023

Share of outbound travelers planning to spend more worldwide 2022, by category

Share of travelers planning to spend more on trips abroad in selected countries worldwide in 2022, by type of expenditure

Share of global travelers that want to use green lodging in the next year 2016-2022

Distribution of global travelers intending to stay at least once in an eco-friendly or green accommodation when looking at the year ahead from 2016 to 2022

Interest in accommodation with high sustainability standard globally 2023, by country

Share of travelers who look for accommodation with impressive sustainability innovation worldwide as of July 2023, by country

Reasons global travelers stayed in sustainable lodging at least once last year 2022

Main reasons travelers stayed in sustainable accommodation at least once over the past year worldwide in as of February 2022

Demand for sustainable hotels by global corporate travel managers 2022

Importance of hotel sustainability for business travel buyers worldwide as of October 2022

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Is it possible to be a ‘sustainable tourist’? 12 ways to make a positive impact on your travels

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After a period of plummeting tourism numbers during the pandemic, tourism is having a resurgence. This is good news for many workers and businesses, but it could be bad for the planet. Here is a selection of ways tourists can ensure that their holidays don’t harm the environment.

There are many positive aspects to tourism. Around two billion people travel each year for tourism purposes. Travel and tourism connect people and bring the world closer through shared experiences, cultural awareness and community building. It provides jobs, spurs regional development, and is a key driver for socio-economic progress.

However, there is often a downside; Many popular destinations are threatened by increasing pollution, environmental hazards, damage to heritage sites and overuse of resources. And that’s without factoring the pollution caused by travel to and from these destinations.

So, with that in mind here are some tips that will help you to enjoy your trip, and leave with the confidence that your favoured tourist destination will not be damaged by your presence, once you return home.

1. Ditch single-use plastics

Often used for less than 15 minutes, single-use plastic items can take more than 1,000 years to degrade. Many of us are switching to sustainable options in our daily lives, and we can take the same attitude when we’re on the road. By choosing reusable bottles and bags wherever you go, you can help ensure there is less plastic waste in the ocean and other habitats.

2. Be ‘water wise’

On the whole, tourists use far more water than local residents. With a growing number of places experiencing water scarcity, the choices you make can help ensure people have adequate access to water in the future. By foregoing a daily change of sheets and towels during hotel stays, we can save millions of litres of water each year.

3. Buy local

When you buy local, you help boost the local economy, benefit local communities, and help to reduce the destination’s carbon footprint from transporting the goods. This is also true at mealtimes, so enjoy fresh, locally grown produce every chance you get.

4. Use an ethical operator

Tour operations involve people, logistics, vendors, transportation and much more. Each link in the chain can impact the environment - positively or negatively. If you prefer to leave the planning to someone else, be sure to pick an operator that prioritizes the environment, uses resources efficiently and respects local culture.

5. ‘Please don’t feed the animals’

Sharing food with wildlife or getting close enough to do so increases the chances of spreading diseases like cold, flu and pneumonia from humans to animals. Also, when animals get used to receiving food from humans, their natural behaviours are altered, and they become dependent on people for survival. In some cases, it can also lead to human-animal conflict.

6. And don’t eat them either!

By creating the demand, consuming endangered or exotic animals leads to an increase in poaching, trafficking and exploitation of animals. Besides the harm done to the individual animal on your plate, irresponsible dining can contribute to the extinction of species already threatened by climate change and habitat loss. Keep this in mind when shopping for souvenirs as well, and steer clear of products made from endangered wildlife.

7. Share a ride

Transportation is a major contributor to the carbon footprint from tourism. Instead of private taxis, explore using public transportation like trains, buses and shared cabs. You can also ride a bicycle, which offers a convenient and cheaper way to explore and learn about a place.

8. Consider a homestay

Staying with a local resident or family is a nature-friendly option that allows you to get up close and personal with local culture and customs. Staying at local homestays can uplift communities by providing income while giving you a peek into different ways of life.

9. Do your homework

Before your travel, educate yourself about your destination. Doing so will allow you to better immerse yourself in local traditions and practices and appreciate things that might have gone unnoticed otherwise. With the right information, you can explore a destination in a more sensitive manner and surprise yourself with new adventures and discoveries.

10. Visit national parks and sanctuaries

Exploring nature and wildlife through national parks is an intimate way to learn about the animals and their ecosystems first hand. In some cases, your entrance fee supports conservation efforts that protect species and landscapes and preserve these natural spaces for future visitors to enjoy.

11. Don’t leave a trace

You can make a mark by not leaving a mark on your vacation destination. Put garbage in its place to avoid litter, and don’t remove or alter anything without permission. Let’s make sure we leave only soft footprints, and not the environmental kind.

12. Tell your friends

Now that you’re ready to travel in eco-friendly style, it’s time spread the word! Inform fellow travellers, friends and family about how sustainable tourism benefits local people by enhancing their livelihoods and well-being, and helps all of us by safeguarding our beautiful environment.

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Sustainable Tourism as a Force for Good.

• global issues

Sustainable tourism

Related sdgs, promote sustained, inclusive and sustainable ....

Description

Publications.

Tourism is one of the world's fastest growing industries and an important source of foreign exchange and employment, while being closely linked to the social, economic, and environmental well-being of many countries, especially developing countries. Maritime or ocean-related tourism, as well as coastal tourism, are for example vital sectors of the economy in small island developing States (SIDS) and coastal least developed countries (LDCs) (see also: The Potential of the Blue Economy report as well as the Community of Ocean Action on sustainable blue economy).

The World Tourism Organization defines sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities".

Based on General assembly resolution 70/193, 2017 was declared as the  International Year of Sustainable Tourism for Development.

In the 2030 Agenda for Sustainable Development SDG target 8.9, aims to “by 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”. The importance of sustainable tourism is also highlighted in SDG target 12.b. which aims to “develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products”.

Tourism is also identified as one of the tools to “by 2030, increase the economic benefits to Small Island developing States and least developed countries” as comprised in SDG target 14.7.

In the Rio+20 outcome document The Future We want, sustainable tourism is defined by paragraph 130 as a significant contributor “to the three dimensions of sustainable development” thanks to its close linkages to other sectors and its ability to create decent jobs and generate trade opportunities. Therefore, Member States recognize “the need to support sustainable tourism activities and relevant capacity-building that promote environmental awareness, conserve and protect the environment, respect wildlife, flora, biodiversity, ecosystems and cultural diversity, and improve the welfare and livelihoods of local communities by supporting their local economies and the human and natural environment as a whole. ” In paragraph 130, Member States also “call for enhanced support for sustainable tourism activities and relevant capacity-building in developing countries in order to contribute to the achievement of sustainable development”.

In paragraph 131, Member States “encourage the promotion of investment in sustainable tourism, including eco-tourism and cultural tourism, which may include creating small- and medium-sized enterprises and facilitating access to finance, including through microcredit initiatives for the poor, indigenous peoples and local communities in areas with high eco-tourism potential”. In this regard, Member States also “underline the importance of establishing, where necessary, appropriate guidelines and regulations in accordance with national priorities and legislation for promoting and supporting sustainable tourism”.

In 2002, the World Summit on Sustainable Development in Johannesburg called for the promotion of sustainable tourism development, including non-consumptive and eco-tourism, in Chapter IV, paragraph 43 of the Johannesburg Plan of Implementation.

At the Johannesburg Summit, the launch of the “Sustainable Tourism – Eliminating Poverty (ST-EP) initiative was announced. The initiative was inaugurated by the World Tourism Organization, in collaboration with UNCTAD, in order to develop sustainable tourism as a force for poverty alleviation.

The UN Commission on Sustainable Development (CSD) last reviewed the issue of sustainable tourism in 2001, when it was acting as the Preparatory Committee for the Johannesburg Summit.

The importance of sustainable tourism was also mentioned in Agenda 21.

For more information and documents on this topic,  please visit this link

UNWTO Annual Report 2015

2015 was a landmark year for the global community. In September, the 70th Session of the United Nations General Assembly adopted the Sustainable Development Goals (SDGs), a universal agenda for planet and people. Among the 17 SDGs and 169 associated targets, tourism is explicitly featured in Goa...

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The 2012 UNEP Foresight Process on Emerging Global Environmental Issues primarily identified emerging environmental issues and possible solutions on a global scale and perspective. In 2013, UNEP carried out a similar exercise to identify priority emerging environmental issues that are of concern to ...

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This Agenda is a plan of action for people, planet and prosperity. It also seeks to strengthen universal peace in larger freedom, We recognize that eradicating poverty in all its forms and dimensions, including extreme poverty, is the greatest global challenge and an indispensable requirement for su...

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Natural Resources Forum: Special Issue Tourism

The journal considers papers on all topics relevant to sustainable development. In addition, it dedicates series, issues and special sections to specific themes that are relevant to the current discussions of the United Nations Commission on Sustainable Development (CSD)....

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This publication is the product of an international study led by the Division for Sustainable Development (DSD) of the United Nations Department of Economic and Social Affairs (UNDESA) in cooperation with the Ministry of Carriacou and Petite Martinique Affairs and the Ministry of Environment, Foreig...

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Our Ocean, Our Future, Our Responsibility “The ocean is fundamental to life on our planet and to our future. The ocean is an important source of the planet’s biodiversity and plays a vital role in the climate system and water cycle. The ocean provides a range of ecosystem services, supplies us with

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The UN Ocean Conference 2022, co-hosted by the Governments of Kenya and Portugal, came at a critical time as the world was strengthening its efforts to mobilize, create and drive solutions to realize the 17 Sustainable Development Goals by 2030.

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Tourism is one of the Africa’s most promising sectors in terms of development, and represents a major opportunity to foster inclusive development, increase the region’s participation in the global economy and generate revenues for investment in other activities, including environmental preservation.

• January 2017 International Year of Tourism In the context of the universal 2030 Agenda for Sustainable Development and the Sustainable Development Goals (SDGs), the International Year aims to support a change in policies, business practices and consumer behavior towards a more sustainable tourism sector that can contribute to the SDGs.
• January 2015 Targets 8.9, 12 b,14.7 The 2030 Agenda for Sustainable Development commits Member States, through Sustainable Development Goal Target 8.9 to “devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”. The importance of sustainable tourism, as a driver for jobs creation and the promotion of local culture and products, is also highlighted in Sustainable Development Goal target 12.b. Tourism is also identified as one of the tools to “increase [by 2030] the economic benefits to Small Island developing States and least developed countries”, through Sustainable Development Goals Target 14.7.
• January 2012 Future We Want (Para 130-131) Sustainable tourism is defined as a significant contributor “to the three dimensions of sustainable development” thanks to its close linkages to other sectors and its ability to create decent jobs and generate trade opportunities. Therefore, Member States recognize “the need to support sustainable tourism activities and relevant capacity-building that promote environmental awareness, conserve and protect the environment, respect wildlife, flora, biodiversity, ecosystems and cultural diversity, and improve the welfare and livelihoods of local communities” as well as to “encourage the promotion of investment in sustainable tourism, including eco-tourism and cultural tourism, which may include creating small and medium sized enterprises and facilitating access to finance, including through microcredit initiatives for the poor, indigenous peoples and local communities in areas with high eco-tourism potential”.
• January 2009 Roadmap for Recovery UNWTO announced in March 2009 the elaboration of a Roadmap for Recovery to be finalized by UNWTO’s General Assembly, based on seven action points. The Roadmap includes a set of 15 recommendations based on three interlocking action areas: resilience, stimulus, green economy aimed at supporting the tourism sector and the global economy.
• January 2008 Global Sustainable Tourism Criteria The Global Sustainable Tourism Criteria represent the minimum requirements any tourism business should observe in order to ensure preservation and respect of the natural and cultural resources and make sure at the same time that tourism potential as tool for poverty alleviation is enforced. The Criteria are 41 and distributed into four different categories: 1) sustainability management, 2) social and economic 3) cultural 4) environmental.
• January 2003 WTO becomes a UN specialized body By Resolution 453 (XV), the Assembly agreed on the transformation of the WTO into a United Nations specialized body. Such transformation was later ratified by the United Nations General Assembly with the adoption of Resolution A/RES/58/232.
• January 2003 1st Int. Conf. on Climate Change and Tourism The conference was organized in order to gather tourism authorities, organizations, businesses and scientists to discuss on the impact that climate change can have on the tourist sector. The event took place from 9 till 11 April 2003 in Djerba, Tunisia.
• January 2002 World Ecotourism Summit Held in May 2002, in Quebec City, Canada, the Summit represented the most important event in the framework of the International Year of Ecosystem. The Summit identified as main themes: ecotourism policy and planning, regulation of ecotourism, product development, marketing and promotion of ecotourism and monitoring costs and benefits of ecotourism.
• January 1985 Tourism Bill of Rights and Tourist Code At the World Tourism Organization Sixth Assembly held in Sofia in 1985, the Tourism Bill of Rights and Tourist Code were adopted, setting out the rights and duties of tourists and host populations and formulating policies and action for implementation by states and the tourist industry.
• January 1982 Acapulco Document Adopted in 1982, the Acapulco Document acknowledges the new dimension and role of tourism as a positive instrument towards the improvement of the quality of life for all peoples, as well as a significant force for peace and international understanding. The Acapulco Document also urges Member States to elaborate their policies, plans and programmes on tourism, in accordance with their national priorities and within the framework of the programme of work of the World Tourism Organization.

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Home > Books > Tourism

Contribution of Domestic Tourism to Sustainable Tourism Development

Submitted: 16 June 2020 Reviewed: 19 August 2020 Published: 01 December 2020

DOI: 10.5772/intechopen.93646

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Tourism literature is awash with evidence of the value of domestic tourism to the tourism industry in general. However; there is limited knowledge of how domestic tourism is contributing towards sustainable tourism development especially in developing countries. This study explored the contribution of domestic tourism to sustainable tourism development in Zimbabwe, one developing country in Southern Africa. Using qualitative methodologies, data were collected and thematically analysed. The study revealed that domestic tourism has both positive and negative contributions to sustainable tourism development in unique ways. In conclusion, it was noted that without domestic tourism, Zimbabwe as a tourism destination would be struggling to grow its tourism product offering and expand its market share on the global tourism market.

• tourism marketing
• tourism value
• destination management

Author Information

Forbes kabote *.

• Chinhoyi University of Technology, Zimbabwe

*Address all correspondence to: [email protected]

1. Introduction

This chapter explores the contribution of domestic tourism to sustainable tourism development. In depth, interviews with 25 domestic tourists and 20 tourism suppliers from Harare, Bulawayo, Victoria Falls and Kariba revealed positive and negative contributions of domestic tourism to sustainable tourism development. Positive contributions of domestic tourism to sustainable tourism development were in the form of destination exposition, destination appreciation and economic development. Notable negative contributions were on destination degradation and low economic value.

2. Positive contributions of domestic tourism to sustainable tourism development

Positive contributions are those facets that seem to be adding value to the long-term sustenance of the destination and the tourism industry. A number of positive contributions portray domestic tourism as a vital dimension upon which to attain sustainable tourism development. These include destination exposition, destination appreciation and economic development.

2.1 Destination exposition

Destination exposition is when a community plays a part in ensuring that the destination becomes popular within and outside the local community. Well-travelled local people expose destinations visited to other tourism stakeholders such as inbound tourists, potential investors and government departments. According to Bessière [ 1 ], knowledgeable local people have a habit of taking new people who visit an area to local attractions they are familiar with. For example, David Livingstone was shown Mosi-oa-Tunya by knowledgeable local people [ 2 ]. He later wrote about it and renamed it to Victoria Falls. Today Victoria Falls is among a number of attractions that were exposed to foreigners by well-informed local people. Destinations like Victoria Falls and the wildlife sanctuaries around it became key attractions and destinations to regional and international tourists to Zimbabwe [ 2 ].

In order to expose tourism destinations to the outside world, domestic tourists assume various positions and functions within the tourism industry such as being information bureaus, ambassadors, role models and tour guides to attractions and destinations within their communities.

2.1.1 Domestic tourists as information bureaus

Domestic tourists act as information rich, well-researched and travelled unofficial information bureaus to potential tourists both domestic and international (see [ 3 , 4 ]). They provide informal information through word of mouth and personal experiences that is not regulated, not packaged, free, available anywhere and anytime to both active and potential tourists. Domestic tourists as information bureaus are not place and time restricted providing inbound tourists with alternative sources of information.

Inbound tourists rely on unprocessed information gained through word of mouth when making travel decisions as they believe it to be the truth as compared to neatly packaged information from official information bureaus (see [ 5 ]). Tourists become more informed on the prevailing environment at the destinations keeping them up to date with changes that might affect their tourism experience. In so doing they become informed travellers which is critical for tourism development.

2.1.2 Domestic tourists as tourism ambassadors

Local people who travel outside their country become default tourism ambassadors when called upon to talk about tourism in their country to people they meet outside their usual area of residence [ 6 ]. Local people leave the country temporarily or permanently.

As temporary travellers, local people need to know their country better to allow them to answer any question foreigners may ask. This way they would be able to sell their country by giving factual information based on the personal experience. Such information on destinations and attractions generates curiosity among the foreigners who would want to visit the country in future widening the tourism base for the destination country.

Local people have also migrated to other countries in search of wealth and found value in foreign lands. In the case of Zimbabwe, these are the bulk that visits Zimbabwean destinations during their own holidays as international tourists. This implies that when they left the country they did not have sufficient resources which could be used for tourism purposes but now can afford to travel for tourism purposes. This is better understood through Reed’s [ 7 ] insights derived from African Americans born of slave trade parents who see tourism to Africa as an opportunity to connect with their past. Diasporeans visit local attractions along with friends and relatives to whom they explain their own experiences in foreign lands and how foreigners travel in their own country and abroad. This would inspire local people to also want to travel creating a strong foundation for future tourism from both domestic and international tourists.

Diasporians usually visit renowned destinations that their foreign friends hear, talk, enquire about and probably have visited in the past. This allows them to familiarise themselves with these destinations in order to convince their foreign friends that they too know their own country. However, fairly unknown destinations are also popular with domestic tourists.

Some tour operators believe that if well advertised to domestic tourists, small destinations have potential to have large volumes of tourists both domestic and internationals through referrals. This draws a comparison between efforts being employed by authorities in advertising small and big destinations in the country. There is too much attention on big destinations that are frequented by international tourists at the expense of small destinations common with domestic tourists. This deliberate neglect of small destination development is counter sustainable tourism development as domestic tourists are known as more influential in building future tourists to any destination through referrals (see [ 8 ]). The others would feel being left out and also visit these places to experience them for themselves expressing the egoistic tendencies inherent among human beings (see [ 9 ]).

2.1.3 Domestic tourists as role models

Domestic tourists also assume the position of role models and ones to set the pace for inbound tourists by first visiting local attractions and destinations. This creates curiosity among potential tourists from other areas who would also want to visit these attractions and destinations. The trend of inbound tourists following domestic tourists supports Hudson and Ritchie’s [ 8 ] argument that domestic tourism provides the bedrock for sustainable tourism development in any destination as more tourists are inspired to visit the local destination in future.

2.1.4 Domestic tourists as tour guides

Through domestic tourism local people assume tour guiding roles. Knowledgeable local people lead inbound tourists around showing them local attractions every time they receive visitors not familiar with the local attractions. The provision of tour guiding services by local people reinforces information sharing through social exchange (see [ 10 ]). This gives a positive image of the conduct of local people which inbound tourists would take back home, share with friends and relatives widening the base for future tourism to the destination.

2.2 Destination appreciation

Attraction and destination attractiveness is built by the people who see value in the attraction and destination, retain the value and sell it so that others would also appreciate them (see [ 11 , 12 ]). Host communities seem to share similar views in that Zimbabweans have developed a higher level of appreciating beauty in objects they used to take for granted. The various views seem to agree on a number of ways in which destinations are appreciated by the stakeholders. Destination appreciation is exhibited through local people being active participants in tourism, their degree of tolerance, conduct of stakeholders at destinations, sense of ownership, management style and the development of tourists.

2.2.1 Active participation

Well-travelled local people help form a stakeholder inclusive tourism industry that guarantees customer satisfaction preparing ground for future tourists to the destination in tandem with the stakeholder theory [ 13 ]. Informed local people have become more welcoming to the tourists as they appreciate them more through active participation in tourism as tourees or tourists. Local people see more value in hosting tourists in their communities. They see value in sharing information, ideas and experiences. They know what kind of stories to share with tourists and where to take them. They even have an appreciation of the different tourists’ expectations hence they are better prepared to handle them.

Unlike in the past where travelling was restricted and associated with foreigners especially those from the west, these days there is a notable paradigm shift where an increasing number of local people are participating in tourism. Over the years, local people have come to realise the economic and social value of tourism for their communities and themselves through interaction with foreigners, observing them going on holidays and their psychological needs and desire to understand the environment in which people live in and how they came to be what they are.

This implies that travelling for leisure is contagious (see [ 14 ]). When people talk about their experiences or excitedly show off pictures and souvenirs obtained during their holidays, they inspire others to also want to travel. In the process, everyone will become part of the wave as people seek to be seen as moving along with times and being modernised. Modernisation theory which argues that everyone seeks to leave behind old obsolete ways of life to modern inspiring ways of life (see [ 15 ]) better explains this thrust.

2.2.2 Tolerance

During domestic tourism, people go to new places they are not familiar with where they interact with people whose way of life they do not know. They make friends with some even getting married. The development of long-term relationships during the interaction from being pure strangers to general friends into marriage partners reinforces the arguments of the uncertainty reduction theory as applied in tourism (see [ 16 , 17 ]). This cements a once sceptical relationship with unfamiliar people, customs and values into a common ground or contact upon which future travellers to these places make use of. This increases the tourists’ confidence to engage with the hosts fully aware that they have some common ground upon which to build better relationships.

However, it is not easy to build such relationships especially in a multilingual countries, for example in Zimbabwe there 16 official languages [ 18 ]. Language ignorance and counter accusations between different ethnicities aggravate animosity between domestic tourists and host communities especially when one visits areas that do not speak the same language as that of the tourist (see [ 19 ]). However, with more combined efforts, such diversity can be turned around into an advantage where the ethnic groups would visit each other as domestic tourists. This would help ethnic groups to better appreciate each other and hence lead to societal integration, peace and nation building. A situation that is ideal for tourism development in any country as tourists do not want to visit volatile destinations that they perceive as risky (see [ 20 ]).

2.2.3 Tourists conduct

Host communities were able to distinguish the attractions that appeals to international tourists compared to those that appeals to domestic tourists through their conduct. Foreigners are believed to have more respect and place more value on local attractions because they have more curiosity as compared to domestic tourists. The attraction is bound to be new and a spectacle to a foreigner; hence, it generates a lot of interest, the need to understand the phenomena and how the local people live with such spectacular attractions.

On the other hand, domestic tourists seem to be excited when exposed to new attractions they are not familiar with in their everyday life. Some families in big cities grew only exposed to urban settings without any exposure to the life outside towns hence they have greater desire to explore the countryside. To them, all the flora and fauna make an exciting encounter, hence the increase in photo safaris. With increasing value in the attractions from both domestic and international tourists, the need to conserve them increases aiding in attaining sustainable tourism development.

2.2.4 Ownership of attractions and destinations

Local people feel they are part of the local cultures on display. As such they develop greater respect for historical and cultural attractions as compared to foreign tourists (see [ 21 ]). This helps maintaining the curiosity of the inbound tourist. The differences in approach and understanding of local values and rituals have had effects on tourists and tourism. For example, in Zimbabwe, there are both domestic and international tourists that disappeared in Mount Nyangani making the mountain a dark tourism site.

To date, there is no agreed explanation as to how these people disappeared. According to Mupira [ 22 ], the scientific explanation points to quicksands believed to be burying people though it has not been proven so. On the contrary, local people attributed the disappearing of people to angry spirits (see [ 22 ]).

It seems though that both the tourists and local people believe the local people’s theories as exhibited by their actions. For example, before climbing Mount Nyangani, tourists consult local traditional leadership. The traditional leadership is perceived as the owners and custodians of local culture and values. The myths around the disappearance of people in Mount Nyangani present local communities with an opportunity to interact with inbound tourists. They use their knowledge of local systems as part of the broader national systems to share safety practices required by tourists for one to have a successful hike in the mountain. Knowledge exchange is based on indigenous knowledge systems [ 23 ] where local values need to be respected. Strict adherence to dos and do nots while at sacred places are agreed to as the best way of touring sacred places. Employment is created where local people act as tour guides for climbers where their knowledge of the area increases the success of such hikes. This would influence more climbers to visit this place in future knowing that it has become safer through engaging knowledgeable local people.

Dark tourism sites have gained international attention. People visit to experience the dark encounters and remember their loved ones who disappeared in these places. Some tourists will be trying to understand spirituality and ritualism practiced by local people believed to have power over what is happening at the sites (see [ 24 ]). Anthropologists will also seek explanations to the mysteries around the disappearance of people at these places. The continued polarisation of the two perceptions would keep the myth ongoing and the destination attracting more tourists.

In other incidences, through domestic tourism, local people have come to realise the value of resources available in their communities. This is a manifestation of the realisation that each area is unique in its offerings to the tourism industry and the need to have responsible local people. Host communities should take care of resources available within their communities by practicing sustainable resource utilisation, for example when fishing.

Domestic tourists felt that tourism was part of their heritage. This portrayed tourism as an inherent phenomenon that was practiced since time immemorial, visiting and enjoying the God-given attractions. However, the difference could be that unlike foreigners who travel and spend some days in some foreign land, domestic tourists do not cross international borders to be tourists. Instead, domestic tourists travel to get their mind together and in the process will be admiring nature and being healed by nature as tourists for the duration of their experience. Domestic tourists benefit personally from tourism just like their international counterparts. A situation which is better understood through the tourist gaze concept which argues that one does not necessarily need to spend at least a day away from home to be a tourist, but rather it is the engagement in touristic activities that makes one a tourist (see [ 25 , 26 ]).

2.2.5 Destination management

To continue gaining tourism benefits, authorities that manage destinations especially dark tourism sites like Nyanga are investing more in scientific ways of ensuring the safety of tourists to these destinations. For example, to increase the safety of tourists to Mount Nyangani, the following may be adopted. Tourists to fully charge their cellular phones have torches with new batteries and spare batteries, be accompanied by a trained tour guide and encouraged to stick to walkways cleared by the authorities, avail and ensure all tourists wear reflective jackets, carry whistles and bells to aid in rescue mission in the event of someone disappearing.

Adherence to the rules is expected to maximise chances of successful trips and enjoyable experiences opening the destination to more risky averse tourists who are not comfortable visiting under the current conditions. These would visit in future as it becomes clearer through testimonies of how others have experienced dark tourism attraction site.

2.2.6 Development of tourists

Building on Urry and Larsen [ 26 ] tourist gaze concept, one can argue that domestic tourism is made up of various building blocks as local people appreciate the value of tourism and its healing power. This gives the impression that at first local people just walk around within their communities unaware that they are actually being tourists in the process, later they explore further afield before travelling internationally as ‘tourists’. Figure 1 shows the development stages and degree of tourism formalisation matrix.

Tourist development and formalisation matrix.

Tourists undergo four stages of development that build on each other without clear cut off point but rather a gradual change. This is better appreciated through the lenses of Maslow’s hierarchy of needs theory [ 27 ] that argues that a satisfied need is no longer a motivator hence desire to go for another higher order unsatisfied need. Equally tourists start by exploring their local communities before going further afield. Through exposure they are motivated to explore more and further away from their local community and there is need for the right political and economic environment to prevail before that can happen.

The four stages identified in tourist development are when one is a backyard domestic tourist, micro domestic tourist, macro domestic tourist and international tourist.

2.2.7 Backyard domestic tourists

Backyard domestic tourists are local people who go out of their homes for some moments for leisure. They forget their everyday challenges without spending anything in tandem with the tourist gaze concept (see [ 26 ]). Everything being done at this stage is informal with people going out for different social reasons like managing domestic disputes as given by respondent 17 who said ‘When you have a problem even at home with Madam (wife) you go for a breath of fresh air’. This portrayed backyard domestic tourists as mainly individuals seeking to rest and in need of time to recollect themselves and strategise on challenges they are facing.

In backyard domestic tourism are also young couples hiding from communal eyes especially during courtship. Young people would wonder off the beaten path in search of privacy and seclusion. It is during these moments that attractions are discovered as people wonder off from home. These new attractions become the bedrock of future tourism as tourists graduate from backyard purely informal domestic tourists towards formal international tourists going beyond their own country’s borders.

2.2.8 Micro domestic tourists

Micro domestic tourists are local people who would be fully aware of attractions within their locality. They would take time to visit them. They would take along friends and relatives who would have visited them but not familiar with local attractions. Local people would explain to the visitors the various stories associated with the attractions. Some would even take their families for a day visit at these attractions for picnics [ 25 ].

At this stage local people would also visit official tourism sites located within their communities where they will have to pay to access the attraction. Thus, as one goes up from being a backyard domestic tourist towards being an international tourist, they become more formal. However, at this stage, local people would be spending the day out and come back the same day. Distance covered is subject to the exact location of the attraction though distance is not the key variable but the activities one does during that time when they are tourists. Typically they are recognised in tourism as excursionists though Urry and Larsen [ 26 ] and Cohen and Cohen [ 28 ] describe them as informal domestic tourists whilst Canavan [ 25 ] refers to them as micro domestic tourists.

2.2.9 Macro domestic tourists

On the third level are the macro domestic tourists who take their time to visit attractions within their country but beyond their locality. They spend some time travelling to and from the destination and within the destination [ 25 ].

Apart from the attraction, these tourists also need such facilities like guest houses, lodges, hotels and restaurants. They spend at least a day at the destination to enjoy. They pay for almost everything they need to use and enjoy at the destination contributing to the formal tourism industry. At this stage, all they do is formal qualifying them to be called domestic tourists as they are restricted within the boundaries of the country.

2.2.10 International tourists

The fourth and last stage is when tourists are now travelling beyond the boundaries of their country making them international tourists. At this stage, everything is formal and demands for proper planning and coordination as the people would need to cross borders, deal with foreigners, use foreign language and face unfamiliar economic, political and social environment.

The four stages of tourist development give insights into how domestic tourism can be nurtured according to the resource base of the various tourists. Those with minimal income being encouraged to stick to recreation at local attractions like community recreation areas. Whilst those with more money are encouraged to explore their country further before going international.

When local people evolve from backyard domestic tourists to international tourists they tend to have a better understanding of tourism and tourism resources. As a result they register behaviour change where they become active participants in tourism resource conservation aiding in environmental sustainable tourism development of the destination. Local people would come together and work with other interested parties to conserve nature for their own good and the good of others, present and future generations inclusive ensuring that tourism will thrive into the future satisfying the intergeneration sustainability of the tourism industry. Figure 2 explains how local people and other organisations are working together in conservation.

Example of mutual effort in conservation.

This gives a community based resource management approach that all stakeholders are part of. With all conservation resources being donated by others, local people will also see value in the same resources as they also seek to understand why someone from as far as Australia would be interested in saving their God given natural resources. Tourism resources are protected from potential threats like poachers ensuring their continued existence into the future. At the same time allowing for coordinated harvesting of such resources in a manner that benefits all stakeholders through such facilities like CAMPFIRE ( Figure 3 ).

CAMPFIRE activities on resource management in Zimbabwe.

Communities have benefitted from resources within their vicinity through infrastructural developments and employment creation [ 29 ]. This has motivated communities to conserve the resources that will benefit future stakeholders.

Accessibility concerns which can take the form of roads, rail, air, information, technology are real and of concern especially in remote destinations. With rural areas offering the bulk of tourist attractions Government is under pressure to make them accessible as a way of improving tourism (see [ 30 ]). Local people have structures designed to address their concerns. These include local councils, members of parliament and relevant ministries. Addressing accessibility concerns will benefit both present and future domestic and international tourists to the destination as the infrastructure developed to support them will last for some time and have long term effects to the communities and the tourism industry.

Domestic tourism allows local people to understand the different cultures among the indigenous people of a country. Tourists now understand that one has to enjoy the differences than destroy the other people and their culture. They should also help to conserve the other culture for everyone to enjoy from such cultures in future.

2.3 Attraction authenticity

Attraction authenticity is when an attraction remains consistent over time offering same benefits in the same manner as originally presented. On its own, Zimbabwe is believed to be a sustainable tourism destination as it still has its attractions intact. Zimbabwe still has its culture, flora, fauna, food, mountains and rivers unadulterated through modernisation. For example, animals are still available in the natural wilderness not zoos.

The continued practices of traditional cultures provide cultural tourists with essential attractions to enjoy. In the process allowing them to time travel back into the days when the same cultures were experienced by their forefathers through re-enactment of the experiences and listening to stories about the cultures (see [ 7 ]). Serving organic foods creates demand from healthy conscious tourists and food tourists. Making Zimbabwe a dream destination to visit that will satisfy their needs.

There are many other natural attractions available in the country that domestic tourists have helped to develop and maintain for the benefit of both current and future stakeholders. Even after the historic fast track land reform programme, there are new farmers who are investing in wildlife conservation as Zimbabweans realise that wild animals have more value from the tourism industry than just having meat. One such investor said:

I wanted to venture into game parking industry so I wanted to learn more about animals which can survive in this climate in Zimbabwe so I could adopt knowledge. I have a small area where the former white farmer used to have a game reserve that I want to revive (Domestic Tourist 7).

These actions are indicative of a people that have realised their mistakes. Mistakes of destroying once vibrant game reserves and now have to revive them. This is indicative of the weaknesses of the fast track land reform programme. The programme that was adopted without due diligence on the possible short-, medium- and long term implications on communities and other stakeholders like the flora and fauna in the former white owned farms [ 31 ] which has bearing on environmental and economic sustainability of sustainable tourism development in the country.

In addition domestic tourists are helping in the discovery of new attractions with tourism value potential for the industry when they give feedback as to how visitor facilities and experiences may be improved, provide information that links different tourism sites in different parts of the country to give a complete story on available attractions.

By alerting authorities to the existence of local attractions with potential value to the tourism industry, domestic tourists are perceived as helpful in the development of tourism resource base enriching the tourism basket. Stories of how places are connected and developed establishing trails that help explain movements of earlier inhabitants of the country. For example through carbon dating, archaeological studies and fork tales educationists have been able to link Great Zimbabwe ruins in Zimbabwe with Mapungubwe Ruins in South Africa and many other ruins in Zimbabwe. As having been built by people of same origin that shared same ancestry. From cultural trails, authorities will be able to develop tourism trails through the related facilities providing a complete tour package to tourists interested in such related attractions and generating more economic benefits and enriching the social fabric of the local people hence aiding in the economic and social sustainability of the destination.

2.4 Economic development

Domestic tourism is a key driver of local economic development in destination regions [ 32 , 33 , 34 ]. The economic benefits of domestic tourism are felt everywhere where people visit and congregate for some time. Economic benefits cuts across informal and formal domestic tourism with some being direct whilst others are indirect.

Local economy is sustained by combined investment and expenditure of local and incoming visitors. Domestic tourists use money to buy tourism goods and services like artefacts to take back home from vendors, sleep in hotels, eat in restaurants and undertake activities. Profits generated are expected to benefit the local community through Corporate Social Responsibility by having tourism organisations donating to the local communities. Once happy with income from tourism the local communities would embrace tourism in their community making tourists feel welcome in these areas and reduce animosity and hostility towards the tourism industry. This situation is better understood through Doxey’s Irridex Model (1975) where host communities and tourists interaction is normally antagonistic at first but improves as trust between the parties improves through continued interaction and flow of mutual benefits.

Profits generated in a destination are also expected to be used to develop the destination. Unfortunately it seems there is mismatch between what people believe they are paying for and what they are seeing on the ground. Interestingly local authorities were observed taking action such as repaired all the roads, filling pot holes and sometimes resurfacing a whole stretch. Street lights that last worked years ago were repaired. New bins were bought and placed at strategic places all over town. Grass was cut, rubbish picked from lawns and streets and regular refuse collection was done leaving the town clean.

These activities clearly show that the authorities have the ability to make the situation better in destinations but have little regard for the ordinary citizen and or tourist. Despite that they need the support of both local people and tourists to survive. This call for a massive paradigm shift in the way local authorities manage councils and provide services to both local people and tourists.

On the other hand, having MICE tourism whether domestic or international graced by the President helps in improving service delivery at destinations. The facilities presumably put to impress the President will remain well after the President has left to benefit the local people and the tourists. The image of the destinations will positively change in the minds of the future tourist who find the destination in an improved condition after the President’s visit [ 35 ]. Taking with them positive perceptions of the destination to be shared back home.

Domestic tourists were also observed as keen lovers of traditional food items. As such, hotels and restaurants that offer such food items have to get them from local producers. Tourism financial resources will be spread to these communities expanding the reach of tourism income ripple effects in the destination region. Thus, almost everyone will feel and enjoy the value of tourism through indirect and direct benefits. This persuades them to continue supporting the tourism industry to ensure its sustainable growth.

3. Negative contributions of domestic tourism

Negative contributions are the negative impacts to sustainability of the tourism industry attributed to domestic travel. Zimbabweans who travel to various destinations have been blamed for a number of negative impacts they had on local attractions and destinations with potential to affect the long-term sustainability of the destinations. These were attraction destruction and minimal expenditure.

3.1 Attraction destruction

Conflicts have arisen in destinations as domestic tourists were seen destroying attractions. Domestic tourists have been to attractions that have been declared heritage sites and hence protected to undertake some cultural activities for example at Ngomakurira for rainmaking ceremonies. The exercises involve entering caves and clearing routes to sacred places. In so doing they got too close to the actual attraction exposing it to the natural destruction through such geological processes like weathering, rock falls, landslides and mudflows.

Other attractions that are used for cultural purposes such as Great Zimbabwe have also been threatened by local people. For example local people walk on stones at Great Zimbabwe hence loosening the whole structure exposing the site to destruction. Local people were hosts as in residents around the Great Zimbabwe who would herd their domestic animals within the heritage site. The people would walk on the stones whilst the animals would also loosen some stones exposing the site. Unlike the incoming tourists who see the magnificent work of man in the structure, local people are used to such features and hence do not value it much. This disposition is better understood through the Shona proverb that says ‘chikomo chiremera chevarikure varipedyo vanotamba nacho’ meaning (a hill is revered by those far away, those nearby play with it).

In different tourism organisations, there are regulations that govern the behaviour of stakeholders in an effort to make the destination sustainable. Unfortunately, domestic tourists were singled out as having little respect for regulations. Domestic tourists disregard for rules and regulations is better understood through Nozick’s Entitlement Theory [ 36 ], which argues that goods distribution is just when the goods were acquired and transferred legitimately. In this case, the domestic tourists are demanding what they believe is theirs yet is being controlled by authorities. Unless and until both parties come to appreciate the need to have the authorities manage the resources and the local people together with foreigners having to pay for upkeep of such resources, domestic tourists will remain a threat to sustainable tourism development.

The arguments fronted by the domestic tourists for not wanting to pay can also be understood through the ethnicity theory [ 37 ]. The theory postulates that ethnic minorities has unique cultural value systems that influence their behaviour. Thus equally in tourism, the theory would attribute tourism behaviour differences between people (domestic and international) to value differences based on sub-cultural norms unique to each tourist grouping. How much do they value such facilities compared to what they are being asked to pay to enjoy them.

Domestic tourists also have emotional attachments with attractions given their history as such they sometimes act in very different ways. Whilst some exhibit possessive characteristics and fight to gain control of tourism resources they believe are theirs, others would want to destroy the resources. For example, domestic tourists who visited Matopos in Zimbabwe wanted to deface what is written on the grave of Cecil John Rhodes whilst others wanted to urinate on it.

Various reasons may be proffered for wanting to destroy certain attractions. These include differences in political inclination where opposing opinions may lead to physical destruction of relics associated with the enemy or rival group. After which establish own systems as a manifestation of power over your subjects (see [ 38 ]).

The hatred for Rhodes can be attributed to his association with the history of Zimbabwe. Maylam [ 39 ] argues that Rhodes is seen as a symbol of colonialism and all the injustices experienced during the colonial era, death and suffering during the liberation war where some domestic tourists lost their loved ones. Thus, in a bid to revenge their suffering under Rhodesian systems, domestic tourists would want to deface and urinate on his grave, maybe as a way of belittling him even in death.

However, despite the emotions, Rhodes remains part of Zimbabwe’s history. The history can be harvested through tourism to generate money for the country as a destination. Thus, continued emotional involvement by domestic tourists may damage the Rhodes relics such as his carts and furniture at Rhodes museum in Nyanga, Rhodes Nyanga Hotel on his once estate now a National Park and his grave at Matopos. This would remove some tourism attractions from the Zimbabwean tourism basket and is not good for sustainable tourism development in the country.

3.2 Minimal expenditure

Whilst domestic tourists are accepted as the bedrock of tourism in any country, their expenditure patterns have been low. Domestic tourists are presented as economically sensitive to distance and expenditure supporting earlier work by McKercher [ 40 ]. McKercher’s [ 40 ] distance decay theory argues that when comparable offers are available between short distant and long distant destinations, domestic tourists tend to choose short distant destinations to save on time and money. However, instead of using their income to support local tourism businesses, domestic tourists do not support tourism businesses whose services they can do without. These include accommodation providers and restaurants. In so doing domestic tourism is not supportive of the broader tourism industry with only a few selected suppliers whose services are unavoidable doing business with domestic tourists. As such the quality and quantity of facilities on offer on the market is compromised as service provider struggle to maintain standards as their income dwindles through minimal support from domestic tourists. This will have ripple effects on the tourism industry as international tourists will also shun Zimbabwe as a destination citing poor services that are not competitive.

4. Conclusion

In this chapter that explored the contribution of domestic tourism to sustainable tourism development, domestic tourism is seen as helping in exposing once unknown attractions and destinations to the outside world, having well-informed local people assuming various roles such as being quasi-information bureaus, de facto tourism ambassadors and role models and tour guides. Domestic tourism also increases destination value to the local people where they engaged in active participation as domestic tourists, develop high tolerance of incoming tourists and their conduct; exhibition of pride in attraction and destination ownership; increased investment in destination development and management and influence the growth of tourists from micro informal tourists to macro formal tourists. Positives were also noted in retaining attraction authenticity and economic development of destinations.

On the negative side, domestic tourism is blamed for attraction destruction as local people wrestled with authorities for ownership, management style, decisions on what to conserve, charges to accessing tourism resources and distribution of income generated from tourism. Domestic tourism was also blamed for the poor economic performance of some destinations since they were generally low spenders.

Evidence on the contribution of domestic tourism to sustainable tourism development suggest that without domestic tourism, Zimbabwe as a tourism destination would be struggling to grow its tourism product offering and expand its market share on the global tourism market.

5. Research limitations and future studies

This study was carried out in Zimbabwe, a developing country that was grappling with political and economic challenges. These challenges could have had an impact on how the research participants perceive the whole relationship between domestic tourism and sustainable tourism development. This might make generalisation of the results to other countries difficult limiting the study to Zimbabwe and other developing countries going through similar political and economic challenges.

Thus, recommended that similar studies be done in other developing countries that do not share similar economic and political challenges with Zimbabwe. It would also be interesting if similar studies are done in developed countries to see if the results will be comparable.

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The future of tourism is sustainable and regenerative

To make tourism sustainable and even regenerative, travellers themselves must undergo a mindset shift — but that's not easy in a cost-of-living squeeze. Image:  Reuters/Jonathan Ernst

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• Japanese domestic tourism is recovering from the shock of the pandemic but international travel is lagging.
• Travellers increasingly demand sustainable and affordable options — but those are hard to come by in a cost-of-living squeeze.
• To make sustainable and regenerative tourism a reality, travellers themselves must undergo a mindset shift.

Since the significant easing of its pandemic border control measures last October, Japan has seen a steady return of foreign tourists.

According to the Japan National Tourism Organization (JNTO), the number of visitors to Japan in July reached 2.32 million, recovering to about 80% of 2019 levels.

And Japanese people are travelling their own country more, too. According to the travel trend survey by Japan Travel Bureau（JTB), 72.5 million people in Japan traveled within their country during the summer vacation season in July and August — almost returning to pre-pandemic levels. International travel, meanwhile, was low: 1.2 million people , which is 40% of the 2019 figures.

Many people wished to travel abroad but were unable or unwilling to do so cited concerns about safety and health, the lengthy immigration procedures involved in international travel and the unfavourable exchange rates and high costs.

For the outbound recovery to gain momentum, a safe and economically enabling environment is essential.

Have you read?

3 ways hotels and tourists can work together to decarbonize travel, japan airlines' clothing rental service aims for sustainable tourism, overtourism: a challenge to sustainability.

As the influx of tourists revitalizes local economies, a growing concern is emerging: the resurgence of overtourism, where popular destinations are flooded with an excessive number of visitors. In response, Prime Minister Kishida Fumio has announced plans to develop solutions this coming autumn to combat overtourism, addressing its negative impacts on local life, including congestion, traffic jams and litter.

Even before the COVID-19 pandemic, overtourism had started to plague certain Japanese tourist spots. As Japan's tourism industry and tourist destinations hit hard by the pandemic make strides toward recovery, it essential to view these challenges as opportunities for positive change and transform tourism into something more sustainable.

Hotels across Japan are accelerating their sustainability efforts. One noteworthy example is the Tokyo Station Hotel, located within the Tokyo Station building, which is designated as a National Important Cultural Property, is implementing the " CO₂ Zero STAY " programme to virtually eliminate CO₂ emissions generated during a stay by all rooms booked through the official website.

The World Economic Forum’s Platform for Shaping the Future of Mobility works across four industries: aerospace and drones; automotive and new mobility; aviation travel and tourism; and supply chain and transport. It aims to ensure that the future of mobility is safe, clean, and inclusive.

• Through the Clean Skies for Tomorrow Coalition , more than 100 companies are working together to power global aviation with 10% sustainable aviation fuel by 2030.
• In collaboration with UNICEF, the Forum developed a charter with leading shipping, airlines and logistics to support COVAX in delivering more than 1 billion COVID-19 vaccines to vulnerable communities worldwide.
• The Road Freight Zero Project and P4G-Getting to Zero Coalition have led to outcomes demonstrating the rationale, costs and opportunities for accelerating the transition to zero emission freight.
• The Medicine from the Sky initiative is using drones to deliver vaccines and medicine to remote areas in India, completing over 300 successful trials.
• The Forum’s Target True Zero initiative is working to accelerate the deployment and scaling of zero emission aviation, leveraging electric and hydrogen flight technologies.
• In collaboration with the City of Los Angeles, Federal Aviation Administration, and NASA, the Forum developed the Principles of the Urban Sky to help adopt Urban Air Mobility in cities worldwide.
• The Forum led the development of the Space Sustainability Rating to incentivize and promote a more safe and sustainable approach to space mission management and debris mitigation in orbit.
• The Circular Cars Initiative is informing the automotive circularity policy agenda, following the endorsement from European Commission and Zero Emission Vehicle Transition Council countries, and is now invited to support China’s policy roadmap.
• The Moving India network is working with policymakers to advance electric vehicle manufacturing policies, ignite adoption of zero emission road freight vehicles, and finance the transition.
• The Urban Mobility Scorecards initiative – led by the Forum’s Global New Mobility Coalition – is bringing together mobility operators and cities to benchmark the transition to sustainable urban mobility systems.

Contact us for more information on how to get involved.

This initiative, which uses the carbon offset system, calculates and visualizes the amount of CO₂ emissions generated by guest stays and invests the equivalent amount in emissions reduction activities, thereby reducing the emissions to virtually zero. All costs are covered by the hotel itself, meaning that guests contribute to expanding forest conservation efforts and supporting renewable energy simply by staying at the hotel.

Another player in the sustainable hospitality scene is Mori Trust Hotels & Resorts. They are taking steps to preserve tourism resources by introducing eco-friendly amenities like wooden and bamboo toothbrushes and hairbrushes, as well as razors and shower caps with reduced plastic content. They are also eliminating individual packaging for soaps and amenities while charging for these items. The company is currently reassessing the amenities used in their 18 hotels nationwide, which collectively use around 16 tons of plastic each year, and aims to cut down the plastic used in amenities by over 90% by 2024.

Traveller behaviour and tourism

As hotels and other players in the tourism industry move towards a more sustainable future, it is equally crucial that travellers, who are the main drivers of tourism, follow suit and change their attitudes and behaviours.

According to the Sustainable Travel Report 2023 , which gathered insights from over 33,000 travellers across 35 countries and territories, 76% of global travellers — and 56% of Japanese travellers — express a desire to embrace more sustainable travel over the coming 12 months. On the other hand, 76% of global travellers and 75% of Japanese travellers say that the global energy crisis and rising costs are impacting their spending plans. This has led to travellers being more budget-conscious, with only 43% of global travellers and 22% of Japanese travellers willing to pay extra for certified sustainable travel experiences.

In light of this trend, offering discounts and financial incentives by tourism providers may motivate travellers to opt for sustainable travel options. Furthermore, providing more information and choices can also promote sustainable travel, since almost half of both global and Japanese travellers feel there are not enough sustainable travel options available to them.

Regenerative tourism: the future of tourism

"There's one thing we can do: actively choose sustainable hotels and resorts, and contribute to their economic impact. Guests are the key to creating a sustainable environment," says travel journalist Naoko Terada, highlighting a crucial step that we all must take.

To achieve sustainable tourism that considers environmental, social and economic impacts, it is essential to change the mindset of travellers, who must act responsibly in terms of their impact on local communities and the natural environment. The realization of a future in which regenerative tourism, a further evolution of sustainable tourism, becomes mainstream depends on changing the behaviour of both hosts and travellers.

In the World Economic Forum's Travel & Tourism Development Index 2021: Rebuilding for a Sustainable and Resilient Future , Japan took the top spot in the development index ranking.

Japan, a highly regarded tourist destination, is leading the way in the future of regenerative tourism — where the more tourists visit, the more the place changes for the better — which will have a significant impact on the transformation of the global tourism industry.

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