TOURISM,

HOSPITALITY,
SUSTAINABLE &
THEIR INDUSTRY
TOURISM & CASES STUDY

Give students knowledge to know Tourism to another part of socio-economics in the world
and get ideas about tourist attraction which found in this WORLD.

since 1978
COMPANY MASANJA
masanjaemmanuel919@gmail.com.
Abstract
Currently tourism is the main source of raising the economic level and it is the most popular industry in
the world. Most of the countries have been able to tread rapidly the evolution in this sector, by
maintaining their resources (natural, historical heritage and the nature of its climate). Hence, Erbil is not
devoid of these natural wealth and stunning views, these resources and advantages gave Erbil a great
distinct tourist nature compared to the rest of the provinces in Iraq. After establishing the General Board
of Tourism in Erbil, government attention on tourism sector has been increased, by working on large-
scale projects in this sector in a side and encouraging the private sector role and the foreign investment
movement in this area in the other side. Here regarding to our research and the subject of the study, we
are going to focus on these issues:

Highlighting the role of the two sectors (Private and Public) in the field of tourism since 1964.

Displaying the role of marketing in succession the tourism sector in Erbil.

 What are the plans and projects of the General Board of Tourism in upgrading and raising the
level of tourism marketing efficiently?

 How the General Board of Tourism can keep and maintain the sustainability of tourism and
tourism marketing, to create a good image of tourism in Erbil?

ACKNOWLEDGEMENT
This research would not have been possible without the support, understanding, and encouragement of
some individuals, to only some of whom, it is possible to give particular mention here. The researchers
would like to take this opportunity to first and foremost thank God for wisdom and perseverance that
has been bestowed upon them, and indeed, throughout their life they can do everything through him
who give them strength.

The researchers would also like to extend their gratitude to their parents, who have given them support
emotionally, morally and of course financially. To Ms. Paulina, Maryluck Dean of College of International
Tourism and Hospitality Management and to the President of the Research Department Ms. Lilian Kipau,
thank you for the support, encouragement and for providing them a necessary information that are
needed for the betterment of this study.

The researchers would also like to show their appreciations to Ms. Eva Paschal and Chef Masanja, the
panel members for giving suggestions and recommendation for the improvement of the study. To their
statistician, Ms. abula for skillful assistance in the area of statistical knowledge. The researchers owe
their warmest thanks to Ms. Gina for checking and editing the grammar of the said study.

Introduction of Tourism
Tourism is one of the world’s fastest-growing industries and a major foreign exchange and
employment generation for many countries. It is one of the most remarkable economic and social
phenomena.

The world ‘tour’ is derived from the Latin word tornus, meaning ‘a tool for making a circle’.
Tourism may be defined as the movement of the people from their normal place of residence to
another place (with the intention to return) for a minimum period of twenty-four hours to a
maximum of six months for the sole purpose of leisure and pleasure. For example,
Times Square is the hub of the Broadway theatre district and a major cultural venue in Midtown
Manhattan, New York City. The pedestrian intersection also have one of the highest annual attendance-
rates of any tourist attraction in the world, estimated at 60 million.

A tourist taking photographs and video at the archaeological site of Chichén Itza.
Backpacker tourism in Vienna.

Tourism numbers declined as a result of a strong economic slowdown (the late-2000s recession)
between the second half of 2008 and the end of 2009, and in consequence of the outbreak of the
2009 H1N1 influenza virus, but slowly recovered until the COVID-19 pandemic put an abrupt end to
the growth. The United Nations World Tourism Organization estimated that global international

According to WTO (1993)” Tourism encompasses the activities of persons traveling and
staying in places outside their usual environment for not more than one consecutive year for
leisure, business, and other purposes.”

The Rome conference on tourism in 1963 defined tourism as ‘a visit to a country other than
one’s own or where one usually resides and works’. This definition, however, did not take into
account domestic tourism, which has become an important money-spinner and job generator for
the hospitality industry.

The UNWTO defines tourists as ‘ people who travel to and stay in place outside their usual
environment for not more than one consecutive year for leisure, business and other purposes not
related to the exercise of an activity remunerated from within the place visited’.

According to the Tourism Society of Britain,” tourism is the temporary short-period movement
of people to destination outside the places where they normally live, work; and activities during
their stay at these destinations.” This definition includes the movement of people for all
purposes.

The development of technology and transportation infrastructure, such as jumbos jets, low-cost
airlines, and more accessible airports have made tourism affordable and convenient. There have
been changes in lifestyle – for example, now retiree-age people sustain tourism around the year.
The sale of tourism products on the internet, besides the aggressive marketing of the
What is sustainable tourism
and why is it important?
In this article, we explore the benefits and drawbacks of the tourism industry, explore the
role of sustainable tourism and ecotourism, and offer some examples.
Picture of Transport by use TRAIN.

Tourism is a huge part of our global culture, allowing us to explore different parts of the world,
meet people from different walks of life, and experience new traditions and activities. Since it
brings many benefits to both travelers and communities, it can generally be seen as a force for
good.

However, the industry is changing. As the years go by, we’re becoming more and more aware of
the threat of climate change and our role in escalating it. Across all industries, our global
community is thinking about ways we can lessen our impact on the earth.

A study published in 2018 by Nature Climate Change suggested that tourism accounts for 8% of
global greenhouse gas emissions, which is a very large percentage when we consider all of the
possible sources of emissions. For this reason, it’s clear that we need to move towards a more
sustainable tourism model, and that’s why we’re having this discussion today.

In this article, we’ll offer definitions of sustainable tourism and ecotourism, discuss the pros and
cons of the tourism industry, explore how sustainable tourism could offer a solution to our
current challenges, and finish with some examples of sustainable tourism. 

What’s the definition of sustainable tourism?

Sustainable tourism can be defined as a kind of tourism that has more benefits than negative
impacts, especially relating to the environment, the economy and communities. Truly sustainable
and responsible tourism should make destinations better for people to live in as well as visit.

If you’re interested in this topic, you can learn more about the planning and development of
tourism activities in our International Culture and Tourism Management Expert Track by Nankai
University. You’ll also discover strategies for sustainable tourism management. 

The main responsibilities of sustainable tourism include:

1. Protecting the environment, natural resources, and wildlife

2. Providing socio-economic benefits for communities who live in tourist

destinations
3. Conserving cultural heritage and creating authentic tourist experiences
4. Bringing tourists and local communities together for mutual benefit 
5. Creating inclusive and accessible tourist opportunities.

Ecotourism vs sustainable tourism

You may have heard the terms ecotourism and sustainable tourism being used interchangeably.
Although both are important, there is a slight difference between what they mean. 
While sustainable tourism is about creating travel opportunities with minimal impact and
positive benefits for destinations and their communities, ecotourism is more focused on
educating tourists about nature and the environment, and travelers taking part in conservation
and cultural activities.

While ecotourism should always be sustainable, not all examples of sustainable tourism are
ecotourism. For example, you might take a train to stay in a sustainably powered lodge. While
this is a sustainable option, you’re not necessarily learning about nature and your local
surroundings in an educational sense.

For a more detailed look at ecotourism, you can take a look at our open step from Coventry
University and find a definition from the United Nations World Tourism Organization
(UNWTO). 

Facts about the tourism industry

Before we delve more into the impact of the tourism industry, let’s explore some recent facts and
figures so that we have a better sense of the current situation. On their website, Sustaining Tourism
state that international tourist arrivals have increased from 25 million in 1950 to 1.32 billion in
2017. 

They also state that travel and tourism made up 10% of total GDP in 2016, and the average
international tourist receipt is over 700 US dollars per person. Therefore, it’s clear that tourism
has a huge economic impact on communities, and the industry is continuing to grow at a
staggering rate.

For an in-depth and detailed look into the tourism industry today, our The Impacts of Tourism
course by Coventry University will tackle all the issues we’re discussing today and more. 

What are the positive impacts of the tourism industry?

There are a few main ways we can look at the positive impacts of the tourism industry. We can
start by looking at the social and cultural benefits, before moving on to study the environmental
benefits. This will provide us with some well-rounded insights into different key areas.

Social and cultural benefits of tourism

 Strengthened communities due to more money and resources

 Improved infrastructure including buildings and transport systems
 Higher rates of employment due to the tourism industry
 Improved understanding of different cultures and traditions
 Preservation of local cultures 
 Commercialization of art and culture
  Conservation of heritage including architecture and natural sites
 Increased number of events and celebrations

Environmental benefits of tourism

 Creation of natural parks and Areas of Outstanding Natural Beauty

 Reduced numbers of animal poaching
 Improved water quality
 Increased funding for nature conservation and protection

What are the negative impacts of the tourism industry?

It’s not all positives, unfortunately. Otherwise, there wouldn’t be such a need for sustainable
tourism and ecotourism. Once again, we’ll split these negative impacts into the social and
cultural impacts and the environmental impacts of tourism.

Negative social and cultural impacts of tourism

The negative socio-cultural impacts of tourism can vary heavily depending on location and
culture, but there are definitely some patterns that repeatedly show themselves. Our open step by
Coventry University suggests three things that can happen:

1. Staged authenticity: This refers to when events or cultures are manufactured just to
bring in tourism and money, even when they don’t reflect the local culture of destination
communities. This can cause bad feelings between tourists and locals, and can also lead
to the eradication of local culture.
2. Standardization: Often tourists seek familiarity even when they are visiting a foreign
country, and this can lead to a loss of cultural diversity. For example, you can find
McDonald’s and Starbucks all around the world, and these huge companies can take
business from smaller companies.
3. Commodification: In some ways, this is similar to staged authenticity, because it
happens when tourism destroys the true meaning of cultural performances, events and
customs. Instead, they are transformed to suit the time frames and wishes of tourists.
Understandably, this can make local communities feel taken advantage of and
disrespected.
Negative environmental impacts of tourism

As discussed in our open step by Coventry University, there are two main ways that tourism can
negatively impact the environment: through the development of the area, or through the
behaviour of tourists. Some examples of both include:

Development of the area

 Damage of wild habitats due to new infrastructure

 Weakened resilience to natural disasters
 Beautiful scenery ruined by hotels and car parks
 Deforestation
 Overuse of water due to influx of people

Behaviour of tourists

 Air pollution due to traffic congestion

 Destruction of nature due to littering and disregard
 Wildlife relocating due to increased noise levels
 Higher consumption of energy
 Plastic pollution in the ocean affecting sea life

How sustainable tourism is providing a solution?

It’s not just local communities that live in tourist destinations that are feeling the negative effects
of tourism. As tourists ourselves, many of us prefer to visit places that are clean, not too
crowded, and safe. We also usually want to preserve local cultures, traditions, religions, and
buildings, rather than experience an inauthentic ploy for money. 

Therefore, we all have a lot to gain from alternative forms of tourism, including sustainable
forms. The best places for sustainable tourism to be developed are regions with natural resources,
landscapes, or cultural buildings – all features that attract tourists who might want to explore and
admire local destinations and cultures in an environmentally friendly way.

You can learn more about what makes a tourist destination so attractive in our Place making and
Public Space Design: Unlocking Tourist Destinations course by the Lulea University of Technology.

The goals of sustainable tourism

The World Tourism Organization and the United Nations Environment Program suggested
twelve main goals for sustainable tourism in 2005. These will help to demonstrate the ways in
which sustainable tourism can provide a solution to some of the global challenges facing the
industry today:
 1. Economic Viability: To make sure that tourism destinations and businesses are viable,
competitive, and able to achieve long-term success. 
2. Local Prosperity: To ensure that tourism activities help local communities thrive
economically and retain a large amount of the economic contribution.
3. Employment Quality:  To increase the number of local jobs created in the tourism
industry and ensure that the pay and working conditions are fair, safe and offered to
workers without discrimination.
4. Social Equity: To ensure that tourism increases the amount of economic and social
benefits being distributed across local communities, improving all areas of life.
5. Visitor Fulfillment: To create a safe and fulfilling holiday experience for tourists
without discrimination based on race, gender, sexuality, disability or other.
6. Local Control: To empower local communities to have a role in planning and decision-
making regarding tourism in their neighbor hoods.
7. Community Wellbeing: To improve the quality of life and wellbeing of local
communities, ensuring they have access to resources and are not disrespected or
exploited in the name of tourism.
8. Cultural Richness: To respect the cultural heritage, traditions, authenticity and
uniqueness of host communities.
9. Physical Integrity: To look after all landscapes, whether urban or rural, and ensure that
they are not degraded physically or visually as a result of tourism.
10. Biological Diversity: To conserve natural areas, wildlife, and unique habitats, protecting
them and ensuring they are not damaged.
11. Resource Efficiency: To use sustainable and renewable resources when possible in the
development and operation of tourism facilities and services.
12. Environmental Purity: To protect the land, air and water from pollution, littering and
other waste that may come as a result of tourism businesses or visitors.

There are plenty of different examples of sustainable tourism, but the main thing you need to do
before you plan a sustainable trip is making sure you’ve done your research. While one aspect of
a trip may seem sustainable, it’s worth considering the holiday in its entirety before you solidify
any plans.

One example of sustainable tourism is the Six Senses Fiji resort, which is powered solely on
solar power, recycles rainwater, runs on a low-waste model, and uses handiwork such as
furnishings and artwork created by local villagers. 

However, this is obviously a high-budget type of experience. For something simple, how about
organizing a self-sufficient camping trip, choosing sites accessible by train or bike? Or if you’re
looking for something more wildlife-focused, how about looking for a sustainable conservation
program abroad?

Rural tourism

One kind of sustainable tourism is rural tourism, which you can read about in more detail in our
open step by Coventry University. It must occur outside of an urban environment and tends to
focus on actively participating in a rural lifestyle. With rural tourism, tourists tend to stay with
local people, understand their lifestyles, and even help out with manual labour. 

While rural tourism is more of a branch of ecotourism, by nature, it’s normally pretty
sustainable. This is because it helps to support local people, focuses on the rural environment,
and doesn’t involve vast numbers of tourists all being in the same place at once.

Community tourism

In a similar vein, community tourism can also be a great example of sustainable tourism. This is
because it’s at the opposite end of the spectrum to mass tourism. Normally, local residents and
communities invite tourists to stay with them, and they may offer different events, activities and
experiences.

While this could be similar to rural tourism, it doesn’t have to focus on natural surroundings.
Instead, the purpose of community tourism is more about empowering local communities to
plan, implement and be responsible for tourism activities in their home destinations. While they
will gain economic benefits, tourists will enjoy authentic experiences.

What is the tourism industry?

TOURISM INDUSTRY: DEFINITION, SECTORS ,
VALUE CHAIN
The industry of tourism
What is tourism? Tourism is defined and understood as the activity of travelling and touring. It is
basically a set of inter-connected activities of tourists while travelling to a place. And, so tourism as an
industry means and covers the same things but from an economic and monetary point of view. Tourism
industry is and comprises of all the companies which provide the products and services that are meant
and used by tourists at different stages of travel and tourism.

Tourism is a very vast, vibrant, dynamic and growth oriented industry. Tourism as an industry is the set
of all business activities which serves the needs tourists while they visit different places by way of
tourism, touring or travelling.

Tourism is in fact a very broad industry comprises of different sectors or sub industries which produce
and offer various similar and different products and services which create the demand for tourism and
actually make the act of touring and travelling for tourism possible.

DEFINE TOURISM INDUSTRY

Tourism industry therefore can be defined as the set of industries which facilitate by providing
infrastructure and products and services and make possible travelling for different purposes and
travelling to places of leisure and business interests. Tourism industry is all about providing necessary
means to assist tourists throughout their travelling.

There are two ways to look at the definition of tourism industry, demand side and supply side.

By the definition of tourism, it is an activity of tourists or people travelling for some purpose and it
includes all the things they do during their travel. This way tourism as industry becomes the sum of all
the products and services consumed or used by tourists which directly and indirectly support their
tourism activity. This way, travel bookings, transportation, hotel stay, food, destination visits, etc., all
become part of tourism.

The supply side is just looking at the other side of this. So, the supply side tourism industry definition is
the sum of all the industries which provide all the products and services which make directly and
indirectly help tourists in their travel and make it possible for people to travel and do tourism activity.

The industry is also referred to as travel and tourism industry and also simply as travel industry. Travel is
although little different and does not always mean tourism yet tourism industry is often called as travel
industry. This is due to the fact that in business, monetary and economics terms travel is usually
considered as tourism.

Tourism industry value chain

The understanding and definition of tourism industry brings us to the tourism industry value chain. As
we understood that the industry of tourism operates through a vast network of inter-connected and
related industries as well as other ancillary industries which aim to serve the tourists and people on
travel for different purposes.

Tourism industry value chain is very large. This value chain of tourism industry is or can be elastic and
flexible and can also be much larger and widespread.

The broad value chain of tourism comprises of travel and tour services like booking and reservation;
transportation industry (international and national travel and transportation); accommodation;
hospitality industry; food & beverages; tourism products and destinations and related products and
services; local travel and transportation.

This tourism industry supply or value chain is a broad and general value chain. This tourism industry
supply or value chain shapes and defines the various tourism industry sectors, which we will discuss in
the next section. The key sectors of tourism are primarily based upon the leisure tourism which is one of
the types of tourism. However, we have added few more sectors to cover as much of the tourism
industry as possible.

Tourism as an industry is very different from other industries in the world or in India as a developing
market or the US, UK or Europe as the developed market. This is especially true and visible when it
comes to the value chain or supply chain.

Unlike all the other industries, tourism as the industry has very open, elastic and flexible value chain.

This all depends upon the tourism. The industry is basically to cover all of the tourism. So, this industry is
and can be as large, as deep and as widespread as the Tourism itself will be.

Tourism Industry Supply Chain features and characteristics

1. Is flexible & expandable Widespread across industries and sectors

2. Can go deep at many points within an industry or sector

3. Covers tourism natured and similar types of industries

4. Covers many different industries remotely related to tourism

 5. Also (may) cover many more industries not related to tourism and therefore not a direct part of
tourism industry

6. Many points and parts of this value chain become a complete and expandable value chain in
themselves depending upon the type of tourism and its needs

How tourism industry value chain varies with tourism types?

As we understood that the industry of tourism comprises of all the products and services which tourists
consume. The value chain is therefore the combination and entire chain of companies for the supply of
all these products and services.

Apart from the general tourism industry value chain, there can be and are many other supply chains
which for this industry. These value chains will be different from the general value chain of tourism
industry, in small or big way. All this will depend upon the type of tourism we are considering.

Again, the concept of tourism types applies here. The value chain is all that the industry of tourism
supplies. For different tourism types there will be different products and services consumed.

As per the tourism in consideration, the nature, quantum and value of tourism services provided by the
industry differs. Therefore there will be different supply chains for different types of tourism.

So, depending upon the different tourism types and the objectives the value chain and the sectors
changes. For example the sectors and value chain of MICE travel and tourism, which is one significant
part of business tourism and hence one important part and type of tourism, will be different from any
leisure type of tourism.

All this broadly creates the entire market landscape or target market of tourism industry with the entire
set of target audience. And the classifications of tourism creates the different market segments and
customer segments.

All this is also the broad tourism value chain. This value chain operates and serves in different
proportion according to these market segments of tourism.

Tourism Industry Sectors

The tourism, as we explained earlier, operates through its different sectors. These sectors are what
make up this industry and are also its value chain. One can also understand the tourism industry through
these sub industries and components.

All these tourism industry sub industries or sectors also turn out to be its growth drivers.

Let us briefly list out all the sectors of tourism industry.

10 Sectors of Tourism Industry

1. Natural tourist attractions: Natural attractions are the very base and the driving factor for tourism
industry. The scenic beauty of a place; the sunrise or sunset in a particular city; beaches like the famous
beaches of Hawaii, Philippines or Goa; rivers like the Nile, the Ganges, Amazon river; mountains like the
Himalayas. All these are natural attractions for which millions and millions of tourists and people travel
across the world.

2. Man-made tourist attractions: Then there man-made tourist attractions which also attract scores of
tourists. The firsts in this list would be the 7 wonders of the world. Beyond these also there could be
many types of attractions like museums, gardens, zoos, water parks, amusement parks, casinos, etc.

We would also include various entertainment events or activities like theatres, concerts, shows,
launches, etc.

3. Cultural and other festivals & events: Cultural, religious or other type of events keep taking place
everywhere in the world. There are many such recurring events or festivals or gatherings which attract
countless enthusiastic tourists and travelers from across the world.

The Tomatina festival coming up in August 2019 is one such festival that has global following and
attendance. Another such event just happened in India in February 2019 was the Kombi Meal which
saw around 20 million people attend it and take a holly dip at the confluence of three holly rivers: the
Ganga, Yamuna and Saraswati in the city of Allahabad in India.

4. Sports and recreational sector and activities: People travel around the world to attend various sports
events or activities at different famous places. People to cities famous for their winters and snow for
sports like skiing.

5. Tourism and travel trade services: This is the core services sector of tourism industry. This sector
covers organizations which provide various travel and tourism services like complete tour packages,
travel & transportation bookings, hotel reservations, destination search and bookings, etc.

6. Transportation sector: Transportation sector is the very base and means of tourism. Covering air,
water, road and railways, transport sectors provides the means to travel to various destinations.

7. Accommodation or Hospitality industry: Accommodation or Hospitality is another key sector of

tourism. While travelling anywhere, tourists need to stay there and therefore need proper hotels or
other type of accommodations. They also need all related services to make their stay and travel pleasant
and convenient.

8. Food & Beverages industry: Food & Beverages sector plays a very unique role in tourism. Just like
hotels & accommodation, tourists also need the wide ranging services of food & beverages industry.
This is not just limited to the hotels tourists stay in. Restaurants, take always, etc. also play an important
part here.

Food & beverages are also one of the attractions of a place and a type of tourism. Food tourism is one of
the types of travel where people travel to places which have famous local food and flavors.

9. The MICE sector: The MICE travel and tourism is a wide industry in itself that draws various visitors
from across the globe. People travel to attend business, professional and other type of events. There are
so many different types of events happening all over the world in different cities everyday. This sector
boosts the whole tourism industry and is also one its important segment.

10. Business tourism sector: Business tourism is another sector which involves business travelers
travelling for various business purposes. This is little different from the MICE or events sector. Here
business travel is not for event participation particularly. Businessmen, professionals travelling for all
types of official work like client dealing, new market survey, etc. form part of this tourism and travel
segment.

VALUE AND CONTRIBUTION OF TOURISM INDUSTRY

Tourism is one of the very important industries in the world. The value and importance of tourism
industry is very high for every country because it contributes far more and much wider. Tourism brings
benefits and advantages and contributes in the overall growth and development of the economy of a
country and also in progress of the society and social structure of a country. It also helps and motivates
in preserving of natural resources.

Tourism industry is one of the top sources for employment across the world helping in generating about
10% of employment. It also contributes about 10% of the global GDP and therefore becoming an
important factor for economic growth in the world and for every country.

The Industry growth drivers

This industry is driven by tourists. These tourists are its primary and only customer segment who show
the need and desire to visit places for different reasons.

It is also driven by the progress and development in its value chain industries in providing more services,
facilities, convenience, etc., to its customers segment to make travel and tourism more desirable, easy
and attractive.

Some of the key drivers for tourism industry are:

 Tourism needs and desires

 Income growth

 Travel affordability

 Availability of more leisure time

 Social, cultural, sports and other recreational events

 New tourist attractions and destinations

 Communication advancements

 Better and faster transportation facilities

 Infrastructure development, connecting and bringing remote and more destinations on map

 Hospitality industry attractiveness

  Growth in business events

 Growth in International business and dealings

Final thoughts
Hopefully, this has enlightened you on the importance of sustainable tourism in our current
society. The tourism industry is by no means a bad thing, but there are so many opportunities for
it to develop and grow into something that is beneficial for tourists, local communities, and the
planet, all at the same time. 

Plus, if you’re interested in a career in sustainable tourism, we have an excellent Master of

Business Administration (Sustainable Tourism) degree from Coventry University. If you join, you’ll
become an expert in contemporary sustainable tourism principles and practices. 

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Published on 21st Jan, 2022,

By Future Learn, & Emmanuel G. Masanja
Category: Environment, What is Protect and convert it. Not only that but also friendly to tourists