CHAPTER 9: SUSTAINABLE MANAGEMENT OF TOURISM AND HOSPITALITY

Meaning Of Sustainable Management of Tourism and Hospitality

Sustainable management of tourism and hospitality means achieving quality growth in a

manner that does not deplete the natural and built environments and preserves the culture,
history, and heritage of the local community. Sustainable tourism and hospitality consist of the
natural surroundings plus the built structures such as lodging, museums, art galleries, and
attractions. The word "environment" includes the natural habitats, built structures, culture,
heritage, history, and social interactions.

The key to sustainable management of tourism and hospitality is to balance the number of
visitors with the capacity of the given environment in a manner that allows the greatest interaction
and enjoyment with the least destruction. Carrying capacity is a major concern when discussing
sustainable management of tourism and hospitality. Carrying capacity is the largest number of
people a destination can efficiently manage within its given environment and management
capabilities. When too many people gather in an area which cannot be handled by the facility, the
destination, the local residents, and the economy are harmed. To avoid this situation, effective
planning steps must be taken in accordance with effective policy guidelines.

Managing sustainable tourism and hospitality depends on sound policies that include a
harmonious relationship among local communities, the private sector, and the governments to
protect the natural, built, and cultural environments. Sustainable tourism and hospitality practices
can be a useful means of providing a community or destination an improved quality of life.

Managing Sustainable Tourism and Hospitality

The importance of managing the cultural, natural, and social impacts of tourism and
hospitality cannot be overemphasized. Enhancing understanding among nations and promoting a
culture of peace will make people see that sustainable tourism and hospitality development can
take place. Likewise, the aspects of the environment and local culture will benefit as government
revenues from tourism and hospitality-related goods and services help restore monuments,
museums, art galleries, and increase local crafts, and establish national parks. There is a need for
tourism and hospitality policy and planning to guide the development of infrastructure. The
building of new airports, roads, ports, and sewage and water treatment plants improves the lives of
the local residents through well-planned policies and urban planning. Sustainable tourism and
hospitality encourage economic and social responsibilities for preserving and enhancing our
cultural and environmental heritage through tourism and hospitality. Throughout the world, many
local destination managers and governments acknowledge the monetary value of tourism and
hospitality which results in demands for new measures to support sustainable tourism and
hospitality practices.

At the country level, the UNWTO has established many guidelines and directions for
including sustainable tourism in the country's tourism program. Some international and private
sector organizations such as the World Travel and Tourism Council and the Business Enterprises to
Sustainable Travel Educational Network (BEST-EN) have devised effective strategies for sustainable
tourism and hospitality education and development, The East Carolina University established a
Center for Sustainable Tourism. Guilin, China which is a beautiful scenic destination will be the
location of the first UNWTO observatory to carry out a monitoring system for sustainable tourism
The Guilin City Council and Zhongshan University will manage the project. Sustainable destination
management within the tourism and hospitality industry can strengthen global societies and
contribute to the protection of tourism and hospitality resources for future generations.
 As a fundamental reference system for responsible and sustainable tourism, the Global Code
of Ethics for Tourism (GCET) is a comprehensive set of principles formulated to direct stakeholders
in tourism and hospitality development. Intended for governments, the travel industry,
communities, and tourists alike, it strives to help maximize the sector's benefits while minimizing
its potentially negative impact on the environment, cultural heritage, and societies worldwide.

Adopted in 1999 by the General Assembly of the United Nations World Tourism Organization
(UNWTO), its recognition by the United Nations two years later expressly motivated UNWTO to
promote the active pursuance of its provisions. Although not legally binding, the code presents a
voluntary application mechanism through its acceptance of the role of the World Committee on
Tourism Ethics (WCTE), to which stakeholders may consult matters concerning the meaning and
relevance of the document.

The code's 10 principles comprise the economic, social, cultural, and environmental
components of travel and tourism:

Article 1: Tourism's contribution to mutual understanding and respect between peoples and
societies.
Article 2: Tourism as a vehicle for individual and collective fulfillment.
Article 3: Tourism, a factor of sustainable development.
Article 4: Tourism, a user of the cultural heritage of mankind and contributor to its enhancement.
Article 5: Tourism, a beneficial activity for host countries and communities.
Article 6: Obligations of stakeholders in tourism development.
Article 7: Right to tourism
Article 8: Liberty of tourist movements.
Article 9: Rights of the workers and entrepreneurs in the tourism industry.
Article 10: Implementation of the principles of the Global Code of Ethics for Tourism.

What are the Sustainable Development Goals?

The Sustainable Development Goals (SDGs), also known as the Global Goals, are a universal
call to action to end poverty, protect the planet, and assure that all people enjoy peace and
prosperity. These 17 interconnected and interdependent goals constitute the Millennium
Development Goals and include new areas such as climate change, economic inequality, innovation,
sustainable consumption, and peace and justice, among other priorities.

The SDGs give clear guidelines and targets for all countries to follow based on their own
priorities and the current world environmental challenges. The SDGs are an inclusive program
formed to look into the root causes of poverty and bind all individuals to help alleviate it.
"Supporting the 2030 Agenda is a top priority for the United Nations Development Programme
(UNDP)," said UNDP Administrator Helen Clark. "The SDGs provide us with a common plan and
agenda to tackle some of the pressing challenges facing our world such as poverty, climate change,
and conflict. UNDP has the experience and expertise to drive progress and help support countries
on the path to sustainable development."

What is UNDP's role?

The SDGs came into effect in January 2016 and will continue to direct UNDP policy and
funding for the next 15 years, As the lead UN development agency, UNDP is tasked to help carry out
the goals in 170 countries and territories.

The 17 Global Goals:

1. End poverty in all forms everywhere;
2. End hunger, achieve food security and improved nutrition, and promote sustainable agriculture;
3. Ensure healthy lives and promote well-being for all at all ages;
4. Ensure inclusive and equitable quality education and promote lifelong learning opportunities for
all;
5. Achieve gender equality and empower all women and girls;
6. Ensure availability and sustainable management of water and sanitation for all;
7. Ensure access to affordable, reliable, sustainable, and modern energy for all;
8. Promote sustained, inclusive, and sustainable economic growth, full and productive employment,
and decent work for all;
9. Build resilient infrastructure, promote inclusive and sustainable industrialization, and foster
innovation;
10. Reduce inequality within and among countries;
11. Make cities and human settlements inclusive, safe, resilient, and sustainable;
12. Ensure sustainable consumption and production patterns;
13. Take urgent action to combat climate change and its impacts (taking note of agreements made
by the United Nations Framework Convention on Climate Change (UNFCCC forum);
14. Conserve and sustainably use the oceans, seas, and marine resources for sustainable
development;
15. Protect, restore, and promote sustainable use of terrestrial ecosystems, sustainably manage
forests, combat desertification and halt and reverse land degradation, and halt biodiversity loss;
16. Promote peaceful and inclusive societies for sustainable development, provide access to justice
for all, and build effective, accountable, and inclusive institutions at all levels;
17. Strengthen the means of implementation and revitalize the global partnership for sustainable
development.

The United Nations General Assembly declared 2017 as the International Year of Sustainable
Tourism for Development honing on the potential of tourism to promote the universal 2030 Agenda
for Sustainable Development and the 17 Sustainable Development Goals (SDGs). The International
Year aims to provide a change in policies, business practices, and consumer behavior toward a
more sustainable tourism sector that can contribute greatly to the SDGs.

"This is a unique opportunity to build a more responsible and committed tourism sector that
can capitalize its immense potential in terms of economic prosperity, social inclusion, peace and
understanding, and cultural and environmental preservation," said UNWTO Secretary-General,
Taleb Rifai.

Accounting for 7% of worldwide exports, one in 11 jobs, and 10% of the world's GDP, the
tourism sector, if well managed, can stimulate economic growth, social inclusiveness, and the
protection of cultural and natural resources. The International Year enhances tourism's role in the
following five key areas:
1. Inclusive and sustainable economic growth;
2. Social Inclusiveness, employment, and poverty reduction;
3. Resource efficiency, environmental protection, and climate change;
4. Cultural values, diversity, and heritage; and
5. Mutual understanding, peace, and security.

The presentation of the International Year took place in Madrid on January 18, 2017 on the
occasion of the Spanish Tourism Fair, FITUR.

The National Ecotourism Development Council of the Philippines has formulated a policy statement
to guide tourism and hospitality development in the Philippines.
The summary of this policy is quoted below.
 Sustainable Tourism and Hospitality Framework
In the beginning of life and it will be until the end, people are united with nature. This is the
beginning triad of TIME, PEOPLE, and NATURE, the integrity of creation. Drawing from the
Filipinos' mythical past of Malakas and Maganda the biblical story of Adam and Eve, it is second
nature of the Filipino to see or the other person as "fellow human being (kapwa-tao). Hence, the
concept of equality and partnership is nothing new to the Filipino. This is the concept that is at the
heart of sustainable tourism and hospitality in the Philippines.

Because of this unity with nature and this concept of equality and partnership. even family
and community can be one in owning up the accountability to be stewards of the future:
• as a way of giving glory to the Creator;
• as a way of valuing human life and the legacy of our forefathers; and
• out of respect for the dignity of the human person.

This heart of gold in every Filipino, in every family and community is the soul of the
Philippines tourism and hospitality. This is the driving force that will give life to and propel tourism
and hospitality. This is the ideal of motivation for sustainable tourism and hospitality.

In pushing tourism and hospitality forward, due consideration and diligence is given to the
character, way of life, and ecology of every destination in the Philippines and also the needs of the
world in the future, and priority is given to total human development. Character, way of life, and
ecology of the Filipino are the building-blocks or the main ingredients in developing tourism and
hospitality products appropriate for the destination-

❖ About people, there's cultural, heritage, pilgrimage, and historical tourism.

❖ About ecology, there's ecotourism, environmental or nature tourism, adventure tourism and
the indigenous peoples' link to nature or ethnic tourism.
❖ About peoples way of life, there's rural, business and leisure, sports and health tourism.

The aspirations of every person, family, and community are the very same goals of tourism and
hospitality in the Philippines: produce better yields, have a better place to live in, and be a better
person and have a better family life.

So the efforts that will be put in by the present generation will be worthwhile and beneficial and
will safeguard the welfare of the future generations; it is right and just to have a system that will
monitor the effects of collective action, and Philippine Agenda 21 has identified six barometers:
sociocultural, economic, ecological, technological, institutional, and political viability.

Peace is the foundation and the essential ingredient of attractive tourism and hospitality.
Tourism and hospitality promote international and cross-cultural understanding that is why it is
referred to as the world's peace industry.

Building on the Filipino's value of malasakit solicitous concern, destination customer focus
should be the strategy for developing and marketing a tourist so that will not only be globally
competitive but more importantly through niche marketing, the Philippines can find and establish
its leading edge. The rich natural and cultural heritage of the Philippines allows for diversity in
travel and tourism experiences and the unifying quality would be the innate good nature of the
Filipinos. What every tourism and hospitality master planner or practitioner should keep topmost in
their minds when thinking customer focus is:

"IF YOU WANT TOURISTS TO FIND YOUR CITY PROVINCE MUNICIPALITY/ BARANGAY
ATTRACTIVE, THE RESIDENTS MUST FIRST FIND IT ATTRACTIVE"
 Each community improves to reflect on what the residents want for themselves and the
community welcomes to their "home" whoever conducts himself or herself as a person should, and
in return, the people reciprocate with graciousness and genuine hospitality.

Every Filipino aspires for a well-ordered, balanced, and prosperous life- there is physical
equity (good health), intellectual equity (continually expanding learning), spiritual equity (clear
sense of life's purpose and meaningful life), psychological equity (self-esteem and positive self-
concept), and financial equity (having enough money to meet the needs for subsistence). Equity in
society is a vital strategy in sustainable development. Equity in society is not just about distribution
of wealth. It begins with a keen sense of self and sustained by finding greater value and meaning in
relationships, When the heart is empty, the head cannot think, and a full pocket only amplifies this
emptiness.

Tourism and hospitality is sustainable when it dignifies and makes people proud of it
because people treat each other well; it satisfies the customer because there is a lot of caring; and it
promotes well-being because it brings out the best in every Filipino.

When tourism and hospitality is developed, managed, and promoted in this manner, then it
will be alive, progressive, enduring, and continually beneficial because an EMPOWERED SOCIETY
stewards it; TOURISM AND HOSPITALITY DEVELOPMENT is COMMUNITY-SUSTAINED, and
GOVERNMENT NURTURES the INDUSTRY to make it GLOBAL in state of mind.

Truly sustainable tourism and hospitality is the Philippines' gift to the world because it lends to the
BETTERMENT of the NATION, its people are imbued with a sense of nationhood because of renewed
SENSE OF IDENTITY, PRIDE OF PLACE, and COMMITMENT.

Current Trends in Sustainable Tourism and Hospitality

Conservation International and National Geographic Traveler magazine created in 2002 the
World Legacy Awards to recognize outstanding businesses, organizations, and places that have
contributed very much in promoting the principles of sustainable tourism. The National Geographic
Traveler, in its March 2004 issue, published criteria to measure the extent to which worldwide
tourism destinations follow the best practices in a sustainable tourism and hospitality development.

These criteria are the following:

1. Environment and ecological quality;

2. Social and cultural integrity;
3. Condition of any historic building and archeological site;
4. Aesthetic appeal;
5. Quality of tourism and hospitality management; and
6. Overall outlook for the future.
These criteria were first used to evaluate 115 world destinations regarding their sustainability.

The National Geographic Traveler published a special study on sustainable tourism practices
in the National Parks of Canada and the United States. This was followed by a survey in 2006 of 94
world heritage destinations and a survey in 2007 of island destinations using the same criteria.
These four articles have provided the needed emphasis on the impact of the tourism and hospitality
industry on the natural and built environments.

The concept of sustainability as a resource development and management philosophy is

penetrating all the levels of policy and practice related to tourism and hospitality, from local to
global. The concept of using sustainable tourism and hospitality development as an economic
stimulus to achieve growth while maintaining the natural and built environment is receiving much
attention from industry, government, and academic sectors.

Global Impact of Sustainable Tourism and Hospitality

Globally, the interest to tourists in sustainable tourism and hospitality has grown
tremendously since the beginning of the 21st century. This interest will surely continue in the next
several years as long as the international community recognizes, endorses, and promotes the
concept.

Sustainable tourism and hospitality policy in the world nowadays is a positive approach
which aims to maintain quality tourism and hospitality products in order to satisfy the growing
domestic and international market for environmentally sound tourism and hospitality experiences.
Human beings have the ability to manipulate and change certain aspects of the environment.
Hence, when useless ineffective management tools are used, tourism and hospitality can lead to a
degradation of the environment. It is important that visitors have an obligation to ethically support
sustainable tourism and hospitality, and destination managers must educate their visitors toward
attaining this goal. The following are the principles contained in the Code of Ethics for Tourists
published in the Parks Canada Vacation Planner:

1. Enjoy our diverse natural and cultural heritage and help us protect and preserve it;
2. Assist us in our conservation efforts through the efficient use of resources including energy
and water;
3. Experience the friendliness of our people and the welcoming spirit of our communities. Help
us preserve these attributes by respecting our traditions customs, and local regulations;
4. Avoid activities which may threaten wildlife or plant population or which may be potentially
damaging to our natural environment; and
5. Select tourism and hospitality products and services which demonstrate social, cultural, and
environmental sensitivity.

The investment in sustainable tourism and hospitality practices, either made by international
agencies or the local community, has a great impact on the global tourism and hospitality
marketplace. Many international programs have been organized to support sustainable tourism and
hospitality.

The Benefits Of Sustainable Tourism and Hospitality

Tourist attractions in both the natural and built environments are important factors for
economic growth. Unspoiled natural ecosystems, well-maintained historic sites, and cultural
heritage events can produce economic and quality-of-life benefits. Satisfied visitors are likely to be
repeat visitors and can surely contribute to the economic growth of tourism and hospitality of a
local community.

The economic benefits of successful sustainable tourism and hospitality management include
developing new businesses, expanding job opportunities. increasing income, marketing new
products, improving infrastructure, encouraging diversification, integrating the local economy and
special opportunities with other services and products, promoting community pride, and higher
quality of life to the local population.

The key to sustainable tourism and hospitality is to manage the destination effectively to
provide benefits to the local population, to enrich the visit of the tourist, and to preserve the
tourism and hospitality products for future generations to enjoy. A good maxim to remember is "We
have not inherited earth from our ancestors, we have only borrowed it from our children."
 SUMMARY
Sustainable tourism and hospitality is achieving quality growth through the preservation,
protection, and enhancement of the natural, built, and cultural environments of the local
community. Natural environment consists of the natural surroundings such as an attractive
landscape, a pleasant seashore, a lovely forest, or the flora and fauna of the area. Built environment
consists of built structures such as historic buildings, museums, lodging, and attractions, Cultural
environment refers to the culture, heritage, arts, history, and social interactions of the people in
their local surroundings.

Carrying capacity is the number of visitors an area can accommodate with high levels of
satisfaction for visitors and few negative impacts on resources. When the carrying capacity is
exceeded, the destination, the local population, and the economy are adversely affected.

Managing sustainable tourism and hospitality depends on forward-looking policies and

sound management philosophies implemented by the local communities the private sector, and
governments. Sustainable tourism and hospitality practices to protect the natural, built, and
cultural environments can be a viable means of providing a community or destination economic
growth and an improved quality of life.

The concept of utilizing sustainable tourism and hospitality development as an economic

motivation to achieve growth while maintaining the natural, built, and cultural environment is
receiving greater attention from industry, government, and academic sectors both locally and
globally.

There is a growing worldwide awareness for sustainable tourism and hospitality. The interest
of travelers in sustainable tourism and hospitality has grown enormously since the beginning of the
new millennium. It will likely continue for several years for as long as the international community
recognizes and promotes the concept there are many benefits derived from sustainable tourism and
hospitality. Among them are development of new businesses, more job opportunities, increased
income improvement of infrastructure, promotion of community pride, and a better quality of life to
local residents.
 CHAPTER 8: FUTURE WORLD TOURISM AND HOSPITALITY ISSUES

Safety and Security in Tourism and Hospitality

The first issue of universal concern is the relationship of tourism and hospitality to terrorism
or, in the larger context, to safety and security, Safety and security in tourism and hospitality will
be the greatest challenge for tourism policy and planning for many years to come (Edgel, 2008).
Much of the discussion on safety and security pertains to terrorism. The terrorist attack in the
United States on September 11, 2001 paved the way for the adoption of international and national
policies to counteract the impact of terrorism. The result of this tragic event encouraged many
countries to act together to combat the devastating effects of terrorism.
Safety and security, particularly from crime and terrorism, have been very important issues
in the tourism and hospitality industry for many decades. Since the September 11, 2001 terrorist
attack in the United States, there has been an increased awareness regarding the vulnerability of
the tourism and hospitality industry to the challenges of world events.
At present, there is an increase of terrorism that specifically targets tourism destinations.
Figure 4 shows the terrorist attacks which targeted tourism from 1990-2004. The peak of tourism
activity occurred in the early 1990s. In 1993, the US government and the private tourism and
hospitality sectors developed an action plan to help travelers have a safer and more enjoyable travel
experience. Between 1990 2006, there have been 264 terrorist attacks, which targeted tourism in
42 countries. Egypt, Turkey, France, and Spain have the highest number of terrorist attacks during
the past three decades, Figure 5 shows terrorist attacks targeting tourism by country from 1970-
2006.
Crimes against tourists such as robbery, murder, and kidnapping are also important
concerns for destination planners. In several places, statistics regarding a victim's status as
resident visitor is not regularly reported or collected by local police agencies However, when crimes
against tourists are featured in international media reports, the result is often harmful to the overall
image of the destination in spite of the low level of risk and number of actual offenses.
In order to manage visitors' safety and security and preserve the image of the destination, the
South African government has created a National Tourism Safety Network composed of travel-
related organizations. This group has organized a Tourism Safety Communication Strategy, which
distributes tourism safety tips to visitors and handles crisis communications and management
when incidents occur. The stakeholders realize that terrorism activities in neighboring countries
can have a negative impact throughout the region or even throughout the continent (Edgell, 2008).
Travelers now demand security measures. Safety and security must be included in the
destination development strategies, especially in areas where terror and danger exist, The following
are important items to be included in a destination's security strategy. Dr. Peter Tarlow, an expert
on tourism and security issues, proposed these points:
1. destinations and attractions must compete on their readiness to keep visitors safe and
secure;
2. destinations that provide sound security coupled with customer service will prosper;
3. the lack of a comprehensive approach will create a false sense of security. For example, only
having gas masks available for hotel guests may give false hopes if the hotel's water supply is
poisoned;
4. all members of the local tourism and hospitality system should be included when developing
a comprehensive tourism and hospitality strategy;
 5. media coverage of a local incident can spread the negative public relations effects to the
entire continent;
6. the safety development needs of the components of the visitor experience, including
transportation, infrastructure, accommodations, highway rest areas, and food sources
should be assessed; and
7. establish a place for visitors to turn to, if a terrorist attack were to occur, and openly
communicate the location and purpose of the center in advance in case of any threats.
International travel has increased in spite of the efforts of terrorists and criminals to disrupt the
tourist experience. Although terrorist attacks have threats to the sustainability of any destination,
safety and security issues can also create opportunities for destination planners. These
opportunities are the implementing strategies which increase the safety of the area. Destinations
that can counter-balance the force of terrorism are those destinations where tourism and
hospitality will continue to prosper.

The Impact of the World's Economy on Tourism and Hospitality

The world economy has a major impact on the future of international travel. With a
flourishing world economy, more people will travel. If there is a greater distribution of a country's
wealth, more people will have the financial means to travel. Related to the world economy is
population growth. According to the US Census Bureau's "World POP Clock Projection," the present
world population is more than 6.5 billion. China, India, the United States, Indonesia, and Brazil are
the five most populous countries. If the economies of these five countries will improve, tourism and
hospitality will grow.
Research shows that tourism and hospitality is a useful tool for economic development that
can be used to alleviate poverty. Developing countries recognize the important contributions of the
tourism and hospitality industry particularly in the establishment of small local industries; many of
which employ women. Table 2 Shows that by 2020, the top three receiving regions are Europe (717
million tourists), East Asia and the Pacific (397 million), and the Americas (282 million), followed by
Africa, the Middle East, and South Asia. East Asia and the Pacific, South Asia, the Middle East, and
Africa are forecast to record growth at over 5% a year, compared to the world average of 4.1%.
The UNWTO strongly encouraged tourism growth to the world's poorest countries to bring
out economic well-being, social development, and mutual understanding. If other regional
organizations such as the Asia-Pacific Economic Cooperation (APEC), the Organization for Economic
Cooperation and Development (OECD), and others will place tourism and hospitality as a high
priority, the economies of many countries will be strengthened

Managing Sustainable Tourism in a Responsible Manner

The third tourism issue is managing sustainable tourism in a responsible manner.
Sustainable tourism is of utmost im portance at present and in the future. Measures to advocate
tourism agencies, host communities, and travelers about sustainable tourism must be continued as
the world population increases. Respect for our natural and built environments will be the country's
legacy for future generations. Sustainable tourism has been a major concern for destination
planning as well as regional and national policy-making in the last decade. In the last three years,
there have been more books written about sustainable tourism than there were 25 years ago. There
are several conferences on sustainable tourism held across the globe every year. These efforts will
continue and we can expect new approaches to planning and policy changes in the field of
sustainable tourism (Edgell, 2008).
Tourism Policy and Strategic Planning
Tourism policy and strategic planning is the fourth major world tourism and hospitality
issue. The sustainable benefits of tourism and hospitality for local communities will continue to
grow in importance. There will be greater efforts toward partnership of private and public sectors to
alleviate poverty, develop policies to combat the negative impacts on tourism and hospitality, and
support the economic, sociocultural, and environmental contributions of tourism and hospitality to
the world. Goeldner and Ritchie states that, "Good policy and sound planning need to be conducted
to ensure that a destination will be both competitive and sustainable. While policies show the big
picture and plans contain the details, both deal with the future development of tourism."
Developing new tourism and hospitality projects, maintaining present destinations, and
improving travel-related facilities and services require comprehensive policies and detailed plans
that combine local needs, market competitiveness, and tourism and hospitality sustainability.
Destinations, sites, and countries that formulate policies and implement detailed strategic plans
will be able to sustain their tourism and hospitality products in the future. When the policies and
plans include all aspects of tourism and hospitality and promote the concept of cooperation and
competition, the opportunities for future success are greatly intensified.

Using E-commerce Tools in Tourism and Hospitality

The fifth world tourism and hospitality issue is the use of e-commerce tools in tourism and
hospitality. More than 50% of travelers in the United States use the internet in planning their travel
and vacations. This occurrence is growing globally. If a destination does not have a good website, it
will miss tourism and hospitality traffic A positive effect in developing destination is that developers
can find good websites that are similar to their destinations and copy the best features.
As Internet access continues t to increase in many countries, online travel revenues will also
increase. The number of Internet users around the world was estimated tobe 747 millon in 2007, a
10% increase from 2006. The growth was d ue to the expanding economies of India (33%), Russia
(21%), and China (20%). Online travel revenues were expected to reach two billion US dollars by
2010.
It is evident that the use of e-commerce tools for tourism and hospitality will continue to
grow in the future. Several e-commerce tools equip tourism and hospitality for a high-tech future.
Since tourism and hospitality is a combination of products and services, the multimedia qualities of
electronic commerce can be applied effectively to tourism and hospitality in order to increase the
attractiveness of a destination.
Since a large part of tourism and hospitality is marketing, tourism and hospitality promoters
who are technically knowledgeable about interactive marketing will have competitive advantage over
less-skilled competitors. The emerging e-commerce tools are web blogs, podcasts, and Internet
marketing.

Tourism and Hospitality Education and Training

The sixth major tourism and hospitality issue is tourism and hospitality education and
training. Globalization and innovation will be the outstanding feature of tourism and hospitality
education and training in the future. Several innovations are taking place in some universities. The
University of the Balearic Islands in Majorca, Spain has a Master and PhD in Tourism and
Environmental Economics that is really unique with students coming from several countries. It is a
well-designed program which offers several courses. More than 50 visiting professors from different
countries teach in the program.
Many initiatives and changes are already taking place (Edgell, 2008) in tourism and
hospitality education and training. New trends include the collaboration between tourism agencies
and educators of tourism colleges and universities to address the changing needs of the tourism
and hospitality industry. A good example is the collaboration between the Business Enterprises for
Sustainable Travel (BEST) with the Education Network (EN). The group holds annual international
tourism and hospitality research conferences in various locations worldwide. In these conferences,
sustainable tourism topics are discussed; and curriculum modules are developed to be used in
tourism courses and programs around the world. These conferences enable the promotion and
sharing of the latest best thinking and best practices in tourism and hospitality education in order
to produce effective and efficient tourism and hospitality managers in the future.
Other important current and future trends in tourism and hospitality education and training
are closely related to globalization and political stability. Bremmer (2006) states, "Openness enables
change. Change is an essential ingredient in growth and prosperity. Only the free exchange of
information, values, ideas and people can build a sustainable global stability that enriches all who
take part in it."' This can only happen with the continuous reduction of barriers to the flow of
international tourism and hospitality education and training. Today's international students will be
leaders of their countries tomorrow. All will leave their host countries having contributed to and
gained intercultural understanding and appreciation (WTTC, 1994).
At present, there are 234 million international jobs created through the provision of travel
and tourism products and services. Hence, a highly educated workforce is needed due to the
continued growth and success of the global tourism and hospitality industry. Marriott International
recently announced a major expansion in the global marketplace with the addition of 30,000 new
hotel rooms in India and China, together with tens of thousands of rooms added through
acquisitions to the US and Canada portfolio. China was expected to lead the world in tourism and
hospitality growth through 2016. Marriott International has currently 30 hotels in China. Marriott,
an undisputed world leader in quality hospitality products and services, will invest millions of
dollars in the education and training of its newly recruited international workforce to meet this
global growth strategy. According to Chairman and CEO J. W. Marriott Jr. the lodging industry is a
global business dominated by four factors, namely, global wealth, demographics, trade, and world-
class quality service workforce. The fourth factor, a world-class quality service workforce, requires a
commitment to outstanding international tourism and hospitality education and training.

Emerging Tourism and Hospitality Markets

The seventh major tourism and hospitality issue refers to emerging tourism and hospitality
markets. China and India are the two emerging tourism and hospitality markets in the near future.
These two countries account for about one-third of the world's population. Each country's economy
is exploding and a greater segment of the population is anxious to travel. Both countries are
emerging as important receiving and generating countries for tourism and hospitality (Edgel, 2008).
Russia could also become a country generating and receiving tourists in the future.
In terms of arrivals and tourist receipts, Europe continues to account for one-half of the
world's tourism and hospitality market. Asia and the Pacific have been the fastest-growing regional
markets, surpassing the Americas (Edgell, 2008). The Americas will still be strong, insofar as
international tourist receipts are concerned, largely due to the combined influences of the United
States, Canada, and Mexico. In terms of major generating and receiving countries, the United States
and much of Europe will continue to produce millions of tourists every year (Edgell, 2008).
The United Arab Emirates (UAE) will be an emerging tourism and hospitality market in the
future. In the past, this small country has been economically dependent on its petroleum industry.
The UAE launched the first major indoor ski slope in 2001 in Dubai. This made the UAE a global
tourism destination, The UAE intends to launch many new tourism and hospitality products over
the next years.
Gabon in Africa is another emerging tourism and hospitality market. Gabon is an oil-rich
country turning to tourism and hospitality. Gabon's leaders realized that their economic future
cannot depend solely on oil. So, they have made a policy decision develop ecotourism as an
alternative to the petroleum industry. Their plan is that to 11% of the country will become national
parks with emphasis on outdoor-related tourism (Edgell, 2008).
South America is a continent that could emerge as a tourism and hospitality market in the
future. South America has tremendous potential for tourism and hospitality development. It is still
largely undeveloped and has many opportunities for tourism and hospitality development. If strong
policies and plans are established for sustainable tourism and hospitality development, South
America could emerge as an important tourism and hospitality market (Edgell, 2008).

Quality Tourism and Hospitality Products and Experiences

The eighth major tourism and hospitality issue is quality tourism and hospitality products
and experiences. Tourists demand greater variety, flexibility, and quality in their tourism and
hospitality products (Edgell, 2008). Quality in tourism and hospitality experiences is usually high
on the tourist's list.
Air travel remains a travel issue as far as quality is concerned (Edgell, 2008). Air travel
receives several complaints in terms of quality. Air travelers experienced higher quality airline
services in the 1970s and 1980s. In general, they are not very happy with air travel nowadays
although air travel is less expensive at present than it was in the 1970s and 1980s. This situation is
shown in travelers more frequently driving to destinations they formerly flew to visit (Edgell, 2008).
In the future, the number and variety of tourism and hospitality products will change,
Adventure travel (jungle tours, safaris, trekking, underwater exploration) to space travel is being
experienced by adventure travelers. There will be no shortage of activities for the active travelers
(Edgell, 2008). India, for example, realized that healthcare is the growing global industry. Hence, it
has developed hotel-style healthcare centers in which the family of the patient is able to stay in
beautiful surroundings and encouraged to take part in tourism and hospitality-related activities.
Tourists look for a clean environment, more nature-based tourism, and cultural tourism.
Tomorrow's travelers will be better informed than today's travelers with regard to tourism
destinations because e-commerce tools are used more effectively in the planning of travel. Thus, the
future of tourism and hospitality will greatly depend on the introduction of new quality tourism and
hospitality products and experiences.
Destinations that offer high-quality tourism and hospitality products will receive the benefits.
Space tourism, regarded as the century's newest tourism product, will grow tremendously as
soon as the price becomes more reasonable. At present, a space trip package costs $20 million.
Dennis Tito, a US businessman, became the first tourist to reach outer space in 2001, traveling in a
Russian space shuttle to the International Space Station. The others were Mark Shuttleworth in
2002; Gregory Olsen in 2005; Anousheh Ansari, the first female space tourist in 2006; and
Charles Simonyi who paid $25 million for a two-week trip to the International Space Station in
2007. In the very near future, Russia may begin to offer trips around the moon for $100 million. So
far, Russia is the only country with an effective space tourism policy.
Undersea tourism is emerging as a tourism market that will likely expand in the future.
Exploring the bottom of the ocean is not as expensive as space tourism. Another new global tourism
product that is gaining popularity is volunteer vacations. In 2006, 6% of the world's population
undertook a vacation to help less fortunate people or to support a humanitarian cause. See Figure
6.

IPT Credo of Peaceful Traveler O

Grateful for the opportunity to travel and experience the world because peace begins with the
individual, I affirm my personal responsibility and commitment to:
Journey with an open mind and a gentle heart;
Accept with grace and gratitude the diversity I encounter;
Revere and protect the natural environment which sustains all life;
Appreciate all cultures I discover;
Respect and thank my hosts for their welcome;
Offer my hand in friendship to everyone I meet;
Support travel services that share these views and act upon then; and
By my spirit, words, and actions, encourage others to travel the world in peace.
Source: International Institute for Peace Through Tourism

Partnerships and Strategic Alliances in Tourism and Hospitality

The ninth major issue is partnerships and strategic alliances in tourism and hospitality. New
partnerships are occurring such as the partnership between the UNWTO and the Meeting Industry
on November 28, 2006, in which the United Nations Tourism Satellite Account will measure the
global economic contribution of the meeting industry. Other partnerships are introducing
coopetition, the use of cooperation, and competition in which the available opportunities are
unlimited.
A recognized form of coopetition is the rewarding of frequent travelers with points which can
be used with car rental companies, hotels, airlines, and other components of the tourism and
hospitality industry. Hotels that have strategic alliances with certain airlines willgive the visitors
points for room nights spent at a hotel which accumulate and are redeemable for free airline tickets
or upgrades or for use in booking future hotel rooms.
Tourism and hospitality partnerships are a form of cooperation to facilitate competitive, and
at the same time, mutual interests. They occur in the local, regional, national, and international
levels and can be a combination of private and public sectors establishments. Two important words
in partnerships are responsibility and collaboration. It is through connectivity that successful
partnerships are formed.
 Tourism strategic alliances are formed when the different sectors of the tourism and
hospitality industry are connected by a common bond such as a market opportunity or threat to
market stability like war or a terrorism event, and when they recognize the need for joining the
alliance for their mutual benefit. Strategic alliances, just like tourism and hospitality partnerships,
can occur on many levels.

Through strategic alliances in tourism and hospitality, the tourism and hospitality industry
can maximize its use of outsourcing particularly in the areas of cost effectiveness, cost reduction,
and brand loyalty. Outsourcing can provide information on flights, weather, crisis management, or
services that the traveler may demand. In short, partnerships and alliances in the tourism and
hospitality industry can help in the establishment of alternative companies and service providers.
Coopetition can encourage a competitive yet cooperative relationship of new companies and well-
established agencies to explore the growth and expansion of tourism products and services.

The Impacts of Health Issues on Tourism and Hospitality

The tenth major tourism and hospitality issue is the impact of health issues on tourism and
hospitality. Most travelers avoid the areas that have high health risks. Diseases spread more rapidly
due to travel, particularly through international aviation. Reports released by Harvard Researchers
showed that the flu virus spread more rapidly due to the international tourism and hospitality,
especially air travel.
Fear of disease reduces travel demand. Other diseases that affect tourism and hospitality are
AIDS, SARS, and foot and mouth disease. AIDS was originally brought to the United States and
Canada by a flight attendant who contracted the disease in Africa. SARS spread rapidly throughout
Asia and Canada. The foot and mouth disease from the United Kingdom to Continental Europe. Due
to the SARS scare, the spread hotel occupancy rate in Hong Kong went down from 82% to 5%. After
the outbreak of SARS and the subsequent travel advisories from the World Health Organization
(WHO), tourist arrivals in China, Hong Kong, Vietnam, and Singapore decreased. After the outbreak
of the foot and mouth disease in Europe, the United Kingdom lost between £2.7 and £3.2 billion
due to postponement and cancellation of trips.
Policymakers now need to react to health crises in their own countries. They should
formulate strategies to provide support to individual countries and recommend restricted travel to
affected countries. Tourism and hospitality organizations must take leading roles in the
development and support of tourism and hospitality health measures and safeguards.

Effects of Natural Disasters on Tourism and Hospitality

The eleventh major tourism and hospitality issue is the effects of natural disasters on
tourism and hospitality. Natural disasters have devastating impacts on the tourism and hospitality
industry. People avoid travel to affected areas. Once this occurs, there is limited opportunity to use
tourism and hospitality to restart the economy or to obtain new revenues to reinvest in the tourism
and hospitality industry and in the well-being of the local residents (Edgell, 2008).
Airline disruptions caused by storms result in delays and cancellations in weather-affected
locations. In addition, delays and groundings cause airplanes to be misallocated for the start of the
next round of flights.
 Two major storms such as Hurricane Katrina in New Orleans, USA and the tsunami in
Phuket, Thailand caused mass disruptions in domestic and international tourism. After the
hurricane, the New Orleans tourism and hospitality industry lost $5 million per day due to the lack
of tourist arrivals. The tsunami resulted in huge losses in tourism and hospitality in Thailand.
Tourist arrivals in Phuket went down to 44.7% after the first four months. New Orleans and Phuket
slowly recovered from the disaster they have experienced.
Other types of natural disasters also have lasting impacts. Mudslides disrupt business
enterprises, generate huge cleanup costs, and destroy landscapes. Venezuela suffered severe
mudslides in the 1990s. This resulted in a decline of tourist arrivals by more than 25% in 1999.

Because of the negative impacts of natural disasters, new public policy tools and best
practices need to be developed that respond to natural disasters. Travelers need transportation
systems and alternative accommodations, access to telephones and other communication devices,
and places to stay in case their present lodging is destroyed or damaged, Safety concerns include
clean drinking water and the physical safety of tourists, Tourist organizations need to review
contingency plans for workers.
Policy formulation needs to address the following: provide the immediate needs of the industry and
guests; long-term recovery and rebuilding: and lastly, prevention and impact reduction.

Climate Change and Tourism and Hospitality

The twelfth major tourism and hospitality issue is climate change and its impact on tourism
and hospitality, Global warming is a growing concern for travelers. The recently published research
by the World Wildlife Fund documents the ecological footprint of human activities around the world,
many of which are embodied in international travel and tourism. Results show that the world's
ecosystem is being degraded by humans at an unsustainable rate that cause irreversible damage to
the planet as well as triggering population declines at about 31% in land animals since 1970,
freshwater creatures by 38%, and marine animals by 27%. Consumption exceeds by about 25% of
earth's capacity to provide resources and absorb waste. Recent projections by the Pew Research
Center show that global warming willcause major shifts in tourism and hospitality with locations
that have higher altitudes and latitudes becoming the winners, while warming countries experience
declines by about 20% (Washington Post News Service, 2006).
Climate change can cause a ripple effectin tourism and hospitality. Climate change will affect
which certain locations will tourists visit and at what times of the year. This shift in travel patterns
and travel periods can have an impact on travel destinations which, in turn, affects the
environment, which in turn changes when visitors desire to come. Environmental impacts will
emerge- from fossil fuel power and oil generation that support various forms of transportation-from
accompanying greenhouse gas production (Edgell, 2008).
Tourism and hospitality managers need to look for information proactively and take the lead
in creating responses to projected changes. Tourism and hospitality industry sectors should adopt
long-term policies to protect their environments and their livelihoods. Local tourism and hospitality
managers must focus on environmental issues to enhance the tourism and hospitality industry.