Beyond Tourism Coordinated Pathways to Inclusive Prosperity 2025

On the basis of research and analysis, together with stakeholder consultation, previous Forum work identified 10 principles for transformative change and sustainable sector development that can help destinations and other stakeholders leverage emerging growth opportunities and address tension points. However, applying these principles and addressing the challenges requires holistic collaboration to align the efforts of the public and private sectors and all stakeholders in driving the required transformative change. The need for an ecosystem approach The current, largely fragmented operating model, characterized by siloed stakeholders and piecemeal policy interventions, has proven ill equipped to meet these multilayered, interconnected challenges. Destination authorities, businesses, communities and policy-makers too often act in isolation, leading to duplicated efforts, inconsistent guest experiences and lost value for residents and nature alike. The COVID-19 crisis laid bare the costs of such fragmentation: during the early pandemic phases, many international travel restrictions proved ineffective or limited in impact.3 As travel continues to grow, local opposition is swelling in overburdened hotspots, while undervisited regions remain underserved – further evidence of the pressing need to rebalance opportunity, flows and benefits. Without bold systemic change, the sector risks amplifying shocks, deepening inequities and eroding its own social licence to operate. Against this backdrop, ecosystem thinking has shifted from aspiration to necessity. This approach recognizes the T&T sector as a complex web of interdependencies, not merely a linear value chain but a living system in which destinations, businesses, communities, travellers, technology partners, government actors and the natural environment all play essential, interconnected roles. From resilient crisis management and regulatory alignment to experience co-creation and environmental stewardship, ecosystem thinking marshals holistic collaboration in place of fragmentation. It demands that strategies be designed around shared goals and mutual benefit, transforming potential sources of friction into engines for regeneration, innovation and inclusive prosperity. The future must be shaped by aligning interests, pooling resources and empowering diverse voices, including those of residents, SMEs and underrepresented communities. The choice is clear: embrace tourism’s ecosystem nature through coordinated governance and planning or accept the mounting costs of fragmentation as growth pressures intensify. The evidence from leading destinations, analysed in detail throughout this paper, demonstrates that coordination is both achievable and measurably superior to fragmented approaches across all performance dimensions.10 principles for transformative tourism growth FIGURE 2 Align market opportunities with local strengths and values1 Develop offerings in high-value segments that align with destination assets and community values, creating distinctive experiences and maximizing local benefitsBalance demand with local capacity6 Align visitor flows with destination carrying capacity and engage communities in co-designing strategies that deliver mutual benefitsBalance demand with local capacity6 Align visitor flows with destination carrying capacity and engage communities in co-designing strategies that deliver mutual benefits Enable responsible choices for evolving travellers2 Adapt to changing traveller needs and preferences, while empowering visitors to make responsible, informed choices Empower local enterprise and economies3 Create pathways for small businesses and local enterprises to scale, innovate and benefit from the sector’s transformationRevitalize and protect natural ecosystems8 Place regeneration at the heart of operations, reducing impacts, restoring ecosystems and sustaining the natural assets on which the sector dependsEnable responsible choices for evolving travellers2 Adapt to changing traveller needs and preferences, while empowering visitors to make responsible, informed choices Revitalize and protect natural ecosystems8 Place regeneration at the heart of operations, reducing impacts, restoring ecosystems and sustaining the natural assets on which the sector depends Build a skilled and resilient workforce by addressing labour shortages, making tourism more attractive as a career and investing in skills, inclusion and job qualityInvest in a future-ready workforce4 Strengthen ecosystem resilience9 Build agility and preparedness to anticipate and withstand shocks, manage risks and adapt to change Develop infrastructure for shared benefit5 Invest in infrastructure that supports travel and tourism, while strengthening resilience, mobility, local services and quality of lifeHarness data and technology responsibly10 Use data and technology to drive sustainable growth, measure progress and enhance experiences, while ensuring access, accountability and protection for allChampion cultural heritage and connection Foster cultural innovation and exchange, protecting heritage, while generating new creative industries, expressions and experiences7 Source: World Economic Forum Beyond Tourism: Coordinated Pathways to Inclusive Prosperity 6