Action areas and priorities for governments and cities TABLE 2 Evolving traveller profiles –Establish flexible visa systems: Implement efficient, digitalized visa processes for emerging-market travellers and evolving patterns –Develop cultural exchange programmes: Create initiatives that foster deeper cross-cultural understanding between visitors and local populations –Enhance tourism data systems: Invest in comprehensive data gathering and analysis platforms that track changing traveller preferences and behaviour –Facilitate connectivity and language access: Improve multilingual signage, translation services and communication systems to accommodate diverse needs Growing segments as drivers –Develop strategic segment frameworks: Create tourism strategies that identify and prioritize high-potential segments aligned with destination assets and capabilities –Implement specialized infrastructure: Develop facilities, transportation links and services supporting targeted growth segments (e.g. wellness facilities, sports venues) –Create segment-focused incentives: Offer tax benefits, regulatory support and financing mechanisms for businesses developing offerings in priority segments –Establish cross-border collaboration: Form regional partnerships to develop complementary segment offerings in neighbouring destinations Technology developments as an enabler –Establish digital infrastructure: Invest in fast, reliable connectivity across tourism destinations and transportation networks –Develop open tourism data platforms: Create standardized frameworks for sharing data between entities to enable innovation –Implement smart destination systems: Deploy integrated technologies for visitor management, resource optimization and enhanced experiences –Create tourism innovation funds: Establish dedicated funding mechanisms for technological solutions addressing principle tourism challenges Risk of global disruptions –Establish multi-hazard early-warning systems: Develop integrated monitoring frameworks that track risks (e.g. pandemics, climate events) and other disruptions to visitor flows –Create tourism crisis-response mechanisms: Implement preapproved action plans, communication protocols and emergency funding mechanisms that can be readily activated and followed during crises –Develop bilateral crisis agreements: Forge agreements between key source and destination markets to maintain travel corridors during disruptions (e.g. specialized visa agreements, health protocols, security cooperation) –Partner with insurance/reinsurance entities: Facilitate the development of specialized tourism insurance products and public–private risk pools to provide safety nets for destinations and businesses Increased friction between visitors and residents –Implement strategic visitor management: Establish evidence-based carrying capacity limits, dynamic pricing systems, length-of-stay incentives (e.g. Greece Tourism for All104) and visitor dispersal incentives to prevent overcrowding –Develop educational campaigns: Launch initiatives that highlight tourism’s economic and social benefits for residents while educating visitors about local norms and customs –Establish community benefit mechanisms: Create transparent systems ensuring tourism revenues directly support public services or infrastructure that improve residents’ quality of life –Monitor housing price affordability: Develop frameworks that balance short-term rental opportunities with permanent housing needs, preventing residential displacement and tourist-only districts (e.g. Venice’s historic centre population) while developing authentic visitor–resident interactions –Implement destination respect regulations: Enact and enforce ordinances protecting the local quality of life (e.g. noise restrictions, limitations on tourism-focused retail, crowd management systems and vehicular access controls in historic centres) Growing pressure on nature –Strengthen environmental regulation and protection: Implement capacity limits, reservation systems and sustainable funding mechanisms for natural attractions facing visitor pressure while restricting access to inhabited protected areas –Develop climate action plans: Design cross-sector-specific decarbonization roadmaps or resource use with targets, incentives and regulatory frameworks –Implement tourism-specific environmental standards: Establish mandatory environmental impact assessments (EIAs), biodiversity protections and waste management requirements for developments –Create ecosystem service payment systems: Develop mechanisms that channel tourism revenues into conservation, restoration and the management of nature Infrastructure Finance Technology and innovation People and skills Regulation and public–private collaboration Travel and Tourism at a Turning Point: Principles for Transformative Growth 32

Travel and Tourism at a Turning Point 2025