Tourism? What Tourism?

In our previous posts, we explored the pros and cons of current tourism trends, highlighting how some destinations are managing visitor flows and adopting de-marketing or no-marketing strategies to curb tourism pressure. Meanwhile others are embracing a more exclusive

Despite the multiple crises we face — from climate change and public health challenges to the cost of living, rising inequalities, and growing populism — it is increasingly clear that many governments persist with the same growth model that led us here in the first place. This approach prioritizes short-term gains and heavily exploits local resources, often at the expense of long-term sustainability.

Focusing solely on visitor numbers and revenue generation oversimplifies the complexities of the tourism sector. The locations we discussed in our recent posts covered historically urbanized areas known for offering rich cultural tourism experiences and ­— while we fully appreciate the value of travelling for cultural enrichment and have argued elsewhere in favour of it — our concern lies with the policies implemented to develop and regulate this sector, which often prove insufficient to drive meaningful and equitable local growth.

Despite the number of policies and initiatives aimed at promoting sustainability in both destinations and the tourism industry, the sector remains heavily carbon-intensive, even as travellers become more aware of its environmental impact. In 2019, each dollar earned in tourism generated 1.02 kg of greenhouse gas emissions (Scope 2) globally — approximately four times higher than the service sector (0.24 kg/$) and 30% higher than the global economy (0.77 kg/$). The majority of net emissions came from air transport (0.27 Gt) and utilities (0.26 Gt). . This poses a question of how far sustainable practices alone can go.

Claudio Milano et al.  use the concept of the “tourism iceberg effect” to illustrate the pressure, congestion, and overcrowding many destinations face. They argue that these visible issues at popular tourist sites are just the tip of the iceberg, revealing deeper inequalities that often disproportionately impact the most vulnerable members of the community.

To address these challenges, policies and practices worldwide are increasingly working with sustainability principles that aim to balance environmental, economic and socio-cultural factors for the long-term viability of destinations. While often perceived as a trade-off, the real objective is to minimize harm while maximizing benefits, ensuring that tourism contributes positively to the places and communities it touches.

Travellers are increasingly aware of the need to support the social as well as the environmental sustainability of the places they visit. According to Eduardo Santandar, CEO of the European Travel Commission, such awareness is evident in online reviews mentioning sustainability, which have quadrupled since 2018. Santandar also believes that the fact that tourism featured for the first time as an official theme at COP29 marks a significant milestone for the industry, acknowledging not only the sector’s negative impacts but also its potential role in promoting the long-term wellbeing of societies.

The Global Sustainable Tourism Council (GSTC), an international organisation dedicated to promoting sustainable tourism practices worldwide is helping to develop responsible tourism practices by producing global standards, known as the GSTC Criteria, covering four key areas: Sustainable Management — How tourism businesses and destinations can be managed responsibly; Socioeconomic Benefits — Ensuring tourism provides economic benefits to local communities; Cultural Heritage — Protecting and promoting local culture and heritage, and Environmental Impact — Reducing negative environmental impacts and promoting conservation. At its core, the work of the GSTC aims to promote holistic approaches to tourism, viewing the visitor economy as an integral component of place-making through active community engagement.

However, while the GSTC’s focus remains on sustainable tourism standards, its role in regenerative tourism is still developing. Current regenerative tourism models (both in Europe and beyond), have shown great potential for smaller cities or isolated communities that are struggling with negative perceptions or lack the confidence to be proactive about their distinctive cultural assets. By embracing a regenerative approach, these communities can reframe their narratives by integrating and reimagining local heritage, traditions and natural resources in ways that not only address challenges but also open new opportunities. As a result, they are better positioned to attract mindful travellers seeking authentic experiences and aiming to make a positive impact on the destinations they visit.

In addition to the work of the authors of this piece, academics and experts in cultural and creative tourism Greg Richards , Lian Duif , and Antonio Paolo Russo  have developed research and initiatives that demonstrate the value of collaborative mapping processes at the local level, leading to long term regenerative effects. These efforts advocate for strategic, holistic placemaking that is rooted in reimagining the local qualities that emerge from such mapping.

Sustainable and regenerative tourism consultant Ulla Alexandra Mattl argues that mapping can empower local communities and stakeholders to create regenerative tourism offers by identifying the right partners and engaging in a co-design process that reflects local values. Such a place-rooted approach fosters equal, meaningful exchanges between visitors and hosts, promoting human connection and shared experiences. She also adds that, while the potential for regenerative tourism is immense, many industry professionals have yet to fully grasp its meaning or effectively apply regenerative frameworks.

The intention of this posting was to lay the foundations for a debate about how to change the economic model and the way we look at society that have created the polycrisis we are currently facing. Our present model of growth, rooted in competition, consumption and short-term profit, has deepened social inequalities and accelerated environmental degradation. Rethinking this model requires moving beyond GDP-based measures of success in favour of more holistic indicators that prioritise well-being, human development, shared prosperity and environmental protection.

In our next post we will present concrete examples of how places and destinations — especially the smaller ones — have embraced regenerative approaches by imaginatively leveraging their local strengths and fostering place-based strategies where cultural and natural resources are valued as key assets. We will demonstrate that this is not merely about adjusting existing policies, but about experimenting with innovative approaches that prioritise human and environmental well-being over extraction and exploitation, placing care, reciprocity and long-term resilience at the forefront.

Lia Ghilardi is an international expert in city making and cultural tourism strategies, with extensive consulting experience. She collaborates with organisations like the EU, OECD, and the British Council, as well as cities worldwide to enhance urban cultural identity, foster community engagement, and promote sustainable, equitable growth.

 Bernhard Bauer is a cultural anthropologist and consultant in tourism and the cultural industries. He connects tourism, culture, and agriculture to propose creative solutions for projects funded by UNESCO, UNWTO, and the World Bank in developing countries. He advises the management company Bain & Co. and the OECD Tourism Unit and teaches at the SRH School of Management in Germany.