growth of Global Tourism has occurred for a number of reasons:
The fall of barriers to global mobility and accessibility;
2. The rise in numbers of
people wanting to see the world for themselves
3. The deepening of understanding
of the value of the sector to uplift nations;
Catering and Tourism (HCT) is one of the fastest
growing sectors. It is highly labour-intensive and a valuable source of
employment and income in rural areas, especially for those with limited access
to the labour market, such as women, youth, and migrants. Sustainable rural
tourism based on Local Economic Development and decent work can significantly
support socioeconomic development and poverty reduction. Quantifies role of
tourism in transformation in social and economic life of people.
doubt through tourism sector development, economies become strong and
self-sustaining, nations gain identity and independence of spirit, nationals
find pride, purpose and a means of living a productive life in their homeland.
And, importantly, other economic sectors are switched on, and switched up a
gear, as a result of the multiplier effect of a strengthening tourism
the power of tourism can best be described by one word: transformational.
is viewed, and respected, as a means of directly addressing
1. Eradication of Poverty: creating
meaningful, sustainable work, which in turn creates a means for personal and
2. Gender Equality: creating
opportunities for women to enter the workforce, achieving new levels of
appreciation, participation and cooperation.
3. Environmental Sustainability: developing
the sector in tandem to preserving and protecting the natural beauty and benefits
of the destination.
4. Global Partnerships for Development: creating
opportunities for the private and public sector to make plans to make a
across the globe, especially those in developing nations, are looking to
tourism as a way of transforming not just the economy, but the lives of its
people, within and outside the sector. Transformation in these nations is not
purely about growth of arrivals, growth of GDP, growth of investment and trade,
and growth of jobs within the existing industry framework. The spirit of
transformation goes so much wider. It is about creating opportunities, through
tourism, for each and every individual of the destination to play a direct
role. As a result, real transformation requires embracing the need for the
sector to ensure, at all levels, resources (time, funding and know-how) are
committed, ongoing, towards:
Insights into Tourism Branding
DEVELOPMENT: creating opportunities for people
to be able to learn and apply new skills, turning ability into direct
productivity, and unlocking the opportunity for employment and advancement.
OWNERSHIP: going beyond employment to creating opportunities for people to
become small business owners (and therefore employers themselves), actively and
meaningfully playing a leadership role in industry development, and able to
influence the direction of growth.
PARTICIPATION: ensuring that each and every roleplayer in the industry,
regardless of size and structure, understands and feels that they are a part of
something bigger, something shared, and something that generates immense pride
for the sector and the destination as a whole.
transformation of the tourism industry yields a transformation of the greater
national economy and society. The national whole is far greater than the sum of
the sector’s individual part.
Transformation is one of the most powerful legacies of tourism.
For the tourism sector to truly fulfill its potential in unlocking and
uplifting economies and societies across the globe, creating a tomorrow that
offers so much more possibility than today, transformation is essential.
Genuine transformation. Nations that recognize the importance of the sector,
and the need to leverage it as a vehicle for transformation, must be prepared
to invest the time, care, funds and capabilities needed to enable the alchemy