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Transformation through Tourism

The growth of Global Tourism has occurred for a number of reasons:

1. 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;

Labor Organization’s observation:-

Hotels, 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.

No 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 industry. 

Thus the power of tourism can best be described by one word: transformational.

Tourism 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 community enrichment.

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 difference, together..



Governments 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:

COMPASS: Insights into Tourism Branding

SKILLS 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.

Ultimately, 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 to occur.


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