With global travel and tourism expected to make a full recovery this year after the pandemic, the industry is facing increasing pressure to meet its sustainability commitments.
As thousands of travel and tourism representatives gathered in Berlin for the annual ITB trade event, they were in a lively mood, with the industry returning to full force after the health crisis. But now the heat is on “building better.”
In this edition of Focus, Euronews journalist Damon Ebling talks to representatives of some of the world’s biggest destinations about how they act on sustainability to bring about decarbonization and responsible travel.
Hear from Italy, which now charges tourists a fee to visit the tourist hotspot of Venice during peak periods of the year.
Damon also talks to Oman, which seeks to increase the number of visitors with an emphasis on quality over quantity. While Japan is highlighting one of its main focuses going forward: encouraging visitors to look beyond the bright lights of big cities, also exploring rural areas and interacting with local communities.
One of the other big trends coming out of this year’s ITB event is health and wellness tourism, which has gained more popularity since the pandemic. Thailand tells Damon it is seeing a 20% increase in demand, with the country offering all kinds of treatments and experiences, including traditional massages. Meanwhile, Algeria says it is trying to promote its thermal waters, as it exploits the attraction of this type of tourism.
