As World Tourism Day approaches, it is crucial to emphasise the significance of responsible and sustainable tourism practices that promote economic development while also prioritising cultural appreciation and environmental conservation. This involves advocating for cross-cultural understanding and acknowledging the substantial cultural richness and diversity that tourism brings to the world. By prioritising these values, we can ensure that tourism has a lasting positive impact on both local communities and the environment.

From the 1990s onward, the global number of international tourist arrivals has significantly increased, soaring from 433 million in 1990 to an impressive 1.304 billion in 2023. This growth is particularly remarkable given the temporary decline experienced during the COVID-19 pandemic, highlighting the resilience of the tourism industry.

The phenomenon of globalisation, marked by increased interconnectedness between nations, has been especially pronounced since the 1990s. This trend has played a pivotal role in breaking down traditional barriers to international interaction, such as trade restrictions, capital investment, and travel regulations. Subsequently, there has been a substantial surge in cross-border investment and tourism, profoundly impacting the global tourism industry and encouraging adopting sustainable tourism practices and development. It’s worth noting that the number of tourists in 1950 was a mere 25 million and has steadily increased, especially since the advent of globalisation. In the last two decades, this shift towards sustainable tourism has led to increased engagement between academia and the tourism sector, leading to in-depth analyses and discussions. One crucial aspect of this dynamic is the pervasive influence of a business “paradigm” on tourism studies, prompting further scrutiny and examination of industry practices.

The topic of tourism development has ignited a passionate and ongoing debate, particularly in relation to the emphasis on industry growth. There is significant contention over the extent to which current tourism practices contribute to sustainability. As the industry continues to prioritise growth-driven tourism, it has become increasingly evident that there is an urgent need to shift towards more sustainable forms of tourism that take into account environmental and social impacts.

Sustainable tourism development has predominantly been shaped by growth-oriented approaches, which have faced criticism for prioritising economic development at the expense of social and environmental sustainability. As a result, there is a widely held belief that sustainability in tourism is heavily influenced by moral judgments, ideological stances, and branding, reflecting a complex interplay of values, beliefs, and market positioning.

Advocates of new socially and environmentally sustainable models, such as green growth, steady-state, and degrowth approaches to tourism development, offer alternative perspectives and strategies. These emerging approaches seek to address the limitations of existing growth-oriented models and promote a more balanced and integrated approach to tourism development.

Sustainable development involves a commitment by all countries to strive towards achieving a specific set of 17 Sustainable Development Goals (SDGs). These goals are designed to create a better future for all individuals, communities, and nations. The overarching agenda outlines a comprehensive global framework with a targeted timeline for achieving significant milestones by 2030. The primary objectives of this agenda include eradicating extreme poverty, addressing issues of inequality and injustice, and implementing measures to mitigate the impacts of climate change.

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