The Tourism sector has come of age. Having been viewed for decades as a purely leisure, non-essential activity, attracting disposable income and a chosen few, finally the importance of travel, travellers and the impact of the Travel & Tourism sector on economies and societies across the globe is achieving awareness, understanding and applause!
For the sector to realise its true potential, playing an ongoing role in the advancement of our world socially, environmentally, economically and diplomatically, this wave of positive change must not only be carefully navigated — the people involved in churning the water must be provided with all of the intelligence, insight and inspiration they require to make a meaningful, sustainable and equitable difference.
This book has been created with tourism leaders around the world in mind. From governments to global corporations, Ministers of Tourism to Managers of Airlines, Airports and Hotels, diplomats to business decision makers, media to marketing authorities
— for all of the people playing a part in defining and developing the global Tourism Economy for the benefit of the people and places that bring such purpose and pride to our practices.