Report on UNWTO Priorities, Global Trends, and Sustainable Tourism

This report examines the concept of sustainable tourism, emphasizing its importance in minimizing environmental and cultural impacts while generating local employment. It focuses on the role of the UNWTO (World Tourism Organization) in promoting sustainable tourism, detailing its priorities such as enhancing competitiveness, knowledge exchange, and supporting sustainable practices through policy and ethical guidelines. The report explores global trends in sustainable tourism, highlighting the increasing demand for responsible travel and the influence of social media. It also clarifies the interrelationship between responsible tourism, which focuses on individual actions, and sustainable tourism, which emphasizes environmental and social impacts. The report concludes by underscoring the growing significance of sustainable tourism in addressing environmental challenges and ensuring economic and social sustainability within the tourism sector. References from various academic journals and websites are included to support the analysis.

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Table of contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
UNWTO sustainable tourism priorities.......................................................................................3
Global trends of sustainable tourism............................................................................................5
Interrelationship between responsible tourism and sustainable tourism......................................6
Conclusion.......................................................................................................................................7
Reference list...................................................................................................................................8

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Introduction
The term sustainable tourism indicates the process of industry commitment towards making the
less impact on the local culture and environment while generating the employment opportunity
for the local people (Boley, McGehee & Hammett, 2017). By ensuring the positive experience
for the local people helps to manage the development process. Analyzing the benefits of
sustainable tourism it can be said that sustainable tourism plays an important role in case of
building the effective environment solutions so that overall growth can be ensured in the
particular area. The purpose of this report is to shed light on the context of sustainable tourism in
the context of UNWTO. Describing the global trends of sustainable tourism the significance of
this on the environment as well as human life has been described.
Discussion
UNWTO sustainable tourism priorities
UNWTO Liaison Office in GENEVA represents the World tourism organization with the
international priorities as well as policies of sustainable development (Monitor.icef.com,2019).
Analyzing the priorities of UNWTO, it has been identified that enhancing the competitiveness of
knowledge exchange as well as knowledge creation process the sustainable tourism development
can be introduced. Examining the statistics, market trends and policy planning process the
UNWTO members focus on improving the tourism competitiveness in the market. By
highlighting the priorities of national as well as international policies, UNWTO supports the
sustainable tourism practices (Medium.com, 2019). Being the leading international organization,
UNWTO promotes the tourism for driving the inclusive development, environmental
sustainability and economic growth. Analyzing the sustainable tourism in Australia it can be said
that enhancing the current as well as future economic situation in Australia, Sustainable tourism

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plays an effective role. In terms of addressing the needs of the visitors, the sustainable tourism
ensures the engagement of local community for bringing the environmental sustainability. By
encouraging the implications of global code of ethics for tourism, UNWTO plays an important
role for maximizing the economic contribution in the tourism sector (Soulfulconcepts.com,
2019). In case of reducing the negative impact on the environment the agency promote the tour
instruments in an effective manner so that the sustainable development goals can be effectively
achieved. By generating the marketing knowledge the promotion of sustainable tourism policies
and competitiveness can be introduced which can play an effective role for fostering the
development process. By developing membership with 158 countries, UNWTO represents
affiliated educational institutions, tourism associations, tourism authorities and private sectors
(Lee & Hsieh, 2016). Analyzing the priorities of UNWTO, it can be said that improving the
tourism competitiveness, UNWTO members focusses on ensuring the human resource
development practices. By ensuring the positive experience for the local people helps to manage
the development process. Analyzing the benefits of sustainable tourism it can be said that
sustainable tourism plays an important role in case of building the effective environment
solutions so that overall growth can be ensured in the particular area. Being the leading
international organization, UNWTO promotes the tourism for driving the inclusive development,
environmental sustainability and economic growth. Analyzing the sustainable tourism in
Australia it can be said that enhancing the current as well as future economic situation in
Australia, Sustainable tourism plays an effective role.
By promoting the Sustainable Tourism Development Plan is another important priority of
UNWTO aims to support the policies and practices of Sustainable Tourism which helps to make
the optimal use of environmental resources (Budeanu et al., 2016). In case of maintaining the

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authenticity of socio cultural practices the agency allows the local community for hosting socio
economic benefits. Mainstreaming the tourism business is one of the important Global agendas
of UNWTO. Through the education of tourism values it creates the priorities in National and
international level. By focusing on the fostering knowledge, building partnership and fostering
education the training based on sustainable tourism development (Molina-Azorín & Font, 2016).
UNWTO also focus on advancing tourism’s contribution towards the poverty reduction and
development process. Maximizing the optimal use of environmental resources, the contribution
towards the sustainable development process can be ensured.
Global trends of sustainable tourism
Analyzing the Global Trends of Sustainable Tourism it can be said that due to the increasing
Complex situation in the tourism industry ensuring the Sustainable Tourism practices has
become necessary for encouraging local community towards the growth process (Moutinho &
Vargas-Sanchez, 2018). By providing the benchmark criteria to the destination and industry the
Global Sustainable Tourism Council provides assurance for developing strong relationship with
the UNWTO sustainable development goals. By continuing this it can also be said that the
Global Sustainable Tourism Council has introduced 5 certified bodies for recognizing over two
dozen global standards programs in case of Engineering for the equivalent of standard tour
criteria (Cornelissen, 2017). Analyzing the emerging tourism Trends it can be say that
Sustainable Tourism place and effective role in case of heating the mainstream media in the
bigger manner over the last two years. In order to drive the greater awareness Sustainable
Tourism Development authorities in to develop the deeper discussions so that the travel and
tourism processes can be more sustainable.

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Analyzing the Global trend of Sustainable Tourism it can we say that international travel has
become easier for the Global population due to the interference of social media (Carley &
Christie, 2017). Comparing the number of visitors in the Sustainable Tourism destinations it can
be said that in the year 1950 the availability of tourists where 25 million. In the year 2016 the
numbers of visitors reached 1.25 billion. Emerging economic opportunities the greater role of
global travel in all over the world enhancing the fastest growing syndromes. From the last 11
years the world economic forum is carrying in-depth analysis of tourism and travel
competitiveness in 136 economics (Medium.com, 2019). In a recent survey it has been identified
that country policies are playing an important role for enabling the sustainable development of
travel and tourism sector. This is indirectly enhancing the competitiveness of company in the
Global world. In the year 2016 the concept of tourism has got improved. Due to the changing
consumption trends as well as growth greater open less towards international travel has
increased. However various growth opportunities have been introduced in the tourism industry
but there are still some travel barriers especially in in the form of visa requirements as well as
security provisions. Due to the expansion of Technology as well as improvement processes the
environmental insecurity has got increased. Geopolitical landscape and its complexity has started
influencing the Global Sustainable Tourism Development process (Monitor.icef.com 2019).
Social media is playing an important role for improving the networking infrastructure in the
tourism industry. The current scenario tourist have become smart enough while choosing the
alternative destinations.
Interrelationship between responsible tourism and sustainable tourism
In the words of Edgell Sr (2016), Sustainable and responsible tourisms are being considered as
the alternative forms of tourism. Interrelationship between responsible and sustainable tourism is

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in case of sustainable tourism the positive impact on the environment is being introduced. On the
other hand, the responsible tourism highlights the individuals’ action. As stated by Muresan et
al., (2016), depending on the contribution of visitors, residents and small business companies, the
responsible tourism gets influenced. In case of sustainable tourism, redistributing the profitability
rate as well as alleviating the poverty the social protection measures are being introduced. On the
other hand, in case of responsible tourism, positive environmental, social and economic impacts
are being fostered. In case of following the responsible tourism, responsible business practices
are being followed (Budeanu et al., 2016). Therefore, this can be said that in case of responsible
tourism, the interaction between host destination and tourism industry is being developed.
However, in case of sustainable tourism, ethical tourism practices are being followed with the
effective contribution of stakeholders and political leaders. As an example, it can be said that
travelling for health and wellness can be considered as the effective example of responsible
tourism. As in this tourism practices the visitor takes the individuals decision where they want to
invest in the tourism sector or not, depending on the benefits of the visitor, the health tourism
planning is being developed. On the other hand, the tourism places are being certified by the
UNESO and ITR are being considered as the sustainable tourism destinations (Lee & Hsieh,
2016).
Conclusion
It can be concluded that sustainable tourism has become highly popular in the emerging
business scenario. Due to increasing numbers of environmental challenges, it has become highly
popular for ensuring the economic as well as social sustainability through the tourism initiatives.
Analyzing the UNWTO priorities based on the sustainable development initiatives, it can be

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assumed that with the effective implications of these priorities the sustainable global sustainable
tourism standard can be improved.

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Reference list
Boley, B. B., McGehee, N. G., & Hammett, A. T. (2017). Importance-performance analysis
(IPA) of sustainable tourism initiatives: The resident perspective. Tourism
Management, 58, 66-77.
Budeanu, A., Miller, G., Moscardo, G., & Ooi, C. S. (2016). Sustainable tourism, progress,
challenges and opportunities: an introduction.
Carley, M., & Christie, I. (2017). Managing sustainable development. Routledge.
Cornelissen, S. (2017). The global tourism system: Governance, development and lessons from
South Africa. Routledge.
Edgell Sr, D. L. (2016). Managing sustainable tourism: A legacy for the future. Routledge.
Gstcouncil.org (2019). Retrieved from: https://www.gstcouncil.org/the-case-for-responsible-
travel-trends-statistics-2018/ [Accessed on 22th May, 2019]
Lee, T. H., & Hsieh, H. P. (2016). Indicators of sustainable tourism: A case study from a
Taiwan's wetland. Ecological Indicators, 67, 779-787.
Medium.com (2019). Retrieved from: https://medium.com/sustaining-tourism/sustainable-v-
responsible-tourism-the-nuanced-difference-5893d4e6706 [Accessed on 22th May, 2019]
Molina-Azorín, J. F., & Font, X. (2016). Mixed methods in sustainable tourism research: an
analysis of prevalence, designs and application in JOST (2005–2014). Journal of
Sustainable Tourism, 24(4), 549-573.

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Monitor.icef.com (2019). Retrieved from: http://monitor.icef.com/2018/08/global-tourism-
report-highlights-key-travel-trends/ [Accessed on 22th May, 2019]
Moutinho, L., & Vargas-Sanchez, A. (Eds.). (2018). Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Muresan, I., Oroian, C., Harun, R., Arion, F., Porutiu, A., Chiciudean, G., ... & Lile, R. (2016).
Local residents’ attitude toward sustainable rural tourism
development. Sustainability, 8(1), 100.
Soulfulconcepts.com (2019). Retrieved from:
https://soulfulconcepts.com/index.php/2017/03/14/difference-between-responsible-and-
sustainable-tourism/ [Accessed on 22th May, 2019]