01 Jan Tourism heroes

“With freedom comes responsibility” Eleanor Roosevelt.

The ability to travel freely is an amazing privilege for a growing number of people. The growth of travel is a testament to both the lowering of barriers to travel and the increasing wealth of many around the world.

As we wrap up the second decade of the 21st Century, I believe that the last decade has seen a growing awareness that, with the freedom that enables the growth of tourism, travelers and other tourism system members must take greater responsibility for the impacts of tourism. This awareness of the need for responsible, sustainable tourism started slowly but it is gaining momentum. Even so, we must commit to redoubling our efforts in the coming years.

Bob Dylan said, “a hero is someone who understands the responsibility that comes with freedom.” As we enter the 2020s, I am excited to see a growing number of heroes in the tourism industry working to make the system better and more sustainable.