Natalia introduces the talk by sharing that if we work together on 5 priorities, we can successfully change tourism into a more sustainable sector.
The first priority is everything regarding sustainability itself. 40% of the Mediterranean's waste of 2020 was produced in August alone, the most important month for the European travel season. If we want tourism back again, the clear objective here would be to create new platforms to develop more segmented marketing in order to avoid such large crowds and actively combat overtourism.
The first priority is everything regarding sustainability itself. 40% of the Mediterranean's waste of 2020 was produced in August alone, the most important month for the European travel season. If we want tourism back again, the clear objective here would be to create new platforms to develop more segmented marketing in order to avoid such large crowds and actively combat overtourism.
Natalia introduces the talk by sharing that if we work together on 5 priorities, we can successfully change tourism into a more sustainable sector.
The first priority is everything regarding sustainability itself. 40% of the Mediterranean's waste of 2020 was produced in August alone, the most important month for the European travel season. If we want tourism back again, the clear objective here would be to create new platforms to develop more segmented marketing in order to avoid such large crowds and actively combat overtourism. Sustainability isn't just an environmental issue though, it involves ethics and inclusion: it's about working with communities in order to act as a driver for a better future and better tourism, creating new ways for investors to give back to the communities during uncertain times.
Digital tourism has to be paired with strong digital education: in this context, creating digital platforms allowing for growth is crucial. The UNWTO curated their own online academy with the belief of scaling quality of education alongside empowering content and spokespeople to bring back information to add value. This initiative reflects the need to give opportunities that empower in order to develop a broader skillset within the industry.
Innovation is not just about the use of technology but about developing more efficient business models. Currently, only 5% of start-ups in the world specialise in tourism: the UNWTO aim is to help the tourism ecosystem and innovators to grow as a more efficient business model in a technology-driven sector. To achieve this, they run start-up competitions in over 150 countries, with over 15,400 participants. It's not just about participants though, it's about connecting with governments, ensuring investments and networking.
Investments are part of the daily business when it comes to recovering tourism too. Financial support though has to be placed in businesses that provide a wider scope: if we want to enact change we have to make sure to carry on that effect.
Finally, we must consider employment. The tourism and hospitality sectors provide plenty of jobs and opportunities to grow: here comes the challenge to provide workers with the right skills. The UNWTO aims to help train these people in order to widen their skillsets in fields such as data analytics and artificial intelligence.
1. Sustainability is not just an environmental issue, but encompasses ethical issues, inclusivity and the economy: keep this in mind when setting sustainable objectives
2. Digitalisation represents an opportunity to educate and expand existing skillsets amongst your team in order to fully reach potential.
Natalia Bayona leads the innovation, education and investments strategy of UNWTO, the UN specialized agency for the promotion of sustainable tourism. With a diverse background on politics, tourism and management, she has become the first innovation director at UNWTO and has introduced entrepreneurship and education as key factors for tourism development.
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