As countries edge closer towards different sorts of recoveries, we need to work as an industry to ensure that we continue to support solidarity through any ‘disillusionment stage’ we may encounter.

If we are serious in our efforts to develop a transformative tourism industry, then helping our guests transform their eating habits should be an easy win. 

The age of unfettered long haul travel is – though its proponents will deny it for some years yet – coming to an end. It is time to learn to appreciate closer, smaller things. Build a world that celebrates difference, not distance.

Stripped away of all the commercialising, the pointless plastic souvenirs, the tick box FOMO, the binge flying, tourism is at heart something very, very special, and increasingly needed.

What if the solutions to the world’s biggest challenges come not from doing more work, but from doing less? What role does tourism play then?

Language frames the way we see the world, and as an industry whose entire remit is to enable people to see the world, tourism needs to think carefully about how it does so.

How can our industry continue to profit from enjoying what is left, if we aren’t driving the urgent efforts to protect it?

ourism gives us the chance to step away from our daily realities. It gives us the chance to experiment and experience alternative, sustainable, hopefully better, ways of living.