While overcrowding is often seen as a tourism problem, many of the real pressures come from deeper issues such as underinvestment in infrastructure, poor planning, and fragmented decision-making.

These challenges affect both residents and visitors and need joined-up solutions.

Travel & Tourism supports one in every 10 jobs and nearly 10% of global GDP and is set to support one in three new jobs over the next decade.

When managed well, it also fosters cultural exchange, global understanding, and environmental protection. But without smart planning, the benefits it brings could be at risk.

WTTC’s paper, Managing Destination Overcrowding: A Call to Action, explains that there’s no simple fix to the problem and urges governments, local leaders, and businesses to work together to support both communities and visitors.

In 2024, Travel & Tourism is expected to contribute nearly $11TN to the global economy and support 357MN jobs. That’s a huge success but it also means destinations must plan to manage growth responsibly.

Annually, governments around the world accrue more than $3.3TN from Travel & Tourism businesses, equivalent to 9.6% of global tax revenues.

The global tourism body urges governments to reinvest this sum in vital infrastructure, and solutions to relieve pressures on already very popular destinations.

The report looks at some of the root causes of overcrowding in a small number of increasingly popular destinations across Europe and offers real-world solutions that can be tailored to local needs. From using better data and planning tools, to involving residents in decisions.

A Practical Plan of Action

The paper outlines six simple steps destinations can take to manage tourism better:

1. Get Organised – Bring the right stakeholders together, via empowered taskforces
2. Make a Plan – Define a shared vision and destination strategy
3. Gather the Evidence – A lack of data is exacerbating issues in several destinations. It is therefore crucial to carry out evidence-based diagnoses and responses to the unique challenges faced by each destination
4. Stay Vigilant – Monitor conditions and act early
5. Invest Wisely – Reinvest in infrastructure and resilience, being transparent about where money is spent
6. Empower Residents – Make sure residents have a say and understand the benefits of Travel & Tourism in their communities

Why It Matters

A growing number of destinations have introduced tourism taxes in response to pressure, but WTTC warns that these measures don’t always solve the real problems and can put jobs, income, and services at risk.

The report finds that if 11 major European cities capped visitor numbers, it could cost $245BN in lost GDP and almost 3MN jobs over three years.

The report includes examples of destinations that are taking positive steps to combat some of the causes:

• Turisme de Barcelona Consortium operates under a public-private partnership model, guided by the principles of sustainable development goals
• VisitFlanders’ Travel to Tomorrow strategy, which reframes tourism as a tool to support local community goals such as making sure that listening to residents needs is a central tenet in their practice
• Dubrovnik’s partnership with CLIA, reducing congestion through cruise coordination and community dialogue
• Iceland, which reinvests tourism levies directly into environmental protection

Julia Simpson, WTTC president & CEO, said

“Travel & Tourism brings huge benefits including jobs, investment, and deeper cultural understanding. But growth needs to be managed carefully.

“We’re encouraging all decision-makers to think ahead, work together, and focus on long-term benefits for residents and visitors alike. This isn’t about stopping tourism, it’s about making it work for everyone.”

The global tourism body believe this is a moment of opportunity.

With the right steps, destinations can protect what makes them special while ensuring that tourism continues to bring value to communities and local economies.

The report makes clear there’s no one-size-fits-all solution. Every destination is different, and actions must be based on local realities. But with cooperation and planning, Travel & Tourism can continue to thrive in a way that protects what makes each place special.

The paper encourages leaders to think beyond short-term fixes and focus on reinvesting tourism income into critical infrastructure improvements, local services, and resident wellbeing.

The report showcases the sector’s role in driving economic growth, particularly in remote regions, and its vital contribution for cultural preservation and community empowerment.

Indigenous Tourism: A Driver of Economic Growth

Indigenous tourism is rapidly emerging as a key economic driver.  It creates jobs and economic value in remote areas. It promotes and protects Indigenous people’s cultures, languages and lands. And gives visitors a unique opportunity to experience and learn about Indigenous history and tradition.

With the global Indigenous tourism market set to grow at a CAGR of 4.1% over the next decade to reach $67BN, this sector is empowering communities to take control of their economic futures.

Interest and participation in Aboriginal tourism experiences continues grow in Western Australia, with the highest results recorded to date this year.

According to Visitor Experiences and Expectations Research (VEER), almost nine in 10 visitors are interested (87%) and more than a third (36%) participated in Aboriginal tourism in WA in 2023-24.

The economic contribution of Aboriginal tourism businesses continues to improve, with this sector adding $63,8 million to the Gross State Product in Western Australia in 2021-22.

In Canada alone, the Indigenous tourism sector supports nearly 2,000 businesses, and over 39,000 jobs, contributing CA$1.7BN to the economy in 2017.

Similarly, in Panama’s Guna Yala region, tourism is the primary economic driver, sustaining the Guna people and their culture while creating a self-sufficient economy.

This economic boom is fuelled by increasing demand for authentic cultural experiences, in countries such as Canada, Australia, and the United States, amongst others.

In Australia, more than 1.4MN international visitors engaged in Indigenous tourism experiences in 2019, marking a 6% year-on-year growth since 2010.

Speaking at the global tourism body’s 24th Global Summit in Perth, Western Australia, Julia Simpson, WTTC President & CEO said:

“Indigenous tourism is not only about showcasing rich cultural traditions; it’s about empowering communities, creating sustainable jobs, and ensuring that Indigenous people are in control of their own stories and economic futures.

“This report demonstrates the immense potential of Indigenous tourism to drive economic growth, particularly in remote regions, while preserving invaluable cultural heritage. As global demand for authentic experiences continues to rise, it is crucial that we support Indigenous businesses and ensure they have access to the resources and funding needed to thrive.”

Western Australia Indigenous Tourism Operators Council (WAITOC) CEO Robert Taylor highlighted the importance of authentic Indigenous experiences.

WAITOC has worked closely with Tourism Western Australia to develop an action plan to support the continued development of Indigenous tourism in the state. The Jina: Western Australia Aboriginal Tourism Action Plan 2021-2025 supports new businesses and encourages more Aboriginal people to work in the tourism industry.

“Western Australia is well on its way to becoming the premier destination for authentic Aboriginal experiences in the country,” Mr Taylor said.

“Our Camping with Custodians is just one example of the continued growth of Aboriginal tourism in Western Australia.  This Australian-first program develops high quality campgrounds on Aboriginal lands,” he said.

“In May, we celebrated the launch of the seventh site. Located in Lombadina, on the Dampier Peninsula north of Broome.  These campgrounds are owned and operated by the respective Aboriginal community, bringing funding and employment opportunities.

“We are also seeing a strong growth in product offerings, including several womens-only experiences,” he said.

Preserving Culture Through Tourism

The report, Supporting Global Indigenous Tourism, shows how Indigenous tourism also plays a crucial role in preserving cultural heritage, languages, and traditional practices.

The Sámi people of Northern Europe, for example, have developed certification marks such as “Sámi Duodji” to protect their rich traditions, while Peru’s innovative Kipi robot helps preserve endangered languages like Kukama, spoken by just 2,000 people.

By incorporating these elements such as these into tourism, Indigenous communities can safeguard their cultural identities.

Sustainable Career Paths and Inclusivity

Indigenous tourism is also a sustainable career path, exemplified by Canada’s Indigenous Tourism Association of Canada (ITAC), which empowers communities to control of their futures through tourism.

Meanwhile, countries like Australia and the U.S. are increasingly incorporating Indigenous experiences into national tourism marketing, ensuring authentic representation.

Access to Funding and Growth

Despite the growth of Indigenous tourism, many operators face challenges in securing funding, but efforts such as Canada’s Indigenous Tourism Destination Fund (ITDF) aims to raise CA$2.6BN by 2030, to create 800 new Indigenous businesses and over 21,000 new jobs.

These funds are critical to ensuring Indigenous communities benefit fully from the booming tourism industry and can continue to grow sustainably.

WTTC is committed to lending its voice to this important conversation and support the efforts of Indigenous peoples worldwide in shaping their own tourism narratives and ensuring Indigenous tourism remains a thriving, self-sustaining industry that benefits everyone.

Almost 70 million people working in Travel & Tourism lost their jobs during the pandemic, but women and young people were disproportionately impacted because their roles were more likely to be in the worst affected areas such as hospitality and food services.

While the sector has broadly seen a strong recovery, the ‘Social Trends in Travel & Tourism Employment’ report found it employed 42 million women and just over 16 million young people in 2022, notably lower than the 48.4 million women (-13%) and nearly 19 million young workers (15%) supported by the sector in 2019.

While the sector remains a vital source of jobs for underrepresented groups, the report makes clear that more must be done to ensure an inclusive and equitable recovery.

The report, which examines employment trends across 185 economies from 2019 to 2022, underscores the sector’s potential as a key driver of inclusive economic growth and social progress.

It is critical that we learn from these hardships and implement measures to protect these groups from being disproportionately affected in future crises.

According to the latest EIR data, in 2023, the Travel & Tourism sector’s GDP contribution rose by 29.1% above pre-pandemic levels, outpacing the global average, which remained 4.1% below.

Yet despite this economic rebound, the social recovery continued to lag, particularly for women and young people who remain more likely to be stuck in informal, part-time, or low-wage roles without security or growth potential.

Julia Simpson, WTTC President & CEO, said:

“This report highlights the extraordinary potential of Travel & Tourism to drive inclusive growth, but it also underscores the urgent need for action.

“Women and young people are the backbone of our sector, yet they continue to face significant barriers.

“By investing in skills, promoting inclusive policies, and fostering entrepreneurship, we can unlock the full potential of these groups and ensure that our sector leads the way in creating meaningful and sustainable employment opportunities.”

The report also highlights that women remain underrepresented in high-wage and leadership roles, with the gender split in Travel & Tourism employment nearly mirroring that of the wider economy.

Young workers, who make up a greater share of the Travel & Tourism workforce compared to the wider economy, face particular challenges in accessing stable employment.

Ahmed Al Khateeb, Saudi Arabia Minister of Tourism, welcomed the joint report findings and emphasised the Kingdom’s commitment to supporting youth and female employment in the Travel & Tourism sector.

“Saudi Arabia’s Vision 2030 underscores the Kingdom’s commitment to ensuring Travel & Tourism is a key driver of social change,” he said.

“Our substantial investments in 2024, includes 375 million riyals for skills development training local tour guides who acquire deep knowledge of our nation’s rich history and landscapes. Others are becoming entrepreneurs, focusing on creativity, leadership, and digital skills.

“In 2022, Saudi women’s employment in tourism was the fifth fastest growing among G20 countries. The focus on localising services, in areas like AlUla and Diriyah, has created new opportunities for women in heritage tourism jobs. Through stronger partnerships, tourism can transform into a vehicle for inclusive development, creating a more equitable and prosperous future for everyone.”

This joint report calls for urgent action to address these disparities and maximise the sector’s potential as a driver of inclusive growth.

Key areas of focus for governments and the Travel & Tourism sector include:

• Develop policies for skills training and gender equality
• Enhance job opportunities for women and youth
• Invest in education and leadership programmes
• Implement inclusive hiring practices and equal pay
• Support flexible work arrangements and childcare
• Promote entrepreneurship through support for start-ups and small businesses

‘Social Trends in Travel & Tourism Employment’ serves as a clarion call to governments and businesses worldwide: to prioritise the inclusion of women and youth in the workforce, to invest in their skills and future, and to ensure that the benefits of Travel & Tourism are shared by all.

 A major new report by World Travel & Tourism Council (WTTC) and Trip.com Group, together with Deloitte, reveals a heightened appetite for sustainable tourism amongst consumers, with 69% of travellers actively seeking sustainable travel options. 

In this follow-up report, WTTC joined forces again with leading global travel service provider, Trip.com Group and its major consumer brands Trip.com, Ctrip and Skyscanner, with additional data sourced from Deloitte, to analyse the trends that shaped the Travel & Tourism sector last year and will continue to do so over 2023.

The report, “A world in motion: shifting consumer travel trends in 2022 and beyond”, shows that sustainability is a key element of the travel agenda, with travellers eager to reduce their carbon footprint and support sustainable tourism.

According to a survey included in the report, three quarters of travellers are considering travelling more sustainably in the future1 and nearly 60% have chosen more sustainable travel options in the last couple of years.

Another survey also found that around three quarters of high-end travellers are willing to pay extra to make their trips more sustainable.

Last year, following more than two years of travel disruption, travellers made clear their wanderlust is very much alive, with a 109% increase of international overnight arrivals, compared to 2021.

According to the report, last year consumers were willing to stretch their budget for their holiday plans, with 86% of travellers planning on spending the same amount or more on international travel than in 2019, with U.S. tourists leading the list as big spenders⁴.

But 2023 is looking even better in terms of travellers’ spend. Despite concerns about inflation and the cost-of-living crisis around the world, nearly a third (31%) of travellers said they intend to spend more on international travel this year than in 2022.

Additionally, according to Deloitte’s ‘Global State of the Consumer Tracker’, last year more than half (53%) of global consumers surveyed during the summer said they plan to stay in a hotel over the following three months.

Julia Simpson, WTTC President & CEO, said: “The demand for travel is now stronger than ever and our report shows that this year we will see a significant bounce back. 2023 is set to be a very strong year for Travel & Tourism.

“Sustainability is top of travellers’ agenda, and consumers highlight the value they put on protecting nature and travelling responsibly.”

Jane Sun, Trip.com Group CEO, said: “Travel & Tourism is a powerful force in driving the global economy, creating jobs, stimulating economic growth, and lifting communities out of poverty.

“The Asia-Pacific Region, with its rapidly growing middle-class and dynamic economies, is well-positioned to capitalise on the growth of the industry and take its place as a leader in the global tourism economy.

“I’m optimistic about the positive momentum for the global resumption and growth of travel in 2023, primarily driven by mainland Chinese consumers, which will help accelerate worldwide recovery and development.”

Scott Rosenberger, Deloitte Global Transportation, Hospitality & Services Sector Leader: “Travel is rebounding from the pandemic while innovating and meeting the demands of more modern alternative travel-types, sustainable travel, luxury travel, and much more.

“Even the rise in inflation-driven financial concerns is not slowing the pace; incredibly travel is being prioritized and flexible/remote work arrangements are creating new opportunities. We are actively engaging with our clients as they embrace these new trends and create memorable experiences for consumers.”

Other findings revealed in the report include:

• 2022 sun and sea package holiday sales are estimated to be up 75% compared to the previous year⁵ 
• Last year during the summer, international arrivals in European sun and beach destinations were just 15% below 2019 levels
• According to WTTC’s recent ‘Cities Economic Impact Research’, in 2022 visits to major cities are expected to see a 58% year-on-year increase, less than 14% below 2019 levels 
• Luxury holidays will prove particularly popular, with sales of luxury hotels expected to reach $92 billion by 2025 (compared to $76 billion in 2019)
• In a survey, nearly 60% of travellers said they were either already paying to offset their carbon emissions or considering it if the price was right

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The forecast from WTTC’s Economic Impact Report (EIR) shows an average of nearly 260,000 new jobs will be created every year for the next 10 years, to reach more than 5.1 million. 

According to the report, Nigeria’s Travel & Tourism’s contribution to GDP is forecasted to grow at an average rate of 5.4% between 2022-2032, significantly outpacing the 3% growth rate of the overall economy. 

This will catapult the sector’s contribution to GDP to nearly ₦12.3 trillion by 2032, representing 4.9% of the total economy. 

The global tourism body’s report also provides optimism for the short-term recovery, as the sector’s contribution is set to reach near pre-pandemic levels by next year, just 3.5% behind 2019 levels. 

By the end of this year, the Nigerian Travel & Tourism sector’s contribution to GDP is expected to grow 10.4%, to reach more than ₦7.2 trillion (3.9% of the total economy), while employment in the sector is set to grow by 4.3% to reach more than 2.5 million jobs. 

Julia Simpson, WTTC President & CEO, said: “The pandemic was catastrophic for Nigeria’s Travel & Tourism sector, wiping billions from the economy and affecting millions of livelihoods. 

“Following two years of severe and highly disruptive travel restrictions which decimated the sector, the outlook for the future is much brighter, with our sector expected create more than 2.5 million jobs over the next decade.”  

Before the pandemic, Nigeria ’s Travel & Tourism sector’s contribution to GDP was 4.5% (₦8 trillion) in 2019, falling to just 2.8% (₦4.9 trillion) in 2020, which represented a shocking 39.3% loss. 

The sector also supported nearly 3.4 million jobs in 2019, falling to just below 2.2 million in 2020, when the pandemic devastated the sector.  

The global tourism body’s latest EIR report also reveals that 2021 saw the beginning of the recovery for Nigeria’s Travel & Tourism sector. 

Last year, Nigerian Travel & Tourism sector’s contribution to GDP climbed 35.1% year on year, to reach nearly ₦6.6 trillion. 

The Nigeria Travel & Tourism sector also saw a recovery of 240,000 Travel & Tourism jobs, representing a positive rise of 11.3% to more than 2.4 million. 

The sector’s contribution to the economy and employment could have been higher if it weren’t for the impact of the Omicron variant, which led to the recovery faltering around the world, with many countries reinstating severe travel restrictions.