The tourism industry has seen a remarkable recovery in the post-pandemic era, with a significant increase in international visitors and revenue. According to Natalia Bayona, Executive Director of the World Tourism Organization (UNWTO), the sector has shown a strong rebound, reaching 88% of pre-2019 levels with 1.3 billion tourists in 2023 and revenue of $1.4 trillion.
Bayona emphasizes the importance of education in the tourism sector, highlighting the need to improve the quality of jobs and working conditions. She notes that tourism can offer stable employment opportunities, especially for young people, but there is a need to enhance training and promote the sector as a viable long-term career option.
In terms of challenges for 2024, Bayona points out the need to address the perception of tourism as a sector with temporary employment and low wages. She underlines the importance of promoting tourism as a stable and attractive industry for individuals seeking long-term careers.
One of the key aspects Bayona addresses is the need for regulation in tourism to ensure that the industry benefits local citizens and communities. She suggests that destinations should work together to set limits on tourism activities, taking into account the carrying capacity of each location and the impact on residents. By regulating tourism collectively and engaging with stakeholders, it is possible to create sustainable and responsible tourism practices that benefit both visitors and local populations.
In conclusion, Bayona highlights the importance of innovation in the tourism sector, including the use of technology such as virtual reality, artificial intelligence, and big data analysis to enhance visitor experiences and manage tourist flows effectively. By focusing on education, regulation, and innovation, the tourism industry can continue to thrive while also ensuring sustainable practices and benefits for all stakeholders involved.
