Will travel be the new smoking?

We know costs are rising for basics like food, fuel and energy globally due to the war in Iran. But what keeps me up at night is will tourism be the next smoking? Smoking was seen as cool and sophisticated to do it but once the science kicked in, it was frowned upon. Over the years, the science proved how addictive it was to users and the harms of passive smoking to others. 

Are we heading for the same scenario and response if we don’t transform fast enough to net positive and regenerative tourism models for climate action and equity? 

Already some communities are saying enough is enough: leave us out, we are shutting the doors where we can. 

What can save us from this outcome is action. We need to move, and move fast. We even need AI to help us make better decisions and scale*, because so far it’s too siloed and fragmented. (*Caveat: Only if AI’s carbon footprint is accounted for and its use brings exponential gains in climate action and equity.)

There are such great business models and people walking the walk, but it’s scaling and transforming the mass market. A day of reckoning is near.

67% of travellers are open to adventure, where 75% stays locally according to ATTA. 

 The time is now to make the change before regulators decide that the best way to solve over-tourism challenges is by punitive measures, excessive taxation and bans. These are levers but require a measured approach. 

 As destination stewards, we cannot let travel and tourism fall into the noxious category - it can and should be a force for good when managed in a net positive way. If not, sadly, we will be looking at travel with a degree of nostalgia as it becomes considered an anti-social activity over time.