The World Economic Forum has introduced its first group of Beyond Tourism Impact Stars, celebrating six innovative initiatives from the private sector that harness tourism to strengthen communities, create economic opportunities, and protect the environment.
This initiative was developed in collaboration with the Ministry of Tourism in Saudi Arabia and is part of a broader program by the World Economic Forum aimed at tackling challenges faced by the global travel and tourism industry.
As the travel sector approaches a crucial phase, it is projected to contribute $16 trillion to the global GDP by 2034, which is over 11% of the world economy. However, this growth comes with challenges such as rising operational costs, geopolitical unrest, climate change, workforce shortages, and increased strain on local infrastructure and communities.
The Beyond Tourism Impact Stars program, created with insights from Kearney, highlights successful private sector solutions that tackle these issues while also enhancing commercial success and promoting the resilience of various destinations.
Alois Zwinggi, President and CEO of the World Economic Forum, stated, “The growth of travel and tourism offers great opportunities, but its future relies on tackling the increasing pressures on resources, infrastructure, and the well-being of local communities. The Beyond Tourism Impact Stars demonstrate that businesses can achieve both commercial success and positive social impact.”
The inaugural group features initiatives focused on water conservation, heritage restoration, community tourism, environmental innovation, and workforce development.
One standout initiative is Accor’s Global Water Action, which encourages hotel teams around the world to integrate water conservation into their daily routines. By using training, local ownership, and even gamification, the program aims to increase participation and speed up conservation efforts in their properties.
Another notable project is Al Ismaelia for Real Estate Investment’s Reviving Downtown Cairo, which aims to restore and repurpose Cairo’s historic architecture. This initiative combines restoration with business development to create a more inclusive urban environment.
Discova’s Path to Self-Sufficient Tourism helps rural communities in Southeast Asia develop sustainable tourism enterprises by connecting them directly with visitors while gradually transferring management to local leaders.
GHE Impact Ventures’ Himalayan Living Commons focuses on ensuring that rural communities in India benefit more from tourism revenue. It promotes local enterprise growth, skills development, infrastructure improvements, and market access.
Iberostar’s Wave of Change uses cutting-edge technology, including science and artificial intelligence, to enhance hotel operations while also minimizing environmental impacts and aiding ecosystem restoration.
Lastly, Sommet Education’s Empowering Saudi Hospitality Talent seeks to enhance the skills of Saudi Arabia’s tourism workforce through a national education partnership, addressing the rapidly growing demand for talent in the sector.
His Excellency Ahmed Al Khateeb, Saudi Arabia’s Minister of Tourism, expressed that the Beyond Tourism Initiative signifies a commitment to making a real impact in global travel and tourism. He noted that events like the inaugural Beyond Tourism Day are essential for connecting stakeholders and coming up with practical solutions to industry challenges.
Bob Willen, the Global Managing Partner at Kearney, emphasized that for tourism to thrive in the long term, it must generate lasting benefits for the communities involved. He concluded by affirming that the Beyond Tourism Impact Stars showcase how businesses can excel commercially while also making a positive difference.
These six initiatives will be honored during the World Economic Forum’s first Beyond Tourism Day in Geneva, Switzerland. Set under the theme “Resilient Growth. Renewed Impact,” this event will gather leaders from various sectors to discuss important topics such as competitiveness, workforce readiness, technology, and investment in the tourism industry.
Scheduled for just two days before World Tourism Day on September 27, the gathering aims to expand conversations around tourism’s role in enhancing economies, creating quality jobs, and delivering increased value for communities and destinations. The event will be co-chaired by prominent figures including Judith Bar-Ilan, Jamaica’s Minister of Tourism, and Patricia de Lille, South Africa’s Minister of Tourism.
