That was the gist of remarks made this afternoon at ITB Berlin 2025 by Marion Phillips, head of sustainability at Evaneos, and Rob Holmes, founder of GLP Films.

Speaking on stage in Berlin, the pair gave separate presentations about the work their organisations do in helping bring together the hospitality industry with local communities and businesses. The talk was titled ‘Community-Led Tapestry: Blending Culture, Engagement, and Sustainability in Tourism’.

Phillips began by speaking about the power of the industry and its economic might.

She said: “Tourism is a powerful economic force, making up around 10% of GDP. It funds conservation and empowers communities when done right. But there are serious limitations. In many developing nations, up to 70% of that money leaks back out of local economies. It can also wipe away authenticity and displace local residents.”

The problem, she said, is that for many places, control is taken out of local hands. A solution she put forward was one of community led tourism.

“That’s the difference,” she added. “Community-led tourism is about full community and leadership: locals design, manage, and govern the tourism experience, and the profits remain within the community to support healthcare, education, and infrastructure. Most importantly, it empowers local voices.”

It was agreed during a discussion between the two that the key to this type of venture was to leave decisionmaking within the hands of the community, not forcing them to give over what was wanted by tourists.

Phillips said: “It’s not about forcing them to do that, but rather asking them about the story that they want to tell, letting them take the lead, and showing the experiences that they want to show tourists.”