Redefine Tourism Campaign WTTC has launched a video campaign aiming to stimulate discussion about sustainable tourism among those who engage in or provide tourism, and for whom it is not normally a topic of conversation.

Sustainable tourism has been in existence for many years. However, it is still considered a distinct niche activity involving upmarket Eco Lodges rather than a fundamental element of what all tourism could be.

As the social and environmental pressures increase, and tourism itself continues to grow year on year, there is an urgent need for sustainable practices to become mainstream within the tourism sector.

While the subject has been widely researched, discussed and debated, including at several WTTC Global Summits, there is a need to evolve the nature of the discussion and the language used into something more accessible to those outside the ‘sustainability’ community.

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