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2021 is just around the corner.

We looked to some of our destination signatories to share with us what they are most looking forward to in the new year - and how our industry can unite to support them for a sustainable future. 
"2020 may be the year international tourism stopped, but 2021 can be the year to reset tourism for a more sustainable future. If we can bring tourists back with a focus on local experiences (like the Experience Mekong Collection), and invest in localized products and supply chains, we will have laid the foundations for a more inclusive travel and tourism ecosystem while ensuring that small businesses are prioritized for resilience and recovery.  Collaboration and stakeholder engagement are the keys to success, and technology tools and digital platforms more important than ever to deliver on that opportunity at scale." 
Jens Thraenhart
Executive Director / CEO, Mekong Tourism Coordinating Office
"The current pandemic has highlighted the fragile nature of the tourism industry globally. Collectively, our task is to increase the resilience of our sector, and demonstrate to communities the regenerative value that tourism can bring. At TOTA we have experiences we can share, based on our long-standing commitment to destination stewardship. But we also have much to learn, and welcome the opportunity to work in collaboration with members from around the world, seeking to ensure the responsible growth and development of tourism."
Glenn Mandziuk
President & CEO, Thompson Okanagan Tourism Association
"As a destination I am hoping that travel will resume more sustainably and that now, more than ever, we are more conscious of how and where we spend our tourism dollars when we travel. My hope is that travelers will harness how important it is to support local communities who in turn give them an authentic, heartful experience and connection and will seek out the Meaningful Travel Map of Jordan and visit the social enterprises that fuel communities. As a destination, this pandemic has taught us that we all need to work together to ensure sustainability becomes the underling factor for rebounding and growth."
Malia Asfour
Director, Jordan Tourism Board North America
"The Coalition has set out a new path for the future of tourism based on its 13 guiding principles, and we too at Visit Flanders have a similar vision called Travel to Tomorrow. In 2021 we need to ensure we take the next step, with the tools to truly redefine and reset tourism. We should insist that success is understood and measured more holistically, not just in economic and financial terms. We cannot do this on our own, we must come together." 
Peter De Wilde
CEO, Visit Flanders
We want to hear from you.
How will you protect and support destinations in 2021? And how can we best support your plans in the upcoming year?  Send us your thoughts by following the link below. 
"Tourism has been hit harder than most other sectors, but it will surely recover in the next few years. There will be mounting pressure to bring visitors back as soon as possible to provide much needed liquidity for companies and preserve jobs. But if we are to truly transform tourism, with a focus on quality rather than quantity, this must be done strategically and collaboratively. Destination management organizations like ours need to continue to engage with our communities to understand what they value from tourism, and where the greatest need is, and work closely with businesses, including them in strategic planning and projects related to sustainability, to enhance a fast recovery."
Maja Pak
Director, Slovenian Tourist Board
"As we believe tourism is beyond revenue and receipts in the larger interest of the wellbeing of humanity and the wellness of planet earth, the tourism policy of high-value low volume that chooses quality over quantity and values less is more has become even more relevant today amid COVID 19 and the climate change crisis. With more than 50 years of experience, Bhutan can share our successful experience of this policy and practice with the world."
Dorji Dhradhul
Director General, Tourism Council of Bhutan
"Colombia is looking forward to a 2021 with the continuation of a more sustainable reactivation of travel. As the Tourism Law has successfully been approved by Congress we look forward to a year when we embrace sustainability at every level, not only in situ but also encouraging our partners around the world and the consumer to exercise a more responsible tourism that puts communities at the heart and center of the legacy that the industry is able to contribute with.  The travel industry plays a key part in the recovery of the economies and the confidence of the societies. It will best support destinations around the world by making the right choices, by exploring those destinations connected to the main hubs in every country, where communities can directly benefit from tourism and making sure that there is a sustainable economic impact in them."  
Julián Guerrero
Vice Minister of Tourism, Colombia
"Our suite of eighteen certified and applying ECO Destinations in Australia, New Zealand and the South Pacific have had a tough year recovering from bushfires, floods and COVID-19, but what we’ve all learned is that recovering using sustainability and ecotourism principles has allowed us all to “Build Back Better”. To date we’ve been successful in controlling the health epidemic and look forward to now rebuilding our tourism as safe destinations offering remarkable ecotourism experiences."
Rod Hillman
CEO, Ecotourism Australia
“At Lake Tahoe, the power of partnership is alive and well. We relied on our track record of collaboration to rise to the Covid challenges of 2020 and we learned lessons along the way. We’re harnessing the opportunity to be a more sustainable tourist destination in 2021 where the lake, our communities, and the economy are intrinsically linked and all thrive.”
Julie Regan
Deputy Director, Tahoe Regional Planning Agency

Thank you!

To the hundreds of signatories and supporters in travel and tourism, thank you for helping us to launch a community this year. We look forward to the many great things we will achieve in 2021, together! 

Best always, 
The Future of Tourism Coalition founders
The Future of Tourism Coalition is a collaborative effort to chart a new, more sustainable direction for tourism and shift the status quo. The Coalition is pursuing a shared global mission: to place destination needs at the center of tourism’s new future. Through the commitment of their Guiding Principles, the greater travel industry and destination agencies can align around a path forward for a more sustainable future for tourism.  
Coalition Advisor: The Global Sustainable Tourism Council (GSTC) 
Copyright © Future of Tourism Coalition. 

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The Future of Tourism Coalition · C/O The Travel Foundation, The Create Centre · Smeaton Road · Bristol, Avon BS1 6XN · United Kingdom

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