Interview with Carl Themes
The future of tourism in the Americas
Carl Themes
The future of tourism in the Americas
Professor Themes, what are the main challenges facing the Americas in the absence of an institution that coordinates tourism policies at the continental level?
Allow me first of all to acknowledge the great effort and work of the Tourism and Society Think Tank in promoting the Forum of the Americas and the Americas Tourism Summit, and especially my friend Antonio Santos for his coordination and knowledge of tourism. His work has been especially valuable in organizing the groups in different countries, fostering dialogue and collaboration.
The biggest challenge is the lack of cohesion among countries, which generates imbalances in the competitiveness, promotion and sustainability of tourism. A unified institution could harmonize efforts and maximize benefits, avoiding duplication of resources and creating a shared vision that benefits all destinations, from the most developed to the emerging ones.
How could a continental institution improve cooperation between countries with different levels of tourism development?
By establishing training programs, technology transfer and preferential financing for less developed countries, promoting equitable and sustainable growth throughout the region. In addition, collaborative networks could be created where more advanced countries share best practices and resources, generating a fairer and more collaborative tourism ecosystem.
What institutional model do you think would be most effective for coordinating tourism policies in the Americas?
A hybrid model, similar to the European Travel Commission and other similar international institutions but adapted to the needs of the Americas, with equitable representation, technical committees and a focus on sustainability and tourism innovation. This model should include a flexible structure that allows for the active participation of governments, the private sector and local communities, ensuring that all voices are heard and considered.
What role should private actors play in this continental institution?
Private actors should be strategic partners, contributing practical experience, innovation and resources, but always aligned with the objectives of sustainability and collective benefit defined by the institution. Their participation is key to ensure that policies are viable and connected to the realities of the global tourism market.
How could this institution promote sustainable tourism in the Americas?
By promoting common sustainability standards, regional certifications and pilot projects that integrate environmental conservation, community development and economic profitability for tourism destinations. In addition, incentives could be implemented for destinations that adopt sustainable practices and penalties for those that do not meet the established criteria.
What lessons from Asia could be applied in the Americas to strengthen continental tourism cooperation?
Asia has shown that public-private collaboration and regional networking are key. The Americas could replicate this, adapting it to its cultural and geographic diversity. For example, the ASEAN model in tourism could inspire the creation of a continental brand and the joint promotion of destinations.
How could this institution address the seasonality of tourism in American destinations?
By designing diversified promotional campaigns, promoting alternative destinations and developing tourism products that attract visitors throughout the year, reducing dependence on high seasons. In addition, tourism packages could be created that combine destinations with different climates and attractions, balancing demand throughout the year.
What funding mechanisms would be viable to sustain this institution in the long term?
A combination of contributions from member states, alliances with international organizations and funds generated by tourism consulting, training and certification services. Alliances with multinational companies and investment funds interested in the sustainable development of tourism in the region could also be explored.
How could this institution improve the image of the Americas as a global tourism destination?
By creating a unified continental brand that highlights the cultural, natural and gastronomic diversity of the Americas, complemented by coordinated, high-impact marketing campaigns. This brand should convey a coherent narrative that portrays the Americas as a unique, safe and sustainable destination.
What role should local communities have in the policies coordinated by this institution?
Communities should be protagonists, participating in decision-making and benefiting directly from tourism, ensuring that it is inclusive and respectful of their traditions and resources. Their active participation guarantees that tourism generates a positive impact on their quality of life and the preservation of their cultural and natural heritage.
How could this institution deal with crises such as pandemics or natural disasters that affect tourism?
By establishing rapid response protocols, emergency funds and recovery strategies that allow destinations to reactivate themselves in an efficient and resilient manner. In addition, early warning systems and contingency plans could be created to minimize the impact of these crises on the tourism industry.
What impact would this institution have on the competitiveness of American tourism destinations at a global level?
It would significantly improve their competitiveness by standardizing services, promoting innovation and facilitating access to international markets through a coordinated continental strategy. This would allow American destinations to compete with regions such as Europe and Asia, which already have strong tourism integration.
How could this institution foster innovation in the tourism sector in the continent?
By creating knowledge-sharing platforms, supporting tourism startups and promoting the use of technologies such as artificial intelligence and big data in tourism management. In addition, awards and recognitions could be established for companies and destinations that stand out for their innovation and creativity.
What concrete benefits would small or less developed countries gain from this institution?
Access to training, financing and technology, as well as greater visibility in international markets, which would allow them to compete on equal terms with more consolidated destinations. In addition, they could benefit from specific development programs designed to strengthen their tourism infrastructure and management capacity.
Finally, what message would you send to political and business leaders in the Americas to promote this initiative?
I would tell them that tourism is a transformative force. Working together in a continental institution will not only boost the economy, but also strengthen our identity and sustainability as a region. It is a historic opportunity to position the Americas as a global leader in tourism, based on collaboration, innovation and respect for our natural and cultural heritage.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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