WTTC defends tourism as a driver of well-being amid growing protests

23-06-25

The World Travel and Tourism Council (WTTC) has issued a statement firmly responding to recent protests against mass tourism in various international destinations. In its declaration, the organization reaffirms the essential role of tourism in economic development, job creation, and the enhancement of well-being for millions of people around the world, while also acknowledging the need to promote a more sustainable, inclusive, and balanced tourism model.

Julia Simpson, President and CEO of the WTTC, expressed concern over demonstrations aimed at restricting or discouraging tourist flows in some regions. “Tourism is a powerful tool for economic growth, cultural protection, and environmental conservation. We must be aware of the challenges it brings, but also remember the transformative benefits it provides to local communities, workers, and businesses,” she stated.

The WTTC reminds that the tourism industry was one of the hardest hit by the COVID-19 pandemic, with millions of jobs lost and drastic declines in revenues for sectors such as hospitality, transport, and associated services. Today, the rebound in tourism is an encouraging sign of global recovery. According to the organization’s data, the sector contributes 9.1% of the world’s Gross Domestic Product (GDP) and generates nearly 348 million direct and indirect jobs, equivalent to one in ten jobs on the planet.

Simpson emphasized that many of those now criticizing tourism were also beneficiaries of its activity, directly or indirectly, and that a balanced and constructive outlook must be maintained. “We understand concerns about overcrowding in certain areas, but the answer is not to close the doors—it is to manage better. The solution lies in smart tourism, digitalization, flow diversification, and collaboration between the public and private sectors,” she added.

The international organization also called on local governments to invest in infrastructure, services, and visitor management strategies that prevent saturation and protect both natural environments and residents’ quality of life. Instead of implementing restrictive measures that harm the local economy, the WTTC advocates for policies that encourage sustainability, such as well-designed tourist taxes, dynamic capacity limits, and education for both visitors and hosts.

The Council highlighted that in many destinations, tourism has helped revive traditions, support rural communities, and fund the conservation of national parks and cultural heritage sites. In this sense, it stressed that tourism should not be treated as a problem in itself, but as an opportunity to apply more responsible and participatory models.

The statement also underscored the WTTC’s commitment to sustainability and the transition toward a resilient tourism model. In recent years, the organization has led initiatives to measure tourism’s environmental impact, promote green investments, and establish common sustainability standards in partnership with businesses and governments.

Finally, Simpson reiterated that “tourism is not the enemy,” but rather a tool that, when well-managed, can contribute to the harmonious development of destinations. “Instead of feeding rejection, we must strengthen dialogue. Only then will we achieve tourism that works for everyone: visitors, residents, entrepreneurs, and the planet,” she concluded.

With this statement, the WTTC aims not only to respond to recent protests but also to open a space for reflection on the present and future of global tourism. Far from minimizing criticism, the organization invites all stakeholders to turn it into concrete and collaborative proposals that ensure tourism’s viability as a positive force for society.

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