For years, sustainable tourism has been the rallying cry of an industry under pressure to do better. It gave us language, tools, and frameworks that reshaped how we think about impact. But what happens when the disruptor becomes the establishment? When the language of sustainability itself risks becoming tired, formulaic, even counterproductive? That’s the provocation […] The post Sustainable Tourism Is Dead. Long Live Sustainable Tourism first appeared on WTM Global Hub.| WTM Global Hub
In this article Matthew Gardiner, Director of Travel Massive London and host of the WTM Marketing Summit, explores the rise of Live Tourism, revealing how festivals, concerts, and cultural events are transforming destinations into global stages and why creating unforgettable, shareable moments is now the ultimate driver of travel demand. For decades, the business of […] The post Why Destinations Must Think Like Event Producers first appeared on WTM Global Hub.| WTM Global Hub
Let’s take a view. Travel is, once again, struggling. It always does in times of stress. But this time the stress feels deeper. Wars are more visible. Politics more fragile. Supply chains more volatile. Technology more invasive. And travellers? More demanding, less trusting, and not always better behaved. Yet through it all, we keep showing […] The post Travel, Technology, and the Case for Empathy: Why We Still Show Up first appeared on WTM Global Hub.| WTM Global Hub