Tourism cannot be separated from the local, national or global context in which it operates. Whether it is epidemics, wars, economic crises, or populism, what happens in its environment affects it. While some cities yearn for visitors, in others there are growing complaints about the massive arrival of tourists, especially in those cities that have bet and consolidated themselves as reference places. It is forgotten that the benefits of tourism are not only economic. It is a powerful tool for learning, interacting with other people and other cultures. This contact breaks down stereotypes and contributes to greater tolerance. But, above all, it enriches and brings creativity, stimuli, talents and improved skills, all of which are essential in a global world.

Demonizing tourism and blaming easy targets is a simplistic approach to a complex challenge. It is necessary to flee from emotions, to leave tactics in the short term and to propose strategies with headlights. Less appeal to fear of what is different, and more policies that feed harmony, and make this world a better place.

The tourism sector has experienced spectacular growth in the last 70 years. Its drawbacks, if poorly managed, cannot distract us from the great opportunities it offers if well managed. Because of its transversal nature, it impacts on 70 other economic activities, representing 10% of GDP and 10% of employment.

Last year, a record 1.4 billion travellers were reached, and by 2026, 1.8 billion tourists are expected. Whether this is a blessing or a disaster will depend on how it is managed. If it is responsible, tourism stimulates inclusive growth, creates jobs and SMEs, attracts investment and drives environments.

Cities that have prospered through openness, exchange, trade and tourism are now turning tourists into scapegoats. In tourism, perception may not be true, but its consequences are. Negative reputations are not easy to erase and perceptions can destroy this industry. Once it is perceived that a city is not hospitable, it will lose not only that which it does not want but much more.

We must focus on finding long-term solutions. May the benefits reach all citizens. Improve the distribution of tourists, reduce seasonality, and alleviate pressure in the centres. We must work with the industry, not against it.

Tourism is not the enemy, but its mismanagement is.

09/10/2019