World Tourism Day is an annual event in the travel calendar that encourages industry stakeholders to reflect on the impact of tourism on the world: socially, culturally, environmentally and economically. 

Each year, this annual celebration is marked by a specific theme reflecting key tourism trends in the sector. This year's theme reflects on:

Often highlighted for its role in economic development, tourism also plays an important role in promoting peace.  

At a global level, where nations are interconnected and interdependent, tourism, an industry created by and for people, is proving to be a compelling and dynamic force in overcoming stereotypes and challenging prejudices.

• Countries with a more open and sustainable tourism sector tend to be more peaceful.
• Tourism spreads philanthropy and leads to regional cooperation.
• Tourism supports post-conflict recovery. 

Success lies in empowering local communities to actively engage with their rich culture, while minimising conflict with the natural environment and all external forces - such as tourism.

These measures advocate a proactive approach to ensure that economic growth remains inclusive for the entire community, and that tourism is promoted for the benefit of residents as well as visitors.

Cultural tourism is characterised by visitors' ardent desire to discover, experience, and learn about a particular destination. Whether that entails exploring novel cuisines, residing with remote rural communities, supporting local business owners and artisans, or travelling pilgrimage routes, the interest in cultural immersion is rapidly escalating.

Ensuring that travel experiences are firmly grounded in the essence of a place is also in the interest of travel providers from a success standpoint:

• Cultural and historical travel accounts for 40% of all tourism globally.
• 73% of millennials report being interested in cultural and historic places.
• Cultural tourists spend 38% more per day and stay 22% longer than other traveller types.

Many countries and organisations around the world are already showing how it’s possible to balance economic development with retaining vital cultural heritage, and sustainable transformations.  

Communities at the core:

• A pivotal strategy for providers to incorporate sustainable cultural tourism into their day-to-day operations is to elevate local communities to the forefront of your experience recommendations. 

• Adopting this approach satisfies the prevailing trend for authentic, experiential tourism in a manner that generates longer-lasting positive impact for the host community and economy, while also maintaining business engagement with customer preferences.

• By actively engaging with local communities, the tourism industry can ensure that the generated revenue remains within the community, where it can yield the most substantial impact.

Travel as a catalyst for understanding: World Tourism Day

Tourism facilitates intercultural dialogue, allowing people to get to know other cultures, languages and cuisines, creating bonds and overcoming cultural differences. Travelling expands perspectives and, according to studies, tourists' connection with nature and local communities improves psychological well-being.

Tourism reinforces identity and a sense of social belonging, especially in young people, with 88% of young people saying that travel impacts their personal growth. In addition, 72% of Generation Z consider travel as an essential part of their identity.

The tourism industry has evolved towards authentic and meaningful experiences, which strengthens relationships between travellers and local communities. A study on tourism in Fiji showed that contact with communities and landscapes generates learning, reflection and personal transformation, improving mental health and fostering environmental responsibility.

• Travel providers should incorporate group travel to help travelers build connections with their companions during trips.

• Destination loyalty and revisit intentions increase when visitors feel socially connected.

• Enhancing tourists' connection with nature, companions, and local communities leads to long-term benefits for providers, local economies, and travelers.

At HBX Group, we prioritise industry-recognised travel standards, including sustainability certifications and responsible tourism practices, along with our ESG commitments. Key achievements include:

• 7,889 volunteer hours by 1,015 employees.
• €7,612 raised for global social causes.
• 444.58 kg of waste collected in cleanups.
• 12,000 trees planted (9.04 hectares of forest).Carbon neutral for 6 years in scope 1 and 2.
• Launch of the Think Big Project to create sustainable micro-destinations.
• 40,000 sustainable hotels, with 5,000 plastic-free options.
• Member of the UN Global Compact.
• Expanded hybrid vehicle options.
• Thousands of eco-conscious tours available."Purposeful Pause" and "Health Month" initiatives for employee wellbeing.