Sustainable Tourism: WTTC to Launch ‘Conscious Travel’ Campaign for Consumers

Photo Source: WTTC

The World Travel and Tourism Council (WTTC) together with Italian travel agency IC Bellagio and members of the private Travel & Tourism sector, recently announced a new consumer focused initiative helping travellers understand how they can discover the world sustainably.

The new campaign, dubbed “Community Conscious Travel”, aims to raise awareness and drive action amongst consumers and communities to maintain the “delicate equilibrium” between residents’ quality of life, the traveller experience, and the environmental health of popular destinations.

The call to action highlights the positive impact travellers can have by making “informed choices”, such as exploring destinations during off-peak times, promoting year-round travel, and considering less-crowded, new, and emerging destinations.

According to the WTTC, by making these choices, travelers will help reduce the strain on local infrastructure and contribute to the long-term sustainability of the communities, businesses, and ecosystems, enjoying a steady flow of visitors throughout the year.

Photo Source: WTTC

“Our Community Conscious Travel campaign shows how consumers can travel the world while making a positive impact and supporting local communities,” WTTC President & CEO Julia Simpson said.

WTTC plans to roll out the campaign in full just before the 2024 summer season, with a strong emphasis on video-based storytelling and spread across the global tourism body’s social media platforms highlighting the enormous benefits that the sector can provide to these destinations and its people.

“There have always been very popular tourist sights and it is critical for destinations and local governments to work hand in glove with local communities to manage visitors in a way that benefits everyone,” Simpson said.

First stop: Italy

Photo Source: WTTC

Italy serves as the first case study for this content-driven initiative, designed to raise awareness and spark conversations about Community Conscious Travel and the positive social impact of responsible tourism.

The campaign demonstrates how both local communities and visitors can benefit from the positive social impact of Travel & Tourism, facilitating sustainable growth for all.

“In Italy, and many other countries around the world, it is often visitors that help keep authentic arts, culture, and crafts alive,” the WTTC’s president & CEO added.

According to the WTTC’s latest data, Travel & Tourism contributed nearly 215 billion euros to Italy’s economy and creates nearly three million jobs.

Photo Source: WTTC

The new campaign with IC Bellagio is part of the wider global tourism body’s efforts to ensure a balanced approach to tourism management, following previous reports on Destination Stewardship and handling destinations’ success.

An award-winning destination management company for Italy, IC Bellagio offers experiences from Italy’s rich history to its design-focused present.

More information about the “Community Conscious Travel” campaign can be found here.