local tourism potential

Unveiling How Tourism Benefits and Empowers the Local Community

The Impact of Tourism on Local Communities

Economic benefits of tourism for local communities, social and cultural benefits of tourism, environmental benefits of tourism, challenges and solutions: managing tourism for community benefit.

The tourism industry is a vertical with one of the most comprehensive impacts on economic and social landscapes. That’s precisely what makes it essential for macro- and micro-economies . Tourism can help generate additional revenue streams for local communities enabling locals to kickstart new businesses, rebuild and restore structures, and attract more tourists .

If you want to discover the impact of tourism on the local community, you’ve found an excellent resource. Below you can learn how tourism benefits local communities, real-life examples, and the most common challenges and solutions of managing tourism for community benefits.

To truly understand how tourism benefits local communities, you need to understand its impact. Let’s see the tourism industry’s power to shape communities socio-economically and its direct and indirect impacts on numerous aspects of local life.

How tourism shapes communities socio-economically

The best way to recognize tourism’s potential to shape the social and economic aspects of local communities is to approach the subject with financial experts’ goggles on. 

When many tourists arrive at a destination, their needs, expectations, and wants generate demand. The demand, in this instance, can be pretty diverse . New arrivals can generate demand for:

• Food and beverages
• Transportation
• Handy crafts
• Various sources of entertainment

This specific outcome has a positive economic impact on a community. It creates new jobs, generates additional revenue, and enables people to pursue various business ideas that were borderline impossible before the arrival of tourists.

The social impact follows the economic one. Local communities become more financially independent . Community participation in business activities enables it to become financially secure, stress-free, and experience feelings of ease and safety. However, tourism’s impact doesn’t end there. It has numerous direct and indirect effects on various aspects of local life.

The direct and indirect impacts of tourism on various aspects of local life

The subject of tourism’s impact on various aspects of local life has been of interest to researchers since the early 1980s . While the general consensus is that it is difficult to measure these effects, they are still there. 

Tourism’s direct and indirect impacts can contribute to changes in the following ways:

• Value systems
• Individual behavior
• Family relationships
• Collective lifestyles
• Moral conduct
• Create expressions
• Traditional ceremonies
• Community organization

Now that you understand how tourism impacts local communities economically, we must dive deeper into the matter. Below you can find three unique economic benefits of tourism for local communities. 

The multiplier effect: How tourist spending stimulates local economies

The multiplier effect directly results from tourists buying products and services in their destination. Tourists can buy a wide range of products and services while visiting or staying. These range from food, drinks, and transportation to locally produced goods and locally led excursions and activities. 

Suddenly, you have local businesses of all sizes generating revenue. With the surplus in the local budget, the community can thrive. It increases not only their standard of life, but they can now invest in their businesses to make their products and services more attractive, thus generating repeat business and even more revenue.

Job creation: An in-depth look at how tourism creates employment opportunities

The most immediate benefit of tourism is job creation . The tourism services value chain consists of travel organization and reservations, transport from and to the destination, accommodation, food and beverages, and tourist activities. The last three items on this list are of interest to you.

In other words, local communities can benefit from job creation in accommodation, food and beverages, and tourist activities . How does this happen? Tourists create demand for products and services in these three categories. If the supply is lower than demand, local communities will have to respond accordingly to provide a great stay experience and keep the tourists returning.

Most often, new jobs will open in hotels, restaurants, small businesses, transportation companies, and tourist activity businesses.

Infrastructure development: Exploring how tourism funds improve local facilities and services

Remember that surplus in local budgets we’ve mentioned above? Local communities can now use it to facilitate infrastructure development which is yet another benefit of tourism for local communities. That’s perhaps the most noteworthy benefit because tourism infrastructure directly contributes to tourism growth and competitiveness . 

The increasing funds in local businesses’ budgets and municipal budgets enable various projects. For instance, hotels can go through renovation and build new facilities; cities can renovate roads and build new ones to facilitate access to tourist attractions; they can invest in newer and better means of transportation, and so on. The bottom line, tourism funds can kickstart community-based tourism development overall.

Case study: A real-life example of a community that has economically benefited from tourism

Here is a real-life example to help you understand tourism’s importance to local communities. A case study of Bomborat Chital from 2018 is a perfect one to paint the picture of the economic benefits of tourism for local communities. 

Over 92% of respondents said that tourism was vital for the economic development of their community and region. The respondents said that tourism led to an increase in:

• Household income
• Improved infrastructure
• Hotel business growth
• The capability of acquiring knowledge related to tourism and hotel management

Tourism has also helped increase the demand for local fresh and dry fruits, hand-crafted goods made by the locals, hotels, and transport.

Tourism doesn’t offer only economic benefits to local communities. It can also bolster the social and cultural aspects of a local community. Let’s see how.

Preservation of culture and heritage: How tourism motivates communities to preserve and showcase their cultural assets

How can tourists motivate people to preserve and showcase their cultural assets? You probably know what cultural tourism is. Here is a quick reminder :

“Cultural tourism is a sub-segment of tourism which is focused on visiting destinations to experience and learn about a particular culture first-hand.”

Simply put, it creates demand for cultural assets. Cultural attractions can range from cuisine and national holidays to local outfits and customs. This demand can motivate communities to preserve the things that help them generate income. 

Improved quality of life: Exploring how tourism’s economic impact can lead to enhanced living standards

Improved quality of life follows the economic benefits of tourism. The theory is rather straightforward – if families in certain regions have access to more income, their quality of life will improve. Such is the case with regions where tourism flourishes. Additional revenue streams and increased revenue can help people in certain regions achieve enhanced living standards.

Living standards include the level of wealth, material goods, comfort, and products and services available to a geographic area. Since tourism helps improve infrastructure, create new jobs, and generate repeat business, local communities can achieve an improved quality of life . 

Social cohesion: Analysis of how tourism can bring communities together

Finally, tourism can help improve social cohesion and bring communities together. While the mechanism behind this benefit is not as obvious, it’s easy to understand it once your attention is brought to it.

Here is how it works: tourism creates opportunities for people from all socioeconomic tiers (wealth, income, race, education, and power). It also creates opportunities for people to learn and understand each other, thus promoting equality , collaboration, and working towards achieving a common goal despite their differences.

Case study: A real-life example of a community that has experienced social or cultural benefits from tourism

The Namibia tourism case study is an excellent example of how tourism can unlock social and cultural benefits. The country’s government has been focusing on tourism since the early 2000s. Initially, the primary goal was to promote and enable tourism purely for its economic benefits.

However, the government discovered that it also has cultural and social benefits. It enabled people to come and work together around a common cause. In this case, people came together to preserve cultural heritage. The tourism policy also included pro-poor aspects to help relieve poverty and facilitate the development of communities in rural areas.

Ecotourism and responsible tourism are buzz works in the travel vertical. These types of tourism can help local communities conserve and preserve wildlife and natural wealth. Below you can find out more about the environmental benefits of tourism.

Conservation efforts: How tourism contributes to the preservation of natural resources

In some instances, wildlife and nature itself can be the main attractions and primary reason tourists come to visit. It’s a crystal clear message to local communities that they need to conserve these natural resources to keep generating income from tourism.

Plus, governments worldwide have joined together in the initiative to preserve nature . This double effect facilitates the entire initiative and helps motivate communities, even in rural areas, to start preserving nature and wildlife. 

Sustainable tourism: The role of ecotourism in fostering environmental awareness and protection

Sustainable tourism is a broad concept. While it covers tourism experience, it also includes concerns for environmental issues. Governments with relevant policies try to enforce sustainability across industries in their effort to minimize their carbon footprint.  

These policies apply to all communities. It helps increase environmental awareness and streamline the protection of natural resources. 

Case study: A real-life example of a community that has benefited environmentally from tourism

Bhutan’s government developed an excellent policy to structure ecotourism, maintain community involvement, and still generate profits. Bhutan has a daily tariff every tourist must pay to experience what this country has to offer.

The tariff involves the necessary expenses such as hotel, food, tour guide, trekking equipment, and internal transportation. The enforced tariff ensured that only respectful and responsible tourists visited. In return, the communities in Bhutan can continue to effortlessly preserve nature and the environment overall. 

As you’ve seen in the previous example, the government played a vital role with its laws and regulations in enabling local communities to thrive while still reaping the benefits of tourism. What are the potential negative impacts tourism can have then? Let’s see.

Analysis of potential negative impacts of tourism on local communities

Many things can lead to negative impacts of tourism on local communities. A recent study reveals that the most common factors are:

• Inadequate government planning, 
• Policies and regulations, 
• Insufficient knowledge and skills of tour operators, 
• and the broader social issues .

Below you can find the potential challenges that can impact three areas, including strategies for communities to maximize benefits while minimizing potential drawbacks of tourism.

Sociocultural challenges

Tourists with little to no awareness can irritate the local communities by failing to respect local customs and values.

The best strategy would be for local communities to establish open communication channels with municipal government and leadership. Working together, they need to come up with relevant policies and regulations.

Write brochures and put on relevant signage to communicate local customs, rules of conduct, and other important information .

Economic challenges

Overcrowding can worsen the sanitation status and break down already poor infrastructure. Local communities should always register businesses and avoid working in the gray market because it not only brings tax income to local budgets but provides legal protection.

Local communities should only collaborate with reputable and licensed tour operators. These practices can secure enough funds in local budgets to help preserve the sanitation status and streamline infrastructure maintenance and improvements.

Environmental Challenges

Overcrowding and poor regulations can disrupt nature and wildlife, thus indirectly affecting communities and making destinations less attractive to tourists.

Local communities can thwart this risk in multiple ways. For instance, with sufficient money in local budgets, they can fund nature preservation societies, launch voluntourism projects, and work together with the government to prioritize nature preservation.

As you can see, tourism benefits local communities in several ways. Economic benefits include local economic stimulation, job creation, and infrastructure developmen t. Social and cultural benefits include improved quality of life and social cohesion. And environmental benefits include improved conservation, preservation, and promotion of sustainable tourism. 

The role of tourism is crucial for community development and enrichment. Yes, it also comes with adverse effects, but with the right strategies, such as collaboration with local governments, communities can overcome these challenges and start generating revenue .

The most noteworthy strategies include having relevant rules, regulations, and policies. It’s also essential to maintain communication with the government. There has to be a plan with clearly defined goals followed by a comprehensive strategy and execution timeline. 

Collaboration with tour operators and local government can help local communities manage the negative impacts of tourism. Preventing overcrowding and staying true to sustainable practices is paramount in this instance. 

Local government plays a vital role in promoting sustainable tourism. Enforcing relevant rules and regulations can help the community develop better behavior patterns and join forces in promoting sustainable tourism.

Local businesses should definitely establish some sort of online presence. Initially, a simple website and social media profile are more than enough. 

Tourism can help local communities thrive. One of the aspects positively affected by tourism is real estate, as tourism can drive real estate prices.

People from the community perform tourism activities, making them essential for tourism development. It means that the community is always involved in tourism development. 

Some tourism types, such as volunteerism, can bring educators from around the world to teach people in local communities new skills. Also, the government can recognize the potential of certain regions enabling people to take on government-funded courses.

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Cristóbal Reali, VP of Global Sales at Mize, with over 20 years of experience, has led high-performance teams in major companies in the tourism industry, as well as in the public sector. He has successfully undertaken ventures, including a DMO and technology transformation consulting. In his role at Mize, he stands out not only for his analytical and strategic ability but also for effective leadership. He speaks English, Spanish, Portuguese, and Italian. He holds a degree in Economics from UBA, complementing his professional training at Harvard Business School Online.

Mize is the leading hotel booking optimization solution in the world. With over 170 partners using our fintech products, Mize creates new extra profit for the hotel booking industry using its fully automated proprietary technology and has generated hundreds of millions of dollars in revenue across its suite of products for its partners. Mize was founded in 2016 with its headquarters in Tel Aviv and offices worldwide.

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Turning tourism into development: Mitigating risks and leveraging heritage assets

If done right, tourism can actually bolster and preserve cultural heritage, while also helping to develop economies. Image:  REUTERS/David Loh

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Maimunah mohd sharif.

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Stay up to date:, travel and tourism.

• Cultural and historical travel accounts for 40% of all tourism globally.
• 73% of millennials report being interested in cultural and historic places.
• Protecting local culture and heritage requires a robust plan to mitigate negative impacts and policies to ensure prosperity is shared.

Culture and heritage tourism has the potential to create significant employment opportunities and stimulate economic transformation.

However, communities worldwide often grapple with the challenges posed by the magnetic appeal of heritage sites and the promise of economic prosperity. Property values can increase, displacing local residents and permanently altering the character of their neighbourhoods.

But capitalizing on tourism's potential while preserving and enhancing history and culture is possible — and it is already being done in sites around the world. From Malaysia to Saudi Arabia, many are already demonstrating the ability to balance economic development with socially and environmentally sustainable transformations.

Below are five common features that those sustainable approaches embrace.

Have you read?

This is how to leverage community-led sustainable tourism for people and biodiversity, are we finally turning the tide towards sustainable tourism, how the middle east is striving to lead the way in sustainable tourism, translating a vision into an area-based plan.

Urban planning and regeneration require a holistic approach, coordinating interventions across various sectors and providing guidance for investments. A holistic plan would include spatial and policy measures that are supported by regulatory measures, particularly those focusing on affordability and social cohesion. UN-Habitat prioritizes measures which promote mixed-use and social-economically diverse development to mitigate gentrification.

In George Town, Malaysia, the Special Area Plan and its Comprehensive Management Plan function as the key reference for inclusive strategic policies, regulations and guidelines for conservation, economic activities and intangible heritage. The plan, which balances economic development and conservation, included affordability measures such as supporting local owners restoring their houses, enabling adaptive reuse for small businesses, and supporting renters, thus protecting a share of historic buildings from tourism-induced redevelopment.

In Saudi Arabia’s AlUla, home to 40,000 residents and leading cultural assets including Hegra and Jabal Ikma — which was recently added to UNESCO’s Memory of the World International Register — a similar vision is unfolding. The Path to Prosperity masterplan makes provisions for new housing, creates new economic opportunities and establishes new schools, mosques and healthcare facilities for the community with affordability as the guiding principle. An expanded public realm will create district and neighbourhood parks with green spaces, playgrounds, outdoor gyms and bicycle trails. A network of scenic routes, low-impact public transportation and non-vehicular options will facilitate mobility.

A diversified economic base

To avoid over-reliance on a single economic driver, planners must make space for a range of alternative livelihoods. In AlUla, The Royal Commission for AlUla (RCU), which is responsible for the city’s development into a tourism hub, is drawing on its rich local heritage to create a global destination while diversifying the local economy. Investment in native industries such as agriculture has resulted in a revived high-yielding and higher-value farming sector, while new sectors such as the creation of film and logistics industries are creating new jobs and providing increased revenue for residents.

The UN-Habitat Parya Sampada project in the Kathmandu Valley undertook earthquake reconstruction of the heritage settlements in urban areas using a holistic approach of physical reconstruction and economic recovery. It focused on the reconstruction of public heritage infrastructure supported by tourism enterprises run by women and youth.

Nurturing living heritage and local knowledge

Maintaining the character of a place is critical to its future and creates valuable economic assets. Maintenance and preservation animate the built environment, while the recovery of building techniques and crafts of traditional cultural activities creates jobs and maintains skills.

UN-Habitat’s work in Beirut demonstrates this approach, supporting several hundred jobs. Through the Beirut Housing Rehabilitation and Cultural and Creative Industries project, led by UN-Habitat, UNESCO supervises the allocation of small grants to local artisans. The regeneration of the historical train station in Mar Mikhael and adjacent areas will focus on traditional building techniques to reactivate cultural markets and businesses.

In AlUla, the Hammayah training programme is empowering thousands to work as guardians of natural heritage and culture. In Myanmar the nationwide Community-Based Tourism initiative is operated and managed by local vulnerable communities to provide genuine experiences to world travelers.

Share the value created by tourism

Addressing the negative externalities of tourism requires the assessment and compensation of its real impacts, which can be done through sustainable tourism planning and community participation. The pressure on services, increased congestion and the cost of living need to be addressed through specific investments, funded through the taxation of tourism-related revenues redirected towards the local community, especially for the most vulnerable groups.

Examples include the Balearic Island of Mallorca, which has introduced a sustainable tourism tax to support conservation of the island. Meanwhile Kyoto, Japan has implemented several measures to control the number of tourists at popular sites and establish visitor codes of conduct.

Human-centered local development

Empowering the local community to actively engage with its rich culture while minimizing conflict with the natural environment can increase the resilience of residents and reduce the pressures of gentrification. Participation in decision-making is critical to shape visions and plans that achieve these goals.

The UN-Habitat Participatory Strategy in Mexico’s San Nicolas de los Garza showcases how collaboration with the local community throughout the design and implementation process can ensure solutions capture the culture, skills and needs of the neighborhoods. The 2030 City Vision provides a participatory action plan for the integration of culture, heritage and tourism within the currently prevalent urban economic sectors.

In Saudi Arabia such approaches are embedded in Vision 2030, a blueprint for economic diversification. RCU deploys short- and long-term support to the community through scholarship, upskilling and support for SMEs to enhance access to jobs and entrepreneurship in hospitality and tourism.

While development always introduces complex dynamics and transformations, mitigating gentrification in tourist areas is crucial to achieving sustainable local development for the benefit of all and preserving the unique character of these places.

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 local residents as well as visitors.

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How Does Tourism Benefit Local Communities?

Tourism is a thriving industry that not only brings in visitors from around the world but also has significant positive impacts on local communities. While the economic benefits of tourism are well-known, its contributions to social, cultural, and environmental aspects are often overlooked. This article will explore how tourism can catalyze sustainable development and create a range of advantages for local communities.

Economic Growth and Job Creation: One of the most apparent benefits of tourism is its role in generating economic growth and employment opportunities. Tourists visit a destination and spend money on accommodation, transportation, food, shopping, and various services. This expenditure stimulates the local economy, increasing business activities and new jobs. Hotels, restaurants, tour operators, and local artisans are among the many businesses that directly benefit from the influx of tourists.

Preservation of Cultural Heritage: Tourism plays a significant role in preserving and promoting the cultural heritage of local communities. Visitors are often eager to explore a destination's unique traditions, customs, and historical sites. This creates a demand for cultural experiences, encouraging locals to preserve their traditions and showcase their heritage. By valuing their cultural assets, communities are motivated to protect historical landmarks, monuments, festivals, and traditional craftsmanship, which might have been neglected or forgotten.

Community Development and Infrastructure Improvement: Tourism can lead to the development of community infrastructure and public services. The revenue generated from tourism can be reinvested in improving transportation networks, healthcare facilities, educational institutions, and public spaces. This benefits tourists and enhances the quality of life for local residents. Additionally, the need to provide a positive visitor experience can encourage communities to invest in better facilities, amenities, and attractions, which ultimately benefit both tourists and locals alike.

Encouragement of Small Businesses and Entrepreneurship: The tourism industry allows small businesses and local entrepreneurs to thrive. Locals can establish their guesthouses, homestays, restaurants, tour companies, souvenir shops, and other tourism-related enterprises. This fosters entrepreneurship and empowers individuals within the community, promoting self-sufficiency and economic diversification. The growth of small businesses contributes to a more balanced and sustainable local economy, reducing dependency on a single industry.

Cultural Exchanges and Social Understanding: Tourism acts as a bridge for cultural exchange, fostering greater understanding and appreciation between visitors and locals. When tourists engage with the community, they gain insights into the local way of life, traditions, and customs. Similarly, locals can learn about different cultures, perspectives, and values. These interactions promote mutual respect and tolerance, breaking down stereotypes and fostering a sense of global citizenship.

Environmental Conservation and Sustainable Practices: Tourism can also drive environmental conservation and sustainable practices. Destinations with natural attractions often rely on preserving their environment to attract tourists. This incentivizes local communities to protect and conserve their natural resources, such as forests, wildlife, and marine ecosystems. Sustainable tourism practices, including responsible waste management, energy conservation, and eco-friendly initiatives, can benefit the environment and the community's long-term well-being.

RELATED: Train Your Tourism Ambassadors

Conclusion: Tourism brings many benefits to local communities beyond economic gains. It contributes to cultural preservation, infrastructure development, entrepreneurship, social understanding, and environmental conservation. By embracing sustainable tourism practices and involving local communities in decision-making processes, we can ensure that the positive impacts of tourism are maximized while minimizing its potential negative consequences. As travelers, we have the power to support and promote tourism that benefits local communities, ultimately creating a more inclusive and sustainable world.

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Related articles, the best time to launch your tourism ambassador training, the tourism academy's role in preserving local culture and natural habitats: empowering dmos, leveraging online learning to build a sustainable tourism economy: a case study of rwenzori tourism academy in uganda, bordering a unesco site.

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A tourism assessment can open your community up to new visitors and strengthen your local economy. When your community conducts a tourism assessment, a team of community leaders and University educators gather to review and analyze the community's tourism assets and potential for tourism development. The program includes a community visit by a team of experts who assess local tourism assets and facilitate discussions with community members. What they uncover is provided back to the community in a written report and discussed with the community at a public meeting to spark discussion of potential next steps in tourism planning. The community can then use the information to help set priorities for local tourism development efforts.

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• Published: 31 March 2023

The benefits of tourism for rural community development

• Yung-Lun Liu 1 ,
• Jui-Te Chiang 2 &
• Pen-Fa Ko 2  

Humanities and Social Sciences Communications volume  10 , Article number:  137 ( 2023 ) Cite this article

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• Business and management
• Development studies

While the main benefits of rural tourism have been studied extensively, most of these studies have focused on the development of sustainable rural tourism. The role of tourism contributions to rural community development remains unexplored. Little is known about what tourism contribution dimensions are available for policy-makers and how these dimensions affect rural tourism contributions. Without a clear picture and indication of what benefits rural tourism can provide for rural communities, policy-makers might not invest limited resources in such projects. The objectives of this study are threefold. First, we outline a rural tourism contribution model that policy-makers can use to support tourism-based rural community development. Second, we address several methodological limitations that undermine current sustainability model development and recommend feasible methodological solutions. Third, we propose a six-step theoretical procedure as a guideline for constructing a valid contribution model. We find four primary attributes of rural tourism contributions to rural community development; economic, sociocultural, environmental, and leisure and educational, and 32 subattributes. Ultimately, we confirm that economic benefits are the most significant contribution. Our findings have several practical and methodological implications and could be used as policy-making guidelines for rural community development.

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Knowledge mapping of relative deprivation theory and its applicability in tourism research

Introduction.

In many countries, rural areas are less developed than urban areas. They are often perceived as having many problems, such as low productivity, low education, and low income. Other issues include population shifts from rural to urban areas, low economic growth, declining employment opportunities, the loss of farms, impacts on historical and cultural heritage, sharp demographic changes, and low quality of life. These issues indicate that maintaining agricultural activities without change might create deeper social problems in rural regions. Li et al. ( 2019 ) analyzed why some rural areas decline while others do not. They emphasized that it is necessary to improve rural communities’ resilience by developing new tourism activities in response to potential urban demands. In addition, to overcome the inevitability of rural decline, Markey et al. ( 2008 ) pointed out that reversing rural recession requires investment orientation and policy support reform, for example, regarding tourism. Therefore, adopting rural tourism as an alternative development approach has become a preferred strategy in efforts to balance economic, social, cultural, and environmental regeneration.

Why should rural regions devote themselves to tourism-based development? What benefits can rural tourism bring to a rural community, particularly during and after the COVID pandemic? Without a clear picture and answers to these questions, policy-makers might not invest limited resources in such projects. Understanding the contributions of rural tourism to rural community development is critical for helping government and community planners realize whether rural tourism development is beneficial. Policy-makers are aware that reducing rural vulnerability and enhancing rural resilience is a necessary but challenging task; therefore, it is important to consider the equilibrium between rural development and potential negative impacts. For example, economic growth may improve the quality of life and enhance the well-being index. However, it may worsen income inequality, increase the demand for green landscapes, and intensify environmental pollution, and these changes may impede natural preservation in rural regions and make local residents’ lives more stressful. This might lead policy-makers to question whether they should support tourism-based rural development. Thus, the provision of specific information on the contributions of rural tourism is crucial for policy-makers.

Recently, most research has focused on rural sustainable tourism development (Asmelash and Kumar, 2019 ; Polukhina et al., 2021 ), and few studies have considered the contributions of rural tourism. Sustainability refers to the ability of a destination to maintain production over time in the face of long-term constraints and pressures (Altieri et al., 2018 ). In this study, we focus on rural tourism contributions, meaning what rural tourism contributes or does to help produce something or make it better or more successful. More specifically, we focus on rural tourism’s contributions, not its sustainability, as these goals and directions differ. Today, rural tourism has responded to the new demand trends of short-term tourists, directly providing visitors with unique services and opportunities to contact other business channels. The impact on the countryside is multifaceted, but many potential factors have not been explored (Arroyo et al., 2013 ; Tew and Barbieri, 2012 ). For example, the demand for remote nature-based destinations has increased due to the fear of COVID-19 infection, the perceived risk of crowding, and a desire for low tourist density. Juschten and Hössinger ( 2020 ) showed that the impact of COVID-19 led to a surge in demand for natural parks, forests, and rural areas. Vaishar and Šťastná ( 2022 ) demonstrated that the countryside is gaining more domestic tourists due to natural, gastronomic, and local attractions. Thus, they contended that the COVID-19 pandemic created rural tourism opportunities.

Following this change in tourism demand, rural regions are no longer associated merely with agricultural commodity production. Instead, they are seen as fruitful locations for stimulating new socioeconomic activities and mitigating public mental health issues (Kabadayi et al., 2020 ). Despite such new opportunities in rural areas, there is still a lack of research that provides policy-makers with information about tourism development in rural communities (Petrovi’c et al., 2018 ; Vaishar and Šťastná, 2022 ). Although there are many novel benefits that tourism can bring to rural communities, these have not been considered in the rural community development literature. For example, Ram et al. ( 2022 ) showed that the presence of people with mental health issues, such as nonclinical depression, is negatively correlated with domestic tourism, such as rural tourism. Yang et al. ( 2021 ) found that the contribution of rural tourism to employment is significant; they indicated that the proportion of nonagricultural jobs had increased by 99.57%, and tourism in rural communities had become the leading industry at their research site in China, with a value ten times higher than that of agricultural output. Therefore, rural tourism is vital in counteracting public mental health issues and can potentially advance regional resilience, identity, and well-being (López-Sanz et al., 2021 ).

Since the government plays a critical role in rural tourism development, providing valuable insights, perspectives, and recommendations to policy-makers to foster sustainable policies and practices in rural destinations is essential (Liu et al., 2020 ). Despite the variables developed over time to address particular aspects of rural tourism development, there is still a lack of specific variables and an overall measurement framework for understanding the contributions of rural tourism. Therefore, more evidence is needed to understand how rural tourism influences rural communities from various structural perspectives and to prompt policy-makers to accept rural tourism as an effective development policy or strategy for rural community development. In this paper, we aim to fill this gap.

The remainder of this paper is organized as follows: the section “Literature review” presents the literature review. Our methodology is described in the section “Methodology”, and our results are presented in the section “Results”. Our discussion in the section “Discussion/implications” places our findings in perspective by describing their theoretical and practical implications, and we provide concluding remarks in the section “Conclusion”.

Literature review

The role of rural tourism.

The UNWTO ( 2021 ) defined rural tourism as a type of tourism in which a visitor’s experience is related to a wide range of products generally linked to nature-based activity, agriculture, rural lifestyle/culture, angling, and sightseeing. Rural tourism has been used as a valid developmental strategy in rural areas in many developed and developing countries. This developmental strategy aims to enable a rural community to grow while preserving its traditional culture (Kaptan et al., 2020 ). In rural areas, ongoing encounters and interactions between humans and nature occur, as well as mutual transformations. These phenomena take place across a wide range of practices that are spatially and temporally bound, including agriculture, forestry, fishing, hunting, farm tourism, cultural heritage preservation, and country life (Hegarty and Przezbórska, 2005 ). To date, rural tourism in many places has become an important new element of the regional rural economy; it is increasing in importance as both a strategic sector and a way to boost the development of rural regions (Polukhina et al., 2021 ). Urban visitors’ demand for short-term leisure activities has increased because of the COVID-19 pandemic (Slater, 2020 ). Furthermore, as tourists shifted their preferences from exotic to local rural tourism amid COVID-19, Marques et al. ( 2022 ) suggested that this trend is a new opportunity that should be seized, as rural development no longer relies on agriculture alone. Instead, other practices, such as rural tourism, have become opportunities for rural areas. Ironically, urbanization has both caused severe problems in rural areas and stimulated rural tourism development as an alternative means of economic revitalization (Lewis and Delisle, 2004 ). Rural tourism provides many unique events and activities that people who live in urban areas are interested in, such as agricultural festivals, crafts, historical buildings, natural preservation, nostalgia, cuisine, and opportunities for family togetherness and relaxation (Christou, 2020 ; Getz, 2008 ). As rural tourism provides visitors from urban areas with various kinds of psychological, educational, social, esthetic, and physical satisfaction, it has brought unprecedented numbers of tourists to rural communities, stimulated economic growth, improved the viability of these communities, and enhanced their living standards (Nicholson and Pearce, 2001 ). For example, rural tourism practitioners have obtained significant economic effects, including more income, more direct sales, better profit margins, and more opportunities to sell agricultural products or craft items (Everett and Slocum, 2013 ). Local residents can participate in the development of rural tourism, and it does not necessarily depend on external resources. Hence, it provides entrepreneurial opportunities (Lee et al., 2006 ). From an environmental perspective, rural tourism is rooted in a contemporary theoretical shift from cherishing local agricultural resources to restoring the balance between people and ecosystems. Thus, rural land is preserved, natural landscapes are maintained, and green consumerism drives farmers to focus on organic products, green chemistry, and value-added products, such as land ethics (Higham and Ritchie, 2001 ). Therefore, the potential contributions of rural tourism are significant and profound (Marques, 2006 ; Phillip et al., 2010 ). Understanding its contributions to rural community development could encourage greater policy-maker investment and resident support (Yang et al., 2010 ).

Contributions of rural tourism to rural community development

Maintaining active local communities while preventing the depopulation and degradation of rural areas requires a holistic approach and processes that support sustainability. What can rural tourism contribute to rural development? In the literature, rural tourism has been shown to bring benefits such as stimulating economic growth (Oh, 2005 ), strengthening rural and regional economies (Lankford, 1994 ), alleviating poverty (Zhao et al., 2007 ), and improving living standards in local communities (Uysal et al., 2016 ). In addition to these economic contributions, what other elements have not been identified and discussed (Su et al., 2020 )? To answer these questions, additional evidence is a prerequisite. Thus, this study examines the following four aspects. (1) The economic perspective: The clustering of activities offered by rural tourism stimulates cooperation and partnerships between local communities and serves as a vehicle for creating various economic benefits. For example, rural tourism improves employment opportunities and stability, local residents’ income, investment, entrepreneurial opportunities, agricultural production value-added, capital formation, economic resilience, business viability, and local tax revenue (Atun et al., 2019 ; Cheng and Zhang, 2020 ; Choi and Sirakaya, 2006 ; Chong and Balasingam, 2019 ; Cunha et al., 2020 ). (2) The sociocultural perspective: Rural tourism no longer refers solely to the benefits of agricultural production; through economic improvement, it represents a greater diversity of activities. It is important to take advantage of the novel social and cultural alternatives offered by rural tourism, which contribute to the countryside. For example, rural tourism can be a vehicle for introducing farmers to potential new markets through more interactions with consumers and other value chain members. Under such circumstances, the sociocultural benefits of rural tourism are multifaceted. These include improved rural area depopulation prevention (López-Sanz et al., 2021 ), cultural and heritage preservation, and enhanced social stability compared to farms that do not engage in the tourism business (Ma et al., 2021 ; Yang et al., 2021 ). Additional benefits are improved quality of life; revitalization of local crafts, customs, and cultures; restoration of historical buildings and community identities; and increased opportunities for social contact and exchange, which enhance community visibility, pride, and cultural integrity (Kelliher et al., 2018 ; López-Sanz et al., 2021 ; Ryu et al., 2020 ; Silva and Leal, 2015 ). (3) The environmental perspective: Many farms in rural areas have been rendered noncompetitive due to a shortage of labor, poor managerial skills, and a lack of financial support (Coria and Calfucura, 2012 ). Although there can be immense pressure to maintain a farm in a family and to continue using land for agriculture, these problems could cause families to sell or abandon their farms or lands (Tew and Barbieri, 2012 ). In addition, unless new income pours into rural areas, farm owners cannot preserve their land and its natural aspects; thus, they tend to allow their land to become derelict or sell it. In the improved economic conditions after farms diversify into rural tourism, rural communities have more money to provide environmental care for their natural scenic areas, pastoral resources, forests, wetlands, biodiversity, pesticide mitigation, and unique landscapes (Theodori, 2001 ; Vail and Hultkrantz, 2000 ). Ultimately, the entire image of a rural community is affected; the community is imbued with vitality, and farms that participate in rural tourism instill more togetherness among families and rural communities. In this study, the environmental benefits induced by rural tourism led to improved natural environmental conservation, biodiversity, environmental awareness, infrastructure, green chemistry, unspoiled land, and family land (Di and Laura, 2021 ; Lane, 1994 ; Ryu et al., 2020 ; Yang et al., 2021 ). (4) The leisure and educational perspective: Rural tourism is a diverse strategy associated with an ongoing flow of development models that commercialize a wide range of farming practices for residents and visitors. Rural territories often present a rich set of unique resources that, if well managed, allow multiple appealing, authentic, and memorable tourist experiences. Tourists frequently comment that the rural tourism experience positively contrasts with the stress and other negatively perceived conditions of daily urban life. This is reflected in opposing, compelling images of home and a visited rural destination (Kastenholz et al., 2012 ). In other words, tourists’ positive experiences result from the attractions and activities of rural tourism destinations that may be deemed sensorially, symbolically, or socially opposed to urban life (Kastenholz et al. 2018 ). These experiences are associated with the “search for authenticity” in the context of the tension between the nostalgic images of an idealized past and the demands of stressful modern times. Although visitors search for the psychological fulfillment of hedonic, self-actualization, challenge, accomplishment, exploration, and discovery goals, some authors have uncovered the effects of rural tourism in a different context. For example, Otto and Ritchie ( 1996 ) revealed that the quality of a rural tourism service provides a tourist experience in four dimensions—hedonic, peace of mind, involvement, and recognition. Quadri-Felitti and Fiore ( 2013 ) identified the relevant impact of education, particularly esthetics, versus memory on satisfaction in wine tourism. At present, an increasing number of people and families are seeking esthetic places for relaxation and family reunions, particularly amid COVID-19. Rural tourism possesses such functions; it remains a novel phenomenon for visitors who live in urban areas and provides leisure and educational benefits when visitors to a rural site contemplate the landscape or participate in an agricultural process for leisure purposes (WTO, 2020 ). Tourists can obtain leisure and educational benefits, including ecological knowledge, information about green consumerism, leisure and recreational opportunities, health and food security, reduced mental health issues, and nostalgia nurturing (Alford and Jones, 2020 ; Ambelu et al., 2018 ; Christou, 2020 ; Lane, 1994 ; Li et al., 2021 ). These four perspectives possess a potential synergy, and their effects could strengthen the relationship between rural families and rural areas and stimulate new regional resilience. Therefore, rural tourism should be understood as an enabler of rural community development that will eventually attract policy-makers and stakeholders to invest more money in developing or advancing it.

Methodology

The literature on rural tourism provides no generally accepted method for measuring its contributions or sustainability intensity. Although many statistical methods are available, several limitations remain, particularly in terms of the item generation stage and common method bias (CMB). For example, Marzo-Navar et al. ( 2015 ) used the mean and SD values to obtain their items. However, the use of the mean has been criticized because it is susceptible to extreme values or outliers. In addition, they did not examine omitted variables and CMB. Asmelash and Kumar ( 2019 ) used the Delphi method with a mean value for deleting items. Although they asked experts to suggest the inclusion of any missed variables, they did not discuss these results. Moreover, they did not assess CMB. Islam et al. ( 2021 ) used a sixteen-step process to formulate sustainability indicators but did not consider omitted variables, a source of endogeneity bias. They also did not designate a priority for each indicator. Although a methodologically sound systematic review is commonly used, little attention has been given to reporting interexpert reliability when multiple experts are used to making decisions at various points in the screening and data extraction stages (Belur et al., 2021 ). Due to the limitations of the current methods for assessing sustainable tourism development, we aim to provide new methodological insights. Specifically, we suggest a six-stage procedure, as shown in Fig. 1 .

Steps required in developing the model for analysis after obtaining the data.

Many sources of data collection can be used, including literature reviews, inferences about the theoretical definition of the construct, previous theoretical and empirical research on the focal construct, advice from experts in the field, interviews, and focus groups. In this study, the first step was to retrieve data from a critical literature review. The second step was the assessment of omitted variables to produce items that fully captured all essential aspects of the focal construct domain. In this case, researchers must not omit a necessary measure or fail to include all of the critical dimensions of the construct. In addition, the stimuli of CMB, for example, double-barreled items, items containing ambiguous or unfamiliar terms, and items with a complicated syntax, should be simplified and made specific and concise. That is, researchers should delete items contaminated by CMB. The third step was the examination of construct-irrelevant variance to retain the variances relevant to the construct of interest and minimize the extent to which the items tapped concepts outside the focal construct domain. Variances irrelevant to the targeted construct should be deleted. The fourth step was to examine intergroup consistency to ensure that there was no outlier impact underlying the ratings. The fifth step was to examine interexpert reliability to ensure rating conformity. Finally, we prioritized the importance of each variable with the fuzzy analytic hierarchy process (AHP), which is a multicriteria decision-making approach. All methods used in this study are expert-based approaches.

Selection of experts

Because this study explores the contributions of rural tourism to rural community development, it involves phenomena in the postdevelopment stage; therefore, a few characteristics are essential for determining the choice of experts. The elements used to identify the experts in this study were (1) the number of experts, (2) expertise, (3) knowledge, (4) diversity, (5) years working in this field, and 5) commitment to participation. Regarding the number of experts, Murphy-Black et al. ( 1998 ) suggested that the more participants there are, the better, as a higher number reduces the effects of expert attrition and rater bias. Taylor-Powell ( 2002 ) pointed out that the number of participants in an expert-based study depends not only on the purpose of the research but also on the diversity of the target population. Okoli and Pawlowski ( 2004 ) recommended a target number of 10–18 experts for such a purpose. Therefore, we recruited a group of 18 experts based on their stated interest in the topic and asked them to comment on our rationale concerning the rating priorities among the items. We asked them to express a degree of agreement or disagreement with each item we provided. We adopted a heterogeneous and anonymous arrangement to ensure that rater bias did not affect this study. The 18 experts had different backgrounds, which might have made it easier for them to reach a consensus objectively. We divided the eighteen experts into three subgroups: (1) at least six top managers from rural tourism businesses, all of whom had been in the rural tourism business for over 10 years; (2) at least six academics who taught subjects related to tourism at three different universities in Taiwan; and (3) at least six government officials involved in rural development issues in Taiwan.

Generating items to represent the construct

Step 1: data collection.

Data collection provides evidence for investigation and reflects the construct of interest. While there is a need to know what rural tourism contributes, previous studies have provided no evidence for policy-makers to establish a rural community strategy; thus, it is essential to use a second source to achieve this aim. We used a literature review for specific topics; the data we used were based on the findings being presented in papers on rural tourism indexed in the SSCI (Social Sciences Citation Index) and SCIE (Science Citation Index Expanded). In this study, we intended to explore the role of rural tourism and its contributions to rural development. Therefore, we explored the secondary literature on the state of the questions of rural development, sustainable development, sustainability indicators, regional resilience, farm tourism, rural tourism, COVID-19, tourist preferences, and ecotourism using terms such as land ethics, ecology, biodiversity, green consumerism, environmentalism, green chemistry, community identity, community integration, community visibility, and development goals in an ad hoc review of previous studies via Google Scholar. Based on the outcomes of this first data collection step, we generated thirty-three subattributes and classified them into four domains.

Step 2: Examine the face validity of omitted variables and CMB

Face validity is defined as assessing whether a measurement scale or questionnaire includes all the necessary items (Dempsey and Dempsey, 1992 ). Based on the first step, we generated data subattributes from our literature review. However, there might have been other valuable attributes or subattributes that were not considered or excluded. Therefore, our purposes for examining face validity were twofold. First, we assessed the omitted variables, defined as the occurrence of crucial aspects or facets that were omitted (Messick, 1995 ). These comprise a threat to construct validity that, if ignored by researchers, might result in unreliable findings. In other words, face validity is used to distinguish whether the researchers have adequately captured the full dimensions of the construct of interest. If not, the evaluation instrument or model is deficient. However, the authors found that most rural tourism studies have not assessed the issue of omitted variables (An and Alarcon, 2020 ; Lin, 2022 ). Second, we mitigated the CMB effect. In a self-report survey, it is necessary to provide a questionnaire without CMB to the targeted respondents, as CMB affects respondent comprehension. Therefore, we assessed item characteristic effects, item context effects, and question response process effects. These three effects are related to the respondents’ understanding, retrieval, mood, affectivity, motivation, judgment, response selection, and response reporting (Podsakoff et al., 2003 ). Specifically, items containing flaws from these three groups in a questionnaire can seriously influence an empirical investigation and potentially result in misleading conclusions. We assessed face validity by asking all the experts to scrutinize the content items that we collected from the literature review and the questionnaire that we drafted. The experts could then add any attribute or subattribute they thought was essential that had been omitted. They could also revise the questionnaire if CMB were embedded. We added the new attributes or subattributes identified by the experts to those collected from the literature review.

Step 3: Examine interexpert consensus for construct-irrelevant variances

After examining face validity, we needed to rule out items irrelevant to the construct of interest; otherwise, the findings would be invalid. We examined the interexpert consensus to achieve this aim. The purpose was to estimate the experts’ ratings of each item. In other words, interexpert consensus assesses the extent to which experts make the same ratings (Kozlowski and Hattrup, 1992 ; Northcote et al., 2008 ). In prior studies, descriptive statistics have often been used to capture the variability among individual characteristics, responses, or contributions to the subject group (Landeta, 2006 ; Roberson et al., 2007 ). Many expert-based studies have applied descriptive statistics to determine consensus and quantify its degree (Paraskevas and Saunders, 2012 ; Stewart et al., 2016 ). Two main groups of descriptive statistics, central tendencies (mode, mean, and median) and level of dispersion (standard deviation, interquartile, and coefficient of variation), are commonly used when determining consensus (Mukherjee et al., 2015 ). Choosing the cutoff point of interexpert consensus was critical because we used it as a yardstick for item retention and its value can also be altered by a number on the Likert scale (Förster and von der Gracht, 2014 ). In the case of a 5-point Likert scale, the coefficient of variation (CV) is used to measure interexpert consensus. Hence, CV ≤ 0.3 indicated high consensus (Zinn et al., 2001 ). In addition, based on the feedback obtained from the expert panel, we used standard deviation (SD) as another measurement to assess the variation in our population. Henning and Jordaan ( 2016 ) indicate that SD ≤ 1 represents a high level of consensus, meaning that it can act as a guideline for cutoff points. In addition, following Vergani et al. ( 2022 ), we used the percentage agreement (% AGR) to examine interexpert consensus. If the responses reached ≧ 70% 4 and 5 in the case of a 5-point Likert scale, it indicated that the item had interexpert consensus; thus, we could retain it. Moreover, to avoid the impact of outliers, we used the median instead of the mean as another measurement. Items had a high consensus if their median value was ≥4.00 (Rice, 2009 ). Considering these points, we adopted % AGR, median, SD, and CV to examine interexpert consensus.

Step 4: Examine intergroup consistency

In this expert-based study, the sample size was small. Any rater bias could have caused inconsistency among the subgroups of experts; therefore, we needed to examine the effect of rater bias on intergroup consistency. When the intergroup ratings showed substantially different distributions, the aggregated data were groundless. Dajani et al. ( 1979 ) remarked that interexpert consensus is meaningless if the consistency of responses in a study is not reached, as it means that any rater bias could distort the median, SD, or CV. Most studies have used one-way ANOVA to determine whether there is a significant difference between the expected and observed frequency in three or more categories. However, this method is based on large sample size and normal distribution. In the case of expert-based studies, the expert sample size is small, and the assessment distribution tends to be skewed. Thus, we used the nonparametric test instead of one-way ANOVA for consistency measurement (Potvin and Roff, 1993 ). We used the Kruskal‒Wallis test (K–W) to test the intergroup consistency among the three subgroups of experts. The purpose of the K–W test is to determine whether there are significant differences among three or more subgroups regarding the ratings of the domains (Huck, 2004 ). The judgment criteria in the K-W test depended on the level of significance, and we set the significance level at p  < 0.05 (Love and Irani, 2004 ), with no significant differences among groups set at p  > 0.05 (Loftus et al., 2000 ; Rice, 2009 ). We used SPSS to conduct the K–W test to assess intergroup consistency in this study.

Step 5: Examine interexpert reliability

Interexpert reliability, on the one hand, is usually defined as the proportion of systematic variance to the total variance in ratings (James et al., 1984 ). On the other hand, interexpert reliability estimation is not concerned with the exact or absolute value of ratings. Rather, it measures the relative ordering or ranking of rated objects. Thus, interexpert reliability estimation concerns the consistency of ratings (Tinsley and Weiss, 1975 ). If an expert-based study did not achieve interexpert reliability, we could not trust its analysis (Singletary, 1994 ). Thus, we examined interexpert reliability in this expert-based study. Many methods are available in the literature for measuring interexpert reliability, but there seems to be little consensus on a standard method. We used Kendall’s W to assess the reliability among the experts for each sample group (Goetz et al., 1994 ) because it was available for any sample size or ordinal number. If W was 1, all the experts were unanimous, and each had assigned the same order to the list of objects or concerns. As Spector et al. ( 2002 ) and Schilling ( 2002 ) suggested, reliabilities well above the recommended value of .70 indicate sufficient internal reliability. In this study, there was a strong consensus when W  > 0.7. W  > 0.5 represented a moderate consensus; and W  < 0.3 indicated weak interexpert agreement (Schmidt et al., 2001 ). To measure Kendall’s W , we used SPSS 23 to assess interexpert reliability.

Step 6: Examine the fuzzy analytic hierarchy process

After examining face validity, interexpert consensus, intergroup consistency, and interexpert reliability, we found that the aggregated items were relevant, authentic, and reliable in relation to the construct of interest. To provide policy-makers with a clear direction regarding which contributions are more or less important, we scored each attribute and subattribute using a multicriteria decision-making technique. Fuzzy AHP is a well-known decision-making tool for modeling unstructured problems. It enables decision-makers to model a complex issue in a hierarchical structure that indicates the relationships between the goal, criteria, and subcriteria on the basis of scores (Park and Yoon, 2011 ). The fuzzy AHP method tolerates vagueness and ambiguity (Mikhailov and Tsvetinov, 2004 ). In other words, fuzzy AHP can capture a human’s appraisal of ambiguity when considering complex, multicriteria decision-making problems (Erensal et al., 2006 ). In this study, we used Power Choice 2.5 software to run fuzzy AHP, determine weights, and develop the impact structure of rural tourism on sustainable rural development.

Face validity

To determine whether we had omitted variables, we asked all 18 experts to scrutinize our list of four attributes and 33 subattributes for omitted variables and determine whether the questionnaire contained any underlying CMB. We explained the meaning of omitted variables, the stimuli of CMB, and the two purposes of examining face validity to all the experts. In their feedback, the eighteen experts added one item as an omitted variable: business viability. The experts suggested no revisions to the questionnaire we had drafted. These results indicated that one omitted variable was revealed and that our prepared questionnaire was clear, straightforward, and understandable. The initially pooled 34 subattributes represented the construct of interest, and all questionnaires used for measurement were defendable in terms of CMB. The biasing effects of method variance did not exist, indicating that the threat of CMB was minor.

Interexpert consensus

In this step, we rejected any items irrelevant to the construct of interest. Consensus measurement played an essential role in aggregating the experts’ judgments. This study measured the AGR, median, SD, and CV. Two items, strategic alliance (AGR = 50%) and carbon neutrality (AGR = 56%) were rated < 70%, and we rejected them accordingly. These results are shown in Table 1 . The AGR, median, SD, and CV values were all greater than the cutoff points, thus indicating that the majority of experts in this study consistently recognized high values and reached a consensus for the rest of the 32 subattributes. Consequently, the four attributes and 32 subattributes remained and were initially identified as determinants for further analysis.

Intergroup consistency and interexpert reliability

In this study, with scores based on a 5-point Likert scale, we conducted the K–W test to assess intergroup differences for each subattribute. Based on the outcomes, the K–W test yielded significant results for all 32 subattributes; all three groups of experts reached consistency at p  > 0.05. This result indicated that no outlier or extreme value underlay the ratings, and therefore, intergroup consistency was reached. Finally, we measured interexpert reliability with Kendall’s W . The economic perspective was W  = 0.73, the sociocultural perspective was W  = 0.71, the environmental perspective was W  = 0.71, and the leisure and educational perspective was W  = 0.72. These four groups of W were all ≧ 0.7, indicating high reliability for the ranking order and convergence judged by all subgroup experts. These results are shown in Table 2 .

The hierarchical framework

The results of this study indicate that rural tourism contributions to rural community development comprise four attributes and thirty-two subattributes. The economic perspective encompasses nine subattributes and is weighted at w  = 0.387. In addition, rural tourism has long been considered a possible means of sociocultural development and regeneration of rural areas, particularly those affected by the decline in traditional rural

activities, agricultural festivals, and historical buildings. According to the desired benefits, the sociocultural perspective encompasses nine subattributes and is weighted at w  = 0.183. Moreover, as rural tourism can develop on farms and locally, its contribution to maintaining and enhancing environmental regeneration and protection is significant. Therefore, an environmental perspective can determine rural tourism’s impact on pursuing environmental objectives. Our results indicate that the environmental perspective encompasses seven subattributes and that its weight is w  = 0.237. Furthermore, the leisure and educational perspective indicates the attractiveness of rural tourism from visitors’ viewpoint and their perception of a destination’s value and contributions. These results show that this perspective encompasses seven subattributes and is weighted at w  = 0.193. This specific contribution model demonstrates a 3-level hierarchical structure, as shown in Fig. 2 . The scores for each criterion could indicate each attribute’s importance and explain the priority order of the groups. Briefly, the critical sequence of each measure in the model at Level 2 is as follows: economic perspective > environmental perspective > leisure and educational perspective > sociocultural perspective. Since scoring and ranking were provided by 18 experts from three different backgrounds and calculated using fuzzy AHP, our rural tourism contribution model is established. It can provide policy-makers with information on the long-term benefits and advantages following the completion of excellent community development in rural areas.

The priority index of each attribute and sub-attribute.

Discussion/Implications

In the era of sustainable rural development, it is vital to consider the role of rural tourism and how research in this area shapes access to knowledge on rural community development. This study provides four findings based on the increasing tendency of policy-makers to use such information to shape their policy-making priorities. It first shows that the demand for rural tourism has soared, particularly during COVID-19. Second, it lists four significant perspectives regarding the specific contributions of rural tourism to rural community development and delineates how these four perspectives affect rural tourism development. Our findings are consistent with those of prior studies. For example, geography has been particularly important in the rural or peripheral tourism literature (Carson, 2018 ). In terms of the local geographical context, two contributions could be made by rural tourism. The first stems from the environmental perspective. When a rural community develops rural tourism, environmental protection awareness is increased, and the responsible utilization of natural resources is promoted. This finding aligns with Lee and Jan ( 2019 ). The second stems from the leisure and educational perspective. The geographical context of a rural community, which provides tourists with geographical uniqueness, advances naturally calming, sensory-rich, and emotion-generating experiences for tourists. These results suggest that rural tourism will likely positively impact tourists’ experience. This finding is consistent with Kastenhoz et al. ( 2020 ). Third, although expert-based approaches have considerable benefits in developing and testing underlying phenomena, evidence derived from interexpert consensus, intergroup consistency, and interexpert reliability has been sparse. This study provides such evidence. Fourth, this research shows that rural tourism makes four main contributions, economic, sociocultural, environmental, leisure, and educational, to rural community development. Our results show four key indicators at Level 2. The economic perspective is strongly regarded as the most important indicator, followed by the environmental perspective, leisure and educational perspective, and sociocultural perspective, which is weighted as the least important. The secondary determinants of contributions have 32 subindicators at Level 3: each was identified and assigned a different weight. These results imply that the attributes or subattributes with high weights have more essential roles in understanding the contributions of rural tourism to rural community development. Policy-makers can use these 32 subindicators to formulate rural tourism development policies or strategies.

This study offers the following five practical implications for policymakers and rural communities:

First, we argue that developing rural tourism within a rural community is an excellent strategy for revitalization and countering the effects of urbanization, depopulation, deforestation, and unemployment.

Second, our analytical results indicate that rural tourism’s postdevelopment contribution is significant from the economic, sociocultural, environmental, leisure, and educational perspectives, which is consistent with Lee and Jan ( 2019 ).

Third, there is an excellent opportunity to build or invest more in rural tourism during COVID-19, not only because of the functions of rural tourism but also because of its timing. Many prior studies have echoed this recommendation. For example, Yang et al. ( 2021 ) defined rural tourism as the leading industry in rural areas, offering an output value ten times higher than that of agriculture in China. In addition, rural tourism has become more attractive to urban tourists amid COVID-19. Vaishar and Šťastná ( 2022 ) suggested that the COVID-19 pandemic created a strong demand for rural tourism, which can mitigate threats to public mental health, such as anxiety, depression, loneliness, isolation, and insomnia. Marques et al. ( 2022 ) showed that tourists’ preference for tourism in rural areas increased substantially during COVID-19.

Fourth, the contributions of this study to policy development are substantial. The more focused rural tourism in rural areas is, the more effective revitalization becomes. This finding highlights the importance of such features in developing rural tourism to enhance rural community development from multiple perspectives. This finding echoes Zawadka et al. ( 2022 ); i.e., policy-makers should develop rural tourism to provide tourists with a safe and relaxed environment and should not ignore the value of this model for rural tourism.

Fifth, our developed model could drive emerging policy issues from a supporting perspective and provide policy-makers with a more comprehensive overview of the development of the rural tourism sector, thus enabling them to create better policies and programs as needed. For example, amid COVID-19, rural tourism created a safe environment for tourists, mainly by reducing their fears of contamination (Dennis et al., 2021 ). This novel contribution that rural tourism destinations can provide to residents and visitors from other places should be considered and built into any rural community development policy.

This study also has the following four methodological implications for researchers:

First, it addresses methodological limitations that still impede tourism sustainability model development. Specifically, we suggest a six-stage procedure as the guideline; it is imperative that rural tourism researchers or model developers follow this procedure. If they do not, their findings tend to be flawed.

Second, to ensure that collected data are without extraneous interference or differences via subgroups of experts, the assessment of intergroup consistency with the K–W test instead of one-way ANOVA is proposed, especially in small samples and distribution-free studies.

Third, providing interexpert reliability evidence within expert-based research is critical; we used Kendall’s W to assess the reliability among experts for each sample group because it applies to any sample size and ordinal number.

Finally, we recommend using fuzzy AHP to establish a model with appropriate indicators for decision-making or selection. This study offers novel methodological insights by estimating a theoretically grounded and empirically validated rural tourism contribution model.

There are two limitations to this study. First, we examine all subattributes by interexpert consensus to delete construct-irrelevant variances that might receive criticism for their lack of statistical rigor. Future studies can use other rigorous methods, such as AD M( j ) or rWG ( j ) , interexpert agreement indices to assess and eliminate construct-irrelevant variances. Second, we recommend maximizing rural tourism contributions to rural community development by using the general population as a sample to identify any differences. More specifically, we recommend using Cronbach’s alpha, confirmatory factor analysis (CFA), and structural equation modeling (SEM) to test the overall reliability and validity of the data and results. It is also necessary to provide results for goodness-of-fit measures—e.g., the goodness-of-fit index (GFI), adjusted goodness-of-fit index (AGFI), comparative fit index (CFI), normed fit index (NFI), Tucker–Lewis Index (TLI), standardized root mean square residual (SRMR), or root mean square error of approximation (RMSEA).

Numerous empirical studies have illustrated how rural tourism can positively and negatively affect the contexts in rural areas where it is present. This study reveals the positive contributions of rural tourism to rural community development. The findings show that using rural tourism as a revitalization strategy is beneficial to nonurban communities in terms of their economic, sociocultural, environmental, and leisure and educational development. The contribution from the economic perspective is particularly important. These findings suggest that national, regional, and local governments or community developers should make tourism a strategic pillar in their policies for rural development and implement tourism-related development projects to gain 32 benefits, as indicated in Fig. 2 . More importantly, rural tourism was advocated and proved effective for tourists and residents to reduce anxiety, depression, or insomnia during the COVID-19 pandemic. With this emerging contribution, rural tourism is becoming more critical to tourists from urban areas and residents involved in rural community development. With this model, policy-makers should not hesitate to develop or invest more in rural communities to create additional tourism-based activities and facilities. As they could simultaneously advance rural community development and public mental health, policy-makers should include these activities among their regional resilience considerations and treat them as enablers of sustainable rural development. We conclude that amid COVID-19, developing rural tourism is an excellent strategy for promoting rural community development and an excellent alternative that could counteract the negative impacts of urbanization and provide stakeholders with more positive interests. The proposed rural tourism contribution model also suggests an unfolding research plan.

Data availability

The datasets generated and/or analyzed during the current study are available from the corresponding author on reasonable request.

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We declare all authors involved in the work. The division of labor is stated as follows; Conceptualization: J-TC; Supervision: J-TC; Methodology: Y-LL; Investigation: Y-LL; Data collection, analysis, and curation: J-TC, Y-LL, P-FK; Original draft preparation: J-TC, Y-LL; Review: P-FK; Interpretation and editing: P-FK; Validation: J-TC, Y-LL, P-FK.

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Liu, YL., Chiang, JT. & Ko, PF. The benefits of tourism for rural community development. Humanit Soc Sci Commun 10 , 137 (2023). https://doi.org/10.1057/s41599-023-01610-4

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DOI : https://doi.org/10.1057/s41599-023-01610-4

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Community-based tourism: how your trip can make a positive impact on local people

Community-based tourism can reap great rewards. Done well, it enables local organisations to protect precious habitats, preserve unique culture and empower grassroots employees.

In the mid-1990s, the remote community of Klemtu in Canada’s British Columbia had to make a choice. Hit hard by the collapse of the fishing and forestry industries, unemployment was rocketing, and options were running out. But they knew there were two things in the Great Bear Rainforest that you couldn’t get anywhere else: their own Indigenous culture and the rare, ghostly-white Kermode bear, also known as the Spirit Bear. And that’s how Spirit Bear Lodge was born: a showcase of the Kitasoo/Xai’xais First Nation, and an entry point for exploring the extraordinary wilderness of the largest temperate rainforest on Earth, with the added benefit of spotting those elusive bears, along with wolves, whales and brown bears. Today, the lodge is a blueprint for conservation-based, community-based tourism, with a string of successes under its belt: the surrounding rainforest is now protected from logging, bear hunting has been banned and the community has a steady income. It has also, they say, fuelled a cultural renaissance. “The lodge has created opportunities for young and old to thrive in their homelands, while educating people from around the world with our rich culture,” explains Roxanne Robinson, guest services manager at the lodge. Guests learn about Kitasoo/Xai’xais culture from the lodge staff and their guides on wildlife expeditions, kayaking tours and cultural visits, while younger community members drop by as part of the Súa Educational Foundation programme. “Súa means ‘thunder’ in our language, and they come to share stories, songs and dances with guests in our traditional big house,” says Robinson. Guests not only have an incredible experience, but they can also sleep easy knowing that their tourist dollars are doing good. Doing good, if reports are anything to go by, is something we all want to do more of. According to an American Express poll last year, 72% of travellers want to help boost tourism revenue in local economies. And the latest sustainability report by Booking.com showed that 73% of travellers would like to have authentic experiences that are representative of the local culture; 84% believe that preservation of cultural heritage is crucial; and 76% want to be sure that their economic impact is spread equally throughout society. So, being a responsible traveller is no longer just about protecting the environment or reducing our carbon footprints. It’s about how our tourist dollars can do good in the places we visit. It’s about communities. It’s taking the ‘buy local’ mantra — supporting your neighbourhood bookshop instead of buying on Amazon, say, or eating in a local restaurant instead of McDonald’s — and using it on your travels. When travelling, though, buying locally can be more nuanced. It could mean eating out in a local restaurant — but who owns the restaurant? Are the staff local but the profits going abroad? Does the restaurant support local producers and farmers, or are the ingredients imported? Is the attached gift shop a showcase of Indigenous craftsmanship, or are the souvenirs all made in China?  

It is, in other words, complicated. “Is it tourism that takes place in a community?” asks Dr Albert Kimbu, head of tourism and transport at the University of Surrey. “Or is it tourism that’s actively engaging and benefitting communities?” That’s the key. That’s the question we, as travellers, need to be asking. “My take on community-based tourism, or CBT,” explains Dr Kimbu, “is that it has to be by the community, for the community.” In other words, if a hotel or lodge takes guests to visit a local school, or to see a cultural dance in a local village, which might be taking place in the community — is the community genuinely benefitting? They might be getting paid, but it could also be straight-up cultural exploitation. Jamie Sweeting, CEO of Planeterra, the non-profit partner of G Adventures, which specialises in community tourism, agrees: “It needs to be owned, led and run by the communities themselves.” Why? “Because,” explains Dr Kimbu, “When communities become aware that what they have is a product that can be sold, then they have a stake in protecting it.” Take the Sabyinyo Silverback Lodge in Rwanda. The saleable product here is the mountain gorilla that inhabits Volcanoes National Park next door. Visitors will pay a high price to see them in the wild. Working with Sacola, a local non-profit, the idea of a lodge that’s 100%-owned and -run by the community was born, with all profits going back into social and economic projects, as well as conservation within the park. It’s worked a treat. Since opening in 2006, US$4m (£3m) has gone into community and conservation projects, while the gorilla population in the park now includes 10 different gorilla groups. So, the community recognised the financial benefits of their neighbouring gorillas and now benefit by protecting their environment. But CBT at its best goes way beyond employing locally. It means the community gets to decide how to protect the culture and environment on which it depends. So, the community benefits, the environment and local culture is safeguarded, and the resulting economic benefits stay within the community. Win-win-win. There are ripple effects, too. Spier, a wine estate in South Africa’s Stellenbosch region, has a Growing for Good programme, which includes mentoring and assisting local entrepreneurs to create businesses that can then be used by Spier. This has worked with a local laundry service, for example, as well as a taxi service used by its guests. And Fogo Island Inn in Newfoundland, Canada is all about the ripple effects, having been created entirely for the benefit of the local community. This 29-room luxury inn was built by local philanthropist Zita Cobb through her Shorefast Foundation, and 100% of operating surpluses are reinvested in the community — a community that was in dire straits just a decade ago, thanks to the collapse of the global cod market.  

Power in partnership

Sabyinyo, Spier and Fogo are examples of when it works. When it doesn’t work, community involvement is nothing short of exploitation. As Amanda Ho, the co-founder of Regenerative Travel, puts it: “In many cases, what we’ve seen is communities around the world angry that their health, wellbeing, and priorities are not being recognised or respected by tourism.” Jamie Sweeting tells me about a particular lodge in Botswana — he won’t name names — which was ‘talking the talk’ about working with the Indigenous San. “The website was shouting about empowering the local community,” he says. But when Planeterra did some digging, it found that while the San were used to put on cultural shows at the lodge, they were earning below the living wage and staying in poor accommodation with barely enough food. Planeterra worked with the local San people to promote and upskill the community-owned Dqae Qare San Lodge nearby, helping them gain direct access to the same markets the other lodge was benefitting from.  

“Community-based tourism can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip” Francisca Kellett

That lack of access to market — and the lack of the knowledge, skills and infrastructure needed to run a successful travel business — is key. As Justin Francis of Responsible Travel puts it: “Being able to access the distribution chains of the tourism industry — to get guests through the doors — is difficult without the partnership of an established tour operator.” When CBT first appeared around 20-25 years ago, he says, NGOs and donors would pitch up at communities, build beautiful ecolodges, but allow the communities very little say — and then fail to provide the training, infrastructure and business know-how to lead to any kind of success.  

Having a voice, Francis says, is key where elected community representatives participate in the decision making: “The driving force behind successful CBT projects is local people setting the terms. It’s about them making informed decisions around how tourism develops.” In the case of the Ccaccaccollo Women’s Weaving Cooperative in Peru’s Sacred Valley, it was three women that had that voice. “When they first came to us, only a handful could do traditional Inca weaving,” Sweeting says. Led by those women, Planeterra assisted with training, infrastructure and marketing, and the co-op has boomed, now owned and run by more than 65 individuals, with an attached homestay attracting overnight visitors. CBT can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip. Dreamcatchers, a tour operator in South Africa, recognised this over 30 years ago, and helped launch a range of CBT enterprises including ‘Kammama’, a selection of nationwide, women-run homestays and experiences, from cooking courses in Soweto to an overnight stay with a family in the Cape Winelands. In the case of Ccaccaccollo, the ripple effect has been a huge uptick in education in the community: all the women involved are now fully literate in Spanish, the first generation to achieve this locally, and most have children in tertiary education — another first. “And there has been an uplift in the pride in their culture. They’re embracing it. They can see that people from dozens of countries travel to visit them because they have something special to offer,” says Sweeting. That special offering is what’s in it for us. “For travellers, CBT offers a genuinely authentic experience and insight into local life,” says Zina Bencheikh, at Intrepid Travel. “Travellers are welcomed into a community and have the chance to immerse themselves.” Intrepid now aims to bring a degree of CBT into many of its sustainable, small-group adventure tours. “Our clients often talk about our CBT experiences as one of the unexpected highlights of their trip,” says Bencheikh. So how do we spot the good guys? How do we know whether a lodge or restaurant or experience that claims to benefit a community genuinely is?   “Ask questions,” says Dr Kimbu. “Have a discussion with those organising your trip.” Bencheikh agrees. “Do your research. Before you visit, ask questions about how the project is run and where the money goes from your visit.” Travelling with a trusted tour operator is also sensible, as is looking out for any certification programmes such as B Corp. Covid-19, of course, has had a dreadful impact on CBT. Planeterra recently launched the Global Community Tourism Network, providing online training, promotion and marketing, to help organisations prepare for when tourists come back. “Many communities don’t have internet or phone access,” explains Sweeting. “So, we also have 16 strategic partnerships, mostly local non-profits with their own network. Our reach is now more than 800 community tourism enterprises in 75 countries.” On the flipside, Covid-19 has also changed how we want to travel. “There’s been a definite shift, with more travellers wanting to find purpose in their trips,” says Sweeting. “We need to take advantage of that. When you’re able to experience something owned and run by a community, it’s much more rewarding, and a more equitable experience for the host and the guest.” As Dr Kimbu puts it, “CBT has a sense of fairness and justice.” It’s that sense of fairness and justice that’s been behind the success of Spirit Bear Lodge for more than 20 years and one that the community hopes will last for generations. “I do hope that my children and future children continue with Spirit Bear Lodge,” Robinson tells me. “Seeing the growth in this company has been amazing. It’s a great way to learn and grow and thrive in our homelands.” You can’t say fairer than that.  

Published in the   May 2022   issue of   National Geographic Traveller (UK)

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Rethinking tourism so the locals actually benefit from hosting visitors

Senior Lecturer in Tourism Management, University of South Australia

Disclosure statement

Freya Higgins-Desbiolles has received grant funding in the past from a number of organisations, including the Cooperative Research Council for Sustainable Tourism, Le Cordon Bleu Australia, the Toda Peace Institute and the Canadian Social Sciences and Humanities Research Council. She has declared no conflict of interest arising from such funding affecting the content or the views expressed in this article. Freya is affiliated with a number of scholarly and advocacy bodies concerned with tourism, including the Tourism Alert and Action Forum. She acknowledges her co-authors of the "Degrowing tourism: Rethinking tourism research paper, Dr Sandro Carnicelli of the University of Western Scotland, Dr Chris Krolikowski of the University of South Australia, Dr Gayathri Wijesinghe of the University of South Australia and Dr Karla Boluk of the University of Waterloo.

University of South Australia provides funding as a member of The Conversation AU.

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Tourism today has a problem and needs an entire rethink. Pundits are debating overtourism , peak tourism and tourismphobia . Cities such as Barcelona , Venice and Dubrovnik are witnessing a backlash against imposed forms of tourism.

In response, new tactics have been tried, ranging from tourist “police” and tourist taxes to entry fees and crowd control . Cities are having to rethink their engagement with tourism if they want to keep the locals from rioting .

Read more: Tourists behaving badly are a threat to global tourism, and the industry is partly to blame

Fundamental concerns are being raised. If tourism is to have a sustainable future, we need to reorient our focus and put the well-being and interests of local residents at the forefront.

Understanding tourism

Tourism is typically understood from two angles. On the one hand, the focus is on the tourists and the nature of their motivations and demand, in the hope of enticing more. On the other is the business side, focused on developing products and services to provide to tourists.

The industry seeks to grow tourism for profits. Governments support the industry for the jobs and revenues it provides. The result has been a relentless growth in tourism in forms that locals have often not appreciated.

Developments like Airbnb are placing tourists in the heart of local neighbourhoods , disrupting the rhythms of daily life. Events are imposed on communities , driving out locals or blighting their quality of life. A case in point is the Newcastle 500 Supercars event, which some locals claim has harmed local businesses and disrupted residents’ lives.

Public assets like the Adelaide Parklands and Australian national parks and World Heritage areas are being commercialised and privatised for tourism developments.

Read more: From Kangaroo Island to the Great Barrier Reef, the paradox that is luxury ecotourism

Shifting the focus to the local community

We could create a different future for tourism if it was reoriented to be centred on the local community. Our recently published research paper redefined tourism as:

The process of local communities inviting, receiving and hosting visitors in their local community, for a limited time duration, with the intention of receiving benefits from such actions.

Such forms of tourism may be offered by commercial businesses or made possible by non-profit organisations. But in this restructure of tourism, tourism operators would be allowed access to the local community’s assets only under their authorisation and stewardship.

The seeds of such a transition to more sustainable forms of tourism are already growing.

Respect and fairness go a long way

Venice provides a good example. In 2017, the authorities launched a #EnjoyRespectVenezia campaign to overcome problems of poor tourist behaviour.

In 2019, Venetian authorities have gone even further by introducing an entry fee this year and, later, a booking system . Mayor Luigi Brugnaro said:

We intend to guarantee a better liveability for citizens and, above all, for the residents.

Read more: Cruise lines promise big payouts, but the tourist money stays at sea

But local communities and organisations are not waiting for authorities to act. Community activists are organising to take control of tourism for themselves.

A grassroots initiative from Amsterdam and Venice has resulted in Fairbnb . It’s a social cooperative designed to challenge the damaging and disruptive model of Airbnb. The new platform “provides a community-centred alternative to current vacation rental platforms that prioritises people over profit and offers the potential for authentic, sustainable and intimate travel experiences”.

Like Airbnb, Fairbnb offers a platform to book vacation rentals. The difference is that 50% of revenues will be directed to local community projects. It also has a “one host, one home” policy – only one property on the market for each host – to limit negative impacts on local residential housing markets.

Meanwhile in Australia …

Australia does not have the same level of overtourism that places in Europe are suffering. But pressures are building right around the country from Byron Bay and the Great Ocean Road to our bigger cities like Sydney and Melbourne. Locals are complaining about housing affordability, congested roads and badly behaved tourists.

Read more: Why Australia might be at risk of 'overtourism'

Australia would benefit from strategies to reorient tourism to local well-being and control. Some promising examples already exist.

Lirrwi Tourism in Arnhem Land, Northern Territory, stands out. The Yolngu Aboriginal operators have embraced tourism access but only under a visionary set of guiding principles . These declare “Yolngu have a responsibility to care for country” and “Tourism should never control what happens on country”. It’s an example of tourism on the local community’s terms.

Melbourne’s laneways strategy has demonstrated one way CBD revitalisation, resident well-being and visitor experiences can be brought together for great outcomes.

Tourists can play their part by meeting local communities halfway. In a resource-constrained world the pleasures of tourism must be balanced with some basic responsibilities.

Tourists must gain some basic understanding of local living conditions and shape their travel plans accordingly. The focus must be to give locals the maximum benefits from the visit with the minimum negative impacts. The recent campaign “Helpful or harmful: what sort of traveller are you?” provides a place to start.

The long-term sustainability of tourism depends on ensuring visitors do not wear out their welcome. Reorienting tourism to enhance local well-being is the way forward.

• Arnhem Land
• Cities & Policy
• local communities
• Overtourism

Stephen Knight Lecturer in Medieval Literature

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The future of tourism: Bridging the labor gap, enhancing customer experience

As travel resumes and builds momentum, it’s becoming clear that tourism is resilient—there is an enduring desire to travel. Against all odds, international tourism rebounded in 2022: visitor numbers to Europe and the Middle East climbed to around 80 percent of 2019 levels, and the Americas recovered about 65 percent of prepandemic visitors 1 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. —a number made more significant because it was reached without travelers from China, which had the world’s largest outbound travel market before the pandemic. 2 “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Recovery and growth are likely to continue. According to estimates from the World Tourism Organization (UNWTO) for 2023, international tourist arrivals could reach 80 to 95 percent of prepandemic levels depending on the extent of the economic slowdown, travel recovery in Asia–Pacific, and geopolitical tensions, among other factors. 3 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. Similarly, the World Travel & Tourism Council (WTTC) forecasts that by the end of 2023, nearly half of the 185 countries in which the organization conducts research will have either recovered to prepandemic levels or be within 95 percent of full recovery. 4 “Global travel and tourism catapults into 2023 says WTTC,” World Travel & Tourism Council (WTTC), April 26, 2023.

Longer-term forecasts also point to optimism for the decade ahead. Travel and tourism GDP is predicted to grow, on average, at 5.8 percent a year between 2022 and 2032, outpacing the growth of the overall economy at an expected 2.7 percent a year. 5 Travel & Tourism economic impact 2022 , WTTC, August 2022.

So, is it all systems go for travel and tourism? Not really. The industry continues to face a prolonged and widespread labor shortage. After losing 62 million travel and tourism jobs in 2020, labor supply and demand remain out of balance. 6 “WTTC research reveals Travel & Tourism’s slow recovery is hitting jobs and growth worldwide,” World Travel & Tourism Council, October 6, 2021. Today, in the European Union, 11 percent of tourism jobs are likely to go unfilled; in the United States, that figure is 7 percent. 7 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022.

There has been an exodus of tourism staff, particularly from customer-facing roles, to other sectors, and there is no sign that the industry will be able to bring all these people back. 8 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022. Hotels, restaurants, cruises, airports, and airlines face staff shortages that can translate into operational, reputational, and financial difficulties. If unaddressed, these shortages may constrain the industry’s growth trajectory.

The current labor shortage may have its roots in factors related to the nature of work in the industry. Chronic workplace challenges, coupled with the effects of COVID-19, have culminated in an industry struggling to rebuild its workforce. Generally, tourism-related jobs are largely informal, partly due to high seasonality and weak regulation. And conditions such as excessively long working hours, low wages, a high turnover rate, and a lack of social protection tend to be most pronounced in an informal economy. Additionally, shift work, night work, and temporary or part-time employment are common in tourism.

The industry may need to revisit some fundamentals to build a far more sustainable future: either make the industry more attractive to talent (and put conditions in place to retain staff for longer periods) or improve products, services, and processes so that they complement existing staffing needs or solve existing pain points.

One solution could be to build a workforce with the mix of digital and interpersonal skills needed to keep up with travelers’ fast-changing requirements. The industry could make the most of available technology to provide customers with a digitally enhanced experience, resolve staff shortages, and improve working conditions.

Would you like to learn more about our Travel, Logistics & Infrastructure Practice ?

Complementing concierges with chatbots.

The pace of technological change has redefined customer expectations. Technology-driven services are often at customers’ fingertips, with no queues or waiting times. By contrast, the airport and airline disruption widely reported in the press over the summer of 2022 points to customers not receiving this same level of digital innovation when traveling.

Imagine the following travel experience: it’s 2035 and you start your long-awaited honeymoon to a tropical island. A virtual tour operator and a destination travel specialist booked your trip for you; you connected via videoconference to make your plans. Your itinerary was chosen with the support of generative AI , which analyzed your preferences, recommended personalized travel packages, and made real-time adjustments based on your feedback.

Before leaving home, you check in online and QR code your luggage. You travel to the airport by self-driving cab. After dropping off your luggage at the self-service counter, you pass through security and the biometric check. You access the premier lounge with the QR code on the airline’s loyalty card and help yourself to a glass of wine and a sandwich. After your flight, a prebooked, self-driving cab takes you to the resort. No need to check in—that was completed online ahead of time (including picking your room and making sure that the hotel’s virtual concierge arranged for red roses and a bottle of champagne to be delivered).

While your luggage is brought to the room by a baggage robot, your personal digital concierge presents the honeymoon itinerary with all the requested bookings. For the romantic dinner on the first night, you order your food via the restaurant app on the table and settle the bill likewise. So far, you’ve had very little human interaction. But at dinner, the sommelier chats with you in person about the wine. The next day, your sightseeing is made easier by the hotel app and digital guide—and you don’t get lost! With the aid of holographic technology, the virtual tour guide brings historical figures to life and takes your sightseeing experience to a whole new level. Then, as arranged, a local citizen meets you and takes you to their home to enjoy a local family dinner. The trip is seamless, there are no holdups or snags.

This scenario features less human interaction than a traditional trip—but it flows smoothly due to the underlying technology. The human interactions that do take place are authentic, meaningful, and add a special touch to the experience. This may be a far-fetched example, but the essence of the scenario is clear: use technology to ease typical travel pain points such as queues, misunderstandings, or misinformation, and elevate the quality of human interaction.

Travel with less human interaction may be considered a disruptive idea, as many travelers rely on and enjoy the human connection, the “service with a smile.” This will always be the case, but perhaps the time is right to think about bringing a digital experience into the mix. The industry may not need to depend exclusively on human beings to serve its customers. Perhaps the future of travel is physical, but digitally enhanced (and with a smile!).

Digital solutions are on the rise and can help bridge the labor gap

Digital innovation is improving customer experience across multiple industries. Car-sharing apps have overcome service-counter waiting times and endless paperwork that travelers traditionally had to cope with when renting a car. The same applies to time-consuming hotel check-in, check-out, and payment processes that can annoy weary customers. These pain points can be removed. For instance, in China, the Huazhu Hotels Group installed self-check-in kiosks that enable guests to check in or out in under 30 seconds. 9 “Huazhu Group targets lifestyle market opportunities,” ChinaTravelNews, May 27, 2021.

Technology meets hospitality

In 2019, Alibaba opened its FlyZoo Hotel in Huangzhou, described as a “290-room ultra-modern boutique, where technology meets hospitality.” 1 “Chinese e-commerce giant Alibaba has a hotel run almost entirely by robots that can serve food and fetch toiletries—take a look inside,” Business Insider, October 21, 2019; “FlyZoo Hotel: The hotel of the future or just more technology hype?,” Hotel Technology News, March 2019. The hotel was the first of its kind that instead of relying on traditional check-in and key card processes, allowed guests to manage reservations and make payments entirely from a mobile app, to check-in using self-service kiosks, and enter their rooms using facial-recognition technology.

The hotel is run almost entirely by robots that serve food and fetch toiletries and other sundries as needed. Each guest room has a voice-activated smart assistant to help guests with a variety of tasks, from adjusting the temperature, lights, curtains, and the TV to playing music and answering simple questions about the hotel and surroundings.

The hotel was developed by the company’s online travel platform, Fliggy, in tandem with Alibaba’s AI Labs and Alibaba Cloud technology with the goal of “leveraging cutting-edge tech to help transform the hospitality industry, one that keeps the sector current with the digital era we’re living in,” according to the company.

Adoption of some digitally enhanced services was accelerated during the pandemic in the quest for safer, contactless solutions. During the Winter Olympics in Beijing, a restaurant designed to keep physical contact to a minimum used a track system on the ceiling to deliver meals directly from the kitchen to the table. 10 “This Beijing Winter Games restaurant uses ceiling-based tracks,” Trendhunter, January 26, 2022. Customers around the world have become familiar with restaurants using apps to display menus, take orders, and accept payment, as well as hotels using robots to deliver luggage and room service (see sidebar “Technology meets hospitality”). Similarly, theme parks, cinemas, stadiums, and concert halls are deploying digital solutions such as facial recognition to optimize entrance control. Shanghai Disneyland, for example, offers annual pass holders the option to choose facial recognition to facilitate park entry. 11 “Facial recognition park entry,” Shanghai Disney Resort website.

Automation and digitization can also free up staff from attending to repetitive functions that could be handled more efficiently via an app and instead reserve the human touch for roles where staff can add the most value. For instance, technology can help customer-facing staff to provide a more personalized service. By accessing data analytics, frontline staff can have guests’ details and preferences at their fingertips. A trainee can become an experienced concierge in a short time, with the help of technology.

Apps and in-room tech: Unused market potential

According to Skift Research calculations, total revenue generated by guest apps and in-room technology in 2019 was approximately $293 million, including proprietary apps by hotel brands as well as third-party vendors. 1 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. The relatively low market penetration rate of this kind of tech points to around $2.4 billion in untapped revenue potential (exhibit).

Even though guest-facing technology is available—the kind that can facilitate contactless interactions and offer travelers convenience and personalized service—the industry is only beginning to explore its potential. A report by Skift Research shows that the hotel industry, in particular, has not tapped into tech’s potential. Only 11 percent of hotels and 25 percent of hotel rooms worldwide are supported by a hotel app or use in-room technology, and only 3 percent of hotels offer keyless entry. 12 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. Of the five types of technology examined (guest apps and in-room tech; virtual concierge; guest messaging and chatbots; digital check-in and kiosks; and keyless entry), all have relatively low market-penetration rates (see sidebar “Apps and in-room tech: Unused market potential”).

While apps, digitization, and new technology may be the answer to offering better customer experience, there is also the possibility that tourism may face competition from technological advances, particularly virtual experiences. Museums, attractions, and historical sites can be made interactive and, in some cases, more lifelike, through AR/VR technology that can enhance the physical travel experience by reconstructing historical places or events.

Up until now, tourism, arguably, was one of a few sectors that could not easily be replaced by tech. It was not possible to replicate the physical experience of traveling to another place. With the emerging metaverse , this might change. Travelers could potentially enjoy an event or experience from their sofa without any logistical snags, and without the commitment to traveling to another country for any length of time. For example, Google offers virtual tours of the Pyramids of Meroë in Sudan via an immersive online experience available in a range of languages. 13 Mariam Khaled Dabboussi, “Step into the Meroë pyramids with Google,” Google, May 17, 2022. And a crypto banking group, The BCB Group, has created a metaverse city that includes representations of some of the most visited destinations in the world, such as the Great Wall of China and the Statue of Liberty. According to BCB, the total cost of flights, transfers, and entry for all these landmarks would come to $7,600—while a virtual trip would cost just over $2. 14 “What impact can the Metaverse have on the travel industry?,” Middle East Economy, July 29, 2022.

The metaverse holds potential for business travel, too—the meeting, incentives, conferences, and exhibitions (MICE) sector in particular. Participants could take part in activities in the same immersive space while connecting from anywhere, dramatically reducing travel, venue, catering, and other costs. 15 “ Tourism in the metaverse: Can travel go virtual? ,” McKinsey, May 4, 2023.

The allure and convenience of such digital experiences make offering seamless, customer-centric travel and tourism in the real world all the more pressing.

Three innovations to solve hotel staffing shortages

Is the future contactless.

Given the advances in technology, and the many digital innovations and applications that already exist, there is potential for businesses across the travel and tourism spectrum to cope with labor shortages while improving customer experience. Process automation and digitization can also add to process efficiency. Taken together, a combination of outsourcing, remote work, and digital solutions can help to retain existing staff and reduce dependency on roles that employers are struggling to fill (exhibit).

Depending on the customer service approach and direct contact need, we estimate that the travel and tourism industry would be able to cope with a structural labor shortage of around 10 to 15 percent in the long run by operating more flexibly and increasing digital and automated efficiency—while offering the remaining staff an improved total work package.

Outsourcing and remote work could also help resolve the labor shortage

While COVID-19 pushed organizations in a wide variety of sectors to embrace remote work, there are many hospitality roles that rely on direct physical services that cannot be performed remotely, such as laundry, cleaning, maintenance, and facility management. If faced with staff shortages, these roles could be outsourced to third-party professional service providers, and existing staff could be reskilled to take up new positions.

In McKinsey’s experience, the total service cost of this type of work in a typical hotel can make up 10 percent of total operating costs. Most often, these roles are not guest facing. A professional and digital-based solution might become an integrated part of a third-party service for hotels looking to outsource this type of work.

One of the lessons learned in the aftermath of COVID-19 is that many tourism employees moved to similar positions in other sectors because they were disillusioned by working conditions in the industry . Specialist multisector companies have been able to shuffle their staff away from tourism to other sectors that offer steady employment or more regular working hours compared with the long hours and seasonal nature of work in tourism.

The remaining travel and tourism staff may be looking for more flexibility or the option to work from home. This can be an effective solution for retaining employees. For example, a travel agent with specific destination expertise could work from home or be consulted on an needs basis.

In instances where remote work or outsourcing is not viable, there are other solutions that the hospitality industry can explore to improve operational effectiveness as well as employee satisfaction. A more agile staffing model  can better match available labor with peaks and troughs in daily, or even hourly, demand. This could involve combining similar roles or cross-training staff so that they can switch roles. Redesigned roles could potentially improve employee satisfaction by empowering staff to explore new career paths within the hotel’s operations. Combined roles build skills across disciplines—for example, supporting a housekeeper to train and become proficient in other maintenance areas, or a front-desk associate to build managerial skills.

Where management or ownership is shared across properties, roles could be staffed to cover a network of sites, rather than individual hotels. By applying a combination of these approaches, hotels could reduce the number of staff hours needed to keep operations running at the same standard. 16 “ Three innovations to solve hotel staffing shortages ,” McKinsey, April 3, 2023.

Taken together, operational adjustments combined with greater use of technology could provide the tourism industry with a way of overcoming staffing challenges and giving customers the seamless digitally enhanced experiences they expect in other aspects of daily life.

In an industry facing a labor shortage, there are opportunities for tech innovations that can help travel and tourism businesses do more with less, while ensuring that remaining staff are engaged and motivated to stay in the industry. For travelers, this could mean fewer friendly faces, but more meaningful experiences and interactions.

Urs Binggeli is a senior expert in McKinsey’s Zurich office, Zi Chen is a capabilities and insights specialist in the Shanghai office, Steffen Köpke is a capabilities and insights expert in the Düsseldorf office, and Jackey Yu is a partner in the Hong Kong office.

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Why Supporting Local Tourism is More Important Than Ever Before

I have been avoiding writing about this topic explicitly, but it would be insincere to not address the pandemic in the room. I believe that as a travel writer that I have a responsibility to share not only the best travel tips and destinations but to inform my readers about current policies, trends, or world events that influence travel.

Let me be very clear, I am not advocating for international travel at this time. If anything I am advocating for the exact opposite.

It is best practice to receive your information about the current travel policies of your locale via official sources. If where you live is not allowing any non-essential movement then do please respect these restrictions. Also, be mindful to comply with keeping distance between non-household members and wearing the necessary protective equipment.

Table of Contents

The Impact of COVID-19 on the Tourism Industry

It is no secret that the travel industry has been hit, and hit hard. I have seen friends and colleagues lose their businesses overnight. Many of my projects scheduled for this year are indefinitely postponed, and I lost my office space in the center of Ljubljana.

It isn’t just the small businesses that are suffering. Some of the biggest names in travel have been hit, too. Lonely Planet closed offices in Melbourne and London, Flybe went bankrupt in March, TripAdvisor laid off 25% of workers last week, and Airbnb laid off 25% of staff just this week and

According to the UNWTO (World Tourism Organization), 100% of destinations now have restrictions in place. Whether you realize it or not, that is significant. Tourism accounts for 10% of the global GDP . In the US, tourism generates $2.6 trillion in economic output and supports 15.8 million jobs. When faced with unemployment numbers over 30 million, you can’t help but assume half of those jobs also support tourism.

The UNWTO estimates that global international tourists’ arrivals will decrease 20-30% in 2020 for a potential loss of $30-50 billion (USD) . It is estimated that over 75 million jobs in tourism are at risk, the highest risk being in Asia. The numbers are not comforting. Jobs continue to be lost, travel remains to be suspended, and trips left untraveled.

Forecasting the Future of Travel

With grim data being broadcasted every day there are spaces where some of us are having discussions about the future of travel. There are discussions about what travel will look like in the immediate future through to a post-COVID-19 world.

Some experts are claiming that at the beginning people will choose road trips over plane travel. I can tell you that I have no plans to jump on a plane or train at the moment. When we begin to use these modes of transportation again there will be a shift to using disinfectants, limiting the number of passengers, or even be required to wear a mask.

Active and adventure-style travel will probably play a major role in the coming months as most activities are outside in nature. But on the other hand, doing activities like canyoning or wall climbing or anything that requires shared or rented equipment will need protocols for disinfecting and minimizing the risk of spreading diseases.

There are also discussions about intentional and sustainable travel . It makes sense because these conversations had already begun prior, but you see a global shift and desire for more immersive and meaningful experiences . People want their money to go to the right place and their time to be spent well.

In the meantime, some of us in the industry are attempting to adapt. You might have noticed a few hashtags popping up across social media such as # TravelTomorrow or # ThankstoTravel . As tourism boards are encouraging travelers “Don’t cancel, postpone!” or “Visit Later” in an attempt to encourage those travelers to keep their planned trips, just postponed to a safer date . I think this is a great option if you have the possibility. Some airlines and hotels are accommodating the situation, while others have not .

Travel bloggers are attempting to salvage their views shifting content from itineraries to virtual tourism . Some companies are offering virtual degustations or even at-home virtual travel experiences .

The truth? We have no idea what will happen.

Everything is speculation .

Before this pandemic, the travel industry was concerned with over-tourism . The industry was ready for a shift and it needed it. Travel was quickly becoming very unsustainable as dirt-cheap flights could transport you across Europe for a few days. Cities like Venice and Barcelona were becoming unlivable for locals. In Slovenia, some days locals in Bled were asked not to drive because there were too many tourists.

Read | How To Travel More Sustainably?

We know that travel is forever changed.

Now we are presented with a moment to do things better.

Is Local Tourism the Answer?

That depends on who you ask. Some countries completely rely on foreign visitors to sustain their livelihoods. In the Maldives, tourism accounts for 28% of their GDP, in Slovenia, it is around 10%, but in the US it is only around 2.4%. That is a huge difference between countries.

If we might not be able to travel internationally until 2021 or later then what is the solution?

Travel local. Support local tourism so that they will be there when the flights take off again. These are the people who will (for some) represent your home and culture. Supporting local travel – wherever you go – is sustainable travel . If you are passionate about locations abroad check to see if you can buy any products, food, or gift vouchers to continue to support those businesses.

So maybe I should be shouting “Support Local!” rather than “Travel Local!” but I feel like travel gets left out of the former’s rhetoric. It is hard to imagine local travel but I want to reiterate that I am referring to either traveling locally or supporting local businesses while you travel.

Supporting local businesses helps with something called leakage . This refers to the revenue that is lost once it goes to a foreign-owned business. This can be a hotel, restaurant, or even a tour company. If the company is foreign-based that directly influences where the revenue and taxes of that company go.

In some places, this is a very serious issue that is negatively affecting local populations who are being used to support these businesses.  I have good news though! There is something amazing that happens when you decide to support local businesses.

The Local Multiplier Effect

There is this concept in economics called the local multiplier effect. It refers to the additional economic benefits when money is spent locally . It has been documented that a higher percentage of that money will be recirculated in the community. This can be directly through hiring local employees or purchasing local equipment or indirectly if that money is spent at another local business. The third way that the money is recirculated is via employees when they spend their money locally.

A study compared chain stores versus independent ones and the results were shocking. A chain store will recirculate, on average, only 13.6% of revenue while the independent locally-owned stores average 48%.

Independent retailers are returning three times as much to the community compared to chain stores .

Aside from more money circulating locally, other studies show that local businesses contribute to greater income growth, more jobs , fewer inequalities , and less strain on public subsidies that large corporations often benefit from.

And it is not just an economic return that should be the goal of supporting local. A very important benefit is the deep connection that a locally-owned business will have with the local community. Research shows that a business can influence the well being of a community, contribute to the social capital, and increase population health (Blanchard et al 2011).

There is evidence that the local population is more likely to be civically involved and vote when their community is predominantly locally-owned small businesses.

Supporting locally-owned businesses improves the entire community’s wellbeing. If you take a look at the UN Sustainable Development Goals (SDGs) for tourism you will notice that supporting local improves almost every goal on the list.

Tourism is a powerful tool for bringing people out of poverty and environmental conservation. Across the world, it is documented that tourism is bringing jobs, especially to rural areas, minorities, and women. It raises awareness for environmental and animal issues and fosters tolerance and understanding between different cultures.

How to Be a Tourist at Home

Being a tourist at home does not have to be dull or boring. I guarantee for most people there is at least one if not more activities that you never experienced in your area.

Last fall I visited my hometown and since I haven’t lived there in well over 10 years I didn’t exactly know a lot of people. Left to entertain myself, I went to Google and literally typed “things to do in Scranton” and “sightseeing in Scranton” just like when I visit a new place. I sat there in my hotel room in shock as I never did any of these things.

The next day I set off to Scranton to visit the Electric Trolly Museum and the Steamtown Historical Site. I even rode on an original electric trolly from 93 years ago on a route that ceased operation in 1954.

I had a great time there and learned about myself, my culture, and my ancestors. I was sharing my experiences via Instagram stories and was shocked at the number of people in the area who never even knew the museum was there!

Here is my call to action. Once it is safe to do so, plan one local outing being a tourist in your town. Just try it once. If you don’t know where to start about how to find local things to do or see, message me and I will personally give you a few ideas or direct you to someone who can.

Read | 8 Reasons Why You Should Travel Locally & Ideas for Your Next Adventure

Here are a few ideas to get you started:

• Try a local restaurant that makes traditional food
• Try a local restaurant that makes a cuisine you never tried
• Visit a different cafe than your usual
• Browse local hashtags and location tags on Instagram
• Follow travel bloggers focusing on your town, region, or country
• Volunteer with a local organization
• Take a local walking tour
• Take a tour through a local food producer
• Visit a local museum
• Visit a local artisan (glass blowing, lacemaking, ceramics)
• Visit your local historical society
• Plan a themed road trip (see local highlights, find the best donut, only places starting with S, etc)
• Buy a travel guide to your region/state/country and do activities from it
• Spend a weekend in a local hotel (romantic, girls weekend, etc)

Satisfy your wanderlust by exploring your region. You might be surprised at what you find. Shifting your mindset to recognize the importance and value of supporting local at home and abroad will help support a more sustainable world for everyone.

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Thank you for reading!

Thank you as always for taking a moment to read Wandering Helene. Traveling and supporting local is a topic I am very passionate about and a philosophy that guides my adventures. I would love to hear your thought on the topic below and do please feel free to reach out if you need any advice to get started. -Helene

ADDITIONAL SOURCES:

These are sources that were not able to be linked above but were read in preparation for this article.

Blanchard, Troy C., Charles Tolbert, and Carson Mencken, Cambridge Journal of Regions, Economy, and Society. ( 2011).

Blanchard, Troy C., and Todd L. Matthews. The Configuration of Local Economic Power and Civic Participation in the Global Economy. Social Forces . (2006).

Blanchard, Troy C., Charles Tolbert, and Carson Mencken. The health and wealth of US counties: how the small business environment impacts alternative measures of development.  Cambridge Journal of Regions, Economy, and Society . (2012).

Patel, Maine Amar and Garret Martin. Going Local Quantifying the Economic Impacts of Buying from Locally Owned Businesses in Portland, Maine. Maine Center for Economic Policy . (2011).

2 thoughts on “Why Supporting Local Tourism is More Important Than Ever Before”

Having everything shut down due to pandemic situation, I started exploring the unexplored sides near my hometown. To my surprise, I realized I had been missing gems in the glare of commercial tourism that I had been doing so far. Traveling local supports the local people and community.

The global tourism industry has been significantly impacted by the COVID-19 pandemic. There has been a significant drop in tourism activities as a result of travel restrictions, border closures, and virus fear. Travel agencies, lodging facilities, airlines, and other associated companies have suffered significant financial setbacks. Millions of jobs have been lost, particularly in nations where tourism is a major industry. Particularly hard hit are destinations that depend largely on foreign tourists. But innovation has also been spurred by the crisis; virtual tours and eco-friendly travel are becoming more popular. There is hope for recovery as long as vaccination campaigns continue, but the long-term effects are still unknown.

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• Sep 16, 2021

What does 'local' really mean? 5 tips to ensure local tourism is genuine.

by JoAnna Haugen

The tourism industry has been turning away from a mass tourism model toward a more locally focused one.

Yet this surge in interest is also paired with uncertainty: What does “local” even mean? How transparent should companies be about who, specifically, benefits from community-based experiences? And, what can companies do to ensure they’re not just “local-washing” their offerings in an effort to fit in?

Experts who have worked in this space far longer than this travel trend weigh in.

1. Focus on one thing at a time

Shifting toward a legitimate locally focused model is a big step and may require changing everything from content to partnerships. Choose one area your company can focus on and go from there. This might mean recruiting diverse local guides or re-evaluating the impact of your supply chain. “We should not put pressure on businesses to nail all of these areas, but instead should encourage all businesses to tackle what they can now,” said Zakia Moulaoui Guery , founder and CEO of Invisible Cities .

2. Establish relationships to create beneficial experiences

Tourism has a bad habit of catering to travellers, often to the detriment of local peoples’ needs and desires. Before creating or marketing anything “local,” take the time to listen and learn about what they want — if anything at all.

“It is as simple as asking the locals in any destination how they want to interact with tourism. What parts of their culture do they want to showcase?” said Evie Ndhlovu , Planeterra’s program manager for Europe, Africa, and the Middle East. “Take action to make sure tourism works for them, not just the travellers.”

3. Include locally owned products and services throughout an itinerary

Maximise financial impact by tapping into local suppliers across an itinerary. Integrate locally owned dining, accommodations, shopping, transportation, and activities.

This approach also introduces travellers to many perspectives of a destination. “A local meal will allow travellers to experience the tastes of a destination, while experiences like hikes and walks will give travellers the chance to see the destination through the eyes of those who live there,” Ndhlovu said.

4. Think beyond tourism

Locally focused travel should benefit far more than the people travellers come in contact with, and it needs to support communities beyond tourism. Invisible Cities, for example, supports training for its guides so they learn transferrable skills that can be used to gain employment and other opportunities in other companies and organisations.

Women, in particular, should benefit financially. According to the World Bank , women reinvest 90% of their income back into their families and communities, creating a compounding positive impact.

5. Benefit local communities by default, because it’s the right thing to do

Long after folks are talking about something else, tour companies should still support and centre local people and needs.

“I see a lot of companies using slogans such as ‘good for the community’ or ‘benefitting locals’ when actually they simply have practices in place that should exist anyway,” Guery said. “I don’t believe we should promote the fact we pay people decently or treat them with respect as unique selling points when this is what we should be doing, no matter what business we are in.”

About the Author

JoAnna Haugen is an award winning writer, speaker, and solutions advocate who has worked in the travel and tourism industry for almost 15 years.

She is also founder of Rooted , a solutions platform at the intersection of sustainable tourism, social impact, and storytelling. A returned U.S. Peace Corps volunteer, international election observer, and intrepid traveler, JoAnna is always on the hunt for her next great adventure. Follow her on Twitter , Instagram , and LinkedIn .

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How to travel locally: the ultimate guide to local tourism

Local tourism is really gaining momentum these days – and for good reason. From the minimal environmental impact to the low-budget opportunities, it comes with a lot of benefits. Ready to travel locally on your next trip? Read this article to learn how!

Before you select the hottest new destination for your vacation, consider all of the beautiful options that are available to you locally .

Yes, driving two hours may not be as glamorous as a 12-hour flight to Southeast Asia, but there are many benefits to local travel that just aren’t available at popular tourist destinations.

From a decrease in cost to a minimal environmental impact, traveling locally just might be the answer you’ve been looking for.

But how to travel locally? And why ?

Read on to learn about all the ways local travel might work for you.

What is local travel?

Local travel is simply small-scale travel. It’s when you don’t go too far from home and spend one or a few days visiting local destinations and hidden gems. You might drive an hour or two away, hop on a train, or even be a tourist in your own city.

When people imagine travel, they often think of far-flung adventures, where the journey is just as important as the destination. And that’s certainly a great way to travel – but it’s not the only one out there. Think you’ve seen it all in your area ? This is exactly how you miss out on great experiences !

Although the terms are often considered synonyms, local travel is not exactly the same as domestic travel . Think of all the massive countries out there – a family from New York traveling to California are not local travelers just because they’re staying in the same country.

But local travel can definitely be international , especially in places like Europe where countries are so close to each other and public transportation is abundant. 

Why is local travel sustainable?

Local travel is more sustainable than typical international travel by far. Before we get into detail, it’s important to note what sustainable travel even is.

In short, there are three pillars to sustainable travel: environmental , economic , and socio-cultural . Sustainable travel must not cause excessive harm to the environment, and it should support the local economy and its people in a way that doesn’t erode their culture.

Local travel can easily be sustainable in all three dimensions.

Local travel is environmentally sustainable

Carbon emissions when traveling locally are much lower compared to traveling internationally, or simply traveling large distances. Local travel often doesn’t involve flights and, when it does, the shorter distance lends a hand in reducing emissions.

Airlines also limit what and how much you can take on board with you, so you’ll have to use your suitcase space wisely and likely resort to travel-size products. This results in a lot of unnecessary waste. When traveling by car or public transportation, there are no such restrictions and you can pack eco-friendly products to further reduce your carbon footprint.

Check out my eco-friendly packing list .

Local travel also means you already know how to minimize your impact once you get to your destination. For example, has your country launched an app to locate water stations to refill your reusable bottle? That’s great, you can still use it on your trip. Or, are you expected to sort your trash before throwing it away? No problem, you already know how to do it.

When traveling to far-away destinations , you may be unaware of such habits and practices, and may not have enough time to research the necessary information. So, you’ll probably end up with no alternative but to buy bottled water, dump everything in the “mixed waste”, and so on.

Another point for local tourism!

Local travel is economically sustainable

Local travel is sustainable economically for both yourself and your community.

The push to shop locally is prevalent in sustainable travel. Who do you want to support – the locals or international hotel chains? The same applies to local travel, except this time you’re helping your own community and its economy.

It’s also easier to navigate all the available options because you are already familiar with the area and have a better sense of what is really a local offering versus what is sneakily a tourist trap.

You’ll be also more inclined to book local and sustainable accommodation , especially if you’re one to seek the comforts of home while away.

The farther away you go, the higher the chances that a hotel room or vacation rental is very different from what you’re used to. Maybe the hygiene standards are not the same as in your home country, the local norms of hospitality look weird or even rude to you, or the amenities are not as you expected. Sustainable tourism should indeed be all about respecting the local culture and customs, but not everyone has the same spirit of adaptation (and that’s ok).

Luckily, you’ll have no such issues when traveling locally. Accommodations probably offer the same services you’re used to and there is less of a need to seek the comfort of a hotel chain. It will be that much easier to book a bed and breakfast, or to maybe even try out a campsite or other alternative forms of accommodation.

Learn more about what to look for in sustainable accommodation here .

Everything that is true about accommodation is true about eating locally . As a resident of the nearby area, you know what is truly local food and what isn’t, and you can support restaurants and the overall service industry close by.

Local travel is culturally sustainable

Local travel also preserves local culture and traditions . In over-traveled destinations, locals face pressure to adapt their habits and traditions to meet tourists’ expectations. This isn’t an issue when people travel locally, as they are already a part of, or better understand, the area that they are visiting.

Local travel is also much more flexible than traveling a great distance away. It’s much easier to pack up and go when you only have a short trip ahead. This means you can easily avoid crowds by traveling outside of peak season which is good for both you and the community you’re visiting. Traveling in the low season does not mean you won’t find anything fun to do. You can attend fairs, festivals, and exhibitions, both large and small, without putting a strain on the community’s resources.

Benefits of traveling locally

Local travel offers many other benefits to travelers that aren’t just about the environment and the community that’s being visited.

It’s cheaper

Oftentimes traveling locally is much cheaper than going on a long and far international vacation. The cost of transport, insurance, and baggage fees can add up fast, and if you’re traveling in a region that you’re familiar with, you will have a better understanding of ways to save money too.

It’s easy to plan

Local trips are easier and less time-consuming to plan as you’re familiar with customs and the way things work, and they also allow you to travel more frequently . When only traveling an hour or two in each direction it’s more manageable to take weekend trips.

And if you have a family or pets , you don’t have to worry about flight time, children in pain from the change of air pressure, or your dog not being allowed on the flight at all.

You learn about your area

When you travel locally, you have the chance to learn things about your area that you might have always overlooked. Travel often changes people’s mindsets. No longer are you in your daily life, but rather you are an outsider looking into the lives of people who live there.

So what if you’re only 30 minutes from your bedroom? If you visit an area from the perspective of a tourist , you will be much more open to learning about what other people experience, which will then lead you to view your own city differently.

It is also much easier to find hidden gems . If you’ve extensively traveled in a region and have already visited all of the must-see attractions, you should explore outside-the-box opportunities. You never know what you’ll find unless you get out there and look.

It’s more inclusive

Local travel is more inclusive from multiple perspectives.

It has the potential to be much more disability-friendly than international travel in many circumstances. For example, service animals are allowed, and it’s that much easier and stress-free to travel with all necessary equipment that may be needed.

Also, with no cultural or language barriers , you can better assess the actual inclusivity of an attraction or a destination and draw your conclusions. You may want to avoid places that you consider to be unsafe for certain marginalized groups, or go anyway with some precautions.

Ideas for local travel

Short on local vacation ideas? No problem, there are so many options when it comes to local travel.

Go on a road trip

Road trips are the easiest way to travel locally, especially if you already have a car. Make sure your vehicle is equipped to leave home: all elements should be in working order (tires have the correct air pressure, there’s enough oil, etc.), and you have jumper cables and a snow scraper as needed.

All that’s left is to hop in and hit the road!

Your car can take you wherever you want to go. There isn’t a set flight plan, and you won’t have a tour guide telling you what is next on the agenda.

There is so much to see and do throughout the world, and just because you’re close to home doesn’t mean it’s any less of an adventure .

Stop anywhere that looks interesting, and avoid highways when possible.

Travel doesn’t always have to mean luxurious getaways. Sometimes the best trips are the ones that are laid back and spent in nature.

There are campsites almost everywhere, and for all types of travelers. From state-of-the-art RV parks to family-friendly spots in the woods, you are sure to find your ideal way to connect with nature .

Hop on a train

You know what they say – travel is about the journey , not the destination. Well, what better way to get from point A to B than hopping on a train and enjoying the view all along?

Trains offer a fun, slowed-down experience in a world where people just want to travel as quickly as possible. They are also a great option for those who are not comfortable driving in unfamiliar places or just don’t want to relax on the trip.

Depending on where you live, trains may be a more or less accessible form of transportation, but they’re worth a try. You can even find money-saving deals such as 10-ride passes that you can use on multiple trips.

Hiking is what you make of it, and there’s no shortage of hiking options available. A hike can be as simple and accessible as a stroll along a town’s border or a weekend-long trek up a mountain.

No matter where you are in the world, you will have access to a hike to go on.

This is another great way to connect with nature , and as a bonus, it doesn’t have the time commitment that camping does.

If you aren’t in the mood to sleep in the wilderness, it’s more than possible to drive to the trailhead and head back to a hotel, or even back home, once the hike is completed.

Visit a national park

National parks are bucket-list items for many people, and their accessibility makes them a great choice when considering local travel.

Entrance fees are what maintain the gorgeous land, so visiting them helps to preserve the area . Plus, when visiting locally you can choose to visit off of peak season to stave off overwhelming the area with tourists and enjoy the park even better.

Fewer people mean greater chances to spot wildlife – don’t forget to be respectful of the animals though! If you’re not sure what to do (or not to do), read this guide on ethical animal tourism .

Be a tourist in your own city

This may just be one of the best ways to travel locally and sustainably. Your home is filled with more to do than you know.

When we travel, we tend to use this time to escape monotony and try new things – why not just try new things at home?

Transportation costs will be low, and all money you spend at home will stay in your community .

Visit museums that you haven’t before, or take a walking tour to see what is being said about where you live. Try a cooking class , or eat at restaurants you otherwise wouldn’t try if you weren’t “visiting”.

Attend a local event or festival

So often we’re caught up in our daily lives that we only seek new experiences when we’re on vacation. Life doesn’t have to be like that.

Stay on the lookout for events going on in your town, or festivals happening in a neighboring town. Attending local events both supports your community and local artisans , and adds adventure to your life, all without a large time commitment. You can make it a turnaround trip, or turn it into an overnight stay.

Resources to travel locally

As with the travel industry as a whole, there are many resources available for those looking to travel locally.

Google is the greatest travel resource of them all. From providing access to maps and directions to being the home to all the travel blogs you could ever need, Google is the place to search for local travel ideas.

Local tourism board website                    

Many towns, no matter the size, have their own tourism board and website. You can spot them right away as they are usually called Visit Finland, Visit Canada, and so on. If not, they still appear at the top of Google Search results.

You’ll find inside information , hidden gems , cultural fun facts , events , and more.

These are an excellent resource, especially for those looking to visit smaller towns, as they are proud of what they have to offer and are always showing off what they provide.

Local tourist office or travel agency

You may associate travel agencies with long-haul flights and exotic landscapes, but they are a good resource when it comes to exploring local travel destinations and finding unique activities to embark on.

Stop by your local tourist office and see what they recommend in your area.

Dedicated apps

There’s definitely no shortage of travel apps to help you find local activities and events.

AllTrails ( iOS , Android ) will help you pick a hiking trail, Waze ( iOS , Android ) will be your best friend on a road trip, and Rick Steve Audio Europe ( iOS , Android ) will take you on free self-paced walking tours in Europe.

Many destinations also have their own app, so it is worth making a quick Google search. For example, Kide.app ( iOS , Android ) helps you find events and services in over 30 cities in Finland and you can even buy your tickets through it.

Recommendations from friends and family

Word of mouth is one of the best ways to discover new local travel ideas. You’re friends for a reason, which means your interests align and they will be able to give confident recommendations for an area.

It’s also a great idea to ask other locals in your town. Did your barista mention they go camping frequently? Ask them about their favorite campsites and trails.

Social media

Social media are a treasure trove of travel ideas. Start following local travel accounts or, if you already have a destination in mind, use the geotag and you’ll find yourself scrolling for hours through picture-perfect views and hidden corners of the world.

Tips for local travel

In conclusion, here’s a list of the best tips for local travel mentioned in this article.

1. Support the community by staying at locally-owned accommodations and eating at local restaurants.

2. Do what you can to minimize your carbon footprint . This is so much easier when you travel locally. For instance, you could bring eco-friendly travel items or choose low-impact forms of transportation.

3. Avoid tourist traps – who wants to pay for overpriced low-quality stuff in their own town that they probably know inside out?

4. Make friends . With no language barriers, you can easily strike up a conversation with other people on the same walking tour or with someone sitting next to you on the bus. It’ll be much easier to stay in touch with people living in the area than with someone who lives overseas.

5. Spread the word about the places you visit and give recommendations to your friends.

6. Most of all, have fun !

Final thoughts

So, have I convinced you to travel locally?

As you just read, local travel isn’t just good for the environment – it’s good for your community and your wallet as well.

It’s often cheaper than international travel, and it’s your own community that receives your tourist money.

If you’re in the mood for a change of pace, consider staying local – you never know what all your area has to offer until you try it out.

Three related articles

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WHERE AND HOW TO FIND SUSTAINABLE ACCOMMODATION

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7 ways to directly support the local economy.

• August 31, 2023

Supporting the local economy

Tourism can bring both positive and negative impacts to a destination. Whether tourism is considered good or sustainable, depends on how well these impacts are management. An important aspect of good tourism is the realisation of creating better places for people to live in and better places for people to visit.

One of the main benefits of tourism for a destination are the economic benefits. Tourism can bring a lot of income to a destination. Travellers spend money on accommodations , food, transportation, souvenirs and activities, creating jobs and supporting local businesses. This economic boost can contribute to infrastructure development, public services, and overall economic growth.

Beware of leakage

Don’t forget that local economic growth is only possible if money spent in the destination, actually stays in the destination. The concept ‘leakage’ refers to money leaving the tourism destination and ‘flowing back’ to other countries, rather than staying within the destination to benefit the local economy.

This can happen when travellers spend money and products and services provided by businesses that are not local to the destination. Leakage can occur in various ways, including:

• Imported goods such as French champagne or Dutch Gouda cheese
• Franchise operations such as McDonalds and Hilton Hotels
• Foreign-owned businesses where the investors and owners live abroad
• International travel companies that take a significant percentage of the travel fee

Leakage reduces the overall economic impact of tourism in a destination and limits the benefits that local businesses, communities and residents gain from the industry.

Measuring leakage

Leakage in tourism can be measured, although is extremely complex due to various factors and the need for accurate data collection. The goal is to quantify the amount of money leaving a destination’s economy through various channels and doesn’t contribute to the local economy directly.

The government plays an important role in tourism revenue distribution as they are in the position to collect relevant data, distinguish between local vs. non-local spending, calculate total tourism revenue and identify leakage factors.

7 tips to directly support the local economy

Luckily, there are also ways for you to truly support the local economy and provide travellers with an amazing travel experience! It comes down to the choices you make in promoting the destination, creating your itineraries and recommendations to your travellers. How are your customers going to spend their money?

In this article

• Hire local guides and drivers
• Book in locally owned accommodations
• Work with local communities
• Collaborate with local partners
• Buy local souvenirs
• Eat in local restaurants
• Donate to local projects

1. Hire local guides and drivers

The tourism industry is responsible for 1 in 11 jobs worldwide. One of the easiest ways to directly stimulate local employment in tourism is to hire local guides and drivers. Besides supporting the local economy, you’ll also add value to your travel experiences .

Locals are very familiar with their country, it’s history, people and culture. They are the connection between the destination and the traveller and in the position to turn the activity into an experience. Don’t forget to hire qualified and trained guides and drivers for quality, safety and reliability.

Want to learn more?

Read more about involving local guides in sustainable practices .

2. Book in locally owned accommodations

As mentioned before, booking with larger chain hotels will make your money leak back to international headquarters instead of staying in the destination. Directly support the local economy by booking locally owned accommodations.

Know that this does not only benefit the accommodation holder. It indirectly also benefits their local employees , their food providers and all other suppliers. Additionally, the traveller will have a better experience staying in an accommodation where they can learn more about the local culture.

3. Work with local communities

Community-based tourism is the perfect way to contribute to the local economy. The aim of community-based tourism is to directly benefit local communities financially, while travellers experience local way of life. The tourism experiences are hosted and managed by the communities themselves, which results in direct employment and ownership!

When done right, community-based tourism is the ultimate way of good tourism. It’s in the perfect position to create better lives for local communities, to preserve their culture and to offer travellers unique experiences.

Read more about our 7 tips to develop community-based tourism .

4. Collaborate with local partners

As a travel business, you are most likely working with a supply-chain in the destination. Partners that help you manage your travel experience, for example transport or activities. When selecting those partners, make sure to work with locals!

Thereby, make sure that you and your partner share the same values. This way you are able to guarantee your customers with a sustainable and unique experience. To offer customers the best possible service, you need to rely on partners that share your values, mindset and mission for sustainable tourism .

5. Buy local souvenirs

For most travellers, travelling is about making memories. Souvenirs are often bought to remind them of a specific travel experience. When buying souvenirs locally, you support the local handcrafters and their material providers.

Inform your travellers to buy souvenirs from local communities and instruct your guides to not take travellers to larger commercial shops. Thereby, make sure to explain about illegal souvenirs made from protected flora and fauna. For example, souvenirs made from poached ivory.

Read more about illegal souvenirs .

6. Eat in local restaurants

Eating and drinking in local restaurants and café’s directly benefits the local economy for the obvious reasons. It ensures the money stays in the destination and that the local owner and employees financially benefit. It also directly supports the local farmers and food producers in the area.

Besides supporting the local economy, eating locally is good for the environment. Local food doesn’t have to travel as far, so it reduces the CO2 emissions . Eating in a local restaurant is also a great experience for the traveller, who will be able to taste and explore the local cuisine.

7. Donate to local projects

Besides buying from and employing locals, you can also support the local economy by donating to local projects. You can choose to support a local project in every destination you offer and donate a fixed amount per traveller. Most travellers will want to contribute to a project in the destination they are visiting.

Donating doesn’t necessarily mean financially. You can also donate time or materials and the projects can be both social and environmental. Think about a local hospital, school or women empowerment center where you can contribute to. Or environmentally, you can support a wildlife sanctuary, a vegetable garden or tree planting project.

The local multiplier effect of tourism

If spent money stays in the destination, the economic benefits of tourism are boosted by the local multiplier effect. When money is spent locally you don’t only benefit the person you do business with. It recirculates in the economy:

Directly: By hiring local employees or purchasing local products Indirectly: By spending money at any local business Third party: When locals spend their tourism-owned money locally

How will you support the local economy?

As a travel business, you have the opportunity to decide where your money and that of your travellers ends up. By spending your money locally and with the right people, you make sure the destination directly benefits from tourism. You give locals the opportunity to do business, to be more independent and to stimulate economic growth. Support the movement of good tourism: better places to live in, and better places to visit.

You must be logged in to post a comment.

Hi, it is interesting to read posts like this. But, I wonder, are they ideas of yours, or there are some investigations or theory behind them?

I mean, I like the insights you are posting, but how do you come to those ideas?

I would love to get in contact and have a chance to cooperate.

Hi Anvar, thank you for your comment! The ideas are our own opinions and thoughts based on our work experience in the tourism industry. For inspiration, we read a lot of articles and academic papers. Please send us an email to get in contact with us!

Hello Anne, Thank you very much for your time contribution posting this. It helpful and locals love oriented.

So good to hear Kagabo!

Indeed , as a good tourism institute trainne ,the purpose to go through the course should be one that results into ‘better places to live in and better places to visit ‘ for both the locals and the visitors to our destinations

Absolutely Priscilla, that’s the goal. Good to see you’re so active on the platform!

Tthe way to go for all stakeholders ; ; as each one of us has a hand in tourism whether as a tour operatot ; tourism buyers and communities where we operate from

Anne de Jong

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Community-Based Tourism: Empowering Local Champions for Sustainable Tourism in Thailand

November 6, 2022.

Pattamon Rungchavalnont

Head of Solutions Mapping, Accelerator Lab, Thailand

Thailand is among the world's top tourist destinations. The country’s diverse geographical settings and rich cultural capital provide a vast variety of tourism experiences from relaxing by beautiful sandy beaches of the South to exploring lush green forests of the mountainous North and enjoying local cultures in the Northeast. In 2019, Thailand welcomed a record high of 40 million visitors. For this reason, tourism is a major driver of Thailand’s economic development, providing around 20% of the national GDP and employing over 4.2 million people (11% of total employment). However, Thailand’s tourism industry is not without negative side effects. Unsustainable management of tourism has proven to cause environmental degradation and biodiversity loss as well as fuel uneven economic development. Oftentimes, economic benefits from tourism fall into the hands of large tour operators and investors from the outside while local communities gain minimum economic benefit and are left to suffer many social and environmental drawbacks.  

While the COVID-19 pandemic has caused a major setback to the tourism industry, it also provides an opportunity for Thailand to rethink its tourism. Sustainable and resilient tourism has become a key theme for the country and is now one of UNDP Thailand’s focus areas. UNDP Accelerator Lab Thailand seized this opportunity to embark on a journey to support the growing momentum for sustainable tourism by contributing innovative approaches to the redefinition of the country’s tourism industry, specifically from the angle of community-based tourism.

Why community-based tourism?

Emerged in Thailand in the 1990s, ‘community-based tourism (CBT)’ proposes the idea of ‘tourism by the local people for the local people’ . It is one of the solutions for sustainable tourism because, under this framework, local people are the key decision-makers of their tourism development and the ones to fully benefit from it. Being long-term residents of the areas, local communities are more incentivised to balance economic growth and socio-cultural and environmental impacts caused by tourism activities. At the end of the day, it is their home. However, it is crucial to clear the misconception that CBT refers to ‘village tourism,’ limited only to certain styles of tourism that take place in rural areas. CBT is a tourism management model that puts local communities at the center of the process and can encompass diverse tourism styles from rural tourism to urban tourism, nature tourism, or even luxury tourism. Essentially, CBT is about community empowerment as it is a process in which local people are empowered to uplift their own livelihood.

The pandemic has posed both challenges and opportunities for CBT. International travel restrictions caused a major drop in foreign visitors which used to make up a significant portion of visitors for CBT. Local communities needed to adjust themselves to the domestic tourism market and diversify their offers e.g. community products beyond tourism activities. On the other hand, the pandemic has shaped new tourist behaviours- traveling in smaller groups, choosing less crowded destinations, escaping to nature, and searching for unique experiences and activities for well-being, among others. Many of these new preferences match very well with what CBT can offer and can potentially pave way for a golden age of CBT. Moreover, pandemic-induced lockdowns in major cities led to a reverse in rural-urban migration. Many people working in the cities returned to their hometowns during the lockdown and some sought to find livelihood options at home. CBT provides an alternative and in turn benefits from increased human resources- the skilled workforce who have gained skills and exposure from their time working in the cities. All in all, it is an important time for CBT to take the next step to ensure its thrivability in this rapidly changing world.

Making sense of CBT and contemplating on the way forward

            As a starting point, national-level workshops were co-organized by UNDP Accelerator Lab Thailand, Thailand Policy Lab, the Designated Areas for Sustainable Tourism Administration (DASTA) , and Local Alike (one of Thailand’s leading social enterprises working on CBT). Representatives from local communities, relevant governmental agencies, the private sector, civil society organizations, and academia exchanged views on trends and weak signals affecting CBT as well as discussed the desirable future and way forward. A few interesting points from the exercise include:

• CBT can go beyond leisure tourism and provide learning experiences for visitors, for example community-based environmental conservation and waste management and tap into opportunities from the rise of corporate social responsibility (CSR) and Thailand’s Bio-Circular-Green (BCG) Economy Model of the government.
• Communities need to build the next generation of CBT leaders. Involvement and incentives for the new generation are key for successful engagement and transition.
• Planning and decision-making should be a bottom-up and collaborative process between the government and local communities to avoid projects which do not fit local contexts or serve the real needs of stakeholders. For instance, many tourism applications were created but abandoned.
• Multisectoral support is crucial for CBT development e.g. support from the private sector on digital transformation, academia on CBT-related curriculum for young leaders, etc.
• Funding mechanisms must be further developed e.g. shifting from an informal arrangement to a social enterprise, setting up CBT development funds, etc.

While the discussion revealed multiple areas for development, capacity building for local communities stood out as one of the prerequisites for success. Since local communities are the main drivers of CBT, they must be equipped with frameworks and tools that will enable them to flourish in the rapidly changing world. Existing capacity-building initiatives have been fairly successful in supporting local communities to begin their CBT journey, often focusing on building the foundation and taking a short/medium-term view. While such emphasis is essential, it might not be sufficient any longer. Especially once local communities manage to set up the basics of their CBT, they also need to start thinking about sustainability and being anticipatory. As a result, the Lab identified this as our area of work: how local communities can make their CBT become more sustainable.

Learnings with the locals

            UNDP Accelerator Lab Thailand in collaboration with Local Alike joined hands with two pilot communities to start our learning journey. Social innovation tools were applied to invite local stakeholders to reflect on the becoming of their CBT and look forward through the lens of sustainability. Given the different nature of each community, the discussions and sustainability initiatives took on different directions. However, one commonality revealed itself. Community is never homogeneous; CBT development is an area of convergence for different groups to interact and build momentum toward sustainability. To elaborate, let’s take a closer look at each of the pilot communities…

Chulabhorn Pattana 9 community: A case of nature-based tourism from the South

As a neighbour of the world-famous Hala-Bala Wildlife Sanctuary, Chulabhorn Pattana 9 community of Yala province in Southern Thailand has attracted many nature lovers; some visited the village just to enjoy the serenity and beauty of the natural environment while others were excited by the rich biodiversity of the Hala-Bala Forest, not to mention the village’s charming cultural heritage from their Community Malaya time. The village is familiar with receiving visitors as they have been welcoming relatives and friends from Malaysia and Singapore (legacy of Community Malaya time) for decades. Eight years ago, the concept of CBT was introduced, and the new generation stepped up to lead CBT management. The intergenerational difference is reflected in the different views on tourism management- one hoping to increase the number of visitors while another seeking to keep the delicate balance. The new generation realizes that their main target group is nature lovers. Thus, nature is the main capital for their CBT and its conservation is of paramount importance. Hence, the discussion about limiting the number of visitors with consideration of the area’s carrying capacity was very well received by the CBT management team.

CBT at Chulabhorn Pattana 9 does not only aim to mitigate the negative effects of tourism activities but also inspires positive changes in the local community. In many cases, tourism may have resulted in waste management problems. On the contrary, for Chulabhorn Pattana 9 community, the visitors are the ones demanding that waste in the village needs to be better managed. Hearing these comments, the CBT management team was eager to start a waste management initiative with support from the Lab and Local Alike. Waste separation and organic compost-making have been pioneered by the CBT group and will be shared with fellow villagers to inspire more people to join the effort.

In addition, the CBT management team sought to further develop tourism activities that highlight the value of biodiversity and incentivize conservation. Birdwatching was identified as a viable option. Interestingly, apart from our support, birdwatching was born out of collaboration with a visitor who happens to be a bird expert, an ex-member of the Bird Conservation Society of Thailand. Feeling that Chulabhorn Pattana 9 is more than a touristic destination to him, this bird expert saw the potential and was more than willing to help provide training on birdwatching to local guides. Chulabhorn Pattana 9 is able to shift from selling their services to ‘tourists’ to building relationships with ‘visitors’, some of whom have become ‘friends’ to co-create a sustainable future for their CBT.

Nong San community: Local life and craft in the Northeast

Nong San community of Sakon Nakhon province in the Northeast of Thailand is famous for its indigo dye handicrafts. Traditional knowledge on indigo dye has been passed on from generation to generation at Nong San village. When combined with the skills of a new generation artist, Pornpimon Mingmitmee, this cultural capital becomes the starting point of Nong San CBT. Visitors, both craft lovers and chillax tourists, enjoy the simple slow life and recharge themselves with natural dye crafts, organic agriculture, and the beauty in the local lifestyle. However, the early days of Nong San CBT were not all easy. The community did not believe that CBT was viable at first, so Pornpimon had to start small and gradually showed other people the success to inspire more support from within the village and nearby community. Furthermore, with the COVID-19-induced lockdown, villagers who used to work in other cities returned to the village and joined force to expand Nong San CBT. However, unlike Chulabhorn Pattana 9 case, Nong San CBT opts for a more decentralized model where each member acts as an independent micro-entrepreneur and loosely connects to provide tour packages for visitors. Therefore, the work here was about business incubation for female micro-entrepreneurs to enhance the distribution of benefits from CBT among the local people. Entrepreneurial skills, including digital marketing, were provided to interested locals.

Circularity is another theme as Pornpimon has been trying to manage waste materials from textile crafts production e.g. left-over threads and fabric scraps. Drawing inspiration from India, the initial idea was to turn textile waste into paper. Local knowledge in Thailand provides a technique for turning natural fibers into handmade paper. Yet, from the prototyping phase, cotton textile waste has proven to be more difficult to handle than other fibers. An alternative was presented as Pornpimon connected with a company working on recycled textiles. The idea is to compile textile waste from the local community, turn it into recycled fabrics, and send it back to the community as raw materials for new products. At the time of writing, the discussion is still ongoing to develop a suitable model of collaboration. This case demonstrates the power of cross-sectoral collaboration in driving CBT toward sustainability.

Sharing our experiences

    Through the working process with our partners, UNDP Accelerator Lab Thailand was able to learn about CBT development as well as share our social innovation tools with key change agents like Local Alike and relevant governmental agencies. Realizing the value of these tools in facilitating processes towards sustainability and resilience, the Lab together with Local Alike co-produced the Community-Based Tourism Social Innovation Playbook to share with others the experience of Thailand. The Playbook emphasized that social innovation process is not linear. While the tools are categorized into three groups (making sense of the past and present; looking forward to the future; and taking actions), users can always jump back and forth between each category of tools to fill the gaps of knowledge as they surface. Case studies from our work with Chulabhorn Pattana 9 and Nong San communities demonstrate this non-linear journey as well as the fact that no two communities are alike; thus, the social innovation tools must be ultilized in consideration of specific local contexts.

In addition to the publication, the Accelerator Lab Thailand will be working with the Accelerator Lab Bangladesh on CBT development in their context. Follow our next blog to see how Thailand’s experiences can be adapted and what lessons we will learn on the journey to transform tourism into a vehicle for sustainable development.

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June 19, 2024

This article has been reviewed according to Science X's editorial process and policies . Editors have highlighted the following attributes while ensuring the content's credibility:

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Travelers urged to keep it local in the name of sustainable tourism

by University of South Australia

From rolling vineyards to stunning beaches, there's no shortage of beauty to discover in our own backyards.

A tourism expert from the University of South Australia is urging travelers to support local destinations and experiences close to home, instead of long-haul international trips, to lessen the impacts of tourism on the environment.

Adjunct Senior Lecturer in Tourism Management Dr. Freya Higgins-Desbiolles says we should be considering more localized travel and doing everything we can to reduce unnecessary emissions.

She says space travel , private jet travel and mass travel to remote and extreme environments such as Antarctica are "unethical" and contribute to a culture of privileged over-consumption.

"In these conditions, it is hard to justify tourism to Antarctica. We have to question our use of cruising or flights in our tourism consumption," she says.

"We need to create a cultural shift that sees tourism consumption as a luxury to be savored and not something we can have every year or multiple times a year, like many have come to expect in the Global North. Shifting to an appreciation of local leisure and domestic travels and lower expectations of long-haul international travel is a must."

The Global North, i.e., the northern hemisphere, is responsible for 92% of global emissions.

In recent research, Dr. Higgins-Desbiolles responds to University of Cumbria's Professor Jem Bendell's "deep adaptation" analysis, which argues that civilizational collapse is likely or even already underway due to the continued reliance on fossil fuels and emissions, a view shared by others including naturalist David Attenborough and the United Nations Secretary General Antonio Guterres.

The work is published in the Journal of Tourism Futures .

Dr. Higgins-Desbiolles outlines how tourism is contributing to the depletion of natural resources, pollution, over-consumption and environmental destruction. She also reflects on the 2023 Hawaii wildfires on the island of Maui that claimed 100 lives and destroyed the town of Lahaina. Residents lacked the water resources to fight the fires due to years of overconsumption by golf courses, hotels and tourism corporations.

She recommends that travelers be more considerate in their choices of holiday destinations and reflect on the impact of their activities on the environment.

"Tourism should be defined by the local community , with decision-making controlled at the lowest level and an emphasis on the interrelationships between people, place, ecology and all living things. We need to slow down—stay longer, stay local, be thoughtful with our holiday choices," she says. "There are so many resources out there like Rise Travel Institute or The Travel Foundation that shed light on sustainable, responsible and just tourism.

"It's about respecting the destination, looking out for codes of responsibility, and making yourself aware of the culture and what challenges the communities you're visiting are facing. I encourage people to try being more conscious on their next trip—stay in one place longer, travel more slowly, go for nature walks, engage with the culture, try to leave the destination a better place than how you found it."

Tourism Research Australia forecasts that over the next five years, domestic travel will see only moderate growth, largely due to increased competition from international outbound travel, which is set to continue to climb.

The tourism industry contributes 8% of total global carbon emissions, yet the Tourism Panel on Climate Change—an international body of climate scientists and tourism experts—focuses on profit-first climate-resilient tourism, rather than addressing the contribution of the industry to environmental destruction.

Dr. Higgins-Desbiolles says it's up to everyone to make more environmentally conscious travel decisions.

"We must see all governments willing to legislate and regulate tourism better. For example, France has passed legislation banning short-haul flights—the transport method contributing the second most to emissions—when a train journey of less than 2.5 hours is available," she says.

"Meaningful change is needed at every level; governments, organizations and travelers need to put their focus towards sustainable and climate-just tourism."

Provided by University of South Australia

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