That was the call from Zurab Pololikashvili, secretary-general of the World Tourism Organization (UNWTO), addressing delegates at the WTM London Ministers’ Summit on Tuesday (8 November).

Pololikashvili warned that although the sector now had the chance to adapt itself positively post-pandemic, “our door of opportunity won’t stay open forever”.

“We have to do more and do better - we have no time to waste,” he said. 

Assessing the areas in which tourism could improve post-Covid, Pololikashvili highlighted greater focus on inspiring young people to build their career in the industry – calling on ministers in attendance to make tourism education a greater importance within their countries.

“Young people are key to our future and we need them now more than ever,” he stressed, calling on industry businesses to “be bolder in making tourism more attractive” to would-be employees.

On the climate crisis, Pololikashvili said the tourism sector risked losing “a vital lifeline” should low-lying countries be lost to rising sea levels and urged ministers to “step up” when raising the issues with their nation’s politicians.

“The role of a tourism minister is becoming more and more important. In too many countries tourism is seen as an isolated part of government. Only a whole government approach can deliver the speed and scale the climate crisis deserves.”

A new UNWTO-led “taskforce” to “rethink and redesign” tourism in the face of the climate crisis would be formally launched at the organisation’s latest executive committee in Marrakech later this month, Pololikashvili told delegates.