But is chasing ever higher visitor numbers sustainable? And is it even the best way for destinations to measure tourism success?
A new academic paper, Moral Disengagement with Sustainability Data, which is based on research from the University of Surrey’s Centre for Sustainability and Wellbeing in the Visitor Economy, challenges this growth mindset.
The report’s co-author, professor of sustainability marketing Xavier Font, told TTG: “Everything is focused on, ’have we recovered to the pre-pandemic number of visitors?’ Nobody talks about the price we are paying."
