{"id":49670,"date":"2021-03-24T09:48:02","date_gmt":"2021-03-24T08:48:02","guid":{"rendered":"https:\/\/travindy.com\/?p=49670"},"modified":"2021-03-24T11:22:16","modified_gmt":"2021-03-24T10:22:16","slug":"why-tourism-desperately-needs-a-new-performance-metric","status":"publish","type":"post","link":"https:\/\/travindy.com\/news\/2021\/03\/why-tourism-desperately-needs-a-new-performance-metric\/","title":{"rendered":"Why tourism desperately needs a new performance metric"},"content":{"rendered":"\n\n\n

\"Man<\/p>\n

S<\/span>ince Covid, platitudes on greening and reinventing tourism have echoed globally across the industry. A general consensus exists among destinations and tourism businesses that the industry must \u201cbuild back better.\u201d<\/p><\/p>\n\n\n\n

It\u2019s not a novel debate. It rings that way now because of the pandemic\u2019s brutal impact on travel. But let\u2019s take at face value \u2014 once more \u2014 this industry-wide clamor to make travel more sustainable. How will tourism determine \u201cbuilding back better\u201d on the other side of recovery? Surely it cannot continue pretending that its success lies in arrival numbers and contributions to gross domestic product?<\/p>\n\n\n\n

Yet as vaccine distribution accelerates and consumer confidence rises, governments are already back to projecting visitor numbers and counting tourism jobs recovered, while comparing performance levels to 2019.<\/p>\n\n\n\n

\u201cThere is still the challenge of rethinking the measurement of tourism,\u201d said Judy Kopher-Gona, founder of Kenya-based Sustainable Travel & Tourism Agenda<\/a>, noting that \u201cmega data\u201d from international organizations obscures the reality on the ground. \u201cWe will not move forward unless these lead organizations change the way they communicate, because they influence governments, and governments influence their destination management organizations.\u201d<\/p>\n\n\n\n

Tourism desperately needs new performance metrics if it is to transform into a more climate-smart, socially sustainable and equitable industry across its supply chain. Is it just a matter of acknowledging that and identifying the metrics? Or does the industry need to have a major reckoning on tourism\u2019s problematic post-colonial construct? Can tourism reset without uprooting?<\/p>\n\n\n\n

A host of missing metrics <\/strong><\/p>\n\n\n\n

Pre-Covid, there was a disturbing lack of gumption from the travel industry at large in addressing climate action. There\u2019s more hope since the pandemic, including newly launched Tourism Declares<\/a> and Future of Tourism<\/a> initiatives that unite various segments across the industry in finding scalable solutions. Intrepid Travel<\/a>\u2019s environmental impact specialist, Dr. Susanna Etti, said the most important thing now for stakeholders is having a measurement plan. \u201dWithout quantifying your emissions, it becomes immensely challenging to quantify the effectiveness of your reduction,\u201d Etti said.<\/p>\n\n\n\n

But there\u2019s no time left to choose a single climate solution \u2014 offsetting, net-zero goals, carbon removal, organic farming for carbon sinks \u2014 we need all of them, according to Christina Beckmann, vice president of global strategy at the Adventure Travel Trade Association. Beckmann also leads Tomorrow\u2019s Air<\/a>, a collective of travelers advocating for carbon removal and scaling up negative emissions technology.<\/p>\n\n\n\n

This is an excerpt from an article by Lebawit Lily Girma, originally published by Skift<\/a>. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

How will the industry measure \u201cbuilding back better\u201d? There needs to be a major reckoning of the industry\u2019s problematic equity imbalance and new performance metrics if the industry is to transform into a more climate-smart, socially sustainable and equitable industry across its supply chain. <\/p>\n","protected":false},"author":5,"featured_media":47730,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[139,131,675,16,130,535],"tags":[3788],"yoast_head":"\nWhy tourism desperately needs a new performance metric<\/title>\n<meta name=\"description\" content=\"How will the industry measure \u201cbuilding back better\u201d? 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