Cologny, Switzerland (Enmaeya News) — A new report from the World Economic Forum and Kearney highlights booming global tourism, which is expected to add $16 trillion to the economy by 2034 and support millions of jobs worldwide. However, as visitor numbers surge in popular destinations, concerns over overcrowding and environmental damage are prompting the industry to rethink how it manages growth.
Experts say the future of tourism depends on smarter strategies that balance visitor demand with the needs of local communities and the environment, rather than simply limiting travel.
Titled Travel and Tourism at a Turning Point: Principles for Transformative Growth, the report warns that the sector now faces a pivotal “crossroads.”
Finding Balance for Sustainable Tourism
Poorly managed tourism can strain resources, infrastructure, and communities. But blaming tourism growth alone overlooks the real issue.
Experts argue tourism must be designed with both visitors and locals in mind. “This isn’t about limiting travel but about shaping it to benefit everyone involved,” the report notes. As visitor-to-resident ratios rise, these challenges will grow, especially in places with heavy tourist concentration.
The key is redistributing tourists, offering diverse experiences, and promoting lesser-known destinations. When done well, tourism can drive local development, investments, and cultural exchange while supporting sustainability and community goals.
The report highlights examples from around the world putting these ideas into practice.
Long-Term Planning Pays Off
Rwanda, after years of conflict, chose tourism as a development priority two decades ago. Today, it contributes around 10% of the country’s GDP.
The country’s nature-based tourism—such as Gorilla trekking in Volcanoes National Park—remains a major draw. In 2014, Rwanda expanded into Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, aiming to become a key player in this market. It has also gained fame for lifestyle events and concerts.
Rwanda’s 2024 Development Board report shows its MICE sector earned $84.8 million from 115 major events with more than 52,000 participants.
Inclusive Growth in Mexico
Tourism makes up 8.5% of Mexico’s GDP and employs millions. Yet, the OECD says the sector’s full potential for inclusive, sustainable growth is “largely unrealized.”
For example, Barrancas del Cobre attracts visitors to its huge canyons, but the Indigenous Rarámuri people were not involved in tourism there. That is changing with Experiencias Rarámuri, offering nature and cultural experiences.
This project, supported by entrepreneurs and authorities, balances growth with local needs and reinvests earnings in health and education. It has created jobs for over 100 families.
Community Engagement in Atlanta
Atlanta’s Mercedes-Benz Stadium, opened in 2017 with seating for more than 71,000, hosts NFL games and other major events, attracting about 3 million visitors annually. Nearby neighborhoods once faced neglect and crime.
During planning, the community was engaged through workshops on projects like flood-resistant parks and public art. Over 700 locals were trained for stadium jobs, with more than 150 hired.
Helping Small Businesses Thrive
In San Diego, where tourism generates more than $14.3 billion a year, the pandemic recovery included support for small businesses. The Tourism Accelerator program trains 10 diverse local businesses annually in marketing, PR, and networking.
Over three years, 30 businesses joined, with most reporting higher revenues and job growth.
Tourism Challenges and Opportunities in Lebanon
Lebanon faces many of the same tourism challenges highlighted in the report. While global tourism is booming, popular destinations in Lebanon—such as Beirut, Byblos, and coastal towns like Jounieh—often struggle with overcrowding and environmental pressures.
At the same time, other areas like the Bekaa Valley and northern mountains remain under-visited and could greatly benefit from increased tourism.
Aligning with the report’s recommendations, Lebanon has an opportunity to adopt smarter tourism management strategies that balance visitor demand with local community needs and environmental protection. This approach could help the country spread tourism benefits more evenly, support sustainable development, and preserve its rich cultural and natural heritage.
