is tourism and travel

What next for travel and tourism? Here's what the experts say

In many countries, more than 80% of travel and tourism spending actually comes from the domestic market. Image:  Unsplash/Surface

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Stay up to date:.

• In 2020 alone, the travel and tourism sector lost $4.5 trillion and 62 million jobs globally.
• But as the world recovers from the impacts of the COVID-19 pandemic, travel and tourism can bounce back as an inclusive, sustainable, and resilient sector.
• Two experts highlight some of the key transformations in the sector going forward during the World Economic Forum's Our World in Transformation series.

The Travel & Tourism sector was one of the hardest hit by the COVID-19 pandemic, leaving not only companies but also tourism-driven economies severely affected by shutdowns, travel restrictions and the disappearance of international travel.

In 2020 alone, the sector lost $4.5 trillion and 62 million jobs, impacting the living standards and well-being of communities across the globe. Moreover, the halt in international travel gave both leisure and business travellers the chance to consider the impact of their choices on the climate and environment.

Amid shifting demand dynamics and future opportunities and risks, a more inclusive, sustainable and resilient travel and tourism sector can be - and needs to be - built.

The World Economic Forum's Travel & Tourism Development Index 2021 finds that embedding inclusivity, sustainability and resilience into the travel and tourism sector as it recovers, will ensure it can continue to be a driver of global connectivity, peace and economic and social progress.

We spoke to Sandra Carvao , Chief of Market Intelligence and Competitiveness at the United Nations World Tourism Organization (UNWTO), and Liz Ortiguera , CEO of the Pacific Asia Travel Association in Thailand (PATA), and asked them to highlight some of the key areas of risk and opportunity in the sector during an episode of the World Economic Forum's Our World in Transformation series.

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Travel & tourism development index 2021: rebuilding for a sustainable and resilient future, towards resilience and sustainability: travel and tourism development recovery, how can we really achieve sustainability in the travel sector, what are some of the top global trends you're witnessing currently in the travel and tourism sector.

Liz Ortiguera: Given the extended lockdown that we had on travel with the pandemic, vacation for friends and relatives (VFR) is now a high priority for people who haven’t been in touch for a long time thanks to the pandemic. So, people are reconnecting. And that kind of links to the second trend, which is multi-purpose or blended travel. Never before, particularly now that we can connect digitally through Zoom, has the ability to work from anywhere enabled travellers to cover multiple purposes, like visits with friends and multiple business trips. So, we'll find that the duration of travel and the length of stay is longer. And third is the continued high focus on safety and wellness which is top of mind for travellers due to the pandemic. All travel is wellness-related now.

Sandra Carvao: I think there is a bigger concern with sustainability, which is very welcome in our industry. Consumers, particularly the younger generation, are much more aware of the impact they have, not only on the environment but also socially and on the communities they live in. We've also seen an increase in expenditure per trip, so I think people are very eager to go outside, and they're staying longer. And on the other side, I think there are some challenges: we’re seeing a rise in late bookings because restrictions can change at short notice and that’s having an impact on the decisions of travellers. This is putting pressure on the industry in terms of planning and anticipating fluctuations in demand.

Social media surveys have shown that travellers who have immersive experiences are more likely to post about them, which is good for the industry.

What is community-based tourism and why is it important?

Sandra Carvao: One of the positive impacts of the pandemic is that people are looking for local experiences and are spending more time with communities. So, the concept of community-based tourism is obviously one that puts the community at the core of every development, ensuring that it's engaged and empowered and that it benefits. At the UNWTO, we worked with the G20 and the Saudi presidency back in 2020 and produced a framework for tourism development in communities, which states that communities need to be part of the planning and management of tourism activities. We need to go beyond traditional definitions of community to a point where the industry leans on partnerships between the public and private sectors and communities.

Liz Ortiguera: In July 2022, PATA is hosting a destination-marketing forum and one of the key themes is community-based tourism. The purpose is really to put the community and authenticity-in-culture activities at the heart of the travel experience. There are benefits for all stakeholders. One is that travellers can have an authentic experience. They're not in overcrowded, touristic locations and they experience something new and unique within the community. These experiences are designed in partnership with communities who get the benefit of financial inclusion, and if activities are designed properly, the reinforcement of their cultural heritage. Governments also engage in economic development more broadly across countries. Another interesting trend is creative tourism, which means you create an experience for tourists to participate in, like a dance lesson, or a cooking lesson. Social media surveys have shown that travellers who have these kinds of immersive experiences are more likely to post about them online and that's good for the industry.

It is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.

How is technology and innovation helping to leverage cultural resources?

Sandra Carvao: One interesting trend we’re seeing is that more and more people are booking trips directly, so communities need to be supported to digitize their systems. Education and upskilling of communities are important so that they can leverage digital platforms to market themselves. From the tourists’ perspective, it is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.

Liz Ortiguera: People have been living virtually for more than two years. Amazing innovations have emerged, such as virtual reality and augmented reality, and all kinds of applications and tools. But the important thing is the experience. The destination. Real-world experiences need to remain front and centre. Technology tools should be viewed as enablers and not the core experience. And when it comes to staff, technology can really democratize education. There’s an opportunity to mobilize a mobile-first approach for those who are on the frontlines, or out in the field, and can’t easily access computers, but need to get real-time information.

How is the sector dealing with labour shortages and re-employment of the workforce?

Liz Ortiguera: Labour shortages are much more dynamic in North America and in Europe. But it’s having a knock-on effect on Asia. If, for example, their air carriers are limited by staff and they have to cancel flights, which we're very much seeing out of Europe, seating capacity then becomes a limiting factor in the recovery of Asia Pacific. That's the main constraint right now. And compounding that is the rising price of fuel. But people in the Asia Pacific are keen to get reemployed.

Sandra Carvao: Labour shortages are a priority for the sector in countries around the world. Many workers left the sector during the pandemic and the uncertainty that surrounded the measures taken to contain it left many people unsure of whether the sector would recover. It is time to address things like conditions, scheduling, and work/life balance, all things which have been top of mind for workers during the pandemic. As the sector recovers, we need time to bring new hires on board and to train them to take over where those who switched jobs left off.

Are we seeing a growing trend towards domestic tourism?

Sandra Carvao: We’re talking about 9 billion people travelling within their own countries. And in many countries, for example in Germany, more than 80% of the tourism spending actually comes from the domestic market, similarly in countries like Spain and even smaller economies. Whenever it's possible to travel again, domestic markets tend to be more resilient. They kick off first mostly due to perceptions of safety and security issues. As the world economy recovers from the pandemic, there is a good opportunity for nations to rethink their strategy, look at the domestic market in a different way, and leverage different products for domestic tourists.

When it comes to sustainable tourism, how quickly could we mainstream eco-friendly modes of transportation?

Sandra Carvao: Transport is one of the key contributors to energy impacts and tourism. But it's also important that we look at the whole value chain. The UNWTO together with the One Planet Sustainable Tourism Programme just launched the Glasgow Declaration, which includes green commitments from destinations and companies. We’re seeing a strong movement in the airline industry to reduce emissions. But I think, obviously, technological developments will be very important. But it's also very important to look at market shifts. And we can't forget small islands and developing states that rely on long-haul air travel. It’s important to make sure that we invest in making the problem much less impactful.

Liz Ortiguera: 'Travel and tourism' is such a broad encompassing term that it’s not fair to call it an industry: it is actually a sector of many industries. The pandemic taught us how broad the impact of the sector is in terms of sustainability. There's a big movement in terms of destination resilience, which is the foundation for achieving sustainability in the journey to net-zero. We now have standards to mitigate that impact including meetings-and-events (MIE) standards and standards for tour operators. There are multiple areas within our industry where progress is being made. And I'm really encouraged by the fact that there is such a focus not just within the sector but also among consumers.

This interview was first done at the World Economic Forum's studios in Geneva as part of 'Our World in Transformation' - a live interactive event series for our digital members. To watch all the episodes and join future sessions, please subscribe here .

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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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Fact sheet: 2022 national travel and tourism strategy, office of public affairs.

The 2022 National Travel and Tourism Strategy was released on June 6, 2022, by U.S. Secretary of Commerce Gina M. Raimondo on behalf of the Tourism Policy Council (TPC). The new strategy focuses the full efforts of the federal government to promote the United States as a premier destination grounded in the breadth and diversity of our communities, and to foster a sector that drives economic growth, creates good jobs, and bolsters conservation and sustainability. Drawing on engagement and capabilities from across the federal government, the strategy aims to support broad-based economic growth in travel and tourism across the United States, its territories, and the District of Columbia.

The federal government will work to implement the strategy under the leadership of the TPC and in partnership with the private sector, aiming toward an ambitious five-year goal of increasing American jobs by attracting and welcoming 90 million international visitors, who we estimate will spend $279 billion, annually by 2027.

The new National Travel and Tourism Strategy supports growth and competitiveness for an industry that, prior to the COVID-19 pandemic, generated $1.9 trillion in economic output and supported 9.5 million American jobs. Also, in 2019, nearly 80 million international travelers visited the United States and contributed nearly $240 billion to the U.S. economy, making the United States the global leader in revenue from international travel and tourism. As the top services export for the United States that year, travel and tourism generated a $53.4 billion trade surplus and supported 1 million jobs in the United States.

The strategy follows a four-point approach:

• Promoting the United States as a Travel Destination Goal : Leverage existing programs and assets to promote the United States to international visitors and broaden marketing efforts to encourage visitation to underserved communities.
• Facilitating Travel to and Within the United States Goal : Reduce barriers to trade in travel services and make it safer and more efficient for visitors to enter and travel within the United States.
• Ensuring Diverse, Inclusive, and Accessible Tourism Experiences Goal : Extend the benefits of travel and tourism by supporting the development of diverse tourism products, focusing on under-served communities and populations. Address the financial and workplace needs of travel and tourism businesses, supporting destination communities as they grow their tourism economies. Deliver world-class experiences and customer service at federal lands and waters that showcase the nation’s assets while protecting them for future generations.
• Fostering Resilient and Sustainable Travel and Tourism Goal : Reduce travel and tourism’s contributions to climate change and build a travel and tourism sector that is resilient to natural disasters, public health threats, and the impacts of climate change. Build a sustainable sector that integrates protecting natural resources, supporting the tourism economy, and ensuring equitable development.

Travel and Tourism Fast Facts

• The travel and tourism industry supported 9.5 million American jobs through $1.9 trillion of economic activity in 2019. In fact, 1 in every 20 jobs in the United States was either directly or indirectly supported by travel and tourism. These jobs can be found in industries like lodging, food services, arts, entertainment, recreation, transportation, and education.
• Travel and tourism was the top services export for the United States in 2019, generating a $53.4 billion trade surplus.
• The travel and tourism industry was one of the U.S. business sectors hardest hit by the COVID-19 pandemic and subsequent health and travel restrictions, with travel exports decreasing nearly 65% from 2019 to 2020. 
• The decline in travel and tourism contributed heavily to unemployment; leisure and hospitality lost 8.2 million jobs between February and April 2020 alone, accounting for 37% of the decline in overall nonfarm employment during that time. 
• By 2021, the rollout of vaccines and lifting of international and domestic restrictions allowed travel and tourism to begin its recovery. International arrivals to the United States grew to 22.1 million in 2021, up from 19.2 million in 2020. Spending by international visitors also grew, reaching $81.0 billion, or 34 percent of 2019’s total.

More about the Tourism Policy Council and the 2022 National Travel and Tourism Strategy

Created by Congress and chaired by Secretary Raimondo, the Tourism Policy Council (TPC) is the interagency council charged with coordinating national policies and programs relating to travel and tourism. At the direction of Secretary Raimondo, the TPC created a new five-year strategy to focus U.S. government efforts in support of the travel and tourism sector which has been deeply and disproportionately affected by the COVID-19 pandemic.

Read the full strategy here

By Bastian Herre, Veronika Samborska and Max Roser

Tourism has massively increased in recent decades. Aviation has opened up travel from domestic to international. Before the COVID-19 pandemic, the number of international visits had more than doubled since 2000.

Tourism can be important for both the travelers and the people in the countries they visit.

For visitors, traveling can increase their understanding of and appreciation for people in other countries and their cultures.

And in many countries, many people rely on tourism for their income. In some, it is one of the largest industries.

But tourism also has externalities: it contributes to global carbon emissions and can encroach on local environments and cultures.

On this page, you can find data and visualizations on the history and current state of tourism across the world.

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World Travel & Tourism Council Research Hub

Welcome to WTTC's global Research Hub. Here you will find all our reports which provide critical evidence to empower the public and private sectors, and help to shape policies and investments that bolster Travel & Tourism.  We analyse Travel & Tourism's economic and employment impact in 185 economies, 82 cities and 26 regions worldwide. We also produce reports on the environmental and social impacts of Travel & Tourism, as well as thought leadership reports on themes such as diversity, equity, inclusion and belonging, and retail tourism. Explore full reports (free for WTTC members and purchasable for non-members) or discover valuable insights in our library of freely available economic factsheets.

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Introduction to Artificial Intelligence (AI) Technology: Guide for Travel & Tourism Leaders

The Social Impact of Global Tourism

Sustainability Leadership Case Studies / Iberostar: Roadmap for Decarbonisation

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Creating Belonging: Diversity, Equity, Inclusion, & Belonging in Travel & Tourism

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Global Retail Tourism Trends and Insights: Executive Summary

Global Retail Tourism Trends and Insights: Full Report

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Cities Economic Impact Report 2022

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UN Tourism | Bringing the world closer

A united vision for nature - 'nature positive' report marks new collaborative era in travel & tourism, un general assembly hosts tourism for sustainable development event, new study on rural tourism and development in europe, un tourism and croatia to establish research centre for sustainable tourism, un tourism launches tourism investment guidelines for albania, the first global dashboard for tourism insights.

As society progresses, the tourism sector, much like many other sectors, needs to transform to serve as a catalyst for prosperity at a universal scale. Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism. The organization takes on the role of driving a sustainable force that is now central to many economies

Opens Calls for Best Tourism Villages 2024

According to the first UNWTO World Tourism Barometer of the year, international tourism ended 2023 at 88% of pre-pandemic levels, with an estimated 1.3 billion international arrivals.

The multi-dimensional nature of the tourism sector, combined with the dynamics of the source of investment capital presents a complex picture for understanding and measuring tourism investments.

"UN tourism is leading the way forward in growing investments into the tourism sector. We serve as the bridge between investors and destinations, and we guide investments where they will have the biggest impact in making tourism more resilient, inclusive and sustainable."

Mr. Zurab Pololikashvili UN Tourism Secretary-General

UN Tourism Events

* The designations employed in this section of the website do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization (UNWTO) concerning the legal status of any country, territory, city or area, or of its authorities or concerning the delimitation of its frontiers or boundaries.

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8th un tourism global conference on wine tourism, victoria falls, zimbabwe, first un tourism regional forum on gastronomy tourism for africa, 2nd un tourism regional conference on brand africa under the theme: "p..., cebu, the philippines, first un tourism regional forum on gastronomy tourism for asia and the..., cebu, the philippines, 36th cap-csa and first un tourism regional forum on gastronomy tourism..., the 50th un tourism regional commission for the middle east and the co..., un tourism session on opening eyes and building contact: tourism conne..., bali, indonesia, 2nd un tourism regional conference on the empowerment of women in tour..., 69th meeting of un tourism regional commission for the americas, tourism brings progress. as one of the biggest sectors in the global economy, it has great power to bridge cultures, generate new opportunities and promote sustainable development., newsletters, un tourism news 82: sustainable development of tourism, am news | vol. 63 april 2024, un tourism news 81: global tourism investments trends and opportunities, un tourism news 80: diversification, innovation and sustainability.

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Travel and Tourism

Travel and tourism satellite account for 2017-2021.

The travel and tourism industry—as measured by the real output of goods and services sold directly to visitors—increased 64.4 percent in 2021 after decreasing 50.7 percent in 2020, according to the most recent statistics from BEA’s Travel and Tourism Satellite Account.

Data & Articles

• U.S. Travel and Tourism Satellite Account for 2017–2021 By Sarah Osborne - Survey of Current Business February 2023
• "U.S. Travel and Tourism Satellite Account for 2015–2019" By Sarah Osborne - Survey of Current Business December 2020
• "U.S. Travel and Tourism Satellite Account for 2015-2017" By Sarah Osborne and Seth Markowitz - Survey of Current Business June 2018
• Tourism Satellite Accounts 1998-2019
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Measures how much tourists spend and the prices they pay for lodging, airfare, souvenirs, and other travel-related items. These statistics also provide a snapshot of employment in the travel and tourism industries.

What’s a Satellite Account?

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National Travel and Tourism Strategy Overview

2022 national travel and tourism strategy.

The Strategy focuses on U.S. government efforts to promote our nation as a premier destination grounded in the breadth and diversity of its communities, and to foster a travel and tourism sector that drives economic growth, creates good jobs, and bolsters conservation and sustainability. Drawing on engagement and capabilities from across the federal government, the Strategy aims to increase not only the volume but also the value of tourism.

Leverage existing programs and assets to promote the United States to international visitors and broaden marketing efforts to encourage visitation to underserved communities.  

Reduce barriers to trade in travel services and make it safer and more efficient for visitors to enter and travel within the United States.

Extend the benefits of travel and tourism by supporting the development of diverse tourism products, focusing on underserved communities and populations. Address the financial and workplace needs of travel and tourism businesses, supporting destination communities as they expand their tourism economies. Deliver world-class experiences and customer service on federal lands and waters that showcase U.S. assets while protecting them for future generations.

Reduce travel and tourism’s contributions to climate change and build a travel and tourism sector that is resilient to natural disasters, public health threats, and the impacts of climate change. Build a sustainable sector that integrates protecting natural resources, supporting the tourism economy, and ensuring equitable development.

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Every day, we are pursuing our unique mission to increase travel to and within the united states., featured news.

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TRAVEL: POWERING THE ECONOMY. CONNECTING AMERICA.

Learn more about the impact of the travel industry, american jobs.

In 2023, the travel industry directly employed 8 million Americans and supported nearly 15 million jobs .

National GDP

The travel industry represents 2.5% of our national GDP. Travel is a top services export for our nation and has the unique ability to generate a trade surplus for the U.S. economy.

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$2.8 trillion.

Travel accounted for $1.3 trillion in direct spending in 2023—which produced an economic footprint of $2.8 trillion .

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A History of Moscow in 13 Dishes

Featured city guides.

©Dmitry Vinogradov/500px

During any season, at any hour of the day, Moscow thrills visitors with its artistry, history and majesty.

Attractions

Must-see attractions.

The Armoury dates to 1511, when it was founded under Vasily III to manufacture and store weapons, imperial arms and regalia for the royal court. Later it…

Pushkin Museum of Fine Arts

Arbat & Khamovniki

This is Moscow’s premier foreign-art museum, split over three branches and showing off a broad selection of European works, including masterpieces from…

St Basil's Cathedral

At the southern end of Red Square stands the icon of Russia: St Basil’s Cathedral. This crazy confusion of colours, patterns and shapes is the culmination…

Moscow Kremlin

The apex of Russian political power and once the centre of the Orthodox Church, the Kremlin is the kernel of not only Moscow, but of the whole country…

Lenin's Mausoleum

Although Vladimir Ilych requested that he be buried beside his mum in St Petersburg, he still lies in state at the foot of the Kremlin wall, receiving…

Zamoskvorechie

Moscow's main city escape isn't your conventional expanse of nature preserved inside an urban jungle. It's not a fun fair either, though it used to be one…

Immediately outside the Kremlin’s northeastern wall is the celebrated Red Square, the 400m-by-150m area of cobblestones that is at the very heart of…

State Tretyakov Gallery Main Branch

The exotic boyar (high-ranking noble) castle on a little lane in Zamoskvorechie contains the main branch of the State Tretyakov Gallery, housing the world…

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Moscow Travel Guide: Best Things to Do + More [2023]

· everything to know about visiting moscow, including the best things to do and how to get around. ·.

Moscow is Russia’s vibrant capital city, and it also happens to be the largest city in all of Europe. The city’s long and infamous history makes it one of the most unique places we have ever visited.

The architecture ranges from centuries-old palaces to uniform, gray concrete buildings. The people range from cold and private to warm and welcoming. Moscow is a city is strong juxtapositions, and we learned a lot during our time there.

This post will break down all you need to know about visiting Moscow, including the best things to do, how to get there, how to get around, and more.

The Best Things to Do in Moscow

1. explore the red square.

The Red Square is the heart of Moscow. Most of the city’s top attractions can be found here, including just about everything on this list. The Kremlin, St. Basil’s Cathedral, and Lenin’s Mausoleum are all located here, and the State Historical Museum and GUM are not far from here, either.

The Red Square is a common home for parades, protests, and seasonal celebrations. There are massive Christmas celebrations here, with food vendors and carnival rides set up in numbers.

2. Check Out the Ziferblat

The Ziferblat is a café in Moscow that is unlike any café we have ever been to. While most cafes charge you for your drinks and food, the Ziferblat charges you for your time.

Upon arrival, you are given a clock. When you leave, the barista calculates how much time you spent in the café and charges you accordingly. This concept was created to help visitors to be more intentional with their time, and the cafe itself is incredibly charming.

For a detailed look at everything you need to know before you visit, make sure you read my post about visiting the Ziferblat Cafe in Moscow .

3. Marvel at St. Basil’s Cathedral

St. Basil’s Cathedral is one of the most iconic churches in the world, and it was the single thing we were most excited to see while in Moscow. Built almost 500 years ago, St. Basil’s Cathedral is recognized by its colorful domes and whimsical style. The church is of the Russian Orthodox faith, and the inside is just as wondrous as the outside.

St. Basil’s Cathedral is located on the edge of the Red Square, making it incredibly convenient to visit. Entrance for non-worshippers costs 800 rubles, and tickets can be bought at the church

4. Explore the Kremlin

The Kremlin is the largest active fortress in Europe, and it is the site of most of Russia’s government affairs. In addition to government buildings, the Kremlin Complex is filled with courtyards, towers, and museums that are open to the public. If you have the time, you could spend a couple of days fully exploring all that there is to see in the Kremlin.

5. Walk Through Lenin’s Mausoleum

Vladimir Lenin is one of the most important figures in Russian history, and his body is located perfectly embalmed in a mausoleum in the Red Square. The Mausoleum is open to the public to visit, and as long as you are willing to go through a few security checks, it is easily one of the best things to do in Moscow. Its convenient location in the Red Square makes it a can’t miss attraction.

There is absolutely no photography allowed inside the Mausoleum. Do not test this rule.

6. Wander Along Arbat Street

The Arbat is a very popular street in Moscow that is lined with stores, cafes, and other touristy attractions. It is one of the oldest streets in the city, dating back to the 1400s. This street is both quaint and trendy, and there are many walking tours that introduce tourists to the neighborhood’s wonders and highlights.

7. Catch a Show at the Bolshoi Theatre

As a lover of the arts, it is hard to think of Moscow and not think of ballet. Russia has always been a top dog in the world of fine arts, and Bolshoi Theater is one of the best places to catch a performance. We were lucky enough to attend an Opera here, and it is a venue that you don’t want to miss out on if you enjoy opera, ballet, or orchestral performances.

8. Visit the State Historical Museum

The State Historical Museum is one of the most respected museums in Moscow. Despite its name, it is not really focused on the history of Russia as a nation. Rather, it contains a collection of artifacts from all throughout Russia’s history.

The museum’s collection is very broad in nature. It houses some items from indigenous tribes that used to occupy the region, pieces collected by the Romanov family, and more.

9. Wander Around GUM

GUM is an absolutely massive mall within walking distance of the Red Square. It isn’t just the size that draws visitors here; it’s the sense of luxury. The mall is so beautiful inside, much like the metro stations.

While visiting a mall might not sound like it belongs on a bucket list, this mall does. You will not want to miss out on visiting GUM while in Moscow.

10. Admire the Cathedral of Christ the Saviour

While St. Basil’s Cathedral is the most iconic church in Moscow, it isn’t the only one. The Cathedral of Christ the Saviour is absolutely stunning, with massive golden domes. It is the tallest Orthodox church in the world, and it is the seat of the Orthodox Patriarch of Moscow.

It is located just about a mile from the Red Square, just south of the Kremlin Complex. You can walk to it from the Red Square in about 20 minutes.

How to Get to Moscow

Flying to moscow.

Moscow has three major international airports: Sheremetyevo (SVO) , Domodedovo (DMO) , and Vnukovo (VKO) . All three of them are directly connected to downtown Moscow by the Aeroexpress trains, which leave every 30 minutes throughout the day. By Aeroexpress train, you can expect to get to the city center in 25-45 minutes depending on the airport that you fly into.

Sheremetyevo is the biggest and busiest of the three airports, and it is the one you are most likely to fly into – especially if you are coming from outside of Europe or the Caucus region. We flew into Sheremetyevo on a direct flight from New York City.

I usually provide backup airport options, because flying right into the city isn’t always the cheapest way to get where you’re going. Unfortunately, when it comes to Moscow, don’t really have a choice other than to fly right into Moscow. It is a very remote city, and it is usually the cheapest place to fly into in Russia as a whole.

Since Sheremetyevo is so busy, you will probably find a great flight option anyway. I wrote in  my post about finding cheap flights  that using hub airports will lead to more affordable airfare, and the same logic applies here. Even though Russia’s national airline, Aeroflot, is no longer a member of the SkyTeam Alliance, Moscow is still a major hub connecting passengers from all over the world.

READ OUR CHEAT SHEET

Train or Bus to Moscow

Trains and buses are one of the most popular ways to get around Europe. However, they’re of very little use when you’re trying to get to Moscow.

Moscow is hundreds of miles from the nearest major cities. The only major European city that can even be reached within 8 hours on the ground is St. Petersburg, and even the Baltic capitals of Riga, Vilnius, and Tallinn are over 12 hours away.

If you want to get to Moscow, the best option is almost always to fly. While the train routes to Moscow are scenic, they simply take forever.

How to Get Around Moscow

METRO | TROLLEYS | TRAMS | BUSES

Moscow has one of the most memorable metro systems in the world. Its metro lines are very deep underground, and the stations are absolutely stunning. Each station has its own unique style, but all of them contain escalators that seem to go on forever.

The system was built in an effort to showcase the power of the Soviet Union and its bright future. The plans were a form of propaganda, but they resulted in what is still one of the most visually appealing subway systems on earth.

Moscow’s metro system isn’t just pretty. It is also very useful and accessible. The system has 17 lines that connect the city and its surrounding area.

But wait; there’s more!

The Moscow metro system is also incredibly affordable, with each ride costing less than a dollar. The metro is by far the best way to get around Moscow, as it is almost impossible to beat the connection times and the low cost to ride.

Tickets can be bought at electronic, English-speaking kiosks in stations, or directly from ticket counters at certain larger stations. There are also day passes available, which are a very solid option if you plan on riding the metro several times per day.

The metro is by far the best way to get around Moscow.

In addition to the metro system, Moscow also has a network of buses, trams, and trolleys. This system is nowhere near as convenient or well-connected as the metro, though, and is likely of little use to you during your trip. There is no Uber in Moscow, but a similar app named Yandex is available if you need a ride in a pinch.

How Many Days Do You Need in Moscow?

Moscow is the biggest city in all of Europe, and it is absolutely loaded with things to do. You could spend weeks in Moscow and still find new things to do. Of course, most travelers don’t have that kind of time to spend in one place!

I recommend spending no less than three full days in Moscow, and ideally closer to five or seven.

Moscow is very spread out, and it can take some time to get from one major point to another. There are also so many places that are nice to just sit back and relax, which is hard to do when you’re in a hurry trying to cram activities into just a few days.

If you only have a week to visit Russia, I’d advise spending all of the time in one city. If you decide to split your time between Moscow and St. Petersburg, I recommend not trying to squeeze in any day trips beyond those two cities.

When Is the Best Time of the Year to Visit Moscow?

There are two different ways to approach this question. Personally, I think the best time to visit Moscow is around Christmas and New Year’s Day. While the weather will be absolutely freezing, Moscow is a surreal winter wonderland in December and January.

We were in Moscow right before Christmas. While it was very cold, you can always bundle up. Exploring the Christmas markets and pop-up ice skating rinks throughout Moscow is one of my favorite memories from anywhere I’ve traveled, and I dream of going back to do it again.

If you aren’t fond of the cold, Moscow is beautiful in the summer. It tends to get pretty cold in the shoulder seasons, so if you want warm weather, you should plan to visit in the summer. Moscow actually gets pretty warm in July and August, and there are a bunch of fantastic places to soak up the sun within the city.

The best time to visit Moscow is either around Christmas or from late May to August.

Is Moscow Safe to Visit?

While Moscow is a truly wonderful city, there’s no denying that visiting Russia comes with risks. As the country is run by an infamous communist dictator, concerns about visiting are valid. While we didn’t experience any sort of threat or negative treatment during our time in Moscow, we visited in a peaceful time.

In our experience, Russia doesn’t seem to detain normal Americans or Westerners to use as pawns. As a regular person, as long as you don’t commit any crimes, there is a slim chance you will run into any issues. However, Russia will not hesitate to enforce its laws against foreigners, and illegal behaviors will likely land you in a very compromising position.

Russia will not hesitate to enforce its laws against foreigners, and illegal behaviors will likely land you in a very compromising position.

To make matters worse, Russia has a bad reputation for gang violence. While the Russian mafia has very little interest in normal Western tourists, they won’t hesitate to pick a fight with anyone who ventures into their sphere of influence. If you seek out illegal substances or activities, you could be a target of the mafia.

If you seek out illegal substances or activities, you could be a target of the mafia.

Finally, since Russia’s invasion of Ukraine, things are all very different. Russia is currently at war, and there are battles raging within 8 hours of Moscow. While it is still relatively safe to visit, that could change at any time as the war with Ukraine continues.

Is Moscow Worth Visiting?

Without a doubt, Moscow is worth visiting. It is one of the most unique major cities we have ever visited, and we hope to make it back one day. The Russian Orthodox churches are stunning, the city’s history is unlike any other, and the food is to die for.

While many visitors prefer St. Petersburg to Moscow, I think Moscow deserves a lot of hype of its own. Moscow is the beating heart of Russian culture and history, and it’s a place I highly recommend checking out if you have the chance.

That’s all we have for you about Moscow! I hope this post was helpful as you plan your trip to Russia’s capital.

Have you been to Moscow? Or is this your first time visiting? Comment below if you have anything to add to our travel guide!

Hi, I'm Greg. I'm an avid traveler who has traveled to over 50 countries all around the world with my wife and kids. I've lived in Italy, Mexico, China, and the United States, and I dream of moving abroad again in the future. With this blog, I provide my audience with detailed destination guides to my favorite places and pro-tips to make travel as stress-free as possible.

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Pay to enter: Venice becomes the first city to implement a tourist ticket system

Venice became the first city in the world on Thursday to introduce a payment system for visitors in an experiment aimed at dissuading tourists from arriving during peak periods.

However, it isn't the only place in Italy that has recently introduced new measures aimed at slowing tourist flows.

Here are some of the initiatives currently in force.

Venice tourist tax

The lagoon city has introduced 5 euros (about $5.35) tickets for day trippers, valid from 8:30 a.m. to 4 p.m. The experiment came into force on April 25, a national holiday in Italy. Tickets will be needed for the following 10 days and thereafter for most weekends until mid-July.

Venice residents, students, workers, and homeowners are exempt from paying or booking a slot. Visitors aged under 14 and tourists with hotel reservations will need to register, but access for them will be free of charge.

Other cities, such as Como, have said they are considering introducing a similar measure but are waiting to see how the Venice initiative works before deciding.

In addition, Venice has said that from June, it will limit the size of tourist groups to 25 people and ban the use of loudspeakers by tour guides.

Florence tourist measure

Florence announced in October that it was banning new short-term residential lets on platforms such as Airbnb in its historic center. It also offered three years of tax breaks to landlords of short-term holiday lets who start offering ordinary leases for residents.

The city's famous museum, the Uffizi, offers discounts to people who arrive before 8.55 a.m. and lower prices off-season. To spread out crowds, it also closes at 10 p.m. once a week.

Cinque Terrer overtourism

The five villages that make up the Cinque Terre on the Italian Riviera regularly get swamped with visitors.

To try to reduce the overcrowding at peak periods, the authority which oversees the area said this week it would charge visitors 15 euros (about $16) to walk the most celebrated coastal path. In addition, the path can only be walked in one direction.

Capri tourism measure

The picturesque small island that lies across the bay from the southern city of Naples has doubled its entry fee, which is automatically added to ferry tickets, to 5 euros. The fee will be charged from April 1 to October 1.

Capri, Ischia, Procida, Lampedusa and Linosa changes

These islands have introduced limits, or outright bans, on cars for non-residents during the main tourist season.

Tourism deputy rings up N.B. government's largest 2023 expense account

Moving costs and an $800-a-night hotel help push yennah hurley's expenses over $77,000.

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Luxury-hotel stays during an unpublicized trip to London and Paris and a personal move from Quispamsis to Fredericton helped deputy tourism minister Yennah Hurley, the former adviser to Premier Blaine Higgs, amass $77,710 in expenses in 2023.   

It's the largest amount claimed by a senior official in the New Brunswick government for the year, including the premier and cabinet ministers, according to online departmental expense reports.

New Brunswick releases information on expenses paid to ministers and senior government officials quarterly for travel, living expenses, car allowances, accommodations and other costs.  

It calls it an "effort to improve transparency, accountability and enhance the proactive disclosure of information."

In 2023, the largest amount claimed by an elected official for the calendar year was $52,522 by Higgs. That included $10,999 spent on a trip to Europe last May highlighted by Higgs's speech at the World Hydrogen Summit in the Netherlands.

Charges by the premier, however, were eclipsed by Hurley, whose expense claims ran nearly 50 per cent higher.

Hurley is a former small adventure business operator and travel blogger who has been New Brunswick's deputy minister of tourism since 2020.

She was hired in 2019 on a two-year consulting contract by Higgs to work in the Tourism Department and report directly to him on changes that might be made.

One change that came quickly was the firing of the previous deputy minister, Francoise Roy, a month after Hurley began work. Ten months later, Hurley had Roy's old job 

"I am proud that she is working with the people in the department," Higgs said in the legislature in 2019 in defending Hurley's initial hiring.

"I am proud that she is working with the minister because we are going to get things done by thinking differently. I am proud that she is part of the team."

In 2023, reports show, Hurley took several trips on government business both inside and outside Canada.

Expense reports contain little information on the purpose of trips, and Hurley was not made available for an interview.  However, her reports show $21,488 was spent on hotels in multiple locations, including Banff, Quebec City and North Carolina.

According to information provided by the province, the most expensive trip, an eight-day visit to Europe last September was an effort to boost international tourism interest in New Brunswick.

It was also said to be for gathering information on tourism sites of significance that are recognized by the United Nations Educational Scientific and Cultural Organization.

"The purpose of the mission was to discuss opportunities with international tour operators for visits to New Brunswick," Bruce Macfarlane, New Brunswick's senior director for media relations, wrote in response to a request for information about the trip.

"The mission also included site visits and meetings with UNESCO properties and museums with four nights in London and a four-night stay in Paris."

Four Tourism Department representatives went to Europe, according to Macfarlane, including Hurley and the minister, Tammy Scott-Wallace.

The group stayed at the Trafalgar St. James, a London hotel, before eventually moving to Hotel Lumen in Paris.

According to prices advertised online and expense reports submitted by both Scott-Wallace and Hurley, the hotels charge about $800 and $600 per night, respectively.

Hurley's expenses also included receipts for visits to Windsor Castle, Stonehenge, an unspecified British museum, the London Eye, and the Palace of Versailles.  

There appeared to be no specific charges for business meetings during the eight days by either the minister or deputy minister. Hurley's expenses eventually totalled $12,328 with Scott-Wallace charging $10,199.

Isabelle Theriault, the deputy Liberal leader and opposition tourism critic, said she is surprised to hear about the trip.  

By coincidence last September, the Tourism Department was in front of the legislature's public accounts committee two weeks after Hurley returned from Paris, and Theriault questioned her about departmental efforts being made to promote New Brunswick in Europe.   

The trip was never mentioned.

"If I had known I would have asked questions about it," said Theriault.

"If they just came back from those regions in Europe why didn't they tell me, 'We went there to work on how to attract people from those regions.' But they chose not to tell."

Hurley's largest expense in 2023 was not travel-related. After her return from Europe, she sold her house in Quispamsis and moved to Fredericton, ending four years of commuting.

• Hand-picked Higgs officials living outside Fredericton cost taxpayers extra
• Taxpayers foot bill for 2nd residence in Fredericton for deputy tourism minister
• Blaine Higgs hire unaware of social media ban on politically partisan posts

That move cost taxpayers a further $19,321.17 in relocation costs.  

Those included $15,000 for the real estate commission paid on the house Hurley sold, $3,550.67 for movers and $770.50 in legal fees.

According to the New Brunswick government's relocation policy, moving expenses for an existing employee are allowed at the discretion of a departmental deputy minister "if" the employee "is transferred."

Hurley was not transferred to a new job, and she did not take a loss on the sale of her home, which sometimes adds to relocation costs.

Real estate records show the house sold last October for $405,000, well above the listed asking price of $324,900.

Nevertheless, Macfarlane said it was determined Hurley did in fact qualify to have moving expenses covered and emphasized she did not approve her own claim. He declined to say who did.

"As outlined in the relocation policy, in no case can the Deputy Head authorize their own relocation expenses," wrote Macfarlane.

"Another designate approved the relocation expenses within the policy directive. Although we cannot talk about specific cases, the relocation expenses fell within the policy."

ABOUT THE AUTHOR

Robert Jones has been a reporter and producer with CBC New Brunswick since 1990. His investigative reports on petroleum pricing in New Brunswick won several regional and national awards and led to the adoption of price regulation in 2006.

Klook Plans Partnership with Thailand as the Country Skyrockets in Popularity

Jesse Chase-Lubitz , Skift

April 25th, 2024 at 2:33 PM EDT

Thailand remains a strong destination post Covid. Tour operators are flocking to the country and playing a significant role in how travel evolves.

Jesse Chase-Lubitz

Klook, a leading platform for travel experiences in Asia, signed a letter of intent with the Tourism Authority of Thailand to boost experiences in the country. The company is hoping to double the number of bookings it has for tourism packages to Thailand this year.

Klook says it is focusing on events, from Muay Thai matches to music festivals to Michelin visits and river cruises. The collaboration should have a particular impact on ticketing, as it allows the company to offer an integrated booking experience to major festivals and top attractions. 

Klook is also planning to promote the less obvious attractions and support small to medium operators by providing digitalization tools that can bring offerings online and showcase them to a global audience. 

Thailand Gaining in Popularity

Thailand is a long-time travel favorite and it bounced back strong after COVID. Klook says the country has had a 44% growth in foreign tourist arrivals over the past year and a Travel Pulse survey shows that travelers are looking to increase their target budgets for Thailand in 2024 by up to 50%. 

The Tourism Authority of Thailand conducted its own survey echoing these results . They found that tourists are spending more on luxury accommodations despite higher airfares and that the use of online platforms for travel arrangements is rising, with tour operators “still playing a significant role.”

Other tour operators, such as EF World Journeys, which offers educational tours, say Thailand is a growing favorite for North American travelers and that it remains one of the top three most popular destinations in Asia. 

“Year-to-date, EF Go Ahead Tours has realized nearly 60% year-over-year growth in bookings to Thailand, adding several new tour offerings in the country to meet the demand in the region,” says Heidi Durflinger, President of EF World Journeys which operates two of their offerings.

“Based on our trending destinations data, which is based on thousands of demand indicators amongst younger adult travelers (18-35), tours in Thailand have been a consistent top 5 destination for bookings during Spring Break, but we are also seeing strong demand for Thailand from travelers seeking international beach vacations all year round,” said Heather Leisman, President, EF Ultimate Break.

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Tags: Klook , thailand , tourism

Photo credit: Klook & Thailand Tourism Authority Tuk Tuk at Wat Ratchanadda and the Loha Prasat, Buddhist temples in Bangkok. Source: Klook

The Economic Times daily newspaper is available online now.

Indians among top visitors to moscow from non-cis states.

Moscow sees a rise in business tourism, with 3.7 million visitors in 2023, including 60,000 Indians. A conference in Delhi aimed to strengthen ties between Indian and Moscow's MICE industries, highlighting Moscow's potential for corporate events. The event also discussed collaboration opportunities and innovative MICE venues.

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Moscow city tourism committee organizes conference for indian mice market stakeholders.

New Delhi [India], April 24 (ANI): Recognising market demand, the Moscow City Tourism Committee organized a conference for representatives of the Indian MICE industry, to introduce them to the tourism strengths of the Russian capital.

MICE stands for Meetings, Incentives, Conferences and Exhibitions, and is a type of tourism in which large groups, usually plan things well in advance.

The event took place on April 19 in Delhi and brought together over 100 participants from MICE agencies of both countries, corporate customers, representatives of the travel industry in Moscow, Aeroflot and the Indian branches of Sberbank.

Business tourism is one of the most promising directions for Moscow.

In 2023, the capital was visited by 3.7 million business tourists - 7 per cent more than in 2022. And India remains one of the leaders among visitors from non-CIS countries in terms of the number of business travellers.

"The Russian capital as a centre of business tourism and corporate events is already an established and a strong brand in the international arena," commented Anastasia Popova, Deputy General Director for International and Industry Cooperation of Project Office for the Development of Tourism and Hospitality in Moscow.

"Now our task is to demonstrate to our Indian partners all the possibilities of organizing high-value MICE events in Moscow in combination with already proven tourist programs," said Popova.

At the Shaping MICE Future Conference, industry experts from Russia and India pronounced statements and speeches on the future of MICE events in these two countries, a presentation of the MICE potential of Moscow was showcased, and an analytical report on the state of the outbound MICE market in India was presented to the visitors.

During the panel discussion, participants assessed the current status and interaction peculiarities with the MICE market in India and developed recommendations for the MICE industry in Moscow during the general brainstorming session.

Representatives of the Indian MICE industry participated in B2B negotiations to find new cross-partners in the Moscow business environment and among representatives of the hospitality industry.

Representatives of the MICE industry took part in the event from Moscow.

Among them were DMC (Grand Rus, Academservice, Headed Goose, Satguru Travel, Isba Rus, Hug the Bear, Mellenium Group) as well as representatives of other partners interested in the development of MICE cooperation between Russia and India: Global transfers provider i'way and hotels Edge Seligerskaya and Edge Vinogradovo Moscow by Rotana.

"In 2024, we have witnessed a significant surge (more than quadruple) in the demand for transfers by Russians visiting India, both for business and leisure purposes. Muscovites are leading the trend, with 80 per cent of transfer bookings originating from the capital since the beginning of the year. Additionally, we observe a growing interest from Indian tourism agencies in exploring Russia, resulting in a substantial increase in our collaboration," commented Dmitriy Saraykin, co-founder of Global Transfer Provider i'way.

The Shaping MICE Future conference allowed the Moscow City Tourism Committee to form a pool of MICE industry representatives in Moscow to prioritize incoming requests for events and clarify India's requirements for business and corporate events to build mutually effective work. Indian colleagues received up-to-date information about Moscow as a safe and attractive MICE destination and were able to find potential partners among representatives of the MICE industry of the Russian capital and were able to present the MICE market in India.

"The event served as a remarkable platform for fostering meaningful dialogue and collaboration within the tourism industry. The event provided us with invaluable opportunities to engage with key stakeholders from the tourism department, as well as tour operators and service providers. The insights gained during the event underscored the Moscow City Tourism Committee's keen interest in the Indian outbound market, and we are optimistic about the promising prospects for Moscow as a destination, particularly in the post-pandemic landscape. We firmly believe that with concerted efforts and strategic initiatives, Moscow has the potential to emerge as a top-choice destination for Indian tourists," said Mudit Mathur, director of Tours Delite India, representing Academ Service - Russia in India.

The conference also assessed the solutions to foreign demand for non-standard venues and elements in MICE programs, such as museums, parks, theaters and others. Holding MICE events at offbeat locations, such as the State Historical Museum, the Moscow Planetarium and Khudozhestvenny Cinema, is becoming popular.

ANI 25th April 2024, 03:27 GMT+10

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460 Years Ago, Shakespeare Was Born Here. Or Somewhere.

Every year, millions flock to Stratford-upon-Avon, England, to visit the house known as Shakespeare’s Birthplace. But was he really born there? A whole industry depends on it.

By Elizabeth Winkler

Sometime in the late 18th century, a sign appeared outside a shambly butcher’s hut in the English town of Stratford-upon-Avon: “The Immortal Shakspeare was born in this house,” it announced, using a then common spelling of his name. Devotees began making pilgrimages — dropping to their knees, weeping, singing odes: “Untouched and sacred be thy shrine, Avonian Willy, bard Divine!”

A tradesman grew rich selling carvings from a local mulberry tree, like pieces of the true cross. Some skeptics suspected that the sign was part of a scheme to bring visitors to Stratford; others wondered if it had been hung by the property’s occupant. A local antiquarian criticized the whole scene as “a design to extort pecuniary gratuities from the credulous and unwary.”

Pilgrims flocked to the house, and it became a site so hallowed that one visitor warned that the veneration of Shakespeare threatened to eclipse that of God:

Yet steals a sigh, as reason weighs/ The fame to Shakespeare given,/ That thousands, worshippers of him,/ Forget to worship Heaven!

About 250 years after its break from the Catholic Church, England had its own Bethlehem and manger.

The problem: No one really knows where Shakespeare was born.

Mock Tudors and magic wands

Stratford-upon-Avon lies two hours northwest of London in the Midlands, more or less the heart of England. Today, it is one of Britain’s most popular tourist destinations, drawing up to three million visitors a year. The Birthplace is its main attraction, followed by the cottage reputed to be the place where Anne Hathaway, Shakespeare’s wife, grew up.

Stratford exudes Elizabethan kitsch, with souvenir shops and half-timbered buildings. ​​In the 19th century, the Victorians tried to make Stratford look more “authentic,” which has left it teeming with mock Tudors.

It’s a town whose economy and identity revolve around Shakespearean fervor, which peaks every year on April 23, the date celebrated as Shakespeare’s birthday. It is also, conveniently, St. George’s Day , honoring the patron saint of England.

On my first visit in June 2021, I passed the Hathaway Tea Rooms and a cafe called the Food of Love, a cutesy name taken from “Twelfth Night” (“If music be the food of love, play on”). Confusingly, there were also several Harry Potter-themed shops. Stratford and Hogwarts, quills and wands, poems and spells . Then again, maybe the conflation was apt: Wasn’t Shakespeare a sort of boy wizard, magically endowed with inexplicable powers?

On Henley Street, I arrived at the Birthplace, a half-timbered house yellowed with age. Today, it looks like a single detached building, but it was originally a row of tenements. John Shakespeare bought one tenement on the street in 1556, though he also bought property on nearby Greenhill Street, which could just as easily have been the site of his son’s birth. He bought the property thought to be the Birthplace in 1575, 11 years after his son was born.

Those who believe in the Birthplace point to a record from 1552 showing that a John Shakespeare was fined for keeping a dung heap somewhere on Henley Street. It doesn’t specify the location, but that dung heap has fueled a theory that he must have been living there at the time of his son’s birth, perhaps as a renter.

Similarly, the claim for the authenticity of Anne Hathaway’s Cottage rests on a record that a John Hathaway leased the 90-acre farm on which the building stood 13 years before Anne was born in about 1556. The cottage may well be linked to the Hathaways, but there is no proof that Anne actually grew up in it, just as there is none that Shakespeare was born in the house on Henley Street.

Together, these traditions have sustained Stratford’s tourist industry, worth about $315 million in 2019, before the pandemic. But they have not convinced many skeptics over the years.

“Stratford permits — indeed encourages — one of the biggest frauds in England to rage unchecked,” the journalist Bernard Levin railed in The Daily Mail in 1965. “I mean those two monumental frauds, ‘Shakespeare’’s Birthplace and Anne Hathaway’s Cottage.”

It didn’t help that hucksters have found ways to make the story profitable. In the early 19th century, a tenant of the Birthplace named Mrs. Hornby ran a lucrative hustle showing and selling Shakespeare’s “relics” to gullible visitors. The relics were eventually exposed in an 1848 article in Bentley’s Miscellany , which observed that four different chairs, each purporting to be “Shakespeare’s chair,” had been sold over the years, each made by a well-known local craftsman.

I entered through the Shakespeare Centre, a strange museum that acts as an antechamber to the Birthplace. There were no books owned by Shakespeare or letters in Shakespeare’s hand, because none are known to exist. Instead, a glass case displayed eight Shakespeare busts dating from 1844 to 2000. Another case featured a Shakespeare beer mug (1933), Shakespeare playing cards (1974) and a Shakespeare action figure made in China (2003).

Inside the Birthplace, I went from room to room with the other visitors. Guides regaled us with tales of Shakespeare’s childhood — how he played and ate and dreamed in these rooms. Of course, his childhood is actually a yawning blank: From his baptism in 1564 to his marriage in 1582, there are no records of him. In one room, a table displayed books, quills and ink, indicating a family of learning — but his parents signed documents with a mark, like many illiterate people in Tudor England.

The other visitors murmured to one another in reverent museum whispers and nodded at the guides. I thought of how, in the late 19th century, a Birthplace custodian named Joseph Skipsey resigned his post after a few months, explaining that “not a single one of the many so-called relics on exhibition could be proved to be Shakspere’s” and that “the Birthplace itself is a matter of grave doubt.”

The power of popular faith

Efforts to preserve the property as the official Birthplace began in 1847, when it was put up for sale. In response to fears that P.T. Barnum was going to buy it and make it part of a show, a committee was formed to “save” the house for the nation, and the group began to solicit donations.

Not everyone was convinced. “The extraordinary sensation caused by the purchase of this shabby sausage-shop deserves a prominent place amongst popular delusions,” declared the 1848 Bentley’s Miscellany article . A writer for another British periodical mocked the gullibility of a nation pouring forth funds to buy a “rubbishing mass of lath and plaster in which the Poet was no more born than was the Man in the Moon himself.”

But the belief had already become an article of faith, strengthened by its own repetition. The Birthplace was a better shrine for the very absence of evidence — for the faith it required of its visitors — the publisher Charles Knight wrote at the time. That same year, the committee secured the Birthplace at auction for 3,000 pounds, worth about $323,000 today .

The “shabby sausage-shop” made an uninspiring temple. So the adjoining premises were demolished, walls moved, floorboards replaced, new doorways and staircases created. Its new stewards transformed it into the large, comfortable home of a prosperous Elizabethan family, leaving the cellar as “the only portion which remains as it was,” as the scholar Sidney Lee wrote in 1901. What emerged was less a Tudor dwelling than a Victorian imagination of one.

The committee became the Shakespeare Birthplace Trust , the group that still runs the site, and maintains its authenticity. “We know that, to the best of our current understanding, the building includes the surviving fabric of a property that is traditionally and intimately associated with Shakespeare and his family,” said a spokesman for the trust.

The trust went on to acquire more properties, including Anne Hathaway’s Cottage, a thatched farmhouse where visitors are invited to “relive Shakespeare’s love story.”

A temple to baby Shakespeare

“This is the room where we believe William Shakespeare was born in April 1564,” read a sign in the Birthroom. Next to the bed stood a cradle laid out with blankets and a tiny pillow, encouraging visitors to imagine the baby genius mewling by his parents’ side. For the Victorians, the Birthroom offered the mystical possibility of contact with the poet. Visitors recorded melodramatic accounts of what they felt on entering the room: They burst into tears. They fell down. They kissed the floor. Those desiring a more extended communion spent the night.

Others were unimpressed. “If I were to allude to Stratford, it would not be in connection with the fact that Shakespeare came into the world there,” wrote the novelist Henry James after visiting. “It would be rather to speak of a delightful old house near the Avon which struck me as the ideal home for a Shakespearean scholar.”

But the fantasy is resilient. In a 2023 PBS documentary, “ Making Shakespeare: The First Folio ,” the scholar Michael Dobson, director of the Shakespeare Institute, stood in the Birthplace, gushing over “the very room in which Shakespeare was born.”

I shuffled around the cradle with the other visitors, unsure of what to do. Were we supposed to genuflect? Kiss it? After an appropriate amount of staring, we moved on.

To exit, I had to pass through the gift shop, where any lingering sense of piety dissipated in a tidal wave of consumerism. Visitors were loading up on Shakespeare T-shirts, breakfast teas and tea towels. Shakespeare rubber ducks and windup toys. Shakespeare Christmas ornaments, baby onesies, tote bags and luxury chocolates. Belief is good business.

When I returned to Stratford last February, little had changed since my first visit. The Shakespeare Centre was now showing modern artists’ interpretations of the poet, including a Surrealist painting of a masked figure that suggested the mystery surrounding him. The trinket stands were still hawking their modern versions of those 18th-century mulberry tree carvings. Faith in the traditions is bound up with desire — the need to believe.

Where was “the Immortal Shakspeare” really born? Stories are usually more seductive than the truth.

Sheelagh McNeill contributed research.

Elizabeth Winkler is a journalist, a critic and the author of “ Shakespeare Was a Woman and Other Heresies: How Doubting the Bard Became the Biggest Taboo in Literature .”

Follow New York Times Travel on Instagram and sign up for our weekly Travel Dispatch newsletter to get expert tips on traveling smarter and inspiration for your next vacation. Dreaming up a future getaway or just armchair traveling? Check out our 52 Places to Go in 2024 .

Open Up Your World

Considering a trip, or just some armchair traveling here are some ideas..

52 Places:  Why do we travel? For food, culture, adventure, natural beauty? Our 2024 list has all those elements, and more .

Mumbai:  Spend 36 hours in this fast-changing Indian city  by exploring ancient caves, catching a concert in a former textile mill and feasting on mangoes.

Kyoto:  The Japanese city’s dry gardens offer spots for quiet contemplation  in an increasingly overtouristed destination.

Iceland:  The country markets itself as a destination to see the northern lights. But they can be elusive, as one writer recently found .

Texas:  Canoeing the Rio Grande near Big Bend National Park can be magical. But as the river dries, it’s getting harder to find where a boat will actually float .