article on travel and tourism

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.

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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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What is travel and tourism’s role in future global prosperity?

The travel and tourism sector faces many challenges in a disrupted world, from geopolitical tensions to climate change. Image:  Unsplash.

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Stay up to date:, travel and tourism.

• The travel and tourism sector faces many challenges in a disrupted world, from geopolitical tensions to climate change.
• The sector can be a powerful driver of sustainable economic prosperity – supporting people and places.
• The latest Travel and Tourism Development Index benchmarks the factors and policies that enable resilient and sustainable development.

With 2023 at an end, the Travel and Tourism (T&T) sector is finally positioned to move past the impact of the pandemic, with international tourist arrivals anticipated to reach levels reminiscent of the pre-pandemic era . However T&T sector stakeholders and destinations are navigating a complex terrain marked by external challenges such as geopolitical and economic uncertainty, inflation and dangers from the proliferation of extreme weather events like wildfires.

Many of these issues represent broader ongoing and longer-term economic, environmental, societal, geopolitical and technological trends. Within this context, consumers, policy-makers and advocates have expressed growing apprehension about the sector’s record on sustainability and its role in issues such as climate change, overcrowding, and overall impact on local communities.

Against this dynamic backdrop, it becomes imperative for the leaders and visionaries of the T&T industry to not only comprehend the impending trends but also acknowledge the sector's potential to tackle global challenges. When managed thoughtfully, travel and tourism emerge as potent drivers of resilient and sustainable development, contributing to the collective well-being of our planet.

The TTDI benchmarks and measures “the set of factors and policies that enable the sustainable and resilient development of the T&T sector, which in turn contributes to the development of a country”. The TTDI is a direct evolution of the long-running Travel and Tourism Competitiveness Index (TTCI), with the change reflecting the index’s increased coverage of T&T development concepts, including sustainability and resilience impact on T&T growth and is designed to highlight the sector’s role in broader economic and social development as well as the need for T&T stakeholder collaboration to mitigate the impact of the pandemic, bolster the recovery and deal with future challenges and risks. Some of the most notable framework and methodology differences between the TTCI and TTDI include the additions of new pillars, including Non-Leisure Resources, Socioeconomic Resilience and Conditions, and T&T Demand Pressure and Impact. Please see the Technical notes and methodology. section to learn more about the index and the differences between the TTCI and TTDI.

Why travel and tourism have a role to play in future global prosperity

The recently released World Economic Forum’s Global Risk Report 2024 sheds light on the short- and long-term risks that the world faces. According to the report’s survey results, economic and societal risks, such as inequality, inflation, migration, and economic downturns, take center stage in the next two years, while environmental concerns, including extreme weather events and biodiversity loss, dominate the global risks for the next decade.

Given that T&T accounts for 7.6% of global GDP and close to 300 million jobs , the sector plays a critical role in addressing societal and economic challenges. The sector's significance magnifies as it empowers small- and medium-sized enterprises, with over 80% of T&T businesses falling under this category. It also plays a pivotal role in employing women, youth, migrants, and informal workers, thereby contributing significantly to economic opportunities .

T&T is also a major driver of global connectivity at a time when geopolitical tensions and conflict are on the rise, while globalization seems to be slowing. In the coming decade, T&T’s role in mitigating socioeconomic risks will only climb, with the World Travel and Tourism Council forecasting T&T sector GDP to grow at nearly double the rate of the broader global economy in the 10 years to 2033, thereby adding more than 100 million new jobs.

On an environmental level, T&T is a key stakeholder in addressing climate change and protecting the environment. The sector is not only affected by these challenges but also contributes to climate change with around 8% of global anthropogenic greenhouse gas emissions stemming from tourism activities. Therefore, actions in the sector, especially in hard-to-abate segments like aviation, are important to helping meet global climate change targets. Moreover, many destinations' dependence on nature-based attractions makes T&T a means to generate economic value for protecting nature.

Have you read?

What is overtourism and how can we overcome it , this is how to leverage community-led sustainable tourism for people and biodiversity, are we finally turning the tide towards sustainable tourism, the podcasts to listen to during davos #wef24, unlocking travel and tourism's potential.

To unlock the full potential of T&T as a tool for addressing many of the world’s ongoing and future challenges, sector leaders must prioritize sustainability and resilience in their development strategies.

The Global Future Council on Sustainable Tourism emphasizes the importance of creating standards and metrics for sustainability, cultivating a well-trained and inclusive workforce, prioritizing and engaging with local communities, aligning visitors with destinations carrying capacity and making appropriate investments in relevant infrastructure .

Achieving these goals necessitates a high degree of collaboration among sector and non-sector businesses, employees, and government actors at national and local levels, including tourism and environmental agencies, civil society, and international organizations.

In the coming months, the Forum, in collaboration with the University of Surrey, will unveil the latest edition of the Travel and Tourism Development Index (TTDI). This index promises to provide a comprehensive understanding of the factors and policies that enable the sustainable and resilient development of the T&T sector.

Drawing on the latest data encompassing environmental and social impacts of T&T, labour markets, infrastructure, natural and cultural resources, and demand sustainability, the TTDI offers insights into the challenges ahead, the sector's readiness for risks and opportunities, and how it can be leveraged to address global issues. The importance of T&T for global prosperity will only grow in the years, creating new opportunities for shared commitment to a sustainable and inclusive future.

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• THE BIG IDEA

Why travel should be considered an essential human activity

Travel is not rational, but it’s in our genes. Here’s why you should start planning a trip now.

In 1961, legendary National Geographic photographer Volkmar Wentzel captured two women gazing at the surf off Peggy’s Cove, Nova Scotia. This and all the other images in this story come from the National Geographic image collection.

I’ve been putting my passport to good use lately. I use it as a coaster and to level wobbly table legs. It makes an excellent cat toy.

Welcome to the pandemic of disappointments. Canceled trips, or ones never planned lest they be canceled. Family reunions, study-abroad years, lazy beach vacations. Poof. Gone. Obliterated by a tiny virus, and the long list of countries where United States passports are not welcome.

Only a third of Americans say they have traveled overnight for leisure since March, and only slightly more, 38 percent, say they are likely to do so by the end of the year, according to one report. Only a quarter of us plan on leaving home for Thanksgiving, typically the busiest travel time. The numbers paint a grim picture of our stilled lives.

It is not natural for us to be this sedentary. Travel is in our genes. For most of the time our species has existed, “we’ve lived as nomadic hunter-gatherers moving about in small bands of 150 or fewer people,” writes Christopher Ryan in Civilized to Death . This nomadic life was no accident. It was useful. “Moving to a neighboring band is always an option to avoid brewing conflict or just for a change in social scenery,” says Ryan. Robert Louis Stevenson put it more succinctly: “The great affair is to move.”

What if we can’t move, though? What if we’re unable to hunt or gather? What’s a traveler to do? There are many ways to answer that question. “Despair,” though, is not one of them.

In this aerial view from 1967, wall-to-wall seaside sunbathers relax under umbrellas or on beach towels in Ocean City, Maryland .

A 1967 fall festival in Guadalajara, Mexico , starred traditionally costumed musicians and dancers.

We are an adaptive species. We can tolerate brief periods of forced sedentariness. A dash of self-delusion helps. We’re not grounded, we tell ourselves. We’re merely between trips, like the unemployed salesman in between opportunities. We pass the days thumbing though old travel journals and Instagram feeds. We gaze at souvenirs. All this helps. For a while.

We put on brave faces. “Staycation Nation,” the cover of the current issue of Canadian Traveller magazine declares cheerfully, as if it were a choice, not a consolation.

Today, the U.S. Travel Association, the industry trade organization, is launching a national recovery campaign called “ Let’s Go There .” Backed by a coalition of businesses related to tourism—hotels, convention and visitor bureaus, airlines—the initiative’s goal is to encourage Americans to turn idle wanderlust into actual itineraries.

The travel industry is hurting. So are travelers. “I dwelled so much on my disappointment that it almost physically hurt,” Paris -based journalist Joelle Diderich told me recently, after canceling five trips last spring.

(Related: How hard has the coronavirus hit the travel industry? These charts tell us.)

My friend James Hopkins is a Buddhist living in Kathmandu . You’d think he’d thrive during the lockdown, a sort-of mandatory meditation retreat. For a while he did.

But during a recent Skype call, James looked haggard and dejected. He was growing restless, he confessed, and longed “for the old 10-countries-a-year schedule.” Nothing seemed to help, he told me. “No matter how many candles I lit, or how much incense I burned, and in spite of living in one of the most sacred places in South Asia, I just couldn’t change my habits.”

When we ended our call, I felt relieved, my grumpiness validated. It’s not me; it’s the pandemic. But I also worried. If a Buddhist in Kathmandu is going nuts, what hope do the rest of us stilled souls have?

I think hope lies in the very nature of travel. Travel entails wishful thinking. It demands a leap of faith, and of imagination, to board a plane for some faraway land, hoping, wishing, for a taste of the ineffable. Travel is one of the few activities we engage in not knowing the outcome and reveling in that uncertainty. Nothing is more forgettable than the trip that goes exactly as planned.

Related: Vintage photos of the glamour of travel

Travel is not a rational activity. It makes no sense to squeeze yourself into an alleged seat only to be hurled at frightening speed to a distant place where you don’t speak the language or know the customs. All at great expense. If we stopped to do the cost-benefit analysis, we’d never go anywhere. Yet we do.

That’s one reason why I’m bullish on travel’s future. In fact, I’d argue travel is an essential industry, an essential activity. It’s not essential the way hospitals and grocery stores are essential. Travel is essential the way books and hugs are essential. Food for the soul. Right now, we’re between courses, savoring where we’ve been, anticipating where we’ll go. Maybe it’s Zanzibar and maybe it’s the campground down the road that you’ve always wanted to visit.

(Related: Going camping this fall? Here’s how to get started.)

James Oglethorpe, a seasoned traveler, is happy to sit still for a while, and gaze at “the slow change of light and clouds on the Blue Ridge Mountains” in Virginia, where he lives. “My mind can take me the rest of the way around this world and beyond it.”

It’s not the place that is special but what we bring to it and, crucially, how we interact with it. Travel is not about the destination, or the journey. It is about stumbling across “a new way of looking at things,” as writer Henry Miller observed. We need not travel far to gain a fresh perspective.

No one knew this better than Henry David Thoreau , who lived nearly all of his too-short life in Concord, Massachusetts. There he observed Walden Pond from every conceivable vantage point: from a hilltop, on its shores, underwater. Sometimes he’d even bend over and peer through his legs, marveling at the inverted world. “From the right point of view, every storm and every drop in it is a rainbow,” he wrote.

Thoreau never tired of gazing at his beloved pond, nor have we outgrown the quiet beauty of our frumpy, analog world. If anything, the pandemic has rekindled our affection for it. We’ve seen what an atomized, digital existence looks like, and we (most of us anyway) don’t care for it. The bleachers at Chicago ’s Wrigley Field; the orchestra section at New York City ’s Lincoln Center; the alleyways of Tokyo . We miss these places. We are creatures of place, and always will be.

After the attacks of September 11, many predicted the end of air travel, or at least a dramatic reduction. Yet the airlines rebounded steadily and by 2017 flew a record four billion passengers. Briefly deprived of the miracle of flight, we appreciated it more and today tolerate the inconvenience of body scans and pat-downs for the privilege of transporting our flesh-and-bone selves to far-flung locations, where we break bread with other incarnate beings.

Landscape architects work in their Rio de Janeiro, Brazil , studio in 1955.

A tourist photographs a towering century plant in St. Thomas, U.S. Virgin Islands, in 1956.

In our rush to return to the world, we should be mindful of the impact of mass tourism on the planet. Now is the time to embrace the fundamental values of sustainable tourism and let them guide your future journeys. Go off the beaten path. Linger longer in destinations. Travel in the off-season. Connect with communities and spend your money in ways that support locals. Consider purchasing carbon offsets. And remember that the whole point of getting out there is to embrace the differences that make the world so colorful.

“One of the great benefits of travel is meeting new people and coming into contact with different points of view,” says Pauline Frommer, travel expert and radio host.

So go ahead and plan that trip. It’s good for you, scientists say . Plotting a trip is nearly as enjoyable as actually taking one. Merely thinking about a pleasurable experience is itself pleasurable. Anticipation is its own reward.

I’ve witnessed first-hand the frisson of anticipatory travel. My wife, not usually a fan of travel photography, now spends hours on Instagram, gazing longingly at photos of Alpine lodges and Balinese rice fields. “What’s going on?” I asked one day. “They’re just absolutely captivating,” she replied. “They make me remember that there is a big, beautiful world out there.”

Many of us, myself included, have taken travel for granted. We grew lazy and entitled, and that is never good. Tom Swick, a friend and travel writer, tells me he used to view travel as a given. Now, he says, “I look forward to experiencing it as a gift.”

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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

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The Maya Train Will Get You to All of Yucatán’s Best Spots. But Not Yet.

In December, the train began running on its first route through Mexico’s Yucatán Peninsula. On a five-day journey a few months later, the author encountered enthusiasm, and scheduling hiccups.

By Elisabeth Malkin

Elisabeth Malkin has been visiting the Yucatán Peninsula for three decades.

I stepped off the platform at the gleaming new Maxcanú train station, eager to see the magnificent Maya archaeological site of Uxmal. All I needed was a taxi to take me there, a trip of about 30 miles away.

There are no taxis, said the stationmaster, as we stood on the polished limestone floors of the high-ceilinged station, which was cool and breezy despite the brilliant late-morning sun outside. And I was the third person in two weeks to get off at Maxcanú expecting to reach Uxmal, he said.

I was midway through a five-day trip to explore the brand-new Maya Train and several of its destinations in the Yucatán Peninsula of Mexico . Designed to run 965 miles (1,554 kilometers) around a loop of 34 stations when completed, the train will whisk passengers in cool comfort through colonial cities, archaeological sites, splashy resorts and tropical forests.

Now I was stunned. Wrangling a taxi has never been a problem in Mexico. But the drivers gathered in the main square of Maxcanú offered only beat-up vans that hopscotch through small towns, where I might or might not find a taxi to Uxmal. The next van was leaving in 45 minutes.

Yucatán’s layers of history have long held me spellbound. During earlier car trips, I have clambered up deserted Maya temples and palaces, stepped into the cool naves of massive 16th-century churches and visited restored haciendas, testaments of the ostentation — and hardship — of the peninsula’s 19th-century plantation economy. Traveling by train, I thought, would allow me to steep myself in more of that history.

But as I found in Maxcanú, a train won’t necessarily get you to where you want to go.

During my February trip, I traveled on the only route then available, an east-west leg that opened in December and runs from Cancún to Mérida, and then south through the port city of Campeche to the Maya site of Palenque (a short route between Cancún and Playa del Carmen opened last month, with three trains a day). I encountered scheduling confusion, unfinished stations and a dearth of trains — just two operating daily each way between Cancún and Campeche, and only one to Palenque. Overnight sleepers and special dining trains seem years away.

President Andrés Manuel López Obrador considers the Maya Train his showcase development project, and wants to inaugurate the rest of the train before he leaves office on October 1. Based on my experience, that goal seems elusive.

A $29-billion route through the jungle

I started my journey in Cancún, where in the pre-dawn gloom the station hovered like a glowing spaceship. An attendant scanned the ticket I had bought online and a half-dozen more pointed me toward my tourist-class car, which was about a quarter full. I planned to go to Campeche, about 300 miles away, stopping once each day. At 120 kilometers (about 75 miles) an hour, the train covers the route in about six hours, the same as a car. (When construction is complete, the train’s speed should increase to 160 kilometers an hour.)

The car’s wide windows looked out at a wall of low jungle. The blue-green seats were comfortable and there was ample space between the rows. I bought a very good cappuccino at the snack bar, but declined the plastic-wrapped sandwiches. The rest of the merchandise was fruit cups, milk boxes and junk food.

The train will ultimately cost much more than the $29 billion budgeted so far, and it’s not the first time ambitious planners have alighted on the region. Cancún was once a tiny fishing village, selected half a century ago as a tourist hub. Last year 10 million international tourists flew into its airport, more than the airports of Mexico City, Los Cabos and Puerto Vallarta combined.

But uncontrolled growth has stressed the Caribbean coast’s fragile environment. The Maya Train, scientists warn , will push those problems south, threatening the area’s water supply, its unique system of underground limestone caves and its vast nature reserves.

Mr. López Obrador has charged ahead, handing the train over to the military , and arguing that it will spread Cancún’s wealth and attract new visitors. Mexico received more than 42 million overseas tourists last year and they spent almost $31 billion .

Local governments see an opportunity. “The train will allow people to disperse throughout the peninsula,” said Michelle Fridman, the tourism secretary for Yucatán state, which promotes dozens of attractions far beyond highlights like Mérida and Chichén Itzá .

Now that the train is operating, transport companies will begin to connect stations with lesser-known sites nearby, she said.

It’s fair to ask whether the train is the most effective way to develop the peninsula’s tourism. Tour companies already run trips to many sites from major cities, which are well served by buses. Driving a rental car through most of the area is considered safe , according to U.S. State Department travel guidance .

Route of Mexico’s Maya Train

Canceled trip.

It took two hours (and one time-zone change) to reach Valladolid, a colonial city of handsome streets and ancient churches, where I bought the rest of my tickets at the station. A tourist-class ticket from Cancún to Valladolid costs 472 pesos (around $28) for foreigners and 355 pesos (around $21) for Mexicans. First class, with wider seats, costs 755.50 pesos and 566.50 pesos, and discounts are available for older travelers and residents of the five states along the train’s route. (A first-class bus from downtown Cancún to Valladolid costs between 222 and 344 pesos, depending on the time of day, and takes half an hour longer.)

It was impossible to run the new Maya Train tracks into dense city centers and the Valladolid station, like the rest, was outside the urban core. A waiting bus took disembarking passengers downtown, a 15-minute ride for 35 pesos.

That day I toured Ek Balam , the site of a ninth-century Maya kingdom that is dominated by a 100-foot palace distinguished by a facade of carvings depicting winged warriors, stylized animal features and geometric patterns bordered by giant fangs. Admission to the site includes entry to the X-Canché cenote, one of thousands of limestone sinkholes that were sacred to the Maya.

Later that afternoon, I was wandering through the Museum of Ethnic Clothing, a private collection of traditional dress, embroidery and hats, when a WhatsApp message from the ticket office blinked on my phone. My train scheduled for the following day was canceled.

I decided to deal with the problem in the morning and enjoy the city. As I wandered past the antique shops and boutique hotels of the elegant Calzada de los Frailes, it was clear that Valladolid’s tourism, and the infrastructure to handle it, was well established. The Maya Train is simply an alternative way to reach a city that tourists discovered years ago.

‘We’re on the Tren Maya!’

In the morning, I found that my train had not been canceled, but the station for which I had a ticket, Tixkokob, was closed. I got off instead one stop earlier at Izamal, known for its ocher streets and the giant Franciscan convent of San Antonio de Padua, built atop the ruins of a pyramid.

During the 90-minute ride, I heard widespread enthusiasm among fellow travelers who expressed a willingness to give the train time to work out the kinks. “We’re an experiment,” said Oliva Escobedo Ochoa, 64, who was vacationing from her home in central Mexico.

Leticia Iliassich, 57, who is Mexican, was traveling with her Croatian husband along with relatives from Mexico and Croatia. They had initially been scheduled on an earlier train to Mérida that had been canceled. “We knew that it was a new project,” she said. “We don’t mind.”

The group had already sent a video to friends declaring, “We’re on the Tren Maya!”

At the Izamal station I hitched a 15-minute ride into the town center with a man who had asked me to take his photo alongside the train and his father. From there I negotiated a taxi to Hacienda San Lorenzo Aké, a working hacienda that still turns the fiber from an agave plant called henequén into coarse rope. Global demand for henequén, known as Yucatán’s “green gold,” brought fantastic wealth to the region in the mid-19th century, speckling the peninsula with more than 1,000 haciendas. ( Many are now sumptuous hotels.)

Where geometry, nature and the divine merge

It was during my third day that I found myself stuck in Maxcanú, after a 90-minute train ride from Izamal. The stationmaster, an army captain, offered me a ride to Uxmal, just as he had to the stranded tourists before me.

Eying Uxmal’s 4 p.m. final ticket sale, I accepted.

My situation made it clear just how distant the Maya Train’s promises are for tourists seeking to explore more of Yucatán. In time, that will change, said Ms. Fridman, the tourism secretary. “The idea is to have more hotels along the train line,” she said. “That will happen little by little.”

But Uxmal , among the most stunning of the Maya sites, made up for the inconvenience. Uxmal’s grand buildings are faced with intricate decorative masks as well as friezes in which geometry, nature and the divine merge. New plaques at each structure offer detailed information in English and Spanish, part of the government’s investment in improving displays at Maya sites for the train project.

Most tourists either take day trips by car or bus to Uxmal from Mérida or stay at one of three nearby hotels. As I finished dinner at my hotel, the dining room began to fill up: 47 Polish tourists had arrived.

Panama hats and a cramped van

My plan for the day was to go by taxi to Bécal, a town where Panama hats are woven in limestone caves to keep the fibers soft, and then pick up the afternoon train in nearby Calkiní for the port city of Campeche.

But I spent so much time watching the hat-making demonstration and then fitting my new hat and buying gifts that we set off with little time to reach the station. To my chagrin, I missed the train, the last one of the day.

On Calkiní’s central square, I found a van that was leaving for Campeche. Cost: 65 pesos. Time: about 1 hour and 20 minutes, similar to what I would have spent on the train. Of course, I was trapped in a cramped seat and had to listen to the driver’s choice of sentimental ballads, but I was dropped off in downtown Campeche, close to my hotel.

The next day, I toured the Museum of Maya Archaeology , an expertly curated collection that included haunting jade funeral masks, glyphs and delicate ceramic figures.

José Madrigal, 45, an engineer from Fremont, Calif., was trying to make Maya pottery interesting for his twin sons. The boys had just turned 5 and their birthday present had been a ride on the Maya Train. “They love trains,” Mr. Madrigal said. Then the family moved on, keeping up a brisk clip through the museum. They had another train to catch.

Should you take the train?

Yes, if you are traveling between larger stations. The train also offers a way to get to Palenque, which is harder to reach and has roads with security concerns. Travelers can stow bicycles on board.

To see train times, check the destinations on the website . You cannot buy tickets online more than a week in advance. But when you finally board, the ride is smooth — and the coffee is excellent.

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 .

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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.

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