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Travel & Tourism Development Index 2021: Rebuilding for a Sustainable and Resilient Future

4. Key findings

Several key findings have been identified in the Travel & Tourism Development Index (TTDI) 2021 results and research. First, the need for T&T development has never been greater as it plays a critical role in helping the global economic recovery by supporting the livelihoods of some of the populations hardest hit by the pandemic and by building resilience, especially when it comes to lower-income countries. Moreover, by investing in the factors that help drive T&T, many economies can leverage tourism to further their overall development. The need for T&T development has never been greater as it plays a critical role in helping the global economic recovery.

Second, the key findings show not only how ongoing challenges such as reduced capacity and labour shortages are tempering the recovery but also how shifting demand has created opportunities, forcing many T&T businesses and destinations to adapt, highlighting the sector’s impressive flexibility. Third, the analysis explores in more detail how various aspects and drivers of T&T development can be more thoughtfully and effectively considered and employed to bolster the recovery and build a more inclusive, sustainable and resilient T&T sector.

4.1 The need for Travel and Tourism development has never been greater

The case for t&t development.

As already alluded to in the global context section above, the T&T sector’s significant contribution to global economic and social development makes its recovery and long-term growth paramount. In 2019, the sector’s direct, indirect and induced output accounted for about 10% of global GDP. Moreover, for many emerging economies, T&T is a major source of export revenue, foreign exchange earnings and investment. On average, out of the economies covered by the TTDI, T&T contributed 70% more towards the exports of middle-income economies than to the exports of high-income economies in 2019. 10 Consequently, restoring T&T sector growth will be particularly vital for developing economies’ recovery. For instance, the World Bank forecasts that emerging markets and developing economies (EMDEs) will not return to pre-pandemic economic output trends until after 2023, with more than 80% of tourism-reliant EMDEs still below their 2019 economic output at the end of 2021. 11 Recent concerns about the slowdown in globalization and trade due to the impact of the pandemic and geopolitical tensions 12 further enforce how important T&T is for global connectivity.

It is also important to note that T&T is vital not only to overall economic performance but also to the livelihood of some of the populations and businesses most vulnerable to, and hardest hit by, the pandemic. This sector contributed to about 10% of global jobs in 2019, 13 employs almost twice as many women as other sectors, has a large share of youth employment and is a major source of jobs for minorities, migrants, informal workers and low-skilled workers. 14 Moreover, SMEs account for more than 80% of T&T businesses. 15 Unsurprisingly, research has shown that T&T growth can support social progress and create opportunities and well-being for communities. 16 Consequently, investing in T&T could not only mitigate the impact of the pandemic but also improve socioeconomic progress and resilience.

Enabling the T&T development landscape

With the case for T&T’s recovery and development clear, it will be critical to focus on and invest in the factors and policies (beyond the critical need for vaccine distribution) that can help enable these goals, many of which are measured by the TTDI. World Economic Forum research shows that TTDI performance correlates with direct T&T GDP, international tourist arrivals and receipts. 17

Figure 3: Travel and Tourism economic and enabling development landscape

Figure 3 can help us understand which economies are likely to be best positioned from a T&T recovery and resiliency point of view, and which may need to prioritize greater investment in T&T enabling factors. This is illustrated by comparing the TTDI scores to economic dependence on T&T. Low- and middle-income economies tend to score below the TTDI average, indicating a potential constraining factor for their economic recovery. In particular, economies in the bottom-right quadrant would gain the most by investing in the drivers of T&T development because they are more dependent on the sector for economic development. Such investment will help their economic recovery by enabling stronger tourism growth as well as supporting their overall economies to be more robust and resilient. On the other hand, while economies in the bottom left are less dependent on T&T, their below-average TTDI score may indicate that their conditions are leading to an underuse of the sector’s ability to drive development, weakening their economic potential – a resiliency issue in itself.

Higher TTDI scores for economies in the top two quadrants indicate that they are more mature markets and are best positioned for the sector’s recovery. Countries in the top-left quadrant are in a more optimal position from a resiliency point of view as they have favourable conditions for T&T operations but are also less reliant on it for their overall economic performance. However, that is not to say that T&T does not play an important role in their overall economic development, especially at the local level and for specific segments of the labour force and SMEs. Meanwhile, economies in the top-right quadrant, like those below them, have also been more vulnerable to the impact of the pandemic, especially given that analysis shows they are typically more reliant on the export of T&T services. These factors may limit their ability to recover economically from the pandemic, but they are also better positioned to generate tourism-led economic growth as international tourism returns. In general, for the most mature T&T countries such as those higher in the top quadrants, sector performance and resilience may be less about making major improvements in aspects of T&T development such as infrastructure and more about continuously calibrating their T&T strategies to adapt to changing demand dynamics, local needs and overall T&T trends.

Figure 4: TTDI 2021 pillar performance

Figure 4 shows in more detail what gaps remain to achieving improved T&T performance and development for various countries. High-income economies and countries in the Europe and Eurasia (Europe) and Asia-Pacific (APAC) regions tend to lead the overall index in results. Among the largest differentiators between index leaders and laggards are: the distribution and promotion of natural, cultural and non-leisure assets and activities; the availability of quality transport and tourist service infrastructure; the degree of international openness; and favourable factors such as (increasingly important) ICT readiness and health and hygiene. However, as shown in the Travel and Tourism Competitiveness Report 2019, because T&T growth is so dependent on factors such as infrastructure and health and hygiene, which if improved bring benefits to more than the tourism sector, sector leaders can play a valuable role in encouraging investment that benefits a country’s economy as a whole. This is especially true for developing economies that have innate natural and cultural assets around which to mobilize investment. 18 The next section detailing key findings will use the TTDI results to discuss the T&T challenges and opportunities created over the past few years, as well as examining how various drivers of T&T development can be employed to bolster T&T recovery and build a more inclusive, sustainable and resilient T&T sector, thereby unleashing its potential for economic and social progress.

4.2 Recovery challenges and shifting demand dynamics

The results highlight difficult operating conditions.

While varying greatly based on local, segment, national and regional conditions, the TTDI results and research help highlight some of the various and common operational challenges the T&T sector faces in its recovery.

With T&T activities being severely restricted over the past few years, the greatest decline in index performance has come from the contraction of related operations and investment. As such, average scores fell in the Air Transport Infrastructure (-9.4%), Prioritization of Travel and Tourism (-6.7%) and Tourist Service Infrastructure (-1.5%) pillars. Air route capacity and airport connectivity plummeted, especially in more mature and high-income economies. Similarly, the decline in tourist service infrastructure reflects initially reduced capacity in the accommodation and related segments. The average number of per capita short-term rental units dropped by about one-fifth between mid-2019 and 2021 across economies ranked in the index. 19 While not reflected in the TTDI results, STR data indicates that, over a similar timespan, the number of hotel rooms did not recover to pre-pandemic levels in many countries. 20 In line with these trends, both T&T capital investment and government T&T expenditures also fell. The decline in sector capacity has also been compounded by the fact that most businesses are SMEs and do not have the means to survive prolonged drops in demand or restrictions on person-to-person contact. The disproportionate impact of the pandemic on the sector is indicated by the direct T&T contribution to global GDP falling from 3.2% to 1.6% and the contribution to global employment falling from 3.8% to 3.1% between 2019 and 2020. 21

Figure 5: Select pillar 2019 to 2021 average score change

Yet, as demand resumes in line with easing travel restrictions and somewhat improving COVID-19 conditions, the initial reductions in capacity increase the potential for supply-side constraints. In advanced economies, in particular, rising demand, earlier layoffs that disproportionality hit T&T, and competition for talent with other sectors have resulted in widespread labour shortages. A WTTC report focusing on the United States, the United Kingdom, France, Spain, Italy and Portugal estimates that the T&T sectors in these countries experienced staff shortfalls ranging from 9% to 18% in 2021. 22 The interconnected nature of the T&T supply chain and ecosystem has also created challenges. Hotels, airlines, car rental firms, tour operators, cruise lines and others all form a chain of service providers dependent on each other along the traveller journey. Bankruptcies or other disruption issues at any point along this chain have the potential to negatively affect the others.

"In addition to labour shortages and capacity constraints, the sector has also been exposed to broader global disruptions that are complicating recovery."

Over the course of the pandemic, growth in merchandise trade coincided with production, worker, equipment and space shortages to create a global supply-chain crisis. For instance, hotels have faced shortages of items ranging from slippers for clients to kitchen equipment. 23

The recent outbreak of war in Ukraine and resulting sanctions and travel restrictions related to Russia have added further pressure on the recovery. Airlines around the world have had to reroute operations, increasing travel times and costs. Meanwhile, the still fragile recovery in international tourism demand could be tempered by increased hesitancy among travellers when it comes to visiting Europe. 24 Many T&T economies in Europe, Eurasia and beyond may also be hard hit due to reduced demand from Russia and Ukraine. Combined, these two economies account for about 3% of international tourism spending, with Russia having been a major source of visitors to destinations ranging from Azerbaijan, Georgia and Turkey to Israel, the United Arab Emirates and Thailand. 25

While not yet fully reflected in the TTDI’s Price Competitiveness pillar, rising travel demand, the stated labour, capacity and other shortages, global supply-chain disruptions and rises in fuel prices and inflation caused by factors such as the war in Ukraine will likely increase costs and service prices throughout the entire T&T supply chain and ecosystem. For example, as of 13 May 2022, jet fuel prices were more than double what they were a year ago, 26 and if they remain high, airline yields and ticket prices will likely rise. 27 Recent UNWTO analysis cites how conflict-induced uncertainty, higher energy and food prices and inflation, in general, are putting pressure on consumer purchasing power and tempering global economic growth, potentially affecting T&T sector performance. Moreover, as economies such as the United States combat inflation by increasing interest rates, consumer demand and T&T investment may be further hit by the rising cost of credit. 28

The pandemic shifts demand dynamics, creating opportunities and driving adaptation

With travel restrictions still common and traveller confidence hampered by pandemic concerns, the past few years have also seen a shift in demand trends in global T&T. According to the UNWTO Panel of Experts, the major trends driving the T&T recovery include domestic tourism, travel close to home, open-air activities, nature-based products and rural tourism. 29 The World Travel and Tourism Council (WTTC) data shows that, on average for the 117 economies covered by the index, domestic spending’s share of T&T spending increased from 50.8% in 2019 to 62.6% in 2020 as domestic demand fared better than collapsing international demand. 30 Moreover, current projections for 2021 show that domestic spending growth is expected to substantially outpace international spend in every region outside of the Caribbean and Middle East. 31

The TTDI results further reinforce the shift in demand dynamics that the world has witnessed. The second most improved pillar is Natural Resources (+2.5% average score increase). While this was driven largely by an expansion in the number of recognized UNESCO World Heritage natural sites and protected areas, such as national parks, the greatest improvement has come from destinations’ ability to garner interest in nature-related segments as illustrated by the 20.8% average growth in natural tourism Digital Demand value, a measure of online searches for topics such as natural wonders, outdoor activities and rural accommodation.

On the other hand, the Non-Leisure Resources pillar had one of the greatest declines in average performance (-1.9%) as business travel declined. While this sector is recovering, it has rebounded at a slower rate than leisure, with factors such as workplace flexibility and the availability of virtual alternatives for in-person meetings tempering demand and potentially leading to some permanent loss in corporate travel. This will force many T&T segments to adapt. For example, operators in the meetings, incentives, conferences and events (MICE) area may have to rely more on smaller and hybrid events. 32 T&T businesses and destinations are increasingly looking to capture opportunities offered by the changing nature of work. Over the course of the pandemic, more businesses have gone virtual, and an increasing share of the labour force is becoming independent.

"In 2020, 10.9 million Americans said they were digital nomads, a 49% increase from 2019."

This sample of independent workers is also increasingly willing to travel. A recent survey showed that the share of US independent workers doing business outside the country jumped from 12% in 2013 to 28% in 2020. 33 Additionally, the trend in “bleisure” travel – the addition of leisure activities to business trips – is also growing. 34

To cater to these growing markets, T&T businesses will have to become more flexible and create new, innovative products. For instance, some major hospitality groups are creating new long-stay properties that include kitchens and living spaces, while other have introduced packages that offer reduced rates for those staying longer, which include IT and boardroom services. 35 Furthermore, while virtual business may require less office space, corporations and their employees may need options for occasional company meetings and events that the sector could provide. However, it is important to note that these new market opportunities are primarily for the high-end travel market and are not likely to replace the overall loss in business travel. Lastly, T&T operators have also had to introduce more flexible booking and cancellation policies in order to address uncertainty about travel regulations and the pandemic, in addition to increased consumer desire to make last-minute changes or to add leisure stays to their business trips. 36

From a destination point of view, many governments have also adapted to changing conditions to take advantage of shifting demand dynamics. For one thing, many countries have provided various incentives to boost domestic tourism. For example, Hong Kong, Singapore, South Korea and Japan have rolled out various programmes that provide discounts, coupons and subsidies for domestic travel. 37 Meanwhile, Aruba targeted the digital nomad market through extended work visas and other benefits via its One Happy Workation programme. 38 The trends towards more rural and nature-based tourism also offer an opportunity for less-developed economies to harness the benefits of T&T given that the distribution and quality of natural assets are less tied to overall economic development, with Natural Resources being one of the few pillars where non- high-income economies typically outperform high- income countries (see Figure 6).

Figure 6: Composition of top quartile, by income group

Overall, the above adaptations to shifting demand and COVID-19 conditions help highlight how flexible T&T business and destinations can be in times of crisis. As the sector rebuilds and addresses future risks, its adaptability will become more crucial than ever. In particular, as can be seen in the key findings that follow, the shift to domestic and nature-based travel, as well as other trends, coincides with an increased emphasis on sustainable and safe travel. Therefore, T&T development will have to become increasingly sustainability-oriented.

4.3 Building back better

Given the current challenges, shifting demand dynamics and future opportunities and risks, it is vital that T&T development strategies are employed to rebuild the sector in a more inclusive, sustainable and resilient manner.

Restoring and accelerating international openness and consumer confidence, including investment in health and security

For starters, as travel restrictions are removed, ensuring that T&T markets are open to visitors and investors will become vital. In particular, it is important that the historical trend of ever greater international openness in T&T continues. Reduced visa requirements fuel international tourism and additional air service agreements open up markets to more airlines, routes, competition and, ultimately, better service (see Figure 7). Given the recent decline in international route capacity and travel demand, prioritizing visa and air service agreement liberalization will be important – with those economies most dependent on tourism exports and lacking large domestic markets standing to benefit the most. Financial openness and an increase in regional trade agreements can also help to facilitate necessary cross-border investment in T&T and beyond, which may also help encourage more international and intra-regional travel.

TTDI results indicate that Western, Southern and Northern Europe are usually the most internationally open subregions due to the close integration that the European Union, the Schengen Area and similar blocs and agreements provide. Such systems allow T&T operators to benefit from factors such as a larger and more diverse consumer base and common market rules. It is also important to recognize that despite the pandemic and disrupted global trade, 83 economies ranked in the index increased their number of regional trade agreements in force between 2019 and 2021. Relevant recent developments include the African Continental Free Trade Area (AfCFTA), which came into force in 2021. Combined with related efforts such as the Free Movement Protocol and Single African Air Transport Market (SAATM), the sub-Saharan Africa region has the potential to unlock its untapped T&T potential and grow its underdeveloped intra- regional T&T market and air route capacity. 39

Figure 7: Correlation between air service agreement liberalization and air transport infrastructure, 2019

Endnotes 40 , 41

Of course, the pandemic, along with the recent rise in geopolitical tensions, also highlights just how important health and security conditions are to protecting the openness on which T&T relies and to restoring consumer confidence in travel. Economies with sophisticated healthcare systems are better equipped to mitigate the impact of pandemics on T&T and the wider economy by protecting their populations, including the T&T workforce and visitors, thus reducing the need for travel and lockdown restrictions. Meanwhile, access to clean water and sanitation facilities helps prevent diseases or their spread. Lastly, consumers and business travellers are likely to remain more sensitive to the health and hygiene conditions at destinations for some time. A recent survey shows that the majority of travellers consider safety protocols, restrictions and cleanliness to be key factors in travel decision- making. 42 In the short term, T&T business, destinations and international organizations have responded to these issues via actions such as the introduction of various protocols and certifications. For instance, the World Travel & Tourism Council has introduced the Safe Travels protocols and certification stamp that can be used by T&T to show customers they are following standardized global health and hygiene practices. 43

In general, underdeveloped health and hygiene infrastructure and access represents an acute challenge for many developing countries, with low- and lower-middle-income economies scoring 50.0% and 25.6% below average in the Health and Hygiene pillar. These states lack physicians and hospital beds (in terms of ratio to population size) and access to basic sanitation and drinking water, and such issues, combined with lower vaccination rates, mean that these economies will struggle to recover at the same pace as others and will have difficulty building adequate resilience against future health security risks. It is therefore crucial for the success of the global T&T sector that the challenges related to vaccine distribution and roll-out are addressed in an equitable and inclusive fashion. While further effort is required, public-private cooperation can provide a useful avenue to address this challenge. For example, the World Economic Forum’s Supply Chain & Transport Industry Action Group community, which consists of leading supply-chain companies, is supporting UNICEF and the COVAX Vaccine Distribution programme with “planning, preparedness and prioritized transportation and distribution of COVID-19 vaccines and related supplies”. 44

The above-mentioned introduction of travel bans, flight-route adjustments, increasing fuel and food prices and potentially hindered international travel demand caused by the war in Ukraine have also shown the degree to which international T&T can be affected by geopolitical tension and conflict. Overall, it is well established that crime and security issues such as terrorism and conflict have a negative impact on tourist arrivals and sector revenue. 45 The 2021 TTDI data shows that economies in the Americas, sub-Saharan Africa and South Asia tend to score the lowest for safety and security, thereby creating a further obstacle to the future development of T&T in these areas.

On the other hand, research has also shown that a sustainable and open tourism sector can be resilient to violence and conflict and that it may help foster positive peace, namely the “attitudes, institutions and structures that create and sustain peaceful societies”. More specifically, the mechanisms through which tourism can accomplish this include cultural and information exchange, encouragement of tolerance, better government functioning, human capital development, and local and cross-border economic gain that can reduce the risks to peace. 46 It is now more important than ever to leverage the T&T sector’s potential for peace through sustainable development.

"It is crucial for the success of the global T&T sector that the challenges related to vaccine distribution and roll- out are addressed in an equitable and inclusive fashion. While further effort is required, public- private cooperation can provide a useful avenue to address this challenge."

Building favourable and inclusive labour, business and socioeconomic conditions

Over the course of the pandemic, the T&T sector has received substantial support in the form of debt financing, tax policies, assistance with business costs, public-sector investment, employment support, incentivization of tourism demand and easing of regulations. 47 In the future, continued investment in human capital and the creation of more favourable labour, business and socioeconomic conditions will be vital components in making the sector more inclusive, addressing ongoing challenges such as labour shortages and driving T&T growth and resilience.

Factors such as accessible and quality education and staff training, supportive hiring and firing practices, programmes to source skilled labour, flexible working arrangements and efforts to improve labour productivity can help equip T&T companies with a workforce that can improve operating efficiency, provide quality services, maintain flexibility in the face of evolving business needs and challenges and take advantage of the growing role of ICT tools. For example, according to the World Economic Forum’s The Future of Jobs Report 2020 , skills gaps in the local labour market were the number one barrier to adoption of new technologies in the transport and storage, and consumer sectors, the two sectors most closely tied to T&T. 48 Furthermore, according to the WTTC, factors such as facilitation of labour mobility, upskilling and reskilling and promotion of education are vital elements in addressing the current labour shortage. 49 Meanwhile, the past few years have shown how important policy stability, access to credit and creating more business- friendly regulatory and tax environments have been in supporting the T&T sector, especially SMEs that typically do not have the same resources and access to capital as larger firms. 50

The 2021 TTDI results partially reflect some efforts by policy-makers to support their economies, with the average Business Environment score climbing 1.7% since 2019. In particular, perceptions of the burden of government regulations and SME access to finance were areas that saw some of the largest improvements. The average Human Resource and Labour Market pillar also improved by 1.5% between 2019 and 2021, due to overall progress made in areas such as staff training. Nonetheless, less developed economies still score well below the TTDI average for most indicators for both pillars.

The pandemic has also highlighted how important an economy’s socioeconomic resilience is for the T&T sector. In general, the ability of an economy to support its population through social protections such as unemployment and maternity benefits, keep youth employed or in training, effectively uphold workers’ rights and support a diverse and inclusive workforce may potentially help strengthen employee productivity, expand the labour pool and make it more resilient to risks such as pandemics. 51 This is particularly true for the T&T sector because it provides income for a large number of youth, women, informal workers, the self-employed and small enterprises, who do not always have access to social or worker protections. Figure 8 shows that there is a relationship between socioeconomic resilience and conditions and labour productivity in T&T. Recent survey data also reinforces how important issues such as benefits and working conditions are for attracting talent and addressing the ongoing labour shortage in the sector. One poll of former US hospitality workers showed that more than half won’t return to their old jobs and over a third are not planning on returning to the industry as they seek higher pay, better working conditions and benefits, and more flexibility. 52

Figure 8: Correlation between socioeconomic resilience and conditions and tourism labour productivity

The 2021 TTDI results show that, across the board, socioeconomic resilience has tended to improve due to the expansion of social protection coverage and spending in line with global efforts to mitigate the impact of COVID-19. High-income economies do tend to score far higher on the Socioeconomic Resilience and Conditions pillar, putting them in a better position to deal with future challenges and maximize their workforce potential. Conversely, low- and lower-middle-income countries have far lower socioeconomic resilience due to more limited social protection, higher rates of youth not in education, employment or training (NEET), fewer workers rights and greater inequality of opportunity for all. As a result, the T&T sector in these economies may face more obstacles to recovery and may be more vulnerable to future risks.

While rising interest rates and debt levels represent a growing obstacle, government responses to the pandemic demonstrated their capacity to provide more comprehensive socioeconomic support, and the benefits of doing so, albeit during an unprecedented situation. While the pandemic has certainly disproportionately affected SMEs, entrepreneurs or more vulnerable populations, strengthening such mechanisms, especially in the T&T sector, could have compound benefits for the sector and economies as a whole.

The growing role of environmental sustainability

In the coming years, the success of T&T businesses and destinations will be increasingly tied to their ability to manage and operate under ever greater ecological and environmental threats. According to surveys conducted for the World Economic Forum’s Global Risks Report 2022 , environmental risks represent half of the top 10 global risks, with climate action failure, extreme weather and biodiversity role natural assets play in generating T&T demand and spend, these environmental risks represent a serious threat to long-term growth for the sector. Moreover, within this context, travellers increasingly value environmentally sustainable options. 54 df

The 2021 TTDI results indicate the extent of environmental sustainability threats and challenges. For instance, comparing the Natural Resources and Environmental Sustainability pillar scores helps to pinpoint where some of the greatest risks to nature-based tourism might lie. Out of the 30 economies that rank in the top quartile for natural resources, 17 score below the global average for environmental sustainability and eight rank in the bottom 25.

Figure 9 provides a regional view of the challenge. While most economies in the Americas and Asia- Pacific and almost half of those in sub-Saharan Africa score above average for natural resources, they commonly underperform in environmental sustainability, making it a critical problem for future T&T development. Environmental issues differ in these regions, but some examples include elevated climate-related risk (as measured by the Global Climate Risk Index), air and sea pollution, deforestation, poor wastewater treatment and inadequate preservation policies. In the Middle East and North Africa, common problems include water stress and air pollution. On the other hand, economies in the Europe and Eurasia region are world leaders in environmental sustainability, accounting for more than half of countries in the TTDI that score above average for this pillar. Combined with the fact that natural resources are not its greatest strength or dependency, the region and its tourism sector may be the better positioned to deal with future ecological risks.

Figure 9: Share of regional economies scoring above average for natural resources and environmental sustainability

Nonetheless, while there are some economies that have better environmental conditions, the challenge is widespread and is not easing. The difference in average score between the top and bottom quartiles for the Environmental Sustainability pillar is the second-lowest among the pillars. Moreover, performance for many indicators in this pillar has been mixed. For example, scores for deforestation continued to worsen. On the other hand, efforts to preserve the environment and T&T-generating natural assets got a boost from continued expansion in the share of protected territories and the number of environmental treaties signed.

A recent UNWTO and One Planet report reiterated the importance of a healthy environment for T&T competitiveness and development and recommended several actions to help the T&T sector produce a greener recovery. This included biodiversity protection actions such as putting tourism at the forefront of conservation efforts and ensuring that the value tourism provides for conservation efforts via monitoring mechanisms and investing in nature-based solutions is captured. Climate action efforts in T&T can be accelerated through the likes of monitoring and reporting emissions from tourism operations, accelerating decarbonization through the development of low-carbon transport options and greener infrastructure, and engaging in carbon removal via the restoration of carbon-density ecosystems and carbon-removal technologies. Finally, circular economy actions are recommended.

These include investing in transforming tourism value chains by reducing, reusing, repairing, refurbishing, remanufacturing, recycling and repurposing whenever possible; prioritizing sustainable food approaches such as local and organic procurement; creating sustainable menus and focusing on reducing food loss; and shifting towards a circularity of plastic in tourism. 55

At the World Economic Forum, efforts in this field are plentiful, and cover multistakeholder actions on decarbonizing transportation, accelerating action on plastics, ensuring the long-term, sustainable use of the ocean, and developing the circular economy. In particular, the Clean Skies for Tomorrow Coalition 56 is working with stakeholders in the aviation ecosystem, including buyers of corporate travel, to accelerate the production and use of sustainable aviation fuels, all while better distributing the green premium for these fuels. The Forum also hosts the Global Future Council on Sustainable Tourism, 57 a community of experts from academia, business, civil society and governments who are developing a set of principles for sustainable destinations to guide decision-making on rebuilding the sector in the wake of the pandemic. The Council is also researching customer behaviour changes that can incentivize the development and delivery of more sustainable travel products and services, articulating the value of investment in the blue and green economies in tourism, and providing guidance on the ambition of achieving net-zero emissions across the various verticals in the T&T sector.

Managing tourism demand and impact

Sustainable management of tourism demand that maximizes benefits for local communities, while also mitigating negative side effects such as overcrowding, will also become a vital component of T&T development as the sector recovers.

The TTCR 2019 discussed how long-term T&T growth was starting to put pressure on local infrastructure and housing, as well as degrading cultural and natural assets that attract visitors and fuelling uneven distribution of T&T benefits. This ultimately led to falling liveability standards for residents, local backlash against tourism and diminished visitor experience. 58 Although recent lockdowns and travel restrictions led to this sustainability challenge being discussed less, it is likely to become a more common topic as demand continues to recover. In many areas, the pandemic-fuelled travel demand push towards outdoor attractions, rural communities and secondary destinations has already revealed capacity constraints. For instance, the rise in nature travel had already led to more overcrowding at many national parks, with many US national parks monthly visitation number hitting all-time highs, leading to issue such as littering, wildlife disruption and traffic jams. 59 Visitors also show signs of wanting to reduce their footprint and improve the social impact on the destinations they visit, with just over half of global travellers in a recent survey indicating that they would be willing to switch their original destination for a lesser-known one if it led to a reduced footprint and greater community impact. 60

While issues such as overcrowding and other effects of T&T on communities are typically a local rather than national-level concern, the TTDI looks at the existence of, or risk related to, overcrowding and demand volatility, as well as the quality and impact of T&T via the T&T Demand Pressure and Impact pillar. In general, pillar results indicate that T&T Demand Pressure and Impact challenges affect economies of all levels of development. For instance, the difference in the average pillar score between low- and lower-middle-income and high-income economies covered by the index is just 0.8% and 2.5%, respectively.

High-income European countries tend to be some of the top TTDI performers and include rich cultural and non-leisure assets and quality transport and tourism infrastructure that allow for the absorption of large quantities of visitors. However, they still tend to score below average for the T&T Demand Pressure and Impact pillar due to factors such as shorter lengths of stay, higher seasonality and a very high level of concentration of interest in a small number of attractions, as shown by Tripadvisor page views and backed by at times unfavourable perceptions of the dispersions of tourism. Unsurprisingly, this region has often claimed headlines for tourism overcrowding. On the other hand, less-developed economies and those ranking lower on the TTDI tend to bring in fewer tourists, but still score below average for perception of tourism dispersion and town- and city-centre accessibility and crowding, an issue that may be partially explained by these economies’ typically below-average scores for transport infrastructure.

Figure 10: T&T Demand Pressure and Impact pillar component scores, 1–7 (best)

In summary, the relatively close distribution of T&T Demand Pressure and Impact pillar scores among economies of different incomes and tourist arrival levels highlights the fact that challenges such as overcrowding have less to do with visitor numbers and more to do with local conditions and policies.

Yet, as the sector rebuilds, there is an opportunity to use increasing domestic and nature-based T&T demand, consumers’ rising preference to manage their footprint and the need to address historical issues such as overcrowding by making investments and policies that help disperse T&T, thus making the sector more resilient. For one, proper care must be paid to developing transport, tourism, health and ICT infrastructure in rural, nature and secondary destinations. This can help funnel tourism and its benefits to more communities, make them more attractive destinations and increase their capacity to absorb more visitors. Within urban centres, improved road and public transport infrastructure and access to efficient, accessible, safe and affordable transport options can reduce the chances of overcrowding and lead to both greater liveability for residents and a better visitor experience (see Figure 11).

Figure 11: Correlation between public transport and quality of town and city centres

In general, TTDI 2021 results show an improvement in the Ground and Port Infrastructure pillar (+2.2%) since 2019. In particular, middle-income economies have experienced some of the strongest growth in areas such as perceptions of road quality and efficiency of train services. Nevertheless, as already alluded to, less-developed economies still have gaps in their infrastructure, ranging from lower road and rail density to a lack of access to efficient and quality public transport. Combined with lower marks for factors such as tourist and health infrastructure, these economies will face some of the greatest challenges in distributing tourism and its benefits throughout their communities. However, they also have the most to gain from overcoming these obstacles.

Aside from investment in infrastructure, policies are also a fundamental part of proper tourism demand management and dispersion. The above subsections of the key findings section explored how governments and destinations can institute policies to develop domestic and other forms of tourism. Moreover, there are specific efforts that can be made to manage T&T to prevent overcrowding and efficiently use a destination’s carrying capacity. For instance, the UNWTO has set out strategies and measures that can combat challenges such as these in cities. Some of these include the promotion of attractions and events that disperse visitors so they are not concentrated only in certain areas, time-based dynamic pricing, the creation of pedestrian-only zones, defining the carrying capacity of city areas, focusing on lower-impact visitor segments, ensuring local communities benefit from tourism, engaging with local stakeholders and monitoring the impact of tourism, including through the use of big data. 61

T&T stakeholders can also play a more active role in broader sustainable mobility efforts and trends that can help to reduce the sector’s environmental impact, manage demand and make destinations more attractive for visitors and residents. For example, the World Economic Forum’s Global New Mobility Coalition (GNMC) is a multistakeholder community for “accelerating the shift to a Shared, Electric and Autonomous Mobility (SEAM) system”. The synchronization of high-occupancy, electric and autonomous transport options can lead to better traffic flow, higher efficiency of road usage, more equitable mobility systems, better air quality, lower carbon emissions and improved grid resilience. More specifically, SEAM may reduce carbon emissions by 95%, improve mobility efficiency by 70% and decrease commuting costs by 40%. Given SEAM’s clear potential to create more sustainable destinations, a case can be made for T&T sector involvement this area. 62

The crucial role of digital technology

All of the aforementioned efforts to build back a better T&T sector will depend on effective leveraging of the growing role of digitalization in T&T.

More T&T services are being accessed by digital systems through online travel agencies (OTAs) and sharing economy platforms, direct online bookings, digital payment systems and mobile devices, and thus consumers tend to expect the greater convenience, increased options, reduced person- to-person contact and seamless experience that these systems provide. Furthermore, digitalization enables T&T businesses to gather consumer insights and preferences, optimize operations, cut transaction costs and automate processes. 63 Online platforms also enable T&T service providers, including SMEs, to reach beyond their local markets and connect with broader domestic and international markets. Due to the above- mentioned factors, it is not surprising that a positive relationship has been found between ICT readiness and international tourism receipts. 64 In the context of shifting demand dynamics, destinations with greater ICT readiness will be better positioned to diversify their markets and take advantage of trends such as the rising numbers of digital nomads and growth in nature-related travel. For instance, research shows a clear relationship between the ICT Readiness pillar and natural tourism online searches in economies with rich natural resources. 65

A recent report by the Asia Development Bank (ADB) and UNWTO outlines how the T&T sector can use big data and digitalization for better and more sustainable tourism management and recovery. Tourism-specific data coming from sources such as T&T operators and online platforms, and non-tourism-specific data coming from sources such as credit card transactions, mobility services and sensors can help T&T stakeholders track and manage the social, economic and environmental impacts of T&T, complement more traditional data-collection efforts, manage tourism flows and target preferred source markets, thereby helping to create smart destinations.

For instance, the Macao Government Tourism Office has worked with a major Chinese multinational technology company to “optimize visitors’ travel experiences before, during and after trips; obtain insights into travellers’ behaviour through in-depth analysis of big data; and monitor, divert and disperse visitor flows at tourist districts and congested areas”. The use of big data and various digital platforms and technology can also help seamless travel and act as health and security tools by enabling safety protocols, biosecurity technologies and digital health certificates, thereby boosting traveller confidence. However, the report also highlights the various barriers to greater use of big data and digitalization within the T&T sector. Some of these challenges include privacy concerns, data reliability, governance issues, disincentives for public-private collaboration, the digital divide, skills gaps and greater efforts to include SMEs. 66

Figure 12: ICT Readiness by economic income group, 2019–2021

Figure 12 helps to illustrate the digital divide among economic income groups. Developing economies typically lag when it comes to ICT infrastructure, internet connectivity and mobile network coverage, which hampers the use of digital platforms in financial services, transport and tourism activities. On the other hand, the ICT Readiness pillar is the most improved (+3.0%) since 2019 largely due to continued improvement in low- and middle-income economies. These results indicate that while high-income economies are best positioned to leverage digitalization and create smart destinations, developing economies are building capacity. In addition, as already mentioned, creating a more highly skilled labour force will be an essential element and challenge in maximizing the use of ICT tools in T&T.

The growing role of digitalization and, in particular, digital platforms, within the T&T space can also create other labour and socioeconomic challenges. Globally, the number of active digital labour platforms, which include ride-hailing taxi and delivery services, has grown from fewer than 200 in 2010 to at least 777 at the start of 2021. As stated, these platforms create new avenues for flexible employment for people, allow business to access wider markets and talent pools, improve productivity and provide convenience for customers. However, they could also lead to greater income and job insecurity. Commonly raised issues include less favourable working conditions, deficient social protection and employment benefits and a lack of access to fundamental rights of freedom of association and collective bargaining. 67 The growth in popularity of digital platforms offering short-term rentals has also led to concerns about residents’ access to housing at destinations where housing capacity is increasingly taken up by the T&T sector. 68 The concentration of market share in the hands of digital platforms may also lead to imbalances in the bargaining and pricing power of the various stakeholders, including workers and SMEs. 69

If proper efforts are made, from employee training and supporting SMEs’ use of ICT to fair and effective regulation of digital platforms and their impact on workers and destination communities, digitalization in T&T will become one of the driving forces in growing the sector’s role in inclusive, sustainable and resilient development. However, failing in these areas could also transform this key aspect of T&T operations into an increasingly acute barrier to future T&T growth.

4.4 Conclusion to the key findings

The COVID-19 pandemic and its impact have underscored the T&T sector’s vital role in global connectivity and development. In the coming years it will therefore be crucial for T&T stakeholders to devise strategies that make the sector more inclusive, sustainable and resilient.

As the TTDI 2021 results reveal, any such enterprise will require a comprehensive and holistic approach. Creating a better T&T economy is not just about improving infrastructure or offering favourable pricing. It also involves creating better health and hygiene conditions, ensuring natural resources are protected and that the workforce on which the sector depends has access to training and social protection. This necessitates the active participation and coordination of sector and non-sector business, employers and employees, government agencies ranging from tourism and health ministries to local authorities, environmental and conservation groups, and international organizations. Over the course of the pandemic, often uncoordinated travel restrictions and health protocols revealed the difficulty and necessity of such cooperation.

In the future, efforts will need to be made to devise common frameworks for defining and measuring T&T sustainability, including the creation of commonly accepted environment, social and governance metrics. The safe and ethical use of big data will prove fundamental to this cause. Moreover, in an increasingly complex and technology-enabled environment, it will be vital to ensure that developing economies, workers and SMEs are not left behind.

While these challenges may be difficult, the flexibility and adaptation the T&T sector has shown in the past few years also indicates that sector stakeholders are more than capable of rising to the occasion.

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• Published: 31 March 2023

The benefits of tourism for rural community development

• Yung-Lun Liu 1 ,
• Jui-Te Chiang 2 &
• Pen-Fa Ko 2  

Humanities and Social Sciences Communications volume  10 , Article number:  137 ( 2023 ) Cite this article

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• Business and management
• Development studies

While the main benefits of rural tourism have been studied extensively, most of these studies have focused on the development of sustainable rural tourism. The role of tourism contributions to rural community development remains unexplored. Little is known about what tourism contribution dimensions are available for policy-makers and how these dimensions affect rural tourism contributions. Without a clear picture and indication of what benefits rural tourism can provide for rural communities, policy-makers might not invest limited resources in such projects. The objectives of this study are threefold. First, we outline a rural tourism contribution model that policy-makers can use to support tourism-based rural community development. Second, we address several methodological limitations that undermine current sustainability model development and recommend feasible methodological solutions. Third, we propose a six-step theoretical procedure as a guideline for constructing a valid contribution model. We find four primary attributes of rural tourism contributions to rural community development; economic, sociocultural, environmental, and leisure and educational, and 32 subattributes. Ultimately, we confirm that economic benefits are the most significant contribution. Our findings have several practical and methodological implications and could be used as policy-making guidelines for rural community development.

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Introduction

In many countries, rural areas are less developed than urban areas. They are often perceived as having many problems, such as low productivity, low education, and low income. Other issues include population shifts from rural to urban areas, low economic growth, declining employment opportunities, the loss of farms, impacts on historical and cultural heritage, sharp demographic changes, and low quality of life. These issues indicate that maintaining agricultural activities without change might create deeper social problems in rural regions. Li et al. ( 2019 ) analyzed why some rural areas decline while others do not. They emphasized that it is necessary to improve rural communities’ resilience by developing new tourism activities in response to potential urban demands. In addition, to overcome the inevitability of rural decline, Markey et al. ( 2008 ) pointed out that reversing rural recession requires investment orientation and policy support reform, for example, regarding tourism. Therefore, adopting rural tourism as an alternative development approach has become a preferred strategy in efforts to balance economic, social, cultural, and environmental regeneration.

Why should rural regions devote themselves to tourism-based development? What benefits can rural tourism bring to a rural community, particularly during and after the COVID pandemic? Without a clear picture and answers to these questions, policy-makers might not invest limited resources in such projects. Understanding the contributions of rural tourism to rural community development is critical for helping government and community planners realize whether rural tourism development is beneficial. Policy-makers are aware that reducing rural vulnerability and enhancing rural resilience is a necessary but challenging task; therefore, it is important to consider the equilibrium between rural development and potential negative impacts. For example, economic growth may improve the quality of life and enhance the well-being index. However, it may worsen income inequality, increase the demand for green landscapes, and intensify environmental pollution, and these changes may impede natural preservation in rural regions and make local residents’ lives more stressful. This might lead policy-makers to question whether they should support tourism-based rural development. Thus, the provision of specific information on the contributions of rural tourism is crucial for policy-makers.

Recently, most research has focused on rural sustainable tourism development (Asmelash and Kumar, 2019 ; Polukhina et al., 2021 ), and few studies have considered the contributions of rural tourism. Sustainability refers to the ability of a destination to maintain production over time in the face of long-term constraints and pressures (Altieri et al., 2018 ). In this study, we focus on rural tourism contributions, meaning what rural tourism contributes or does to help produce something or make it better or more successful. More specifically, we focus on rural tourism’s contributions, not its sustainability, as these goals and directions differ. Today, rural tourism has responded to the new demand trends of short-term tourists, directly providing visitors with unique services and opportunities to contact other business channels. The impact on the countryside is multifaceted, but many potential factors have not been explored (Arroyo et al., 2013 ; Tew and Barbieri, 2012 ). For example, the demand for remote nature-based destinations has increased due to the fear of COVID-19 infection, the perceived risk of crowding, and a desire for low tourist density. Juschten and Hössinger ( 2020 ) showed that the impact of COVID-19 led to a surge in demand for natural parks, forests, and rural areas. Vaishar and Šťastná ( 2022 ) demonstrated that the countryside is gaining more domestic tourists due to natural, gastronomic, and local attractions. Thus, they contended that the COVID-19 pandemic created rural tourism opportunities.

Following this change in tourism demand, rural regions are no longer associated merely with agricultural commodity production. Instead, they are seen as fruitful locations for stimulating new socioeconomic activities and mitigating public mental health issues (Kabadayi et al., 2020 ). Despite such new opportunities in rural areas, there is still a lack of research that provides policy-makers with information about tourism development in rural communities (Petrovi’c et al., 2018 ; Vaishar and Šťastná, 2022 ). Although there are many novel benefits that tourism can bring to rural communities, these have not been considered in the rural community development literature. For example, Ram et al. ( 2022 ) showed that the presence of people with mental health issues, such as nonclinical depression, is negatively correlated with domestic tourism, such as rural tourism. Yang et al. ( 2021 ) found that the contribution of rural tourism to employment is significant; they indicated that the proportion of nonagricultural jobs had increased by 99.57%, and tourism in rural communities had become the leading industry at their research site in China, with a value ten times higher than that of agricultural output. Therefore, rural tourism is vital in counteracting public mental health issues and can potentially advance regional resilience, identity, and well-being (López-Sanz et al., 2021 ).

Since the government plays a critical role in rural tourism development, providing valuable insights, perspectives, and recommendations to policy-makers to foster sustainable policies and practices in rural destinations is essential (Liu et al., 2020 ). Despite the variables developed over time to address particular aspects of rural tourism development, there is still a lack of specific variables and an overall measurement framework for understanding the contributions of rural tourism. Therefore, more evidence is needed to understand how rural tourism influences rural communities from various structural perspectives and to prompt policy-makers to accept rural tourism as an effective development policy or strategy for rural community development. In this paper, we aim to fill this gap.

The remainder of this paper is organized as follows: the section “Literature review” presents the literature review. Our methodology is described in the section “Methodology”, and our results are presented in the section “Results”. Our discussion in the section “Discussion/implications” places our findings in perspective by describing their theoretical and practical implications, and we provide concluding remarks in the section “Conclusion”.

Literature review

The role of rural tourism.

The UNWTO ( 2021 ) defined rural tourism as a type of tourism in which a visitor’s experience is related to a wide range of products generally linked to nature-based activity, agriculture, rural lifestyle/culture, angling, and sightseeing. Rural tourism has been used as a valid developmental strategy in rural areas in many developed and developing countries. This developmental strategy aims to enable a rural community to grow while preserving its traditional culture (Kaptan et al., 2020 ). In rural areas, ongoing encounters and interactions between humans and nature occur, as well as mutual transformations. These phenomena take place across a wide range of practices that are spatially and temporally bound, including agriculture, forestry, fishing, hunting, farm tourism, cultural heritage preservation, and country life (Hegarty and Przezbórska, 2005 ). To date, rural tourism in many places has become an important new element of the regional rural economy; it is increasing in importance as both a strategic sector and a way to boost the development of rural regions (Polukhina et al., 2021 ). Urban visitors’ demand for short-term leisure activities has increased because of the COVID-19 pandemic (Slater, 2020 ). Furthermore, as tourists shifted their preferences from exotic to local rural tourism amid COVID-19, Marques et al. ( 2022 ) suggested that this trend is a new opportunity that should be seized, as rural development no longer relies on agriculture alone. Instead, other practices, such as rural tourism, have become opportunities for rural areas. Ironically, urbanization has both caused severe problems in rural areas and stimulated rural tourism development as an alternative means of economic revitalization (Lewis and Delisle, 2004 ). Rural tourism provides many unique events and activities that people who live in urban areas are interested in, such as agricultural festivals, crafts, historical buildings, natural preservation, nostalgia, cuisine, and opportunities for family togetherness and relaxation (Christou, 2020 ; Getz, 2008 ). As rural tourism provides visitors from urban areas with various kinds of psychological, educational, social, esthetic, and physical satisfaction, it has brought unprecedented numbers of tourists to rural communities, stimulated economic growth, improved the viability of these communities, and enhanced their living standards (Nicholson and Pearce, 2001 ). For example, rural tourism practitioners have obtained significant economic effects, including more income, more direct sales, better profit margins, and more opportunities to sell agricultural products or craft items (Everett and Slocum, 2013 ). Local residents can participate in the development of rural tourism, and it does not necessarily depend on external resources. Hence, it provides entrepreneurial opportunities (Lee et al., 2006 ). From an environmental perspective, rural tourism is rooted in a contemporary theoretical shift from cherishing local agricultural resources to restoring the balance between people and ecosystems. Thus, rural land is preserved, natural landscapes are maintained, and green consumerism drives farmers to focus on organic products, green chemistry, and value-added products, such as land ethics (Higham and Ritchie, 2001 ). Therefore, the potential contributions of rural tourism are significant and profound (Marques, 2006 ; Phillip et al., 2010 ). Understanding its contributions to rural community development could encourage greater policy-maker investment and resident support (Yang et al., 2010 ).

Contributions of rural tourism to rural community development

Maintaining active local communities while preventing the depopulation and degradation of rural areas requires a holistic approach and processes that support sustainability. What can rural tourism contribute to rural development? In the literature, rural tourism has been shown to bring benefits such as stimulating economic growth (Oh, 2005 ), strengthening rural and regional economies (Lankford, 1994 ), alleviating poverty (Zhao et al., 2007 ), and improving living standards in local communities (Uysal et al., 2016 ). In addition to these economic contributions, what other elements have not been identified and discussed (Su et al., 2020 )? To answer these questions, additional evidence is a prerequisite. Thus, this study examines the following four aspects. (1) The economic perspective: The clustering of activities offered by rural tourism stimulates cooperation and partnerships between local communities and serves as a vehicle for creating various economic benefits. For example, rural tourism improves employment opportunities and stability, local residents’ income, investment, entrepreneurial opportunities, agricultural production value-added, capital formation, economic resilience, business viability, and local tax revenue (Atun et al., 2019 ; Cheng and Zhang, 2020 ; Choi and Sirakaya, 2006 ; Chong and Balasingam, 2019 ; Cunha et al., 2020 ). (2) The sociocultural perspective: Rural tourism no longer refers solely to the benefits of agricultural production; through economic improvement, it represents a greater diversity of activities. It is important to take advantage of the novel social and cultural alternatives offered by rural tourism, which contribute to the countryside. For example, rural tourism can be a vehicle for introducing farmers to potential new markets through more interactions with consumers and other value chain members. Under such circumstances, the sociocultural benefits of rural tourism are multifaceted. These include improved rural area depopulation prevention (López-Sanz et al., 2021 ), cultural and heritage preservation, and enhanced social stability compared to farms that do not engage in the tourism business (Ma et al., 2021 ; Yang et al., 2021 ). Additional benefits are improved quality of life; revitalization of local crafts, customs, and cultures; restoration of historical buildings and community identities; and increased opportunities for social contact and exchange, which enhance community visibility, pride, and cultural integrity (Kelliher et al., 2018 ; López-Sanz et al., 2021 ; Ryu et al., 2020 ; Silva and Leal, 2015 ). (3) The environmental perspective: Many farms in rural areas have been rendered noncompetitive due to a shortage of labor, poor managerial skills, and a lack of financial support (Coria and Calfucura, 2012 ). Although there can be immense pressure to maintain a farm in a family and to continue using land for agriculture, these problems could cause families to sell or abandon their farms or lands (Tew and Barbieri, 2012 ). In addition, unless new income pours into rural areas, farm owners cannot preserve their land and its natural aspects; thus, they tend to allow their land to become derelict or sell it. In the improved economic conditions after farms diversify into rural tourism, rural communities have more money to provide environmental care for their natural scenic areas, pastoral resources, forests, wetlands, biodiversity, pesticide mitigation, and unique landscapes (Theodori, 2001 ; Vail and Hultkrantz, 2000 ). Ultimately, the entire image of a rural community is affected; the community is imbued with vitality, and farms that participate in rural tourism instill more togetherness among families and rural communities. In this study, the environmental benefits induced by rural tourism led to improved natural environmental conservation, biodiversity, environmental awareness, infrastructure, green chemistry, unspoiled land, and family land (Di and Laura, 2021 ; Lane, 1994 ; Ryu et al., 2020 ; Yang et al., 2021 ). (4) The leisure and educational perspective: Rural tourism is a diverse strategy associated with an ongoing flow of development models that commercialize a wide range of farming practices for residents and visitors. Rural territories often present a rich set of unique resources that, if well managed, allow multiple appealing, authentic, and memorable tourist experiences. Tourists frequently comment that the rural tourism experience positively contrasts with the stress and other negatively perceived conditions of daily urban life. This is reflected in opposing, compelling images of home and a visited rural destination (Kastenholz et al., 2012 ). In other words, tourists’ positive experiences result from the attractions and activities of rural tourism destinations that may be deemed sensorially, symbolically, or socially opposed to urban life (Kastenholz et al. 2018 ). These experiences are associated with the “search for authenticity” in the context of the tension between the nostalgic images of an idealized past and the demands of stressful modern times. Although visitors search for the psychological fulfillment of hedonic, self-actualization, challenge, accomplishment, exploration, and discovery goals, some authors have uncovered the effects of rural tourism in a different context. For example, Otto and Ritchie ( 1996 ) revealed that the quality of a rural tourism service provides a tourist experience in four dimensions—hedonic, peace of mind, involvement, and recognition. Quadri-Felitti and Fiore ( 2013 ) identified the relevant impact of education, particularly esthetics, versus memory on satisfaction in wine tourism. At present, an increasing number of people and families are seeking esthetic places for relaxation and family reunions, particularly amid COVID-19. Rural tourism possesses such functions; it remains a novel phenomenon for visitors who live in urban areas and provides leisure and educational benefits when visitors to a rural site contemplate the landscape or participate in an agricultural process for leisure purposes (WTO, 2020 ). Tourists can obtain leisure and educational benefits, including ecological knowledge, information about green consumerism, leisure and recreational opportunities, health and food security, reduced mental health issues, and nostalgia nurturing (Alford and Jones, 2020 ; Ambelu et al., 2018 ; Christou, 2020 ; Lane, 1994 ; Li et al., 2021 ). These four perspectives possess a potential synergy, and their effects could strengthen the relationship between rural families and rural areas and stimulate new regional resilience. Therefore, rural tourism should be understood as an enabler of rural community development that will eventually attract policy-makers and stakeholders to invest more money in developing or advancing it.

Methodology

The literature on rural tourism provides no generally accepted method for measuring its contributions or sustainability intensity. Although many statistical methods are available, several limitations remain, particularly in terms of the item generation stage and common method bias (CMB). For example, Marzo-Navar et al. ( 2015 ) used the mean and SD values to obtain their items. However, the use of the mean has been criticized because it is susceptible to extreme values or outliers. In addition, they did not examine omitted variables and CMB. Asmelash and Kumar ( 2019 ) used the Delphi method with a mean value for deleting items. Although they asked experts to suggest the inclusion of any missed variables, they did not discuss these results. Moreover, they did not assess CMB. Islam et al. ( 2021 ) used a sixteen-step process to formulate sustainability indicators but did not consider omitted variables, a source of endogeneity bias. They also did not designate a priority for each indicator. Although a methodologically sound systematic review is commonly used, little attention has been given to reporting interexpert reliability when multiple experts are used to making decisions at various points in the screening and data extraction stages (Belur et al., 2021 ). Due to the limitations of the current methods for assessing sustainable tourism development, we aim to provide new methodological insights. Specifically, we suggest a six-stage procedure, as shown in Fig. 1 .

Steps required in developing the model for analysis after obtaining the data.

Many sources of data collection can be used, including literature reviews, inferences about the theoretical definition of the construct, previous theoretical and empirical research on the focal construct, advice from experts in the field, interviews, and focus groups. In this study, the first step was to retrieve data from a critical literature review. The second step was the assessment of omitted variables to produce items that fully captured all essential aspects of the focal construct domain. In this case, researchers must not omit a necessary measure or fail to include all of the critical dimensions of the construct. In addition, the stimuli of CMB, for example, double-barreled items, items containing ambiguous or unfamiliar terms, and items with a complicated syntax, should be simplified and made specific and concise. That is, researchers should delete items contaminated by CMB. The third step was the examination of construct-irrelevant variance to retain the variances relevant to the construct of interest and minimize the extent to which the items tapped concepts outside the focal construct domain. Variances irrelevant to the targeted construct should be deleted. The fourth step was to examine intergroup consistency to ensure that there was no outlier impact underlying the ratings. The fifth step was to examine interexpert reliability to ensure rating conformity. Finally, we prioritized the importance of each variable with the fuzzy analytic hierarchy process (AHP), which is a multicriteria decision-making approach. All methods used in this study are expert-based approaches.

Selection of experts

Because this study explores the contributions of rural tourism to rural community development, it involves phenomena in the postdevelopment stage; therefore, a few characteristics are essential for determining the choice of experts. The elements used to identify the experts in this study were (1) the number of experts, (2) expertise, (3) knowledge, (4) diversity, (5) years working in this field, and 5) commitment to participation. Regarding the number of experts, Murphy-Black et al. ( 1998 ) suggested that the more participants there are, the better, as a higher number reduces the effects of expert attrition and rater bias. Taylor-Powell ( 2002 ) pointed out that the number of participants in an expert-based study depends not only on the purpose of the research but also on the diversity of the target population. Okoli and Pawlowski ( 2004 ) recommended a target number of 10–18 experts for such a purpose. Therefore, we recruited a group of 18 experts based on their stated interest in the topic and asked them to comment on our rationale concerning the rating priorities among the items. We asked them to express a degree of agreement or disagreement with each item we provided. We adopted a heterogeneous and anonymous arrangement to ensure that rater bias did not affect this study. The 18 experts had different backgrounds, which might have made it easier for them to reach a consensus objectively. We divided the eighteen experts into three subgroups: (1) at least six top managers from rural tourism businesses, all of whom had been in the rural tourism business for over 10 years; (2) at least six academics who taught subjects related to tourism at three different universities in Taiwan; and (3) at least six government officials involved in rural development issues in Taiwan.

Generating items to represent the construct

Step 1: data collection.

Data collection provides evidence for investigation and reflects the construct of interest. While there is a need to know what rural tourism contributes, previous studies have provided no evidence for policy-makers to establish a rural community strategy; thus, it is essential to use a second source to achieve this aim. We used a literature review for specific topics; the data we used were based on the findings being presented in papers on rural tourism indexed in the SSCI (Social Sciences Citation Index) and SCIE (Science Citation Index Expanded). In this study, we intended to explore the role of rural tourism and its contributions to rural development. Therefore, we explored the secondary literature on the state of the questions of rural development, sustainable development, sustainability indicators, regional resilience, farm tourism, rural tourism, COVID-19, tourist preferences, and ecotourism using terms such as land ethics, ecology, biodiversity, green consumerism, environmentalism, green chemistry, community identity, community integration, community visibility, and development goals in an ad hoc review of previous studies via Google Scholar. Based on the outcomes of this first data collection step, we generated thirty-three subattributes and classified them into four domains.

Step 2: Examine the face validity of omitted variables and CMB

Face validity is defined as assessing whether a measurement scale or questionnaire includes all the necessary items (Dempsey and Dempsey, 1992 ). Based on the first step, we generated data subattributes from our literature review. However, there might have been other valuable attributes or subattributes that were not considered or excluded. Therefore, our purposes for examining face validity were twofold. First, we assessed the omitted variables, defined as the occurrence of crucial aspects or facets that were omitted (Messick, 1995 ). These comprise a threat to construct validity that, if ignored by researchers, might result in unreliable findings. In other words, face validity is used to distinguish whether the researchers have adequately captured the full dimensions of the construct of interest. If not, the evaluation instrument or model is deficient. However, the authors found that most rural tourism studies have not assessed the issue of omitted variables (An and Alarcon, 2020 ; Lin, 2022 ). Second, we mitigated the CMB effect. In a self-report survey, it is necessary to provide a questionnaire without CMB to the targeted respondents, as CMB affects respondent comprehension. Therefore, we assessed item characteristic effects, item context effects, and question response process effects. These three effects are related to the respondents’ understanding, retrieval, mood, affectivity, motivation, judgment, response selection, and response reporting (Podsakoff et al., 2003 ). Specifically, items containing flaws from these three groups in a questionnaire can seriously influence an empirical investigation and potentially result in misleading conclusions. We assessed face validity by asking all the experts to scrutinize the content items that we collected from the literature review and the questionnaire that we drafted. The experts could then add any attribute or subattribute they thought was essential that had been omitted. They could also revise the questionnaire if CMB were embedded. We added the new attributes or subattributes identified by the experts to those collected from the literature review.

Step 3: Examine interexpert consensus for construct-irrelevant variances

After examining face validity, we needed to rule out items irrelevant to the construct of interest; otherwise, the findings would be invalid. We examined the interexpert consensus to achieve this aim. The purpose was to estimate the experts’ ratings of each item. In other words, interexpert consensus assesses the extent to which experts make the same ratings (Kozlowski and Hattrup, 1992 ; Northcote et al., 2008 ). In prior studies, descriptive statistics have often been used to capture the variability among individual characteristics, responses, or contributions to the subject group (Landeta, 2006 ; Roberson et al., 2007 ). Many expert-based studies have applied descriptive statistics to determine consensus and quantify its degree (Paraskevas and Saunders, 2012 ; Stewart et al., 2016 ). Two main groups of descriptive statistics, central tendencies (mode, mean, and median) and level of dispersion (standard deviation, interquartile, and coefficient of variation), are commonly used when determining consensus (Mukherjee et al., 2015 ). Choosing the cutoff point of interexpert consensus was critical because we used it as a yardstick for item retention and its value can also be altered by a number on the Likert scale (Förster and von der Gracht, 2014 ). In the case of a 5-point Likert scale, the coefficient of variation (CV) is used to measure interexpert consensus. Hence, CV ≤ 0.3 indicated high consensus (Zinn et al., 2001 ). In addition, based on the feedback obtained from the expert panel, we used standard deviation (SD) as another measurement to assess the variation in our population. Henning and Jordaan ( 2016 ) indicate that SD ≤ 1 represents a high level of consensus, meaning that it can act as a guideline for cutoff points. In addition, following Vergani et al. ( 2022 ), we used the percentage agreement (% AGR) to examine interexpert consensus. If the responses reached ≧ 70% 4 and 5 in the case of a 5-point Likert scale, it indicated that the item had interexpert consensus; thus, we could retain it. Moreover, to avoid the impact of outliers, we used the median instead of the mean as another measurement. Items had a high consensus if their median value was ≥4.00 (Rice, 2009 ). Considering these points, we adopted % AGR, median, SD, and CV to examine interexpert consensus.

Step 4: Examine intergroup consistency

In this expert-based study, the sample size was small. Any rater bias could have caused inconsistency among the subgroups of experts; therefore, we needed to examine the effect of rater bias on intergroup consistency. When the intergroup ratings showed substantially different distributions, the aggregated data were groundless. Dajani et al. ( 1979 ) remarked that interexpert consensus is meaningless if the consistency of responses in a study is not reached, as it means that any rater bias could distort the median, SD, or CV. Most studies have used one-way ANOVA to determine whether there is a significant difference between the expected and observed frequency in three or more categories. However, this method is based on large sample size and normal distribution. In the case of expert-based studies, the expert sample size is small, and the assessment distribution tends to be skewed. Thus, we used the nonparametric test instead of one-way ANOVA for consistency measurement (Potvin and Roff, 1993 ). We used the Kruskal‒Wallis test (K–W) to test the intergroup consistency among the three subgroups of experts. The purpose of the K–W test is to determine whether there are significant differences among three or more subgroups regarding the ratings of the domains (Huck, 2004 ). The judgment criteria in the K-W test depended on the level of significance, and we set the significance level at p  < 0.05 (Love and Irani, 2004 ), with no significant differences among groups set at p  > 0.05 (Loftus et al., 2000 ; Rice, 2009 ). We used SPSS to conduct the K–W test to assess intergroup consistency in this study.

Step 5: Examine interexpert reliability

Interexpert reliability, on the one hand, is usually defined as the proportion of systematic variance to the total variance in ratings (James et al., 1984 ). On the other hand, interexpert reliability estimation is not concerned with the exact or absolute value of ratings. Rather, it measures the relative ordering or ranking of rated objects. Thus, interexpert reliability estimation concerns the consistency of ratings (Tinsley and Weiss, 1975 ). If an expert-based study did not achieve interexpert reliability, we could not trust its analysis (Singletary, 1994 ). Thus, we examined interexpert reliability in this expert-based study. Many methods are available in the literature for measuring interexpert reliability, but there seems to be little consensus on a standard method. We used Kendall’s W to assess the reliability among the experts for each sample group (Goetz et al., 1994 ) because it was available for any sample size or ordinal number. If W was 1, all the experts were unanimous, and each had assigned the same order to the list of objects or concerns. As Spector et al. ( 2002 ) and Schilling ( 2002 ) suggested, reliabilities well above the recommended value of .70 indicate sufficient internal reliability. In this study, there was a strong consensus when W  > 0.7. W  > 0.5 represented a moderate consensus; and W  < 0.3 indicated weak interexpert agreement (Schmidt et al., 2001 ). To measure Kendall’s W , we used SPSS 23 to assess interexpert reliability.

Step 6: Examine the fuzzy analytic hierarchy process

After examining face validity, interexpert consensus, intergroup consistency, and interexpert reliability, we found that the aggregated items were relevant, authentic, and reliable in relation to the construct of interest. To provide policy-makers with a clear direction regarding which contributions are more or less important, we scored each attribute and subattribute using a multicriteria decision-making technique. Fuzzy AHP is a well-known decision-making tool for modeling unstructured problems. It enables decision-makers to model a complex issue in a hierarchical structure that indicates the relationships between the goal, criteria, and subcriteria on the basis of scores (Park and Yoon, 2011 ). The fuzzy AHP method tolerates vagueness and ambiguity (Mikhailov and Tsvetinov, 2004 ). In other words, fuzzy AHP can capture a human’s appraisal of ambiguity when considering complex, multicriteria decision-making problems (Erensal et al., 2006 ). In this study, we used Power Choice 2.5 software to run fuzzy AHP, determine weights, and develop the impact structure of rural tourism on sustainable rural development.

Face validity

To determine whether we had omitted variables, we asked all 18 experts to scrutinize our list of four attributes and 33 subattributes for omitted variables and determine whether the questionnaire contained any underlying CMB. We explained the meaning of omitted variables, the stimuli of CMB, and the two purposes of examining face validity to all the experts. In their feedback, the eighteen experts added one item as an omitted variable: business viability. The experts suggested no revisions to the questionnaire we had drafted. These results indicated that one omitted variable was revealed and that our prepared questionnaire was clear, straightforward, and understandable. The initially pooled 34 subattributes represented the construct of interest, and all questionnaires used for measurement were defendable in terms of CMB. The biasing effects of method variance did not exist, indicating that the threat of CMB was minor.

Interexpert consensus

In this step, we rejected any items irrelevant to the construct of interest. Consensus measurement played an essential role in aggregating the experts’ judgments. This study measured the AGR, median, SD, and CV. Two items, strategic alliance (AGR = 50%) and carbon neutrality (AGR = 56%) were rated < 70%, and we rejected them accordingly. These results are shown in Table 1 . The AGR, median, SD, and CV values were all greater than the cutoff points, thus indicating that the majority of experts in this study consistently recognized high values and reached a consensus for the rest of the 32 subattributes. Consequently, the four attributes and 32 subattributes remained and were initially identified as determinants for further analysis.

Intergroup consistency and interexpert reliability

In this study, with scores based on a 5-point Likert scale, we conducted the K–W test to assess intergroup differences for each subattribute. Based on the outcomes, the K–W test yielded significant results for all 32 subattributes; all three groups of experts reached consistency at p  > 0.05. This result indicated that no outlier or extreme value underlay the ratings, and therefore, intergroup consistency was reached. Finally, we measured interexpert reliability with Kendall’s W . The economic perspective was W  = 0.73, the sociocultural perspective was W  = 0.71, the environmental perspective was W  = 0.71, and the leisure and educational perspective was W  = 0.72. These four groups of W were all ≧ 0.7, indicating high reliability for the ranking order and convergence judged by all subgroup experts. These results are shown in Table 2 .

The hierarchical framework

The results of this study indicate that rural tourism contributions to rural community development comprise four attributes and thirty-two subattributes. The economic perspective encompasses nine subattributes and is weighted at w  = 0.387. In addition, rural tourism has long been considered a possible means of sociocultural development and regeneration of rural areas, particularly those affected by the decline in traditional rural

activities, agricultural festivals, and historical buildings. According to the desired benefits, the sociocultural perspective encompasses nine subattributes and is weighted at w  = 0.183. Moreover, as rural tourism can develop on farms and locally, its contribution to maintaining and enhancing environmental regeneration and protection is significant. Therefore, an environmental perspective can determine rural tourism’s impact on pursuing environmental objectives. Our results indicate that the environmental perspective encompasses seven subattributes and that its weight is w  = 0.237. Furthermore, the leisure and educational perspective indicates the attractiveness of rural tourism from visitors’ viewpoint and their perception of a destination’s value and contributions. These results show that this perspective encompasses seven subattributes and is weighted at w  = 0.193. This specific contribution model demonstrates a 3-level hierarchical structure, as shown in Fig. 2 . The scores for each criterion could indicate each attribute’s importance and explain the priority order of the groups. Briefly, the critical sequence of each measure in the model at Level 2 is as follows: economic perspective > environmental perspective > leisure and educational perspective > sociocultural perspective. Since scoring and ranking were provided by 18 experts from three different backgrounds and calculated using fuzzy AHP, our rural tourism contribution model is established. It can provide policy-makers with information on the long-term benefits and advantages following the completion of excellent community development in rural areas.

The priority index of each attribute and sub-attribute.

Discussion/Implications

In the era of sustainable rural development, it is vital to consider the role of rural tourism and how research in this area shapes access to knowledge on rural community development. This study provides four findings based on the increasing tendency of policy-makers to use such information to shape their policy-making priorities. It first shows that the demand for rural tourism has soared, particularly during COVID-19. Second, it lists four significant perspectives regarding the specific contributions of rural tourism to rural community development and delineates how these four perspectives affect rural tourism development. Our findings are consistent with those of prior studies. For example, geography has been particularly important in the rural or peripheral tourism literature (Carson, 2018 ). In terms of the local geographical context, two contributions could be made by rural tourism. The first stems from the environmental perspective. When a rural community develops rural tourism, environmental protection awareness is increased, and the responsible utilization of natural resources is promoted. This finding aligns with Lee and Jan ( 2019 ). The second stems from the leisure and educational perspective. The geographical context of a rural community, which provides tourists with geographical uniqueness, advances naturally calming, sensory-rich, and emotion-generating experiences for tourists. These results suggest that rural tourism will likely positively impact tourists’ experience. This finding is consistent with Kastenhoz et al. ( 2020 ). Third, although expert-based approaches have considerable benefits in developing and testing underlying phenomena, evidence derived from interexpert consensus, intergroup consistency, and interexpert reliability has been sparse. This study provides such evidence. Fourth, this research shows that rural tourism makes four main contributions, economic, sociocultural, environmental, leisure, and educational, to rural community development. Our results show four key indicators at Level 2. The economic perspective is strongly regarded as the most important indicator, followed by the environmental perspective, leisure and educational perspective, and sociocultural perspective, which is weighted as the least important. The secondary determinants of contributions have 32 subindicators at Level 3: each was identified and assigned a different weight. These results imply that the attributes or subattributes with high weights have more essential roles in understanding the contributions of rural tourism to rural community development. Policy-makers can use these 32 subindicators to formulate rural tourism development policies or strategies.

This study offers the following five practical implications for policymakers and rural communities:

First, we argue that developing rural tourism within a rural community is an excellent strategy for revitalization and countering the effects of urbanization, depopulation, deforestation, and unemployment.

Second, our analytical results indicate that rural tourism’s postdevelopment contribution is significant from the economic, sociocultural, environmental, leisure, and educational perspectives, which is consistent with Lee and Jan ( 2019 ).

Third, there is an excellent opportunity to build or invest more in rural tourism during COVID-19, not only because of the functions of rural tourism but also because of its timing. Many prior studies have echoed this recommendation. For example, Yang et al. ( 2021 ) defined rural tourism as the leading industry in rural areas, offering an output value ten times higher than that of agriculture in China. In addition, rural tourism has become more attractive to urban tourists amid COVID-19. Vaishar and Šťastná ( 2022 ) suggested that the COVID-19 pandemic created a strong demand for rural tourism, which can mitigate threats to public mental health, such as anxiety, depression, loneliness, isolation, and insomnia. Marques et al. ( 2022 ) showed that tourists’ preference for tourism in rural areas increased substantially during COVID-19.

Fourth, the contributions of this study to policy development are substantial. The more focused rural tourism in rural areas is, the more effective revitalization becomes. This finding highlights the importance of such features in developing rural tourism to enhance rural community development from multiple perspectives. This finding echoes Zawadka et al. ( 2022 ); i.e., policy-makers should develop rural tourism to provide tourists with a safe and relaxed environment and should not ignore the value of this model for rural tourism.

Fifth, our developed model could drive emerging policy issues from a supporting perspective and provide policy-makers with a more comprehensive overview of the development of the rural tourism sector, thus enabling them to create better policies and programs as needed. For example, amid COVID-19, rural tourism created a safe environment for tourists, mainly by reducing their fears of contamination (Dennis et al., 2021 ). This novel contribution that rural tourism destinations can provide to residents and visitors from other places should be considered and built into any rural community development policy.

This study also has the following four methodological implications for researchers:

First, it addresses methodological limitations that still impede tourism sustainability model development. Specifically, we suggest a six-stage procedure as the guideline; it is imperative that rural tourism researchers or model developers follow this procedure. If they do not, their findings tend to be flawed.

Second, to ensure that collected data are without extraneous interference or differences via subgroups of experts, the assessment of intergroup consistency with the K–W test instead of one-way ANOVA is proposed, especially in small samples and distribution-free studies.

Third, providing interexpert reliability evidence within expert-based research is critical; we used Kendall’s W to assess the reliability among experts for each sample group because it applies to any sample size and ordinal number.

Finally, we recommend using fuzzy AHP to establish a model with appropriate indicators for decision-making or selection. This study offers novel methodological insights by estimating a theoretically grounded and empirically validated rural tourism contribution model.

There are two limitations to this study. First, we examine all subattributes by interexpert consensus to delete construct-irrelevant variances that might receive criticism for their lack of statistical rigor. Future studies can use other rigorous methods, such as AD M( j ) or rWG ( j ) , interexpert agreement indices to assess and eliminate construct-irrelevant variances. Second, we recommend maximizing rural tourism contributions to rural community development by using the general population as a sample to identify any differences. More specifically, we recommend using Cronbach’s alpha, confirmatory factor analysis (CFA), and structural equation modeling (SEM) to test the overall reliability and validity of the data and results. It is also necessary to provide results for goodness-of-fit measures—e.g., the goodness-of-fit index (GFI), adjusted goodness-of-fit index (AGFI), comparative fit index (CFI), normed fit index (NFI), Tucker–Lewis Index (TLI), standardized root mean square residual (SRMR), or root mean square error of approximation (RMSEA).

Numerous empirical studies have illustrated how rural tourism can positively and negatively affect the contexts in rural areas where it is present. This study reveals the positive contributions of rural tourism to rural community development. The findings show that using rural tourism as a revitalization strategy is beneficial to nonurban communities in terms of their economic, sociocultural, environmental, and leisure and educational development. The contribution from the economic perspective is particularly important. These findings suggest that national, regional, and local governments or community developers should make tourism a strategic pillar in their policies for rural development and implement tourism-related development projects to gain 32 benefits, as indicated in Fig. 2 . More importantly, rural tourism was advocated and proved effective for tourists and residents to reduce anxiety, depression, or insomnia during the COVID-19 pandemic. With this emerging contribution, rural tourism is becoming more critical to tourists from urban areas and residents involved in rural community development. With this model, policy-makers should not hesitate to develop or invest more in rural communities to create additional tourism-based activities and facilities. As they could simultaneously advance rural community development and public mental health, policy-makers should include these activities among their regional resilience considerations and treat them as enablers of sustainable rural development. We conclude that amid COVID-19, developing rural tourism is an excellent strategy for promoting rural community development and an excellent alternative that could counteract the negative impacts of urbanization and provide stakeholders with more positive interests. The proposed rural tourism contribution model also suggests an unfolding research plan.

Data availability

The datasets generated and/or analyzed during the current study are available from the corresponding author on reasonable request.

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30 Of The Best Things to Do in St. Petersburg, Florida (2024 Guide)

• Last Updated: February 2, 2024

Trying to find great activities and attractions in the Sunshine City? Our guide to the best things to do in St. Petersburg is all you need to plan the perfect trip!

If you’re seeking a perfect blend of sunshine, coastal charm, and a dash of artistic flair, you’re in for a treat as we dive into the vibrant tapestry of St. Petersburg, Florida.

Nestled along the Gulf Coast of Florida , this city is more than just a pretty face – it’s a treasure trove of experiences waiting to be uncovered. Whether you’re basking on the award-winning beaches of St. Pete Beach, taking in the panoramic views from the newly renovated St. Pete Pier, or wandering through the lush tranquility of Sunken Gardens, St. Petersburg has an abundance of delights for every kind of traveler.

But that’s not all. For sports enthusiasts, catch a Tampa Bay Rays game at Tropicana Field and immerse yourself in the electric atmosphere of America’s favorite pastime.

Throughout this blog post, we’ll be your virtual tour guide, unveiling the best that St. Petersburg has to offer. So, get ready to explore this sunny gem on the Gulf and discover why it’s a destination that has something to delight every adventurer’s heart.

Table of Contents

Discover Downtown St. Petersburg

Visit the clearwater marine aquarium, enjoy st. pete pier, relax at st. pete beach, explore great explorations children’s museum, shop at petersburg saturday morning market, catch a game at tropicana field, visit the florida holocaust museum, wander through the sunken gardens, take a boat tour, tour the james museum of western & wildlife art, explore boyd hill nature preserve, enjoy the arts at morean arts center, visit the suncoast seabird sanctuary, explore treasure island, visit the st. petersburg museum of history, admire art at the imagine museum, visit the museum of fine arts, drive the sunshine skyway bridge, relax at clearwater beach, eat at mazzaro’s italian market, stroll along the skyway fishing pier, savor the fine dining, explore weedon island preserve, visit the morean glass studio & hot shop, enjoy nature at fort de soto park, get outdoors at the fred marquis pinellas trail, attend a show at the mahaffey theater, visit the salvador dalí museum, explore the quartermaster museum, high-end luxury hotel: the vinoy renaissance st. petersburg resort & golf club, mid-range family accommodation: hollander hotel, budget hostel/hotel: la quinta inn & suites by wyndham st. petersburg northeast, wrapping up, 30 fun things to do in st. petersburg, florida.

Here’s our list of the 30 best things to do in St. Petersburg, Florida.

Downtown St Petersburg Florida, is a dynamic and vibrant urban hub that beckons both residents and visitors with its eclectic blend of cultural attractions, dining, shopping, and entertainment options.

This lively district is the heart of the city, offering an array of art galleries, boutiques, restaurants, and cafes, making it an ideal place for a leisurely stroll or a night out on the town. Art enthusiasts can explore the city’s thriving arts scene at galleries like the Morean Arts Center, while foodies can savor diverse culinary delights at the local eateries.

The district also hosts various events and festivals, creating a lively atmosphere year-round. With its lively spirit and diverse offerings, downtown St. Petersburg is a captivating destination that captures the essence of this coastal city.

Related: Read this post on all the best things to do in Tampa .

The Clearwater Marine Aquarium is not just an ordinary marine attraction but a hub of inspiration and conservation. Nestled on the shores of Clearwater Beach, this unique aquarium is renowned for its dedication to the rescue, rehabilitation, and release of marine animals, particularly dolphins, sea turtles, and pelicans.

Beyond the captivating exhibits, it offers an educational experience that fosters an understanding of marine life and the challenges they face in their natural habitats. Guests can get up close and personal with the resident dolphins, Winter and Hope, famous for their starring roles in the “Dolphin Tale” movies.

The aquarium’s commitment to conservation efforts makes it a must-visit destination for both families and eco-conscious travelers, offering a chance to connect with the marine world while supporting vital conservation initiatives.

The St. Pete Pier , a waterfront landmark in St. Petersburg, is a hub of activity and leisure that beckons both locals and tourists. This contemporary pier complex offers a delightful mix of entertainment, dining, shopping, and recreational opportunities.

You can take a leisurely stroll along the scenic waterfront, enjoy panoramic views of Tampa Bay, or relax in green spaces and shaded areas. The pier features a range of restaurants and eateries serving up diverse cuisines, making it a culinary destination in its own right.

Additionally, the Pier hosts events, concerts, and festivals throughout the year, providing a vibrant gathering place for the community.

Whether you’re looking for a picturesque setting for a leisurely afternoon, a delectable dining experience, or a lively event, the St. Pete Pier is a must-visit destination that captures the essence of the beautiful coastal city of St. Petersburg.

Whether you’re seeking relaxation or adventure, St. Pete Beach provides the perfect backdrop for a memorable coastal getaway.

St. Petersburg Florida, is renowned for its stunning beaches, and St. Pete Beach stands out as one of its most enchanting coastal gems. Nestled along the pristine shores of the Gulf of Mexico, St. Pete Beach offers travelers a quintessential beach experience.

With its powdery white sands and crystal-clear waters, it’s an idyllic spot for sunbathing, swimming, beachcombing, and water sports. The beachfront is also lined with an array of restaurants, bars, and resorts, making it easy to savor delicious seafood and tropical cocktails while taking in the breathtaking sunset views.

The Great Explorations Children’s Museum in St. Petersburg is a dynamic and interactive space designed to ignite the curiosity and creativity of young minds. With a mission to make learning fun, this museum offers a wide range of hands-on exhibits and activities that engage children in playful exploration and discovery.

From science and engineering to arts and culture, the museum’s diverse exhibits cater to a variety of interests and age groups. Kids can experiment in a science lab, explore a pretend city, immerse themselves in imaginative play, and much more.

The museum’s commitment to education is evident through its interactive programs and events, making it a valuable resource for families and educators seeking to nurture a love of learning in children.

The Great Explorations Children’s Museum is not only a place of entertainment but also a vital space for fostering intellectual growth and curiosity in the youngest members of the St. Petersburg community.

The St. Petersburg Saturday Morning Market is a lively and vibrant community gathering that epitomizes the city’s local culture and charm. Held every Saturday from October to May, this bustling market transforms Al Lang Stadium into a bustling marketplace filled with diverse vendors, artisans, farmers, and food purveyors.

Visitors can explore a treasure trove of goods, from farm-fresh produce and artisanal crafts to international cuisine and live music performances. It’s a perfect place to savor delicious eats, shop for unique gifts, and engage with the community.

The Petersburg Saturday Morning Market embodies the spirit of St. Petersburg, offering a warm and welcoming atmosphere where locals and tourists alike can come together to celebrate local culture, support small businesses, and savor the flavors of the city.

Read Next: See where St. Petersburg ranks on our list of great places to visit in Florida .

Tropicana Field is an iconic sports and entertainment venue that hosts the Tampa Bay Rays, a Major League Baseball team. As one of the few indoor baseball stadiums in the United States, Tropicana Field offers a unique fan experience with its distinctive dome-shaped architecture.

Attending a Rays game at “The Trop” is an exciting way to catch America’s pastime in action, with plenty of amenities and activities for fans of all ages. Beyond baseball, the venue also hosts various events, including concerts, conventions, and community gatherings, making it a versatile and vibrant space that plays a significant role in the cultural fabric of St. Petersburg.

Whether you’re a sports enthusiast, a music lover, or simply looking for a fun and memorable outing, Tropicana Field has something to offer.

Check out the schedule here.

The Florida Holocaust Museum , located in downtown St. Petersburg, is a poignant and educational institution dedicated to preserving the memory of the Holocaust and promoting awareness of human rights issues.

This powerful museum offers a profound journey through history, featuring exhibits that chronicle the Holocaust’s tragic events, the stories of survivors, and the lessons that must be learned from this dark period of human history.

Visitors can view compelling artifacts, photographs, and personal testimonies that serve as a stark reminder of the atrocities committed during the Holocaust.

Additionally, the museum provides educational programs and resources to foster tolerance and promote human rights in today’s world. The Florida Holocaust Museum is a place of remembrance, reflection, and a call to action, ensuring that the lessons of the past are never forgotten in the pursuit of a more just and compassionate future.

Sunken Gardens in St Petersburg Florida, is a verdant oasis that enchants visitors with its lush tropical beauty. Spanning over a century, this botanical wonderland is home to a stunning array of exotic plants, cascading waterfalls, vibrant blooms, and serene koi ponds.

As you meander through the winding pathways, you’ll encounter towering palms, cycads, and a diverse collection of tropical and subtropical flora from around the world. The gardens’ rich history and careful preservation efforts have transformed it into a serene retreat and a designated historical site, allowing visitors to escape the city’s hustle and bustle and immerse themselves in a tranquil and vibrant natural paradise.

Whether you’re a horticulture enthusiast or simply seeking a peaceful escape, Sunken Gardens is a captivating destination in St. Petersburg that promises a soothing and awe-inspiring experience.

Taking a boat tour in St. Petersburg, Florida, is an unforgettable adventure that allows you to immerse yourself in the city’s stunning coastal beauty and rich maritime heritage.

Whether you opt for a leisurely sightseeing cruise along the picturesque waterways, an eco-tour exploring the intricate mangrove ecosystems, or a dolphin-watching excursion in the Gulf of Mexico, these boat tours offer a unique perspective of St. Petersburg’s natural wonders.

You’ll have the opportunity to spot wildlife, including dolphins, manatees, and a variety of bird species, while taking in panoramic views of the city’s skyline and waterfront landmarks.

These tours often come with knowledgeable guides who share fascinating insights into the local history, ecology, and culture, making it an educational and scenic experience that leaves you with a deep appreciation for St. Petersburg’s coastal treasures.

The James Museum of Western & Wildlife Art in St. Petersburg is a captivating haven for art and nature enthusiasts alike. This museum is a testament to the beauty and cultural significance of the American West and wildlife, showcasing a diverse collection of Western and wildlife art.

Visitors can immerse themselves in the rich heritage of the American West through paintings, sculptures, and artifacts that depict its landscapes, people, and wildlife. The museum’s architecture seamlessly blends modern design with Western aesthetics, creating a stunning backdrop for its extensive collection.

Whether you’re drawn to the artistry of cowboys, Native Americans, or the majesty of North American wildlife, the James Museum offers an immersive journey through the history and natural beauty of the American West, making it a must-visit destination in St. Petersburg.

Boyd Hill Nature Preserve , nestled within the city limits of St Petersburg Florida, is a hidden gem for nature enthusiasts and wildlife lovers. Spread across 245 acres, this urban oasis offers a remarkable variety of natural habitats, including hardwood hammocks, wetlands, and pine flatwoods.

You can explore a network of well-maintained hiking trails, spot native wildlife like gopher tortoises and bald eagles, and learn about the region’s ecology at the Environmental Education Center.

A highlight of Boyd Hill is Lake Maggiore, where you can rent canoes and kayaks to paddle through the serene waters while enjoying picturesque views of the surrounding wilderness.

With its commitment to environmental education and conservation, Boyd Hill Nature Preserve provides a serene and educational escape from the bustle of city life right in the heart of St. Petersburg.

Related: Consider adding St. Petersburg to your Florida road trip itinerary .

The Morean Arts Center in St Petersburg Florida, is a dynamic cultural institution that celebrates the world of contemporary art and creativity. Located in the heart of the city’s thriving arts district, this center offers an eclectic range of art exhibitions, hands-on art experiences, and educational programs.

Here, you can explore ever-evolving exhibitions featuring both local and international artists, from traditional paintings to cutting-edge installations. The Morean Arts Center also hosts workshops and classes, encouraging individuals of all ages to unleash their artistic potential.

With its commitment to fostering artistic expression and engagement, the Morean Arts Center is a vital contributor to the vibrant cultural landscape of St. Petersburg, and an inspiring destination for art enthusiasts and novices alike.

The Suncoast Seabird Sanctuary , located in Indian Shores near St. Petersburg, is a haven for avian enthusiasts and a crucial hub for bird rescue and rehabilitation. As the largest wild bird hospital and sanctuary in the United States, it provides a safe haven for injured, sick, or orphaned birds, with the ultimate goal of releasing them back into their natural habitats.

Visitors to the sanctuary can witness the dedicated efforts of volunteers and staff as they care for a diverse range of bird species, including pelicans, owls, and herons. The facility offers an educational experience, where you can learn about the importance of bird conservation and the challenges these magnificent creatures face.

With its mission to protect and preserve Florida’s native bird populations, the Suncoast Seabird Sanctuary is a remarkable and inspiring destination for those passionate about wildlife and conservation efforts.

St. Petersburg proudly boasts the charming barrier island of Treasure Island , a hidden gem that offers a quintessential coastal experience. Treasure Island lives up to its name, with its shimmering white sandy beaches and tranquil Gulf of Mexico waters.

This peaceful island is perfect for those looking to escape the hustle and bustle of city life. Visitors can relish the laid-back atmosphere, soak up the sun, and take leisurely walks along the pristine shores. The island’s John’s Pass Village and Boardwalk provide a delightful mix of waterfront dining, boutique shopping, and opportunities for water-based adventures like boat tours and parasailing.

Whether you’re enjoying the stunning sunsets or savoring fresh seafood at a beachfront restaurant, Treasure Island embodies the essence of a quintessential coastal retreat in St. Petersburg, Florida.

The St. Petersburg Museum of History is a captivating institution that chronicles the rich and diverse history of St Petersburg Florida. Located on the picturesque downtown waterfront, this museum offers a fascinating journey through time, showcasing artifacts, photographs, and exhibits that highlight the city’s evolution from its early days to the vibrant community it is today.

You can explore exhibits that delve into the region’s Native American heritage, the development of St. Petersburg as a destination for tourism and leisure, and its role in various historical events.

With a commitment to preserving the past and engaging the community, the St. Petersburg Museum of History serves as a valuable resource for both residents and tourists, providing insight into the unique cultural heritage of this coastal city.

The Imagine Museum in St. Petersburg is a captivating destination for art enthusiasts and those looking to be inspired by the beauty of contemporary glass art. This cultural gem houses a remarkable collection of glass artworks, showcasing the extraordinary creativity and skill of glass artists from around the world.

As you explore its galleries, you’ll encounter a diverse array of glass sculptures, vessels, and installations, each a testament to the limitless possibilities of this artistic medium. The Imagine Museum not only offers a visual feast for the senses but also provides a deeper understanding of the intricate techniques and innovative approaches that glass artists employ to push the boundaries of their craft.

Whether you’re an art connoisseur or simply curious about the world of glass art, a visit to the Imagine Museum promises an immersive and thought-provoking experience in the heart of St. Petersburg.

The Museum of Fine Arts in St. Petersburg is a cultural gem that beckons art aficionados and seekers of aesthetic inspiration. Situated along the scenic waterfront of Tampa Bay, this museum boasts a diverse and impressive collection spanning over 5,000 years of art history.

Visitors can meander through its elegant galleries, which showcase a wide range of artistic styles and mediums, from classical masterpieces to contemporary works. Highlights include European paintings, American art, Asian ceramics, and decorative arts.

The museum’s commitment to enriching the community’s cultural landscape is evident through its rotating exhibitions, educational programs, and events.

Whether you’re seeking to immerse yourself in art history or simply appreciate the beauty of human creativity, the Museum of Fine Arts in St. Petersburg offers a captivating and enriching experience for all.

Read Next: Consider visiting St. Petersburg as a day trip from Tampa .

Whether you’re crossing it for the first time or simply admiring its grandeur from a distance, the Sunshine Skyway Bridge is an iconic symbol of the city’s connection to the wider Florida landscape.

One of the most iconic landmarks in St. Petersburg is undoubtedly the Sunshine Skyway Bridge. This awe-inspiring engineering marvel spans Tampa Bay, connecting St. Petersburg with neighboring areas.

The bridge’s soaring, cable-stayed design is a testament to both human ingenuity and the natural beauty of the region. As you traverse the Sunshine Skyway Bridge, you’ll be treated to breathtaking panoramic views of Tampa Bay, with glistening waters stretching as far as the eye can see.

The bridge’s stunning architecture and the vistas it offers make it a must-visit destination for photographers, road trippers, and anyone seeking a memorable journey in and out of St. Petersburg.

Clearwater Beach, often hailed as one of the most pristine and picturesque beaches in Florida, beckons travelers with its powdery white sands and crystal-clear Gulf of Mexico waters.

Situated on Florida’s Gulf Coast, Clearwater Beach is a sun-soaked paradise that caters to both relaxation seekers and adventure enthusiasts. Whether you’re sunbathing on the soft sands, swimming in the emerald-hued waters, or strolling along the bustling Beach Walk Promenade, you’ll find plenty of ways to unwind and enjoy the coastal beauty.

The beach also offers an array of water sports, including parasailing, jet skiing, and paddleboarding, for those seeking a bit more excitement. Sunsets at Clearwater Beach are legendary, drawing crowds to Pier 60 for a nightly celebration featuring street performers, local artisans, and a breathtaking sunset backdrop that paints the sky with brilliant hues, making it a truly unforgettable destination for beach lovers and romantics alike.

Mazzaro’s Italian Market , nestled in the heart of St Petersburg Florida, is a culinary haven that transports visitors to the vibrant streets of Italy. This bustling market is renowned for its authentic Italian fare, offering a tantalizing array of fresh ingredients, gourmet products, and prepared dishes.

From artisanal cheeses and olives to freshly baked bread and pastries, Mazzaro’s is a paradise for food enthusiasts. You can savor an espresso, indulge in a handcrafted gelato, or enjoy a mouthwatering Italian sandwich in the market’s cozy cafe.

The market’s old-world charm, bustling atmosphere, and delectable offerings make it a beloved culinary landmark in St. Petersburg, drawing both locals and tourists to experience a taste of Italy in the heart of Florida.

The Skyway Fishing Pier State Park , also known as the Skyway Pier, is a remarkable and unique destination in St. Petersburg. Stretching out over the sparkling waters of Tampa Bay, it holds the distinction of being the world’s longest fishing pier.

Beyond its impressive length, the Skyway Pier offers anglers and visitors an unparalleled opportunity to enjoy the serene beauty of the bay while trying their hand at fishing. The panoramic views of the Sunshine Skyway Bridge and the surrounding coastal landscapes make this pier a favorite among photographers and nature enthusiasts as well.

Whether you’re casting a line, birdwatching, or simply taking a leisurely stroll, a visit to the Skyway Fishing Pier promises a memorable and tranquil experience amid the natural beauty of St. Petersburg, Florida.

If you’re interested in savoring seafood delicacies, indulging in international flavors, or enjoying a romantic evening with a loved one, St. Petersburg’s fine dining scene promises an unforgettable culinary experience that combines exceptional cuisine with a touch of coastal charm.

Fine dining in St. Petersburg is an exquisite culinary journey that caters to even the most discerning palates. The city boasts a thriving food scene with a wealth of upscale restaurants, many of which offer not only delectable cuisine but also breathtaking views of the waterfront.

Some of the best fine dining establishments include the renowned 400 Beach Seafood and Tap House, known for its fresh seafood and elegant atmosphere; the Canopy Rooftop Lounge, offering panoramic city views alongside craft cocktails and gourmet dishes; and Birch & Vine, where farm-to-table creations showcase locally sourced ingredients.

Weedon Island Preserve , a natural treasure near St. Petersburg, offers a captivating escape into the region’s rich coastal ecosystems and Native American heritage. This pristine 3,190-acre preserve features a network of scenic hiking trails, winding boardwalks through mangrove forests, and serene waterways perfect for kayaking and canoeing.

Wildlife enthusiasts can spot a variety of birds, including herons and ospreys, and perhaps even dolphins swimming in the bay. Additionally, Weedon Island is steeped in history, with archaeological sites revealing the presence of indigenous people dating back thousands of years.

The Weedon Island Cultural and Natural History Center provides insight into the area’s Native American heritage through exhibits and educational programs. For those seeking a tranquil retreat into nature with a touch of history, Weedon Island Preserve offers a rewarding experience in St. Petersburg.

The Morean Glass Studio & Hot Shop in St. Petersburg is a captivating destination where artistry meets craftsmanship, offering visitors a front-row seat to the mesmerizing world of glassblowing. As an extension of the Morean Arts Center, this studio provides a unique opportunity to witness skilled glass artists at work, shaping molten glass into stunning creations right before your eyes.

You can watch the intricate process of glassblowing, from gathering and shaping to coloring and finishing, during live demonstrations. The studio also offers opportunities for hands-on glassblowing experiences, where visitors can create their own glass art under the guidance of expert instructors.

Whether you’re a glass art enthusiast or simply intrigued by the mesmerizing dance of glass in its molten state, the Morean Glass Studio & Hot Shop offers a captivating and educational experience that brings the world of glass art to life.

Read Next: Don’t miss out on all of the top things to do in Florida .

Fort De Soto Park , located near St. Petersburg Florida, is a captivating natural haven that beckons to outdoor enthusiasts and history buffs alike. This sprawling park encompasses pristine beaches, lush mangrove forests, and the remnants of historic forts, offering a rich blend of recreational opportunities and historical exploration.

Here, you can hike, bike, or kayak through the park’s diverse ecosystems, keeping an eye out for local wildlife, including shorebirds and dolphins. The park’s crowning jewel is its well-preserved historic fortifications, such as Fort De Soto and Fort Dade, which provide a glimpse into the area’s military past.

Whether you’re seeking a tranquil day on the beach, a chance to connect with nature, or a dose of history in St. Petersburg, Fort De Soto Park delivers a multifaceted experience that’s sure to leave a lasting impression.

The Pinellas Trail , a scenic multi-use trail in the Tampa Bay area of St. Petersburg, is a beloved outdoor destination that invites residents and visitors to explore the region’s natural beauty and urban landscapes.

Stretching over 40 miles, this well-maintained trail winds its way through picturesque parks, charming neighborhoods, and downtown areas, offering a perfect venue for walking, jogging, biking, or rollerblading.

With its lush greenery, urban art installations, and access to various amenities, the Pinellas Trail provides a diverse and enjoyable experience for outdoor enthusiasts and families.

It also connects to a network of parks, attractions, and waterfront areas, making it an ideal way to explore the diverse landscapes and vibrant communities of St. Petersburg while staying active and appreciating the region’s natural and cultural treasures.

The Mahaffey Theater , nestled in the heart of St Petersburg Florida, is a cultural gem that has been captivating audiences for decades. This renowned performing arts venue offers a diverse and engaging program of events, from Broadway shows and concerts to comedy acts and classical performances. Its modern architecture and state-of-the-art facilities provide an intimate and immersive experience for attendees.

The Mahaffey Theater has played host to world-class artists and entertainers, making it a cultural focal point in the Tampa Bay area.

Whether you’re seeking a night of musical magic, theatrical drama, or comedic relief, the Mahaffey Theater consistently delivers top-notch performances and is an essential stop for those looking to enjoy the arts in St. Petersburg.

The Salvador Dali Museum , situated in St. Petersburg, Florida, is a mesmerizing sanctuary for art enthusiasts and a testament to the surreal genius of Salvador Dali. Housing one of the most extensive collections of Dali’s artwork outside of Europe, the museum is an architectural marvel designed to echo the eccentricity of Dali’s imagination.

Visitors can wander through its labyrinthine corridors, immersing themselves in the bizarre and thought-provoking world of the iconic surrealist artist. The museum’s striking collection spans Dali’s entire career, from his early experiments with Impressionism and Cubism to his famous surrealist masterpieces like “The Persistence of Memory.”

It’s a place where reality blurs with the dreamlike, inviting contemplation of the extraordinary and the unexpected, making it a must-visit destination for anyone with an appreciation for art that challenges the boundaries of conventional thought.

The Quartermaster Museum , located within the U.S. Coast Guard Sector St. Petersburg, is a hidden gem for history enthusiasts and maritime aficionados visiting St. Petersburg, Florida. This captivating museum provides a fascinating glimpse into the rich maritime heritage of the area and the pivotal role played by the U.S. Coast Guard.

From vintage uniforms and equipment to interactive exhibits showcasing search and rescue operations, visitors can immerse themselves in the history and achievements of this vital branch of the armed forces.

Whether you’re interested in the Coast Guard’s role in safeguarding Florida’s coastline or simply curious about maritime history in general, the Quartermaster Museum offers an engaging and educational experience that enriches any trip to St. Petersburg. 

Where to Stay in St. Petersburg, Florida

With lots of great options for where to stay in St. Petersburg, Florida these are a few of our top recommendations.

Located in the heart of downtown St. Petersburg, this historic luxury hotel offers a lavish experience. The Vinoy Renaissance boasts elegant rooms, a beautiful golf course, a full-service spa, and fine dining options.

Guests can also enjoy the stunning waterfront views and access to the Vinoy Marina. It’s perfect for travelers looking for a luxurious and relaxing stay.

The Hollander Hotel , situated in downtown St. Petersburg, offers comfortable and family-friendly accommodations without breaking the bank. This boutique hotel features a charming courtyard with a heated pool, a bar, and a restaurant.

It’s conveniently located near many attractions, making it an excellent choice for families looking for a cozy and convenient stay.

La Quinta Inn & Suites is known for providing comfortable and affordable accommodations. This hotel in St. Petersburg offers clean rooms, complimentary breakfast, free Wi-Fi, and a pool. It’s a great choice for budget-conscious travelers looking for a convenient and reliable option.

It is impossible not to be enamored by the myriad experiences St. Petersburg has to offer. From the sun-kissed shores of St. Pete Beach to the iconic St. Pete Pier with its breathtaking vistas, from the serene haven of Sunken Gardens to the thrill of cheering on the Tampa Bay Rays, this city has something for everyone.

Its award-winning beaches, where sugar-white sands meet azure waters, beckon sun-seekers and water enthusiasts alike, promising endless days of relaxation and fun.

St. Petersburg isn’t just a destination; it’s a celebration of art, culture, and the boundless beauty of Florida’s Gulf Coast. Whether you’re an art aficionado, a nature lover, a sports enthusiast, or simply a traveler in search of a laid-back yet vibrant destination, St. Petersburg welcomes you with open arms and a warm, sunny smile.

So, as you soak in the sun and the local culture, remember that St. Petersburg, with its charm and allure, will always be here, ready to inspire and delight you anew with each visit.

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Tourism and Regional Science pp 71–85 Cite as

Tourism, Leisure and Cultural Heritage: The Challenge of Participatory Planning and Design

• Gert-Jan Burgers 5  
• First Online: 28 July 2021

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Part of the book series: New Frontiers in Regional Science: Asian Perspectives ((NFRSASIPER,volume 53))

This chapter is about democratization and citizen participation in the management of cultural heritage. Although heritage is often perceived as a domain of experts, it is key to the daily lives of citizens. Increasingly, as in nearly all sectors of society, citizens demand a voice in the definition and management of heritage, and in the development of planning alternatives and design solutions, amongst others with regard to tourism, leisure and recreation. Here, heritage planning meets a UN sustainable development goal, that of inclusive and equal social justice. Government agencies, heritage professionals and spatial planners are already beginning to open up to the public, aiming to increase inclusiveness, and heritage tourism and recreation is accessible to larger sections of society than ever. However, there is much debate, but little research, on current concepts, tools and procedures for democratization in the access to and definition, appropriation, management and planning of heritage. It is the explicit aim of the EU-funded Project Heriland to explore such concepts, tools and procedures in a series of laboratory contexts throughout Europe, both urban and rural. The Heriland Project is an International Training Network (ITN), funded through the EU Horizon2020 Marie Curie Action (GA 813883; 2019–2023). It is a collaboration of VU University Amsterdam, University of Newcastle Upon Tyne, Goteborgs Universitet, Universita’ degli Studi Roma Tre, Technische Universiteit Delft, the Bezalel Academy of Arts and Design and 16 associated partners from all over Europe. In this chap. I present one of these labs, that of the so-called Ecomuseo della Via Appia , in a rural context in the southern Italian Apulia region.

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The Heriland Project is an International Training Network (ITN), funded through the EU Horizon2020 Marie Curie Action (GA 813883; 2019–2023). See especially www.heriland.eu

Our special thanks go to the Cooperativa Impact and its members, especially Christian Napolitano, Arturo Clavica, Ilaria Ricci, Margherita De Matteis, Sara De Girolamo, Patricia Caprino.

Many thanks go to our colleagues of the Soprintendenza archeologia, belle arti e paesaggio per le province di Brindisi, Lecce e Taranto (especially the Soprintendente Arch. Maria Piccarreta, d.ssa Assunta Cocchiaro and d.ssa Annalisa Biffino), the Universita’ degli Studi del Salento (especially proff. Francesco D’Andria, Grazia Semeraro and Francesco Baratti) and the municipalities of Mesagne (the mayor dott. Antonio Matarrelli, Domenico Stella and d.ssa Concetta Franco) and Latiano (the mayor Cosimo Maiorano, d.ssa Margherita Rubino).

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• St. Petersburg

St. Petersburg, Pinellas County look to rein in short-term rentals

• Jack Evans Times staff
• Colleen Wright Times staff

Officials in both Pinellas County and St. Petersburg have been watching a boom in short-term vacation rentals driven by growing corporate interest, and they’ve come to a similar conclusion: They need to keep a closer watch on the industry.

In separate meetings on Thursday, county commissioners and City Council members talked about ways to improve oversight of the short-term rental market. Both discussions centered on creating requirements for short-term rental operators to register their properties and exploring their options for fining rental operators that break the rules.

Both must navigate state regulations that sharply limit how much power local governments have to regulate short-term rentals.

Though Pinellas has some standards governing occupancy and parking spaces at short-term rentals in the unincorporated parts of the county, its attempts to monitor such rentals are “entirely ineffective,” said Kevin McAndrew, the county’s director of building and development review services.

Data produced by a third-party software company found online listings for nearly 2,700 short-term rentals in unincorporated Pinellas, and about 18,000 in the county as a whole. The county’s current database tracking those rentals, which are counted through a zoning permit process, includes just 300 units.

Meanwhile, the number of short-term rentals has grown by more than 25% countywide in the last year, he said, and code enforcement complaints have spiked. Tourism is high: Pinellas collected nearly $100 million in bed taxes last year, the most in its history. State law prohibits local governments from regulating the frequency or duration of stays in short-term rentals unless those local ordinances were on the books before 2011. And ownership of those rentals is shifting — less mom and pop, more private equity investors.

“It’s no longer the homeowner renting out their house,” McAndrew said. “This is investment groups, small and big, that are supported by very sophisticated technology that provides data on where to invest.”

Pinellas County staff have begun work on recommendations for a new county ordinance that would require short-term rental operators in unincorporated Pinellas to register with the county and renew that registration annually.

An early outline McAndrew showed this week suggested fees of $250 for the initial registration and $125 for the renewal, but commissioners said they believe those rates need to be higher. Most said they’d also like the fine for failure to register — pegged at $500 in the outline — to be higher, though County Attorney Jewel White said their options there may be limited legally.

Those fees and fines would allow Pinellas to spend more money tracking short-term rentals. The plan would likely involve a third-party software that keeps track of rentals and scrapes online data to find possible violations. Commissioners said they’d be interested in funding a new unit within the county’s code enforcement division to focus on short-term rentals. How much that costs would determine how the county moves forward, as would the fate of a bill, under consideration by the governor now, that would further preempt some local regulations. That bill, which would allow local licensing regulations, is sponsored by state Sen. Nick DiCeglie, R-Indian Rocks Beach.

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McAndrew said the county hopes to have a registration program in place by the end of the year.

The city of St. Petersburg has had rules on the books since 2007 prohibiting rentals fewer than 30 days or no more than three consecutive times within a 365-day period. The city put a better tracking system in place in 2016. Since then, the city has received 1,012 citizen-launched complaints and issued 775 violation notices.

In St. Petersburg, after a property has been put on notice, cases that don’t come into compliance after receiving a violation go before the Code Enforcement Board for a hearing. If the property is still in violation, the board has historically set a fine of $200 per day of noncompliance. The maximum allowed by state law is $250.

St. Petersburg City Council member Lisset Hanewicz said short-term rentals have been a long-standing complaint in her district, which encompasses the neighborhoods of Old Northeast, Crescent Lake, Woodlawn, Magnolia Heights and Meadowlawn. She wants a discussion on establishing a short-term rental registry and issuing “super fines.”

DiCeglie was also at St. Petersburg City Hall to discuss his bill, which also would allow collection of more taxes from rental transactions. The council voted to discuss Hanewicz’s proposal after the governor takes action on DiCeglie’s bill.

City Council vice chairperson Copley Gerdes said the issue of short-term rentals came up at Wednesday’s Tourist Development Council meeting. He said that in February there were 3,200 Airbnb and VRBO listings within St. Petersburg’s city limits.

“That’s a lot,” Gerdes said. “I’ve experienced the same type of phone calls and emails I’m sure as the rest of us. So I’m very much looking forward to this discussion.”

Jack Evans is a reporter covering Pinellas County. He can be reached at [email protected].

Colleen Wright is a reporter covering St. Petersburg. She can be reached at [email protected].

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Saudi’s Tourism Development Fund and Karisma Hotels & Resorts sign MOU

T he Tourism Development Fund (TDF) and Karisma Hotels & Resorts have signed a memorandum of understanding (MOU) to explore the development of luxury resorts in Saudi Arabia.

The agreement, signed on 17 April at the International Hospitality Investment Forum in Berlin, outlines a collaborative approach to boost the kingdom's tourism sector by providing financial and non-financial support to a network of investors, clients, and partners.

TDF CEO Qusai Al-Fakhri stated, "The Tourism Development Fund is unlocking a great potential with Karisma Hotels & Resorts as we join forces to explore the feasibility of funding and supportive innovative projects that will significantly contribute to the growth of the tourism sector."

This partnership aims to leverage Karisma's expertise in creating unique leisure experiences to introduce new hospitality offerings in the country.

Karisma Hotels and Resorts CEO Esteban Velasquez commented, “We are proud to announce the company’s significant entrance into Saudi Arabia with multiple hotel developments throughout the Kingdom, in collaboration with our partners and local developers.

Leveraging our expertise in conceptualising, developing, owning, and managing All-Inclusive and European Plan (EP) experiential leisure resorts worldwide, Karisma will introduce first-of-its-kind experiential leisure hotels in partnership with worldwide acclaimed brands, bringing a new offering of leisure vacations to the Kingdom.”

The TDF's mission is to connect international private investors, local small and medium-sized enterprises, and entrepreneurs with the rapidly expanding tourism sector in Saudi Arabia.

Karisma Hotels and Resorts is known for its diverse portfolio of brands, such as Nickelodeon Hotels & Resorts and Margaritaville Island Reserve by Karisma, which cater to various guest preferences.

The signing marks a significant moment for Saudi Arabia's hospitality industry, which is experiencing a surge in investment opportunities.

The country has already surpassed its 2030 goal of 100 million annual visitors last year and has set a new target of welcoming 150 million visitors by 2030, underscoring the country's commitment to expanding its tourism industry.

"Saudi’s Tourism Development Fund and Karisma Hotels & Resorts sign MOU" was originally created and published by Hotel Management Network , a GlobalData owned brand.

The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site.

Mercosur magazine highlights upcoming tourism fair FITCuba 2024

• April 22, 2024

This color supplement was distributed this Monday in Havana and the rest of Latin American capitals.

In its pages, the main editor, Uruguayan Julio César Debali, indicates that FITCUBA 2024 will be held in Jardines del Rey from May 1 to 5.

He emphasizes that the fair will be dedicated to Latin America and the Caribbean, which once again will be present to cover the alternatives and the development of an event that is already a tradition for more than 40 countries around the world.

The magazine places FitCuba at the beginning of the second half of the 20th century when Cuba laid the foundations for the establishment of tourism with a social character that would provide the opportunity to combine recreation and leisure in a healthy, enriching, and instructive way in a single act.

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• # Cuba # tourism

Cuba and Singapore to strengthen economic and parliamentary contacts

The cuban government’s humanism is unwavering, science and technology in function for the dprk development, casa de las americas literary award opens in cuba.

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