December 9, 2023


Time to travel

Sustainable & Experiential Tourism Trends Post Covid 19

The altering trajectory of the tourism sector has delivered the two enterprises as properly as governments the opportunity to understand and adapt on their own to consider edge of emerging tendencies. The covid-19 pandemic was a dim time for the total tourism market. In accordance to the Entire world Journey & Tourism Council’s yearly Economic Influence Report, the vacation and tourism field missing just about $ 4.9 trillion in GDP (50.4 for every cent decrease) and 62 million careers (18.6 per cent decrease) in 2020 on your own . For context, in 2021, the GDP of Germany rated 4th in the globe and was $ 4.22 trillion. This displays the magnitude of the impact the pandemic had on the sector. When early signals show that the field is heading towards a powerful submit-pandemic recovery, shifts in purchaser behaviours and tastes have led to emerging sub-sectors in just tourism that will shortly outperform classic sorts of vacation. Tony Capuano, CEO of Marriott International, said that “The way we stay, and perform has adjusted because of the pandemic and the way we journey has altered as well”. Though sustainable and experiential tourism has been gaining popularity beforehand, the pandemic was a catalyst for expansion in these sub-sectors.

Sustainable Tourism

The United Nations Atmosphere System and United Nations World Tourism Group outline Sustainable Tourism as, “tourism that normally takes whole account of its recent and future financial, social, and environmental impacts, addressing the requirements of visitors, the market, the surroundings, and host communities” . For that reason, by definition, the a few pillars of sustainable tourism are:

  • Environmental: Best use of sources, preservation of ecological procedures, conservation of biodiversity and purely natural heritage
  • Financial: Good distribution of added benefits from economic exercise, secure employment, contribution to poverty aid
  • Cultural: Intercultural knowing, tolerance, conservation of cultural worth and historic internet sites

Expanding recognition of the world-wide local weather disaster has led to a massive number of travellers searching for eco-helpful and accountable getaway selections. In accordance to a report launched by, a person of the world’s most significant journey marketplaces, “83 per cent of global travellers feel sustainable travel is important and 61 for each cent say the pandemic has manufactured them want to journey more sustainably in the future” . This reveals that the pandemic was the tipping issue for lots of travellers and that there is now a solid buyer preference for sustainability all over the business. In accordance to a report revealed by Long term Market Insights (FMI), the sustainable tourism market place sizing is forecasted to surpass $ 1 Tn in 2022 and will grow to $ 8.4 Tn by 2032.

The Government of India has currently taken notice of the powerful force towards sustainable journey. In April 2022, the Ministry of Tourism introduced the Nationwide Strategy for Sustainable Tourism outlining the vision, mission, and strategic pillars for the development of sustainable tourism in the region. In November 2022, the Ministry of Tourism organised the first regional workshop to create sustainable and responsible vacationer places and market sustainable tourism in Khajuraho, Madhya Pradesh . Additionaly, the Ministry of Tourism’s flagship programme, Swadesh Darshan 2. aims to improve vacationer places by creating tourism infrastructure in the region led by sustainable ideals.

Major tourism firms have also taken steps to be certain they provide sustainable journey solutions to opportunity buyers. For illustration, Marriott Global, the world’s largest lodge business, has laid out its 2025 sustainability and social effect objectives with the aim to lessen environmental footprint and obtain regarded sustainability certifications in 100 for every cent of their hotels. One more great instance is Airbnb’s resource centre which offers guidelines and guidance to hosts that are seeking to run far more sustainably. Airbnb has also committed to a intention of working as a internet zero corporation for all company functions by the 12 months 2030.

Experiential Tourism

Experiential Tourism delivers travellers energetic and meaningful engagements with a destination’s society, people today, and/or ecosystem to create distinctive and memorable encounters. Hence, experiential tourism is an umbrella expression that would cover journey, cultural, culinary, and luxurious tourism. Post the pandemic, travellers have established distinctive anticipations of the excursions and destinations they consider. In accordance to a poll performed by vacation website Expedia, travellers are now setting up to go large with a new “no regrets” type of travel by eyeing the very best vacation ordeals. The poll also exposed that travellers are a lot more inclined to invest more to immerse them selves in wholly new locations, cultures, ordeals and are most energized about undertaking things they would ordinarily never ever do. The surge in experiential tourism delivers businesses and governments the opportunity to draw in superior price very low targeted visitors.

Equivalent to the National Strategy for Sustainable Tourism, the Ministry of Tourism has also released the Nationwide Method for Journey Tourism . Whilst journey tourism is a subset of experiential tourism as a total, the Ministry of Tourism has identified it as an significant aim location for Indian Tourism. The purpose is to posture India as a most well-liked desired destination for adventure tourism globally. The Ministry of Tourism also extends needed aid to Condition Tourism Departments in the preparing of the State Method for Journey Tourism. This showcases the commitment that the governing administration has to increasing the array of tourism offerings in India.

Major tour operators and on the web vacation booking platforms have been rapid to supply unique activities to travellers to entice the superior price clientele. Airbnb, for case in point, released Airbnb Adventures which features “curated journeys for the anxious novice up to the seasoned trekker, for a selection of budgets, passions, and locations”. In the same way, National Geographic features a assortment of solutions to “travel beyond the ordinary” with Countrywide Geographic Expeditions. A lot of on the net platforms are now presenting custom trips to appeal to the modern day traveller. Travelers no longer want to only flock to the exact monuments and museums as ahead of, as a substitute they crave to be released to an totally new realm in their travels.

Heading Ahead

It is clear that the demand for vacation is really resilient. A quick-paced recovery from the pandemic and an maximize in disposable money suggests that the potential of the tourism field does in fact glance vivid. On the other hand, for firms and governments to experience benefits, they will have to adapt to cater to the requires of modern-day holidaymakers that desire trips that are equally distinctive as effectively as sustainable in mother nature. It is also similarly crucial for organizations and governments to situation and boost choices in strategies that catch the attention of modern-working day visitors. 

India finds by itself in a compelling situation amongst these rising trends as its one of a kind spectrum of tourism choices along with its target on sustainability will allow the region to attraction to the modern day-day tourist. Consequently, foremost world enterprises in the tourism marketplace are strongly thinking of these aspects in their business enlargement programs. Not too long ago, the Finance Minister of India, Nirmala Sitharaman highlighted the tourism sector as a single of the emphasis regions in the union price range stating that “tourism advertising will be taken up on a mission method with active participation of states, and through general public-private partnerships (PPPs)”.

To capitalize on the industry’s momentum, the Governing administration of India will be arranging a Worldwide Tourism Investors Summit in Q2 of 2023. The most important goal of the function is to encourage the Indian travel and tourism sector as an ‘Investment Destination’ and to deliver a prevalent system for the Central/Point out Governments and traders to discuss expenditure alternatives in the tourism marketplace of India. The mega function will enjoy a key purpose in the improvement of the sector and can be a turning point for India’s Tourism Tale. We motivate all fascinated events to go to stop by or get in touch with our crew at Spend India for more information.