Tourism is a global force for good. It needs the best leaders at the helm

Tourism is often cited as the world’s largest industry – and for good reason. One in every 11 people worldwide is employed in the sector, which contributes about 9.5% of global GDP. It is one of the few industries that can push a significant number of developing nations to higher levels of prosperity, the World Bank Group argues. It is no wonder that 83% of global south countries cite tourism as their principal export.

And yet of every $100 spent by the average developed-world tourist, only $5 remains in the destination’s economy.

The tourism industry play a significant, if unwilling, role in the proliferation of a $32bn modern slavery trade (pdf) that shackles 27 million people globally. And as tourism numbers grow, so does its direct by-product: environmental degradation. More than 60% of all air travel, responsible for 5% of total global carbon emissions, is tourism related.

The future of the travel industry, like other sectors, lies in companies taking responsibility beyond the single bottom line and embedding the principles of sustainability into their business. Where today the myriad terms associated with sustainability (eco, pro-poor, green, and so on) reflect a fragmented collection of niches, tourism will soon reach a point where these disappear and sustainability becomes the default setting. The need for this imminent transition is all the more pressing given the strength and ubiquity of the industry.

As with any other sector, tourism will march forward through visionary leadership and innovation, and in tune with client demand. Economic growth looks promising, with projections of 4.2% growth a year to 2024, largely fuelled by a millennial generation that travels more, travels longer, and values experiences rather than material goods.

Studies point out that traveller demand for sustainable practices crosses the demographic landscape. In a 2012 TripAdvisor survey, for example, 71% of members said they planned on making more eco-friendly choices in the next 12 months. The millennial generation is more vocal about its demands for authenticity and impact and is enjoying the spotlight as brands and agencies race to gain loyalty. Closing the gap between status quo and potential for the world’s largest industry will rest on the shoulders of a new generation of leaders and innovators. The issue is how to identify who these visionaries are.

The B Team is an inspiring cross-sector of industry captains united in pursuing a triple bottom-line vision (amelioration for people, profit and planet). This group has taken on the challenge of proving that their field can reduce harm and increase positive impact.

The travel industry – that same incredible force that effects almost every human on Earth – does not have a representative on the B Team. The future travel industry will be a global force for positive impact. The question we must address is who will lead us there.

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