We explored how factors like these could lead to very different worlds in 2023, each holding very different futures for the industry. We worked with tourism experts to create four vivid scenarios, and then generate a vision of the sustainable future the industry wants for itself.
Major companies and organisations have now pledged to collaborate to create a commercially sustainable tourism industry by the year 2023 which benefits communities in tourist destinations and protects the environment.
ABTA, Advantage Travel Centres, British Airways, Carnival UK, Sunvil, The Co-operative Travel, The Travel Foundation, Thomas Cook and TUI Travel were the first to sign the Tourism 2023 Vision. The founding partners are inviting other organisations to sign up to this vision and take part in the next phase of work, which will help shape the future of tourism.
The scenarios, vision and a strategy to implement the commitments were launched at the ABTA Travel Convention in Barcelona on October 8th, 2009. More than 100 people with expertise in different facets of the industry - including business leaders, academics, legislators, campaigners and commentators – have been involved in creating them.
Tourism 2023 is coordinated by Forum for the Future and supported by Defra.