Taleb Rifai: The impact of technology and the growth of markets like China are the biggest shifts I have seen

The outgoing Secretary General of the United Nations’ World Tourism Organisation (UNWTO), Dr. Taleb Rifai, shares his views with China Report on tourism development and his legacy after seven years at the helm.

China Report: As we approach the end of 2017, what are the highlights of the year for tourism?
Taleb Rifai: We are seeing the seventh consecutive year of sustained growth in the tourism sector since the 1960s. We have reached 1,235 million international arrivals in 2016. This constitutes an increase of four percent over the previous year. We still face many challenges, such as safety and security, the need to adapt to technological changes and sustainability, but our sector continues to grow strongly. In the first eight months of 2017, we witnessed an increase of seven percent in international arrivals. During this period over 90 million tourists traveled to international destinations.

CR: What are the main trends you see in the tourism industry?
TR: I would say that four key factors are shaping our sector. Technology, the changes in consumer behavior and the quest for authentic experiences, the growth in emerging markets such as China, and air connectivity.
Above all, we should never forget that as a sector we should place sustainability at the heart of our development.

Why Tourism Matters
CR: What is the biggest shift you have seen in travel and tourism over the past seven years at the helm of UNWTO?
TR: The impact of technology and the growth of markets like China are the biggest shifts I have seen. Besides these, I have seen a higher responsibility and commitment of the tourism community – governments, private sector, and even the traveler – to sustainability and a greater recognition by national and international decision-makers of tourism as a tool for economic and social development.
Tourism accounts for 10 percent of global GDP, one in 10 jobs in the world and seven percent of the world’s exports.

CR: We are now approaching the end of the International Year of Sustainable Tourism for Development, so how can the individual traveler make a difference?
TR: Some 1.2 billion travelers visited international destinations last year. According to the UNWTO Report ‘Tourism towards 2030,’ this number will reach 1.8 billion by that year. These can be 1.8 billion opportunities for a better future or 1.8 billion disasters if they do not act with responsibility and respect for the environment, for our culture and the communities they visit. Each traveler can make a difference with small actions and that is why this year we launched a campaign called ‘Travel. Enjoy. Respect.’ Because we believe that tourism is about fun but also about being conscious and respectful.

The China factor
CR: How do you see the China effect on global tourism?
TR: China is a leading source market and tourism destination. Besides, China is an example in terms of tourism policy having placed the sector as a pillar of its socio-economic development and as an effective tool to alleviate poverty. The recognition that China has given to tourism is exemplary and can guide other countries.

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