Scaling sustainability is critical, but has moved too slowly. Based on our 19 years of developing and operating the Global Sustainable Tourism Council, truly globally in around 100 countries and major brands, we have a good understanding of its obstacles and the key success factors.
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Faire progresser le tourisme durable à grande échelle est devenu essentiel. Pourtant, cette transformation avance encore trop lentement. Après 19 années consacrées au développement et au fonctionnement du Global Sustainable Tourism Council (GSTC), avec une action véritablement mondiale menée dans près de 100 pays et auprès de grandes marques, nous disposons aujourd’hui d’une bonne compréhension des obstacles qui freinent cette évolution, mais aussi des facteurs clés qui peuvent l’accélérer.
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Travel remains a priority for consumers, but the way people travel is changing,” said Miguel Sanz, President of the European Travel Commission. For destinations, this marks a clear shift: competitiveness is no longer built on appeal alone, but on the ability to deliver value, safety, accessibility and more balanced visitor flows across regions and seasons.
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Across the UAE, women are no longer simply participating in the economy. They are investing, planning, managing risk and shaping long-term decisions. For Dubai, one of the world’s most dynamic tourism destinations, this evolution offers a valuable insight into the traveller of tomorrow.
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Presented during VivaTech 2026 in Paris, new research commissioned by Booking.com in partnership with Oxford Economics highlights the economic weight of travel demand across Europe, from accommodation and transport to retail, food services, entertainment and regional economies.
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