Measuring tourism success: how European National Tourism Organisations are shifting the paradigm

Abstract

Purpose

The paper analyses the dramatic global slowdown of tourism caused by the pandemic and how it has provided an exceptional opportunity for the tourism sector to reassess both its priorities and practices, especially in relation to our planet and society.

Design/methodology/approach

This paper provides an analysis of the European Travel Commission's position regarding the development of a sustainable tourism ecosystem and the definition of new metrics to measure this transition, thus allowing European National Tourism Organisations (NTOs) to share knowledge and learn from each other.

Findings

NTOs across Europe are at different stages in their journey towards a sustainable tourism development model. Some destinations are still focussing on attracting more travellers from international markets while others at a more mature stage, are switching their work towards the management of tourism flows. These latter examples support the approach that developing a tourism strategy should start with the needs of the destination, and the local people should be directly and fully involved in the tourism strategy. Initiatives such as this can support tourism decision-making based on data and firm evidence and help to address doubts and common misunderstandings around how residents feel.

Originality/value

This paper highlights how the European Travel Commission, together with its members, are working towards a new world benchmark for responsible, sustainable and innovative tourism in response to exponential growth of demand, the reality of the ecological transition and the emergence of a new digital era.

Citation

Araújo, L. (2022), "Measuring tourism success: how European National Tourism Organisations are shifting the paradigm", Worldwide Hospitality and Tourism Themes, Vol. 14 No. 1, pp. 79-84. https://doi.org/10.1108/WHATT-10-2021-0136