Destination 2030 addresses what makes a city ready for sustainable travel and tourism. 63 global cities were measured and categorized into one of five levels of “readiness” while providing attainable solutions to promote sustainable growth in tourism activity in each destination.
Guide
Destination 2030: Global cities’ readiness for sustainable tourism growth
According to the innovative report, the “readiness” levels range on a scale from emerging to established-market tourism hubs with varying levels of infrastructure. It goes on explain the current opportunities and challenges faced by cities and offers recommendations for building and maintaining tourism activity.
Although the five typologies will require different approaches to development, no one typology is better than another, and all will demand proactiveness in strategic planning and implementation at the destination level:
Dawning Developers, such as New Delhi and Riyadh, are cities with emerging tourism infrastructure, slower tourism growth and lower visitor concentration. Such destinations often have a clean slate in planning long term tourism development with many opportunities ahead.
Emerging Performers, such as Dubrovnik and Buenos Aires, are cities that are experiencing growing tourism momentum, enabled by emerging tourism infrastructure, and providing tremendous opportunities for strategic development. However, destinations in this category may experience pressures and challenges such as overcrowding.
Balanced Dynamics, such as Auckland and Vancouver, are cities that have established tourism infrastructure and potential for further travel and tourism growth, across both leisure and business segments, whilst balancing scale and concentration.
Mature Performers, such as Miami, Berlin and Hong Kong, are cities with a strong leisure and/or business travel dynamics and an established tourism infrastructure. As these destinations look to further drive travel and tourism growth, they will need to proactively consider potential pressures as well as opportunities for diversification to avoid strains linked to visitor volumes.
Managing Momentum, such as Amsterdam, London and Las Vegas, are cities with a historical high growth momentum, supported by an established tourism infrastructure. Destinations within this typology are more likely than ‘Mature Performers’ to have already reached the stage of feeling the pressures of balancing scale and concentration as they continue to benefit from travel and tourism.
The readiness categories were determined by analyzing data on 79 indicators within eight pillars. In addition to the six pillars included in the previous report: scale, concentration, leisure, business, urban readiness and policy prioritization, two new pillars were added: environmental readiness and safety and security.
These additions allowed for an improved focus on sustainability, social impact and safety and security in conjunction with the more conventional indicators that continue to drive the sector.
The pandemic has shown the pressing need for a holistic view when addressing destination planning and management. The importance of cities as drivers of success cannot be undervalued, making it a priority to recommit to the future of destinations.