The current nature of tourism models are unsustainable as evidenced by environmental damage, cultural dilution, and economic disparities in destination countries like Greece, Italy, and Spain.
A shift towards sustainable tourism is emerging, driven by local authorities implementing regulations and tourists seeking authentic experiences. Valencia, Spain, exemplifies this shift by using a collaborative ecosystem approach, integrating tourism with local economies and culture, and leveraging technology for sustainable development. This model includes diverse stakeholders like hoteliers, restaurateurs, governments, and digital providers, aligning them towards a common sustainable goal.
They propose four strategies:
unifying various actors around a shared purpose
offering sustainable tourism options
ensuring fairness and trust within the ecosystem
leveraging digital platforms for better service provision and data sharing
This approach aims to transform tourism into a more sustainable, community-integrated, and environmentally conscious industry.
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