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The Strategic Imperative of Recognised Leadership in the Travel and Tourism Industry

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by Oliver Martin, Partner, Twenty31 Consulting (24 August 2016)Recognised Leadership: OliverMartin

The need for leadership in the travel and tourism industry has never been more critical. As a society and industry, we are grappling with large scale global and regional challenges – climate change, over-crowding at tourism sites and the resulting strain on infrastructure and social and economic inequality in many destinations – that require a new type of leadership from truly progressive entities.

Most governments appear unwilling or unable to lead, especially National Tourism Organisations (NTOs) needing to follow agendas dictated by national governments. Civil society, while highly engaged on sustainability issues, typically does not have the scale or infrastructure to deliver the required change. And multilateral associations, including the UNWTO, seem to be beholden to the political whims of national members.

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