We have trialled a ‘big picture’ approach to measuring and understanding the impact of tourism. In partnership with The Travel Foundation, and using a methodology developed by PricewaterhouseCoopers (PwC), we valued the various economic, fiscal, social and environmental impacts of tourism in Cyprus.
Tourism can be a real force for good, generating the transfer of wealth, promoting cultural understanding and tolerance. But we know that travel and tourism can also have negative consequences. We rely on thriving communities to welcome our customers in the destinations. We need to make sure our holidays benefit local people in form of jobs, educational opportunities and the protection of human rights and protect the environment along the value chain, so that we can maintain the quality, viability and desirability of our products for many years to come.
Stakeholders in destinations have a significant role to play in sustainable tourism management. We work closely with communities, local and national governments, non-governmental organisations and trade associations to support the sustainable management of destinations.
We are involved in projects all around the world that support communities and reduce negative environmental impacts. One of our key areas of focus is the hotel as the largest component of a holiday experience. Our expectation of hotels that work with us is that they will commit to social and environmental good practice, for example through certificates. At the same time, we are directly involved on site and involve the communities of the destinations. Where we can, we focus on those destinations where we send the most customers and where we believe we can make the greatest difference.