Apolitical's 75 Most Innovative Organisations in Tourism Policy 2021

Cabo Verde, under the leadership of former Tourism Minister José da Silva Gonçalves, has developed a strong reputation among its European visitors, with significant tourism infrastructure and incentives in place, including four international airports, domestic airports, ports, and tax benefits with special provisions for investment in the tourism sector. The government is now seeking to diversify the tourism sector and attract more private sector investment by promoting other kinds of attractions, including sea turtle nesting sites, water sports, culture, volcanic exploration, canyoning, and even retirement options for senior citizens.

The Ministry of Tourism, Arts and Culture in Ghana has led the digitisation and automation of revenue collection at various tourist sites, including Cape Coast, Elmina Castles, Wli Waterfalls, and Kwame Nkrumah Memorial Park to boost revenue generation. The Ministry, under the leadership of Minister Hon. Catherine Afeku, has initiated an aggressive marketing drive to project Ghana as a preferred tourism destination through the “See Ghana, Eat Ghana, Wear Ghana” campaign, which is currently running on Cable News Network (CNN) and other social media platforms.

The Ministry of Tourism and Wildlife in Kenya is credited with steering the country’s tourism sector to recovery following the crisis period from various terrorism attacks between 2007 and 2015 and the postelection violence in 2008. Kenya’s national tourism leadership also impacts the African regional tourism sector. The Ministry, under the leadership of Cabinet Secretary Hon. Najib Balala, works closely with private and institutional investors, conservation, and regional development agencies to ensure that the economic potential of tourism and wildlife sectors are both prudently and sustainably managed.

Morocco's Ministry of Tourism, Air Transport, Handicrafts and Social Economy has placed sustainability at the heart of its tourism development strategy. The strategy has introduced a set of measures - dubbed the 'Moroccan Charter for Sustainable Tourism' - aimed at moving the sector towards an environmentally friendly model, with an emphasis on strengthening sustainability standards and regulation, raising awareness, and offering supervision, support, and a range of projects for stakeholders. The Ministry, under the leadership of Minister Nadiah Fettah Alaoui, is paying special attention to expanding the country’s airports, supporting women in corporate directorships, and moving towards stronger environmental sustainability standards.

The Namibian Association of Community Based Natural Resource Management (CBNRM) Support Organisations (NACSO) runs an innovative, community-based approach to natural resource management in Namibia. Its programming is based on the principle that local people are the best custodians of indigenous natural resources and its sustainable management, resulting in over 45% of Namibia being under some form of conservation management. Khoadi-Hôas was one of the first of four such conservancies to be gazetted in Namibia in 1998 and operates the 100% community-owned Grootberg Lodge and Hoada Campsite in partnership with Journey’s Namibia. These off-grid operations offer low-impact, guided activities, including opportunities to experience the unique, locally-adapted wildlife, engage with local people to learn about their ways of life, and take in the expansive, iconic landscapes for which Namibia is famed. Considering that 80% of land in Africa is home to wildlife, natural resource users, and low-income communities, they cannot be ignored by decision-makers. The Namibian Association, under the leadership of Director Maxi Pia Louis, has forged partnerships between tourism and conservation agencies across the country that have driven significant changes in rural Namibia.

The Ministry of Tourism and Cultural Affairs' main objective is to enhance the development of Sierra Leone’s tourism opportunities and market Sierra Leone worldwide as an attractive tourist destination. It is also tasked with developing and promoting sustainable tourism development and maintaining the operations of all tourist establishments to ensure quality service delivery in compliance with the ECOWAS standards of classification of Tourist Establishments. The Ministry, under the leadership of former Minister Madam Memunatu Pratt, has spearheaded several initiatives which have contributed to solving the perennial challenges of the tourism sector, such as the high cost of travelling to Sierra Leone and the difficulty in accessing the destination. The Ministry has also pioneered the establishment of the Entertainment Foundation to unite and consolidate the gains of the industry and ultimately maximise its benefits.

The South African Department of Tourism's mission is to grow a sustainable tourism economy in South Africa with domestic, regional, and international components that are based on innovation, service excellence, meaningful participation, and partnerships. During the COVID-19 pandemic, the department, under the leadership of former minister Hon. Mmamoloko Kubayi-Ngubane, established a Tour Guides Relief Fund as well as the Tourism Equity Fund (TEF), with the aim of saving the tourism industry, whilst also empowering women and previously disadvantaged groups of people in South Africa. TEF recognises that the capital-intensive nature of the industry is preventing new and existing Black-owned tourism enterprises from meaningfully participating in and contributing towards this sector. By providing access to finance for Black-owned commercially viable tourism projects, the TEF is intended to address one of the major challenges to transformation of the tourism sector.

Up until 1959, Ngorongoro was part of Serengeti National Park before being separated into two different Protected Areas with different conservation statuses. The Ngorongoro Conservation Area Authority was established to manage the multiple-land use area, where wildlife co-exists with the semi-nomadic Maasai, who move from one place to another in search of water and pasture. The organisation, under the leadership of Conservation Commissioner Dr. Freddy Manongi, has pioneered cashless and digital tourism programmes that provide global models for digitisation programmes. Since its establishment, the area has conducted experiments to maintain a balance between pastoralism, conservation, and tourism, and has been inscribed as a property in the list of the Mixed World Heritage Sites for over ten years. In 2018, it was also recognised as Ngorongoro-Lengai UNESCO Global Geopark.

The tourism industry in Lebanon has been one of the main growth engines and sources of revenue for the country. The Lebanon Ministry of Tourism oversees the promotion and execution of all tourism and destination management projects. The Ministry, under the leadership of Nada Sardouk, its first female Director General, has marketed and developed Lebanon's natural and historic sites, richly diverse culture, and specialised medical services, allowing the country to become one of the top destinations in the Middle East.

The Ministry of Heritage & Tourism aims to be a pioneering institution that seeks to preserve the cultural heritage of Oman’s society locally, regionally, and internationally. It also aspires to preserve and develop national wealth as well as promote a sense of pride and belonging among Omani citizens. One of the Ministry’s objectives is to support the feeling of pride towards local artistic works produced from the skill and mastery of practitioners and to promote Oman’s cultural production in all areas of knowledge. The Ministry's Human Capital team, under the leadership of Dr Lubna Al Mazroei, supports this work by managing research, analysis, and assessments that engage stakeholders and cultivate cohesion among government agencies to build countrywide advancement initiatives.

Art of Heritage is a non-profit organisation working to improve the lives of marginalised women in Saudi Arabia. The organisation, under the leadership of General Manager Somaya Badr, is committed to the preservation and conservation of Saudi cultural heritage by training Saudi women in the care and reproduction of precious cultural items. The non-profit specialises in tailored, handmade items and also helped organise a two-year pre-PhD programme on Saudi tribal embroidery and dress patterns in partnership with the School of Oriental and African Studies in London.

The Griffith Institute for Tourism provides innovative solutions to help businesses, destinations, and communities understand and plan for a sustainable tourism future. Housed at Griffith University, the leading tourism university in the world, the Griffith Institute is Australia’s largest tourism research institute with 37 academic members, 10 adjunct members and 29 PhD candidates from tourism and related disciplines, such as technology, economics, architecture, planning and environmental sciences. The institute conducts research on a broad range of topics, and with the contribution of Senior Research Fellow Emma Whittlesea, has recently begun investigation on the innovative use of electric aviation and the integration of climate policy with tourism policy.

The Ministry for Tourism, Culture, the Arts and Heritage at the Government of Western Australia (Tourism WA) runs tourism development programmes such as events, economic development, tourism job creation, and tourism marketing. Tourism is a crucial part of Western Australia's economy—supporting nearly 30,000 tourism businesses, generating 100,900 jobs, and contributing $11 billion AUD in visitor spend in 2019. Tourism WA's role is to grow this sector by promoting Western Australia as an exciting holiday and events destination and, in turn, inspire more tourists to visit the state. This includes marketing the state through innovative campaigns; developing, attracting, and promoting major sporting, arts, cultural, and business events; and working with government and the tourism industry to improve access, accommodation, and tourism experiences for visitors. Following Tourism WA's 2 year Action Plan 2018-19—where increasing the share of leisure and business events markets for Western Australia was a primary objective—tourism has improved significantly, and the state has benefited from record visitor numbers, both internationally and domestically. Tourism WA, with the contribution of Jessica Shaw, Parliamentary Secretary to Hon. David Templeman, supports businesses that provide travel products and other services to visitors and promotes the Western Australian region and its attractions.

The Queensland Government’s Department of Tourism, Innovation and Sport invests in Queensland’s innovation and tourism sectors to drive economic growth and create jobs to help the Australian state recover from the COVID-19 pandemic. The department is leading economic recovery initiatives under the Queensland Government’s Unite and Recover: Queensland Economic Recovery Plan. The department, which developed the recovery plan under the leadership of former Deputy Director-General of Innovation, Dr. Sarah Pearson, advises all levels of Government regarding new policy, strategy, and programmes for Australian innovation.

Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. The organisation is active in 15 key markets and activities include advertising, PR & media programmes, trade shows & industry programmes, consumer promotions, online communications, and consumer research. Tourism Australia, under the leadership of Managing Director Phillipa Harrison, manages a network of international offices spanning 12 countries, airline relationships and distribution channels, and works in partnership with the industry to grow the inbound market for Australian tourism.

The Tourism Council of Bhutan (TCB) is the leading government organisation for tourism in the country. TCB, under the leadership of Director General, Dorji Dhradhul, has promoted Bhutan as one of the most exclusive tourism destinations in the world based on the national tourism policy of "High-value, Low volume". This policy has been achieved by enforcing strict entry requirements and a daily visitor tariff. The tariff includes necessary expenses for visits such as accommodation, a licensed tour guide, meals, and hiking equipment. A large portion of the tariff, however, is used to maintain and develop the country’s infrastructure, as well as contribute towards Bhutan’s free healthcare and education. This visionary policy of "High-value, Low volume" has guided Bhutan’s approach to tourism long before sustainable and responsible tourism concepts were introduced in the global tourism sphere. While tourism has come to a standstill due to the global pandemic, TCB has been leading several initiatives to recover and restart tourism as well as support the livelihoods of people in the industry (e.g. welfare grants, job creation, and commercial farming projects). The agency has also been using the current travel ban to work on improving and renovating several walking trails; developing new tourist infrastructures, tourism products, and services; and providing skills training to members of the tourism sector.

Fiji's Ministry of Commerce, Trade, Tourism and Transport aspires to create sustainable growth of commerce and industry through innovative and sound policies that lead to improved livelihoods for all Fijians. The Ministry, under the leadership of Permanent Secretary Shaheen Ali, has put in place strategies to position Fiji as a vibrant, dynamic, and internationally competitive economy serving the region. Specifically, the Ministry collaborated with Government Ministries, statutory organisations, the private sector, development partners, educational institutions, civil society, and foreign missions to help create a Fijian Tourism 2021 development plan that aims to maximise tourism yield while achieving a sustainable growth rate of visitor arrivals.

Gujarat Tourism provides comprehensive travel assistance and services to the tourists coming to visit Gujarat. Some of its services include accommodation, conducted tours and ground transport with a wide range of choice to meet diverse needs. The effective development in infrastructure undertaken by the agency has helped the state to increase the number of tourists, including the highly successful Tourism Policy 2015-2020, which created a classified hotel system throughout India. The investment cell of Gujarat Tourism, led by Kingshuk Biswas, a tourism expert who also serves on the UN World Tourism Organisation Panel of Experts, has framed various policy initiatives including supporting the development of classified hotels, adoption and infrastructure investment for electric vehicle usage by tourism operators, support for green building or sustainability certification by tourism providers, safety standards for tourism operators, and brand marketing and promotion of India as a tourism destination.

The Ministry of Tourism in India functions as the nodal agency for the development of tourism in the country. It plays a crucial role in coordinating and supplementing the efforts of the State and Union Territory Governments, catalysing private investment, strengthening promotional and marketing efforts, and providing trained manpower resources. The Ministry, under the leadership of Minister of State for Culture and Tourism Prahlad Singh Mulayam Singh Patel, is pioneering the development of tourist friendly destinations and the Uttar Pradesh tribal tourism initiative.

The Ministry of Tourism and Creative Economy aims to make Indonesia a world-class tourism destination by focusing on the environment and capacity of the highly competitive tourism industry in the country. The Ministry, under the leadership of Minister of Tourism and Creative Economy, Mr. Sandiaga Salahuddin Uno, uses data, analytics, and marketing strategy to support the formulation, determination, and implementation of technical policies for the development of resources, institutions, destinations, infrastructure, and marketing in the tourism and creative economy sector.

In line with the Macao Special Administrative Region (Macao SAR) Government’s strategy of positioning and developing Macao as a World Centre of Tourism and Leisure, the Macao Government Tourism Office (MGTO) implements, analyses, and assists in formulating tourism policies. MGTO promotes Macao’s reputation as a quality destination and provides tourists, the tourism industry, and citizens with convenient, quick, and efficient quality services. The agency, under the leadership of Secretary for Social Affairs and Culture Ao Ieong U, has committed to building Macao as a Quality Tourist Destination.

The Government of Samoa's sustainable tourism efforts account for 20% of national GDP per annum. The country's tourism goals, under Prime Minister Tuila'epa Lupesoliai Neioti Aiono Sai'lele Malielegaoi, include providing an enabling environment to support growth and investment in tourism-related businesses, increasing destination competitiveness through infrastructure to improve accessibility and connectivity, and offering education and training to support industry and community needs.

The Singapore Tourism Board's mission is to shape a dynamic tourism landscape for Singapore in partnership with industry and community. During the height of the COVID-19 pandemic, STB, under the leadership of Chief Executive Keith Tan, sought to invigorate the local market with tailored propositions and safety protocols to Singaporeans for staycations, attraction visits, and local tours, while strengthening industry partnerships and adopting innovations to position Singapore as destination of choice for international travelers upon travel resumption. Looking ahead, the STB recognises that the environment in which Singapore operates is an ever-evolving one, and now envisions the type and nature of tourism development it wishes to pursue as “Quality Tourism”. This model of development comprises three key dimensions of success: tourism continuing to be an important economic driver for Singapore, tourism development resulting in productive and innovative industries and firms that create good jobs for Singaporeans, and continuing efforts to nurture public engagement and participation as part of tourism development.

Sri Lanka Tourism Development Authority (SLTDA) is the official government institution tasked with regularising the tourism industry in the country, while establishing, positioning, and developing Sri Lanka as a leading destination for international visitors. SLTDA is responsible for tapping into Sri Lanka's natural potential to expand and enhance its tourism offering while benefiting investors and supporting communities in a sustainable manner. Recently, SLTDA and UNDP signed an agreement to establish a National Sustainable Tourism Certification Scheme (NSTCS) for Sri Lanka Tourism, under which the UNDP is providing technical and financial assistance to the SLTDA to design and implement a pilot project for sustainable tourism certification. STLDA, under the leadership of Director General Dhammika Wijayasinghe, has been instrumental in Sri Lanka becoming the first country to protect all of its mangrove forests and has partnered with EU to support SMEs in tourism industries in COVID-19 recovery.

The collective vision for the Greater Mekong Subregion tourism is aligned with the overarching GMS Strategic Framework 2012–2022 and its vision of an integrated, prosperous, and equitable subregion. The Mekong Tourism Coordinating Office has adopted ambitious targets relating to global trends in tourism, such as sustainability, urbanisation, and the sharing economy. Ensuring these objectives are in line with the Paris Agreement and the 17 United Nations Sustainable Development Goals. Its vision, under the leadership of its former Executive Director, Jens Thraenhart, also embraces resilience, partnerships, and knowledge management. The Mekong Tourism Coordinating Office aims for tourism in the Greater Mekong Subregion that is integrated, prosperous, equitable, and resilient, with effective partnerships and knowledge management.

Vietnam has enshrined sustainability in tourism law, as a core part of the country’s socio-economic development. Vietnam National Administration of Tourism, under the leadership of Chair Nguyen Trung Khanh, is tasked with the implementation of these policies together with local authorities and a cooperative tourism sector. The department is also focusing on providing information to travellers about which tourism enterprises act responsibly, and are following key principles for sustainable operations. Some of these key principles include energy and water efficiency, waste management, environmental protection, and fair labour conditions.

The European Travel Commission is a unique association in the travel sector, representing the National Tourism Organisations of the countries of Europe. Its mission is to strengthen the sustainable development of Europe as a tourist destination. The ETC, under the leadership of Executive Director and CEO Eduardo Santander, has focused on building the value of tourism for the countries of Europe through cooperation in sharing best practices, market intelligence, and promotion. ETC has extended its membership to private organisations and academia with the launch of the “Associate Membership Programme” and developed a long-term strategic partnership with the European Commission for the promotion of “Destination Europe” in long-haul markets.

VisitFlanders' programme "Travel to Tomorrow" is at the vanguard of global strategic innovation in tourism. The Travel to Tomorrow initiative has been imagining a new way of doing tourism that doesn’t rely on endless growth in numbers. Influenced by ideas such as the concept of flourishing destinations and the Holiday Participation Centre’s place-based network of story-inspired collaboration and service, VisitFlanders has been on a quest to reimagine the tourism industry. The agency, under the leadership of CEO Peter De Wilde, has been championing sustainability in tourism on a local, regional and global level.

HrTurizam is the most read business-to-business tourist portal in Croatia. HrTurizam monitors the Croatian tourism sector on a daily basis and actively works on connecting the public and private sectors with the aim of market development, synergy, and positive change. Over 5 years, under the leadership of editor and owner Goran Rihelj, HrTurizam has published over 8,000 professional articles on Croatian tourism. Since 2020, they have been a useful portal for tourism workers, providing all relevant data and news related to COVID-19 and tourism. HrTurizam is also the instigator of various tourism initiatives, such as the “The days of Croatian tourism” and the new tourism stories site.

The Institute for Tourism is the only scientific public institute in Croatia specialising in research and consultancy services in tourism. Its expertise is founded upon scientific work, permanent research activities, and the continuous education of its multidisciplinary team. The Institute for Tourism works together with tourism industry players with whom it shares a common goal, which is to achieve a higher level of competitiveness for Croatian tourism. The Institute carries out work that supports sustainable tourism development and management, including research planning, library publishing, and administration of the Scientific Council Management Board. Specialists, such as Research Associate Izidora Marković, serve as subject matter experts for a wide range of topics, including the impacts of tourism on protected areas, development of indicators, and the Croatian Sustainable Tourism Observatory (CROSTO).

The OECD's Tourism Unit supports the Tourism Committee and the Working Party on Tourism Statistics and Global Forum on Tourism Statistics, Knowledge and Policies. The Tourism unit, under the leadership of Head Jane Stacey, helps Members and Partners to optimise the economic, social, and environmental benefits of tourism through medium- and long-term strategic planning and development, as well as by developing integrated approaches to address major challenges facing the sector and promote competitiveness, sustainability, and wellbeing. The Tourism Committee’s work on policy responses seeks to mitigate the impact and support the recovery of the tourism sector following the COVID-19 pandemic, as well as to provide in-depth, evidence-based analysis to enhance resilience and support the transition to a green tourism economy, both of which are leading initiatives in the global tourism sector.

The Office of Tourism and Congress of the City of Paris's mission is to welcome and inform visitors, promote the assets of the capital in France and abroad, and support Parisian tourism professionals. As a platform for meetings, exchanges, and partnerships for Parisian tourism professionals, the Office brings together over 1,700 professional members. It promotes their offers and involves them in the thematic operations that it runs with its institutional and private partners. It observes developments in the tourism sector and relays this strategic information to all tourism stakeholders. The Office, under the leadership of Director Corinne Ménégaux, has played a pivotal role in piloting digital tech geolocation experiences, spearheading safety commitment branding programmes, and maintaining industry and trade groups to encourage public-private tourism partnerships.

The Federal Ministry for the Environment, Nature Conservation and Nuclear Safety, under the leadership of Federal Minister Svenja Schulze, supports environmental conservation, tourism destination management, and climate change planning for businesses and residents in Germany. The agency has pioneered sustainable tourism implementation across the country, particularly for digitisation programmes, equitable distribution of the benefits of natural resources and protected areas, and support for tourism operators working to create and manage sustainable travel economies.

Travel for All was founded on the belief that everyone with the desire to travel should be able to experience the beauty of the world in which we live. Travel for All, managed throughout Germany and under the leadership of Director Rolf Schrader, promotes the development and marketing of accessible offers through various measures. This includes the creation of a nation-wide labeling and certification system for barrier-free tourism that is offered in collaboration with tourism marketing organisations and organisations representing the interest of people with disabilities. It also includes the design and programming of a database for online marketing purposes by tourism organisations and nation-wide tourism service providers.

The main mission of the Greece Ministry of Tourism is the formulation of tourism policy and the executive planning of the tourist development of the country in the framework of the government policy. The Ministry, under the leadership of the Deputy Minister for Tourism Education and Special Forms of Tourism Sofia Zacharaki, implements the preparation of short- and long-term programmes to enhance the competitiveness of the tourism product, support investment, promote tourism education and training, and facilitate coordinated communication to promote the image of Greece abroad. Greece produced Destination Greece: Health First, a comprehensive tourism guide, to support tourism businesses during the restrictions of COVID-19.

Visit Greenland is the national tourist board of Greenland, promoting the island as an adventure hotspot through destination development, regional and national branding, innovation, and marketing. The agency creates responsible growth with its partners through shared knowledge and focused ideation and is one of the leading climate tourism agencies in the world. The agency is a member of the Nordic Tourism Working Group, represented by Destination Development Senior Manager Idrissia Thestrup. This working group helps the agency focus on its primary goals of sustainable development, nature conservation, and the protection of indigenous and traditional livelihoods.

The Hungarian National Tourist Office is the national marketing organisation of tourism in Hungary and has begun innovative plans for industry recovery under the leadership of Eszter Alföldi, Director of International Tourism Relations. The Office's main objective is to promote the country's tourism attractions and services and thereby contribute to the development of domestic and international tourism.

In recent years, tourism has become one of the main pillars of Iceland's economy. Its Department of Tourism, sitting within the Ministry of Industries and Innovation, is responsible for developing and executing an official tourism policy, proposing legislation in the field of tourism, and coordinating the work of various governmental bodies regarding tourism issues. The Department, with the contribution of Tourism Specialist and OECD Tourism Committee member Maria Reynisdóttir, also focuses on managing carrying capacity, sustainably managing destinations, and building and supporting infrastructure to help continue to grow Iceland as a global destination.

The Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media's mission is to support the tourism industry in increasing revenue and employment through enhancing competitiveness, marketing, and product development. The Department, under the leadership of Minister Catherine Martin TD and the Tourism Recovery Taskforce, has implemented a Tourism Recovery Plan to help tourism businesses to survive, stabilise, and recover from the COVID-19 pandemic.

As the National Tourism Development Authority, Fáilte Ireland’s role is to support the long-term sustainable growth in the economic, social, cultural, and environmental contribution of tourism to Ireland. Fáilte Ireland works in partnership with government, state agencies, local authorities, representative groups, and industry to develop tourism across Ireland by creating destination development plans and networks, and by investing in infrastructure, activities, visitor attractions, and festivals. They also provide consumer and buyer insights, mentoring, business support, training programmes, and buyer platforms to help tourism businesses innovate and grow. The National Tourism Development Authority, under the leadership of Director of Sector Development Jenny De Saulles, and in partnership with the Tourism, Culture, Arts, Sport, Gaeltach and Media Department, is carrying out the “Strategic Tourism Business Continuity Scheme”, which includes providing financial support to visitor attractions, activity operators, and tourism accommodation providers.

NEST - Tourism Innovation Center is a non-profit, public-private partnership formed by Turismo de Portugal, ANA Airports, Brisa Via Verde, Google, Microsoft, Millennium BCP, NOS, and BPI. Its mission is to promote innovation and technology adoption in the sector’s value chain, supporting the development of new business ideas, and the empowerment of SMEs in the field of innovation and the digital economy. Its strategy for achieving these aims, under the leadership of Chief Executive Officer Roberto Antunes, is to host events, such as webinars and competitions, as well as to support pilot schemes for start-ups within the tourism sector.

Turismo de Portugal is an internationally recognised organisation, which has facilitated the establishment of tourism as one of the main growth engines of the Portuguese economy. Turismo de Portugal, under the leadership of President Luis Araújo, has outlined an ambitious sustainability agenda for tourism over the next 2 years. The Sustainable + Tourism Plan 2020-2023—the result of a consultation with various key stakeholders—aims to promote the energy transition and the circular economy agenda of tourism companies, strengthen the role of tourism in the 17 United Nations Sustainable Development Goals, and encourage a change in attitude across the value chain.

The Government of Scotland aims to make Scotland the "first-choice destination for a high quality, value for money and memorable customer experience delivered by skilled and passionate people". The Government, under the leadership of Fiona Jane Hyslop, Cabinet Secretary for Economy, Fair Work and Culture, has launched a programme to commit tourism tax revenue to the protection of the cultural and natural heritage of the Scottish Highlands. Other innovative programmes include developing an industry-led tourism strategy—Tourism Scotland 2020—and delivering national events, festivals, themed years, and winter festivals.

The main objective of Ljubljana Tourism is to build Ljubljana’s identity and present the city as an attractive tourist destination. The government board has developed a range of highly structured tourist services which are not only attractive for visitors but also have a positive impact on the quality of life of local residents. Its activities include product management as well as business travel, marketing, public relations, and the production of promotional materials. Ljubljana Tourism, under the leadership of Managing Director Petra Stušek, has won several prestigious awards, including the Digital Tourism Think Tank Award and the Emerging Europe Tourism Campaign of the Year Award.

The Slovenian Tourist Board (STB) is a national tourist board that plans and carries out the marketing of Slovenia’s comprehensive tourist products and services and ensures the sustainable development of Slovenian tourism. STB, under the leadership of Director Maja Pak, has seen Slovenia transformed into the world's first green destination and is a leader in sustainability in tourism. Its vision in this process is clear and has gained unanimous support among each stakeholder in Slovenian tourism, which is that Slovenia should be a green boutique destination for 5-star experiences. The thinking behind this vision is that international clients organising meetings are constantly seeking new countries and destinations that offer boutique services and experiences with an increasing emphasis on sustainability. Its commitment to the sustainable development of Slovenian tourism is demonstrated by numerous international awards, such as Best of Europe at the 2020 Sustainable Top 100 Destination Awards.

The International Union for Conservation of Nature is a membership union composed of both government and civil society organisations. It harnesses the experience, resources, and reach of its more than 1,400 Member organisations as well as the input of more than 18,000 experts. Its mission is to influence, encourage, and assist societies to conserve the integrity and diversity of nature and ensure that any use of natural resources is equitable and ecologically sustainable. The Union, with the contribution of experts like Ecosystem Resilience and Spatial Planning Manager Carla Danelutti, is improving destination management and supporting conservation and local communities by creating opportunities for market-driven ecotourism in Mediterranean Protected Areas.

The Government of Spain, through the Ministry of Industry, Trade, and Tourism, is developing the strategy of sustainable tourism of Spain 2030. The strategy is a national agenda of tourism for the challenges of the sector in the medium- and long-term, pushing the three pillars of sustainability: socio-economic, environmental, and territorial. The goal of the new strategy, under the leadership of Secretary of State for Tourism Fernando Valdés Verelst, is to lay the foundations for the transformation of tourism to a model of sustained growth, allowing Spain to maintain its position as a world leader in tourism. The new model will be supported by improving the competitiveness and profitability of the industry and the equitable distribution of the benefits and burdens of tourism.

Barcelona City Council's Tourism Department has become renowned for smart destination management and development. With the introduction of the 2020 Strategic Tourism Plan, its mission is to change from managing tourism in the city to managing the tourist city, thereby making it compatible with the other needs of a multiple, complex, and heterogeneous city such as Barcelona. The department, under the guidance of Xavier Suñol Ferrer, Head of Strategic Projects, has developed a plan centred on the idea that the tourism sector must move beyond using tourist numbers as the sole measure of success and instead adopt sustainability and responsibility policies moving forward.

The World Tourism Organization (UNWTO) is the United Nations agency responsible for the promotion of responsible, sustainable, and universally accessible tourism. UNWTO’s leadership vision acknowledges the most pressing challenges facing tourism and identifies the sector’s ability to overcome them and to drive wider positive change, including the opportunities responsible tourism offers for the advancement of the 17 Sustainable Development Goals (SDGs). The UNWTO members, under the leadership of the Secretary General, Zurab Pololikashvili, have endorsed the positioning of tourism as a policy priority and the organisation's role in knowledge creation. In addition, the organisation, under the leadership of Director of Innovation, Education and Investments, Natalia Bayona, has introduced entrepreneurship and education as key factors for tourism and development in all regions. This work has positioned UNWTO as an innovation benchmark within the wider United Nations system, as recognised in the UN 2020 Mapping of Innovation, Data and Digital Capacities.

Since 2016, sustainability has been an important part of Visit Valencia's strategic plans. The organisation recognises the balance between the 2030 agenda, which includes tourism as one of the six priority sectors of activity for a circular Spain, and the climate emergency which requires changes in the tourism strategy of any destination due to the impacts it entails. Using COVID-19 as an opportunity to reflect, Visit Valencia has worked with its tourism operator networks and regional businesses to gather insights into the unintended externalities of tourism and the need to consider destinations as a whole. The organisation has completed a diagnosis and calculated the carbon footprint it generates in order to become an emissions-neutral destination by 2025. Visit Valencia has also designed a sustainability strategy based on a control chart with 151 indicators which unify those of the European Commission, the UNE standard, the Generalitat Valenciana, the Global Sustainable Tourism Council, and the Objectives of Sustainable Development of the United Nations. The development of this new framework, under the guidance of Jaume Mata, the Head of Sustainable Tourism, will enhance Valencia's capacity to be more inclusive and integrated, more ethical and collaborative, more hospitable and fair, and more responsible.

The Valposchiavo Tourist Centre is based in Poschiavo, Switzerland. The centre, under the leadership of Director Kaspar Howald, allows visitors to plan experiences and accomodation with ease. Recently, the centre introduced the “100% Valposchiavo campaign”, which aims to bring together local farmers, tourism agencies, and accommodation providers to support local agricultural products and build a stronger community economy.

The United Kingdom Department for Transport, under the leadership of Secretary of State Rt Hon. Grant Shapps, supports a number of initiatives to improve public transport and traffic management in destinations that support tourism economies. One such project, the Go Lakes Travel programme, is a £6.9 million initiative, funded by the Department of Transport, and being delivered in partnership by Cumbria County Council, the Lake District National Park Authority, and Cumbria Tourism. This project changed the way visitors travel to and around the Central and Southern Lake Districts, encouraging sustainable modes of travel, and being a leading example to other tourism communities interested in developing continuous, well-managed, safe, and accessible modes of transport that benefit both local communities and tourism economies.

The Department for Digital, Culture, Media and Sport (DCMS) is developing the UK government’s Tourism Recovery Plan after the impacts of COVID-19 on the industry. DCMS, with the contribution of Senior Policy Advisor for International Tourism Tim Jenkins, is focusing on global tourism competitiveness, COVID-19 recovery, and providing international assistance for tourism agencies.

The Travel Foundation is a leading NGO in the travel and tourism sector that works in partnership with businesses, governments and destinations to better understand the impacts of tourism and maximise its benefits for local people and the environment. The Foundation, under the leadership of CEO Jeremy Sampson, has also been instrumental in spearheading the launch of the Future of Tourism Coalition focusing on supporting tourism communities.

The Tourism Alliance seeks to establish and maintain a favourable operating environment for all businesses involved in the delivery of tourism, particularly in England. The Alliance provides a forum for discussion as well as lobbying on issues of competitiveness, quality, and best practice. The purpose of the Tourism Alliance is to identify and develop policies and strategies to raise standards and promote quality within the industry, and work with and lobby with government on all key issues relevant to the growth and development of tourism and its contribution to the economy. The Alliance, under the leadership of Director Kurt Janson, currently comprises over 65 industry associations that represent almost 200,000 UK businesses and serves as their representative on several government advisory boards, including the Tourism Industry Council.

VisitBritain, the UK's national tourism agency, a non-departmental public body funded by the Department for Digital, Culture, Media & Sport, has the mission of making tourism one of the most successful and productive sectors for the UK economy. With the tourism sector being one of the hardest hit sectors by COVID-19 in the UK, VisitBritain's role is to drive immediate tourism recovery from the COVID-19 pandemic by building back visitor spend as quickly as possible and supporting the industry. VisitBritain, under the leadership of CEO Sally Balcombe, has set two immediate priorities for 2021/22: to bid and win events for England and for Britain, including particularly hard-hit sectors such as business and large events, and to advise on tourism by providing expert advice to both businesses and governments. These two priorities sit within VisitBritain's bold 5 year strategy to attract 49 million visits by 2025 spending £35 billion, which comes at a time of critical importance, when an ever-evolving market, changing visitor demands, a complex political agenda, and increased global competition are having a significant impact on the sector.

Brazil's Ministry of Tourism has produced one of the most original and successful ecotourism marketing programmes in recent times, particularly for the municipality of Bonito. The Ministry, under the leadership of Minister Gilson Mochado Neto, has continued to develop environmental tourism, as well as support COVID-19 recovery efforts for small and mid-size enterprises, including a domestic tourism programme and economic assistance.

The City of Montreal hosts Space for Life, an interdisciplinary collective of natural museums including the Biodôme, Biosphère, Insectarium, Jardin botanique, and Planétarium Rio Tinto Alcan. In this space, nature and science are honoured, and a participatory movement involving diverse communities is allowed to flourish. Montreal’s Space for Life and Urban Agriculture department, under the leadership of City Councillor and Executive Committee Member Laurence Lavigne Lalonde, is committed to orchestrating transformative changes to municipal by-laws and practices, including the use of carbon neutral planning in sustainable tourism city initiatives to make Montréal greener, more innovative, and more resilient.

Destination Canada's mission is to influence supply and build demand for the benefit of locals, communities, and visitors through leading research, building alignment between the public and private sectors, and marketing Canada nationally and abroad. Destination Canada recently implemented and developed Brand Canada, a global tourism marketing campaign, under the leadership of Gloria Loree, Senior Vice-President, Marketing Strategy and CMO. The agency recently launched two new initiatives, including a Youtube campaign showcasing local arts and culture, as well as a MyPostcard initiative to encourage people to reconnect with family and friends back in Canada. Additionally, the agency is a platform for showcasing a collection of unique travel experiences that global tourists can enjoy in Canada.

Destination Vancouver's mission is to deliver responsible growth for the tourism industry and members by focusing on the right customer for the right season, balanced with strong commitment to the sustainable success of Vancouver as a destination. Destination Vancouver, with the contribution of Manager for Sustainable Destination Development Gwendal Castellan, has been committed to building a tourism ecosystem that supports businesses and the people who seek to transform the industry towards supporting social, cultural, environmental, and economically sustainable communities. This work builds on the 2013 Vancouver Tourism Master Plan, which outlines a pathway for the development of tourism in the city and commits to support the city's Greenest City Plan, as well as the 2020 Climate Emergency Action Plan.

A core component of the Government of Yukon's vision is for tourism to be a vibrant, sustainable component of the Yukon economy and society for the benefit of future generations. The Government of Yukon, under the leadership of former Minister of Tourism and Culture Jeanie McLean, formed a Steering Committee to provide strategic advice on the development of a multi-year, goal-oriented tourism development strategy, culminating in a 10 year Tourism Development Strategy. The plan places four pillars of success at the heart of its strategy: creating the foundation for generational change, outstanding visitor experiences, vibrant First Nations history and culture, and sharing the Yukon's story.

Ontario's Ministry of Tourism, Culture and Sport works closely with the tourism sector to help stimulate economic growth and investment, while also creating an environment that allows Ontario to compete successfully in the rapidly changing world of travel and leisure. The Ministry, under the leadership of Director Sarah Elliott, has pioneered several resource-based tourism initiatives; the purpose of which is to promote and encourage the development of the Ontario resource-based tourism industry in both an ecologically and economically sustainable manner. Resource-based tourism is tourism based on using and enjoying the natural environment and resources on Crown lands and waters, including tourist activities such as hunting, fishing, visiting provincial parks and conservation reserves, camping, canoeing, hiking, snowmobiling, viewing wildlife and plants, and other similar outdoor activities.

Servicio Nacional de Turismo (Sernatur) is responsible for promoting and disseminating the development of tourism in Chile. The agency's mission is to promote national tourist destinations and attractions within and outside the country and, through government policies and programmes, to contribute to the economic, social, and cultural development of Chile. In January 2021, Sernatur, under the leadership of Director Andrea Wolleter, announced that it would be offering an e-learning training programme free of charge for 90,000 North American travel agents and tour operators. This innovative approach is designed with the intention of building expertise amongst a vast number of professionals, who will be shown the contrasts of Chile’s landscapes and how visitors can immerse themselves in a variety of experiences.

ProColombia focuses its work on the promotion of exports of non-mining energy goods and services in markets with potential, expansion of Colombian companies, attraction of foreign direct investment to Colombia, and positioning of the country as a tourist destination for vacations and meetings. The organisation, under the leadership of Gilberto Salcedo Ribero, the Vice President of Tourism, works with the Ministry of Commerce, Industry and Tourism to consolidate the country as a responsible, sustainable, and high-quality destination with enriching and unique experiences to offer. The agency has led both internal and external sustainability programming for tourism agencies in Colombia for more than 10 years.

The Bahamas Ministry of Tourism and Aviation, under the leadership of Minister Dionisio D'Aguilar, has initiated sustainable and climate resilient tourism certificates. These certificates are an adaptable tool that can positively complement environmental regulation and increase the attractiveness of destinations to a discerning public. In the Bahamas, these certificates are an important element in “building back better” a post-COVID-19 tourism sector.

Costa Rica has long been a global model for sustainable tourism, including through renewable energy models, habitat protections, and other sustainable tourism programmes. The Ministry of Tourism has begun recovery efforts for the country's tourism sector, devastated during the COVID-19 pandemic. The Ministry, under the leadership of Gustavo Segura Sancho, Minister of Tourism, aims to achieve a gradual and safe reopening of international flights, to generate short-term useful tools to alleviate the financial problems of the companies in the sector, and to promote economic recovery measures while taking into account the importance of health management.

The Ministry of Tourism, Industry and Commerce in Guyana strives to create a business environment that fosters innovation, competitiveness, growth, and diverse employment opportunities by improving the ease of doing business, attracting sustainable investment, promoting value added exports, and enhancing workforce skills through policy-making, advocacy, and cooperation with the private sector. The Ministry, under the support of Deputy Permanent Secretary Kim Stephens, has implemented Vision 2025, a whole-of-country approach to ecotourism development, and has led ecotourism efforts to have Guyana recognised as the number one ecotourism destination in the world at the ITB global travel trade fair in Berlin, Germany.

Puerto Rico Tourism Company (PRTC) is a public corporation responsible for stimulating, promoting, and regulating the development of Puerto Rico's tourism industry. PRTC's mission is to create and ease the implementation of public policy in order to make Puerto Rico a desired and unique destination within the world tourism market. As part of its Sustainable Tourism programme, the PRTC has developed a set of guides to establish the bases for the development of ecotourism and sustainable tourism on the island. These include the Agritourism Programme, which helps promote agriculture under a sustainable framework, and the Ecotourism Programme, designed to promote the creation of and ensure quality standards for ecotourism products. PRTC, under the leadership of elected Rep. Ángel Matos García, works to build sports and community development and market Puerto Rico as a tourism destination.

The American Indian Alaska Native Tourism Association (AIANTA) is the only national 501(c)(3) non-profit organisation representing, supporting, and expanding tribal tourism in the United States. AIANTA encourages tribal efforts to perpetuate their unique cultures while diversifying and growing their economies. The Association created NativeAmerica.travel to share the unique experiences available with travelers throughout Indian Country. AIANTA, under the leadership of CEO Sherry L. Rupert (Paiute/Washoe), has spearheaded several initiatives, including the groundbreaking Tribal Agritourism programme and the first-ever virtual American Indian Tourism Conference, which drew a record number of registrants in 2020. AIANTA is the leading voice when it comes to advocating for travel and tourism as a significant economic driver in tribal nations.

The Arizona Office of Tourism's (AOT) mission is to stabilise and strengthen local economies, protect natural and cultural resources, provide a meaningful visitor experience, and enhance the quality of life for Arizona residents through tourism promotion. The AOT, under the leadership of Director Debbie Johnson, has developed a Tourism Strategic Recovery Plan to accelerate the recovery of travel and tourism throughout the state over the next 12-18 months in response to COVID-19. With one of its key priorities to accelerate leisure travel activity statewide, the AOT partnered with Leave No Trace to help inform people about their impacts on outdoor destinations and to promote sustainable destination practices.

Included in the City of Miami Beach's vision is the desire to be a cultural entertainment tourism capital, whilst also ensuring the protection and enhancement of natural resources and ecosystems. In 2021, the City of Miami Beach, under the leadership of Director of Tourism and Culture Lissette García Arrogante, the organisation approved funds for the Miami Beach Emergency Small Business Grant Programme to assist small businesses impacted by the pandemic, such as by delivering relief to struggling mom-and-pop restaurants. The City also sponsors an LGBTQ-friendly travel programme that is a model for other cities in inclusive tourism.

The Global Sustainable Tourism Council (GSTC) establishes and manages global standards for sustainable travel and tourism, known as the GSTC Criteria. The GSTC is an independent and neutral organisation, legally registered in the USA as a 501(c)3 non-profit organisation that represents a diverse and global membership, including national and provincial governments, leading travel companies, hotels, tour operators, NGOs, individuals and communities—all striving to achieve best practices in sustainable tourism. GSTC, under the leadership of board members like Vice-President Dr. Kelly S. Bricker, provides leadership and mentorship for sustainable tourism organisations around the world.

The San Francisco Travel Association's mission is to promote the San Francisco region as a top global destination by leading the way in performance, innovation, and sustainability. The policy team, under the leadership of Senior Vice President of Public Policy and Executive Programmes, Cassandra Costello, creates, directs, and implements public policy decisions and strategic priorities impacting the future of the city as a destination. The organisation works closely with representatives of all levels of government, potential developers, neighborhood and business groups, and various public and private agencies to ensure that the voice of the visitor is at the forefront of policy decisions. The organisation also builds relationships between public and private agencies to support tourism businesses across the city.

The Oregon Tourism Commission, or Travel Oregon, is a semi-independent agency that works to enhance Oregon's economy by developing world-class visitor experiences and providing information that inspires travel and conveys the exceptional quality of Oregon as a destination. Travel Oregon, under the leadership of Executive Director Todd Davidson, has spearheaded several groundbreaking moments for tourism in Oregon, such as the establishment of a statewide transient lodging tax and the development of seven regional destination management organisations, as well as a competitive grant programme. More recently, the Commission has shifted from a Destination Marketing Organisation to a Destination Management Organisation, meaning that although its goal is still to drive travel to the state, it also strives to improve the visitor experience in smart and sustainable ways while enhancing and protecting the state’s assets. It does this through award-winning marketing, helping communities across Oregon reach their full tourism potential, working in international markets, and cultivating partnerships.

The National Park Service, a bureau of the U.S. Department of the Interior, preserves the natural and cultural resources and values of the National Park System for the enjoyment, education, and inspiration of current and future generations. The Park Service cooperates with partners to extend the benefits of natural and cultural resource conservation and outdoor recreation throughout this country and the world. The Tourism Programme of the National Park Service coordinates domestic and international engagement with the travel and tourism sector. The programme also provides NPS staff and partners with data, trends, news, and analysis regarding travel and tourism in order to support collaborative tourism management and planning throughout the agency. The Tourism Programme coordinates with a range of NPS offices that engage with tourism management, including park planning, commercial services, interpretation, and more. Its Technical Preservation Services branch, under the leadership of Brian Goeken, develops national standards and guidelines for preserving, rehabilitating, restoring, and reconstructing historic properties and provides guidelines to federal agencies, states, communities, and non-profits working to preserve and protect historic buildings and cultural installations.