The United Nations World Tourism Barometer shows that international tourism bounced back to 96% of pre-pandemic levels in the first seven months of 2024, driven by strong demand in Europe and the re-opening of markets in Asia and the Pacific. It is one of the world’s fastest growing industries and an important source of foreign exchange and employment. ASEAN countries, such as Thailand, Indonesia, Singapore, Malaysia, Vietnam and the Philippines, have seen a significant rise in tourist visits, with 91 million arrivals in 2023 alone. Foreign tourists arrivals in Japan and China have surged since late 2023, riding on a weaker yen and new visa exemptions by China. Europe has also recovered 99% of its pre-pandemic international arrivals, with international guests contributing 1.4 billion nights in tourist accommodations. European travel to the Asia-Pacific is also rebounding, particularly from the UK, Spain and Italy, with Thailand as a top destination.
There has nonetheless been a backlash against the tourism sector due to significant environmental and social challenges. Iconic destinations such as Bali, Barcelona and Venice are overwhelmed by problems, such as overcrowding and strained infrastructure, which has stirred local resentment. Cities like Tokyo and Kyoto are also grappling with housing crises and cultural erosion due to high visitor numbers. It is crucial to address these concerns and practise responsible tourism. The UN Sustainable Development Goals (SDGs), such as SDG8 and 12 seek to balance economic growth with environmental and social responsibility. EU initiatives such as the Green Deal and Digital Transformation, seek inter alia to promote sustainable tourism. The ASEAN Framework on Sustainable Tourism Development envisions an ASEAN region that is recognised as a quality sustainable tourism destination. Other responsible tourism practices, such as choosing less-visited destinations, travelling during off-peak seasons and supporting local businesses, can also help alleviate pressure and contribute towards the sustainability of popular tourist destinations.
Tourism is an effective means for enhancing people-to-people exchange and facilitating greater mutual understanding between diverse societies. Tourists experience different cultures and customs firsthand, breaking down stereotypes and building interpersonal connections. ASEM supports such exchanges through initiatives such as cultural festivals, educational tourism programmes and heritage site collaborations. One of ASEF’s flagship projects, the Asia-Europe Cultural Festival, is a travelling public arts festival. It celebrates the artistic diversity of the two regions and promotes dialogue and exchange between the Asian and European communities. In 2024, the festival took place in both Singapore and Italy.
Sources:
Karen Yue (6 March 2024), “Europe regains appetite for Asia-Pacific destinations”, TTG Asia
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