A Brand New Tourism for the time after the war
Dear reader,
With the war continuing and getting worse every day in the Middle East, global tourism not only feels the short-term results of interrupted flights and rising fuel prices. There is also the reality creeping in that this might become a Pandemic 2.0 situation for many destinations.
At the same time, in the country where the Meaningful Tourism Centre HQ is based, optimism is the prevailing mood. Despite the fact that the starting main spring season sees much less European and Middle Eastern visitors than expected, the results of the recent election have started a new wave of activities and planning for the future.
Your humble editor had the pleasure of talking to several start-up companies moving to fill gaps in the tourism ecosystem of Nepal in terms of information and marketing. For Lumbini, the birthplace of Buddha, plans to turn it into the “Davos” of the world for regular top-level Peace and Happiness conferences have been revived.
Nepal’s tourism is lagging behind international development by decades, even though the country enjoys very favourable conditions: Half of mankind lives within five hours' flight, there is – outside of wars – a good connectivity by air. Nepal enjoys abundant nature, culture, and heritage resources, is populated by hospitable English-speaking inhabitants, and provides high levels of safety, affordable prices, and a moderate climate. It already has a positive international image and several unique lighthouse icons, including Buddha's birthplace and the highest mountain in the world.
Despite these great opportunities, Nepal has a laughably low level of arrivals and spending by international visitors, which finds an underdeveloped infrastructure with regard to air- and road-based transport. The touristic offers still concentrate on mountaineering and sightseeing instead of transformational experiences, with a very low level of tourism marketing.
The resources are known, and the solutions are obvious, with many Best Practice Examples available worldwide. The main problem is the lack of an overarching holistic strategy, the lack of a clear vision, as well as the lack of SMART KPIs to measure the success of defined and transparent steps towards development and also a lack of prioritization.
Following the Vision of PATA Pacific-Asia Travel Association, the need for what some are calling “A Brand New Nepal” is to establish A Meaningful Nepali Tourism Economy.
A good tool for the new government would be to establish a Transformative Tourism Taskforce (TTT) in two parts. One would be for domestic tourism, mainly members Nepali experts and working language Nepali. The other part would concentrate on the vital inbound tourism, with a mix of members from inside and outside of Nepal and English as the working language.
This “TTT” could quickly identify the most important necessary changes short-term (easy to implement within weeks or months, low investment), mid-term (implementation within one to two years with limited investment needed), and long-term (implementation within five years, major investment needed), all within a defined framework of a Meaningful Tourism Economy.
For each step, stakeholders and players involved (private/public) would be identified together with the funding needed, funding sources, expected benefit for which stakeholders and enactment including long-term maintenance and quality control.
As always, all best wishes from the Meaningful Tourism Weekly team in Kathmandu and Manila, and from the whole Meaningful Tourism community to all our readers!
Meaningful Tourism in China – Weekly update
The conflict in the Middle East and the disruption of international air routes have added even more importance to the No. 1 global tourism source market: China. The Arabian Travel Mart has been rescheduled from May to August 2026, offering a good opportunity for a flexible reaction by joining two major travel fairs in South and North China: GITF (Guangzhou, May 21-23) and BITLF (Beijing, June 5-7) instead. As a COTRI Recommended Exhibitor, you get all the support needed to turn a last-minute decision into a long-lasting success.
MTC, including its section COTRI, is supporting the two major tourism fairs and conferences taking place in May and June 2026 in China. For both fairs, special COTRI RECOMMENDED EXHIBITOR packages are available for exhibitors using MTC and COTRI to book their booth at no additional cost.
The number of videos providing additional information about the advantages of participation in one or several of the fairs continues to grow. They can be found on the MTC YouTube channel and on Instagram.
Thank you to all our readers who already registered for the COTRI & Ecotourism Kenya webinar providing information about the RECOMMENDED EXHIBITOR program. The webinar will take place on March 26, at 11 am Kenya time, and is open for all interested persons, companies, and organisations. Please see the information for registration here and in the Events section below.
MTC supports the World Peace Forum 2026 in Lumbini/Nepal
What topic can be more important than peace in our days? Tourism cannot exist without peace.
What place can be more appropriate for a World Peace Forum? Lumbini is the birthplace of Buddha, and is located in Nepal, one of the last members left in the group of nonaligned countries.
The World Economic Forum has changed Davos from a sleepy and a bit run-down Swiss ski resort to a household name around the world. Lumbini could become a place of similar importance for Peace and Wellbeing meetings bringing together spiritual, economic, and political leaders with thought leaders in different fields. Buddhism is not a religion, but a philosophy and a guidance to a way of life, which resonates very much with the principles of Meaningful Tourism.
It is therefore an honour that we have started discussions with the organisers to support the WPF in the land where our headquarter is located, bringing, of course, the important topic of tourism as a force for peace to the table.
The 17th World Peace Forum will be hosted by Lumbini World Peace Forum, Nepal, and the Schengen Peace Foundation, Luxembourg.
The Forum will start on the International Peace Day, September 21st, 2026 and will go on until the 23rd of September. Lumbini is located in the south of Nepal near the border with India. It is one of the four main places related to the life of Buddha. The other three places, which saw his enlightenment, his first lecture and his death, are all located not far away on the Indian side of today’s border.
Registration for the event will open soon. Our readers will find more information in the Meaningful Tourism Weekly as it becomes available.
Meaningful Tourism Investment Forum
Join your humble editor at the hybrid Tourism Investment Forum on the 20th of March in Bangkok.
Organised by our partner, the Tourism Institute, the event will feature five men discussing new strategies for investment in the hospitality sector, especially in Southeast Asia. If you happen to be in Bangkok, you can take part in person in the famous Lebua State Tower, otherwise the whole event will be live-streamed around the world.
Your humble editor will not surprisingly speak about the Meaningful Tourism Movement and how hospitality developer can use industrial production of buildings with the help of the Meaningful Tourism Movement partners in China offering prefabricated housing and how to build in a near zero emission and low energy cost way right from the start with the help of the inclusion of technologies of the Meaningful Tourism Movement partner AIROI, earning money from Carbon Credits Trading on top.
Please register with the link below.
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AI and Meaningful Tourism – Book chapter accepted and an online certification course in the making
A group of Certified MTC trainers pooled their research results and practical experiences to create a chapter in a book about tourism and transformation, which will be published by the editors Berta Costa and Susana Rodrigues in the SPRINGER publishing house, one of the most important and respected science publishers.
The chapter in the Handbook of Tourism Transformation: Multidisciplinary Approaches to Integrate Technology and Sustainability describes how AI can become a useful tool for a sustainable future of tourism if used within a framework of Meaningful Tourism Economy, or can further accelerate the speed of self-destruction of the tourism industry. A hammer can help to build a bookshelf, but it can also kill a person. AI similarly is neither good nor evil by itself.
This week, the Meaningful Tourism Centre got the confirmation that the chapter has successfully passed the examination process and will be included after a bit of polishing in the publication, which is due to become available in June 2026. Put it on the list of your summer holiday readings.
At the same time, in June, the first cohort of participants should be able to start an online certificate training course, also talking about AI and Meaningful Tourism. In 30 lectures, students and practitioners will learn the creative destruction brought about by AI and the importance of harnessing it inside a Meaningful Tourism Economy to leverage the positive effects while controlling the possible challenges. The course will be self-administered so that students can learn at their own pace, but will include interactive elements as well. Lecturers will be the Certified MTC trainers as well as external experts and some VIP speakers.
Thanks to AI technology, the course will be available in several languages, with Avatars of the trainers speaking fluently in whatever language is requested, from Finnish to Bahasa Indonesia. Registration will start soon. Meaningful Tourism Weekly readers will enjoy a special discounted participation fee. MTC will also sponsor one free participation per month to a participant from one of the Least Developed countries.
Meaningful Tourism Community: The Meaningful Tourism Transformational Game Workshop Trainer
Dr. Ali Akaak - Certified Trainer for Oman
Dr. Ali Akaak was born in Oman with a PhD in Tourism Management & Development from the University of Exeter, United Kingdom. Master's in Management, Oman. Over 20 years of experience in universities, tourism, and commerce. More than 10 years of experience as a Lecturer. He has published several research papers in Economics, Tourism, and Management. He is currently a Senior Lecturer in Business and Tourism Management at the University of Technology and Applied Science (UTAS) - Salalah, Oman.
Situation of tourism in Oman and the role the Meaningful Tourism paradigm can play to support the development in the country
Oman's tourism sector has transformed into one of the nation's most dynamic and strategic industries, playing a central role in economic diversification under Oman Vision 2040. From modest beginnings in the 1970s under His Majesty Sultan Qaboos bin Said, the sector has evolved significantly. International arrivals have surged from under 500,000 in the 1990s to 4 million in 2023, with 2024 projections reaching 5.3 million—reflecting steady investment in infrastructure, destination branding, and policy reform.
Recognized as a key pillar of Vision 2040, tourism is expected to contribute at least 3.5% to GDP by 2030, creating jobs, supporting SMEs, and promoting sustainability. Under His Majesty Sultan Haitham bin Tarik, the government has prioritized tourism in its national transformation agenda, driving reforms in governance, investment, digitalization, and community empowerment. The Ministry of Heritage and Tourism leads efforts in policy, branding, and sustainability, working closely with OMRAN Group on major projects like Madinat Al Irfan, Yiti Sustainable City, and heritage destinations in Salalah and Musandam. Over US$3 billion in investments are planned over the next five years.
The National Tourism Strategy 2040 aims to attract OMR 20 billion in investments, create 500,000 jobs, and develop 80,000 accommodation units. Oman's model emphasizes inclusivity, with each governorate developing tourism products based on local identity—from eco-tourism in Dhofar to desert experiences in Al Sharqiyah.
Tourism offerings are increasingly diverse, spanning culture, heritage, nature, adventure, wellness, cruises, and business events. Economic impact is rising, with tourism production reaching OMR 2 billion in 2023 and significant support for jobs and local enterprises.
Aligned with the Meaningful Tourism paradigm, Oman promotes authenticity, sustainability, and long-term value for all stakeholders, positioning itself as a global benchmark in responsible tourism development.
MTC Certified Trainers
Please find below an overview of all our Certified Trainers for the Meaningful Tourism Transformational Game Workshop, along with the World Map showing the countries currently covered directly or indirectly.
The network of MTC Certified Trainers is constantly growing. As shown on the map, many countries and regions worldwide are already served by dedicated experts. However, MTC is continuously looking for professionals with experience in training or lecturing and a passion for sustainable tourism to join the network and fill the blanks on the map.
Tourism Investment & Business Forum
March 20, 2026
6:00 PM Thailand time
Hybrid | Lebua State Tower, Bangkok
Information and registration: https://institutetourism.com/business-forum-bangkok/
Exploring the China Tourism Market Webinar
March 26, 2026
11:00 AM EAT
More details of the webinar here:
ecotourismkenya
RSVP here: https://us02web.zoom.us/meeting/register/Q6DJ_29rRbqacuXDIPZslg#/registration
Pakistan Travel Mart (PTM) 2026
April 3–5, 2026: Karachi
April 7–8, 2026: Lahore
Guangzhou International Travel Fair (GITF) 2026
May 21–23, 2026
Beijing International Travel & Lifestyle Fair (BITLF)
June 5–7, 2026
World Peace Forum 2026
September 21-23, 2026
Lumbini, Nepal
About Meaningful Tourism Weekly
Meaningful Tourism Weekly is published every Thursday by Meaningful Tourism Centre (MTC) - London and Kathmandu in collaboration with Travel Asia Now, led by Rhea Vitto Tabora.
Each issue features an Editorial, updates on MTC activities, a Best Practice Example, a profile of an MTC-certified trainer, news about upcoming events, and, occasionally, additional op-ed pieces from guest authors. Carefully selected news items, including videos and podcasts, are also included, with links to their original sources in the Meaningful Tourism News section.
Subscription to Meaningful Tourism Weekly is free, with the addition of a paid content section that includes a library of surveys, exclusive articles, conference presentations, and statistical data, offering subscribers invaluable resources.
Sponsorship opportunities are available for those interested in supporting this initiative.
For more information about MTC's training programs, market research, product adaptation, consulting services, conferences, strategy development, and marketing, visit our website or email us at info@meaningfultourismcentre.org.
