Habemus Papam and new steps forward for Meaningful Tourism

Dear reader,

this edition finds your humble editor in Guangzhou in the south of China at the GITF Guangzhou International Travel Fair 2025. The “other half” of the Meaningful Tourism Centre, the COTRI China Outbound Tourism Research Institute, is organising since many years the conference accompanying the fair. This year, there will be a Meaningful Tourism Training and a Meaningful Tourism Forum, both happening on the 16^th of May. We will report about the results of both activities and the GITF 2025 conference in the coming edition of the Meaningful Tourism Weekly.

For everybody supporting sustainable development, the UN SDG Sustainable Development Goals and the ESG Environmental, Social, and Governance framework, good news came along with some white smoke, watched not only by a curious seagull but also by cameras of TV news channels around the world. Leo XIV, the new head of the Catholic church, seems to be a strong defender of the interests of less privileged people and a supporter of the fight against Climate Change. Judging from his biography and family background, his first speeches and sermons and his outspoken opposition towards the current US government as seen in posts on social media, the world has gained an additional, much needed voice in the fight for more meaningfulness. At the age of 69, he is a Spring Chicken compared to his two predecessors, who were almost a decade older when they were elected as pope, so he will likely be sitting on St. Peter’s throne for a period of time which will have to develop a much stronger reaction towards the worsening global economic, social and environmental situation.

For the Meaningful Tourism Centre, the last few days also saw positive developments including new partnerships agreed and especially the doubling of the number of certified trainers for the Meaningful Tourism Transformational Game Workshop following the third Train-the-Trainer workshop on May 12^th. Altogether now 31 trainers, covering more than 81 countries, are ready to provide training workshops and implementation support for the introduction of and for activities using the Meaningful Tourism tools. A list of all the new trainers and the countries they are covering can be found in the MTC news section below. Each of them is an experienced trainers and teachers including university professors and all are working since years in different fields connected to sustainable tourism. MTC is very proud to continuously increasing the network of dedicated experts helping companies, organisations and destinations to survive and thrive in the changing circumstances of new customer demands, climate change and the growing importance of AI applications.  

Each of the new trainers will be presented with a portrait and an interview in the coming editions of Meaningful Tourism Weekly. For the countries not covered yet there will always be a solution available to offer services. However, we are happy to receive applications from potential trainers from such countries at any time.

MTC furthermore added a new member to the research department, who will support the development of the workshops and implementation support projects and the production of publications about Meaningful Tourism.

Please mark the coming Tuesday, May 20^th, in your calendar. The next webinar of MTC will be available online in cooperation with PATA and the Tourism Institute. For details, please refer to the Events section below. 

Finally, a warm welcome to the many new subscribers of this publication. Please feel free to have a look also on previous editions, which will provide additional information about the ideas and practical implementations of Meaningful Tourism.

See you in the webinar on the 20^th !

As always, all the best wishes from Prof. Dr. Wolfgang Georg Arlt and the entire Meaningful Tourism Weekly team!

Editor: Prof. Dr. Wolfgang Georg Arlt

🌍 Meet Our New Trainers

Meet the Trainers for the Meaningful Tourism Transformative Game Workshop:

Max Dubravko Fijacko

Meet Max Dubravko Fijacko, a passionate heritage interpreter from Croatia, dedicated to enriching tourism through meaningful storytelling and cultural experiences.

Certified by Interpret Europe as both an interpreter and trainer, Max has shared his expertise not only across Croatia but also internationally in Austria, Slovenia, Armenia, Albania, Kosovo, and Macedonia.

He holds a sommelier certification and has completed WSET education, strengthening his focus on culinary tourism.

Max is a certified trainer for the EUROPARC Federation and one of the trainers for the Meaningful Tourism Game Workshop.

He runs a private tour agency and serves on several national and European tourism panels.

His innovative E.A.T. program has earned him the national “Simply the Best” award and international recognition.

Meaningful Tourism Weekly asked Max about the situation of tourism in Croatia and the role the Meaningful Tourism paradigm can play to support the development in this country.

His answer:

Tourism in Croatia: A Journey from Coast to Connection

Croatia's 180-year tourism legacy - rooted in hospitality, pristine nature, and cultural pride - is evolving into a model for balanced, value-driven travel. While the Adriatic coast captivates with its beauty, rural areas hold Croatia's heartbeat: family farms preserving heirloom recipes, artisans crafting timeless traditions, and communities thriving in harmony with nature's rhythms. Here, travelers don't just observe - they connect. They knead dough for štrukli in Zagorje, hunt truffles beneath Istria's oak canopies, and share stories over Slavonian hearths, where hospitality is a way of life.

Meaningful Tourism transforms these moments into lasting change. By anchoring journeys in universal values - protecting nature, honoring heritage, and empowering communities - visitors become allies. They leave not just with photos, but with a resolve to safeguard ecosystems, celebrate cultural roots, and champion fairness far beyond Croatia's borders. Initiatives like the Sunflower Award, which highlights rural innovation, prove that sustainability isn't new here but a thread woven into Croatia's story for generations.

The path forward is clear: Croatia's future lies in tourism that nourishes both people and place. By valuing stewardship over shortcuts and human bonds over crowds, every journey strengthens the ties between humanity and heritage. This is how destinations endure - not by chasing trends, but by living their values, ensuring that Croatia's legacy inspires not just admiration, but shared responsibility for a better world.

Trainers Around the World

MTC is happy to invite more persons to become certified trainers and offering Meaningful Tourism Transformational Game Workshops in countries or regions not yet covered. If you have experience as a trainer and interest to support sustainable tourism, please contact us.

WITHLOCALS – CONNECTING PEOPLE AND CULTURES

The Birth of Withlocals: A New Approach to Local Travel Guides

Withlocals, founded in 2013, was created with the mission of connecting travelers with local guides in a more authentic and empowering way. The founder realized that many local guides had limited freedom, following rigid scripts, and were not receiving fair compensation for their hard work. The platform was designed to allow local guides to advertise their own experiences, moving away from traditional tours to foster deeper connections with guests and encourage cultural exchange.

A Global Platform for Personalized, Sustainable Travel Experiences

Over the years, Withlocals has evolved into a global platform that connects hosts and guests in over 100 destinations. Unlike traditional tours, Withlocals offers experiences that are personalized, with hosts being trained and able to create their own itineraries. Guests can select hosts based on their online profiles, allowing them to choose someone they resonate with, contributing to a more authentic and enjoyable experience. Tours range from walking and biking to car tours, with a strong commitment to sustainability, including carbon offsetting for all tours.

Core Principles of Responsible Tourism: Respect, Support, and Sustainability

The platform emphasizes five key pillars of responsible tourism. First, it respects local cultures by offering immersive experiences that focus on authentic interactions and understanding local customs. Second, it avoids overcrowding by offering private tours, often in less touristy areas, which fosters personal connections between hosts and guests. Third, Withlocals supports hosts and local businesses by ensuring fair compensation, flexibility, and opportunities for local businesses to be promoted within the tours.

Environmental Commitment: Minimizing Impact and Achieving Carbon Neutrality

Lastly, Withlocals is committed to environmental sustainability, with a strong focus on minimizing its ecological impact. Most tours are walking-based, and animal rights are respected in outdoor activities. The platform ensures that all emissions from its tours are offset, making Withlocals a fully carbon-neutral platform, committed to protecting both local cultures and the natural environment.

For more information on the latest Meaningful Tourism news, we recommend looking at the following information from our partners and colleagues:

TRAVELLERS

Care factor is on the rise as more Aussies make sustainable travel choices

Picture: Alexandra Tran / Unsplash

More than half of Australian travellers are conscious of travel's impact on the environment and local communities, according to Booking.com's latest Sustainable Travel report.

The research shows 91% of travellers want to make more sustainable travel choices, about three-quarters want the money they spend to go back to the local community, and about the same percentage want to leave places better than when they arrived. Many are travelling off-peak and visiting alternative destinations to avoid overcrowding.

Read the full article on Northern Daily Leader

HOST COMMUNITIES

Tourists to be rewarded for arriving in Copenhagen by train – city’s green initiative returns three times bigger

Photo: Daniel Rasmussen

Copenhagen is bringing back an initiative allowing tourists to the city to ‘pay’ for attractions with sustainable actions — this time returning for twice as long, tripling the experiences on offer, and rewarding visitors arriving in the city via train.

In exchange for clean-up initiatives, tourists can receive free or discounted entry to some of Copenhagen’s best attractions.

Read the full article on The Independent

EMPLOYEES

Spain: Tourism Employment Continues Positive Trend in Early 2025

The tourism sector in Spain started 2025 on a strong note, employing 2.7 million people in the first quarter. This marks a 1.2% increase compared to the same period in 2024, despite Easter falling outside this timeframe.

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Read the full article on Tourexpi: Spain Tourism Employment Continues Positive Trend in Early 2025

COMPANIES

Agoda and Indonesia renew partnership to support Tourism 4.0 vision

Agoda has renewed its partnership with Indonesia‘s Ministry of Tourism as the company continues to promote travel in one of Asia’s most alluring destinations.

The renewed MOU signifies an expanded partnership aimed at boosting both the number of international and domestic visitors as well as using Agoda’s world-class technology to enhance decision-making under Indonesia’s “Tourism 4.0” vision, an initiative aimed at encouraging greater use of digital technologies and innovative approaches within the tourism industry.

Read the full article on Travel Daily News Asia

GOVERNMENTS

Thailand Tourism Forum 2025: New Vision for Sustainable Travel Unveiled in Bangkok to Strengthen Global Tourism

The Thailand Tourism Forum 2025, held in May in Bangkok, marked a significant milestone in the country’s tourism journey. The forum, organized by the Ministry of Tourism and Sports in collaboration with UN Tourism and a diverse coalition of public, private, and international partners, was designed to address global tourism trends and strengthen Thailand’s position in the ever-evolving global tourism landscape.

Read the full article on Travel and Tour World

ENVIRONMENT

Krabi Elevates Sustainable Tourism To New Heights With The Launch Of The Green Guide Fest 2025

Krabi in Thailand is set to lead the way in sustainable tourism with the Green Guide Fest 2025, showcasing eco-friendly travel, conservation efforts, and the richness of local culture.

Read the full article on Travel and Tour World

The 19th UN Tourism Asia-Pacific Executive Training Programme on Tourism Policy and Strategy

The 19th UN Tourism Asia-Pacific Executive Training Programme on Tourism Policy and Strategy organized by UN Tourism will be held in Ulaanbaatar, Mongolia from 19 – 22 May 2025.

Learn more on the official UN Tourism website →

Meaning Tourism Economy - A Vision For a Sustainable Future

A webinar organised by Meaningful Tourism Centre & Institute of Tourism:

Meaningful Tourism Economy – A Vision For A Sustainable Future
20th May 09:00–10:15 GMT

The webinar will introduce the main elements of the Meaningful Tourism paradigm, the reasons for the inclusion into the Vision of PATA, and regional examples from certified trainers of the Meaningful Tourism Transformational Game Workshop from different continents.

Meaningful Tourism Weekly is published every Thursday by the MTC Meaningful Tourism Centre (London and Kathmandu).

Each Meaningful Tourism Weekly includes the Meaningful Tourism Weekly Editorial, news about MTC activities, a Best Practice example, a portrait of a MTC-certified trainer, news about upcoming events and occasionally additional op-ed pieces provided by guest authors.

Furthermore, carefully selected news items including videos and podcasts with a link to the original source are added, sorted according to the six main stakeholders of tourism and hospitality, as defined by the Meaningful Tourism paradigm: Traveller/Guests, Host community, employees in tourism and hospitality service providers, service providing companies, governments and the environment. 

Subscription to Meaningful Tourism Weekly is free, there are no advertisements. Names and other details of the subscribers are not shared with anybody.

Sponsorship options are available. 

If you are interested in the work of the Meaningful Tourism Centre, providing trainings, market research, product adaptation, consulting services, conferences, strategy development and marketing, visit our website www.meaningfultourismcentre.org or contact us using info@meaningfultourismcentre.org.