The Future is Africa – if there is a future
Dear reader,
Recent days and weeks have provided a stark, if unwanted, reminder of the fact that without peace, there is no tourism possible, even beyond the level that without adaption to the inevitable consequences of a climate change, there is no tourism as we know it in the past possible anymore.
Your humble editor grew up in West-Berlin, a forward post of the “Free World” during the Cold War, living in constant fear that any major conflict between the Soviet Union and the USA would mean death and destruction for Berlin faster than for most other places on the planet. After 1990, the fear of the development of a nuclear war stopped and was only rekindled when Russia started the invasion of Ukraine in 2022. Now with the rockets and superbombs raining down on Persia, it feels really like we are back to the 20th century.
At the same time, it is a bit ironic that we have been worrying so much that climate change will wipe out mankind towards the end of the 21st century, when it seems now that homo sapiens will end much earlier in an old-fashioned 20th century-style nuclear 3rd world war. Carpe diem quam minimum credula postero.
Just a few weeks ago, Heni Ozi Cukier, the famous Brazilian “Prof HOC”, gave a TEDx talk in Lisboa/Portugal about the pattern of development of global wars: He pointed among other things to the fact that three different regional conflicts (Nazi Germany expanding in Europe, Fascist Italy expanding in Africa, Japan expanding in Asia-Pacific) escalated into World War II with the entry of the USA into the war. Sounds unfortunately too familiar! “Economics may explain what can be done, but politics decide what will be done.”
Heni Ozi Cukier: Are we heading towards WW III?
On a more optimistic note, last week the Meaningful Tourism Centre, the Africa Tourism Research Network, and the Institute for Tourism held a very successful webinar about Meaningful Tourism for Africa. You will find details about it in the MTC News section below. Not only could we welcome more than 400 direct viewers on different channels, but we also had a lively discussion and very positive responses from the audience. After the webinar, even three viewers contacted MTC proclaiming their wish to be trained and certified as Meaningful Tourism Transformational Game Workshop trainers for their respective countries.
Africa is the only continent with a median population below 20 years of age. All other continents have a median of more than 30 years. The demographic dividend, which helped China and Southeast Asian countries to develop quickly, can now be harvested by African nations and Africa as a continent, if only the economy and society are organised in a meaningful (small m) way and indeed tourism according to the principles of Meaningful Tourism (capital M).
As the speaker of the webinar agreed: The vision is to Create a Meaningful African Tourism Economy!
The video recording of the complete webinar is available on www.institutetourism.com.
Dear reader, the Meaningful Tourism Weekly has been produced this month with the editorial assistance of Rakshit Khatka, following Bhoomi Shah. We are very grateful for his work and support. Starting with the next edition, we are proud to announce the cooperation with Travel Asia Now, run by the founder and publisher Rhea Vitto Tabora, who is also our trainer for the Philippines. This cooperation should bring our publication to a new level of professional production and distribution. Details of future features can be found in another article in the MTC News section below.
If you have not done so already, please do not forget to mark July 8th, 2025, in your agenda to attend the PATA Webinar on Meaningful Tourism in the Asia-Pacific region.
In the Events section, you will also find information about two Meaningful Tourism Transformational Game Workshops, taking place at the end of August in Bangkok in connection to the PATA Travel Mart and in the beginning of November in London with connection to the WTM. Only 30 seats are available for each training workshop, and the readers of Meaningful Tourism Weekly have the first chance to get one of the seats with a Super Early Bird discounted fee.
As always, all best wishes from Prof. Dr. Wolfgang Georg Arlt and the entire Meaningful Tourism Weekly team!
Editor: Prof. Dr. Wolfgang Georg Arlt
Redefining African Travel: Meaningful Tourism for Sustainable Development in Africa
On the 19th June, 2025, the Meaningful Tourism Centre, the Africa Tourism Research Network and the Institute for Tourism held a very successful webinar about Meaningful Tourism for Africa.
The first part included welcoming remarks of the Chair Emmanuel Frimpong, founder of the Africa Tourism Research Network and an introduction into Meaningful Tourism by the founder of MTC, Prof. Dr. Arlt. The first exclusive content contained in short presentations by most of the seven Meaningful Tourism trainers in Africa, based in Ghana, Namibia, South Africa, Malawi, Zimbabwe, Tanzania & Zanzibar, Madagascar, Reunion & Mauritius. Some of them had got their certification just one day before the webinar, but all showed their enthusiasm to help the development of Africa’s sustainable tourism.
The main part consisted of five fascinating presentations giving a solid base for the future upgrading of tourism in Africa to a Meaningful Tourism strategy and action.
Judy Kepher Gona, Director of Sustainable Travel and Tourism Africa (Kenya) look at the history of sustainable tourism in Africa and especially Community-Based Tourism and Local Empowerment in great detail. After painting the great picture, Nana Otuo Awoahene Acheampong, Former Executive Director, National Commission on Culture in Ghana and Nkabom Henry of Kumasi Traditional Area emphasised the importance of Cultural Preservation and Authenticity. His conclusion: "Cultural preservation and authenticity are not just about protecting the past. They are about maintaining the unique identities of African communities while creating meaningful, responsible tourism that benefits both visitors and locals. A sustainable approach to tourism recognizes the importance of local voices, supports traditional livelihoods, and ensures that cultural assets remain vibrant for generations to come."
Youth and Women in Meaningful Tourism was the topic of the Hon. Prof. Mamunatu Pratt, former Minister of Tourism and Affairs (Sierra Leone). Even though she was at a conference of her party, she still took the time out to share her insights into the key points and challenges of tourism development in Africa.
Ola Wright, the CEO West Africa Eco-Tourism Network (UK/Nigeria) concentrated in her presentation on Eco-Tourism and Environmental Responsibility, illustrating the Eco-Tourism needs to be an integral part of Meaningful Tourism.
Finally, the last speaker Dr. Abigail Adesina Olagbaye, President of the Sayari Dunia Sustainable Tourism Foundation, concentrated on Technology, Innovation and Digital Tourism for Africa’s Sustainable Development. She asked “How Can Africa Prepare for the Future of Technology, Innovation and Digital Tourism Meaningfully?
Her answer was summarized in a table:
- Promoting Digital Tourism:
- Developing Smart Technologies: Strategies for technology, innovation, sustainability, accessibility and inclusivity will enhance the tourist experience.
- Implementing Smart Travel Facilitation::Consolidating tools for smart visas , borders, security processes and infrastructure will revolutionize tourism.
- Addressing Challenges
- Closing the Digital Divide: Bridging the gap in digital access in terms of its affordability, skills acquisition, knowledge tranfers to promote inclusive growth.
- Developing Supportive Policies:African governments and tourism authorities must enact policies that promote green skills acquisition, renewable energy, energy efficiency and other climate solutions that will support green job creation.
- Encouraging Private Sector Investment: Providing clear investment signals and incentives that attract private sector investments in green technologies.
- Partnerships: Partnerships between all stakeholders will foster tourism growth looking at the future of Africa’s tourism.
As usual, the webinar was running overtime, so that there was only a limited amount of time for the Q&A section.
In a brief summary, Prof. Dr. Arlt thanked all speakers and also all viewers and made clear that this webinar can only be the first step on the road to Meaningful Tourism. The webinar showed that even among experts the concept of Meaningful Tourism (with a capital “M”) still needs to be understood in more detail and clarity.
A new publishing partner for the Meaningful Tourism Weekly
Starting with the next edition, MTC is proud to announce the start of a cooperation with Travel Asia Now, run by the founder and publisher Rhea Vitto Tabora, who is also our trainer for the Philippines. This cooperation should bring our publication to a new level of professional production and distribution.
What will change? Meaningful Tourism Weekly will continue to be published every Thursday on the Ghost platform. The existing sections will stay accessible free of charge as before. However, a new section of a library of surveys, exclusive articles, conference presentations, statistical data, graphs to use by subscribers for own presentations etc. will be added as paid-for content. Further added will be the possibility to support the work of the Meaningful Tourism Centre with one-time or regular donations.
Advertisements will be accepted only if they are fitting with the Meaningful Tourism approach.
The design will be updated and tags will make it easier to find articles for a specific topic across editions.
Altogether a better publication still free of charge, with a new library section for those in need for detailed information, illustrations and more.
Looking for new trainers
Meaningful Tourism Trainer community is growing fast
Last week we certified another eleven trainers for the Meaningful Tourism Transformational Game Workshop, bringing the total number of certified trainers close to 40, covering all the areas coloured in dark and light green on the map below (borders etc. are only indicative...).
However, as can be seen, we are still only covering about half of the countries in the world.
Therefore, we are looking to increase our community further with persons who
a. live in a country not covered in dark green
b. have some experience in conducting trainings and/or lecturing
c. have a passion for sustainable tourism
We offer online certification workshops, all training materials, regular online meetings of all trainers, support with organisation, invoicing etc.
Our community is the place to meet like-minded experts from many different fields and backgrounds, all united in the desire to support the development of a MEANINGFUL TOURISM ECONOMY, as PATA has already declared as Vision of the organisation for the Asia-Pacific region.
Of course, training workshops are already now covered by trainers for any country if a training is requested by a destination, organisation or company, provided in more than ten different languages.
For individually interested persons, open Meaningful Tourism Transformational Game Workshops are offered in August in Bangkok and in November in London. Details are provided in the Event section below.
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.
Meet the Trainers for the Meaningful Tourism Transformative Game Workshop:
Catherine (Cathy) Germier-Hamel is the founder & CEO of Millennium Destinations, a travel consultancy specializing in sustainable tourism across Southeast Asia. Eurasian by heritage, she was born in France and spent 17 years in South Korea before relocating to Cambodia in 2022.
With a passion for ethical travel, Catherine also serves as a Positive Travel Storyteller and eco-conscious consultant and photographer, documenting stories across the Mekong region under the handle “french.cath”. Her work integrates community-focused itineraries, responsible storytelling, and green practices—reflecting a deep commitment to wellbeing and environmental stewardship.
The Meaningful Tourism Weekly explores:
"What is the current situation of tourism in Cambodia, and how can the Meaningful Tourism paradigm help support its development?"
her answer...
Cambodia’s tourism sector is facing both exciting opportunities and significant challenges. After years of significant growth fueled by the popularity of Angkor Archaeological Park in Siem Reap and a surge in Chinese tourist arrivals until 2019, the pandemic caused international arrivals to plummet by over 80%. After a slow recovery process, the sector showed strong signs of recovery in 2024, with international tourist arrivals reaching 6.7 million, a 23% increase compared to 2023. However, visits to Angkor, a key indicator of leisure tourism, remain 55% below 2019 levels, highlighting that the recovery has been uneven. The government has set an ambitious target of 7.5 million visitors for 2025, under the inclusive slogan, “Tourism for All, All for Tourism.”
Cambodia’s tourism sector stands out for its exceptional cultural and natural heritage, its warm and welcoming people, and its distinctive rural landscapes and lifestyles, positioning the country as an authentic and inviting alternative in the region. However, the industry remains heavily reliant on Angkor Archaeological Park, with most visitors staying only a few days, often as an add-on to trips in neighboring countries. The sector also faces a high level of informality, with 88% of tourism jobs being informal, and suffers from a shortage of qualified professionals, particularly in management roles. There is also a lack of effective coordination among key stakeholders. These challenges highlight missed opportunities and limit both the economic impact and the long-term sustainability of Cambodia’s tourism industry.
Recently, the sector has undergone significant changes, with a new Minister of Tourism, the creation of the Cambodia Tourism Board, and improved collaboration among stakeholders. The government is investing in infrastructure, new national tourism schools, and green and digital skills to meet the growing demand for qualified professionals.
The Meaningful Tourism paradigm offers a promising path forward for Cambodia by emphasizing harmonized benefits for all stakeholders and integrating socioeconomic, environmental, and cultural values. This approach seeks to align the needs and interests of everyone involved in the tourism ecosystem, from local communities and businesses to visitors and government bodies.
Notably, initiatives such as the Cambodia Sustainable Landscape and Ecotourism project (CSLEP) and the sustainable tourism promotion program Destination Eco-Talents (DET), led by the International Organization of La Francophonie, and piloted in Cambodia with the support of local implementing partners like Millennium Destinations, are advancing professionalization and sustainability within the sector. DET places a special focus on empowering women, youth, and rural communities, helping to build a more inclusive and skilled tourism workforce.
By combining renewed governance, enhanced training and skills development, and innovative programs like DET and Meaningful Tourism, Cambodia is well positioned to become a regional model for responsible and resilient tourism.
Green Mountains Initiative, Austria
The Green Mountains Initiative by the Silvretta Montafon Group in Vorarlberg, Austria, is a leading example of meaningful tourism in action. Launched in 2022, it offers a holistic, measurable, and regionally grounded sustainability strategy for alpine tourism—moving beyond “green marketing” to embed climate, habitat, and community well-being into the heart of operations.
From reducing emissions by 20% (since 2018/19) to introducing the innovative “Green Ticket” (integrating public transport, ski pass, and equipment rental), the initiative shows how tourism can reduce its footprint while enhancing value. Over 80% of staff now actively engage in sustainability programs, supported by a dedicated internal team and a culture that embraces learning from failure.
With plans for a digital guest dashboard, local food sourcing, and EV infrastructure, the initiative exemplifies how to make sustainability systemic—not superficial. Its clear structure, adaptability, and mission-led approach make it a scalable blueprint for transforming tourism destinations worldwide.
HOST COMMUNITIES
Residents Paint Houses Black to Push Back Against Overtourism
Notting Hill Overtourism
Residents of Lancaster Road in Notting Hill—known for its pastel-coloured houses—have started painting their façades black to deter disruptive overtourism fueled by influencers and tourists. The colourful homes, frequently used as Instagram backdrops, have attracted crowds who litter, block doorways, climb railings, and stage elaborate photo shoots.
To reclaim their quiet residential street, neighbours are also installing signs, chains, and even CCTV. While the darker paint has slightly reduced visitor numbers, locals hope to restore their homes' original charm once the craze subsides.
COMPANIES
New Toolkits for Local Tourism Development
Destination Development Toolkits
Destination Canada, in partnership with the Federation of Canadian Municipalities (FCM), has launched two new Destination Development Toolkits tailored for rural, remote, and northern communities. These resources provide actionable tools, best practices, and step-by-step guidance to help local governments use tourism as a catalyst for inclusive, long-term development.
The Rural Toolkit supports communities in attracting new residents, strengthening local businesses, and celebrating cultural identity, while the Remote and Northern Toolkit focuses on building infrastructure resilience, fostering self-sufficiency, and promoting cultural and environmental stewardship.
ENVIRONMENT
Maldives Struggles to Balance Tourism Boom and Climate Risk
Maldives Tourism and Climate
The Maldives saw record tourism in 2024, welcoming over two million visitors, but this rapid growth is straining the environment and increasing vulnerability to climate change. With rising public debt and developments near fragile coastlines, experts warn of worsening reef loss and erosion.
The country now faces urgent pressure to diversify its economy and strengthen climate resilience.
PATA Webinar: A Meaningful Pacific Asia Tourism Economy
Organised by: Pacific Asia Travel Association (PATA) in cooperation with MTC Meaningful Tourism Centre
Date: Tuesday, July 8th, 2025
Time: 3:00 PM Bangkok | 9:00 AM London | 1:30 PM India | 4:00 PM Singapore | 6:00 PM Sydney
As tourism across the Asia Pacific region continues its robust recovery, there is a growing call for destinations to look beyond traditional performance metrics and adopt a more holistic, values-based approach to development. This means placing greater emphasis on community wellbeing, cultural preservation, visitor enrichment, and environmental stewardship.
Meaningful Tourism offers a strategic framework for this transformation—aligning long-term industry resilience with the needs, aspirations, and values of all stakeholders.
The phrase “A Meaningful Pacific Asia Tourism Economy” was officially adopted as the new Vision Statement of the Pacific Asia Travel Association (PATA) during the PATA Annual Summit in April 2025, marking a bold step forward in reimagining the future of tourism in the region.
PATA Chair Peter Semone reflects: “Tourism must evolve from a numbers game to a values-driven endeavour. Meaningful Tourism challenges us to redefine success—not solely by arrivals or spending, but by how effectively we serve communities, protect our heritage, and enrich lives. At PATA, we believe the future of tourism lies in creating shared value, and we are proud to work in partnership with the MTC Meaningful Tourism Centre to help guide this important transition across the Asia Pacific region.”
To support this vision, the webinar will focus on key objectives that raise awareness, foster engagement, and inspire collective action.
Agenda [All times in Bangkok Time - ICT (GMT +7)]
Meaningful Tourism Transformational Game Workshop - Bangkok 2025
PTM PATA Travel Mart is one of Asia Pacific’s longest-standing international travel trade exhibitions featuring networking and contracting opportunities to help travel and tourism organisations access decision-makers, meet new clients, expand their networks, establish new relationships, and consolidate existing business partnerships. PTM will take place at Queen Sirikit National Convention Center (QSNCC) in Bangkok, Thailand from August 26-28. On August 26th, one of the topics of the conference during PTM will be Meaningful Tourism and the way to a Meaningful Pacific-Asia Tourism Economy, as the PATA Vision statement defines. For details about participation, visit: PATA Travel Mart 2025.
The Meaningful Tourism Centre will offer on the day before the start on August 26th of the PTM 2025, on August 25th, 2025, a special Meaningful Tourism Transformational Game Workshop from 9:00 to 16:00 h. The workshop will be conducted by Prof. Dr. Wolfgang Georg Arlt FRGS FRAS, the founder of the Meaningful Tourism Centre, together with the Meaningful Tourism trainer for Thailand.
There are only 30 seats available, so if you already know that you will attend PTM 2025, make sure you arrange your schedule to arrive on time for the training workshop on Monday August 25th and to book your seat already now, enjoying the Super Early Bird fee. Venue: QSNCC Bangkok, details tba, transport from/to hotel or QSNCC can be arranged on request at special rate.
Participation Fees
VAT included if applicable. PATA members (including PATA chapter members) enjoy a 15% discount. Two or more seats booked at the same time enjoy an additional 10% discount.
Please note that payments are non-refundable, however, a change of participant is possible without additional fee until one day before the training workshop.
Participation fee includes training workshop participation, certificate of participation, one year free access to all content including the Meaningful Tourism Weekly Library reserved for paid subscription holders, coffee/tea, cookies and a vegetarian and non-vegetarian lunch buffet.
For bookings, please contact: office@meaningfultourismcentre.org. Bookings will be closed after reaching 30 reservations. Book today to enjoy the Super Early Bird fee.
Meaningful Tourism Transformational Game Workshop - London 2025
WTM World Travel Market in London is next to the ITB Berlin the other annual event everybody who is anybody in tourism is attending. The Meaningful Tourism Centre will offer on the day before the start on November 4th of the WTM 2025, on November 3rd, 2025, a special Meaningful Tourism Transformational Game Workshop from 9:00 to 16:00 h. The workshop will be conducted by Prof. Dr. Wolfgang Georg Arlt FRGS FRAS, the founder of the Meaningful Tourism Centre.
There are only 30 seats available, so if you already know that you will attend WTM 2025, make sure you arrange your schedule to arrive on time for the training workshop on Monday November 3rd and to book your seat already now, enjoying the Super Early Bird fee. Venue: Central London, details tba, transport from/to hotel or ExCeL can be arranged on request at special rate.
Participation Fees
VAT included if applicable. Two or more seats booked at the same time enjoy an additional 10% discount.
Please note that payments are non-refundable, however, a change of participant is possible without additional fee until one day before the training workshop.
Participation fee includes training workshop participation, certificate of participation, one year free access to all content including the Meaningful Tourism Weekly Library reserved for paid subscription holders, coffee/tea, cookies and a vegetarian and non-vegetarian lunch buffet.
On the evening of November 3rd, 2025 there will be also a (self-paid) dinner followed by drinks with an opportunity to network with participants and to meet several of the Meaningful Tourism trainers from different countries.
For bookings, please contact: office@meaningfultourismcentre.org. Bookings will be closed after reaching 30 reservations. Book today to enjoy the Super Early Bird fee!
About Meaningful Tourism Weekly
Meaningful Tourism Weekly is published every Thursday by the MTC Meaningful Tourism Centre (London and Kathmandu). This newsletter delivers a rich blend of content to its readers, designed to inspire and inform the global tourism community.
Each issue features the Meaningful Tourism Weekly Editorial, updates on MTC activities, a Best Practice example, a portrait 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 with links to original sources, are also included. These are categorized 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, with no advertisements. Subscriber names and details are never shared with third parties, ensuring complete privacy.
Sponsorship opportunities are available for those interested in supporting this initiative.
For those keen to explore the work of the Meaningful Tourism Centre—offering trainings, market research, product adaptation, consulting services, conferences, strategy development, and marketing—visit our website www.meaningfultourismcentre.org or contact us at info@meaningfultourismcentre.org.
