Pandemic gives opportunity to rethink, reimagine tourism for future

KOTA KINABALU: In the wake of the worldwide pandemic and multiple crises which continue to disrupt the tourism sector’s growth trajectory, there is also a great window of opportunity to rethink and reimagine tourism for the future which is more sustainable, inclusive and less susceptible to shocks.

Ministry of Tourism, Arts and Culture Secretary-General Datuk Saraya Arbi pointed out that despite challenging headwinds to the global economy in 2023 and beyond, experts have great expectations for the tourism sector, predicting continued pent-up demand alongside new growth opportunities and emerging niche markets arising from the pandemic.

“For instance, as tourism recovery gets underway, we have seen the boundaries between work, home, leisure and travel become increasingly blurred, requiring greater crosscollaboration with transport, health, security, cities and urban planning for greater liveability and quality of life, for both visitors and residents alike,” she said at the opening of the World Tourism Conference (WTC) 2022 at the Sabah International Convention Centre (SICC) on Monday.

Saraya in her welcoming address acknowledged the tremendous impact of the worldwide pandemic and multiple crises which continue to disrupt the tourism sector’s growth trajectory.

“However, there is also a great window of opportunity for us to rethink and reimagine tourism for the future which is more sustainable, inclusive and less susceptible to shocks,” she said.

“These are just some of the exciting new prospects that will be explored during the two-day conference. Therefore, I hope the chosen theme of ‘Tourism Futures Reimagined’ will inspire deep insights on the challenges, opportunities, trends and forecasts shaping the future of the industry,” Saraya said.

At a press conference later, Saraya when asked about efforts taken by the ministry to reshape the country’s tourism said, “when we talk about sustainability we have to link with whatever we have in the country itself.

“The ministry has set up ways to boost sustainable tourism and this includes creating unique experiences that leverage on Malaysia’s rich multi-racial culture and arts. When we talk about that we need to protect, preserve and conserve whatever we have in Malaysia,” she said.

Saraya added that efforts must be made to maintain and sustain all the treasures in Sabah.

“We must make sure that our focus would be more on sustainable in terms of the ministry’s 17 sustainable development goals. We also have to make sure to involve all the communities like for example Batu Putih in Kinabatangan, Sabah as well as community-based tourism like homestay among others.

“These are the things we have to take note when you talk about sustainable tourism,” she said.

Saraya in her speech pointed out that in a recent study, Euromonitor’s latest Travel 2023 research also indicates that consumers are showing high levels of engagement in sustainable travel while companies increasingly adopt science-based targets and government net-zero strategies, as the sector pivots to a quality tourism business model driven by affluent travellers.

“These are just some of the exciting new prospects that will be explored during the two-day conference. Therefore, I hope the chosen theme of ‘Tourism Futures Reimagined’ will inspire deep insights on the challenges, opportunities, trends and forecasts shaping the future of the industry,” she said.

According to her, within the context of ‘Tourism Futures Reimagined’, the conference will feature five impactful sessions which champion thought leadership on future scenarios and potential pathways of change, emerging niche markets including digital nomads and tourism in the metaverse, as well as environmental, Social, and Governance (ESG) and impact investment opportunities.

Delegates will also hear from some of the world’s most innovative tourism destinations and companies on their inspiring success stories after the Covid-19 pandemic.