The capital city of Ethiopia, Addis Ababa, has recently hosted the 59th Meeting of the UNWTO Commission for Africa. Held between 18-21 April, the Commission included a High-level Meeting on Chinese Outbound Tourism to Africa, where regional representatives debated the potential that the sector brings to the continent.

Attended by 21 tourism Ministers from the African continent, the UNWTO Regional Commission for Africa has become the best platform to discuss tourism trends in the continent and the potential that Chinese tourism can induce at regional level. The attendees also included Edmund Bartlett, Minister of Tourism, Entertainment of Jamaica and Hongtao Wei, Vice Chairman of the China National Tourism Administration

The 59th edition of the Commission was complemented by a key interactive session on the International Year of Sustainable Tourism for Development which is being celebrated worldwide through 2017.

“We all come out of Africa, and went on to inhabit the world, making Africa the first source market in history. Africa is the future and Ethiopia is the soul and heart of Africa” said UNWTO Secretary-General Taleb Rifai, opening the event. UNWTO Secretary-General received a Recognition Award from H.E. Mr. Muktar Kedir, Minister of Good Governance of Ethiopia to highlight his legacy to promote tourism as a driver of economic growth, inclusive development and environmental sustainability.

During his intervention, Mr. Muktar Kedir, described his country ´as a unique land where the earliest ancestors of human beings first walks upright, we honestly expect Ethiopia to be one of the prime choices of tourists in the near future that makes them feel safe and enjoy their stay in this yet un explored land´, he said. The Commission served to motivate African Member States to undersign the African Charter on Sustainable and Responsible Tourism as well supporting the African Caravan on Sustainable and Responsible Tourism led by Morocco through activities to be organized and celebrated during the campaign of the International Year.

China has become a major investor in the African continent, contributing to infrastructure development and reshaping the economic landscape, and is the world´s largest outbound market since 2012 after recording double digit growth in expenditure every year since 2004. The meeting witnessed a high level of participation not only from African governments but also private sector stakeholders who discussed the dynamics of the Chinese outbound market together with ways to provide guidance for policies and strategies to African Member States, Chinese stakeholders and African businesses.

The event was a combination of keynote presentations from UNWTO, IVY Alliance Tourism Consulting, AVIAREPS and International Civil Aviation Organization (ICAO), interactive panels and roundtable discussions.

The Commission was informed that the 60th CAF will be hosted in Chengdu China within the framework of the 22nd Session of the General Assembly, to be held in September 2017. In addition, members of the Commission unanimously welcomed Nigeria´s expression of interest to host the 61st CAF to be held in 2018.

Tourism can be a key driver of the growth and economic diversification for the Middle East and North Africa region concluded the 2017 Ministerial Forum organized by the World Tourism Organization (UNWTO) and the Arabian Travel Market (ATM) under the patronage of H.E. Eng. Sultan bin Saeed Al Mansoori, Minister of Economy of the United Arab Emirates. Yet, maximizing the power of the sector requires increased regional cooperation, prioritization of tourism in the national agendas and building resilience and sustainability (Dubai, United Arab Emirates, 24 April, 2017).

Moderated by CNN Becky Anderson, the UNWTO/ATM Ministerial Forum concluded that the main priorities for the region include human resources development, public/private sector cooperation, connectivity, technology and sustainability.

Issues on discussion included the development of domestic tourism by engaging repeat travellers, the support to innovation and entrepreneurship, the need to improve the quality and ‘perception’ of tourism employment, visa facilitation, intra-regional connectivity and the measurement of tourism’s impact through the recently launched UNWTO Initiative on Measuring Sustainable Tourism (MST).

Participants further recalled that much of the growth of the sector comes from the high level of support at policy level it receives from many countries in the region as a tool to diversify oil-based economies.

H.E. Mohammed Khamis Al Muhairi, Under-Secretary of the Ministry of Economy, UAE, said that tourism has proven to be one of the main pillars of economic and social development in various countries. He pointed out that the MENA region has strong potential to become one of the world’s leading tourist destinations due to its extensive tourism attractions. He added that the region’s countries are at the threshold of a new phase of tourism growth which requires greater cooperation to ensure the maximization of opportunities offered by this sector. He also noted the need to consolidate partnerships at the government and private levels to overcome obstacles to their efforts to enhance the competitiveness of their respective tourism sectors and make the most of tourism’s impact on their growth and development.

Mr Al Muhairi further stated that “tourism is a top priority under the development policies of the UAE, revealing that the sector contributes 12.1% to the national GDP and accounts for around 10.4% of the domestic labor market”. “Investments to the sector exceeded AED 26 billion in 2016, a year which saw the number of visitors to the UAE reaching 24.8 million with total spend of about AED 110 billion”, he added

Commending the UNWTO/ ATM Ministerial Forum for providing an important platform for discussing the best ways to enhance the contributions of tourism to the development objectives of the UAE and other countries in the region he emphasized how the forum reflects the UAE’s keenness to support the global efforts to make tourism one of the pillars of sustainable development.

“Despite all external shocks, the Middle East and North Africa tell one of tourism’s biggest success stories. A story that brings an immense opportunity to make tourism a pillar of economic diversification, job creation and sustainable development in this region” said UNWTO Secretary-General, Taleb Rifai.

“Today’s meeting is an opportunity to identify the priorities of tourism policy for the MENA destinations, strengthen regional cooperation and public-private partnerships that prepare the region to welcome the 195 million international tourist arrivals – almost triple the present volume of 72 million – forecasted by UNWTO for 2030. ” he added.

Simon Press, Senior Exhibition Director, ATM, said: “The Middle East is developing at an extraordinary pace as countries diversify from a dependence on hydrocarbon receipts. As such it is vital leaders in the region continue to find new ways of capitalising on tourism growth built on sustainability.

“The UNWTO & ATM Ministerial Forum provided an effective platform for stakeholders across the industry spectrum to identify the opportunities, as well as the challenges, that currently prevail throughout the region.”

The Middle East received 53.6 million international tourist arrivals in 2016. Arrivals decreased an estimated 4% with very mixed results among the region’s destinations. International tourist arrivals to North Africa grew by 3% to 18.6 million.

Note for Editors: Speakers at the Ministerial Forum included Shaikh Khaled Bin Hmoud Al Khalifa, Executive Director for Bahrain Authority for Tourism and Exhibitions, H.E. Mr. Mohamed Yehia Rashed, Minister of Tourism of Egypt, H.E. Mr. Avedis Guidanian, Minister of Tourism of Lebanon, H.E. Mrs. Maitha Saif Majid Al Mahrouqi, Undersecretary, Ministry of Tourism of Oman, H.E. Mrs. Salma Elloumi Rekik, Minister of Tourism and Handicrafts of Tunisia, H.E. Mr. Khalid Jasim Al Midfa Chairman of Sharjah Commerce and Tourism, Development Authority, United Arab Emirates, H.E. Mr. Haitham Mattar, CEO of the Ras Al-Khaimah Tourism Development Authority, United Arab Emirates, Dr. Abed Al Razzaq Arabiyat is the current Managing Director, Jordan Tourism Board, Mr. Adel Al Redha, Executive Vice President & Chief Operations Officer, Emirates Airline, Mr. Vijay Poonoosamy, Vice President, Etihad Airways, Mr. Antonio Peña, Director, JSF T&T School, Mr. Abdullah Bin Nasser Al Dawood, CEO, Al Tayyar Group, Mr. Ivan Jakovljevic, Travel Industry Director, MENA region, Google, Mr. Yousef Wahbah, Partner & Leader, Real Estate & Hospitality, MENA region, Ernst & Young, Mr. Antonio Lopez de Avila, Director Tourism Innovation Centre, IE (Instituto de Empresa), Spain, Mr. Carl Obst, Director, Institute for the Development of Environmental-Economic Accounting and Mr. Antoine Medawar, Vice President for the MENA Region, AMADEUS

The 3rd International Congress on Ethics and Tourism, to take place in Krakow, Poland on 27-28 April 2017, will discuss ways to advance the commitment of tourism towards sustainable and responsible practices. The event is one of the major components of the ‘Enhancing the Understanding of European Tourism’ Project, conducted by UNWTO in cooperation with the European Commission.

Social responsibility champions, academics, private sector and representatives from national tourism administrations will meet in Krakow with civil society and international organizations to discuss how advance in the shared responsibilities of tourism development. The Congress acquires particular relevance as it takes place during the International Year of Sustainable Tourism for Development, which is being celebrated worldwide throughout 2017.
The event, with the presence of Rajan Datar host of Fast Track – BBC World News’ flagship travel programme, will feature the views of policy makers and companies such as NH Hotel Group, TripAdvisor, ClubMed, TUI, and Amadeus IT Group. National, regional and international organizations like the European Network for Accessible Tourism (ENAT), European Destinations of Excellence Network (EDEN), UNESCO World Heritage Centre and VisitScotland will also share their best practices.

Topics under discussion include strategic policy frameworks and models of governance as well as innovative and multi-stakeholder management models for the development of a more responsible and inclusive tourism sector.
Special attention will be devoted to the Tourism for All, the preservation of natural and cultural resources and best practices that contribute to socio-economic empowerment of local communities, women and youth.
The 3rd International Congress on Ethics and Tourism is organized by UNWTO in partnership with the Government of Poland and the European Commission.

Additional information:

The ‘Enhancing the Understanding of European Tourism’ Project is a joint project by UNWTO and the Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs of the European Commission (DG GROW). The project aims to improve the socio-economic knowledge of the tourism sector, enhance the understanding of European tourism and contribute towards economic growth and job creation, thus improving the competitiveness of the sector in Europe. The project includes three components: 1) increased cooperation and capacity building in tourism statistics; 2) assessment of tourism market trends; 3) promotion of cultural tourism through the Western Silk Road; and 4) promoting sustainable, responsible, accessible and ethical tourism. The project is co-financed with COSME funds and will run until February 2018.

2016 results on expenditure from major outbound markets reflect increasing demand for international tourism across the world, as reported in the latest UNWTO World Tourism Barometer. With a 12% increase in spending, China continued to lead international outbound tourism, followed by the United States, Germany, the United Kingdom and France as top five spenders.

“The latest data on outbound tourism spending are very encouraging. Despite the many challenges of recent years, results of spending on travel abroad are consistent with the 4% growth to 1.2 billion international tourist arrivals reported earlier this year for 2016. People continue to have a strong appetite for travel and this benefits many countries all around the world, translating into economic growth, job creation and opportunities for development” said UNWTO Secretary-General, Taleb Rifai.

Chinese tourists spent 12% more on tourism abroad in 2016

2016 was another strong year for outbound tourism from China, the world’s leading outbound market. International tourism expenditure grew by US$ 11 billion to US$ 261 billion, an increase by 12% (in local currency). The number of outbound travellers rose 6% to 135 million in 2016. This growth consolidates China’s position as number one source market in the world since 2012, following a trend of double-digit growth in tourism expenditure every year since 2004.

The growth in outbound travel from China benefited many destinations in Asia and the Pacific, most notably Japan, the Republic of Korea and Thailand, but also long-haul destinations such as the United States and several in Europe.

Aside from China, three other Asian outbound markets among the first ten showed very positive results. The Republic of Korea (US$ 27 billion) and Australia (US$ 27 billion) both spent 8% more in 2016 and Hong Kong (China) entered the top 10 following 5% growth in expenditure (US$ 24 billion).

Second largest market the United States maintains strength

Tourism spending from the United States   the world’s second largest source market   increased 8% in 2016 to US$ 122 billion, up US$ 9 billion on 2015. For a third year in a row, strong outbound demand was fuelled by a robust US dollar and economy. The number of US residents travelling to international destinations increased 8% through November 2016 (74 million in 2015).

By contrast, Canada, the second source market from the Americas in the top ten, reported flat results, with US$ 29 billion spent on international tourism, while the number of outbound overnight trips declined by 3% to 31 million.

Germany, the United Kingdom, France and Italy lead tourism spending in Europe

Germany, the United Kingdom, France and Italy are the four European markets in the top ten and all reported growth in outbound demand last year. Germany, the world’s third largest market, reported 5% growth in international tourism spending last year, rebounding from weaker figures in 2015, reaching US$ 81 billion.

Demand from the United Kingdom, the world’s fourth largest source market, remained sound despite the significant depreciation of the British pound in 2016. UK residents’ visits abroad were up by 5 million (+7%) in 2016 to 70 million, with expenditure close to US$ 64 billion.

France, the world’s fifth largest market, reported 7% growth in tourism expenditure in 2016 to reach US$ 41 billion. Italy recorded 1% growth in spending to US$ 25 billion and a 3% increase in overnight trips to 29 million.

Many more source markets report growing outbound expenditure

Among the largest 50 source markets, there were another nine that recorded double-digit growth in spending in 2016: Vietnam (+28%), Argentina (+26%), Egypt (+19%), Spain (+17%), India (+16%), Israel and Ukraine (both +12%), Qatar and Thailand (both +11%).

By contrast, outbound tourism from some commodity exporters continued to be depressed as a consequence of their weaker economy and currencies. Expenditure from the Russian Federation declined further in 2016 to US$ 24 billion. International tourism spending from Brazil also decreased in 2016.

The Waikato Tourism Monitoring Observatory, New Zealand’s first tourism observatory, has joined the World Tourism Organization (UNWTO) International Network of Sustainable Tourism Observatories (INSTO). Committed to regular and timely measurement of tourism and its impacts and hosted by the University of Waikato Management School, the observatory is focused on two major tourist locations in Waikato region – Raglan and Waitomo.

“New Zealand is an example of tourism sustainability and thus the incorporation of the Waikato Observatory to the UNWTO INSTO Network adds immense value to this global initiative,” said UNWTO Secretary-General Taleb Rifai.

“The Waikato Tourism Monitoring Observatory is a wonderful initiative that will provide valuable data over time to support the tourism sector to maximize its contribution to the economy, while ensuring our visitors enjoy high-quality experiences,” said Paula Bennett, Deputy Prime Minister and Minister of Tourism of New Zealand.

New Zealand’s tourism sector is experiencing continuous growth and therefore requires an adequate measurement of tourism impacts. This observatory is crucial to providing tangible evidence for well-informed decision making in sustainable tourism development-related themes.

The Waikato Observatory seeks to support the strengthening of the world famous surfing town Raglan as a sustainable destination, while continuing to protect the unique landscapes and the biodiversity of Waitomo and its iconic tourist attraction the Waitomo Caves. Overall, the Waikato region received 357,000 visitors in 2015, most of whom were domestic visitors (approx. 200,000).

Due to an already existing strong sense of community and engagement of its members especially in the more mature seaside tourism town Raglan, the observatory will start with focusing its monitoring efforts on crucial socio-cultural aspects such as ‘local and visitor satisfaction’. Additional areas encompass ‘destination economic benefits’, ‘tourism seasonality’ and ‘development control’ in the short term, extending in the long-term to measurement activities related to waste management, housing issues, water supply, sewage  management, among others.

INSTO is a network of tourism observatories monitoring the economic, environmental and social impact of tourism at the destination level, committed to regular monitoring of tourism in order to better understand destination-wide resource use and foster responsible tourism management. There are currently 18 observatories in operation worldwide.

The potential of mountain tourism to foster economic development, as well as to raise awareness on environmental protection, was the major topic addressed at the 3rd World Tourism Organization (UNWTO) Euro-Asian Mountain Resorts Conference. The event was held in Tbilisi, Georgia on 4-7 April, under the patronage of the Ministries of Tourism and of Economy and Sustainable Development of Georgia.

More than 300 participants from 32 countries gathered for the conference.

Opening the event, Prime Minister of Georgia Giorgi Kvirikashvili said: “It is significant to note that mountains make up more than 65% of the country’s landscape, and the government has been active in effectively using the aforementioned resource and advancing opportunities in tourism. According to various studies, Georgian ski destinations have the potential to generate more than 300 million US dollars in revenues from visitors. In this light, the Government of Georgia has focused considerable financial resources on sustainable development of the country’s mountain destinations, including implementation of major infrastructural projects.”

“Besides its economic potential for remote areas and isolated regions, mountain tourism is a key catalyst to raise awareness on sustainable tourism and to help us become more committed travelers, institutions and enterprises, a challenge especially pertinent at the present moment as we are celebrating the International Year of Sustainable Tourism for Development,” said Taleb Rifai, UNWTO Secretary-General.

The conference was structured around five key sessions conducted by 25 international speakers from 17 countries:

1. Sustainable tourism in mountain destinations: challenges and long-term outlook

2. Mountain resort planning: an integrated planning approach and illustration of good practices in developing mountain destinations

3. Investment and incentive policies: legislative framework and investment-friendly practices

4. Product diversification and attracting new markets: a strategic approach to improve the positioning of mountain destinations

5. New revolutionary tools for mountain destinations: innovation and the digital media

Prior to the conference, eight companies and associations joined the Private Sector Commitment to the UNWTO Global Code of Ethics for Tourism: Adjara Group Hospitality; Caucasus Travel; Explore Georgia; Georgian Events, Georgian Incoming Tour Operators Association; Georgian Tourism Association (GTA); Living Roots; and Tourist Agency ‘VisitGeorgia’.

On the occasion, UNWTO Secretary-General Rifai was awarded the Order of Honor by Prime Minister Kvirikashvili for his contribution to the development of tourism in Georgia, for strengthening the relationship between UNWTO and Georgia, and for raising awareness about Georgia as a tourism destination internationally.

Additional Information:

Programme of the Conference

UNWTO Global Code of Ethics

Webportal of the International Year of Sustainable Tourism for Development

The 48th Session of United Nations Statistical Commission has supported the UNWTO-led initiative of developing an international framework for Measuring Sustainable Tourism (MST). The initiative, being implemented in cooperation with the United Nations Statistics Division, aims to develop a new statistical framework for tourism — one that integrates the various dimensions of sustainable tourism (economic, environmental and social) and across relevant levels (global, national and subnational).

Overwhelming appreciation was expressed to the work of the UNWTO Committee on Statistics and TSA and the Working Group of Experts on Measuring Sustainable Tourism, which is leading the development of the new framework. The Commission encouraged the development of a Statistical Framework for Measuring Sustainable Tourism as a priority to support more integrated policy in the context of the Sustainable Development Goals (SDGs) and in response to requests from Member States and various stakeholders.

It also highlighted the importance of linking the TSA to the System of Environmental-Economic Accounting (SEEA), the elaboration of a TSA Compilation Guide, and the need to enhance capacity building for measuring sustainable tourism, notably in compiling TSA.

Established in 1947, the Commission gathers Chief Statisticians from Member States and is the highest decision making body for international statistical activities. The last time that the Statistical Commission discussed a UNWTO report was in 2008, when the Tourism Satellite Account (TSA) framework was approved.

Measuring Sustainable Tourism (MST) will be the central focus of the 6th International Conference on Tourism Statistics: Measuring Sustainable Tourism, to be held in Manila, the Philippines, 21-24 June 2017.

The Manila Conference is an Official Event of the International Year of Sustainable Tourism for Development, 2017 and will be a landmark opportunity to discuss methodological advances, explore emerging issues and learn from pioneering country experiences. A Ministerial Roundtable will kick-start the Conference to underline the importance of measurement in better understanding the role that sustainable tourism plays in fostering economic growth, social inclusiveness, and the protection of cultural and natural assets.

Representatives from 24 countries of both private and public nature involved in the Silk Road Task Force have convened in the Mediterranean city of Valencia, Spain, to discuss strategies and best-practice examples on how to adapt the Silk Road to the challenges and opportunities of the globalized tourism age. The 7th UNWTO Silk Road Task Force event was held on 30-31 March 2017.

The discussions addressed the three pillars of the Silk Road Action Plan: i) marketing and promotion ii) destination management and capacity building and iii) travel facilitation. A specialised workshop session was also dedicated to the development of the Western link of the Silk Road. Greece, the host of the upcoming First Western Silk Road Workshop (Alexandroupolis, Greece; on 26-27 April 2017), and Bulgaria, who expressed its interest in hosting the Second Workshop, underlined their support and commitment to an initiative aimed at reviving Silk Road heritage located across Europe.

As expressed at the opening ceremony, by UNWTO Secretary-General, Taleb Rifai, “UNWTO is extremely grateful for the support and commitment of the region and the city of Valencia to our work and mission. As the only United Nations Agency with its Headquarters in Spain, it is always a pleasure to organize a meeting in our host country – a country that understands the value and benefits to be derived from tourism.”

The opening ceremony also counted upon the presence of the Mayor of Valencia, Joan Ribó i Canut, and the Valencian Minister for Tourism, Francesc Colomer, who underlined the international dimension of the meeting and the importance of the Silk Road as a vehicle for peaceful exchange and development: “The Silk Road surpasses the boundaries of geography and touches upon our inner self, thus making us more tolerant, humble and cultured,” he said.

Important input was also contributed by UNWTO Affiliate Member, TripAdvisor, who presented the findings of the TripAdvisor Travel Trends for the Silk Road 2017, and by Eulogio Bordas, President of THR, who addressed the challenges of joint Silk Road marketing. The Spanish Institute for Quality Tourism, the International Tourism Consulting Group – SOENT, the World Federation of Tourist Guides Association (WFTGA), the Organization of the Black Sea Economic Cooperation and the University of Valencia also contributed valuable input to the meeting.

Overall, the meeting showcased the good work being carried out by Valencia in terms of Silk Road promotion and public-private cooperation. Since Spain’s inclusion in the UNWTO Silk Road Programme in 2015, best-practice examples implemented by the Valencian region have included branding Valencia as the “city of Silk” in 2016 and the rehabilitation of important Silk Road heritage located within the region.

The 7th UNWTO Silk Road Task Force Meeting was jointly organized by the World Tourism Organization (UNWTO), the Agència Valenciana del Turisme and the Fundación Turismo València. Turkish Airlines supported the event and shared its actions in promoting route development and connectivity across the Silk Road.

UNWTO welcomes the agreement reached by the Sustainable Tourism Observatory of Guanajuato (Mexico) and Paraguay to facilitate knowledge and technology transfer. Guanajuato is one of the 16 Observations in the UNWTO Network.

“We praise the agreement signed by the State Secretariat of Tourism of Guanajuato (SECTUR) and the National Tourism Secretariat of Paraguay (SENATUR) as an important step to increase the development of sustainable tourism observatories” said UNWTO Secretary-General, Taleb Rifai.

The State Secretary of Tourism of Guanajuato, Fernando Oliver Rocha said “through this alliance, we aim at fostering public policies with regard to sustainable tourism practices”.

The Executive Secretary of Paraguay, Marcela Bacigalupo, recognized the relevance of the work of the UNWTO Observatories and underlined the importance of engaging private sector in sustainable tourism initiatives. “UNWTO has referred to Guanajuato as one of the best Observatories in Latin America, so we are very glad to have undersigned this agreement,” she mentioned.

The Tourism Observatory of Guanajuato, the first in Latin American, became a member of the UNWTO International Network of Tourism Observatories in 2014. The first meeting held between SECTUR and SENATUR happened at the UNWTO International Meeting of Spanish Tourism Observatories, held in 2016.

The UNWTO International Network of Sustainable Tourism Observatories (INSTO) is a network of tourism observatories monitoring the economic, environmental and social impact of tourism at the destination level, committed to regular monitoring of tourism in order to better understand destination-wide resource use and foster the responsible management of tourism. There are 16 observatories currently in operation worldwide.

Located in California (USA), the Sonoma County Sustainable Tourism Observatory is the latest member having successfully joined the World Tourism Organization (UNWTO) International Network of Sustainable Tourism Observatories (INSTO). This comes in a very unique momentum as the International Year of Sustainable Tourism for Development is being celebrated worldwide.

UNWTO has welcomed the incorporation of the Sustainable Tourism Observatory of the Sonoma County, in California, to the International Network of Tourism Observatories (INSTO). The observatory is the first of its kind under the umbrella of the Coalition to Observe and Advance Sustainable Tourism (COAST), aiming to serve as an anchor for a possible network of Pacific Coast observatories, connecting key tourism destinations along the Pacific Coast of North America, stretching from San Francisco and the Channel Islands in the south to Vancouver and Victoria BC in the north.

“We highly welcome the incorporation of the Tourism Observatory of the Sonoma County as a new member of the Network and we are sure that it will help us to achieve the mission of this platform throughout 2017 and beyond,” said UNWTO Secretary General Taleb Rifai.

The Observatory of the Sonoma County is strategically based 45 minutes North of the Golden Gate Bridge and the metropolitan areas of San Francisco and Silicon Valley. Due to its proximity to major innovation hubs and its abundant variety of culinary and scenic attractions, the area attracts millions of visitors every year.

The new member will focus on areas such as the scarcity of water, the impacts of agricultural-tourism growth in a complex and sensitive environment, climate change responsiveness and resilience, the viable regeneration of essential public places such as state parks, employment and local living opportunities, among others.

The International Year of Sustainable Tourism for Development prominently features the need for evidence-driven development of tourism that is based on participatory, inclusive and timely monitoring exercises.

“We’re honored to be included in the roster of INSTO Observatories. It is our aim to share the best practices which have been developed over the past 40+ years of conservation awareness in Sonoma County, which help drive the flourishing tourism industry here. Thanks to our premier position as a wine destination we have much to document but also much to learn,” said Pamela Lanier, Founder of COAST and Chair of the Sonoma Sustainable Tourism Observatory

”We are delighted that Sonoma County Observatory has been approved by the UNWTO and will join the Blue Community Observatory in Florida in the International Network of Sustainable Tourism Observatories. These institutions are expected to play an important role in adding to the global body of knowledge in sustainable tourism,” commented Isabel Hill, Director of the National Travel and Tourism Office at the U.S. Department of Commerce.