The Tourism Fix

What worked to create successful tourism 30 years ago or even 10 years ago won't likely work to get destinations where they want to go. Destinations have matured… there has been a "coming of age" of tourism. A reset is necessary in the same way that the rules we parents put in place when our kids were 4-10 years old simply won't work when the kids become teenagers or young adults.

The good news is that smart destination stewardship is also smart marketing. When a destination delivers a great experience, people don't just return, they tell their friends about it.

But because we didn't put stewardship and management at the forefront, tourism has suffered and we can see the results with overcrowding, upset locals, unhappy visitors, damage to the environment, and less money per visitor staying in the destination.

Travel moves 1.4 billion people, generates trillions, and shapes hundreds of cities. All the ingredients are there to keep tourism as a vital part of the economy for years to come. It can be "futureproofed." But not if destinations continue to chase arrivals without smart destination management. History has shown that leads to locals revolting, infrastructure buckling, and the magic of the destination quickly disappearing.

Douglas Lansky has spent 30+ years inside this industry. He's reported from 120+ countries, written for National Geographic Traveler, The Guardian, and Lonely Planet, and advised tourism boards, ministries, and the UNWTO. He's seen what works and what doesn't. This book full of case studies from around the world is the result.