Case Study #2
During the past few years, the tourism industry has faced a number of unprecedented challenges, which have entailed important changes in travel and tourism demand. With business plans becoming increasingly short term, governments start to realize that they can't leave growth of the travel and tourism industry to chance. This global consciousness has resulted in the establishment of the World Travel and Tourism Council or WTTC to create a new vision for travel and tourism. (The Blueprint for New Tourism 2006)
Formed in May 1990 at the third Global Travel and Tourism Summit by more than 500 of the most influential political and business groups in the world, the World Travel and Tourism Council is the forum for global business leaders, composed of the Presidents and Chief Executive Officers of over 100 world's leading companies. It was created with the vision that would encourage a partnership between private and public stakeholders to strengthen industry efforts and turn challenges into new opportunities. Currently WTTC is the only body that represents private sector in all parts of the travel and tourism industry worldwide. (The Blueprint for New Tourism 2006)
Since its launching, the World Travel and Tourism Council has expressed its commitment to realizing the potential of travel and tourism industry for development and growth, as well as ensuring sustainable benefits for all parts involved. The mission of WTTC can be defined in the light of interaction between the economic situation and travel and tourism industry: to raise awareness of economic impact of the largest generator of jobs in the world - travel and tourism. More and more governments are now adopting Blueprint for New Tourism, the policy framework of the WTTC for sustainable tourism development, aimed at unlocking the industry's potential. (The Blueprint for New Tourism 2006)
The WTTC Blueprint for New Tourism was designed to promote travel and tourism... [continues]
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