The Asia-Pacific region is witnessing a dynamic resurgence in its tourism sector, with a renewed focus on education and diversification as pivotal elements for future growth and sustainability. Recent data from the United Nations World Tourism Organization (UNWTO) highlights that tourism in this region is experiencing a robust recovery, reaching 82% of pre-pandemic levels in the first quarter of 2024. This remarkable rebound is primarily attributed to the reopening of numerous destinations throughout 2023.
To sustain this momentum and drive long-term growth, the latest joint meeting of the UNWTO’s Commission for Asia and the Pacific (CAP) and the Commission for South Asia (CSA) brought together more than 130 delegates from 25 countries and territories. The 36th meeting, held with the theme of building resilience and advancing sustainability, underscored the critical role of education and innovation in transforming the tourism sector.
Guiding Transformation and Building Resilience
UNWTO Secretary-General Zurab Pololikashvili emphasized the near-complete tourism recovery in the Asia-Pacific region. “As our data shows, tourism’s recovery is nearly complete here in Asia and the Pacific. We worked together to face the crisis head-on. And now we must work together to focus on our priorities for the future,” he stated. Pololikashvili highlighted the importance of supporting education, driving investments into the sector, and strengthening public-private partnerships to build resilience and foster inclusive growth.
Education: The Cornerstone of Tourism’s Future
The high-level support for tourism and the UNWTO’s mission was evident with the participation of the Philippines’ President Ferdinand Marcos Jr. In his opening remarks, President Marcos lauded the UNWTO’s focus on education and training within the tourism sector. “Education is always going to make any industry better and certainly tourism is no different. We need to raise the standards and practices in this crucial sector by investing in education, training, and skills upgrading of all the personnel who are working in this industry,” President Marcos remarked.
In a significant development, President Marcos expressed interest in establishing a new Academy in collaboration with the UNWTO in the Philippines. This institution would join the growing network of UNWTO Academies, which aim to address regional educational needs and develop critical skills essential for the future of tourism.
Resilience Through Green Transformation
A thematic discussion on product development during the joint Commission meeting emphasized the necessity of green transformation to enhance the tourism sector’s competitiveness. Member States deliberated on innovative and green solutions to bolster the sector’s resilience and promote sustainable practices.
Gastronomy Tourism: A Catalyst for Diversification
In Cebu, the focus shifted to gastronomy tourism to diversify tourism products and accelerate regional recovery. The UNWTO hosted its first Regional Forum on Gastronomy Tourism for Asia and the Pacific, bringing together public and private sector leaders, top entrepreneurs, and renowned chefs. The discussions culminated in the Cebu Call to Action on Gastronomy Tourism, urging leaders to integrate gastronomy tourism into policy, foster cross-sector cooperation, support small businesses, and champion sustainable practices.
UNWTO Secretary-General Pololikashvili challenged tourism stakeholders to leverage the region’s growing reputation in gastronomy tourism. “My proposal is to leave a legacy… to create an education center or gastronomic center here in Cebu,” he suggested, highlighting the potential for long-term impact.
Looking Ahead to Indonesia
The joint meeting concluded with an agreement to hold the 37th Joint Meeting of the UNWTO’s two Asian Commissions in Indonesia in 2025, with exact dates to be confirmed. This forward-looking decision underscores the collective commitment to fostering resilience and innovation in the Asia and Pacific tourism sector.
In conclusion, the future of tourism in the Asia-Pacific region is poised for significant growth, driven by a strong focus on education, innovation, and sustainable practices. As the sector recovers and evolves, these elements will be crucial in building a resilient and inclusive tourism landscape that benefits all stakeholders.
Written by: Octavia Koo
