BUSINESS ETHICS

PRESENTATION
BY:-
ANUSHKA GUPTA -- 05
HANISHA AGARWAL – 12
KANAK AGARWAL – 18
SHIVIKA GARG – 49
TAARINI TAINWALA – 54
TOURISM INDUSTRY
 INDEX
S NO. TOPIC SLIDE NO.
1. INTRODUCTION 4-5
2. HISTORY & 6-13
EVOLUTION
3. SCALE OF 14
OPERATIONS
4. MAJOR PLAYERS 15-21
AND COMPETITORS
5. MAJOR ETHICAL 22-30
ISSUES FACED BY
INDUSTRY
6. CORRECTIVE 30-37
MEASURES
7. SUGGESTIONS 38-40
 INTRODUCTION
TOURISM INDUSTRY:-

• Tourism is defined and understood as the activity of travelling and touring. It is

basically a set of inter-connected activities of tourists while travelling to a
place. And, so tourism as an industry means and covers the same things but
from an economic and monetary point of view. Tourism is a very vast, vibrant,
dynamic and growth oriented industry. Tourism as an industry is the set of all
business activities which serves the needs tourists while they visit different
places by way of tourism, touring or travelling.

• Tourism industry can be defined as the set of industries which facilitate by

providing infrastructure and products and services and make possible
travelling for different purposes and travelling to places of leisure and business
interests. Tourism industry is all about providing necessary means to assist
tourists throughout their travelling. Tourism industry is and comprises of all
the companies which provide the products and services that are meant and
used by tourists at different stages of travel and tourism.
 HISTORY
Based on early records, we know that many cultures and nations moved great
armies and navies to conquer and control resources and trade routes. Although
military forces often traveled great distances, it was probably not until the
emergence of the Egyptian, Eastern Mediterranean, and Roman Empires that
travel began to evolve into tourism as we know it today.
Travel for leisure purposes has evolved from an experience reserved for very few
people into something enjoyed by many. Historically, the ability to travel was
reserved for royalty and the upper classes. From ancient Roman times through to
the 17th century, young men of high standing were encouraged to travel through
Europe on a “grand tour” (Chaney, 2000). Through the Middle Ages, many
societies encouraged the practice of religious pilgrimage, as reflected in Chaucer’s
Canterbury Tales and other literature. The word hospitality predates the use of the
word tourism, and first appeared in the 14th century. It is derived from the Latin
hospes, which encompasses the words guest, host, and foreigner (Latdict, 2014).
The word tourist appeared in print much later, in 1772 (Griffiths and Griffiths,
1772). William Theobald suggests that the word tour comes from Greek and Latin
words for circle and turn, and that tourism and tourist represent the activities of
circling away from home, and then returning (Theobald, 1998).
• The Empire Era
EVOLUTION
The point at which simple travel evolved into the more complex activities of
tourism is hard to identify. However, tourism as an industry probably began to
develop during this era. which stretched from the time of the Egyptians to the
Greeks and finally came to an end with the fall of the Roman Empire. During this
time, people began traveling in large numbers for governmental, commercial,
educational, and religious purposes out of both necessity and pleasure. The
Egyptian Kingdoms (4850–715 b.c.) were the first known civilization to have
consolidated governmental functions at centralized locations. Travel to these
locations by boat was particularly easy because travelers could use the Nile River,
which flowed northward but was constantly brushed by southward breezes.
Because oars were not needed, travel in either direction was relatively effortless.
Boats could go north with the current or south with sails. Greek Empire (900–200
b.c.) promoted the use of a common language throughout much of the
Mediterranean region, and the money of some Greek citys tates became accepted
as a common currency of exchange. The growth of the Roman Empire (500 b.c.–
a.d. 300) fostered expanded tourism opportunities for both middle-class and
wealthy citizens. Good roads and water routes made travel easy.
• The Middle Ages and the Renaissance Era
Travel almost disappeared during the Middle Ages (5th–14th centuries a.d.). As
the dominance of the Roman Empire crumbled, travel became dangerous and
sporadic. The feudal system that eventually replaced Roman rule resulted in
many different autonomous domains. This breakdown in a previously organized
and controlled society resulted in the fragmentation of transportation systems,
currencies, and languages, making travel a difficult and sometimes dangerous
experience.
• The Grand Tour Era
The Grand Tour Era (1613–1785), which marked the height of luxurious travel and
tourism activities, originated with the wealthy English and soon spread and
became fashionable among other individuals who had time and money. Travel,
and the knowledge provided by these travels, became a status symbol
representing the ultimate in social and educational experiences. Grand Tour
participants traveled throughout Europe, seeking to experience the cultures of
the “civilized world” and acquire knowledge through the arts and sciences of the
countries they visited. Their travels took them to a variety of locations in France,
Switzerland, Italy, and Germany for extended periods of time, often stretching
over many years.
• The Mobility Era
The Mobility Era (1800–1944) was characterized by increased travel to new and
familiar locations, both near and far. Tourism industry activities began to increase
as new roads, stagecoaches, passenger trains, and sailing ships became common
sights in the early 1800s. Great Britain and France developed extensive road and
railroad systems well before Canada and the United States. The growth and
development of roads and railroads helped to increase the availability of
transportation alternatives and reduced their costs, attracting more and more
people to the idea of travel. Thomas Cook (1808–1892) can be credited with
finally bringing travel to the general public by introducing the tour package. In
1841, he organized the first tour for a group of 570 people to attend a
temperance rally in Leicester, England. For the price of a shilling (12 pence), his
customers boarded a chartered train for the trip from Loughborough, complete
with a picnic lunch and brass band. The immediate success of his first venture
and the demand for more assistance in making travel arrangements led Cook into
the full-time business of providing travel services. The next major steps in the
Mobility Era were the introduction of automobiles and air travel.
• The Modern Era
But the means of mobility and an interest in seeing new places were not enough.
The seeds of mass tourism were planted during the first half of the 20th century
when industrialists such as George Westinghouse created the paid vacation,
believing that annual breaks from work for employees would increase
productivity. The working and middle classes in industrialized countries thus were
given the financial means and the time to satisfy their newfound wanderlust.
Indeed, at the dawn of the 21st century, most workers in virtually all
industrialized nations have several weeks of vacation time that they may choose
to spend traveling. Mass tourism received an additional boost after World War II
(which ended in 1945). During this war, millions of people throughout the world,
including over 17 million Canadian and U.S. citizens, were exposed to many new,
different, and even exotic locations as they served in a variety of military
assignments. Military service forced many people who had never traveled before
to do so, and they were eager to share their positive experiences with family and
friends when they returned home. Following the end of World War II, several
additional factors helped encourage the growth of tourism. Cars were again being
produced in large numbers; gas was no longer rationed; and prosperity began to
return to industrialized countries. The 20th-century phenomenon that came to
 be known as mass tourism now includes two different groups of travelers.15
These groups are classified as organization mass tourists who buy packaged tours
and follow an itinerary prepared and organized by tour operators. The second
group is classified as individual mass tourists. These travelers visit popular
attractions independently but use tourism services that are promoted through
the mass media. In addition, many travelers are now seeking more than just
going to a destination to be able to say “been there, done that.” They have a
desire to become truly immersed in all the destination has to offer and when able
to, give back through educational and volunteer programs. Well into the 21st
century, the tourism industry has proven to be full of opportunities and
challenges. Widespread Internet access, opening of previously closed
international borders, and increased wealth and mobility of citizens in
increasingly industrialized countries such as China and India are opening new
venues for travelers and providing millions more potential tourists. Even
countries such as Vietnam and Cuba that were once off limits to U.S. travelers are
experiencing explosive tourism growth.
 SCALE OF OPERATIONS
Size of the Industry-5 million annual foreign tourist arrivals and 562 million
domestic tourism visits.
Geographical distribution-Hyderabad, Assam, Delhi, Goa, Shimla, Jammu and
Kashmir, Shimoga, Kerala,Ajanta, Puri , Amritsar, Jaipur , Chennai , Varanasi,
Kolkata, etc
Output per annum - Increased 7 % per annum % in world market- 6.5% share
Market Capitalization-6.23% of GDP
India is the most digitally advanced traveller nation in terms of digital tools being
used for planning, booking, and experiencing a journey. India’s rising middle class
and increasing disposable income has supported the growth of domestic and
outbound tourism.During 2019, foreign tourist arrivals (FTAs) in India stood at
10.89 million, achieving a growth rate of 3.20% y-o-y. During 2019, FEEs from
tourism increased 4.8% y-o-y to Rs. 1,94,881 crore (US$ 29.96 billion). In 2019,
arrivals through e-Tourist Visa increased by 23.6% y-o-y to 2.9
million.International hotel chains are increasing their presence in the country,
and it will account for around 47% share in the tourism and hospitality sector of
India by 2020 and 50% by 2022.
MAJOR PLAYERS AND COMPETITORS
• Key Players in the Global Tourism Industry-

They include private and non-profit sector services, public sector services,
suppliers (transportation, accommodations, food and beverage services,
attractions, and events and conferences), intermediaries, and the customers
(tourists/travelers) themselves.

Key Players in Tourism Management-

•The Tourists;
•The Host Population;
•The Government (at all levels);
•The Tourism Industry;
•NGOs/ voluntary organizations ; and
•Media
Basic Responsibilities of Tourists:-
• To obey local laws and regulations
• Not to take part in activities which are illegal and being widely condemned
by the society
• Not to deliberately offend local religious beliefs or cultural norms of
behavior • Not to harm the local physical environment
• To minimize the use of scarce local resources
The Host Community
• Also termed as local/resident/destination community
• It can act as a major attraction for the tourists (cultural manifestations)
• Host community is heterogeneous not homogeneous, thus the importance
of different groups and vested interests needs to be recognized.
• May be passive recipients of tourists or actively involved in tourism, also in its
planning and management.

The Government
• Frequently referred to as the public sector
• Its role in tourism development depends on the type of government
(democratic or dictatorship) and the status (developed or developing) of the
country where the planning is involved.

The Tourism Industry

• In the tourism system, each zone contains tourism industry organizations.
• Although tourism industry is complex, there are many linkages between
different sectors. (tour operators and travel agents)
• Even competing organizations are linked. (Qantas and British Airways)
• Tourism industry manage their operations through the marketing mix (4+1
P’s of marketing)
• Early 21st century, tourism companies had become involved in creating
awareness of the possible negative impacts tourism may bring.
• This include recycling, promoting ‘green’ holidays, providing information on
environmentally sound activities for tourists and donating money for local
charities.
• Tourism industry has the ability to self-regulate

The NGOs
• Include pressure groups, voluntary trusts, some of which have charitable
status, and industry associations.

Media
• Has a key role in tourism planning and management
• Regular travel shows, travelog programs, newspapers with travel sections,
travel-related magazines and radio programmes, travel information on the web
• Guidebook-oldest form of literature concerned with travel
• Media can even create a tourist attraction
 List of Top 10 Travel Companies in India
• International Travel House Ltd
International Travel House Limited, India’s leading Travel Management
Company. International Travel House Limited (ITH) started operations in
1981 as India’s first publicly listed travel company.
Revenue: Rs 217.27 Cr
Market Cap: 61.96 Cr.
• TravelGuru
Travelguru is India’s leading travel website, offering you the best prices on
flights, hotels and holiday packages across India and the world.
Travelguru makes planning and buying a holiday or a business trip easy and
convenient. TravelGuru is the 9th Largest Travel Company in India.
• Expedia
Expedia is one of the fastest growing online travel portals in Asia, offering
travellers an extensive selection of hotels, activities and travel services to
meet every budget and activities of every kind at competitive rates.
•Goibibo
Goibibo is the largest online hotel booking engine in India and also one of the
leading air aggregators. Goibibo is also the number one ranked mobile app
under the travel category.Goibibo’s core value differentiator is delivery of the
fastest and the most trusted user experiences, be it in terms of quickest search
and booking, fastest payments, settlement and refund processes.
•SOTC Travel Limited
SOTC Travel Limited (Formerly SOTC Travel Pvt. Ltd.) is a step-down subsidiary
of Fairfax Financial Holdings Group; held through its Indian listed subsidiary,
Thomas Cook (India) Limited (TCIL).
SOTC India is a leading travel and tourism company active across various travel
segments including Leisure Travel, Incentive Travel, and Business Travel.
•Yatra Online Pvt Ltd
Yatra Online Pvt Ltd based in Gurgaon India is one of India’s leading online
travel companies and operates the website Yatra.com. The Company is ranked
5th in the list of Top 10 Travel Companies in India.
• MakeMyTrip-
MakeMyTrip is a pioneer in India’s online travel industry. Founded in the year 2000 by
Deep Kalra, MakeMyTrip came to life to empower the Indian traveler with instant
bookings and comprehensive choices.

• Mahindra Holidays & Resorts India Ltd-

Mahindra Holidays & Resorts India Ltd. (MHRIL), a part of the Leisure and Hospitality
sector of the Mahindra Group, offers quality family holidays primarily through vacation
ownership memberships and brings to the industry values such as reliability, trust and
customer satisfaction.

• Cox & Kings Ltd-

Cox & Kings is the longest established travel company in the world. Its India operations
are headquartered in Mumbai and have the status of a limited company. It has over 12
fully owned offices in India across key cities such as New Delhi, Chennai, Bangalore,
Kolkata, Ahmedabad, Kochi, Hyderabad, Pune, Goa, Nagpur, and Jaipur.

• Thomas Cook (India) Ltd-

Thomas Cook (India) Limited is a leading integrated travel and travel-related services
company with operations in 29 countries, across five continents through its Indian and
global subsidiaries and key investments. Headquartered in India, travel and travel-related financial
services companies in the Asia Pacific region.
MAJOR ETHICAL ISSUES FACED BY THE INDUSTRY
AS A WHOLE OR ANY PLAYER OR PLAYERS IN THE
INDUSTRY
The travel and tourism industry is a good example of the volatile industries. To
begin with, this industry is not immune from political, social and economic shifts.
Many of these factors are outside the control of travel companies and tourism
boards. However, being aware of the factors can enable people who have
invested in this industry to be more proactive and develop adaptive strategies
quickly. Some of the ethical issues faced by the travel and tourism industry
include the following:
1. Taxation
2. Travel marketing
3. Globalization
4. Cultural Impact
5. Exploitation of children
6. Distribution of Income
7. Environmental Destruction
8. Security
 TAXATION

Tourism is one of the sectors that governments heavily tax. If you glance
at the taxes paid on hotel rooms and airline tickets, you can get an idea
of the way taxation can negatively affect tourism. It is therefore
important for the travel and tourism industry to offer competitive prices
for its services and products. Governments should also realize that
tourists already contribute to local economies through purchases and
other expenditures associated with tourism.
 TRAVEL
MARKETING
Tourists or travelers can at times deem travel marketing to be
false, inadequate or exaggerated. Marketing entities can
change this perception by working towards creating
innovative marketing solutions so that they can attract
travelers. Travel marketers should also harness creativity and
technology. They should also pay attention to local content.
 GLOBALIZATIO
N locales. Due to global
Globalization has created less distinctive
standardization, indistinguishable products are found in every country. If
a person is traveling in order to learn or have an opportunity to explore
the different and unique, then the lack of unique products becomes a
tourism challenge. An example is that shopping malls all over the world
tend to offer matching products. Many travelers also find hotels to be so
standardized to the point that they almost forget the country in which
the hotel is located. Localization is vital. Therefore, travel firms and
tourism boards should know how to connect with foreign travelers. They
should create multilingual websites and use translation services.
 CULTURAL IMPACT
There are many ways that tourism can adversely affect culture.

Authenticity in tourism is often a controversial topic, as is globalisation. Tourists

should be mindful of local cultures, religions and customs and try not to offend
people during their travels too. It can hurt the sentiments of people and cause
problems which is a big issue faced by this industry.
 EXPLIOTATION OF CHILDREN
Sadly, children are exploited with the tourism industry more often than we care
to admit.
Have you ever bought an item from a kid who is a street seller?
If the answer is yes, then you are helping to fuel this exploitation…. if the parents
know that their kids can make money from tourism, they will continue to keep
them out of school and working on the streets. There are many jobs that kids do
that are indirectly linked to the tourism industry too. From working in factories to
farm work to begging, to sex tourism.
 DISTRIBUTION OF INCOME
There is lots of money to be made in tourism. However, the income is rarely
distributed evenly.
More often than not, the vast majority of wealth made from tourism goes to
large, Western corporations. Even if we concentrate on an area of tourism that is
in the developing world, much of the income from tourism is still swallowed up
by international organisations, known as economic leakage.
Inherently, most of the jobs in the travel and tourism industry pay low
salaries. Think- the chef in your hotel restaurant, the maids who clean your beds
and the theme park ride operator at the fun fair. None of these people are likely
to be paid high salaries.
Tourism can also cause other negative economic impacts, such as gentrification
(when local people are pushed out of the area that they have traditionally lived in
because the cost of living has risen too much). Tourism can encourage theft,
gambling and cause people to leave their traditional methods of income
generation behind (such as farming) in exchange for tourism.
 ENVIRONMENTAL DESTRUCTION
It’s ironic really that tourism all too often destroys the environment that it relies
on.
For tourism to be ethical, stakeholders need to ensure that any damage to the
environment is minimised. This includes a range of aspects such as reducing CO2
emissions to picking up litter to reducing the amount of plastic that we use.
The tourism industry is known to use and abuse local areas and resources. This is
often at the detriment of the local population.
Take golf tourism, for example. Golf courses require a huge amount of water in
order to be maintained. In some parts of the world, where there are water
shortages, this means that local people may go without essential water needed
for cooking, washing etc at the expense of the tourism industry.
 SECURITY
Although security is a major challenge to the travel and tourism industry, many industry
leaders have failed to confront security issues. A majority of tourism offices or visitor and
convention bureaus lack or have almost no contact with law enforcement departments.
Many police departments also lack officers who are trained in tourism oriented policing or
protection services. It is vital for industry players to work towards creating a better security
infrastructure for travelers.

Despite these challenges, the travel and tourism industry is growing and offers many
employment opportunities. If you are looking forward to pursuing a career in this industry,
taking travel and tourism courses is a step in the right direction. You can take such courses
in a reputable travel tourism academy like the Blue Whale Academy. This academy has
trained students pursuing careers in travel and hospitality for many years.
The Blue Whale Academy is recognized in the travel and tourism industry for offering
intensive professional training and for providing the students with a platform that enables
them to find employment at various levels in this industry. This is the best institute for MBA
in travel and tourism. At Blue Whale we have trained hundreds of students in a number or
short term and long term courses. This includes university programs like MBA and BBA. We
also have an excellent track record when it comes to job placement for our students.
 CORRECTIVE MEASURES
• For taxation issues-
Some of the export promotion incentives espoused through the Foreign Trade
Policy are also applicable to the Tourism Sector. However it is seen that the utility
of these incentives/ export promotion schemes are limited considering the
dynamics of the industry and the way the schemes are structured. The export
promotion schemes that find utility in the tourism sector are as follows
Served from India Scheme - Service providers are entitled to duty credit scrip’s at
the rate of 10 per cent of net free foreign exchange earned during a financial
year. Hotels, travel agents, tour operators or tourist transport operators and
companies owning/operating golf resorts having SFIS scrip can import or
domestically procure motor cars, SUVs and all purpose vehicles using the same
for payment of duties. These scripts can be used for imports of consumables like
food and alcoholic beverages.
Market Development Assistance Scheme - This scheme helps exporters for export
promotion activities in foreign countries by assisting the hoteliers, travel agents,
tour operators, tourist transport operators, approved by the Ministry of Tourism
• For exaggerated travel marketing-
Not omitting key information-All relevant information, including significant conditions to an
offer, should be made clear in the ad itself. These should be stated close, or clearly linked, to
the main claim. Significant conditions will vary depending on the circumstances, and we
have further guidance on Promotional Marketing if you’re looking for more detail.Making
sure their pricing is clear-Pricing should relate to the product advertised, and include all
non-optional charges (such as VAT and booking fees). We recently produced new guidance
for secondary ticket providers and updated our guidance for the travel sector, and we have
specific guidance for other sectors too, but the main principles apply across all sectors.
Also, don't forget about delivery charges. Not exaggerating the capability or performance of
a products- Advertising is all about presenting a product in the best possible light, but don’t
over-claim in a way that’s likely to mislead. Obvious exaggerations that the average
consumer is unlikely to take literally (and that are unlikely to mislead) are allowed though.
Ensuring any qualifications are clear- Qualifying text (small print or footnotes) can be used
to clarify a claim in an ad, but don’t use it to hide important information or in a way that
misleadingly contradicts the headline claim. For example, it's often contradictory to claim
"X% Off Everything!*" and then qualify this with "*exclusions apply". Having the evidence to
back up your claims- Remember that before you run an ad, you should hold adequate
evidence to support all objective claims or those that are capable of objective
substantiation, bearing in mind the impression consumers are likely to take from the ad. The
level of evidence that is required will depend on the type of claim being made and the
product in question.
• For globalization-
We can assess the impact of globalization on tourism from a number of
perspectives. Here, we will discuss five examples: global mobility and ease of
travel; population and demographic trends; terrorism, safety, and security;
increased awareness of new destinations; and poverty.
3. Global Mobility and Ease of Travel
4. The advances made in transportation that have enabled global mobility are
particularly significant. Modern aircraft, cruise ships, trains, and other modes of
transport allow people to move quickly and relatively cheaply. Aircraft such as the
Boeing 787 Dreamliner have opened new routes by creating an aircraft capable of
flying “long haul” distances with a larger passenger load. Fast trains, road
systems, and even city bike rental programs enable people to move, tour, and
explore the world. These changes have allowed more people to travel more often
in less time.
• For security issues-
Rather than managing crises in a reactive way, we should consider ways to be
more proactive and look at how to implement the right measures to avoid them.
This presents great opportunities for the industry and policy-makers to develop
solutions to enhance security while enabling seamless travel. To do this, we
should not only enhance the current framework in which we operate, but also
come up with innovative solutions and new models for travel. Within the current
travel framework, we could implement comprehensive technologically enabled
solutions to enhance security and efficiency, ranging from re-envisioning the
future of checkpoints and border controls to the improvement of data analytics
tools and the application of e-visas, regional visa agreements and the expansion
of trusted traveller programmes.
• For Environmental Destruction-
Major cleanliness campaign under the Swachh Bharat movement for protecting
and preserving the sanctity of monuments of national heritage. The ministry has
also launched a special e-poster with Prime Minister’s message requesting the
tourists and the people of the nation to wholeheartedly engage themselves in the
cleanliness of their surroundings and help create a Swachh Bharat, Swachh
Smarak.
• For Exploitation of children-
Ministry has adopted a code of conduct for safe tourism, which contains a set of
guidelines to encourage tourism activities to be undertaken with respect to basic
rights like dignity, safety and freedom from exploitation of both tourists and local
residents, in particular women and children.
a) Guidelines on safety for states for travellers have been formulated.)
b) Precautions to be taken during pre-travel arrangements.
c) c) Travel information on calamities/situations by the State Government.
d) d) Identifying, locating tourists in times of emergency.
e) e) Government communication and inter-agency coordination.
f) f) Regulations of service providers (Transport Services, Accommodation
Sector).
g) ) Regulating leisure and recreational services including adventure sports.
h) h) Address insolvencies and dispute settlement.
• For Cultural impact-
The Ministry of Culture is the vast repository of Indian heritage in which Tourism
Industry ishighly depending on. For example, the National Archives of India is the
custodian of therecords of enduring value of the Government of India.
Established on 11 March 1891 atCalcutta (Kolkata) as the Imperial Records
Department, the National Archives of Indiais the custodian of the records of
enduring value. It is the biggest archival repository inSouth Asia. Therefore, the
professional dealing with the Tourism Industry must have to beacquainted with
the following Laws which determine the success of Tourism Industry,
• The Treasure Trove Act, 1878
• The Ancient Monuments Preservation Act, 1904
• The Ancient Monuments and Archaeological Sites Remains Act, 1958
• The Ancient Monuments and Archaeological Sites Remains Rules, 1959
• The Antiquities and Art Treasures Act, 1972
• The Antiquities and Art Treasures Rules, 1973
 SUGGESTIONS
• Ethical tourism-
Ethical tourism and responsible tourism mean thinking about the consequences
of your actions as a tourist on the environment, local people and local economy.
Some places in the world really benefit from tourism and for some communities
the tourist trade is the main source of income and jobs.Ethical tourism is
becoming more important in the tourist industry, with campaigns to raise
awareness of the benefits of responsible holiday making and treating your area of
visit with respect.
• Sustainable Tourism-
According to the World Tourism Organization, sustainable tourism is “Tourism
that takes full account of its current and future economic, social and
environmental impacts, addressing the needs of visitors, the industry, the
environment, and host communities. Thus, sustainable tourism should:
1) Make optimal use of environmental resources that constitute a key element in
tourism development, maintaining essential ecological processes and helping to
conserve natural heritage and
2) Respect the socio-cultural authenticity of host communities, conserve their
built and living cultural heritage and traditional values, and contribute to inter-
cultural understanding and tolerance.
3) Ensure viable, long-term economic operations, providing socio-economic
benefits to all stakeholders that are fairly distributed, including stable
employment and income-earning opportunities and social services to host
communities, and contributing to poverty alleviation.
Sustainable tourism development requires the informed participation of all
relevant stakeholders, as well as strong political leadership to ensure wide
participation and consensus building. Achieving sustainable tourism is a
continuous process and it requires constant monitoring of impacts, introducing
the necessary preventive and/or corrective measures whenever necessary.
Sustainable tourism should also maintain a high level of tourist satisfaction and
ensure a meaningful experience to the tourists, raising their awareness about
sustainability issues and promoting sustainable tourism practices amongst them.