T3’s interview with Liz Ortiguera, Managing Director-Asia-Pacific and Sr Advisor to CEO, World Travel & Tourism Council (WTTC) delves into the transformative forces at play, including Asia’s growing influence and a noticeable shift towards sustainable tourism. Notably, India, with its rapidly developing infrastructure and burgeoning middle class, is positioning itself as a global tourism leader. Ortiguera underscores that a crucial strategy for the country’s tourism future is rooted in capacity building and the integration of sustainable practices. As she prepares to be the keynote speaker at the upcoming ITB Asia in Singapore, she also highlights key global travel trends and asserts that the future of travel presents exciting opportunities, with India poised to lead this evolution.
Q: How do you envision the economic recovery of the global tourism sector, and what role do you think emerging markets, such as India, will play in this resurgence?
The global tourism sector is showing strong signs of recovery, and the Asia-Pacific region is set to lead this resurgence over the next decade. According to WTTC’s Economic Impact Report, the Travel & Tourism sector has returned to 2019 GDP levels, and we project robust growth in this region, from US$3.2 trillion this year to US$5.8 trillion over the next decade, a compound annual growth rate of 6.1%. Emerging markets, like India, will be instrumental in driving this momentum.
India’s contribution to this recovery is especially exciting. The country is set to become the world’s fourth-largest tourism economy by 2034, moving up from its current position as the eighth largest. This growth is fuelled by several factors: expanding infrastructure, including new airports and modernised rail systems; a rising middle class with increasing disposable income; and a domestic travel boom that is unlocking new destinations within India itself.
With its rich cultural heritage and growing travel appetite, India is poised to play a leading role in shaping global tourism’s future. As it continues to develop its tourism infrastructure and promote sustainable, inclusive growth, India will not only attract more international visitors but also set a new benchmark for emerging markets worldwide.
Q: How do you see the APAC balancing rapid tourism growth with the need for sustainability, particularly considering the post-pandemic recovery?
The Asia-Pacific region is at a critical crossroads, where rapid tourism growth and sustainability must go hand in hand. The post-pandemic recovery has given us a unique chance to redefine the tourism model, making it more resilient and responsible. Over the last few years, industry stakeholders, from Destination Management Organisations (DMOs) to hotel operators and tour companies, have increasingly recognised the need to embed sustainability into their operations, whether through environmental measures, better destination management, or practices that support local communities.
However, the adoption of these practices needs to accelerate if we are to keep up with the region’s rapid tourism growth. Savvy investors and governments must recognise that their properties and destinations are valuable assets that require careful management to maintain their appeal and community support. The challenge now is to quickly share best practices and build a framework for sustainable growth that not only benefits the industry but also the destinations themselves.
Q: Could you highlight the top three trends you believe will shape the global travel and tourism industry over the next five years?
The first trend is the growing focus on destination management and the promotion of emerging destinations. With places like parts of Europe, Bali, and Japan facing overcrowding, there’s a shift toward better managing established destinations and guiding travellers to lesser-known spots. This approach reduces strain and opens new opportunities. The second trend is Asia’s rising influence. We’re seeing a surge in Asian aesthetics, cuisine, and hospitality globally, fuelled by rapidly growing markets like China and India. This shift will redefine tourism dynamics, with Asia taking centre stage.
Lastly, holistic wellness travel is evolving, blending Eastern and Western practices for a more meaningful experience. It’s about integrating wellness with cultural immersion, offering travellers deeper connections with both them and the destination.
Q. In your view, what does truly sustainable travel look like, and how can destinations in Asia-Pacific, including India, align their policies to achieve long-term sustainability goals?
For me, truly sustainable travel is more than a buzzword—it’s a comprehensive approach that balances economic growth, environmental preservation, and social well-being. It ensures that the benefits of tourism are shared equitably, both now and for future generations, without depleting the natural and cultural resources of a destination.
A genuinely sustainable travel model respects the environment, minimises its ecological footprint, and actively engages local communities in tourism planning. It should also protect and promote the unique culture and heritage of a destination, while responsibly managing visitor numbers to prevent over-tourism. To achieve this in Asia-Pacific, including India, we need integrated policy frameworks that align with global standards, investment in green infrastructure, and community-centric development.
Q. Given India’s focus on developing niche tourism segments, what strategies could help position the country as a global leader in these areas?
India has already made a mark in luxury hospitality, often topping global travel awards. To expand this leadership into niche segments like eco-tourism, heritage tourism, rural tourism, and wellness tourism, a multi-pronged strategy is essential. First, India needs to build comprehensive, sustainable infrastructure that supports diverse experiences—from eco-friendly accommodations in rural areas to accessible heritage sites. This will lay the groundwork for a high-quality visitor experience.
Next, the country should create unique, signature tourism products—like curated heritage trails, immersive rural experiences, and holistic wellness retreats—that showcase its cultural and natural diversity. This should be supported by robust regulations and quality standards to ensure safety, integrity, and sustainability. Finally, enhanced global marketing will be key to raising awareness and attracting discerning travellers who are looking for authentic experiences beyond the typical tourist circuit. Addressing safety and comfort concerns is also crucial to reassure international travellers and foster a positive perception of India as a destination.
Q: Eyeing a better future of sustainable travel, what advice would you give to industry stakeholders in India?
What excites me most about sustainable travel is its potential to be a real force for good. It’s no longer just about making a profit; it’s about creating a model that prioritises environmental stewardship, cultural preservation, and community well-being. This transformation has the power to uplift communities, protect natural habitats, and preserve cultures, all while offering travellers deeper, more meaningful experiences.
For industry stakeholders in India, my advice is to champion authenticity and integrity. Create experiences that are genuine and rooted in India’s rich cultural and natural heritage. Invest in capacity building to empower local communities and tourism professionals, ensuring that they have the skills and knowledge to implement sustainable practices. Embrace best practices that focus on environmental responsibility and community benefits, and adopt a strategic, long-term approach to managing destinations. India has the potential to become a global leader in sustainable tourism, offering unparalleled experiences that not only attract visitors but also preserve and enrich the country’s unique heritage.
