Travel & Tourism is by any measure a massive modern day
industry - in the same league as cars, oil, telecommunication and
agriculture. It drives trillions of dollars in GNP, underpins
millions of jobs, makes international business function and is the
essence of leisure and happiness. In short it has to be one of the
most significant sectors of the world economy. Yet all too often
its role and potential is underestimated when it comes to global
and national socio-economic policy and practice. This book explores
why the industry is misperceived and how it can take its rightful
leadership place in the transformation to the new green economy.
Green Growth and Travelism: Letters from Leaders is the first hard
hitting publication to look practically into these issues by taking
the views of 46 government, industry and civil society thought
leaders on the challenges, opportunities and solutions. First the
authors explore Green Growth as the new geopolitical paradigm to
respond to the big social, economic, environment and climate
challenges of today and the population driven resource challenges
of tomorrow. They then analyze how Travelism - the Travel and
Tourism value chain - transport, hospitality and the various
industries that support our inexorable urge to move around this
planet - can more effectively contribute to a positive long-term
societal transformation. Taking this viewpoint, the 'Letters from
Leaders' provides real evidence of the actions, viewpoints and
hopes of those at the frontline. With a foreword from Maurice
Strong, architect of the 1992 Rio Earth Summit and Agenda 21, it
includes contributions by thought leaders from inside and outside
the sector such as Lyonchhen Jigmi Y. Thinley (Prime Minister of
Bhutan), Thomas Enders (CEO of EADS), Tony Tyler (Director General
& CEO IATA), Taleb Rifai (Secretary General UNWTO), Sir Richard
Branson (Chairman Virgin Group), Shanzhong Zhu (Vice Chairman
CNTA), Akbar Al Baker (CEO Qatar Airways), Marthinus Van Schalkwyk
(Minister Tourism South Africa), Gerald Lawless (Executive Chairman
Jumeirah Group), James Hogan (President & CEO Etihad Airways),
Patricia Francis (Executive Director ITC), David P. Scowsill
(President & CEO, WTTC), Giovanni Bisignani (Chairman WEF
Global Agenda Council ATT), Supachai Panitchpakdi
(Secretary-General, UNCTAD), Raymond Benjamin (Secretary General,
ICAO) and Gloria Guevara (Secretary Tourism, Mexico) and a host of
others. Researched at Victoria University, Melbourne, Australia and
Oxford Brookes University, UK.
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