The past year has certainly been a difficult time for the tourism industry. Tourism generates 1 in 10 jobs around the world – and a far higher proportion in many communities. Many businesses have needed to adapt in the short term, and likely in the long term to stay open.
However, the tourism industry will recover. Better times will come. We are launching The Guide now, so that as business returns, we can help shift travellers towards travelling responsibly – by booking direct with the businesses they visit. It’s more important than ever that traveller spending stays within local communities, rather than funding high commission rates set by online travel agents.
The Guide will be built with the collective knowledge of thousands of independent tourism businesses, and this is a positive step we can all take while we are spending less time with guests. The Guide will help businesses to recover by helping them find guests – and will help travellers to discover where to stay, what to do, and uncover emerging destinations they might otherwise miss.