The World Travel & Tourism Council (WTTC), which represents the global Travel & Tourism private sector has unveiled the latest set of measures designed to rebuild global consumer confidence, reduce risk, and encourage the return of Safe Travel.

WTTC held detailed discussions with key stakeholders and organizations to ensure maximum buy-in, alignment, and practical implementation. Their latest protocols for the global Travel & Tourism sector focus on measures to ensure the reopening of adventure tourism, which should see an increase in popularity as travelers seek more unique experiences post COVID-19. It is set to help determine clear expectations of what travelers can experience in the ‘new normal’ which offers safe environments as travel restrictions are eased.

The protocols are backed by the United Nations World Tourism Organization (UNWTO) and follow the guidelines from the World Health Organisation (WHO) and the Centre for Disease Control and Prevention (CDC). Furthermore, they were compiled on the basis of insights and frameworks developed by the Adventure Travel Trade Association (ATTA), in collaboration with a number of key tour operators in the segment such as Abercrombie & Kent, Eurotur, Intrepid, and The Travel Corporation (TTC), to support the safe, healthy and responsible restart of adventure tourism around the world. 

Gloria Guevara, WTTC President & CEO, said, “Adventure tourism is becoming increasingly popular amongst travelers and will represent a key component to travel in the new normal. According to our recently launched COVID-19 Travel Demand Recovery Dashboard, it is also one of the fastest-growing segments, which is why it is vital to establish measures allowing safe travels for adventure travelers. Consumer confidence is crucial for Travel & Tourism to resume. We know travelers will want to explore the world around them once more, so long as they are confident in their safety. The return of Travel & Tourism will help power the world’s much-needed economic recovery, which is why these protocols are so important.”

We would like to pay tribute to all those companies in the global private sector who have stepped forward and rallied around in support of the WTTC Safe Travels protocols. They create the consistency needed to allow a re-invigorated Travel & Tourism sector to re-open for business. The expertise from businesses large and small has contributed to defining the new experience for travelers, and these robust global measures have been embraced around the world.” he added.

Shannon Stowell, ATTA CEO, said “As tourism professionals, our priority now is to see adventure travel come back strong, resilient and sustainably.  WTTC and ATTA collaborating on global guidelines for adventure travel are a significant effort to support companies worldwide in re-opening as quickly and safely as possible.

WTTC divided the new guidance into four pillars including operational and staff preparedness; delivering a safe experience; rebuilding trust and confidence, and implementing enabling policies.

WTTC has previously issued details safe travel protocols for aviation, airlines, MICE, tour operators, hospitality, outdoor retail, attractions, car hire, and short-term rental, which were widely endorsed and supported by top CEOs and business leaders globally.

It has also unveiled its landmark new global safety stamp to encourage Safe Travels and the reopening of the Travel & Tourism sector.

Evidence from WTTC’s Crisis Readiness report, which looked at 90 different types of crises, highlights the importance of public-private cooperation to ensure that smart policies and effective communities are in place to enable a more resilient Travel & Tourism sector.

According to WTTC’s 2020 Economic Impact Report, during 2019, Travel & Tourism was responsible for one in 10 jobs (330 million total), making a 10.3% contribution to global GDP and generating one in four of all new jobs.

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