The Future of Tourism Coalition – founded by The Global Sustainable Tourism Council (GSTC) – is a collaborative effort to outline a new, more sustainable direction for tourism. The Coalition is following a shared global mission: to place destination needs at the centre of tourism’s new future. Looking ahead to 2026, the organisation expresses hope that travel and tourism businesses can line up around a path forward for a more sustainable future for tourism. The 2026 objectives are:
- Destinations leading with community at the centre. Local voices must have authority in shaping tourism development and visitor experiences.
- A decisive shift from words to measurable action, backed by transparent goals, public reporting, and investments that drive systemic change.
- Tourism can and should play a central role in restoring regenerative agriculture to biodiversity protection for heritage preservation.
- The industry will work more collaboratively across public, private, and civil society partners to advance shared solutions.
- Prioritize quality over volume, and support models that distribute benefits widely and equitably.
- Education that inspires behaviour change in order to empower people to travel responsibly and to understand the impact of their choices.
- A renewed commitment and sustained investment in the nonprofits, researchers, coalitions, and civil society leaders whose independent voices keep our industry accountable and moving toward a more just future.
The Coalition anticipates the coming year as a turning point defined not by short-term recovery, but by long-term resilience, shared prosperity, and a renewed commitment to protecting the places and cultures that make travel meaningful.
