Jamie Wortley, Vice President of Communications at the World Travel & Tourism Council (WTTC), discusses sustainable growth, workforce renewal, and innovation in the sector.
As many destinations struggle with overtourism, how do you see the industry balancing growth in demand with sustainable visitor management?
While overcrowding is often seen as a Travel & Tourism problem, many of the real pressures come from deeper issues such as underinvestment in infrastructure, poor planning, and fragmented decision-making. These challenges affect both residents and visitors and need joined-up solutions.
Our recent report, Managing Destination Overcrowding: A Call to Action, makes clear that there’s no simple fix to the problem. The report urges governments, local leaders, and businesses to work together to support both communities and visitors. Growth and sustainability are not opposing forces; when managed well, they reinforce one another.
With younger generations often prioritising flexibility and work-life balance, the tourism sector is still facing labour shortages post-pandemic. What can be done to attract skilled talent back into the industry?
We need to change perceptions of what a career in Travel & Tourism offers. This is a sector of opportunity, creativity, and global mobility. Employers are increasingly offering flexibility, skills development, and clearer career pathways. WTTC is working with Members to promote training initiatives that align with future needs, including digital, green, and management skills, ensuring young people see this as a sector to build a lifelong career, not just a short-term job.
What is WTTC’s long-term vision for ensuring that travel and tourism remains both a driver of economic growth and a force for good for communities and the planet?
Our vision is for Travel & Tourism to grow in harmony with people and the planet. That means decarbonising operations, protecting nature, and ensuring local communities benefit directly from visitors. We want jobs to be sustainable, inclusive, and future-ready.
Can you tell us more about WTTC’s Hotel Sustainability Basics initiative? How do you address concerns that sustainability initiatives may increase operating costs for smaller operators?
Hotel Sustainability Basics is a globally recognised, entry-level sustainability verification for accommodation providers of all sizes. It focuses on twelve achievable actions, from reducing energy use to supporting local sourcing, that make good business sense. These measures often cut costs over time through efficiency gains. Over 4,000 properties worldwide have already adopted Basics, demonstrating that sustainability isn’t a luxury, it’s essential for resilience.
For over three decades, WTTC has been a leading voice for an industry that fuels global growth, jobs, and cultural exchange. Representing more than 200 of the world’s foremost Travel & Tourism companies, the non-profit organisation conducts extensive research across 184 countries to inform policy and promote sustainable development. Its latest report, “The Future of Work in Travel & Tourism“, explores skills shortages, shifting demographics, and the rise of AI, and how the industry can adapt. The WTM Ministers’ summit is hosted in partnership with UN Tourism and WTTC.
To read more WTTC insights and full reports: https://wttc.org/reports-insights
