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This paper presents an overview and analysis of the core themes, discussions, and strategic directions from the World Tourism Conference (WTC) 2022, held in Kota Kinabalu, Sabah, Malaysia. Under the theme “Tourism Futures Reimagined,” the conference focused on re-evaluating the tourism industry in the wake of the COVID-19 pandemic, exploring sustainable recovery models, and identifying new opportunities within a changing global landscape
The discussions emphasized the necessity of sustainable tourism, Environmental, Social, and Governance (ESG) factors, technological innovation, and the role of local communities in shaping a resilient and inclusive future for the global tourism sector.
Introduction
The global tourism industry has faced unprecedented challenges due to the COVID-19 pandemic, leading to profound individual, social, and economic impacts. In this recovery context, “rethinking and reimagining tourism for the future” has become a strategic imperative. The World Tourism Conference (WTC) 2022, the sixth edition of this triennial event, was held at the Sabah International Convention Centre in Kota Kinabalu, Malaysia.
The event was co-organized by the Ministry of Tourism, Arts and Culture of Malaysia and the United Nations World Tourism Organization (UNWTO), with support from the Sabah state government and its related agencies. The conference gathered over 1,000 delegates from 60 countries, including policymakers, industry experts, academics, and leaders.
Its primary objective was to create a platform for discussing and presenting strategies, trends, opportunities, and challenges in shaping the future of the industry.
Context and Theme of WTC 2022
WTC 2022 was hosted in Kota Kinabalu, Sabah – a destination known as “the land below the wind” and the “charming paradise” of Malaysian Borneo. This was the second time Kota Kinabalu hosted the event in 12 years, affirming its status as a major tourism destination and a gateway for travelers.
This year’s conference theme was “Tourism Futures Reimagined.” This theme is particularly significant as the industry seeks to reflect, reset, and review the lessons learned from challenging times to move towards a more sustainable future. It reflects the collective mission of tourism stakeholders to approach the sector from innovative and transformative perspectives to deliver practical solutions for the future.
Key Themes and Discussions
Post-Pandemic Recovery and Resilience of the Tourism Industry
Speakers at WTC 2022 highlighted the industry’s recovery following the pandemic. The latest data from the UNWTO revealed that international tourist arrivals doubled in the first nine months of 2022 compared to the same period the previous year, reaching 62% of pre-pandemic levels and projected to reach 65% by year-end. This recovery presents an opportunity to reimagine the industry, transitioning towards a more sustainable and resilient form of tourism.
- Paradigm Shift: The boundaries between work, home, leisure, and travel are increasingly blurred, demanding greater cross-sectoral collaboration with transport, health, security, and urban planning to enhance the quality of life for both tourists and residents.
- Recovery Expectations: Despite facing global economic challenges such as geopolitical conflicts, rising interest rates, and escalating commodity prices, experts remain optimistic about the steady recovery of the tourism sector, building on its proven resilience.
Sustainable Tourism and Environmental, Social, and Governance (ESG)
Sustainability was a cross-cutting theme at the conference, regarded as the foundation for future recovery and growth.
- Quality Tourism: Consumers are increasingly interested in sustainable tourism, and companies are adopting science-based targets and net-zero strategies from governments, shifting towards a quality tourism business model driven by higher-spending travelers.
- In-depth Sessions: The conference featured five impactful sessions focusing on future scenarios and potential pathways for change, emerging niche markets (including digital nomads), as well as ESG and impact investment opportunities.
- Scientific Perspective: The keynote address by Professor Dr. Chemist Dr. Muslin Mokhtar from the United Nations Sustainable Development Solutions Network (UNSDSN) Asia, offered a scientific perspective on promoting sustainable tourism recovery, including energy transition and carbon neutrality.
- Green Hospitality Management Practices: The need to develop sustainable tourism is paramount; business-as-usual is no longer an option. Professor Mokhtar emphasized building back better and greener, citing examples of green hospitality management practices that consider environmental, economic, and social aspects.
- Policy Alignment: Activities must align with national policies (such as the New Energy Policy 2040, the Water Sector Transformation Plan WST 2040, and the National Tourism Policy), regional initiatives (ASEAN Tourism Strategic Plan), and global goals (Sustainable Development Goals – SDGs).
- Carbon Footprint and Carrying Capacity: Discussions covered the ecological footprint and “Country Overshoot Day,” highlighting the impact of development on ecological resources. Transportation, particularly aviation, was identified as the largest contributor to the global tourism carbon footprint (49%).
- Low-Carbon Cities and Islands: Many countries and states are promoting “Low-Carbon Island” and “Low-Carbon City” initiatives in key tourist destinations.
- Ecotourism: Sabah was praised for successfully balancing conservation and nature-based tourism, maintaining 55% forest cover. Examples include the “Heart of Borneo” program, the UNESCO World Heritage-listed Kinabalu Park, and the Maliau Basin Conservation Area.
- ESG Reporting: Companies listed on Bursa Malaysia are encouraged (and will soon be required) to implement ESG reporting, as companies with ESG initiatives and reports often perform better, even during the pandemic.
Emerging Niche Markets and Opportunities
The pandemic has opened up new opportunities and niche markets.
- Digital Nomads: Sessions explored emerging niche markets, including digital nomads.
- Community-Based Tourism: Initiatives like the community-based rural tourism (CBRT) program in Sabah have yielded positive results, improving economic livelihoods and enhancing the state’s tourism products. The Bario-Kiulu community ecotourism cooperative was recognized by the UNWTO as one of the Best Tourism Villages in 2021.
- Islamic Tourism: The Islamic Tourism Centre was highlighted as a special niche market, with non-Muslim countries like Japan and Thailand developing innovative facilities and services for travelers seeking Halal options.
- Infrastructure Development and Connectivity: Sabah has allocated MYR 134.5 million to its Ministry of Tourism, Culture, and Environment for tourism development, including upgrading facilities and developing human capital for community-based tourism. The establishment of the Sabah Convention Bureau (SCB) in 2023 is expected to boost the tourism industry through business events.
Challenges and Solutions
Challenges such as labor shortages, geopolitical conflicts, rising interest rates, inflation, and climate change (e.g., flooding) persist.
- Labor Shortages: The departure of employees during the pandemic and difficulties in re-hiring is a major challenge. Financial mechanisms and innovation are needed to retain staff during future crises, with support from the government, private sector, and insurance companies.
- Multi-Helix Cooperation: Solutions require multi-helix cooperation among the government, private sector, academia, and communities. Examples of profit-sharing with indigenous communities in Peru and conservation initiatives in the Galapagos were highlighted.
- Technology and Innovation: Tools like smartphone-based “smart guides” and technology are crucial for enhancing the tourist experience and managing visitor flows.
- Disaster Preparedness: There is a need for better preparation for natural disasters, not just responding but being better prepared to withstand floods, droughts, and other impacts of climate change.
- Health and Safety Systems: Today’s travelers expect destinations to provide good health and medical care, especially in case of unexpected illness.
- Human Capital Development: Upskilling, reskilling local communities, and strengthening lifelong learning are crucial for adapting to new and emerging skills.
Sabah’s Role in Sustainable Tourism
Sabah has demonstrated a strong commitment to sustainable and resilient tourism.
- SMJ Development Plan: Sabah’s 5-year development plan (SMJ) focuses on agriculture, industry, and tourism, with an emphasis on human capital, people’s well-being, connectivity, green infrastructure, and sustainable networks.
- Conservation Achievements: Areas like Kinabalu Park have achieved UNESCO’s “Triple Crown” status, becoming a World Heritage Site, Biosphere Reserve, and UNESCO Global Geopark. Sabah has also succeeded in converting former mining areas into potential green tourism destinations.
- Culture and Identity: Sabah boasts a rich cultural diversity across its 27 districts and 11 subdivisions, showcased through local handicrafts like the “Pindolonan” bead lanyards made by the Murut community, as well as cultural and fashion events. The state is praised for its tolerance and peace among more than 30 ethnic minorities.
Conclusion
WTC 2022 served as a critical forum for reshaping the future of tourism in the post-pandemic era. The discussions affirmed that “business as usual” is no longer a viable option. Instead, a shift towards sustainable, inclusive, and resilient tourism models, grounded in ESG principles and innovation, is necessary. Sabah’s commitment to sustainable and community-based tourism initiatives demonstrates a promising path forward.
Achieving a sustainable and resilient tourism future will require multi-sectoral collaboration, continuous innovation, and the active participation of all stakeholders, ensuring that no one is left behind.
