The new body will focus on measures to protect and empower host communities who want a long-term ‘sustainable’ relationship with tourism that respects their cultural values
THE WTACH is the brainchild of its founder and CEO, Chris Flynn, a former director for the Pacific region at the Pacific Asia Travel Association, a role he held for 15 years.
He says emerging tourism destinations need more help. While there are overtourism abuses in economically developed, highly regulated destinations, Flynn argues that it is in lesser economically developed destinations where overtourism has disproportionately greater negative impact.
Tourism meltdown locations
“WTACH works with destinations to provide development strategies and policy framework recommendations to avoid the kind of tourism meltdown we are seeing at Angkor Wat, Phi Phi Island and Mt Everest,” says Flynn.
WTACH’s position is that tourism needs to respect host communities and their cultural and heritage assets by adhering to a framework that has the host community at its heart.
“It’s time for the tourism industry to take step back and look at the long term impact of its decision making,” says Flynn.
Social media and mobile devices aren’t helping. Carolyn Childs, CEO of MyTravelResearch.com, and a member of the WTACH advisory specialising in analysing data and trends, says it is no coincidence that WTACH is being born at a time when ‘selfie’ culture and the promotion of ‘Instagramable’ travel is sweeping the world.
“A unique image can ‘create’ a destination in moments – often leaving it unprepared or wrong-footed,” says Childs. “This is particularly true if the image runs counter to cultural values. It risks tourism losing its ‘social licence’ with host communities. Ironically, these ‘instadestinations’ risk destroying the very thing travellers are seeking,” she warns.
The desire for ‘authenticity’ in travel is also problematic. Childs cites an AirBnB survey which found that over 80% of millennial travellers (and 93% of Chinese millennials) seek a “unique” experience and want to “live like locals” while on holiday.
“The pressure on destinations and tour operators to find and monetise ‘unique’ and ‘authentic’ experiences will only increase as both millennial and mature travellers work through their ‘been there done that’ bucket lists,” she says.
“Having the right frameworks in place help communities and tourists. They build a more sustainable destination that delivers truly rewarding experiences,” she says.
On the supply side, WTACH believes that destinations should no longer make arrival numbers their holy grail.
The new association is deeply concerned that Turkey, for example, has decided to expand tourism arrivals from 40 million in 2018 to 70 million by 2023 – less than four years away.
“What interpretive and cultural safeguards have been put in place?” asks Flynn. “Have local communities been consulted? Is there an actual plan that involves a holistic government approach and key stakeholder and community engagement?”
Says Flynn: “At WTACH we know there’s a better way. We are now seeking like-minded organisations and individuals to help us advance responsible tourism in culturally sensitive host communities.”
Further information: http://WTACH.org
ABOUT THE WORLD TOURISM ASSOCIATION FOR CULTURE & HERITAGE
The World Tourism Association for Culture and Heritage (WTACH) was formed to establish clear goals, objectives and strategies for the protection of cultural heritage through responsible and sustainable tourism practices. Working in collaboration with public, private and specialist academic sector organisations, WTACH determines best practice ethical principles and standards in line with the most robust global research available. A community of like-minded organisations and individuals, WTACH seeks to ensure that the unique attributes, history and cultural values of the world’s communities are celebrated and preserved for generations to come.
The WTACH logo: We wanted to create a symbol that represents humanity. An image that characterised unity and togetherness. Although it may look like an ethnic design, the logo is in fact the molecular structure of a human DNA molecule. The colours used are also symbolic as they represent the first known pigments ever used by mankind. Earth pigments born out of rock and soil and used in the earliest known rock paintings. The high level of iron and limonite creating ochres that produced rich umber, sienna and yellows that were the pallet of humanity’s first artists.