Reflecting on World Tourism Day: How Travel Can Be a Force for Good

Shiseido Travel Retail recently hosted the third edition of Shiseido Dialogue: Journeys of Beauty, a quarterly discussion series aimed at sparking learning and action among Shiseido employees. Held in conjunction with Shiseido Camellia Day, the session focused on the theme 'Tourism and Peace.'

Shiseido Camellia Day: Empowering Communities Through Travel

At Shiseido, we believe in the power of beauty to create a harmonious world, and travel can often bring our belief into action. This year’s Shiseido Camellia Day initiative empowers our employees to give back to their communities by uniting under one action: to take The Better Journey Pledge. It is our global commitment to responsible travel that supports four United National (UN) Sustainable Development Goals (SDGs): decent work and economic growth, responsible consumption, climate action, and marine conservation. ?

Personally, I enjoy shopping at farmers’ markets during my travels to support local communities – a great way to learn more and experience the freshest local produce while contributing to local small businesses.

As we embark on the pledge, our team around the world had the privilege of hearing from two thought leaders, Mich Goh from Airbnb and Matin Mohdari from Expedia Group who shared valuable insights on how travel fosters cultural exchange, promotes sustainable development, and builds understanding among people and communities.

Advancing Curiosity and Cultural Understanding Through Tourism?

Founded 16 years ago, Airbnb pioneered a new way for travelers to connect with local communities through immersive, home-based stays. Mich highlighted how these experiences foster deeper engagement with local customs, etiquette, and culture, sparking curiosity and promoting understanding.

Matin shared Expedia Group’s vision of travel as a force for good. Initially, this involved encouraging exploration and appreciation of diverse cultures. However, as global challenges like geopolitical tensions, conflicts, and climate change intensified, Expedia recognized the need to evolve its approach. Leveraging its platform, Expedia aims to make a positive impact by lowering barriers to travel, driving economic empowerment, facilitating sustainable practices, and fostering cross-cultural understanding.

Emerging Travel Trends

Mich and Matin also discussed several key trends that have gained momentum since the return of global travel:

1. Rise of Group Travel - Desire for Stronger Connections In a post-pandemic world, families, multi-generational groups, and friends are placing a higher value on connection during travel. This desire is reflected in the surge of group bookings on Airbnb, with over 80% of reservations worldwide in this category.
2. Set Jetting: Travel Inspired by TV Shows and Movies - Inspired by popular TV shows and movies (e.g., "White Lotus" in Thailand), set jetting is inspiring Gen Z and Millennials to explore iconic destinations for deeper cultural immersion.
3. Event-Led Travel: Experiencing Global Moments - Event-led travel, driven by music festivals and sporting events like the Paris Summer Olympic Games, promotes cultural exchange while creating economic opportunities for local communities.
4. Destination Dupes: Affordable Alternatives to Iconic Destinations - More travelers are opting for secondary cities that offer equally compelling experiences, helping to spread tourism’s benefits to more communities.
5. Sustainability: The Growing Demand for Ethical and Eco-Friendly Travel - Gen Z and Millennials prioritize sustainable travel, focusing on eco-conscious behaviors like reducing waste and choosing experiences that are both environmentally and culturally respectful.

Building a Sustainable Travel Ecosystem: Tourism as a Force for Good

Our dialogue highlighted the crucial role of collaboration between travelers, businesses, and local communities in supporting the UN SDGs and building a sustainable travel ecosystem. Working closely with local stakeholders is essential to ensure that tourism revenue benefits the community.

Mich highlighted Airbnb’s capacity building programs in the Philippines and India, which partner with local communities to develop sustainable tourism models that empower women entrepreneurs and individuals from diverse and historically underrepresented groups. Matin similarly emphasized Expedia’s partnerships with hotels, focusing on inclusive travel that benefits people with disabilities and young families.

Diving in and Looking Ahead

As we continue to explore how travel can drive positive change, Mich and Matin also shared personal travel stories that highlighted the transformative power of travel – a key theme of World Tourism Day.

Mich recalled how meaningful conversations with local women in Iran dispelled her preconceived notions, demonstrating how travel can break down barriers and foster peaceful connections. Matin reflected on how immersing oneself in the history and culture of a destination can deepen one’s understanding and love for a place. This immersion challenges perspectives and urges us to approach travel with curiosity and openness.

Moving forward, I am inspired by the dedication of the global travel community to make travel a force for good. In the spirit of World Tourism Day, through small, intentional actions while traveling, we can collectively contribute to a more peaceful and sustainable world.

For your upcoming travels, how would you travel differently? Please share your thoughts with us.

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