LONDON—A major social media campaign has been launched to raise awareness of the wide-ranging social benefits of travel by the World Travel & Tourism Council (WTTC).
The new initiative asks travelers to think about the positive social impact that travel makes to people, places and communities dependent upon the travel and tourism sector for their livelihoods.
It also encourages people around the world to share stories of how tourism has made a difference and changed their lives.
The campaign strapline “Travel the world. Make a difference” is inspired by the deeper positive socioeconomic and cultural benefits, which each and every trip can generate.
A specially made video to share the message will go online across social media platforms, asking travelers about their own journeys, which have had a profound impact on their lives and to share their stories using the hashtags #togetherintravel and #aworldofdifference.
It comes after WTTC’s drive to responsibly rekindle the wanderlust of travelers through its successful ‘Together in Travel’ campaign earlier this year, despite the multiple global challenges posed by the COVID-19 pandemic.
Comments from WTTC President
Gloria Guevara, WTTC President & CEO, said: “Travel gives us memories which last a lifetime and the most amazing experiences to share. But this is just half the story. Travel and tourism has a hugely positive benefit upon the world, far beyond the immediate pleasure it brings to those who are able to explore and discover people, places and amazing experiences for themselves. As our latest campaign shows, the social impact of travel and tourism can transform lives of all of those who depend on this sector, alleviate poverty, reduce inequality, protect wildlife, and preserve cultures and communities around the globe. It plays a vital part in achieving wider developmental goals.
“We want to increase the awareness amongst travelers of the incredible extra benefits of travel, so they are more conscious that their actions and spending go further than they think, as well as how positive an impact every trip can have,” Guevara added. “Whilst we fully understand that many vulnerable people are unable to travel at this time, others can and will as soon as they are able to do so. With the immense pressures being faced by the global travel and tourism sector due to the current restrictions caused by the COVID-19 pandemic, it’s now more important than ever that we remind everyone how traveling can make all the difference in—and to—the world.”
WTTC’s highly successful “Together in Travel” campaign, was launched in April this year, just as countries had introduced widespread global travel restrictions. Hundreds of thousands of people around the world shared their stories, which generated more than 80 million impressions.
Since the outbreak of the coronavirus pandemic, WTTC has led the campaign to fight to save and protect the embattled travel and tourism sector, which will see 197 million jobs lost, if barriers to global travel, such as blanket, anti-travel advisories and quarantine measures remain in place.
The Clout of Travel & Tourism
According to WTTC’s latest research, travel and tourism contributes to 10.3 percent of global GDP, is directly responsible for generating one in ten of the world’s jobs and, for eight successive years, has outpaced the growth of the global economy.
Travel and tourism is one of the world’s largest sectors, in which around 80 percent of all businesses are small and medium sized enterprises (SMEs). As a powerful driver for socio-economic development and job creation, the sector plays an important role in driving prosperity, empowering women, youth, and other societal groups.
It is also one of the most diverse sectors, employing people from all socio-economic backgrounds regardless of age, gender or ethnicity, and includes 53 percent women and 30 percent youth.
WTTC research shows that across the G20 group of countries, women account for nearly half of all travel and tourism employment and a high proportion of jobs for youths. It is highest in Canada, the United State and United Kingdom where youths account for almost a third (30 percent) of the sector’s employment.
Revenues generated by travel and tourism helps improve education, housing, health and wellness for people. It also helps pay for vital infrastructure projects, such as road, rail, and air links, as well as services which improve the quality of life for residents.
