At the WTTC Global Summit in Malta, a phrase kept surfacing throughout conversations, presentations, and hallway discussions: Future Reset.
I like that phrase.
Not because it suggests we need to tear everything down and rebuild from scratch. Quite the opposite. A reset is not a beginning. It is a moment of reflection. A pause. An opportunity to evaluate what is working, what is no longer serving us, and what future we are actively choosing to create.
Travel has always been a force for transformation. Today, it is also one of the world’s most powerful economic engines.
One statistic shared during the opening session particularly stood out. Over the last five years, one out of every three jobs created globally came from travel and tourism. Think about that for a moment. At a time when conversations are increasingly focused on artificial intelligence, automation, and workforce disruption, our industry is projected to create roughly 89 million new jobs over the next decade.
That reality changes the conversation.
Rather than asking whether technology will replace people, perhaps the better question is: How do we use technology to make travel better for people?
That challenge was at the heart of many discussions in Malta.
One Traveler. One Identity. One Journey.
Anyone who travels regularly understands the friction that still exists in the system.
We prove who we are at check-in. Then again at security. Then at immigration. Then at boarding.
The traveler has become accustomed to standing in lines.
Yet the technology now exists to rethink the entire experience.
One of the summit’s priorities centered on creating a truly seamless journey through digital identity, biometrics, and AI-powered systems. The vision is straightforward: one traveler, one identity, one journey.
Importantly, the conversation was not about sacrificing security for convenience. It was about delivering both.
The best travel experiences are often the ones we barely notice. They simply flow.
Growth Must Be Managed, Not Chased
Another topic that received significant attention was destination management.
For decades, success was measured by arrival numbers. More visitors meant more growth.
Today, we know the equation is more complicated.
The goal can no longer be growth for growth’s sake. Growth must benefit residents, preserve culture, protect natural assets, and improve the visitor experience simultaneously.
Some destinations are wrestling with over-tourism. Others are seeking ways to attract new investment and visitation. Both challenges require thoughtful planning and collaboration.
The future belongs to destinations that understand balance.
Sustainability Is No Longer Optional
There was a time when sustainability sat on the side of the conversation.
Those days are over.
The discussions in Malta reflected a clear understanding that environmental stewardship, community well-being, and economic prosperity are interconnected.
This is something we have believed at Big Five for many years. Travel has the power to protect wildlife, preserve cultures, create economic opportunity, and build understanding across borders. But only when growth occurs responsibly.
The challenge moving forward is simple to articulate and much harder to execute: Continue growing while simultaneously reducing our footprint.
That is the assignment before all of us.
Technology Without Responsibility Is Not Progress
Artificial intelligence was a recurring theme throughout the summit.
Predictably so.
Every industry is asking similar questions. How do we deploy these tools? What opportunities do they create? What risks must be managed?
What impressed me was the focus on responsible adoption.
Technology should enhance the human experience, not diminish it.
Travel, after all, remains a profoundly human endeavor. We travel to connect. We travel to learn. We travel to be transformed by cultures, landscapes, and perspectives different from our own.
No algorithm can replace that.
The winners in the next decade will be organizations that successfully blend technological capability with human connection.
Preparing for the Unexpected
If recent years have taught our industry anything, it is that disruption is inevitable.
Whether the challenge is health-related, environmental, geopolitical, or economic, preparedness matters.
One of the summit’s eight priorities focused on crisis readiness and recovery.
The question is no longer whether a crisis will occur.
The question is whether organizations, destinations, and governments are prepared when it does.
Resilience is becoming just as important as innovation.
The Power of Partnership
Perhaps the most important takeaway from Malta was also the simplest.
None of these priorities can be achieved alone.
Governments cannot solve them independently.
Private industry cannot solve them independently.
True progress requires collaboration.
This is where organizations like WTTC play a vital role. By bringing together public and private stakeholders, sharing research, measuring impact, and creating common objectives, they help transform ideas into action.
And action is what matters now.
The summit concluded with a challenge to industry leaders: move beyond discussion. Invest. Innovate. Develop talent. Implement solutions.
In other words, lead.
Looking Toward 2030
One of the most encouraging aspects of the summit was the presence of more than 100 young participants representing 40 countries.
As I watched these future leaders engage with today’s decision-makers, I was reminded that our industry has always been multi-generational. We inherit it from those before us, and we have a responsibility to strengthen it for those who come next.
The future reset is not really about technology.
It is not about biometrics. It is not even about growth.
It is about making deliberate choices today that create a stronger travel ecosystem tomorrow.
Change is powerful. It always has been. The question is whether we simply react to change or whether we help shape it.
Leaving Malta, I am convinced our industry has both the opportunity and the responsibility to do the latter.
And that journey has already begun.
Arriving in Alberta just a week before the G7 summit, I headed to the inaugural Virtuoso Travel Impact Summit with a sense of anticipation. The summit aimed to address a crucial need, focusing on assisting developing nations burdened by overwhelming interest payments on debt. It’s staggering to think that 3.3 billion people in countries allocate more funds to debt interest than to essential areas like healthcare and education. The escalating interest payments in developing nations are surpassing growth in vital public expenditures, underscoring the urgency for action.
The breakout sessions sparked engaging discussions and idea exchanges, with the theme of social responsibility through conscious travel taking center stage. It was truly inspiring to collaborate with some of the brightest minds and thought leaders in this field, where the spirit of cooperation prevailed over competition.
Having a clear vision of what travel advisor partners need to integrate the UN Sustainable Development Goals into their travel planning conversations was pivotal. As the regional member representing Big Five Tours & Expeditions within the World Travel & Tourism Council, I was reminded that this is not only a privilege, but also a profound responsibility in our collective effort.
A heartfelt congratulations to Matthew Upchurch, Jessica Hall Upchurch, Javier Arredondo, Keriann Ashley-Chase, Dr. Jill Schiefelbein and the entire Virtuoso team for a successful Impact Summit. I look forward to the future and the positive impact we can continue to make together.
Not all tourism is overtourism. I remember saying this to my friend David back in August during a board meeting, and it clearly resonated, as he repeated it during a general session speech that was right on point. The conversation was born from countless articles I read about protests due to overtourism and non-stop coverage that positioned all foreign visitors as villains due to bad actors who don’t respect the privilege and responsibility that is part of international exploration.
I began to wonder if early red flags could be possible; warning signs that the tourism balance was about to tilt out of equilibrium if adjustments were not made. These triggers exist in the private sector including many in our businesses. These are numbers that jump off the page to you when they don’t look right and tell you exactly which lever to pull to bring things back in order. This data all existed; it just wasn’t tracked consistently by every country. That is what I had always believed, and now I am convinced.
Shortly after, I had conversations with ProColombia, the Colombia Tourism Board, as they had one of the best market Intelligence departments. It was a chance to help them collate the data correctly and create triggers that every country could learn from. Countless meetings and discussions later, we had our information, and clear metrics, that can help a country truly judge how the tourism machine is performing, with key indicators at the ready other than the number of visitors entering the country.
This week’s video is my presentation to the World Travel Tourism Council, showcasing the notion that better data does exist, that overtourism can be prevented with warning signs evident long before it becomes a problem. I must admit, Colombia was misspelled in the first slide, so we weren’t off to the best start… however it gave us the opportunity to enforce something special about Colombia.
The only U in Colombia is YOU. Enjoy the video!
Big Five Launches New Commitment in Costa Rica to Combat Overtourism
Company launches new programs and aligns with WTTC’s Community Conscious Travel Campaign
Big Five Tours & Expeditions (Big Five), a distinguished member of the World Travel & Tourism Council (WTTC) is pleased to announce new Costa Rica Programs and its latest initiative in Costa Rica aimed at combating overtourism through the adoption of the WTTC’s Community Conscious Travel global campaign. With decades of experience in sustainable tourism, Big Five is renowned for its innovative approach to preserving cultural heritage and supporting local economies, and this new focus in Costa Rica builds on Big Five’s successes in Kenya, Colombia, Sri Lanka, Peru, and many other places.
Through its newly launched programs in Costa Rica, such as those featured in their signature “Pura Vida Family Touring” experience, Big Five is committed to promoting responsible tourism practices. These initiatives are designed not only to alleviate the pressures of overcrowding in popular tourist destinations but also to introduce travelers to the lesser-known, authentic charms of Costa Rica.
The WTTC’s Community Conscious Travel campaign serves as a guiding principle for Big Five’s efforts, emphasizing three pillars:
“I am always inspired by industry leaders who commit to preserving the cultural heritage of a country through responsible tourism,” said Ashish Sanghrajka, President of Big Five Tours & Expeditions. “I am so proud, as a regional WTTC member, to see the new Community Conscious Travel campaign started by someone I admire, Andrea Grisdale of IC Bellagio. Her initiative in Italy, combined with the WTTC global campaign, offers a roadmap to changing the narrative in Costa Rica. Fair Market prices are a must to allow livelihoods to not only be protected but to thrive through socially responsible tourism. Overtourism and commoditization only make the current challenging economy in Costa Rica worse. The indigenous communities in Costa Rica must have a seat at the table. Travel and tourism globally make up 1 in 10 jobs and, in some countries, 1 in 6. Those jobs must reach the communities who rightfully belong in the conversation, so tourism done right may protect their cultural heritage.”
Amid Costa Rica’s economic challenges exacerbated by fluctuating currencies and tourism-related job losses, initiatives like Big Five’s are pivotal in fostering sustainable tourism practices that benefit both travelers and locals alike.
Dreams do come true at the WTTC Global Summit
2023 has really been a milestone year for me personally. On November 3, in Kigali, Rwanda, during the global summit. I had the honor of speaking on a panel on emerging markets on the main stage with some prestigious company, and it was everything I hoped it would be. The World Travel Tourism Council, I will never forget being appointed and becoming a regional member, serving alongside some of the brightest minds in our industry.
15 years of striving and reaching for this appointment, taking advantage of every opportunity that presented itself to make this dream come true. I got to share ideas that inspired and listen to ideas that provoked thought where, the day before, the presidents of two African nations were giving their address on that very same stage; I was humbled by the opportunity to address tourism ministers from around the African continent and their delegation. It was a dream fulfilled.
On stage, I felt like I was speaking to the visionaries, the dreamers, and those who may feel marginalized to believe in themselves and remember that if you have the will to work harder than you ever thought you could or want something bad enough, your dreams are never too big.
Thank you to the World Travel & Tourism Council, the executive board, the vice chair, my fellow members, and mentors who guided me along the way, allowing me to breathe life into my dream.
Click below and Let us share this moment with you.
