Amol Titus who is a senior strategic advisor, writer, educator and pioneer of several initiatives on sustainability, has been selected to the prestigious UN Tourism World Committee on Tourism Ethics for the period 2025-29. His selection was announced at the 26th UN Tourism General Assembly held in Riyadh, Saudi Arabia in November. This latest feather in his cap, continuing a long line of distinguished awards and achievements, is also an honour for both Indonesia and India and Indoindians congratulates him warmly.
Poonam Sagar, founder Indoindians spoke to Amol Titus regarding the importance of sustainable and ethical tourism ethics and his plans to contribute effectively during his tenure on the World Committee.
PS : Congratulations Amol, this is great news and another well-deserved recognition. Please tell us about the selection and how you feel?
AT : Thank you, Poonam. It is indeed an honour, and I feel humbled by the recognition. It is also a big responsibility but since sustainability, responsible business conduct, compliance, ethics and values have been areas of my decades-long focus in my work, writing and teaching, I am also energized to contribute more and on a wider stage.
PS : We see the tourism sector getting a lot of importance in Southeast Asia including Indonesia. How important is it for the economies of the region?
AT : The tourism sector plays a significant and increasingly important role in the world economy. Total worldwide contribution to GDP was USD 11 Trillion that was 10 pct of global GDP. There were 1.4 billion international tourist arrivals globally and this supported over 350 million jobs in the tourism ecosystem. The sector is critical for all countries, especially developing ones, that are address issues of economic slowdown, unemployment, tariffs, natural disasters and conflicts.
With specific reference to Southeast Asia, this region was smart and early in realizing the importance of its vast tourist potential due to its unique geography, history, heritage, diversity, culture and natural beauty. The nations that I term the โMagnificent Sevenโ of tourism in Southeast Asia, have been placing strong emphasis on tourism development. In 2024, they accounted for 134 million international tourists. Malaysia received 38 million, Thailand 35.5 million, Vietnam 17.6, Singapore 16.5, Indonesia 13.9, Cambodia 6.7 and Philippines 5.9 million. Apart from this there is huge movement of domestic tourists, so the importance of this sector is huge. As other countries in the region like Myanmar, Laos and Timor Leste also realize this importance, more exotic and exciting destinations will open thereby enhancing the regionโs long term tourism appeal.
PS : How is India tourism sector faring?
AT : In 2024 India welcomed 20.5 million international tourist arrivals. Due to the countryโs vast diaspora, non-resident Indians accounted for 10.6 million while foreigners accounted for 9.9 million. Being the most populated country in the world, there is an additional huge flow of domestic tourists and the sector accounts for 10 percent of the nationโs GDP.
Given the scenic beauty of Indiaโs mountains and coastlines, its rich history, culture, festivals and diversity, I believe the number of foreign tourists visiting the country are well below potential. This needs to be addressed urgently and just as Indian tourists are receiving attractive and customized international travel packages, so must Indian tourism authorities and their partners provide safe, attractive, affordable and customized packages to foreign nationals to visit the country.
PS : After Covid19 we have seen a rebound in tourism but also several controversies and challenges. What is your opinion on this?
AT : This is a good and important question. After the prolonged Covid lockdown that decimated the tourism sector from 2020-2022, a new psychological phenomenon arose. It is called โrevenge travelโ or individuals realizing that they should not postpone travel plans indefinitely and make up for lost time when they were cooped up at home and suffered from restricted movement. The moment normalcy was restored, travellers started surging to destinations that were either well known or heavily promoted by governments, tourism companies and budget airlines.
Another psychological development is what I call โfollow the influencerโ which has replaced the earlier clarion call of โfollow the leaderโ for most people. Influencers, mostly paid or driven by their own specific agenda and monetary goals, are now having a major impact on promoting tourist destinations.
The tourism rush has resulted in overcrowding and residents of many famous destinations are protesting and asking for restrictions and control. There have been protests in Amsterdam, Queenstown, Osaka, Barcelona, Madrid, Venice, Hallstatt, Bali, Goa, Santorini and other famous destinations.
Excess of anything is bad and when tourists, domestic and international, overwhelm a destination there can be serious consequences for its natural environment, ecology, local customs, traditions, fragile heritage, flora, fauna and limited infrastructure. Therefore, a fine balance between economic benefit and proper preservation of the destination, must be targeted, monitored and ensured.
PS : What are some of the actions countries can take to address this challenge?
AT : We are in the era of sustainable development and countries have signed up to goals like no poverty, decent work and economic growth, good health and well-being, reduced inequalities, responsible consumption and production, life below water, life on land and climate action, to mention a few that are directly related to the tourism sector.
Sustainable tourism is the need of the hour. It must commit to environment conservation and preservation. This means strict zoning, usage of eco-friendly materials in construction, resorts and infrastructure that exist with Nature rather than destroying it. Hotels and restaurants must reduce, reuse and recycle waste and water. Destinations must be free of plastic and other litter that clogs and poisons water bodies. The health and diversity of native animal, plant, bird and insect species are the real barometer of whether environment is being preserved or exploited.
Sustainable tourism must protect and promote local culture. Showcase the cuisine, art, dance, music, theatre, literature, handicrafts, traditions and customs of the local province and region rather than creating a hodgepodge of external elements. Only destinations that can preserve their uniqueness will endure in the long term. Others will start declining as they become copycat locations with stale experiences.
Sustainable tourism must help uplift local communities. While Bali has done a good job in promoting its traditional handicrafts, Yogyakarta in promoting Batik, North Sumatera and Toraja in promoting specialty coffees, most hotels in these regions are filled with furniture, furnishings, crockery and consumables that are sourced from outside regions and even from overseas. Many properties are built on lands bought at cheap prices from local folk by tycoons and big corporations. When this happens most of the tourism income is cornered by a few resulting in high income inequality. This needs to be addressed and professionals must ensure tourist spending is gushing not trickling down into the local economy.
PS : Tell us about the importance of ethics in tourism and how you propose to contribute to the UN Tourism World Committee on Tourism Ethics?
AT : UN Tourism has been playing a salutary role in promoting tourism and emphasizing various aspects of sustainability, facilitating cooperation, codifying standards, providing training and conducting important research. Previously it was known as WTO (World Tourism Organization) and it is celebrating its 50th anniversary this year. In a very positive development H.E Shaikha Nasser al Nowais of UAE assumed the leadership of UN Tourism, thereby becoming the first woman to head the body. I hope to proactively support her, other directors of UN Tourism, colleagues on the World Ethics Committee and tourism authorities, with my expertise, insights, writings, capacity building programs and multi stakeholder projects.
Unfortunately, greed, compromise and the tendency to take short cuts and flout norms, can be seen across business sectors including tourism. We have seen instances of zoning, permit and safety violations causing grievous harm. There are rising issues of employees engaged in the sector often working long hours at low pay and on exploitative contracts. Fake promises, price gouging, photo-shopped images, bad treatment by airlines, operators, hotels, online booking companies, racism and discrimination are some of the major ethical issues that need to be addressed.
A sustainable and ethical tourism sector that is driven by responsible conduct of all stakeholders including consumers, benefits all. One that is unsustainable and unethical will stagnate and decline and be overtaken by well-governed destinations.
Ethics and values must not remain on paper, policy documents or posters. They must be reflected in behaviours, implementation and conduct. I hope to keep emphasizing this and help make a difference.
Specifically, in Indonesia and the wider ASEAN region I hope to engage with governments regarding policies and practices related to tourism ethics. Gaps need to be identified, and solutions provided in consultation with key stakeholders and international best practices. I will be visiting key tourism polytechnics in Medan, Bandung, Bali, Yogyakarta and other areas to emphasize ethical principles to the next generation of professionals and help update awareness and skills of current middle and senior professionals through seminars and webinars. Policy guidance, research and capacity building support on Tourism Ethics and Sustainability is available to other countries also, as they are of universal importance.
I must mention that I am impressed by the openness and sense of urgency being shown by GCC countries like Saudi Arabia, Bahrain, UAE and Oman among others to develop tourism in a sustainable, planned and long-term manner. They have challenges and areas of improvement but their vision and direction is positive.
PS : Thank you, Amol. This is a crucial area and important responsibility. On behalf of IndoIndians we congratulate you once again and wish you continued success in your endeavours.
