“We can’t return to normal”: committing to tourism equity in the post-pandemic age

Abstract

Tourism transformation must bring an actionable focus on equity. A new normal openly recognizes the crises and tensions inhabiting tourism well before the COVID-19 pandemic along with the holistic and integrated nature of a pro-equity agenda. A resilient post-pandemic tourism must be more equitable and just, in terms of how it operates, its effects on people and place, and how we as scholars teach, study and publicly engage the travel industry—particularly in preparing its current and future leaders. A commitment to equity is about making specific changes in practices and decisions at multiple levels, along with growing a wider ethical framework. This pivot of a mindset requires us, as tourists, corporations, and educators to step away from a selfish perspective and critically change our perception and understanding of tourism to a truly equitable focus. Consequently, these actions force us to question the consumerism and capitalistic lens that has contributed to mass growth across the touristic landscape and instead, choose a system that fosters sustainable and equitable growth - which in turn, ‘slows down’ our ways of consuming the world around us - transforming our values and experiences of what tourism is and should be.