The article discusses the evolving tourism sector, focusing on achieving a balanced model that considers destination needs. It highlights the challenges ahead, including mindset shifts, so tourism serves broader goals rather than being a goal itself. In response, a partnership with Cornell University is developing an online course for destination professionals, based on a 2019 report, “Destinations at Risk: The Invisible Burden of Tourism.” This report noted the strain on destinations from increasing tourist numbers and the need for new management skills. The article emphasizes the urgent need for innovation in measuring success, data sharing, collaboration, and skills like impact management and climate action planning.
As travel continues its tumultuous recovery, we might be cautiously optimistic of an evolution occurring in our sector to a more balanced model that takes destination needs into account. There are however, many challenges ahead, including the need for a change in mindset and mandate – so that tourism becomes a means to an end and not an end in itself.
BALANCED TOURISM 
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