POST COVID-19 SUSTAINABLE TRADE AND SUSTAINABLE TOURISM: NO LONGER SEPARATE WORLDS?

Abstract

Purpose. The aim of the study was to analyse the most common misunderstandings between the trade and tourism communities, explaining why mutual cooperation is required to ensure greater sustainability. Far too often, trade and tourism are regarded as separate worlds when, in reality, international tourism is a type of international trade. Even domestic tourism typically includes components of international trade, which are often not fully realised.Method. This is a case study, based on critical analyses of relevant documentation and personal experiences over a more than 20-year career.Findings. The tourism sector needs to be more actively involved in trade policy, while the trade sector should imperatively re-examine its sectoral prejudices. The World Trade Organization (WTO) and the World Tourism Organization (UNWTO) need to further increase cooperation. Private sector international tourism associations, such as the Adventure Travel Trade Association (ATTA) and the World Travel & Tourism Council (WTTC), also need to be involved.Research and conclusions limitations. The findings represent a personal expert opinion. They will require conducting large-scale surveys and extensive interviews to be empirically verified.Practical implications. Achieving greater mutual understanding will help increase sustainability for both sectors.Originality. The author is not aware of any similar endeavor and publications.Type of paper. A case study.