Abstract
This paper discusses the development of sustainable tourism, and sustainable tourism research. It notes that sustainable tourism was created, in Central Europe, largely by academics. Now a global concept, sustainable tourism research has progressed to a Second Generation stage, with new and complex multi-disciplinary research areas exploring major holistic issues and opportunities. Twenty research areas are listed that need urgent attention for sustainable tourism to become an implemented norm. The paper goes on to examine five major challenges that could endanger that progress: its complexity, the need for new working practices to create multi-disciplinary research teams, the evolution of improved research journals, changes in the relationship of Universities to tourism research, and better links between industry, policy makers and researchers. Greater public, political and industry wide appreciation of what sustainable tourism means, offers and requires is needed: a Chair in the Public Understanding of Sustainable Tourism is needed perhaps?
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