Tourism has always been a bet on the future. Pictures of the beach make February-pale customers shell out entire months’ salaries for the prospect of summer. And travel providers have the task of evoking distant days under palm trees so realistically that the customer even feels great while spending large sums of money. The travel industry has always been optimistic in the best sense of the word – despite forest fires, terrorist attacks and pandemics.
Sustainability in tourism: honesty pays off – business
