Airbnb recognizes its responsibility to combat overtourism and is implementing initiatives to encourage responsible travel and support local communities. Programs like Airbnb Experiences and the Airbnb Community Tourism Program enable hosts to provide authentic, sustainable experiences while providing economic opportunities for local residents.
Hosting the Paris 2024 Olympic Games represents a huge opportunity for the hospitality industry, with expected increased tourism and economic impacts. However, there are concerns about long-term impacts, including gentrification, community displacement and strain on public services. To address these challenges, brands must prioritize sustainability, social inclusion and legacy planning. By implementing initiatives such as affordable housing projects and youth engagement programs, brands can help create a lasting positive impact from the Olympics, aligning with the values ​​of responsible tourism and inclusive growth.
Technology enhances cultural exchange
Cutting-edge technology offers solutions that enhance visitor experiences while adding added value. Augmented Reality (AR) and Virtual Reality (VR) are transforming visits to cultural heritage and historical sites, providing immersive storytelling and deeper engagement without the physical wear and tear of the venue.
The Louvre in Paris has embraced VR technology to offer visitors virtual tours of its famous galleries and exhibitions. Using a VR headset, visitors can explore the museum's vast collection from the comfort of their own home or a local VR lounge, offering another way to experience the museum's treasures.
These technologies not only boost tourism but also mitigate overtourism by providing alternative ways to explore crowded areas. For major events like the Olympics, travel brands can innovate by using VR to offer fans around the world the opportunity to virtually visit Olympic venues, engage in interactive content showcasing the host city's culture, and discover hidden sights using AR city guides.
Destination branding
While riding the global tourism boom can bring short-term gains, destinations can reap long-term benefits by creating memorable, sustainable and respectful travel experiences. Conducted every two years by Safran Brand Consultants, the City Brand Barometer assesses the success factors of destination cities and explores how destinations can effectively position themselves in an increasingly competitive market. Brands that invest equally in placemaking (the products and services they offer to visitors) and place branding (the efforts they make to promote themselves) are more likely to attract sustainable, high-value tourism and to compete at major international conferences, sporting events and cultural festivals.
The summer of sport will see excitement and enthusiasm from around the world, and travel brands will be tasked with not only driving this excitement but also creating memorable experiences for the millions of fans who will travel to watch their countries play.
