The role of sustainable tourism in peacebuilding and global harmony

Feature Article

By Dr Chengeto Chaderopa, ICMS Senior Lecturer 

Introduction

In a time characterised by rising conflicts and intensifying geopolitical tensions, the global conversation is increasingly focused on strategies for de-escalation. According to the Institute for Economic and Peace’s 2024 Global Peace Index (GPI) which analyses 163 states through 23 indicators across societal safety, international conflict and militarisation, global peacefulness continues to deteriorate [1].

The Middle East remains unstable because of ongoing conflicts in Israel, Gaza and Lebanon while the Russia-Ukraine war rages on. The humanitarian situation in Sudan continues unabated due to the constant internal conflicts. Similarly renewed fighting in the Democratic Republic of the Congo due to the M23 rebels’ resurgence is generating socio-economic and environmental challenges in the Great Lakes Region of East Africa.

In a world dominated by such conflicts including, inequality and cultural misunderstandings, ‘tourism’ stands out as a powerful peace-building agent through the opportunities it presents for meaningful engagement and exchanges across the political, social, economic, and environmental divides.

The Tourism-Peace Nexus

The concept of peace goes beyond the absence of war, and requires human security, economic stability, food, health and environmental safety [2]. The link between tourism and peace has been an axiom throughout history from the United Nations (UN) declaring 1967 the ‘Tourism: Passport to Peace’ year to the foundation of the ‘International Institute for Peace through Tourism’ by the United Nations World Tourism Organisation (UNWTO) in 1986 [3]. More recently, when the 2024 World Tourism Day adopted the theme ‘Tourism and Peace’, it served as a timely reminder about travel’s ability to bridge cultural divisions and promote understanding while acting as an agent for economic stability [4].

The regular occurrence of wars and ethnic conflicts, along with geopolitical tensions across the globe, raises the question whether tourism can in fact act as a peacebuilding agent. To answer this question, one needs to consider that most modern-day conflicts are fuelled by subconscious biases, a lack of empathy, and an inability to embrace cultural differences.

In this context, the transformative power of tourism is evident through the lens of Frank Jefkins’ ‘public relations transfer process’, which moves from ‘hostility to sympathy’, ‘prejudice to acceptance’, ‘apathy to interest’, and ‘ignorance to knowledge’ [5]. This transfer process in tourism is achieved as visitors engage in everyday cultural practices such as sharing meals with local communities and experiencing intercultural dialogues and traditional ceremonies [6],[7]. Through these encounters, abstract ‘others’ become real people whom they can empathise with, respect, and accept.

The Paradox: When Tourism Intensifies Conflict

Nonetheless, despite its promising potential, tourism is not a panacea for world peace. In some cases, it may exacerbate existing tensions, particularly when it is related to disputed territories or ethnic groups. For instance, in 2022, the overlap of Ramadan, Passover, and Easter drew tens of thousands of pilgrims and believers to Old City Jerusalem around sensitive holy sites, further escalating tensions, while increased security compounded the volatile and tense situation [8].

Similarly, mass tourism has a long history of constructing non-equitable economic structures that siphon off the financial benefits of tourism to multinational corporations rather than to local peoples, hence continuing to instill feelings of resentment rather than cohesion. Furthermore, skewed distribution systems of costs and benefits, overproduction, and unsustainable patterns of consumption, along with the Global North and Global South divide, only serve to further aggravate social inequality and environmental degradation [9]. The power of tourism in establishing peace is therefore inextricably linked to responsible patterns of consumption, production, and distribution.

Responsible Travel: A Personal Call to Action

Hans Christian Andersen’s poetic description, ‘To move, to breathe, to fly, to float; To gain all while you give; To roam the roads of lands remote; To travel is to live’ amplifies the potential embedded in tourism to foster global peace [10]. This perceptive poetry is a powerful reminder that travel is more than a leisure time indulgence; it is a fundamental means of connecting, learning, and sharing human experiences.

Likewise, Samuel Clemens, better known to many as Mark Twain [11], said,

“Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts. Broad, wholesome, charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one’s lifetime.”

By embracing the potential of tourism to build peace, we move towards a more cooperative world founded in cross-cultural understanding, financial sustainability, and responsible use of our planet’s resources, ultimately enabling lasting harmony. As global tourists, every one of us bears a large responsibility in making tourism a means of peace, not a force of war.

Therefore, as tourists, we need to self-introspect and reflect on our participation in tourism and how it contributes to or undermines world peace.

To participate in sustainable tourism that contributes to peacebuilding, there are several strategies to consider:

1. When choosing destinations and accommodations, we should opt for eco-friendly and socially responsible options, even if they cost more.
2. We should aim to promote ethical accommodations by booking hotel and lodge reservations that offer employees fair wages, promote sustainable waste management, and use renewable energy.
3. We should embrace ‘Slow Travel’ by staying longer periods in fewer places, as that minimises our carbon footprint while giving us ample opportunities to truly experience local cultures.
4. We should aim to strengthen local economies by shopping from local businesses, eating at locally owned restaurants, and hiring local guides to ensure tourism revenue reaches the host community.
5. To enhance safety and risk management, we should research our destination thoroughly, choose reputable operators, respect local customs, and dress in ways that foster mutual understanding and minimise cultural misunderstandings.

As we set forth on our travels, it is crucial that we prioritise sustainable practices that uphold cultural integrity, economic fairness, and environmental stewardship in order to realise the potential of tourism as a force for peace.

Conclusion

The world stands at a critical juncture, with global peacefulness declining for the fifth consecutive year according to the 2024 Global Peace Index. The tourism sector is today at a crossroads in a more polarised world order. While tourism cannot be a panacea for entrenched conflict, its potential to provide channels of human interaction and cross-cultural dialogue between people of different backgrounds, races, religions, and cultures provides a unique but common-sense path to peace.

However, realising this potential is contingent on a shared commitment to ethical visitor behaviour that respects cultural diversity, promotes fair economic systems, and supports environmental stewardship.

As the socio-economic gap between the Global North and the Global South widens, tourism’s potential to facilitate cross-cultural dialogue and build economic resilience is more crucial than ever. Proper management can push tourism beyond its usual function of fuelling economic expansion to become a force for improvement that builds a more integrated, connected, and peaceful world.

Acknowledgements

The author declares no conflicts of interest and does not have any financial disclosures.

References

[1] Institute for Economic & Peace. (2024). IEP Global Peace Index 2024- Measuring peace in a complex world. https://www.economicsandpeace.org/wp-content/uploads/2024/06/GPI-2024-web.pdf

[2] United Nations. (2024a). International Day of Peace 21 September. https://www.un.org/en/observances/international-day-peace#:~:text=In%20that%20declaration%2C%20the%20United,of%20mutual%20understanding%20and%20cooperation.%E2%80%9D/

[3] Wintersteiner, W. & Wohlmuther, C. (2014). Peace Sensitive Tourism: How Tourism Can Contribute to Peace. In C. Wohlmuther & W. Wintersteiner (Eds.), International Handbook on Tourism and Peace (pp. 31-61). Austria. https://www.e-unwto.org/doi/book/10.18111/9783854357131

[4] United Nations. (2024b).  The Secretary-General Message for World Tourism Day “Tourism and Peace” 27 September 2024.

https://unis.unvienna.org/unis/pressrels/2024/unissgsm1437.html#:~:text=27%20September%202024,inclusion%20and%20strengthening%20local%20economies.

[5] Jefkins, F. (1988).Public Relations Techniques. Heinemann.

[6] Cox, W. T., Abramson, L. Y., Devine, P. G., & Hollon, S. D. (2012). Stereotypes, prejudice, and depression: The integrated perspective. Perspectives on Psychological Science, 7(5), 427-449. https://doi.org/10.1177/174569161245520

[7] Guasca, M., Van Broeck, A. M., & Vanneste, D. (2022). Tourism and the elusive peace amid violent post-conflict geographies in Colombia. Tourism Geographies, 1-17. https://doi.org/10.1080/14616688.2022.2162574

[8] Knell, Yolande. (April 15, 2022). Jerusalem on edge as festivals fall amid tensions, BBC News, Jerusalem. https://www.bbc.com/news/world-middle-east-61095047

[9] Malik, A., Lenzen, M., Li, M., Mora, C., Carter, S., Giljum, S.,Luuer, S., & Gómez-Paredes, J. (2024). Polarizing and equalizing trends in international trade and Sustainable Development Goals. Nature Sustainability, 7(10), 1359-1370.https://doi.org/10.1038/s41893-024-01397-5

[10] Andersen, H.C. (1855). The Fairy Tale of My Life: An Autobiography. Hogarth Press.

[11] Twain, M. (1869). The Innocents Abroad. American Publishing Company, p. 650.