Why Tourism Desperately Needs a New Performance Metric Post-Pandemic

The travel industry must come up with new ways to measure its success and impact, particularly on people and planet. Cyprien Hauser / Flickr Commons

Skift Take: After a year that stripped bare the inadequacy of tourism’s success metrics, how will the industry measure “building back better”? Before it answers that question, there needs to be an industrywide reckoning of tourism’s root problem.

— Lebawit Lily Girma

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