Travel/Tourism
Tourism Doesn’t Just Boost Economies, it Can Also Foster Peace and Equity
With anti-tourism protests erupting in major cities around the world, including Barcelona, Venice, and Athens, it would be all too easy to believe that tourism has become an area of contestation rather than an economic force for good. Dig into the complaints of the protestors – including a reduction in affordable housing, anti-social behaviour, and poorly regulated labour markets, and that belief could become even more entrenched.
But as vocal as anti-tourism protests have been, particularly in Europe, there is still overwhelming evidence to show that the sector remains a net positive. Not only does it provide economic benefits, but it can actually foster peace and equity.
In order for that to happen, however, players within the hospitality sector must play their part too. A key component of that is ensuring that they’re putting out the right kind of messaging to the right audiences.
Fostering peace
A research report compiled by the Institute for Economics and Peace (IEP) for the World Travel and Tourism Council (WTTC), for example, found a correlation between peace and tourism. According to the report, the strongest links are between sustainable tourism and what it labels Positive Peace (a concept which can broadly be defined as the societal structures, attitudes, and institutions which create and sustain peace within societies).
For an example of how sustainable tourism can promote positive peace, it’s worth looking at a country like Rwanda. As Vision of Humanity points out, government efforts to clear landmines, conserve wildlife, and promote gorilla trekking have helped it build a tourism industry. That, in turn, means that visitors to the country come away with a completely different view of Rwanda and Rwandans.
Not only does this kind of sustainable tourism encourage people to be more tolerant of others, it also incentivises governments to be more welcoming of international visitors. Additionally, it can result in improved information flows both within a country and across borders. It may even aid cross-border relations with neighbouring countries as they see the benefits and take similar approaches themselves.
Promoting equity
Properly implemented tourism programmes can also improve equity within countries. Job creation and economic opportunities are probably the most obvious ways they can do so, but tourism promotes equity in other ways too.
Increased tourism revenue can, for example, lead to better infrastructure, such as roads, public transportation, and amenities that benefit the entire community. It can also incentivise the preservation of local cultural heritage, which can strengthen community identity and pride.
Tourism can also provide opportunities for young people and women that they might not otherwise have. The same is true for indigenous communities, who will be better placed to preserve their traditions and generate income through cultural tourism initiatives.
Messaging matters
As important as tourism can be for fostering peace and equity, it cannot do so without effective communication and messaging.
“Whether you’re looking to grow tourism numbers or manage relations in an established tourism market, communication is essential,” says Rachel Irvine, CEO of creative communications firm Irvine Partners, which has represented numerous tourism and hospitality groups including Mariott, Raddisson, and BON Hotels. “But it’s especially important if you’re looking to build the kind of tourist environment that fosters peace and justice.”
As she points out, the kind of communication required from stakeholders is multi-faceted.
“Tourism stakeholders looking to take this approach can’t just afford to market to their ideal customer base and hope for the best,” she says. “That just screams the kind of exclusionary tourism that ultimately creates societal problems. Instead, tourism stakeholders must communicate effectively and transparently with local communities. In doing so, they must remember that communication is a two-way exercise and establishing feedback from locals can help identify areas for improvement and address any negative impacts of tourism.”
Communication, she points out, can also be effective in educating visitors about how they can move through tourism destinations in ways that are sensitive to locals.
“Most destinations won’t have to go as far as Amsterdam’s “stay away” campaign,” Irvine says, “but by recognising that they are the conduit between visitors and locals and communicating as such, they can play an important role in ensuring that hospitality continues to be viewed as a net positive.”
Find the right messenger
Of course, striking that balance isn’t always easy, but as Irvine points out, it can be made a lot easier by ensuring that you have the right communications partners onboard.
“A seasoned communication partner with local knowledge and expertise will go a long way to ensuring that you’re viewed as the kind of tourism stakeholder that encourages and helps foster peace and equity,” she says. “Moreover, they’ll be able to help ensure you communicate that intent with actions as well as words.”
The latest analysis from Astons, reveals that Greece has seen a 14.6% increase in migrants settlers over the past 10 years, with almost 25,000 Americans settling in the Mediterranean paradise in 2024 alone. However, this trend could soon reverse, with rumours that Greece is set to call time on its Golden Visa offering.
Astons has analysed International Migrant data from the United Nations* and found that, in 2024, more than 1.4m migrants settled in Greece, marking a ten-year increase of 14.6% since 2015.
The largest proportion of migrants arrived from the European continent (913,652), followed by Asia (372,146), Africa (68,690), and North America (38,416).
On a national level, Greece welcomed the largest number of people from Albania (474,441), followed by Germany (123,912), Georgia (90,365), Bulgaria (90,365), and Russia (78,992).
Meanwhile, 24,748 migrants resettled in Greece from the USA, and 19,156 arrived from the UK, marking a ten-year increase of 8.6% in both instances.
Many migrants looking to settle in Greece opt for the nation’s Golden Visa as a pathway to gaining residency and figures from Astons show that an estimated 8,837 applications were made in 2024 – the highest number seen since 2019.
However, this could be about to change, as Astons has seen a sharp increase in activity so far this year, driven by investor urgency around rumours that Greece is set to withdraw its Golden Visa offering.
Citizenship, residence permit, and real estate investment expert for Astons, Alena Lesina, said, “Greece has become one of Europe’s most in-demand destinations for migrants from all over the world, but residency in the country is certainly most desirable for the ultra-wealthy due to its investment potential and favourable expat tax rules, which explains why almost 25,000 Americans have chosen to settle there in the past year alone.
“There are some rumors, but no official confirmation. However, we understand that the situation in any country with a Golden Visa program can always change. The European Commission is putting significant pressure on countries offering Golden Visas, and internally, there is growing tension related to the need to address housing issues.
“History shows a clear trend – Ireland’s Golden Visa was discontinued, Spain’s program will officially end on April 3 this year. Last year, Portugal removed the real estate investment option from its program. In 2022, the UK also shut down its Tier 1 investor program.
“For now, Greece is maintaining its program and we can reasonably expect that it will remain in place for at least another year. However, it’s best not to delay making a decision for too long in case they decision is made to call time on Greece’s Golden visa.”
The Governor of Plateau State, Mr Caleb Mutfwang, has assured full government support for the N8.5 billion Hill Station Resort revitalization project, embarked on by Hillside Hospitality Limited, an investee company of Strom Infrastructure Investments and Management Limited. The renewed commitment came during a high-level stakeholder engagement meeting aimed at accelerating the historic resort’s transformation.
Speaking through the Secretary to the State Government, in Jos, Plateau State, on Monday, Mr Samuel Jatau, Governor Mutfwang emphasized the project’s significance to Plateau’s development agenda.
“The people of Plateau are diligent, hardworking, and committed. We will support and patronise this development to ensure its success,” he said.
The ambitious project, set to commence construction in March 2025, represents a strategic partnership between the Plateau State Government and Hillside Hospitality Limited. Following the signing of the Heads of Terms Agreement in July 2024, the initiative aims to restore the 1938 structure while introducing modern amenities and luxury facilities.
Speaking on the project’s vision, the Director of Hillside Hospitality Limited, Mr Kolapo Joseph, described the Hill Station project as a groundbreaking initiative that seeks to transform hospitality and tourism in Plateau State.
“This project is about more than just revitalisation, it is a dedicated effort to honour Hill Station’s rich heritage while introducing world-class hospitality standards.
“Our vision is to create a destination that seamlessly integrates luxury, culture, and nature, ensuring an exceptional experience for visitors in the heart of Jos.
“We recognise that Plateau State holds immense potential as a hospitality hub, and we are committed to working closely with all stakeholders to ensure this transformation drives economic growth, generates employment, and instils a renewed sense of pride in the community.
“Through collaboration and strategic investment, we aim to develop Hill Station Resort into a landmark destination that reflects the very best of Nigerian tourism,” he stated.
Mr Joseph expressed gratitude for the continued support from the Plateau State Government and private sector partners, adding: “This is not just an investment in infrastructure; it is an investment in Plateau’s future. We are creating a resort that will attract business and leisure travelers alike, unlocking new opportunities for the local economy while preserving the unique identity of this historic site.
“With the right partnerships, we will position Plateau State as a premier global tourism destination, one that showcases its rich cultural heritage and natural beauty to the world.”
In his remarks, another Director of Hillside Hospitality, Mr Hakeem Condotti, highlighted Strom Infrastructure’s deep connection to Plateau State through its involvement with NESCO Nigeria.
“This investment demonstrates our commitment to preserving and enhancing historical landmarks while driving economic growth in the region,” he said.
The revitalized resort, scheduled for commissioning in the fourth quarter of 2025, will feature state-of-the-art conference facilities, premium accommodations, and leisure amenities, positioning Jos as a premier destination for business and leisure travel.
By Aduragbemi Omiyale
Two major airlines operating in the Nigerian airspace, Emirates and Air Peace, have signed an interline agreement to allow passengers enjoy frictionless single-ticket travel and simplified baggage throughput.
This deal will enable passengers flying from the United Arab Emirates (UAE) to Nigeria enjoy onward connections to Asaba, Akure, Benin City, Calabar, Enugu, Ilorin, Kaduna and Owerri, Abuja, Kano, Uyo, Port Harcourt and Warri.
Emirates operates the Dubai-Lagos route with a Boeing 777-300ER and some of its passengers continue their journeys to the above cities through other airlines, but with this interline agreement, when they land in Lagos, Air Peace will move them to the other cities with ease,
“Emirates is a steadfast partner of Nigeria’s tourism, trade and aviation sectors. This partnership with Air Peace is the next step on this journey, bolstering our connectivity and introducing more travel options for corporate leisure, and travellers visiting friends and family to and from Nigeria.
“We look forward to deepening our strategic partnership with Air Peace in the future to enhance the benefits for our mutual customers,” the Deputy President and Chief Commercial Officer for Emirates, Adnan Kazim, said.
Also commenting, the Chief Operating Officer of Air Peace, Ms Oluwatoyin Olajide, said, “We are excited about this strategic interline partnership between Air Peace and Emirates, which is a significant step towards enhancing global connectivity for Nigerian travellers.
“It aligns with our mission to provide seamless, world-class travel experiences while expanding our route network and international reach.
“This collaboration not only expands Air Peace’s international reach but also offers Nigerians arriving from Dubai seamless access to key domestic destinations, including Asaba, Akure, Benin City, Calabar, Enugu, Ilorin, Kaduna, and Owerri.
“By improving ease of travel, we are boosting business, tourism, and trade opportunities, further strengthening economic ties between Nigeria and the UAE.
“This partnership also reinforces Nigeria’s aviation sector by enhancing connectivity, efficiency and positioning our country as a critical hub for regional and global travel. At Air Peace, we remain committed to providing greater connectivity, convenience, and world-class service for our passengers.”
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