By Jeremy Sampson, CEO of The Travel Foundation

The global travel and tourism sector is already bouncing down the path to pandemic recovery, but in spite of all the chatter about ‘building back better’, it’s fairly unsurprising that old habits are proving once again to die hard. Better will require intentional and system-wide change. Indeed, a new model for tourism that confronts some of its most persistent challenges and delivers value for the entire destination: its businesses, local residents and the resources they depend on.

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