There is a lot of talk about the measurable benefits of tourism, such as guest nights or local consumption. But tourism also contributes to many values that cannot always be measured. For how should we measure the value of confidence, of seeing opportunities where one lives or to feel included?
Tourism has fallen to its knees during the pandemic. After a long period of growth, the past year has been written about reduced income, about guest night levels that are close to zero and about employees who leave the hospitality industry to work in other industries. But tourism is and gives so much more than crowns, pennies, guest nights and sold-out entrance tickets.