From information access and dispute resolution to sustainable consumption, experts unpack how to empower consumers in global tourism.

Rebounding strongly from the COVID-19 pandemic, the tourism sector is booming with millions more holidaying as summer gets underway in the Northern Hemisphere.

The sector, according to UN Tourism, directly contributed an estimated $3.3 trillion to global GDP in 2023, with total export revenues at $1.7 trillion – about 96% of pre-pandemic levels in real terms.

But international tourism, which powers economic growth and sustains livelihoods in many developing countries, is not without its challenges.

Convened by UN Trade and Development (UNCTAD) on 1 and 2 July, intergovernmental experts examine the much-needed work when it comes to promoting sustainable consumption and production, as well as safeguarding the rights of tourists as consumers.

“Consumer protection does not just protect tourists themselves but is beneficial to all as it improves the overall living environment and business that protect consumer rights are more competitive,” says Teresa Moreira, head of competition and consumer protection at UN Trade and Development.

Key takeaways from that expert meeting include:

1. Clear and accessible information

Experts underscore the need to raise awareness among tourists on their rights as consumers, including how to spot and report fraudulent business practices.

For destinations, it’s important to make information about tourism products and services easy to find and understand in different languages – for international travelers’ benefit. 

In France’s capital Paris, for example, authorities have been ramping up efforts in tourist information access and law enforcement, ahead of the 2024 Summer Olympic Games.

“To guarantee consumers’ trust in Paris as a tourist destination, we have rekindled our consumer information platform to offer information in English and created an app for tourists coming to France,” says Sarah Lacoche, the country’s director general of competition, consumer protection and fraud repression.

2. Ensuring consumer data privacy

As digital services become increasingly commonplace, consumer data privacy in tourism has emerged as a critical concern.

In this regard, the United Nations guidelines for consumer protection call on businesses to “protect consumers’ privacy through a combination of appropriate control, security, transparency and consent mechanisms relating to the collection and use of their personal data.”

The guidelines also emphasize the need for robust consumer protection policies in marketing and tourism-related services.

UN Trade and Development is the UN’s lead agency for consumer protection issues and promotes the guidelines in collaboration with governments, businesses and civil society organizations.

3. Sustainable and responsible tourism

There are growing concerns over mass tourism in some of the world’s popular destinations.

Surging international tourism has led to overcrowding in some destinations, not only diminishing tourism experience but also straining infrastructure and negatively impacting local communities and ecosystems.

To change course, countries need more well-rounded policy responses to mobilize both consumers and businesses to conserve biodiversity, protect natural and cultural heritage, with more sustainable and responsible tourism practices for visitors and local populations alike.

“While protecting tourists as consumers, we must also protect our planet from the potential negative effects of tourism,” says Shirish Deshpande, chairperson of Mumbai Grahak Panchayat, a consumer protection body in India.

4. Strengthening consumer trust in travel

Resolving disputes requires efficient and transparent mechanisms, including alternative and online means of dispute resolution, which can guarantee equal access to justice for all tourists and allow them to obtain redress, without unnecessary costs, delays and undue burden.  

In 2022, UN Tourism – then known as the World Tourism Organization – as the UN’s leading  agency on tourism, launched the landmark International Code for the Protection of Tourists, which sets minimum international standards for the protection of tourists as consumers and explores, among others, alternative dispute resolution for global travelers in a way that’s prompt, fair, and without discrimination of any kind.

The code addresses the fragmentation and existing disparities in the rights of tourists’ consumers at the international level, by helping develop and harmonize consumer protection standards worldwide through more transparent and efficient legal and regulatory frameworks.

Stronger global cooperation is necessary to implement the code and continuously develop and harmonize minimum standards for the protection of tourists to mitigate new risks such as the ones raised by digital markets, overcrowded destinations or greenwashing. The code supports building trust in destinations, a critical component for economies depending on international travel to generate much needed resources for jobs and public revenues.

“By addressing these challenges, the tourism sector can rebuild, adapt to consumers’ evolving needs and expectations, and contribute to sustainable development,” says Alicia Gómez, director of legal affairs and international standards, who coordinated the development of the code.