AM Reports Volume 13 ´Transformative Tourism for Our Sustainable Future´

Substantial academic and industry based research points to the encouraging trends of ‘new tourism’ in which increasingly conscious hosts and conscious travelers use tourism as a transformative medium to practice and promote the need for sustainability of our planet and humanity. It is important to note here, that this new trend goes hand in hand with the notion of responsible tourism that has been widely promoted by our 2012 campaign ‘One Billion Tourists: One Billion Opportunities’, when tourists have been called upon to make their actions count in terms of caring for places and communities they visit. In contrast, we see how conscious consumers/transformative travelers make proactive initiatives themselves by using travel to re-invent themselves and the world. They travel in order to volunteer and make a difference; they value what is slow, small and simple and aim for self-reliance; they are connected and communicative; they seek meaningful experiences that help them to develop personally and collectively and they genuinely care about the planet as our only home. Consequently, they use travel to reflect upon their lives and to gain the courage to make crucial life changes upon their return back home, not only in terms of their lifestyle but also the type of work they engage in. Often, they turn into innovative and social entrepreneurs of transformative and conscious hosting/businesses themselves. 

In line with this, we are pleased to inform that we are currently preparing the next volume of the UNWTO Affiliate Members Global Report series on the topic of ´Transformative Tourism for Our Sustainable Future´, jointly published with Affiliate Member Institute for Tourism in Zagreb, Croatia. It will provide practical information on best practices and key research on the trends of transformative travel. 

To this end, we would like to kindly invite your organization to contribute to the publication in the form of case studies to be edited and presented in the report representing contributions as follows:


•             To identify current market trends for transformative travel;

•             To identify successful case studies;

•             To outline key characteristics of conscious hosting and businesses;

•             To outline the benefits of transformative travel and tourism;

•             To distinguish the value generation for travel destinations; and

•             To comprehend transformative leadership of ‘new’ destination management.


Your contribution would need to include an article (approximately 600 words – font Arial, size 11, in English) discussing how your organization contributes to the trend of Transformative Tourism, and would need to be received by 24 April 2015 to This publication will possess high visibility, will be distributed worldwide, and will present up-to-date information on the future of tourism and its transformative potential. 

We would also like to invite you to provide any topically appropriate images (photos, graphs, charts, etc.) as well as your company logo with your content if you like; all content and resources will be fully attributed according to your requests. 

To this end, we would also greatly appreciate your feedback and perspective for this project offering valuable insight.