Buhalis, D, Leung, XY, Fan, D, Darcy, S, Chen, G, Xu, F, Wei-Han Tan, G, Nunkoo, R, Farmaki, A, Buhalis, D, Leung, XY, Fan, D, Darcy, S, Chen, G, Xu, F, Wei-Han Tan, G, Nunkoo, R, and Farmaki, A
The tourism industry is one of the world’s largest industries, representing 10% of global gross domestic product (GDP) and accounting for 25% of new jobs pre-pandemic (World Travel and Tourism Council, 2022). As a driving force of the global economy, tourism has a long history of contributing to global sustainable development (Scheyvens and Cheer, 2021). Global tourism management and marketing is in transformation and therefore: Smart sustainable tourism strategies should be applied, using evidence-based tourism management and marketing knowledge, to facilitate the propagation of best practices in tourism management and marketing. The implementation of such practices should facilitate the co-creation of value for all stakeholders, by adhering to ethical principles and ensuring the welfare of all involved – from academia to industry players, destination residents and consumers. Smart strategies should lead to the transformation of tourism, supporting sustainable development and inclusive societies (Buhalis, 2022). About four decades ago, sustainable development was coined by the United Nations (UN) as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” [World Commission on Environment and Development (WCED), 1987, p. 43]. Since then, sustainable development has been embedded in UN development agendas such as Agenda 21 (United Nations, 1992) and Millennium Declaration (United Nations, 2000) as a principle of international development thinking. In 2015, the UN introduced the newest development agenda – the 2030 agenda for sustainable development – as a shared blueprint for a globally sustainable future (United Nations, 2015). Agenda 2030 comprised 17 interlinked sustainable development goals (SDGs), urging all countries and all industries to engage in global partnerships to achieve social equality, economic growth and environmental protection (Scheyvens and Cheer, 2021). In 2017, UNWTO declare