Sensitizing the youth to sustainable tourism is essential for the preservation of our planet: Tourism is a significant player in the global economy, contributing about 10% of the world's GDP and employment opportunities.

The 18th century birthed modern tourism, far from the mass phenomenon it is today. These early tours catered to a wealthy elite, seeking cultural enrichment and intellectual stimulation. However, the seeds sown in this era blossomed into today's unsustainable mass tourism.

Within the dynamic hospitality and tourism sector, the intangible thread that unites an organization - corporate culture - holds significant importance.

Corporate culture encompasses collective values, norms, beliefs, and behaviors that define an organization. It tells how employees engage, make choices, and cater to guests.

The tourism and hospitality sector plays a vital role, contributing 8.3% to the global GDP and supporting one in every ten jobs worldwide. Investments in this industry have a domino effect, promoting growth at the grassroots level. Tourists' expenditures directly inject funds into local businesses such as hotels, parks, stores, and services.

In the ever-evolving hospitality realm, amenities and unique destinations are merely background elements. The true essence lies in the invisible bond that unites a team - cohesion. It is a finely tuned mechanism, where everyone feels esteemed and functions harmoniously. This collaboration is the heartbeat of guest experiences and ultimately, a prosperous enterprise.

The hospitality and tourism industry, once a sector filled with passionate individuals, is now facing a challenge in retaining its workforce. Long hours, stagnant wages, demanding schedules resulted in a talent exodus. To address this and replenish the industry's workforce, a comprehensive approach is necessary, which involves acknowledging past shortcomings and presenting an exciting future.

The traditional tourism model poses a significant threat to the environments it depends on, with concerns such as overexploitation of resources, pollution, and cultural homogenization. To ensure the sustainability of this vital industry, a shift towards sustainable tourism is essential.
The impact of unsustainable tourism on the environment is clear.

Earth Day holds a special significance for AMFORHT, much more than a simple celebration. It serves as a powerful reminder to take action and reinvigorate our mission. We are committed to empowering our partners and encouraging them to embrace sustainable tourism strategies.
At the heart of AMFORHT's lies the concept of responsible tourism.

This year United Nations General Assembly Sustainability Week addressed most urgent global challenges with a notable shift:
The inclusion of a high-level theme focused on tourism.
While tourism is commonly associated with leisure, it holds tremendous potential in advancing the UN Sustainable Development Goals (SDGs), propelling progress.

Heritage, which includes both tangible elements (historic buildings), as well as intangible aspects (folklore and traditions), plays a key role in the hospitality and tourism industry.
For local populations, heritage acts as a compelling narrative of their history. It serves as a link between generations, connecting them to their past and fostering a strong sense of belonging.
This pride in their heritage translates into a highly motivated workforce within the tourism sector.