Q&A | Taleb Rifai – World Tourism Organization: China benefits from ‘serious’ attitute to tourism

Based in the Spanish capital Madrid, Taleb Rifai is the current Secretary General of the United Nations’ World Tourism Organization (UNWTO), having been unanimously elected to the position in 2010 and reaffirmed in 2014.

Selected as a keynote speaker at this year’s China-centric Global Tourism and Economy Forum (GTEF), Rifai gave a presentation yesterday titled “A Journey Well-Traveled”.

Remarking on the latest wave of intrepid Chinese tourists, who are willing to travel more extensively than ever before, the high-ranking United Nations official said that he regards China as “one of the most important countries for tourism today.”

“Not only has Chinese tourism contributed to the global economy, but I see [Chinese] tourism as a political and social tool for promoting China in the world today,” he said, alluding to the people-to-people exchanges promoted under state-sponsored programs like the Belt and Road Initiative.

In an interview with local and international media, Rifai said that China is demonstrating how seriously it takes tourism and this provides fertile ground for the GTEF to become a major calendar event in the global tourism sector.

– How is the Global Tourism and Economy Forum developing as a platform for studying tourism?

Taleb Rifai (TR) – This forum is an example of the success of tourism on the ground [in China]. I think this forum will become one of the most important [platforms] for tourism [discussion] in the world. After only six years [of GTEF], you can already see the results. There are forums that are now 30 or 40 years old and they have not accomplished half of what has been accomplished here.

– What is making this possible?

TR – There is a need today for the world to hear what China has to say about tourism.

We know that most of these meetings used to take place in Europe and North America. [But] the establishment of this forum has turned the equation around. There is now a need in the world to come to China and discuss issues sincerely. It tells the world: ‘You want to know, you want to learn, you want to discuss? You have to come here to us.’ And the world has responded in an extremely positive way.

– Do you expect anything on the tourism industry to emerge from China’s Party Congress this week?

TR – I am perhaps not the best person to comment on this, but I hope that this conference will continue to strengthen the relationship China has with the tourism industry. China is one of the most serious countries in the world when it comes to tourism. The problem that we normally have with tourism is that governments don’t take it seriously. China takes it very seriously and that’s why it is benefitting from it.

– Can terrorism and security issues be considered a threat to the development of the global tourism industry?

TR – The UNWTO has identified three major threats: safety and security, technological disruption and sustainability. In terms of safety and security, we recognize that this is a major challenge, but not one that is insurmountable.

We should not approach safety and security by closing borders, or imposing travel bans or building walls. That does not help; actually that is surrendering to the agenda of the terrorists, who are trying to make us mistrust and hate each other. Travel must be safe and secure and this is a major challenge, but we know it can be because it has been done in many situations [before].

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