Friday, January 24, 2025 At the World Economic Forum (WEF) Annual Meeting 2025 in Davos, Switzerland, Trip.com Group , a global leader in travel services, emphasized the urgent need for closer public-private collaboration to address challenges in the tourism industry. The session titled “The Way We Will Travel” brought together leaders in government, business, and civil society to discuss global travel trends and solutions to ongoing challenges.
Trip.com Group CEO Jane Sun , joined by prominent panelists including Albania’s Prime Minister Edi Rama and Saudi Arabia’s Tourism Minister Ahmed Al-Khateeb , highlighted “unbalanced tourism” as a pressing issue impacting the sector’s long-term growth and sustainability. The discussion focused on the phenomenon of unbalanced tourism, where overcrowding in popular destinations creates strain on local infrastructure and backlash from residents.
Ms. Sun noted that many traditional travel hotspots in Europe are experiencing excessive tourist volumes, while other equally captivating destinations remain underexplored. She stressed that better collaboration between private enterprises, local authorities, and governments could help divert travelers to less congested areas.
By leveraging technology and crafting attractive policies, stakeholders can encourage tourists to visit lesser-known regional destinations, fostering more balanced tourism and reducing the burden on iconic landmarks. This approach would also help distribute ec.
