Linda Lee, Senior Director of Corporate Communications at Shiseido Travel Retail, reflects on the recent World Tourism Day (27 September) and the role that tourism plays in promoting peace and harmony. From fostering cultural exchange to driving sustainable development, Shiseido Travel Retail says it is committed to championing responsible, inclusive, and respectful travel.
Shiseido Travel Retail recently gathered with partners and peers as an industry at the annual TFWA World Exhibition and Conference in Cannes, writes Linda Lee.
As a traveller-centric business and industry, there is a unique opportunity to leverage tourism as a force for good. How can we play a leading role in creating a sustainable and inclusive travel ecosystem? It starts with harmony. At Shiseido, we believe in the power of beauty to create a harmonious world, and travel can often bring our belief into action.
Emerging travel trends
This year, the United Nations-led World Tourism Day is themed Tourism and Peace. Learning from the broader travel industry, we were keen to understand how travel can shape and foster cultures, drive sustainable development and build communities around the world.
Two industry thought leaders – Mich Goh, Director of Public Policy, Asia Pacific from Airbnb and Matin Mohdari, Head of Public Policy, Government and Corporate Affairs (Southeast and South Asia) from Expedia Group shared the key travel trends that are shaping the future.
Rise of group travel and desire for stronger connections
In a post-pandemic world, families, multi-generational groups and friends are placing a higher value on connection during travel. This desire is reflected in the surge of group bookings on Airbnb, with over 80% of reservations worldwide in this category.
Set Jetting: Travel inspired by TV shows and movies
Inspired by popular TV shows and movies (e.g. White Lotus in Thailand), set jetting is inspiring Gen Z and Millennials to explore iconic destinations for deeper cultural immersion.
Event-led travel: Experiencing global moments
Event-led travel, driven by music festivals and sporting events such as the Paris Summer Olympic and Paralympic Games, promotes cultural exchange while creating economic opportunities for local communities.
Destination dupes: Affordable alternatives to iconic destinations
More travellers are opting for secondary cities that offer equally compelling experiences, helping to spread tourism’s benefits to more communities.
Sustainability: Growing demand for ethical and eco-friendly travel
Gen Z and Millennials prioritise sustainable travel, focusing on eco-conscious behaviours such as reducing waste and choosing experiences that are both environmentally and culturally respectful.
These trends not only reflect the changing behaviours of today’s travellers, but also align closely with Shiseido Travel Retail’s commitment to champion responsible, inclusive and respectful travel.
Shaping a sustainable future through responsible travel
A key truth stood out: when travellers approach destinations with respect and curiosity, travel becomes more than just an experience – it becomes a bridge between cultures. For example, Airbnb’s home-based stays have redefined the way travellers engage with local cultures and communities, sparking curiosity and breaking down cultural barriers.
Travel is transformative for everyone – from travellers, businesses, to local communities. At Expedia, they are committed to inclusive travel, ensuring that tourism benefits people from all walks of life, including those with disabilities and young families.
These insights resonated with our beliefs. Our global commitment to responsible travel aligns with four key United Nations Sustainable Development Goals: decent work and economic growth, responsible consumption, climate action, and marine conservation. To embark on this movement, Shiseido Travel Retail team is undertaking shared actions with the launch of The Better Journey Pledge.
Travellers today have a responsibility, not only to experience the world but to contribute positively to the places they visit. Personally, I have embraced this philosophy by making intentional choices during my travels, such as supporting local farmers’ markets. These decisions, while seemingly small, contribute to sustaining local economies and preserving cultural heritage.
Join us in the Better Journey Pledge today, whether it’s reducing waste, supporting local businesses or approaching new cultures with openness and curiosity, every journey offers an opportunity to contribute to a more peaceful and harmonious world. ✈
