This article forms part of a series of publications under MEDUSA project to promote less-known natural and cultural touristic assets in our partner territories Jordan, Lebanon, Tunisia, Puglia (Italy) and Catalonia (Spain). Enjoy reading and hope to welcome you soon to one of the wonderful places you will get to know here. 

Barbara Fritz is a sustainable tourism expert, CEO and founder of AGEG Tourism Sustainability, a pioneer in sustainable tourism development who in the last 20 years has supported and implemented sustainable tourism development in more than 25 countries around the globe. Barbara provides insight into the opportunities that adventure tourism can bring to the Mediterranean region and its communities.

Besides the economic benefits of continuous growth and the crucial role that tourism plays in many countries, social and environmental impacts remain unbalanced as a result of uncontrolled spread of visitor flows (“over-tourism”), growing pressure on natural resources and unsustainable tourism concepts (all-inclusive tourism packages, day tourism etc.), and lack of knowledge about the competitiveness of sustainable tourism practices and innovative sustainable tourism.

This development, including digital transformation, as well as new booking platforms for tourism services (e.g., in the accommodation sector) and emerging conflicts such as managing growing visitor flows, led in pre-COVID years to increasing recognition of the need for sustainable, planned management of destinations through effective and professional leadership and a more strategic approach to sustainability.

But nowadays, Covid-19 has changed “the world of tourism” and nothing is as it was before. According to the World Tourism Organization, global tourism suffered its worst year on record in 2020, with international arrivals dropping by 74% and destinations worldwide welcoming 1 billion fewer international arrivals in 2020 than in the previous year. This has put more than 100-120 million direct jobs at risk.

Despite the significant negative impacts of COVID-19 on tourism, do you see any potential future benefits the crisis could bring?

This worldwide crisis is definitely providing an opportunity to rethink and restart tourism for the future and the vision of “sustainability as the new normal” is discussed as a new vision for the future of tourism.

If we talk of sustainable tourism, how would you describe the new trend of sustainability?

Cultural diversity, authenticity and nature experiences will play a crucial role and together with sustainable nature, culture and adventure practices will be the success model for a future tourism industry.

How would you assess the potential of the 5 MEDUSA destinations (Catalonia, Tunisia, Lebanon, Puglia and Jordan) in terms of sustainable adventure tourism destinations?

Breath-taking! The destinations gather a unique combination of cultural diversity and richness, natural beauty, spectacular landscapes, authentic traditions and the unique Mediterranean art of living.

Could adventure tourism development create new economic perspectives for the MEDUSA region?

Experiences around the globe have shown that adventure tourism can turn into a job engine for local communities whenever it is professionally developed based upon sustainable principles. All five destinations already have community-driven tourism structures, including authentic accommodation and sustainable tourism infrastructure, protected areas and flagship products like for example, cross-country trails in place. The challenge is now to fine-tune the products and introduce them as one joint product and brand to the international sustainable tourism market.