Tourism as a lever for a more inclusive society

Purpose Tourism is an industry with an enormous capacity for galvanizing local economies and for offering economic and social opportunities to broad sectors of the population. But it is not sufficient to just create and develop new destinations, products and services; new models for development that have inclusion at their core need to be adopted, taking up the opportunities offered by a prosperous and growing market. Design/methodology/approach This paper provides a viewpoint analysis of the link between inclusive tourism and tourism development. Findings This paper demonstrates that tourism is about reducing uncertainty around what to expect from a destination or service. It is also about creating an environment where all people feel welcome and included. It creates choice and instils confidence in all people, empowering them to sign up for new experiences. Practical implications In the light of growing inequality globally, this paper demonstrates that it is important to consider how to make tourism, one of the world’s largest industries, more inclusive. Originality/value This paper offers an experience-based analysis and reflection of the bridge between tourism and inclusiveness, particularly in remote and less developed areas.