The words war and peace have acquired definite, non-theoretical meanings for any citizen of modern Ukraine. One can only thoroughly discuss peace when one sees every day how fragile it can be and what horror war brings. A full-scale war with all types of modern weapons takes hundreds and thousands of lives every day that should have lived. War destroys entire cities and destroys the infrastructure that has been built for generations.
War wipes out the cultural heritage that belongs to all of humanity. War sows hatred and intolerance between peoples for many years to come. There are no benefits in the life of the modern global world that could justify the horrors of war.
Unfortunately, despite the development of technology, globalization, and centuries of sad experience, people who believe that they can solve problems for their countries and themselves personally through military aggression continue to walk the earth. The last three years have shown how powerless and imperfect global institutions are in the event of real threats.
The leaders of the democratic world and the entire system of the modern world order are unable to stop the aggression of any crazy aggressor. Global geopolitics is thoroughly saturated with double standards, political games and intrigues. Everyone pursues their own interests at the cost of the lives of many people. Unfortunately.
Speaking about tourism and travel, we certainly recognize that this sector, which unites millions of people in the industry and billions of travelers, contributes to the world’s knowledge, the development of horizons, and tolerance in people. The more people can afford to travel, the better people will understand each other’s mentality and culture. Looking at other countries’ natural and cultural heritage, people will treat other nations with tremendous respect and a deeper understanding of true values.
The tourism sector is a powerful information resource, as it is represented by a very wide range of participants in the chain of tourism products. A competent consolidated approach to forming the reputation of tourist destinations, strategic and systematic marketing communications with the outside world can change the perception of the country and its people.
Tourism carries positivity, unlike the media, which form the agenda of 90% of political and hot news. To beat the negative news, you need 10 times more good news.
Tourism can produce it, but for this, all participants in the sector in a particular destination must be united and sound in unison. This is not easy, but it is possible. This should be strived for in words and through a systematic and comprehensive approach to managing tourist destinations.
Summarizing all of the above, I would like to call on the global tourism community to be a reference of consolidation in the name of peace, to be a global community with uniform and honest standards built on truth, kindness, love and tolerance.
