INTERNATIONAL JOURNAL OF TOURISM, TRAVEL AND HOSPITALITY LAW noted: “Sustainability must no longer be a niche part of tourism but must be the new norm for every part of our sector”27. Recently, after reviewing the progress of adopting measures, the UNWTO has released the Recommendations for the Transition to a Green Travel and Tourism Economy for an even better understanding of how to build sustainable tourism and stimulate the action28. According to the UNWTO policy overview, a strong and widespread policy response to mitigate the crisis and help tourism recover has been evident29. Most of the national jurisdictions have incorporated measures proposed by the international community, taking into account national circumstances. Since the initial measures related to the financial support of the industry were adopted, governments have announced strategies to promote and restart domestic tourism. Domestic tourism became a priority and, indeed, the driving force behind tourism recovery. Two groups of measures were mainly adopted for its restart: (1) financial and (2) marketing and promotion30. Several countries facilitated the development of tourism products and destinations, mainly related to nature and open-air activities, far from congested areas. An easing of travel restrictions encouraged the increase of various forms of domestic tourism, for instance, visits to natural protected areas, adventure, ecotourism and rural tourism. For instance, Jordan and the Royal Society for the Conservation of Nature (RSCN) provided support for the campaign “Travel Inside your Country”, promoting natural sites. To give another example, Argentina started promoting and developing commonly unknown rural and local areas to create a diversity of domestic destinations. The tourism industry has already struggled enough and still continues to “reap the fruits” of the pandemic outcomes. The beginning of the recovery of tourism activities through a gradual restart of domestic tourism is aligned with the goals of preventing the further spread of the pandemic impacts and simultaneously supporting the most damaged sector. Firstly, it meets the current travel demand and will help its future reignition. The pandemic realities created a shift in consumer demand toward domestic travel in Europe and some other regions31. Furthermore, it will help the development of new tourism products 27 https://www.unwto.org/covid-19-oneplanet-responsible-recovery 28 UNWTO (2021), Recommendations for the Transition to a Green Travel and Tourism Economy, UNWTO, Madrid, DOI: https://doi.org/10.18111/9789284422814 29 UNWTO: COVID-19: Measures to Support Travel and Tourism [accessed on 15.04.2022]. 30 UNWTO: Understanding Domestic Tourism and Seizing its Opportunities (2020) Briefing Note – Tourism and Covid-19, Issue 3. 31 Rogerson, C.M & Rogerson, J.M. (2021). COVID-19 and Changing Tourism Demand: Research Review and Policy Implications for South Africa. African Journal of Hospitality, Tourism and Leisure, 10(1): 1-21. DOI: https://doi.org/10.46222/ajhtl.19770720-83.
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