TOURISM IN BALANCE
Climate adaptation in tourism: why the industry needs a global reality check now I NS I GHT
Climate change is not a temporary disruption; it is a structural condition
As mascontour GmbH launches a joint survey
the right questions at the right time – and to understand how prepared destinations really are for a climate-altered future. Why a global survey on climate adaptation now? Climate adaptation has long been discussed in tourism, but often in fragmented, reactive or highly technical ways. What has been missing is a global, destination-oriented perspective that cuts across regions, development levels and destination types. “We felt that the conversation had reached a turning point,” says Matthias Beyer, Managing Director of mascontour. “Most destinations no longer question whether climate change matters for tourism. The real issue now is: are we adapting fast enough, and are we adapting in ways that actually strengthen long-term competitiveness and sustainability?” Several developments made this the right moment for a global survey: • Climate impacts are no longer abstract future risks; they are operational realities for destinations. • Many destinations have initiated adaptation measures, but with very different levels of maturity. • There is growing uncertainty about which approaches work, under which conditions, and at what scale. • Policymakers, destination managers and tourism businesses are increasingly asking for practical orientation rather than abstract principles. The study was designed to respond to these needs by capturing how destinations perceive climate risks, how they are responding today, and where they see their biggest barriers and support needs.
on climate adaptation
From growth to resilience: a defining moment For 60 years, ITB Berlin has been at the centre of global tourism, reflecting the industry’s evolution, amplifying innovation, and convening the conversations that matter. In 2026, as ITB Berlin celebrates its 60th anniversary and the tourism consultancy mascontour marks 20 years of advising destinations worldwide, the global tourism sector finds itself at a pivotal moment. Tourism has proven remarkably resilient in recovering from shocks, yet one challenge is fundamentally different from previous crises: climate change is not a temporary disruption. It is a structural condition that is already reshaping destinations, tourism products, infrastructure, and governance frameworks around the world. Against this backdrop, ITB Berlin and mascontour have jointly launched a global survey on Climate Adaptation in Tourism. The purpose is not to present ready-made answers, but to ask with ITB Berlin, the consultancy firm’s Managing Director, Matthias Beyer and Project Lead, Thomas Frommhold , explain why the time is right to find out how prepared destinations are for a climate-altered future
130 | ITB GLOBAL TRAVEL COLLECTION
Made with FlippingBook Annual report maker