Rapid rural development shall be done sustainably and responsibly: PATA CEO

The admiration for rural tourism, according to Liz Ortiguera, CEO of PATA, is a silver lining to the pandemic-driven industrial impact, but it can have severe consequences if rapid rural growth is not done sustainably and responsibly. PATA strives to advance methods that promote good growth. PATA recently co-hosted the 15th UNWTO/PATA Forum on ‘Tourism and Rural Development,’ during which Ortiguera stated that rural tourism is growing in popularity across Asia-Pacific, owing to consumer demand and government efforts to ring-fence safe vacation destinations.