Tourism needs more than marketing: PATA Chair urges global reset

Peter Semone, Chair, PATA, used the platform of the PATA Annual Summit 2025 in Istanbul to call for a radical industry reset. Destination management must now take priority over destination marketing, he suggested. Noting decades of marketing-first approaches, he emphasised the risks of unchecked tourism growth. “If we do not manage tourism better, we risk eroding the very places we promote,” he added, pointing to global pressures on ecosystems and communities.