We are the tourism industry. We decide in which direction we want to take our sector and how we do so. Everyone who works in tourism, no matter in which role, is invited to adopt the thoughts and approaches of this manifesto for themselves and to put them into practice in their thought and actions. Many aspects of the manifesto have already been discussed in various ways within the industry, but until now the bigger picture and the interdependencies have been missing from the discourse. This manifesto is intended as a shared, all-encompassing vision for the industry. The intention to work towards common goals expressed here gives us the strength to follow this path with purpose, on both a small and a large scale. The task now is to introduce measures, generate some initial successes, develop some positive momentum and instil renewed confidence within our sector.

1. #impulse4travel
MANIFESTO

2. In the year 2025, tourism acts as an influence on, and driver of, an
open and sustainable world. Its attitudes and courage are viewed positively
by society and policymakers.
The tourism industry is synonymous with agility and progress, the
transfer of knowledge and dialogue between equals, openness towards
new technologies and innovations, ethical and responsible digital
transformation, respectful interaction with others and our environment,
and long-term strategic thinking and actions.
Our vision for 2025:
tourism as a key influence on our
future and the world we live in
#impulse4travel

Aditya
Siva
|
unsplash.com

3. Our vision for 2025:
tourism as a key influence
on our future
and the world we live in
In order to meet this expectation, we contribute to society with all our
strengths and expertise. We take responsibility and help to shape:
- ­
our companies;
- our working cultures;
- our products and offerings;
- our open data and system architectures;
- our business models and strategies;
- our alliances and networks;
- and the way we communicate
with the aim of achieving positive outcomes for all stakeholders.
The tourism industry as a key influence on our future and the world we live in!
#impulse4travel

4. By including the world in which we live in our approach, we are moving
the tourism sector’s focus away from pure guest orientation towards a
more holistic view in which the interests of local people are given
equal consideration.
Our vision for 2025:
tourism as a key influence on our future
and the world we live in
If we are to fulfil this ambition, the tourism industry has
to be heavily involved in regional processes and decision-
making. Any negative impact on the local population must
be minimised as much as possible, while maximising positive
influences on the community, the environment and the
economy.
#impulse4travel

5. #impulse4travel
We are the tourism industry. We decide in which direction we want to take our sector
and how we do so. Everyone who works in tourism, no matter in which role, is invited
to adopt the thoughts and approaches of this manifesto for themselves and to put
them into practice in their thought and actions.
Many aspects of the manifesto have already been discussed in various ways within
the industry, but until now the bigger picture and the interdependencies have been
missing from the discourse. This manifesto is intended as a shared,
all-encompassing vision for the industry. The intention to work towards common
goals expressed here gives us the strength to follow this path with purpose, on both a
small and a large scale. The task now is to introduce measures, generate some initial
successes, develop some positive momentum and instil renewed confidence within
our sector.
Your role
in this manifesto

6. #impulse4travel
MANIFESTO
OUR

7. Driven by our new confidence, the tourism industry in 2025 has a positive influence
on society and accepts its responsibility for the future of our planet.
We, the tourism industry, provide fresh ideas and help to shape the future
of society and the economy.
Tourism creates an environment worth living in by engaging in dialogue and
working with all stakeholder groups (employees, businesses, guests and the local
population) as equal partners. In doing so, we take a long-term view and pay
attention to social and environmental justice, both locally and globally.
This is how we promote a constructive and forward-looking image.
1Tourism
can shape the future
#impulse4travel
 Alvin Mahmudov | unsplash.com

8. The tourism industry recognises the need for new, more resilient business models. The
creation of a new, consistent concept of value indirectly brings with it the opportunity for the
industry to readjust price structures and revenue levels with confidence while increasing its
resilience against future uncertainties.
Tourism proactively embraces its role as an industry that straddles several
sectors, with all the opportunities and challenges that this entails. Talking
points such as visitor management, local value creation, progressive mobility
concepts and the shaping of experiences in public spaces already go beyond the
boundaries of core tourism, paving the way for a more holistic destination and
regional management service offering. Tourism can help to promote all-round
positive progress, especially in developing countries.
#impulse4travel
1
Tourism
can shape the future

9. 2Sustainability and
appreciation
as opportunities
for sustainable action
#impulse4travel
 Tim Mossholder| unsplash.com

10. The tourism industry is committed to clear and
strong values that foster openness, fairness
and appreciation. We take a holistic view of
sustainability with all its social, ecological and
economic aspects. We see sustainability as an
opportunity to prepare ourselves for the future,
enhance value creation and become more resilient.
#impulse4travel
Sustainable thinking serves as a guide for how we shape our
value-creation processes and how we select our products, service
offerings and relationships.
The tourism industry is leading the way by adding factors such as
happiness (satisfaction with life), quality of life and sustainability to its
conventional evaluation indicators. These are communicated proactively
and transparently in company reports, in reviews and to customers.
2Sustainability and appreciation
as opportunities
for sustainable action

11. 3A consistent focus on value provides
the basis for market orientation
#impulse4travel
 Riccardo Annandale | unsplash.com

12. In 2025, the tourism industry’s market orientation is no longer price-driven but value-driven. Tourism
strategies give equal importance to the values of tourism stakeholders and the needs and wishes
of the market segments served. In the mass tourism market, customers have often been approached
using what was considered the easiest argument, the price argument, while other selling points were
ignored or considered only of secondary importance. This flawed approach must be overcome through
strategies and business models that are oriented towards specific values and target groups.
We expect the price argument to continue to play a role
in sales strategies, but now alongside with a strong value
orientation and in line with environmental, economic and
social sustainability standards.
#impulse4travel
3A consistent focus
on value provides
the basis for
market orientation

13. 4Genuine openness and
networking in all relationships
#impulse4travel
 Federico Beccari | unsplash.com

14. To live up to its ambitions of promoting innovation, the tourism
industry creates networks across geographical and sectoral
boundaries. Networking at all levels – globally, internationally,
regionally, locally and within organisations – facilitates the creation
of productive and meaningful alliances. Common standards and
open innovation and design processes form the basis for fair
and profitable value chains that are also sustainable.
In 2025, we have access to digital tourism infrastructure,
an open system landscape and open data. These enable the
tourism industry to harness the potential of algorithms and
artificial intelligence for the benefit of users, independently of
global data monopolies.
#impulse4travel
The tourism industry is a leader in digital infrastructures,
open data and open system landscapes. These facilitate
networking, boost innovation and provide benefits at
all levels far beyond the boundaries of our industry, while
putting in place the structures for a varied service offering.
Applications for end customers, and businesses whose
business models are built on them, are enhanced in value by
the fact that many users have equal access to them.
4Genuine openness and
networking in all relationships

15. 5
Ethical design
of socio-technical
development
#impulse4travel
 H Heyerlein | unsplash.com

16. Conscious of its social responsibility, the tourism industry discusses ethical
issues related to technology, data and social impact, implements them in
line with its values and pays particular attention to data protection, equal
opportunities, accessibility and inclusivity.
#impulse4travel
The influence of algorithms and artificial intelligence on all
areas of life is growing, and increasingly autonomous technology is
having an impact on the real world and on tourism. This changes
the perception, organisation and communication of tourism-related
content, the flow and the behaviour of visitors, and the tasks and core
competencies of people working in tourism.
5
Ethical design
of socio-technical
development

17. 6
Putting new ways
of working and travelling
into practice
#impulse4travel
 Tim Gouw | unsplash.com

18. #impulse4travel
The greater reliance on digital collaboration, mainly due to the coronavirus pandemic, and the
resultant blurring of the boundaries between private and working life are driving the changes
to our working culture.
The emergence of new, hybrid types of travel is enhancing traditional forms of MICE and
business travel. The tourism industry is conscious of its role in shaping the future in this area
and manages change processes in line with its values. Furthermore, the tourism sector is open
to all aspects of New Work, is implementing new ways of working and making them available
to customers through targeted offers.
6
Putting new ways of
working and travelling
into practice

19. As professional and private life increasingly overlap, working hours
become more fluid and human interaction is less clearly defined, the
boundaries between tourism and non-tourism become more blurred. The
result is the workation, a new way of life embraced not just by digital nomads
but by many social classes. In response, the tourism industry is creating
credible offerings that add value.
#impulse4travel
The deconstruction of one-dimensional concepts (hotel for overnight accommodation, office for work, etc.)
was already under way before the crisis hit. This allows city centres, in particular, to compensate for their
reduced attractiveness to visitors resulting from the loss of retailers, arts and entertainment venues and
the long-term reduction in office space. New, hybrid places for leisure, work, consumer spending, culture
and creativity developed by the tourism industry offer new opportunities and create appealing spaces.
.
6
Putting new ways of
working and travelling
into practice

20. 7Employees are
an important pillar
of change
#impulse4travel
 you-x-ventures | unsplash.com

21. As a result of the change processes implemented in line with our vision, the tourism industry
in 2025 is an attractive employer paying fair, competitive wages. Technological, social and
environmental changes are reflected in new roles and new tasks for, and demands on, employees.
The tourism industry is responding to this change by intensifying and transforming its vocational
training and boosting professionalisation.
#impulse4travel
Offline, lecture-style teaching in tourism training is complemented by hybrid
formats, such as blended learning, and digital formats, such as e-learning.
The focus has shifted away from the static transfer of knowledge towards
methodological and interpersonal skills.
7
Employees are
an important pillar
of change
The new vision and values of the tourism industry are shared and
supported by its workforce. When it comes to recruitment, the values
and attitudes outlined in this manifesto are given equal weighting with
skills and knowledge. Only by persuading people of the manifesto’s merits
can we change our industry.

22. 8
#impulse4travel
In 2025, the tourism industry interacts as an equal partner with policymakers at
local, regional, national, European and international level. Guided by its vision,
the tourism industry uses its strong voice to shape policy and provide advice,
and actively participates in the development of tourism and society.
The tourism industry
influences policymaking
and provides advice
 Marius Oprea | unsplash.com

23. How will tourism change in 2025? Based on a snapshot of the
current situation and an assessment of future risks and opportunities,
the participants in the preliminary talks presented a varied outlook that
also provided the basis for the final round.
The creation of the impulse4travel manifesto is divided into two phases.
In the run-up to the final think tank, a series of forums was organised by
Tourismuszukunft – Realizing Progress and the Association of German Online
Travel Companies (Verband Internet Reisevertrieb e.V). Here, over 300 experts,
academics, decision-makers and visionaries from the travel agencies, tour
operators, OTAs, destinations, tech companies, start-ups and hotel industry
segments were interviewed.
The creation
of our
manifesto
#impulse4travel
 Lindsay Henwood | unsplash.com

24. During the impulse4travel think tank held from 29 to 31 October
2020, 30 experts met online to share and discuss their views on the state
of tourism in 2025. Political, legal, economic, environmental, socio-cultural
and technological aspects were examined in several world café rounds. The
following questions were the focus of each round of discussions:
1. What overall trend can be seen?
2. What impact will this have on tourism?
3. What options for action are available to the tourism industry?
4. What position/approach should we take?
The results of these talks are mirrored in the impulse4travel manifesto.
#impulse4travel
The creation
of our
manifesto
 Liane Metzler | unsplash.com

25. for the open discussion, the rewarding exchange of views and the creative and professional contributions to the
impulse4travel event and this manifesto goes to:
#impulse4travel
Our Thnanks
Daniel Almendinger
Leipzig Tourismus & Marketing GmbH
Florian Bauhuber
Tourismuszukunft
Realizing Progress GmbH & Co. KG
Günter Exel
Tourismuszukunft
Realizing Progress GmbH & Co. KG
David-Friedemann Henning
BIG MAMA Hotels
Paul Pizzinini
CamperBoys GmbH
Michael Faber
Tourismuszukunft
Realizing Progress GmbH & Co. KG
Volker Herrmann
InteRES GmbH
Andreas Posmeck
GIATA GmbH
Catharina Fischer
Tourismuszukunft
Realizing Progress GmbH & Co. KG
Ömer Karaca
Schmetterling International
GmbH & Co. KG
Konstanze Schilling
Leipzig Tourismus und Marketing GmbH
Christoph Führer
Leitner Touristik GmbH
Andreas Koch
blueContec GmbH
Jochen Szech
asr Bundesverband e.V.
Roland Gassner
Travel Data + Analytics GmbH
Edgar Kreilkamp
Leuphana Universität Lüneburg
Petra Thomas
forum anders reisen e.V.
Carsten Gersdorf
BestFewo.de / BestSearch Media GmbH
Reinhard Lanner
Österreich Werbung Wien
Marina Schöbel
TraveLeague AG
Nicolas Götz
Adigi GmbH
Jamina Mertz
Leipzig Tourismus & Marketing GmbH
Jomique de Vries
pepXpress Touristik & Marketing GmbH
Thomas Wiedau
AERTiCKET GmbH
Ralf Wiemann
erlebe-fernreisen GmbH
Lara Hass
Verband Internet Reisevertrieb e.V. (VIR)
Alexander Mirschel
Tourismuszukunft
Realizing Progress GmbH & Co. KG
Kirsten Feld-Türkis
KEYLENS
Management Consultants
Anna Heuer
HSMA Deutschland e.V.
Volker Schmidt
ServicePLUS Reisen GmbH
Roman Borch
e-confirm GmbH
Michael Buller
Verband Internet Reisevertrieb e.V. (VIR)
Giovanni Cocco
TraveLeague AG
Johannes Böhm
Tourismuszukunft
Realizing Progress GmbH & Co. KG
Nadja Dahlmann
Empire Riverside GmbH & Co. KG
Stefan Egenter
Allgäu GmbH

26. It was not only Corona that showed us how vulnerable the tourism industry is. Political crises, natural
disasters and advancing climate change were already affecting the tourism business before the COVID19
crisis.
The excesses of mass tourism have led to real problems in many regions and businesses.
That‘s why we want - or rather need - to rethink tourism. The current challenges also reveal opportunities:
Opportunities for the future of the entire travel industry.
RETHINKING TOURISM
#impulse4travel - the future of the tourism industry is a joint initiative of
Verband Internet Reisevertrieb e.V. (VIR) and Tourismuszukunft
supported by
licensing of the document: CC BY 2.0 DE | Licensor: impulse4travel
cover photo / page 6 : Marc Oliver Jodoin; unsplash.com
layout / graphic: einfach-kommunikationsdesign.de