The Concept of Meaningful Tourism: A Paradigm for Resilient and Holistic Development

Assoc. Prof. I Nengah Subadra, PhD

Meaningful Tourism (Certified Trainer for Indonesia)

University of Triatma Mulya Bali - Indonesia

Bali, 18 June 2025 

In the contemporary landscape of global tourism, industry stakeholders are increasingly confronted by converging and multifaceted crises—namely, the escalating impacts of climate change, the disruptive advance of artificial intelligence, and the rapidly evolving expectations of post-pandemic travellers. Within this complex context, traditional models of sustainable tourism are increasingly burdened by what has been termed "sustainability fatigue." This fatigue often stems from a narrative that prioritises restraint, compromise, and moral obligation, rather than fostering a sense of mutual benefit or fulfilment among stakeholders. In response, the concept of Meaningful Tourism (MT)—initiated by Prof. Dr. Wolfgang Georg Arlt—has emerged as a transformative and pragmatic alternative paradigm, grounded in Positive Psychology and focused on resilience, relevance, and shared prosperity.

Meaningful Tourism Logo & Branding

At its core, Meaningful Tourism repositions tourism not as a zero-sum game of trade-offs between economic growth and environmental protection, or between host community needs and tourist satisfaction, but rather as a dynamic system of mutually reinforcing outcomes. It is distinguished by its explicit commitment to ensuring both objective benefits and subjective wellbeing for all six key stakeholder groups: visitors, host communities, employees, businesses, governments, and the environment. This inclusive scope is not merely aspirational; it is operationalised through the use of annually measured SMART Key Performance Indicators (KPIs)—goals that are Specific, Measurable, Achievable, Relevant, and Time-bound—thereby facilitating transparent monitoring, benchmarking, and accountability.

 Prof. Dr. Wolfgang Georg Arlt - The President of Meaningful Tourism

Where conventional sustainability discourse often centres on limiting harm and encouraging less consumption, MT reframes the conversation to one of shared value creation. Drawing from Positive Psychology, it emphasises not only the reduction of negative impacts but also the cultivation of positive emotions, meaning, engagement, and relationships across stakeholder groups. This shift encourages tourism experiences that are enriching, contextually grounded, and capable of contributing to both personal development and collective wellbeing. For instance, rather than measuring success solely in terms of reduced carbon footprints or economic yield, MT advocates the integration of metrics that also capture the quality of community-tourist interactions, employee empowerment, cultural integrity, and ecological regeneration.

Moreover, MT acknowledges the importance of adaptive governance, inclusive policy-making, and cross-sectoral collaboration. By aligning stakeholder interests through clearly defined and mutually beneficial objectives, the paradigm fosters synergies that promote resilience in the face of global uncertainty. Importantly, it resists one-size-fits-all solutions by advocating context-sensitive strategies that reflect local values, needs, and aspirations. Thus, MT provides a robust framework for navigating the tensions between global tourism trends and local sustainable development goals.

To deepen holistic understanding of the Meaningful Tourism (MT) concept, it is crucial to recognise its departure from the conventional consumer-centric tourism model. Rather than viewing tourists as passive recipients of service or mere economic units, MT positions them as co-creators of value and experience. This shift acknowledges the growing demand for purpose-driven travel—where visitors seek authenticity, cultural connection, and emotional enrichment. At the same time, host communities are reframed not as backdrops for tourist consumption, but as equal participants whose rights, heritage, and aspirations are integral to the tourism encounter. This reciprocal dynamic fosters dignity, equity, and long-term mutual benefit, especially when community voices shape tourism narratives and planning decisions.

Furthermore, MT’s emphasis on measurable impact adds rigour to its philosophy. By operationalising meaning through SMART KPIs, the model bridges the gap between abstract ideals and actionable strategies. These indicators do not merely assess profitability or visitor numbers but holistically evaluate wellbeing, inclusion, cultural resilience, and environmental regeneration. This makes MT not only an ethical framework but also a strategic development tool, capable of guiding both public policy and private investment. In an age of uncertainty and re-evaluation, Meaningful Tourism provides a forward-looking blueprint—one that aligns tourism with broader human values and planetary boundaries without sacrificing growth or innovation.

Enhancing the Tourist Depth of Cultural Engagement

A core indicator for the visitor stakeholder group concerns the demonstrable improvement in the quality of cultural experiences as perceived by tourists. Rather than measuring volume of participation, the focus is placed on the depth and personal resonance of cultural interactions. This KPI assesses tourists’ sense of connection, authenticity, and emotional fulfilment through post-visit qualitative feedback, narrative evaluations, and experience ratings. It reflects a paradigm shift from passive sightseeing to participatory, interpretive engagement where visitors gain nuanced understandings of local contexts. Such an emphasis aligns with the principles of Positive Psychology by nurturing experiences that are emotionally enriching and personally meaningful, fostering long-term destination loyalty and intercultural empathy.

Strengthening Host Communities Inclusive Participation in Tourism Governance

For host communities, a key performance indicator is the degree to which local residents are substantively involved in tourism planning and decision-making processes. This does not refer solely to numerical attendance at meetings but includes the quality and influence of community input in shaping tourism policy, design, and narrative. Methods such as stakeholder mapping, participatory rural appraisals, and inclusive consultation forums serve as mechanisms for assessing engagement. This KPI is crucial to advancing equity, empowerment, and cultural integrity—ensuring that tourism development is not imposed upon communities but co-created with them. Such inclusive governance also enhances social cohesion and mitigates conflict by legitimising community voices in shaping their socio-cultural futures.

Advancing Employees Capacity Building and Meaningful Work

For tourism-sector employees, the KPI centres on the extent to which staff receive targeted, values-driven training that enhances professional competencies, intercultural sensitivity, and sustainable operational practices. Beyond training completion rates, this indicator considers qualitative outcomes such as perceived job satisfaction, empowerment, and alignment between personal values and organisational ethos. It acknowledges employees not merely as functional actors, but as individuals seeking meaningful, dignified work. As such, this KPI fosters organisational cultures that prioritise continuous learning, emotional wellbeing, and service excellence—thereby reinforcing tourism as a sector capable of delivering both economic and psychological benefits to its workforce.

Deepening Local Economic Business Integration

In the business domain, a key indicator is the extent to which tourism enterprises meaningfully integrate with the local economy. This includes sourcing inputs from local producers, commissioning services from community-based operators, and promoting locally made products within the visitor experience. Evaluation is conducted through supply chain audits, partnership documentation, and qualitative feedback from local stakeholders. Rather than focusing solely on economic metrics, this KPI also assesses the depth of relational engagement—how businesses co-develop products with local actors, respect traditional knowledge systems, and contribute to livelihood diversification. Such integration not only reduces economic leakage but strengthens the destination’s authenticity and resilience.

Institutionalising Transparent Governments Monitoring and Reporting

For governments, a critical KPI involves the institutionalisation of transparent, multi-dimensional monitoring systems that track the implementation of Meaningful Tourism principles. This entails the regular publication of policy briefs, progress reports, and stakeholder consultations that assess social, cultural, economic, and environmental indicators. The emphasis lies on developing a culture of evidence-informed governance—where tourism policies are iteratively improved based on data, stakeholder feedback, and contextual dynamics. This transparency builds public trust, encourages cross-sector collaboration, and ensures that tourism development aligns with broader sustainable development goals and international standards.

Demonstrating Regenerative Environmental Impact

The environmental KPI within the MT framework shifts focus from harm reduction to regenerative outcomes. Rather than solely quantifying reduced waste or emissions, it considers how tourism activities actively contribute to environmental restoration, biodiversity protection, and ecological education. Assessment tools include environmental audits, impact assessments, and community-led conservation initiatives. Tourism enterprises and authorities are encouraged to embed sustainability principles not as afterthoughts but as core operational mandates—such as integrating green infrastructure, facilitating visitor stewardship programmes, and supporting habitat restoration projects. In this way, tourism becomes a positive ecological force, enhancing rather than depleting natural systems.

In conclusion, Meaningful Tourism offers a timely and holistic response to the inadequacies of traditional sustainability models in an era marked by disruption and a global quest for purpose. By aligning measurable progress with the enhancement of human and environmental wellbeing, MT charts a positive and practical path forward—one in which tourism can be not only sustainable but also truly meaningful.