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general willingness of industry to engage with
academia to address challenges.
As an example, an academic project to
develop a wider set of indicators that do reflect
the greater sustainability impacts of the
industry (positive and negative) has been
strongly supported by the World Economic
Forum, UNWTO, WTTC and the Pacific Asia
Tourism Association amongst other industry
associations. In collaborating to create such a
set of sustainability indicators the tourism
industry will place itself ahead of many other
industries and take a great leap forward in
demonstrating the importance it places on
sustainability. It is this engagement with
sustainability challenges that indicates a
market transition is underway, and also raises
questions about possible compromises that
may slow down progress in practice and in
research.
Challenging opportunities ahead:
Seeking durable solutions to sustainability
challenges brings about a sense of adaptability
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