Rethinking tourism: where is it going and how will it impact people and planet?

Purpose In this article, the authors introduce the strategic question and demonstrate its relevance to society and for organizations. They also profile the articles selected for the annual global trends issue and explain how they illustrate the various angles on how tourism is impacting people and the planet. Design/methodology/approach The authors draw on a review of their previous research and other available information and on the articles selected to identify how tourism is impacting people and the planet. A brief explanation of the positions and proposals presented by the global trends issue authors as well as their key contributions is also presented. Findings From the analysis undertaken by the authors, it is clear that there is a need to rethink tourism in the aftermath of the COVID-19 pandemic. This is even more important as the tourism industry has already recovered to 2019 levels (pre-pandemic performance) and is expected to break new records by the end of 2023. As the authors reach this milestone, the choice now is either to continue to follow the traditional pre-pandemic model of tourism development and growth or to take the opportunity to rethink where the tourism industry is heading and how it will impact people and the planet. The authors advocate for the second option, supported by research undertaken by the authors in recent years that clearly shows the favourable impact of tourism and why it must be treated and developed with society in mind. This involves use of resources in a sustainable way and distributing the outcomes among all those involved in the process. Originality/value In this introductory article, the authors contextualize the strategic question and demonstrate its relevance to society and for organizations. They also analyze the context of growth that the tourism industry has gone through since the end of 2022 and highlight the perspectives offered by a team of experts invited to reflect on the theme underlying the strategic question.