If human memory is refreshed, it flourishes.

The first known civilized society, from the magnificent architectural structures of the Sumerians to the advanced medical techniques of the Egyptians, the Phoenicians who sailed the seas and excelled in seafaring, the Ancient Greeks who intertwined sports and religion, and the Ancient Romans who transformed events into “money” and “motivation” – throughout history, people from different social and economic classes have participated in tourism for various reasons.

Dependent on fundamental dynamics such as the structure of society and production relations, individuals belonging to these societies have formed some common perceptions, triggering various activities in their daily lives. Throughout the course of history, these developments influencing the basic dynamics of society have undoubtedly led to a common “social transformation.”

Considering that the tourism of the time was based on social class differences, shaped within the scope of craftsmanship production, and with limited technological developments, it can be seen that the tourism market was shaped by “money” according to the individual demands of the upper class.

As my thoughts wander through the “past” on the stage of history, when I turn my direction to the “future,” I find myself realizing that a “transformation” is necessary for tourism.

The transformation between eras and civilizations reviving with an innovation without exception… Free, unique, innovative… Thanks to the technology that entered our lives and industry in the 19th century, tourism seems to have become more free, more innovative, and more special.

So, when we push our thoughts and reality to the definition of “unlimited freedom,” can we create technological tourism that fits this description? Can we, as marketing professionals, elevate factors such as color, sound, smell, touch, emotion, etc., to a higher level with technology? Or can we build investments in virtual reality, just like in Hollywood movies?

In my opinion, within the next 50 years, there will be a profound transformation in tourism with the influence of modern thought and techno-industry, whose foundations were laid today. History will come to life on a new page. As a result, we will encounter a tourism industry where environmental sensitivity and sustainability concepts are emphasized, extraordinary and virtual experiences take center stage, information and communication technologies are maximally utilized, and an excessively personalized tourism industry prevails. We can say that the “transformation” has already begun globally with the change in the direction of “money.”

For this reason, I believe it is important for us, as global tourism professionals and academics, to experimentally test how we evaluate the current tourism paradigm, what our predictions are for the future of tourism, and to prove whether the current system is still valid today.

Burçak ATAK
Managing Partner of Consultinghtc