Closing tourism's climate adaptation gap: why awareness alone is no longer enough

Two out of three tourism stakeholders expect climate change to significantly affect their destinations within the next five years. Yet only 18% say their destination has already implemented a climate adaptation strategy. Based on responses from 172 tourism stakeholders across 60 countries, the survey highlights one of tourism's most pressing challenges: closing the gap between recognising climate risks and embedding adaptation into everyday destination management.

Tourism depends on functioning ecosystems, reliable infrastructure and attractive destinations. As climate change increasingly affects these foundations, adaptation is becoming a strategic priority for destination management. Importantly, the next five years are not a distant planning horizon. They are the period in which destinations make investment decisions, develop tourism products, plan infrastructure and allocate budgets. The survey suggests that climate adaptation is increasingly being viewed not only as an environmental issue, but also as a management and competitiveness challenge.

Awareness is growing, but implementation is lagging

While awareness of climate risks is high, implementation remains limited. Only 18% of respondents report that their destination has adopted and implemented a climate adaptation strategy, while many others are still developing plans or discussing adaptation measures.

The survey identifies a clear climate adaptation gap: the distance between recognising climate risks and translating them into resilient action. The findings suggest that many destinations now face less of an awareness challenge than the task of embedding adaptation into governance, financing and day-to-day destination management.

Adaptation efforts taking shape amid ongoing challenges

The survey shows encouraging progress in several areas. Many destinations are investing in early warning systems, crisis planning, stakeholder engagement and the integration of climate adaptation into tourism planning. Practical measures such as nature-based solutions, tourism product diversification, infrastructure upgrades and staff training are also becoming increasingly common.

However, more transformative actions – including long-term financing mechanisms, business continuity planning, supply-chain resilience and the relocation of vulnerable assets – remain far less developed.

Reflecting this, only 8% of respondents consider current adaptation measures effective or very effective, suggesting that many initiatives are still fragmented or at an early stage. The results show a sector in transition: adaptation activities are underway, but more systemic approaches requiring long-term investment, institutional coordination and organisational change remain less advanced.

What is holding back progress

One of the most striking findings is that the main barriers to climate adaptation are structural rather than motivational. Respondents identify fragmented responsibilities, inconsistent policy frameworks and insufficient funding as the greatest obstacles to implementation.

Accordingly, the strongest support needs include reliable multi-year financing, clearer policy guidance, stronger institutional capacity and improved access to climate data and practical tools.

Taken together, the findings suggest that tourism no longer lacks awareness of climate risks. Rather, respondents identify governance, financing and institutional capacity as the key enabling conditions for moving from strategy to implementation.

From climate adaptation to resilient tourism management

The White Paper argues that climate adaptation should not be viewed as a stand-alone sustainability initiative. Instead, it should become an integral part of resilient tourism management, an approach that connects climate resilience with destination competitiveness, innovation and long-term viability.

mascontour's Resilient Tourism Model provides a practical framework for integrating climate adaptation into destination management. Built around four complementary dimensions – Renew, Rebuild, Retain and Reinforce – the model encourages destinations to integrate climate adaptation into long-term planning, anticipate future challenges, safeguard the natural, cultural and social assets on which tourism depends, and strengthen preparedness, risk management and recovery capacity.

Rather than responding to individual climate events, resilient tourism management encourages destinations to systematically prepare for changing conditions while safeguarding their long-term attractiveness and competitiveness.

Awareness alone will not build resilient destinations

Climate adaptation has become one of tourism's defining strategic challenges. The survey shows that the sector is increasingly aware of the risks, but awareness alone will not build resilient destinations.

Closing the adaptation gap is likely to become an increasingly important factor in strengthening destination resilience and competitiveness. It calls for stronger governance, long-term investment, integrated planning and continuous learning across the tourism ecosystem.

Overall, the survey points to a clear shift in focus: from recognising climate risks towards strengthening the systems that enable destinations to adapt. The findings suggest that destinations integrating climate adaptation into long-term management and decision-making may be better positioned to remain resilient and competitive.

Download the full White Paper here (PDF, 6.0 MB)to explore the complete survey findings and practical recommendations.

Join the discussion at the ITB Berlin Convention 2027, where industry experts will explore how destinations can accelerate the transition from climate awareness to resilient tourism management.