The global travel and tourism sector has reached a historic milestone. In 2025, the industry contributed a record US$11.6 trillion to the world economy, representing 9.8% of global GDP (WTTC). While international arrivals have rebounded to 99% of pre-pandemic levels, the crisis of 2020 remains a stark reminder that a sector supporting 1 in 10 jobs worldwide must be built on resilience, not just volume.
Progress on the UN Sustainable Development Goals (SDGs) faces a critical challenge: a $2.5 trillion annual financing gap in developing countries (UNCTAD). Despite tourism’s immense GDP contribution, the small and medium-sized enterprises (SMEs) that make up 80% of the industry face a staggering $5.2 trillion annual financing gap (IFC/G20). To turn record-breaking growth into inclusive development, the TUI Care Foundation initiated Target 8.9 as its dedicated implementation engine.
The Protagonists of Change
Our mission is to bridge the gap between global capital and local impact. One year in, this vision is a living reality. We are moving beyond traditional aid to ensure tourism captures economic value where it matters most—in the hands of local entrepreneurs.
Take Alicia, CEO of Manderly Agriculture in Cape Verde. In a country where nearly 80% of food is imported, Alicia is using high-tech hydroponics to prove that sustainable local production is possible, even in arid environments. By connecting her yields to the tourism value chain, she is ensuring that “Field to Fork” is a reality for Sal Island’s hotels. Parallel to this, the TUI Futureshaper House serves as a strategic catalyst, offering a physical and intellectual bridge for the island’s most ambitious talent. By integrating digital clinics, financial literacy, and mentorship, the hub transforms underutilised potential into a professional network of investment-ready businesses.
In Spain, the focus shifts to the digital frontier. Through our partnership with Wayra, we are empowering a new generation of digital innovators to tackle overtourism by decentralising demand. These “Futureshapers” are not just building apps; they are redesigning how tourism flows are managed to protect local communities.
While Cambodia’s tourism sector is a vital economic backbone, it faces a steep climb to return to its pre-pandemic GDP contribution. The challenge lies in the fact that 99.7% of businesses are MSMEs that often struggle with low digital adoption and barriers to formalisation (Nay et al., 2026). An SME programme is moving the needle through intensive accelerator cycles that bridge the gap between local ambition and international standards. These workshops ensure that Cambodian entrepreneurs can adapt to modern market demands while maintaining their unique cultural identities, transforming the country into a premier destination for conscious travellers.
In Jamaica, we are working to ensure that the residents of Montego Bay benefit directly from a more diversified tourism model. The urgency of this mission was highlighted by the devastating impact of Hurricane Melissa in late 2025, which exposed the vulnerability of local livelihoods. To build lasting resilience, we are scaling SMEs through TUI Futureshapers Jamaica and empowering the creative community with TUI Colourful Cultures Jamaica. From vibrant murals and creative arts festivals to masterclasses that turn SMEs into sustainable businesses, we are ensuring that cultural preservation and economic growth flourish hand in hand.
“Tourism is more than a holiday; it is a multifaceted value chain that stimulates agriculture, culture, and technology.”
Data-Driven Impact: Year One in Numbers
Target 8.9 was built to scale. In our first year, we have moved from a strategic blueprint to an active global portfolio:
7 Projects already operating and delivering tangible impact on the ground
3 Projects in the active implementation pipeline
10 Additional Projects currently under our management across the globe
The TUI Care Foundation acts as the heart and primary funder of this mission, co-creating and connecting holidaymakers to sustainable causes. Target 8.9 serves as the scale and implementation engine, providing the technical expertise and strategic investment needed to strengthen the tourism value chain.
Rapid-Fire Summary
What is the goal? To promote sustainable tourism that creates decent work and promotes local culture, aligned with UN SDG 8.9.
Who is involved? The TUI Care Foundation as initiator, Target 8.9 as the implementation agency, and many local partners doing great work.
Where is the impact? Currently active in Spain, Cape Verde, Jamaica, and Cambodia, with a growing global footprint.
What is the next step? Scaling our 3 pipeline projects to continue redesigning the tourism system for the long term.
