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Purpose

This paper aims to explain how innovation can contribute to sustainable tourism growth, bearing in mind that tourism was never a factor of conflict but a factor and a sign of peace and prosperity.

Design/methodology/approach

The paper is based on information drawn from official information sources and relevant data from Travelport.

Findings

Sustainable tourism growth is unstoppable and is already a reality – proved by decades of permanent growth. Sustainable tourism growth is needed for economic, social, cultural, environmental and political reasons. A continued and sustainable tourism growth is possible with better management and the innovation and technology support.

Originality/value

Tourism performance in recent decades proves that tourism can meet societal expectations and demands at all levels and is a determinant factor of cultural interchange and an important pillar for peace and harmony between different nationalities.

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