Baku, Azerbaijan – Addressing world leaders during Ocean Action Day at COP29 in Baku today, the World Travel & Tourism Council (WTTC) called for urgent climate investment in coastal and marine tourism to protect it from escalating climate risks.

To achieve necessary mitigation, WTTC says that coastal and marine tourism will require annual investments of $30 billion for direct emissions reduction, with total needs reaching as high as $65 billion when including climate adaptation efforts.

Developed in collaboration with Iberostar Group and Oxford Economics, the soon to be released report Climate and Ocean: Quantifying Coastal and Marine Tourism and Protecting Destinations underscores the dual need for climate action and resilience-building.

In 2023, coastal and marine tourism directly generated US$1.5 trillion and supported 52 million jobs globally. It also accounted for approximately 50% of all tourists’ spending globally, generating $820 billion in direct tax revenue.

Despite its economic importance, the environmental footprint from coastal and marine tourism calls for rapid mitigation and adaptation measures.
The report highlights that coastal and marine tourism directly contributed 0.8% of global GHG emissions in 2023, equating to 390 million tonnes of CO₂.

Coastal destinations worldwide, especially those in vulnerable regions, face mounting threats from climate change, including rising sea levels, extreme weather, and coastal erosion.

Small Island Developing States (SIDS) and Pacific coastal areas in particular, are under severe strain, with rising climate-related displacement and economic losses posing urgent challenges.

This makes clear that investments in climate action are not just essential but urgent.

This report was developed to support the Coastal Tourism Breakthrough under the leadership of the Marrakech Partnership for Global Climate Action, and the UN High Level Climate Champions, which, since COP22 in 2016, have been instrumental in mobilising non-state actors to advance the Paris Agreement’s objectives.

The Ocean Breakthroughs are transformative pathways covering five key ocean sectors: Marine Conservation, Shipping, Ocean Renewable Energy, Aquatic Food and Coastal Tourism. Accelerated action and investments in these sectors could deliver a reduction in GHG emissions of up to 35% and contribute to a resilient, nature-positive and net-zero future by 2050.

Julia Simpson, President & CEO WTTC, said: Coastal and marine tourism is a lifeline for millions globally, generating US$1.5 trillion to the world’s economy. But it’s on the frontline of climate change.

Protecting our coast and marine life isn’t just an environmental necessity; it’s a social imperative. Our report quantifies the scale of the challenge. Reducing the environmental impact of coastal and marine tourism could cost US$ 65 billion every year.

Given the economic and social value of coastal tourism we are calling on governments, development organisations and Travel & Tourism businesses to act now to safeguard these vital natural resources.

Gloria Fluxa, Vice-Chairman and Chief Sustainability Officer for Iberostar Group and Chair of WTTC’s Sustainability Committee, said: It is never too late to act. To safeguard our industry, its people, and the ecosystems we rely on, we must focus on mitigating our operations, transforming supply chains, and investing in nature with nature-based solutions for climate adaptation. Decarbonization and adaptation are essential investments to building a resilient, nature-positive tourism model.

We support the Ocean and Climate Platform’s call for bold investments in coastal resilience. The Coastal Tourism Breakthrough under the Marrakesh Partnership offers a clear roadmap to cut emissions by up to 35%. Now is the time for decisive action to ensure our destinations thrive for generations.

Loreley Picourt, Executive Director of the Ocean and Climate Platform said: These findings were developed in support of the Coastal Tourism Breakthrough, one of the five pillars of the Ocean Breakthroughs developed under the Marrakech Partnership for Global Climate Action to deliver for Climate, Nature and People.

Since COP22 in 2016, the Marrakech Partnership has been instrumental in bringing civil society together to drive ambition towards achieving the Paris Agreement’s objectives. The Ocean Breakthroughs, which cover Marine Conservation, Shipping, Ocean Renewable Energy, Aquatic Food, and Coastal Tourism, highlight where accelerated action and investment could yield up to a 35% reduction in global GHG emissions. Together, they offer a powerful blueprint toward a resilient, nature-positive, net-zero future by 2050.

The report highlights climate solutions which are proving to have a positive impact, such as Visit Scotland, which has invested heavily in renewable energy and low-carbon infrastructure to cut emissions.

In Thailand, the Mangrove Action Project in Nai Nang shows how mangrove restoration can protect coastlines and build resilience.
WTTC urges governments, businesses, and communities to unite to protect coastal and marine tourism destinations.

With dedicated investment in mitigation and adaptation, these unique regions can continue to thrive economically while preserving their natural beauty for future generations.

To read the report in full, please visit WTTC Research Hub.