Tourism is a multifaceted industry that intersects with various sectors, including hospitality, transportation, cultural heritage, and environmental conservation. As such, the transition to sustainable tourism requires a holistic approach that integrates environmental, economic, and social dimensions. The UPREST guidelines aim to facilitate this transition by providing practical strategies and tools that can be adapted to different local contexts.

The rationale for these guidelines stems from the recognition that sustainable tourism is not merely a trend but a necessity. The increasing awareness of climate change, environmental degradation, and cultural preservation demands that tourism stakeholders adopt more sustainable practices. Moreover, the digital revolution presents both challenges and opportunities for the tourism sector. While digital technologies can enhance operational efficiency and customer engagement, they also require new skills and competencies. The UPREST guidelines address these dual challenges by focusing on upskilling, reskilling, and sustainable practices. The emphasis on continuing follow-up activities ensures that the initial training and upskilling efforts lead to sustained improvements and adaptability in the long run.