The Principles for Responsible Management Education and Responsible Tourism Strategies: Success, Failure or Trauma for Generation Z?

The purpose of this chapter is to present secondary data around how the Principles for Responsible Management Education (PRME) are adopted in a global context whilst making comparisons with the Travel and Tourism Competitiveness Index from the Travel and Tourism Competitiveness Report 2019. The discussion is centred around young adults (Generation Z) and their potential role and importance. In essence, we are trying to examine if tourism sustainability educational practice adopted within countries appears to transition into industry practice. For this, we consider success both from the perspective of tourism sustainability and general economic competitiveness. The findings suggest significant gaps (or current failure) between PRME delivery and achieving tourism sustainability globally, but generally highlight economic success where PRME uptake is strong. Thus, it would appear that PRME is not yet transitioning into industry practice; therefore, more needs to be done or adapted to achieve greater tourism sustainability, and we emphasise the role of Generation Z within this.