A new global study, Destination 2030, looks at how ready 63 major cities are for sustainable tourism growth. While it is aimed at the travel industry, the findings are just as interesting for UK property investors. The report sorts each city into five “readiness” levels based on how well they can handle rising visitor numbers without putting too much pressure on their infrastructure or communities.
It goes beyond environmental targets. Readiness also covers things like transport networks, public spaces, cultural attractions and how easily a city can adapt as demand grows. Cities scoring well tend to have room to expand, strong local planning and the ability to improve quality of life for both residents and visitors. Those that score lower might be dealing with congestion, stretched housing supply or underdeveloped transport systems.
Places that invest in sustainable tourism often create the same conditions that support long term property growth. Upgraded transport, improved public spaces, new cultural and commercial districts and fresh regeneration projects all feed into stronger rental demand and rising values. Tourism growth is rarely just about hotels; it is about the entire urban environment becoming more appealing and better connected.
Most of the cities in the report are global heavyweights, but the themes apply surprisingly well to parts of the UK, especially regions that are already evolving fast. This is where the North West stands out.
Manchester is a good example of a city that has broadened its appeal. Visitor numbers have been climbing for years, helped by new cultural venues, a strong events calendar and major transport upgrades. Liverpool has followed a similar path, building on its waterfront, attracting more international attention and improving links across the city region. Both cities have put money into sustainable travel options, from expanded tram and rail networks to better cycling routes and more walkable centres. These improvements mirror many of the factors highlighted in Destination 2030.
Cities that make themselves easier to navigate, greener and more culturally engaging tend to draw in more businesses and new residents. That diversity of demand creates resilience, especially in rental markets. And where regeneration accelerates, surrounding neighbourhoods often see uplift too.
As global cities prepare for a more sustainable future, the North West is moving in the same direction, even if it is not on the official list. For property investors thinking ahead to 2030, the most promising opportunities may be in places investing not just in buildings, but in the overall experience of the city itself.
