Profitable and future-proof: the case for sustainable tourism

Travel and tourism is among the world’s largest industries, accounting for almost 10% of global GDP. Beyond the pleasure and relaxation it brings to travellers, many of the world’s poorer countries rely on tourism, so it can be a real force for good.

But there are challenges in continuing to holiday as we do – dirty beaches, harm to coral reefs and wildlife, displaced communities and overcrowded monuments all detract from our holiday experiences.

Sustainable tourism is the answer. The United Nations World Tourism Organization (UNWTO) defines this as: “Tourism that meets the needs of present tourist and host regions while protecting and enhancing opportunity for the future.”

The Travel Foundation puts it more simply as: “Caring for the places we love to visit.”

Virgin Holidays expresses it more simply still with the catchphrase “Human nature”.

In a nutshell, sustainable tourism is tourism that supports a thriving economy, gives visitors and communities a better quality of life, and does not trash the planet.

Sustainable tourism should not involve a trade-off between the negative environmental impacts of travel and the socio-economic benefits it can bring. Forum for the Future sees sustainable tourism as an opportunity to combine environmental protection with socio-economic benefits in a profitable, future-proofed business.

In our view, it is the only way forward.

Why sustainable tourism is important

Scientists are united in warning of the risks and the reality of rising global temperatures within the lifetimes of you, your children and grandchildren. The only doubt is about how far and how fast temperatures will rise and how serious the impacts will be.

There are other challenges too – the growing shortage of water, rising demand for food, the increasing cost of resources, the advancing age of populations and rising demand for travel – which together are likely to lead to increasing regulations (see ‘What to expect’, below).

These may seem like big global trends far removed from selling holidays, but many will have profound impacts.

For example, tourists typically use several times the volume of water each day as a local person in a destination. Supplying everything from drinking water to swimming pools and irrigating gardens will be difficult and costly if hotels cannot access water.

Growing populations and economic development in China, India and elsewhere are likely to produce increasing numbers of tourists and put added pressure on crowded beaches and cities, and on food supplies.

Climate change will affect destinations in a variety of often conflicting ways – perhaps bringing increased demand for energy for air conditioning or water scarcity or flood controls and coastal defences – while regulations on carbon emissions will inevitably raise the cost of travel. Growing public concern may also affect how much people travel and where they go.

Travel and tourism is not only among the most-exposed sectors to climate change, but also among the least prepared. Sustainable tourism is vital because it will help the industry prepare for the inevitable challenges.

The business case for a sustainable approach

Sustainable tourism is critical for the long-term future of the industry. The good news is it is good for business, too.

There are lots of ways sustainable tourism can contribute to the bottom line. It can increase profits through energy efficiency and other cost savings, and may enhance market share through the benefits it can bring to a company’s reputation or the impact of new products.

Operating in a sustainable way may also enhance staff satisfaction and thereby save on recruitment costs.

Crucially, helping to protect the tourism product is the best way of safeguarding future profits – by anticipating regulation and adapting to likely changes in demand.

Companies that are driving sustainable tourism, such as TUI Travel and The Co-operative Travel, are not doing it for altruistic reasons. They do it because they understand the future will be shaped by the need for sustainable practice and that preparing for this gives them a commercial advantage.

What does sustainability mean for agents and operators?

If we are to achieve sustainable tourism it needs to be reflected in every part of the holiday supply chain – from the travel agent’s office to the farms that supply hotels with food. Everyone has a part to play.

Agents and tour operators can improve the sustainability benefits – and reduce the impacts – of the products they sell, help create a market among customers for more sustainable products, and reduce the impact of their own operations.

Governments, travel businesses and national tourism bodies need to assess how sustainable a destination is – how it is being managed and whether customers have, and will continue to have, a good experience there.

Tour operators and retailers need to consider how holidaymakers reach their destination – are there low-carbon alternatives to flying that might suit some customers, and could these be developed as part of the holiday experience?

Check hotels, and the properties offered by accommodation providers, understand and are attempting to adhere to sustainable principles and best practice. Certification schemes such as Travelife, developed by the Federation of Tour Operators, show how well a hotel is managing its energy efficiency, water consumption and waste.

What visitors do when they are in a destination can bring positive benefits to local communities, if managed in the right way. Make sure you know what advice to give clients so they get the best from their trip, and local communities get the maximum benefit from making them welcome.

Sustainable tourism is within our grasp. It may not be easy to attain, but the millions of small steps we can all take can set us on our way. If we work together, we can ensure the future of travel and of the world.