Focus on the authentic is at the heart of sustainable tourism

Monday, 22 Jan, 2010 0

TravelMole Guest Opinion by Sue Hurdle, chief executive of the Travel Foundation

As we enter a new decade, it’s heartening to see how far the ‘green’ agenda has come.

You only have to switch on the TV or radio to hear how we can all make small lifestyle changes – such as driving five miles less a day or switching off our lights – that together can make a huge difference to our environment.

This powerful, public communications campaign is an opportunity for businesses too. As consumer awareness levels of environmental issues grows, the smart travel companies will be those who are able to respond.

The next step is to get the message out to holiday-makers about what the travel industry is doing and how everyone can help.

This year, the Travel Foundation is committed to continuing its campaign to ‘make travel greener’.

With help from our partners in the industry, we’ll be taking our message to the consumer through a new website and awareness raising quiz, urging holiday-makers to make small changes to help people and the environment in tourism destinations – such as ‘buying local’ – from food to souvenirs, having a short shower instead of a bath, or turning down the air conditioning.

Of course, the onus isn’t just on the customer. Travel companies have a vital part to play themselves.

Recently, we’ve seen a promising focus on sustainability by the industry and, as customers continue to look for added value in response to the uncertainty in the economy, it is the companies that take action on these issues that will succeed.

Sustainability is key to both quality and longevity for businesses – from providing a top-notch holiday product for customers to motivating staff – and the Travel Foundation is here to help travel companies do this.

In 2010 we’ll be adding to our suite of sustainability tools for the industry with a new ‘greener business guide’ for tour operators.

With adventure travel predicted by some to make a stronger recovery from the global economic slowdown than other parts of the industry, it’s clear that the ability to offer ‘under the skin’ travel experiences counts.

This focus on the authentic is at the heart of sustainable tourism – whether it’s a beach holiday, or a specialist eco-adventure.

Simply by sampling local food and culture holiday-makers are not only spreading the economic benefits that holidays can bring, but they are also enjoying something unique to the destination.
There’s no denying that 2009 was a tough year for many travel businesses and it seems this testing economic environment is set to continue for a little longer.

But the growing awareness of sustainability both within the industry and amongst customers is set to bring rewards in the future – for businesses, for holiday-makers and for the many millions of people in our favourite destinations whose lives tourism touches.

Phil Davies

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