The evolution of sustainable tourism: Still much more work to be done

By Professor Geoffrey Lipman President SUNx Malta

As we approached Earth Day 2023, TravelMole publisher Charlie Kao, asked me to write a review of the evolution of sustainable tourism since the first Earth Day back in 1971.

I decided to dedicate it to our mutual friend  the late Valere Tjolle and his lifetime crusade for green tourism.

I first met Valere back in the 1990’s when I was President of WTTC and we were just awakening to the fact in the sector that there were downsides to our 10% of everything economically good on the planet mantra.

It was the time of the Rio Earth Summit and sector environmental initiatives and corporate action plans were just coming in to play. Embryonic certification and eco- programs spearheaded by alphabet organizations – WTO, WTTC, PATA, CTO, ICAO and IATA. Then grass roots movements followed, with sustainable, responsible, Pro- Poor Tourism and the like.

Valere was there as well, reporting for Charlie’s then new baby Vision on Sustainable Tourism. Valere was always there inquisitive, knowledgeable, friendly and writing, writing, writing.

As we moved into the new millennium Earth Days the pace quickened as a result of the birth of the Millennium Development Goals and the increasing fundamental alarm over climate change. The emergence of UNWTO, within the UN system  was a big factor given the overall global leadership.

We saw a landmark Summit on Ecotourism in 2002, followed by the defining Davos Declaration in 2007 that took the high ground on Climate Change. At WTTC we launched Green Globe – one of the first certification programs, as well as an Environment Research Centre.

It wasn’t just the alphabet organizations; by then companies had got in the act – hotels because they saw it first as a way to cut costs on energy ,waste and supply chains plus transport because of a regulatory need to combat noise and pollution issues.

2015 Earth Day was another landmark. That was the year the MDG target was reached – with millions lifted out of poverty. These gave way to the SDG, more ambitious (17 goals covering all human activity on the planet). 169 targets focused on 2030 delivery and 200+ indicators applicable to all UN States.

We also saw a global Environment Financing Summit and the first promise from the rich countries to dramatically increase transformation support for the poor.

But it was the 2015 Paris Agreement, with its existential messaging. and Greta Thunberg led reaction that set the Global Climate Agenda, which was the gamechanger. This in turn spawned a series of self declared defining Reports and Studies on clean and green tourism plus the Glasgow Declaration of 2021 seeking sector support for Net Zero 2050.

UNWTO with UNEP and UNFCCC have been the drivers with now the STGC in Saudi Arabia and particularly the TPCC -Tourism Panel on Climate Change, launched at COP 27.

Aviation, as ever, carefully staking out it’s special, Chicago Agreement defined, position in a well choreographed IATA/ACI/ ATAG/ICAO gameplay to net zero 2050. Putting their bets on the CORSIA offset led regime and Sustainable Aviation Fuel as the saviour of what they defined as hard to abate carbon pollution.

Hence the conventional wisdom says that the sector is fully playing it’s part in the SDG 2030 / Paris 2050 transformation.

But I think Valere, were he still alive would share my view that we need to go further and we need to go faster.

The IPCC says that to have any slim chance of hitting Paris 1.5 (even then with massive climate induced challenges,  we must peak emissions by 2025. So far no one – inside or outside tourism has responded to this 2025 target – it’s all 2030 and 2050 stuff.

Looking back on this period, I recall the old women’s lib movement’s slogan “Yes we came a long way baby: but we still have a long way to go” . At SUN^x Malta we are calling for a precautionary “Plan B” that factors in the IPCC Peak Emissions in 2025 dimension.

Again I just know Valere would have been onto this. Until he died in 2021 he was always there to report and to cajole. A man of detail , his “Vision” was the focal point of green tourism thinking and a constant leading edge spur to action. He was to be seen at every major trade show and other big event, as an indefatigable instigator of green agenda, green awards, green seminars, green master classes.

He was also much more than a policy wonk, He was a bon vivante who adored his food and his beloved Romagna in Northern Italy. He had a twinkle in his eye and a wicked sense of humour. I recall one interview we did in front of the statue of Paddington Bear inside the station. I suspect because he thought the photo he posted would provide a lighter side to the otherwise dull discourse.

So in memory of Valere we at SUNx will dedicate an Annual Scholarship for our Climate Friendly Travel Diploma, with ITS Malta. (Where he was a guest lecturer)

The Valere Tjolle Climate Friendly Travel Award will be given to a post grad student from one of the LDC or Small Island States we have declared as our focus. The least responsible for the climate crisis: the most exposed and the ones where tourism can make a massive difference.

To paraphrase Neil Armstrong “Valere Tjolle made small steps for a man but big steps for sustainable tourism”

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