Travel and tourism is big business. Globally, the sector accounts for one in every 10 jobs; is responsible for one in five newly created jobs; and, is currently the second fastest growing industry on the planet.
In recent years, sustainability has been firmly placed on the travel and tourism agenda and is perceived as the best way to operate. It seems hotels and tour operators everywhere want to be sustainable. The requests we receive from journalists show that travellers are increasingly attracted to sustainable travel options.
Most people associate sustainability with being eco-friendly – think solar energy and organic food production – but that’s not enough to make a tourism business or a destination sustainable. For travel and tourism to be truly sustainable, we have to consider three things: the impact on the natural and built environment; society and culture; and, the economy.
For environmental sustainability, we need to conserve natural habitats and preserve historic buildings. When we attract more visitors, we need to ensure local infrastructure can cope so that local communities regard the influx as positive rather than negative. It’s also important to promote cultural exchange and preserve and share local traditions. And it’s vital to keep as much money in the local community as possible. One way of keeping more money in the local economy is to reduce the dependence on booking platforms and attract more direct bookings. (Learn how here.)
Today’s sustainable savvy travellers prefer locally-owned establishments that contribute to the local economy, employ local people, can demonstrate a decent level of eco-friendliness, and are conscious of their impact on the local community.The next time you’re promoting your Canary Islands travel and tourism business, emphasise your sustainable travel credentials to positively influence travellers’ choices. If you need help, we can help you with a CSR campaign or we can simply ensure your copy is appropriately redacted.