Crafting Your 2024 Sustainable Travel Goals: A Four-Step Guide

As we step into the new year, many travelers will begin to make vacation plans for the coming year. 2024 is expected to surpass demand from the previous year, with more people than ever taking trips both domestically and internationally. While increased travel may be beneficial economically for most travel companies in the short term, this surplus of travelers can create more challenges in the long term, such as higher carbon emissions, overtourism challenges, community inequities, and other issues that put the quality and integrity of travel products at risk.  

As companies set their 2024 goals, we must align our business objectives with sustainability goals. The world is changing, and responsible and meaningful travel are no longer just buzzwords – they are a necessity to ensure the well-being of the entire travel industry.

To help you plan your 2024 sustainability goals effectively, here are four key tips to guide you through the process. 

1.) Make it Personal: Identify and Act on Your Values  

Start by reflecting on what matters most to you or your company. Is it climate change and biodiversity loss? Social impacts and inequities? Or perhaps the quality of the client’s trips and how overcrowding can potentially impact the experience. To help set your goals, pick one or two values that matter the most to you or your business and use these as your guiding principles in 2024.  

Once you have identified your goals, evaluate how you or your company are currently combating these issues. Don’t be complacent with where you are as it's essential to go beyond surface-level sustainability. If you're unsure where to start, consider joining organizations like Tourism Cares, attend professional development events like the Meaningful Travel Summit, or seek guidance from peers in the industry who are already doing the work. Learning from others is a powerful way to kickstart your journey. 

2.) Create a Cohesive Strategy and Written Policy 

The next step to success is creating a cohesive strategy that encompasses what your 2024 sustainability goals are and how you will achieve them. To get started, first identify all stakeholders in your organization and create a process for buy-in, especially from company leadership. Ensure everyone understands the importance of sustainable travel and its integration into every facet of the business. 

Next, establish a task force or hire a sustainability specialist dedicated to weaving sustainability into every aspect of your business, from finance and HR to development and marketing. Seek support from trusted entities like Tourism Cares or other partners of the Future of Tourism Coalition. Their expertise and resources can streamline your sustainability efforts.  

Once you’ve developed a strategy and identified your team, craft a 5+ year plan with short, medium, and long-term goals. Put it in writing, communicate it internally to your colleagues and externally to your partners, and regularly report on your progress. Transparency is key to building trust with stakeholders. 

3.) Perform Assessments or Measurements 

To assist with your reporting process, it is important to place metrics behind your goals. You can create your own, but we encourage you to try utilizing existing frameworks like the B Impact Assessment (from BLab which certifies BCorps), the United Nations Sustainable Development Goals (SDGs), and the Glasgow Declaration which unites the travel industry around carbon reduction in accordance with global goals.  

Take advantage of free educational tools, such as Tourism Cares’ Meaningful Travel Platform, where you can find modules on topics such as ensuring nature positivity within your organization. It is also important to evaluate your company’s supply chains and current business partners and look for ways to further reduce negative impacts on these local organizations. You can enhance the positive impacts by partnering with meaningful suppliers identified through resources like the Tourism Cares Meaningful Travel Map. 

To evaluate business practices in a broader sense, use the B-Corp assessment to help identify successes and areas of improvement for your company’s entire operation and see if they align with your sustainability goals. 

4.) Advance Your EBDI Journey: Focus on Equity, Belonging, Diversity, and Inclusion 

Whether your goals focus on the environment, cultural preservation, or overtourism, it is important to ensure your company incorporates principles around equity, belonging, diversity, and inclusion into your plans. These should extend to both travelers and local communities that you are serving. It is imperative to create an environment where everyone feels a sense of belonging and respect. Tourism Cares will be introducing education and useful partners on this topic in the coming months. 

As we embark on 2024, let's commit to sustainable travel that not only enriches our clients’ experiences but also uplifts the destinations we visit and the communities that call them home. By following these four tips, you can create a robust and meaningful plan that aligns with your values and contributes to a more sustainable future for travel.