Making Sense of Sustainability for the Tourism Industry
The owner of Antiquum Farm leads a tour for attendees of the 2024 Meaningful Travel Summit with the Willamette Valley.
Sustainability is no longer a “niche” concept – it is a necessity for the future of all travel. However, as more businesses and travelers embrace the idea, the definition of “sustainable tourism” has become broad, sometimes vague, and often overwhelming for those new to it. According to Trip.com’s 2024 Sustainable Travel Consumer Report, “92% of travelers acknowledge the importance of sustainable travel,” but “less than 57% said they practiced it.” When asked about their reasoning for not prioritizing sustainable travel options, participants cited “a lack of clear understanding of the concept.”
This gap between intent and action presents both a challenge and an opportunity for the travel industry. Consumer demand for sustainable travel is growing; yet, because the term is often vague or unclear, it’s hard for travelers to know which experiences are actually sustainable.
So, what does sustainable travel really mean, and how can the travel and tourism industry work together to make it the norm—not the exception?
What is Sustainable Tourism?
Sustainable tourism is an umbrella term that encompasses a variety of initiatives, including critical issues unfolding in real time. It is defined by the United Nations World Tourism Organization (UNWTO) as “tourism that takes full account of its current and future economic, social, and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities.”
However, a simpler way to approach the concept is to think of sustainable travel as the center “hub” of the tourism wheel. Every degree you turn to the right, and again, and again, leads you to a different “spoke.” Each spoke represents a distinct, pressing, and vital focus that will define tourism in the decades ahead. For example, sustainability “hubs” or topics might be, but are not limited to:
Biodiversity conservation – Protecting natural landscapes, wildlife habitats, and marine ecosystems impacted by tourism.
Climate Change – Managing the impact of tourism emissions on the environment to protect the planet.
Child Welfare – Ensuring the safety, health, and rights of children, particularly in travel contexts, by supporting ethical practices.
Community Impact – Strengthening local economies by prioritizing locally owned businesses, fair wages, and cultural preservation.
Ethical wildlife tourism – Prioritizing animal welfare and ethical interactions.
Diversity, Equity & Inclusion (DEI) in Travel – Amplifying diverse voices, creating inclusive experiences, and ensuring equitable opportunities in tourism.
Cultural Heritage Preservation – Protecting indigenous traditions, historic sites, and cultural expressions through respectful, community-driven tourism.
Tourism is uniquely positioned to advance all 17 UN Sustainable Development Goals (SDGs), making it one of the most powerful sectors for driving positive change globally. Although sustainable tourism goes by many names — responsible travel, regenerative tourism, ethical tourism, eco-tourism – it centers on the principles of long-term environmental, social, and economic well-being. By embedding sustainability into travel industry practices, tourism can serve as a catalyst for global progress, ensuring travel remains a force for good for generations to come.
How Can Organizations Make Sustainable Travel More Accessible?
As the industry evolves, collaboration is essential. Here’s how organizations can take meaningful steps in making sustainable travel accessible to travelers:
Engage in conversations – Understand which aspects of sustainability matter most to your clients and stakeholders.
Focus on a “spoke” – Identify a key area of sustainability to integrate into your business strategy.
Partner with experts – Connect with suppliers and destinations that lead in sustainable practices.
Commit to collective impact – Sustainability isn’t a solo effort; success depends on industry-wide cooperation.
Meaningful Travel: The Tire Encompassing The Spokes
At Tourism Cares, we’re committed to driving sustainability across all sectors of the travel industry. We use the phrase Meaningful Travel to capture and wrap the momentum together. Meaningful Travel ensures direct benefits for host communities, protects cultural and environmental assets, and connects guests with destinations in a deeper, more responsible way.
To support businesses in their sustainability journey, Tourism Cares offers a variety of resources and tools:
Meaningful Travel Map – an interactive global map that showcases sustainable, community-led organizations, products, services, accommodations, and tours, creating a positive impact on local communities, the environment, and travelers.
Sample Sustainability Strategy – Available to members via the Member Resources Hub, this strategy is a practical, industry-first guide designed to empower tour operators to embed sustainability into every level of their operations. (Access the Hub via your member password.)
Sustainability Resources – Explore a range of materials to help integrate sustainable practices.
Meaningful Travel Training – Covering topics from sustainability marketing to destination stewardship, this digital training will enhance your sustainability knowledge and practices in travel.
Learning Hub – Tourism Cares’ sustainable tourism educational resources are designed to meet you where you are, offering the knowledge, ideas, and support you need to make a meaningful impact.
Become a Tourism Cares Member – Join us in shaping a more responsible future for travel by becoming a member.
How is your organization making an impact? We’d love to hear your story. Let’s work together to ensure travel remains a force for good.