## World Travel Market London: Sustainability Takes Center Stage as Industry Leaders Unite
The global tourism industry is facing a pivotal moment, grappling with the need to balance growth with sustainability. This year’s World Travel Market in London served as a platform for key players to unite and address these pressing challenges head-on. The session, “The Collaborative Journey to Net Positive Tourism,” became a focal point for discussions centered around reducing emissions, combatting overtourism, and fostering sustainable travel practices.
A Shift in Perspective: From Visitor Numbers to Impact Management
Industry experts echoed a common sentiment: it’s time to move beyond solely focusing on visitor numbers as a measure of success. Instead, the emphasis should shift towards managing the impact of tourism on destinations. This requires a collective effort to set consistent goals and implement standardized practices.
Harnessing Technology for Sustainable Travel
Technology emerged as a powerful ally in the pursuit of sustainable tourism. Sabre, a leading technology company, has developed a Travel Impact Model that compares emissions figures for similar flights, empowering travelers to make more informed choices. This tool has the potential to establish a new industry standard for transparent travel decisions.
TUI Group, a major travel conglomerate, showcased the success of implementing solar panels across its hotels in Turkey. This initiative not only reduced emissions but also significantly lowered energy costs. However, Peter Krueger, Chief Strategy Officer and CEO of Holiday Experiences for TUI Group, emphasized that securing government support for such projects is crucial. He highlighted the need for destination governments to play a more active role in facilitating sustainable tourism practices.
Collaboration and Government Engagement: Key Drivers of Change
The session underscored the importance of collaboration among industry stakeholders, including competitors. Sabre, as a member of the Travalyst coalition, actively collaborates with other travel companies to introduce consistent and impactful sustainability practices across the industry.
Engaging with destination governments remains a top priority. The Japan National Tourism Organisation provides a compelling example by sharing successful community tourism strategies with other regions. They have also implemented technology that allows tourists to check real-time crowd levels at popular sites and connect with farm-based voluntourism opportunities.
Ras Al Khaimah Tourism Development Authority shared its experience with managing overtourism through cross-border partnerships. This strategy encourages visitors to explore neighboring areas during peak times, effectively distributing tourist traffic. Their EarthCheck partnership, which awarded them silver certification, also helped them implement strategies to significantly reduce food waste across their hotels.
Moving Forward: A Collective Responsibility
The World Travel Market in London served as a critical reminder that the future of tourism hinges on a commitment to sustainability. The industry needs to take decisive action, embracing technology, fostering collaboration, and engaging with destination governments to ensure a future where travel thrives while preserving the environment and cultural heritage of our planet.
