The future of tourism hinges on responsible travel, where both travelers and industry stakeholders play a crucial role in preserving our heritage for future generations
Visit Agra, and you’ll witness a heart-wrenching sight: graffitis marring the walls of its iconic monuments. Lovers etching their names into the Taj Mahal—a monument of love—are tarnishing the legacy of love with their reckless behavior. This is just one example of irresponsible tourism. From defacing historic sites to littering, damaging environments, and polluting water bodies, such behavior is widespread.
To counteract these issues, embracing responsible tourism is now essential. The tourism industry, one of the largest and fastest-growing sectors globally, holds vast potential for economic growth. Yet, this rapid expansion often brings environmental and social challenges. Over-tourism can damage natural habitats, exhaust local resources, and erode cultural traditions. Sustainable tourism aims to address these challenges by promoting responsible travel that supports local communities and preserves the environment.
Tourism's environmental footprint is broad, affecting ecosystems, biodiversity, pollution, and resource use. Popular destinations often see spikes in waste, water shortages, and habitat destruction due to tourist influxes. The Great Barrier Reef in Australia, for instance, is under threat from both climate change and tourism, highlighting the need for immediate conservation efforts. This underscores the significance of sustainable tourism practices that emphasise environmental care.
Governments are key players in driving sustainable tourism, establishing policies and frameworks that encourage eco-friendly practices. Australia, known for its diverse landscapes and rich biodiversity, has long understood this necessity. Nishant Kashikar, Country Manager for India & Gulf at Tourism Australia, explains the country's dedication to sustainable tourism: “Australia's culture, landscape, and wildlife form the heart of our tourism industry. We have a duty to manage them wisely.” Through collaborations with tourism operators, Australia focuses on restorative and regenerative travel, especially at renowned sites like the Great Barrier Reef. Despite progress, challenges persist in conveying the importance of sustainable travel to markets prioritizing value and experience.
Kashikar further states the steps taken to protect natural treasures: “Our operators provide eco-friendly accommodations and low-impact activities that complement conservation efforts at the reef. Initiatives such as carbon-neutral menus and zero-waste hotels are raising the bar in hospitality.” He acknowledges ongoing challenges, stating, “Effectively communicating the value of sustainable tourism to markets like India, which are driven by value and experience, requires a tailored approach.”
Moscow, a city famous for its historical and cultural richness, is also leading the way in sustainable tourism efforts. Evgeny Kozlov, Chairman of the Moscow City Tourism Committee, highlights the city's environmental transformation: “Around 50% of Moscow is made up of green zones. Over the past decade, we have rejuvenated 900 parks and green spaces, as well as revitalized 40 embankments. This transformation not only beautifies the city but also offers unique opportunities for eco-friendly tourism.”
Kozlov stresses the importance of building an urban ecosystem accessible to everyone, with incentives for investors in sustainable tourism infrastructure.
Madhya Pradesh is becoming a leader in responsible tourism by blending community development with environmental preservation. Sheo Shekhar Shukla, Principal Secretary of Tourism and Culture, outlines the state's dual focus: “Madhya Pradesh is dedicated to both its people and its landscapes. Our Responsible Tourism initiative seeks to uplift local communities while preserving the state's natural beauty and cultural history.” The promotion of rural homestays and support for local artisans drive economic development with minimal environmental impact.
He adds, "By promoting local craftsmanship and sustainable building practices, we ensure tourism development benefits both communities and the environment. Programs like Safe Tourism Destinations for Women and Responsible Souvenirs further strengthen this mission."
Airlines and hotels are at the forefront of sustainable tourism efforts, addressing their significant environmental impact. As air travel continues to grow, the aviation sector's role in global greenhouse gas emissions has come under scrutiny. The hospitality industry is also increasingly adopting eco-friendly practices that aim to balance guest experiences with environmental responsibility.
Akash Garg, CMD of Moksha Himalaya Spa Resort, acknowledges that transitioning to sustainable practices requires an upfront investment. However, he emphasizes that these costs are outweighed by long-term savings. “Initially, there are costs that a property has to bear when implementing sustainable practices. However, these investments often lead to long-term benefits and savings,” says Garg.
The resort's efforts include reducing single-use plastics and creating an onsite bottling plant, reinforcing its commitment to sustainability. Moreover, the resort engages with the local community, with 80% of its workforce from Himachal Pradesh, and promotes regional cultural experiences for guests.
At the Sheraton Kosgoda Turtle Beach Resort, Mano Gunasekera, General Manager, speaks about the broader impact of sustainability within Marriott International. The company is deeply committed to global best practices. “Marriott International, is focused strongly on best sustainability practices.
At times such initiatives come with a cost, however with the proposition of there being a greater impact on the environment,” says Gunasekera. The resort supports responsible tourism through projects like turtle conservation and encouraging guests to adopt eco-friendly habits, such as reusing linens and reducing water consumption. These initiatives align with Marriott's Serve360 program, which aims to lower energy usage and promote environmentally conscious products.
Anirban Sarkar, General Manager of Radisson Blu Greater Noida, underscores the importance of sustainability in shaping the hotel's long-term vision. Radisson Blu has set an ambitious target to achieve net-zero emissions by 2050, far ahead of many global initiatives. Sarkar believes that promoting sustainability and responsible business practices strengthens the brand's reputation and builds local support. “Focus towards Sustainability and Responsible Business practices actually strengthens the brand and shows the brand in a positive light,” he explains. Vietnam's leading carrier Vietjet is also making strides toward sustainability. The airline's efforts have earned it recognition in categories like “Outstanding Sustainable Transport." By investing in a modern fleet that reduces fuel consumption by up to 20%, Vietjet is helping lower emissions. Additionally, the airline has transitioned to using eco-friendly materials, such as recyclable packaging, and is researching sustainable aviation fuel with a goal of achieving net-zero emissions by 2050.
Sri Lankan Airlines is also taking a more gradual approach, integrating sustainability into its services through eco-friendly amenities in Business Class. The airline has introduced pillow and headrest covers made from recycled PET plastic, reducing its plastic footprint. These efforts are part of broader initiatives, including the use of sustainable carpets onboard.
In the online travel space, Rikant Pittie, Co-Founder of Ease My Trip, highlights the company's role in promoting sustainability by working with local authorities to improve eco-friendly facilities. Ease My Trip has also launched educational campaigns to encourage travelers to choose green accommodations and reduce waste. "We tackle the lack of sufficient infrastructure by collaborating with local authorities to enhance eco-friendly facilities," says Pittie. For Manoj Kumar Tiwari, General Manager of Regency Holidays, promoting sustainable tourism is less of a challenge and more of an opportunity to educate guests. “Educating the guests to align them with our brand ethos to promote luxury sustainably is the key,” Tiwari explains.
Daniel D’Souza, President and Country Head of Holidays at SOTC Travel, notes the increasing demand for sustainable travel, particularly after the pandemic. He observes a shift in travelers' preferences toward authentic, eco-friendly experiences. "Sustainable travel has gained momentum, with MICE groups increasingly emphasizing sustainable practices and unconventional accommodations," he says.
Trishal Rao, Chief Sales Officer at SKIL Travel, sees the challenges of promoting sustainable tourism as opportunities for innovation. SKIL Travel has incorporated electric vehicles into its fleet and is implementing eco-friendly technologies throughout its services. The eco-friendly tourism is not just a trend but a necessity. Their initiatives are paving the way for a future where responsible travel is the norm, and travelers play an active role in preserving the planet. As Evgeny Kozlov succinctly states, "We must build a tourism industry based on sustainable development principles to ensure that future generations can enjoy our world responsibly."
(The author is a travel writer and influencer, she works with travel industry as a mentor; views are personal)
