The very nature of any sort of tourism as we know it is far from sustainable. The inevitable international flights for one, the on the ground transport for another and over recent decades with travel having become increasingly affordable, the sheer numbers of travellers has meant that many destinations have become fraught with over tourism and, for the most part during this time, travellers were unaware of the damage being caused. Over recent, and I mean very recent years, there has been a movement to address this balance, mainly driven by people who operate with P for passion and P for people at the front of their minds; P for profit will hopefully then follow.
It’s very easy to sit in a space, lets say, the sustainable space, allow that bubble to surround you with like-minded people who all share the same passion and for one to think that is the norm. The sad reality is that this is not the case. On my recent trip to India, I witnessed two very different examples of tourism.
The first, the BRIDGES 2024 by Rare event in Delhi where a whole host of likeminded people in the sustainable space came together. What each of these have in common was that they all have stories to tell, they are all passionate about the people in their communities, they all recognise the difficulties of mainstream tourism, and are sharing and collaborating in order to try to do better. Goals were discussed, as of now these are a loose ideal, though this is changing, and we spent an incredible three days, a few hundred people, from hoteliers showcasing the real, off beat India, tour operators, media and journalists, storytellers, communicators and explorers, all swapping ideas. In addition, there were three days worth of engaging seminars and panel discussions where talk focused around next steps, best practices and guidelines, in short, recognising the need for and striving to improve. It was a wonderful opportunity to engage and learn.
A couple of days later I went to India’s number one tourist destination, the one that put it on the map which revealed a starkly different approach to tourism. Here, the primary focus was on profit, with little regard for the client experience or the impact on the local community and environment. Visits are orchestrated to monuments but then the goal is to get clients to shop. Commissions are huge and competition fierce. In fairness, it is hard for city locations to operate as sustainably as the more off beat destinations, mired as they are by massive hotels mostly built before sustainability was a concern, the use of plastic having become the norm and the way that the client experiences developed but then stopped evolving either to meet changing client expectations or more sustainable requirements.
However, it’s unfair to pick on just Agra as a destination, it was simply coincidence that I travelled here after BRIDGES 2024. I’m assured by many stalwarts of the industry that this happens in all mainstream destinations globally, as if that excuses it. I’m told my attitude is too simplistic, not business minded enough, not practical, money has to be made – my question is, at what cost?
In very basic, simplistic terms, the overall client experience and carbon footprint could be enhanced and reduced respectively in all mainstream destinations by offering more than standard sightseeing and shopping. There are experience providers in Agra for example who do great work in promoting Agra #Beyondthetaj. One example is Trocals, who focus on the destination, culture, food, and people thereby doing their bit to promote longer stays and more community engagement. This has been the focus of Indian Experiences for the last 10 years, to seek out and help to promote people for who people matter, who showcase more than just the monuments in each destination, who peel back the layers and offer more authentic experiences which benefit the locals and the destination better. There has definitely been a move towards these experience providers but why is it not more standard practice?
Problem 01: Tourism in this space has become brainwashed by standard itineraries, The Golden Triangle for example or Taj and Tigers and standard sightseeing in each of those destinations is designed around shopping. If it’s worked for decades (and very profitably) then why change it?
Problem 02: The majority of travellers to these mainstream destinations also tend not to have a focus on sustainability, they have a bucket list and that is what they want to see.
I also saw a question asked on LinkedIn in the other day, “What do you do about clients who go so far as to state they don’t care about sustainability?” Another friend who strived for her lodge in Zambia to get the first recognised sustainability rating in the country also stated that no client has ever asked her about their sustainable practices.
Which then begs the question, who is responsible in ensuring sustainability when it comes to tourism?
In short, it has to lie with various stakeholders, including tour operators, clients, and the destinations themselves. While some clients may be actively seeking out sustainable experiences, others may be less concerned about the environmental and social impact of their travels. In such cases, tour operators can play a crucial role in nudging clients towards more sustainable options, such as promoting eco-friendly accommodations, longer stays and more authentic experiences, even if the client is not explicitly asking for them.
To this end, BRIDGES 2024, organized by Rare India, brought together a vibrant community of change-makers committed to sustainable and immersive travel. The event’s engaging format fostered deep connections and meaningful exchanges among hotel exhibitors, storytellers, NGOs, and tour operators, all united in their goal to shape the future of travel with equal focus on the environment, community, and profitability. In a first for a travel show in the subcontinent, partnerships with NettZero Environmental Advisory Technologies, Indian School for Nature (ISN), and ImPart Collective were invited to mitigate, calculate, offset, and report the event’s impact. This also marked a significant step forward in sustainable event management in the region which gave out a positive message. BRIDGES 2025 promises to continue to build on this very positive start.
However, as the tourism industry continues to evolve, it is crucial to bridge the gap between such sustainable events and practices and mainstream tourism.
Progress may be gradual, yet every step towards a more responsible and sustainable approach to travel is a step in the right direction. By fostering collaboration, sharing best practices, and encouraging clients to make more conscious choices, we can work towards a future where sustainable tourism becomes the norm rather than the exception.
Also read:
Focus on Mainstream Destinations for a More Sustainable Travel World
