eco tourism future trends

Top Ecotourism Trends to Watch in 2024

Ecotourism trends are a sustainable travel approach that emphasises responsible exploration of natural environments, conservation of biodiversity, and engagement with local communities. It seeks to minimise the negative impact of tourism on ecosystems while fostering environmental awareness and cultural appreciation. Ecotourism trends play a pivotal role in promoting sustainable practices, fostering environmental conservation, and supporting local communities. In the face of global environmental challenges, it stands as a beacon for responsible travel, offering a way to experience the world while minimising ecological harm and maximising positive contributions to local economies and conservation efforts.

This article aims to provide a comprehensive exploration of ecotourism, covering its historical evolution, current landscape, sustainable accommodations, wildlife conservation initiatives, adventure ecotourism, community engagement, the role of technology, emerging destinations, and future trends. 

Rise of Ecotourism Trends in 2024

The historical evolution of ecotourism trends in Thailand is rooted in the environmental movements of the 1960s and 1970s, gaining momentum as a direct response to the adverse impacts of mass tourism on the country’s delicate ecosystems. Early pioneers in sustainable travel, inspired by figures like Rachel Carson, laid the groundwork for ecotourism principles and practices in Thailand during the 1980s. Organizations such as The International Ecotourism Society (TIES) played a pivotal role in shaping the country’s approach to sustainable tourism.

In the current Thai landscape, there has been a notable surge in ecotourism, driven by the growing awareness of environmental issues. Travelers are increasingly seeking meaningful experiences that not only enhance their journeys but also contribute positively to Thailand’s diverse natural environments. Ecotourism trends have become a significant source of income for local communities in Thailand, fostering economic growth. Simultaneously, it plays a vital role in funding conservation initiatives aimed at preserving the nation’s unique and fragile habitats.

This symbiotic relationship between responsible tourism, community development, and conservation reflects the multifaceted impact of ecotourism trends specifically tailored to the Thai context, showcasing the country’s commitment to balancing tourism growth with environmental sustainability.

Sustainable Accommodations

In the context of Thailand, the evolution of green lodging aligns with global trends in sustainable tourism. Certification programs like LEED and Green Key play a crucial role in identifying eco-friendly accommodations committed to sustainable practices within the country. Recognizing the significance of environmentally conscious lodging, these programs contribute to Thailand’s efforts to promote responsible tourism.

Architects and designers in Thailand are increasingly incorporating innovative, eco-friendly designs into lodging structures. This includes features such as green roofs and the integration of renewable energy sources, reflecting a commitment to reducing the environmental impact of hospitality establishments.

Within the Thai landscape, the concept of eco-luxury resorts has gained prominence, demonstrating that luxury and sustainability can coexist harmoniously. These resorts prioritize both opulence and environmental responsibility, offering high-end experiences while adhering to principles of social and environmental sustainability. This emphasis on eco-luxury contributes to Thailand’s positioning as a destination that values both the well-being of its visitors and the preservation of its natural and cultural heritage.

Wildlife Conservation Initiatives

In the Thai context, wildlife sanctuaries and reserves play a vital role in developing ecotourism. These areas serve as crucial habitats, offering a platform for responsible wildlife viewing and actively contributing to broader conservation efforts within the country. Thailand recognizes the importance of these sanctuaries not only for preserving its diverse flora and fauna but also for fostering sustainable tourism practices.

Thailand has witnessed successful conservation stories where ecotourism trends played a pivotal role in the recovery of endangered species and the preservation of their habitats. These instances underscore the positive impact that responsible wildlife tourism can have on biodiversity and environmental sustainability.

To promote responsible animal tourism, Thailand has established guidelines emphasizing ethical wildlife interactions. These guidelines prioritize the well-being of both the animals and tourists, ensuring that wildlife encounters are conducted in a manner that respects the natural behaviours and habitats of the species involved. By adhering to these ethical standards, Thailand aims to create a model for wildlife tourism that balances the enjoyment of tourists with the preservation of its rich ecological heritage.

Furthermore, the country is actively addressing ethical concerns related to animal tourism. By examining and addressing these concerns, Thailand is committed to ensuring the welfare and ethical treatment of animals involved in tourism activities. This proactive approach reflects the nation’s dedication to fostering a responsible and sustainable approach to wildlife tourism, contributing to the well-being of both the animal inhabitants and the satisfaction of eco-conscious tourists.

Biodiversity Conservation Initiatives

In Thailand, biodiversity conservation initiatives within wildlife sanctuaries and reserves are integral components of the nation’s commitment to environmental sustainability. These initiatives go beyond ecotourism, encompassing broader strategies to protect and restore diverse ecosystems, safeguard endangered species, and promote the overall health of the country’s biodiversity. By highlighting and supporting these conservation efforts, Thailand strives to create a lasting impact on its natural landscapes and contribute to global biodiversity conservation goals.

Eco-friendly Practices in Wildlife Tourism

Thailand places a strong emphasis on incorporating eco-friendly practices within wildlife sanctuaries and reserves to enhance the sustainability of wildlife tourism. From waste management and energy conservation to the implementation of green technologies, these practices aim to minimize the environmental footprint associated with tourism activities. By adopting and promoting eco-friendly measures, Thailand seeks to demonstrate that responsible wildlife tourism can coexist with ecological conservation, setting a standard for environmentally conscious practices within the industry.

Education and Awareness Programs

Recognizing the pivotal role of education in promoting ecotourism trends and values, Thailand actively implements education and awareness programs within wildlife sanctuaries and reserves. These initiatives aim to inform visitors about the importance of conservation, biodiversity, and ethical wildlife interactions. By fostering a deeper understanding of the ecosystems and species within these areas, Thailand endeavours to create environmentally conscious tourists who contribute to the preservation of natural habitats both within the country and globally. Education becomes a powerful tool in building a sustainable future where ecotourism trends are is synonymous with responsible and informed travel.

Adventure Ecotourism

Exploring the eco-friendly aspects of hiking and trekking, emphasising the importance of respecting nature and minimising human impact. Highlighting sustainable practices in water-based adventures, ensuring the protection of aquatic ecosystems while providing thrilling experiences. Examining the challenges and solutions to balancing the excitement of extreme sports with responsible environmental practices. Assessing how extreme sports in ecotourism trends can positively or negatively impact local communities and proposing ways to mitigate adverse effects.

Community Engagement

Discussing the significance of involving local communities in ecotourism trends initiatives, empowering them to benefit from and actively participate in the tourism industry. Examining the economic and social benefits that community engagement in ecotourism trends can bring to local populations. Recognizing the value of indigenous knowledge in sustainable tourism, and exploring ways to integrate it into ecotourism trends and experiences. Emphasising the importance of preserving and showcasing local cultures, traditions, and heritage in ecotourism trends for a richer and more authentic experience.

Technology in Ecotourism

Exploring the role of technology through apps that aid travellers in making eco-friendly choices and promoting sustainable practices. The emergence of virtual experiences as a tool for ecotourism trends, allows individuals to explore and appreciate nature without physical travel. The importance of sustainable transportation in reducing the carbon footprint of travel, and innovations in eco-friendly transportation options. Examining the use of innovative technologies in accommodations, from energy-efficient lighting to water conservation measures.

Emerging Destinations in Ecotourism

These hidden gems captivate travellers with their unique ecological features, showcasing a diverse array of landscapes and habitats. From pristine rainforests and untouched coastlines to remote mountain ranges and flourishing wetlands, these emerging destinations offer a distinct tapestry of ecological wonders that set them apart from more mainstream travel spots.

The significance of these emerging destinations lies not only in their natural beauty but also in the urgent need to preserve them. As travellers increasingly seek authentic and responsible experiences, the ecological wonders of these areas become not just attractions but crucial elements in the broader landscape of global biodiversity. Preserving these unique ecosystems is essential not only for the sake of local flora and fauna but also for the overall health of our planet.

However, the path to sustainable tourism in these emerging destinations is not without its challenges. Infrastructure development is a double-edged sword, as it brings accessibility but also poses a threat to the delicate ecological balance. The construction of roads, hotels, and other amenities must be approached with caution to avoid irreversible damage to the very ecosystems that attract visitors.

Frequently Asked Questions

How can travellers ensure they are participating in responsible ecotourism.

Providing practical tips and guidelines for travellers to engage in responsible ecotourism, from choosing eco-friendly accommodations to respecting local cultures.

What are some notable eco-luxury resorts around the world?

Showcasing exemplary eco-luxury resorts that successfully blend luxury with sustainable practices, offering unique and responsible travel experiences.

How do ecotourism trends contribute to wildlife conservation?

Detailing the role of ecotourism in supporting wildlife conservation efforts, emphasising responsible wildlife viewing and habitat protection.

What are the challenges faced by emerging destinations in ecotourism?

Discussing the specific challenges that emerging ecotourism destinations encounter, with a focus on infrastructure development and the delicate balance between conservation and tourism growth.

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6 Eco-Travel trends: towards a new way of travelling

Travelling is awesome, but it can often impact the environment more than we realize. Pollution, ecosystem destruction and exploitation of natural resources are just some of the negative effects of tourism on the planet. Fortunately, today more and more people are turning to ecotourism in order to minimize their footprint while travelling . How has the travel industry changed? And what are the most important trends? Keep reading to discover 6 Eco-Travel trends and their benefits for the environment.

1. Off-season travelling

Lower prices, less crowded destinations and greater support to local communities: lots of travellers tend to travel off-season for a relaxing and ecosustainable vacation. Such a trend is ideal to reduce overtourism , which means the excessive presence of tourists. Overtourism impacts not only the environment, by exponentially increasing the waste and destroying ecosystems, but also the well-being of the local population, who experience sudden changes in their own cities.

2. Supporting the local economy

Many travellers, in addition to enjoy an eco-friendly vacation, would also like to have a responsible vacation that could benefit local communities . For example, they can buy hadcrafted souvernirs , but also local food to support local producers . It is also recommended to choose family-run accomodations, locally owned , in order to stimulate the local economy.

3. Looking for eco-friendly accomodations

A growing Eco-travel trend in recent years is undoubtedly the search for eco-friendly accomodations . No more excuses: there are more and more environmentally conoscious accomodations, and therefore more and more platforms for booking eco-sustainable stays , such as Ecobnb . Guests are lookng for hotels that use renewable sources, anti-waste systems, as well as eco-friendly materials and much more: long story short, anything that could improve the well-being of the planet to some extent!

4. Staycation: on vacation while staying at home or in your own city

Born in the U.S, the Staycation trend is becoming increasingly popular. It is based on the philosphy of rediscovering the beauty of what surrounds us. It is possible to “go on vacation” by exploring unexplored areas of our own region or city, but also by enjoying moments of relaxation and well-being at home, in order to regain the time that we are losing due to our daily commitments. A great way to reduce the pollution caused by transportation , but also to spend a truly regenerating vacation that can help not only the envronment, but also our psychophysical well-being.

5. Undertourism: discovering the real local culture

The concept of vacation is increasingly turning into the visit of mass tourism destinations, which leave the authenticity of local cultures behind. In the last few years, there has been a tendency to counterbalance this trend with Undertourism , which means a vacation to less popular destinations where it is possible to truly discover the local traditions and the local culture. Tourists will not only escape overcrowding, but also contribute to environmental protection by challenging overtourism.

6. Using eco-friendly means of transportation

The means of transportation used during the travel are one of the most polluting elements of the entire holiday, especially if the destination is abroad or far from home. Sometimes one cannot avoid the choice of using an airplane of private means of transportation, but there are small tricks to be more eco-frendly during the vacation. A growing trend is the use of electric transportation , in particular e-bikes , for short trips . Often the accomodations themselves offer e-bike rentals, or even e-bike tours to discover the nautural beauties in the surrounding area. With this methos one can explore in a sustainable way and fully enjoy the visited area .

Get inspired by these 6 Eco-Travel trends and let your next vacation be more eco-friendly!

Cover image: photo via Canva PRO

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Ecotourism and sustainable tourism: trends, journal / industry insights / 19.11.23.

Ecotourism and Sustainable Tourism: An Evolving Concept or a Necessity

In the hospitality industry, the transition towards ecotourism and sustainable tourism has evolved from a mere concept to an absolute necessity. The 2023 Sustainable Travel Report by Booking.com, drawing from over 33,000 travelers across 35 countries , highlights a critical dilemma: the need to balance cost-cutting with sustainable travel choices. With 74% of respondents recognizing the urgency for planetary preservation , it’s clear that sustainable tourism is no longer optional but essential for the future of travel. As hotel owners and managers, understanding and leading this movement is not just beneficial; it’s imperative for the industry’s survival and growth.

Global Interest and Trends

The global interest in sustainable tourism is not just a trend; it’s a paradigm shift. Despite economic challenges, 76% of travelers express a desire to travel more sustainably, a significant increase from previous years. This growing demand for sustainable options, however, is met with challenges, as 49% of travelers believe these options are too expensive. Yet, there’s a silver lining: 43% are willing to pay more for travel with sustainable certification. This data presents a unique opportunity for hotels to cater to this growing market by offering credible, sustainable options.

Luxury ecotourism is redefining the high-end hospitality sector.

It is rapidly transforming the high-end hospitality sector, offering a unique blend of l uxury and environmental responsibility . This emerging trend appeals to a discerning market that values both comfort and sustainability, going beyond mere premium services to create experiences that are both luxurious and environmentally conscious.

In 2023, the demand for eco-friendly accommodations has surged among luxury travelers. They are increasingly drawn to hotels and resorts that not only promise indulgence but also demonstrate a strong commitment to sustainability. This includes the use of renewable energy, waste reduction practices, and the provision of organic, locally-sourced dining options.

The modern luxury traveler seeks authentic, culturally rich experiences. This desire extends to participating in activities like wildlife conservation, cultural immersion programs, and nature tours that offer a deeper connection with local communities and environments. The emphasis is on creating meaningful interactions that resonate with the ethos of ecotourism.

Sustainable practices are now a cornerstone of luxury travel. Discerning guests prefer establishments that incorporate eco-friendly materials in their construction and decor, adopt water conservation measures, and actively participate in protecting local ecosystems. This shift reflects a growing awareness of environmental impact among high-end travelers.

Wellness and nature have become integral to luxury ecotourism, with a focus on activities that promote physical and mental well-being in serene, natural settings. This trend includes offerings like yoga retreats, nature-based spa treatments, and outdoor adventure activities, all designed to provide rejuvenation and a deep connection with nature.

For luxury hotels, embracing these trends is an opportunity to redefine their brand and cater to an eco-conscious clientele. By integrating luxury with environmental responsibility, these establishments are not just meeting the evolving demands of travelers but are also positioning themselves as pioneers in a travel industry where sustainability and luxury are intertwined.

The Role of Hotels in Ecotourism

Hotels are at the forefront of the ecotourism movement. They have the power to influence traveler behavior and set new standards in sustainable hospitality. In 2023, hotels have become crucial in the ecotourism movement, significantly influencing traveler behavior and setting new standards in sustainable hospitality . They are transforming from traditional accommodations into active agents of conservation, community support, and environmental education.

A notable trend is the integration of authentic local experiences , with 75% of travelers seeking genuine interactions that reflect local culture , thereby contributing to the preservation of local heritage and ecosystems. Hotels are also embracing biophilic designs , merging natural elements with the built environment, appealing to eco-conscious travelers and differentiating their brand in the market.

Furthermore, hotels are championing responsible tourism by educating guests about local ecosystems and cultures and adopting eco-friendly amenities like biodegradable toiletries and locally sourced linens. This approach not only enhances the guest experience but also underscores a commitment to sustainability.

In essence, the role of hotels in ecotourism has evolved beyond mere lodging providers to become pivotal contributors to environmental conservation and cultural preservation, marking a significant shift in the travel industry towards prioritizing sustainability.

Recommendations for Hotels

For hotels venturing into sustainable tourism, a holistic approach is essential. This includes obtaining sustainable certifications , promoting local culture and traditions, investing in sustainable infrastructure, and educating staff and guests about sustainability. These actions not only enhance the hotel’s environmental and social impact but also position it as a leader in sustainable hospitality.

Sustainable certifications play a crucial role in the hospitality industry’s journey towards sustainability. According to the Sustainable Hospitality Alliance , certifications like LEED, BREEAM, Green Key , and Green Globe are not just badges of honor; they are indicators of a hotel’s commitment to environmental and social responsibility. For instance, ITC Hotels, one of the largest hotel chains, has achieved LEED Platinum Certification for all its luxury hotels, with ITC Windsor being the first hotel in the world to achieve “LEED Zero Carbon Certification.” These certifications help hotels independently assess and validate their impact, improve internal management processes, and demonstrate compliance with statutory and regulatory requirements. They also increase sales by appealing to environmentally conscious customers and engage employees who care about environmental and social issues. By obtaining these certifications, hotels can future-proof their properties to maintain long-term building value.

Eco-Friendly Practices for Hoteliers

In the realm of Eco-Friendly Practices for Hoteliers , a strategic and ethical approach encompasses a variety of impactful measures. Energy Efficiency and Renewable Energy Sources are crucial, with steps like conducting energy audits, switching to renewable energy such as solar panels, and transitioning to LED lighting. Water conservation is equally important, involving the installation of Low-Flow Fixtures , implementing Rainwater Harvesting systems, and utilizing water recycling. Waste reduction is addressed through comprehensive recycling programs, food waste management, and the elimination of single-use plastics. Emphasizing Sustainable Sourcing and Procurement, hoteliers are turning to local and organic products, eco-friendly cleaning products, and sustainable furniture. Promoting Green Transportation Options like electric vehicle charging stations and public transport information, along with engaging guests in sustainability through informative programs and incentives, further amplifies the impact. Additionally, adopting green building designs and eco-friendly landscaping, coupled with regular Employee Training and Involvement in sustainability initiatives, ensures a holistic approach to environmental stewardship in the hospitality industry.

Recommendations for Future Development

The INSETE Sustainability Report emphasizes the critical need for environmental and socioeconomic sustainability in tourism . It advocates for comprehensive strategies focusing on reducing the carbon footprint through better energy management, renewable energy use, and emissions offsetting . Engaging stakeholders and promoting sustainable behavior across the tourism sector is highlighted as a key strategy. This includes collaboration between government, private enterprises, and local communities. The report also stresses the importance of inclusive and equitable involvement of local communities, stimulating local entrepreneurship, and embracing diversity, equity, and inclusion initiatives.

Strategic actions addressing both environmental and socioeconomic sustainability are underscored, considering the impact of tourism on natural resources, communities, and the ecosystem. The adoption of regenerative tourism models is suggested, aiming to create a positive impact on local environments and communities , going beyond mere sustainability. Diversifying income streams to enhance resilience and reduce reliance on tourism income is recommended, exploring different market segments to mitigate economic and geopolitical risks.

Finally, ISNETE aligns with the United Nations principles of regenerative tourism and Sustainable Development Goals (SDGs), advocating for cultural stewardship, responsible environmental management, fostering collaboration, and adopting a holistic, living-systems approach. These recommendations guide the tourism industry towards a sustainable, inclusive, and environmentally responsible future, ensuring that tourism growth contributes positively to both the economy and the ecosystem.

The shift towards sustainable tourism and ecotourism presents a unique challenge and opportunity for the hospitality industry. By embracing these trends and integrating sustainable practices, hotels can contribute to a healthier planet and tap into a growing market of eco-conscious travelers. The time to act is now, and the future of tourism depends on the choices we make today.

At Mozaik we draw upon our deep knowledge and expertise to consult and promote eco-friendly hotels while ensuring their sustainability.

sustainablehospitalityalliance.org

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10 sustainable travel destinations to visit in 2024

With huge numbers of travellers now seeking to travel more lightly and mindfully, these destinations are making sustainable travel easier this year.

Travellers in 2024 don't need convincing that they have an important role to play in addressing the climate crisis. This awareness is reflected in an ever-increasing array of studies finding that more than three-quarters of global travellers want to travel more sustainably over the coming year, and that 90% of consumers look for sustainable options when travelling . With other sustainable tourism studies finding that an intention-behaviour gap remains , destinations investing in sustainability – in the tourism sector and beyond – can help to bridge it. Mindful travel to places recovering from unrest or disaster, meanwhile, can also help to support a more sustainable future for these destinations.

From destinations carving out innovative green spaces to places ready to welcome back tourists in the wake of tragedy, here are 10 destinations welcoming sustainable travellers in 2024.

1. Valencia, Spain

Each year, the European Green Capital Award is given to a city with an established and ongoing commitment to improve the environment and quality of life for residents and visitors. This year's recipient was Valencia. Currently working towards generating 100% of its electricity from renewable sources by 2025, the Mediterranean city prides itself on its green spaces, with 500 hectares to explore – including a suite of new urban parks such as its Parque Central , which unites neighbourhoods previously divided by a railway that has since been relocated below ground. This city's green spaces also encompass the Huerta – 120 sq km of produce farms that supply local markets and restaurants, thereby reducing the carbon cost of dining out and self-catering.

With improved mass transit services and pedestrian spaces making it easier to get around Valencia, the relatively flat city also offers 200km of bike lanes. Visitors can even cycle (or take public transport) to two national parks fringing the city: the bird-filled  Parque Natural de l'Albufera , and Turia Natural Park , which is laced with trails and dotted with natural pools.

2. High Atlas Mountains and Marrakesh, Morocco

The earthquake that struck central Morocco in September 2023 caused the deaths of more than 2,900 people and the complete or partial destruction of 50,000 homes – most of these near the 6.8-magnitude quake's epicentre in the High Atlas Mountains near Marrakech.

While Morocco's tourism industry has proven to be resilient in the face of disaster, with record tourism arrivals in 2023, hotels in largely unscathed Marrakech have reported a drop in bookings, while artisans behind the workshops damaged in Marrakech's old medina are still waiting for aid . All of the city's main attractions , including the El Badi and Bahai palaces, Secret Garden and the Saadian Tombs, have reopened since the earthquake, and while some areas of the old medina remain closed, its spice-scented alleys are as atmospheric as ever.

Although it's still too early to revisit some parts of the snow-capped High Atlas Mountains as communities rebuild, Abercrombie & Kent is among a raft of tourism operators helping to support the region's recovery by returning to less-affected areas such as the Ourika Valley, a popular trekking destination. Intrepid Travel has launched four new trips to Morocco for 2024, including a venture through the Happy Valley, also known as the Ait Bougmez region of the High Atlas Mountains.

3. Saba, Dutch Caribbean

The smallest special municipality of the Netherlands, the tiny tropical island of Saba is emerging as a champion of sustainable tourism in the Caribbean . Balancing the carbon cost of flying to the 13-sq-km island (reached by ferry from neighbouring St Maarten) is an impressive array of initiatives, including a solar park producing 35-40% of the island's power needs, a comprehensive recycling system, a marine park encircling the island (with excellent diving) and a ban on single-use plastics (Saba has its own water bottling plant). Helping to reduce dependence on the island's precious resources is a hydroponics farm at Rendezvous restaurant in the town of Windwardside, which uses 80% less water than conventional farming methods.

In 2023, the  Saba Bank – the largest submarine atoll in the Atlantic Ocean – was named by international marine conservation organisation Mission Blue as a Hope Spot , a designation identifying destinations scientifically identified as critical to the ocean's health. Saba is also home to the first marine lab in the Windward Islands of the Dutch Caribbean for applied research, while the longstanding Sea & Learn Foundation engages travellers and locals in environmental projects throughout the year, from identifying fluorescing scorpions on a night hike to measuring growth rates of endemic orchids.

The mountainous volcanic island is laced with lush hiking trails, while beautifully patterned Nassau groupers are among the abundance of reef fish commonly encountered by snorkellers and scuba divers. Birders are in for a treat, with the entire coastline identified by Birdlife International as an Important Birding Area .

4. Singapore

Singapore's sustainability journey is legendary, kicking off in 1967 when then-Prime Minister Lee Kuan Yew mooted his "city in a garden" vision. Following more than 50 years of mindful urban development – including the creation of more than 300km of green corridors as part of the city-state's  Park Connector Network – Singapore became the world's first entire nation to receive sustainable destination certification from the Global Sustainable Tourism Council, in 2023. The certification reflects the Southeast Asian nation's commitment to its Singapore Green Plan 2030 goals for sustainable development, which includes quadrupling solar energy deployment by 2025, reducing the waste sent to landfill by 20% by 2030, and limiting the registration of new cars to cleaner-energy models from 2030.

Locals and visitors continue to reap the benefits, with new and upcoming attractions including the 24km hiking-biking Rail Corridor (due to fully open in 2024) and the enhancement of 13 southern parks , along with two new trails on the Coast to Coast Trail network. Singapore is also set to welcome seven new MRT (metro) stations on the Thomson-East Coast Line in early 2024.

Opened in 2023 with cutting-edge initiatives (including a biodigester that transforms food waste into cleaning water), the Green Mark Platinum -certified Pan Pacific Orchard joins the Parkroyal Collection Pickering , a "hotel in a garden", as an innovative low-impact accommodation option for visitors.

5. Belfast, UK

The UK's tourism industry remains the strongest supporter of the Glasgow Declaration on Climate Action in Tourism launched at COP25 in 2021, with 172 signatories compared to the US in second place with 73. Among the UK cities making the biggest strides towards a sustainable future is Belfast, which in 2023 jumped from 47th place in the Global Destination Sustainability Index into the top 11 within 18 months. The Northern Ireland capital is now being held up as a blueprint for excellence in a white paper published by Edinburgh-based sustainability certification organisation Green Tourism .

Since the 2021 launch of its Belfast Resilience Goal targeting an inclusive, zero-emissions, climate-resilient economy within a generation, the city has seen more than 90 hotels, attractions and restaurants committed to sustainable tourism through Visit Belfast's internationally recognised Green Tourism program (up from five in 2021), with 75% of Belfast hotel rooms now holding a sustainability certification (up from 25% in 2021).

Popular Green Tourism-certified attractions include the Titanic Belfast museum, which aims to be a zero-waste organisation by 2030, and the neighbouring Titanic Hotel Belfast , created in the former headquarters of Harland and Wolff, builders of the RMS Titanic. With more than 50 docking stations, Belfast Bikes offers an easy, green local transport option.

6. Southern Great Barrier Reef, Australia

Approximately 90% of the two million annual visitors to the Great Barrier Reef stick to the sultry northern hubs of Cairns and Townsville. Yet, some of the most rewarding and low-impact opportunities to experience this 2,300-km-long ecosystem occur in the Southern Great Barrier Reef .

Rehabilitated from a guano-mined coral cay left to feral goats, the manta ray haven of Lady Elliot Island at the reef's southern tip is now one of Australia's foremost eco-resorts, run almost entirely on renewable energy. Just 40km to north-east as the crow flies, uninhabited Lady Musgrave Island provides a wild backdrop for day trips and overnight glamping experiences with Lady Musgrave Experience , which holds Advance Ecotourism and Climate Action certifications from Ecotourism Australia . Tours operate from the region's key mainland port of Bundaberg , which received sustainable destination certification in 2023, also from Ecotourism Australia. Its state-of-the-art Mon Repos turtle education centre runs ranger-led turtle viewing tours during the nesting and hatching season (November to March), while recently launched Taribelang Bunda Tours offers opportunities to connect with ancient sustainability practices on Indigenous-guided experiences.

The relaxed agricultural region also offers a smorgasbord of farmgate and cellar door experiences including the Bundaberg Rum Visitor Experience , which in 2023 became the first tourism operator in Australia to achieve Ecotourism Australia's new  Sustainable Tourism Certification .

7. Panama, Central America

Costa Rica has carved out a reputation as Central America's leader in sustainable tourism, and now neighbouring Panama – which in 2023 granted legal rights to turtles – is stepping into the limelight as a community-based tourism pioneer. Despite Panama's diverse array of Indigenous cultures (accounting for approximately 14% of the population) and rich biodiversity , the nation's tourism has traditionally centred on its famed canal and sultry capital Panama City.

Now, visitors can explore Panama's lush rainforests and palm-fringed islands more meaningfully with the people who know it best: Indigenous and rural communities. The recently launched  SOSTUR digital portal lets visitors book local-guided adventures in regions largely untouched by tourism, from visiting the Naso (also known as Teribe) communities who have lived in the jungles of north-western Panama since before Spanish colonists arrived, to learning about the legends of the warriors and guardians of Dekö island from an Indigenous Ngöbe guide.

The portal is part of the Panamanian government's US$301m Sustainable Tourism Development Master Plan , which runs through 2025. It's main goal? To grow visitor numbers in a way that prioritises people and nature.

8. Maui, United States

The horror of the wildfires that ravaged the Hawaiian island of Maui in August 2023, claiming at least 115 lives, destroying more than 2,200 buildings and homes and uprooting thousands, was felt around the world. In the days following the tragedy, many Hawaiians told tourists to stay away . But with restaurants, hotels and tour operators since forced to lay off workers and unemployment rates surging, officials are now asking people to return responsibly .

Given the extensive devastation on the north-western side of the island, the Hawai'i Tourism Authority (HTA)  reports  that Lāhainā will remain closed to the public until further notice, and recommends checking accommodations in the nearby communities of Kā'anapali, Nāpili and Kapalua for availability before visiting. The island's wilder east side, meanwhile, remains ripe for exploration. Embark on the Road to Hana , a 103km road trip that takes in a sublime stretch of coastline fringed by wild beaches, picturesque waterfalls and lush trails; bring a torch for a self-guided tour of the Hana Lava Tubes near road Marker 31. Near Hana, explore the "alien" forest of Hosmer Grove in in  Haleakalā National Park . Travellers can search for local businesses to support on the Maui Nui First website.

9. Greenland

Long overshadowed by the ground-breaking sustainable tourism initiatives of the lower Nordic nations, Greenland is increasingly also taking steps to safeguard its icy territory – and its growing tourism industry – as it navigates its future on the frontline of the climate crisis. Nuuk became the world's first capital city to be certified by EarthCheck as a sustainable tourist destination in 2020. In 2022, Visit Greenland announced the cessation of its support for conventional cruise tourism on sustainability grounds, and in 2023, Visit Greenland invited the tourism industry to support a shared pledge towards more sustainable and responsible tourism development.

As the nation prepares to welcome a new international airport in Nuuk in 2024, operators are urged to support the pledge's five themes, spanning the support of local products to creating unique opportunities for tourists to visit throughout the seasons.

After banning future oil and gas exploration in 2021, Greenland is now focused on rolling out renewable energy, with government-run energy company Nukissiorfiit working towards producing 100% green energy by 2030. Expected to save 127 tonnes of CO2, the churches of Nuuk will be powered by green energy in 2024 .

Encouraging tourism beyond the capital is the excellent Icefjord Centre in Illulissat, due to welcome a new airport of its own in the coming years. Supporting sustainable local industries can also have a big impact in this island nation: try a musk ox burger, and look for the "Authentic Nunavut" sticker certifying Nunavut Inuit-made crafts.

10. Dominica, Lesser Antillies

In the wake of the category-five hurricane that devastated the small Caribbean island nation in 2017,

Dominica's prime minister announced plans to make Dominica  "the world's first climate-resilient nation ". While the development of early-warning systems and resilient housing is now helping to safeguard residents, a new kayaking trail is helping to promote the island – already home to the Caribbean's longest hiking trail – as a sustainable tourism destination.

Hugging the island's dramatic west coast for more than 60km, the Waitukubuli Sea Trail is the Caribbean's first dedicated sea kayaking route. It runs south to north along the island's western coastline, taking in welcoming communities, secluded beaches, dramatic scenery and local cuisine. The trail is the brainchild of long-time Caribbean Peace Corps worker Wes Moses, who opened  Soufriere Outdoor Centre on the island's south-west coast in 2022 after settling in Dominica in 2018. He's also joined forces with coastal lodgings to create a network of accommodations along the trail's 14 sections, with land-based hiking excursions and cultural experiences to enjoy along the way.

Not far from the trailhead at Scott's Head, Coulibri Ridge , the island's newest eco-resort, offers a luxurious base to kick-start your kayaking adventure.

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Travel, Tourism & Hospitality

Sustainable tourism worldwide - statistics & facts

What are the effects of global tourism on the climate, traveler awareness of social and environmental responsibility, key insights.

Detailed statistics

Ecotourism market size worldwide 2022-2028

Tourism-related transport's share of carbon emissions worldwide 2016-2030

Global travelers who believe in the importance of green travel 2024

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Leisure Travel

Global carbon dioxide emissions from energy 1965-2023, by region

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Industry overview.

• Premium Statistic Ecotourism market size worldwide 2022-2028
• Premium Statistic Global travelers who believe in the importance of green travel 2024
• Premium Statistic Sustainable initiatives travelers would adopt worldwide 2022, by region
• Premium Statistic Conscious travelers' challenges when traveling in a sustainable manner worldwide 2022

Market size of the ecotourism sector worldwide in 2022, with a forecast for 2028 (in billion U.S. dollars)

Share of travelers that believe sustainable travel is important worldwide in 2024

Sustainable initiatives travelers would adopt worldwide 2022, by region

Main sustainable initiatives travelers are willing to adopt worldwide in 2022, by region

Conscious travelers' challenges when traveling in a sustainable manner worldwide 2022

Challenges of travelers when trying to travel in a sustainable and socially conscious manner worldwide as of March 2022

Environmental impact

• Basic Statistic Global carbon dioxide emissions from energy 1965-2023, by region
• Premium Statistic Tourism-related transport's share of carbon emissions worldwide 2016-2030
• Premium Statistic Carbon footprint of tourism-related transport worldwide 2005-2030
• Premium Statistic Carbon footprint of international tourism transport worldwide 2005-2030, by type
• Premium Statistic Carbon footprint of domestic tourism transport worldwide 2005-2030, by type

Carbon dioxide emissions from energy worldwide from 1965 to 2023, by region (in million metric tons of carbon dioxide)

Tourism-related transport's share of carbon emissions worldwide 2016-2030

Share of carbon dioxide emissions coming from tourism-related transport worldwide in 2016, with a forecast for 2030

Carbon footprint of tourism-related transport worldwide 2005-2030

Carbon dioxide emissions from tourism-related transport worldwide in 2005 and 2016, with a forecast for 2030 (in million metric tons of carbon dioxide)

Carbon footprint of international tourism transport worldwide 2005-2030, by type

Transport-related emissions from international tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030, by mode of transport (in million metric tons of carbon dioxide)

Carbon footprint of domestic tourism transport worldwide 2005-2030, by type

Transport-related emissions from domestic tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030 (in million metric tons of carbon dioxide), by mode of transport

International tourism figures

• Premium Statistic Number of international tourist arrivals worldwide 1950-2023
• Basic Statistic Number of international tourist arrivals worldwide 2005-2023, by region
• Premium Statistic Countries with the highest number of inbound tourist arrivals worldwide 2019-2023
• Premium Statistic Global air traffic - number of flights 2004-2024
• Premium Statistic Global air traffic - scheduled passengers 2004-2022

Number of international tourist arrivals worldwide 1950-2023

Number of international tourist arrivals worldwide from 1950 to 2023 (in millions)

Number of international tourist arrivals worldwide 2005-2023, by region

Number of international tourist arrivals worldwide from 2005 to 2023, by region (in millions)

Countries with the highest number of inbound tourist arrivals worldwide 2019-2023

Countries with the highest number of international tourist arrivals worldwide from 2019 to 2023 (in millions)

Global air traffic - number of flights 2004-2024

Number of flights performed by the global airline industry from 2004 to 2023, with a forecasts for 2024 (in millions)

Global air traffic - scheduled passengers 2004-2022

Number of scheduled passengers boarded by the global airline industry from 2004 to 2022 (in millions)

Opinions and behavior

• Premium Statistic Main drivers for visiting a country by people worldwide 2023
• Premium Statistic Share of outbound travelers planning to spend more worldwide 2022, by category
• Premium Statistic Share of global travelers that want to use green lodging in the next year 2016-2022
• Premium Statistic Interest in accommodation with high sustainability standard globally 2023, by country
• Premium Statistic Reasons global travelers stayed in sustainable lodging at least once last year 2022
• Premium Statistic Demand for sustainable hotels by global corporate travel managers 2022

Main drivers for visiting a country by people worldwide 2023

Reasons to visit a country according to respondents worldwide in 2023

Share of outbound travelers planning to spend more worldwide 2022, by category

Share of travelers planning to spend more on trips abroad in selected countries worldwide in 2022, by type of expenditure

Share of global travelers that want to use green lodging in the next year 2016-2022

Distribution of global travelers intending to stay at least once in an eco-friendly or green accommodation when looking at the year ahead from 2016 to 2022

Interest in accommodation with high sustainability standard globally 2023, by country

Share of travelers who look for accommodation with impressive sustainability innovation worldwide as of July 2023, by country

Reasons global travelers stayed in sustainable lodging at least once last year 2022

Main reasons travelers stayed in sustainable accommodation at least once over the past year worldwide in as of February 2022

Demand for sustainable hotels by global corporate travel managers 2022

Importance of hotel sustainability for business travel buyers worldwide as of October 2022

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What next for travel and tourism? Here's what the experts say

In many countries, more than 80% of travel and tourism spending actually comes from the domestic market. Image:  Unsplash/Surface

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Stay up to date:.

• In 2020 alone, the travel and tourism sector lost $4.5 trillion and 62 million jobs globally.
• But as the world recovers from the impacts of the COVID-19 pandemic, travel and tourism can bounce back as an inclusive, sustainable, and resilient sector.
• Two experts highlight some of the key transformations in the sector going forward during the World Economic Forum's Our World in Transformation series.

The Travel & Tourism sector was one of the hardest hit by the COVID-19 pandemic, leaving not only companies but also tourism-driven economies severely affected by shutdowns, travel restrictions and the disappearance of international travel.

In 2020 alone, the sector lost $4.5 trillion and 62 million jobs, impacting the living standards and well-being of communities across the globe. Moreover, the halt in international travel gave both leisure and business travellers the chance to consider the impact of their choices on the climate and environment.

Amid shifting demand dynamics and future opportunities and risks, a more inclusive, sustainable and resilient travel and tourism sector can be - and needs to be - built.

The World Economic Forum's Travel & Tourism Development Index 2021 finds that embedding inclusivity, sustainability and resilience into the travel and tourism sector as it recovers, will ensure it can continue to be a driver of global connectivity, peace and economic and social progress.

We spoke to Sandra Carvao , Chief of Market Intelligence and Competitiveness at the United Nations World Tourism Organization (UNWTO), and Liz Ortiguera , CEO of the Pacific Asia Travel Association in Thailand (PATA), and asked them to highlight some of the key areas of risk and opportunity in the sector during an episode of the World Economic Forum's Our World in Transformation series.

Have you read?

Travel & tourism development index 2021: rebuilding for a sustainable and resilient future, towards resilience and sustainability: travel and tourism development recovery, how can we really achieve sustainability in the travel sector, what are some of the top global trends you're witnessing currently in the travel and tourism sector.

Liz Ortiguera: Given the extended lockdown that we had on travel with the pandemic, vacation for friends and relatives (VFR) is now a high priority for people who haven’t been in touch for a long time thanks to the pandemic. So, people are reconnecting. And that kind of links to the second trend, which is multi-purpose or blended travel. Never before, particularly now that we can connect digitally through Zoom, has the ability to work from anywhere enabled travellers to cover multiple purposes, like visits with friends and multiple business trips. So, we'll find that the duration of travel and the length of stay is longer. And third is the continued high focus on safety and wellness which is top of mind for travellers due to the pandemic. All travel is wellness-related now.

Sandra Carvao: I think there is a bigger concern with sustainability, which is very welcome in our industry. Consumers, particularly the younger generation, are much more aware of the impact they have, not only on the environment but also socially and on the communities they live in. We've also seen an increase in expenditure per trip, so I think people are very eager to go outside, and they're staying longer. And on the other side, I think there are some challenges: we’re seeing a rise in late bookings because restrictions can change at short notice and that’s having an impact on the decisions of travellers. This is putting pressure on the industry in terms of planning and anticipating fluctuations in demand.

Social media surveys have shown that travellers who have immersive experiences are more likely to post about them, which is good for the industry.

What is community-based tourism and why is it important?

Sandra Carvao: One of the positive impacts of the pandemic is that people are looking for local experiences and are spending more time with communities. So, the concept of community-based tourism is obviously one that puts the community at the core of every development, ensuring that it's engaged and empowered and that it benefits. At the UNWTO, we worked with the G20 and the Saudi presidency back in 2020 and produced a framework for tourism development in communities, which states that communities need to be part of the planning and management of tourism activities. We need to go beyond traditional definitions of community to a point where the industry leans on partnerships between the public and private sectors and communities.

Liz Ortiguera: In July 2022, PATA is hosting a destination-marketing forum and one of the key themes is community-based tourism. The purpose is really to put the community and authenticity-in-culture activities at the heart of the travel experience. There are benefits for all stakeholders. One is that travellers can have an authentic experience. They're not in overcrowded, touristic locations and they experience something new and unique within the community. These experiences are designed in partnership with communities who get the benefit of financial inclusion, and if activities are designed properly, the reinforcement of their cultural heritage. Governments also engage in economic development more broadly across countries. Another interesting trend is creative tourism, which means you create an experience for tourists to participate in, like a dance lesson, or a cooking lesson. Social media surveys have shown that travellers who have these kinds of immersive experiences are more likely to post about them online and that's good for the industry.

It is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.

How is technology and innovation helping to leverage cultural resources?

Sandra Carvao: One interesting trend we’re seeing is that more and more people are booking trips directly, so communities need to be supported to digitize their systems. Education and upskilling of communities are important so that they can leverage digital platforms to market themselves. From the tourists’ perspective, it is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.

Liz Ortiguera: People have been living virtually for more than two years. Amazing innovations have emerged, such as virtual reality and augmented reality, and all kinds of applications and tools. But the important thing is the experience. The destination. Real-world experiences need to remain front and centre. Technology tools should be viewed as enablers and not the core experience. And when it comes to staff, technology can really democratize education. There’s an opportunity to mobilize a mobile-first approach for those who are on the frontlines, or out in the field, and can’t easily access computers, but need to get real-time information.

How is the sector dealing with labour shortages and re-employment of the workforce?

Liz Ortiguera: Labour shortages are much more dynamic in North America and in Europe. But it’s having a knock-on effect on Asia. If, for example, their air carriers are limited by staff and they have to cancel flights, which we're very much seeing out of Europe, seating capacity then becomes a limiting factor in the recovery of Asia Pacific. That's the main constraint right now. And compounding that is the rising price of fuel. But people in the Asia Pacific are keen to get reemployed.

Sandra Carvao: Labour shortages are a priority for the sector in countries around the world. Many workers left the sector during the pandemic and the uncertainty that surrounded the measures taken to contain it left many people unsure of whether the sector would recover. It is time to address things like conditions, scheduling, and work/life balance, all things which have been top of mind for workers during the pandemic. As the sector recovers, we need time to bring new hires on board and to train them to take over where those who switched jobs left off.

Are we seeing a growing trend towards domestic tourism?

Sandra Carvao: We’re talking about 9 billion people travelling within their own countries. And in many countries, for example in Germany, more than 80% of the tourism spending actually comes from the domestic market, similarly in countries like Spain and even smaller economies. Whenever it's possible to travel again, domestic markets tend to be more resilient. They kick off first mostly due to perceptions of safety and security issues. As the world economy recovers from the pandemic, there is a good opportunity for nations to rethink their strategy, look at the domestic market in a different way, and leverage different products for domestic tourists.

When it comes to sustainable tourism, how quickly could we mainstream eco-friendly modes of transportation?

Sandra Carvao: Transport is one of the key contributors to energy impacts and tourism. But it's also important that we look at the whole value chain. The UNWTO together with the One Planet Sustainable Tourism Programme just launched the Glasgow Declaration, which includes green commitments from destinations and companies. We’re seeing a strong movement in the airline industry to reduce emissions. But I think, obviously, technological developments will be very important. But it's also very important to look at market shifts. And we can't forget small islands and developing states that rely on long-haul air travel. It’s important to make sure that we invest in making the problem much less impactful.

Liz Ortiguera: 'Travel and tourism' is such a broad encompassing term that it’s not fair to call it an industry: it is actually a sector of many industries. The pandemic taught us how broad the impact of the sector is in terms of sustainability. There's a big movement in terms of destination resilience, which is the foundation for achieving sustainability in the journey to net-zero. We now have standards to mitigate that impact including meetings-and-events (MIE) standards and standards for tour operators. There are multiple areas within our industry where progress is being made. And I'm really encouraged by the fact that there is such a focus not just within the sector but also among consumers.

This interview was first done at the World Economic Forum's studios in Geneva as part of 'Our World in Transformation' - a live interactive event series for our digital members. To watch all the episodes and join future sessions, please subscribe here .

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What is the future of travel?

All aboard! After the pandemic upended life and leisure as we know it, travel is roaring back. The industry is set to make a full recovery by the end of 2024, after losing 75 percent of its value in 2020. Much of this has been so-called “revenge travel,” or people embarking on international or bucket list trips that were delayed by the pandemic. But domestic travel is recovering quickly too and is set to represent 70 percent of travel spending by 2030.

Get to know and directly engage with senior McKinsey experts on travel and tourism

Margaux Constantin is a partner in McKinsey’s Dubai office, Matteo Pacca is a senior partner in the Paris office, and Vik Krishnan is a senior partner in the Bay Area office.

We’ve done a deep dive into the latest travel trends and how industry players can adjust accordingly in The state of travel and hospitality 2024 report. Check out the highlights below, as well as McKinsey’s insights on AI in travel, mass tourism, and much more.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice .

Who are today’s travelers, and what do they want?

In February and March 2024, McKinsey surveyed  more than 5,000 people in China, Germany, the United Arab Emirates (UAE), the United Kingdom, and the United States who had taken at least one leisure trip in the past two years. Here are six highlights from the results of that survey:

• Travel is a top priority, especially for younger generations. Sixty-six percent of travelers we surveyed said they are more interested in travel now than before the COVID-19 pandemic. And millennials and Gen Zers  are traveling more and spending a higher share of their income on travel than their older counterparts.
• Younger travelers are keen to travel abroad. Gen Zers and millennials who responded to our survey are planning nearly an equal number of international and domestic trips in 2024. Older generations are planning to take twice as many domestic trips.
• Baby boomers are willing to spend if they see value. Baby boomers still account for 20 percent of overall travel spending. They are willing to spend on comforts such as nonstop flights. On the other hand, they are more willing to forego experiences to save money while traveling, unlike Gen Zers who will cut all other expense categories before they trim experiences.
• Travel is a collective story, with destinations as the backdrop. Travelers both want to hear other travelers’ stories and share their own. Ninety-two percent of younger travelers were inspired by social media in some shape or form for their last trip.
• What travelers want depends on where they’re from. Sixty-nine percent of Chinese respondents said they plan to visit a famous sight on their next trip, versus the 20 percent of European and North American travelers who said the same. Respondents living in the UAE also favor iconic destinations, as well as shopping and outdoor activities.

Learn more about McKinsey’s  Travel, Logistics, and Infrastructure Practice .

What are the top three travel industry trends today?

Travel is back, but traveler flows are shifting. McKinsey has isolated three major themes for industry stakeholders to consider as they look ahead.

• The bulk of travel spending is close to home. Seventy-five percent of travel spend is domestic. The United States is currently the world’s largest domestic travel market, but China is set to overtake it in the coming years. Stakeholders should make sure they capture the full potential of domestic travelers before turning their attention abroad.
• New markets such as India, Southeast Asia, and Eastern Europe are growing sources of outbound tourism. Indians’ travel spending is expected to grow 9 percent per year between now and 2030; annual growth projections for Southeast Asians and Eastern Europeans are both around 7 percent.
• Unexpected destinations are finding new ways to lure travelers and establish themselves alongside enduring favorites. Rwanda, for example, has capitalized on sustainable tourism by limiting gorilla trekking permits and directing revenue toward conservation.

Looking for direct answers to other complex questions?

For a more in-depth look at these trends, check out McKinsey’s State of travel and hospitality 2024   report .

How will AI change how people travel?

In the 1950s, the introduction of the jet engine dramatically reduced travel times, changing the way people traveled forever. Now AI is upending the industry  in a similarly fundamental way. Industry players down to individual travelers are using advances in generative AI (gen AI) , machine learning , and deep learning  to reimagine what it means to plan, book, and experience travel. “It’s quite clear,” says McKinsey partner Vik Krishnan , “that gen AI significantly eases  the process of travel discovery.”

For travel companies, the task now is to rethink how they interact with customers, develop products and services, and manage operations in the age of AI. According to estimates by McKinsey Digital, companies that holistically address digital and analytics opportunities have the potential to see an earnings improvement of up to 25 percent .

McKinsey and Skift Research interviewed executives from 17 companies across five types of travel business. Here are three key findings on how travel companies can reckon with emerging technologies, drawn from the resulting report The promise of travel in the age of AI :

• Segmentation. Companies can use AI to create hyperspecific customer segments to guide how they interact with and serve customers. Segmentation can be based on a single macro characteristic (such as business versus leisure), or it can be so specific as to relate to just one customer.
• Surprise and delight. In the travel context, gen AI could take the form of digital assistants that interact with customers throughout their journeys, providing personalized trip itineraries and tailored recommendations and helping to resolve unexpected disruptions.
• Equipping workers better. AI tools can free up frontline workers’ time, allowing them to focus more on personal customer interactions. These tools can also shorten the training time for new hires and quickly upskill  the existing workforce.

AI is important, yes. But, according to Ella Alkalay Schreiber, general manager (GM) of fintech at Hopper, “The actual challenge is to understand the data, ask the right questions, read prediction versus actual, and do this in a timely manner. The actual challenge is the human thinking, the common sense .”

How is mass tourism changing travel?

More people are traveling than ever before. The most visited destinations are experiencing more concentrated flows of tourists ; 80 percent of travelers visit just 10 percent of the world’s tourist destinations. Mass tourism can encumber infrastructure, frustrate locals, and even harm the attractions that visitors came to see in the first place.

Tourism stakeholders can collectively look for better ways to handle visitor flows before they become overwhelming. Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

For one thing, destinations should understand their carrying capacity of tourists—that means the specific number of visitors a destination can accommodate before harm is caused to its physical, economic, or sociocultural environment. Shutting down tourism once the carrying capacity is reached isn’t always possible—or advisable. Rather, destinations should focus on increasing carrying capacity to enable more growth.

Next, destinations should assess their readiness to handle mass tourism and choose funding sources and mechanisms that can address its impacts. Implementing permitting systems for individual attractions can help manage capacity and mitigate harm. Proceeds from tourism can be reinvested into local communities to ensure that residents are not solely responsible for repairing the wear and tear caused by visitors.

After risks and funding sources have been identified, destinations can prepare for growing tourist volumes in the following ways:

• Build and equip a tourism-ready workforce to deliver positive tourism experiences.
• Use data (gathered from governments, businesses, social media platforms, and other sources) to manage visitor flows.
• Be deliberate about which tourist segments to attract (business travelers, sports fans, party groups, et cetera), and tailor offerings and communications accordingly.
• Distribute visitor footfall across different areas, nudging tourists to visit less-trafficked locations, and during different times, promoting off-season travel.
• Be prepared for sudden, unexpected fluctuations triggered by viral social media and cultural trends.
• Preserve cultural and natural heritage. Engage locals, especially indigenous people, to find the balance between preservation and tourism.

How can the travel sector accelerate the net-zero transition?

Global warming is getting worse, and the travel sector contributes up to 11 percent of total carbon emissions. Many consumers are aware that travel is part of the problem, but they’re reticent to give up their trips: travel activity is expected to soar by 85 percent  from 2016 to 2030. Instead, they’re increasing pressure on companies in the travel sector to achieve net zero . It’s a tall order: the range of decarbonization technologies in the market is limited, and what’s available is expensive.

But decarbonization doesn’t have to be a loss-leading proposition. Here are four steps  travel companies can take toward decarbonization that can potentially create value:

• Identify and sequence decarbonization initiatives. Awareness of decarbonization levers is one thing; implementation is quite another. One useful tool to help develop an implementation plan is the marginal abatement cost curve pathway framework, which provides a cost-benefit analysis of individual decarbonization levers and phasing plans.
• Partner to accelerate decarbonization of business travel. Many organizations will reduce their business travel, which accounts for 30 percent of all travel spend. This represents an opportunity for travel companies to partner with corporate clients on decarbonization. Travel companies can support their partners in achieving their decarbonization goals by nudging corporate users to make more sustainable choices, while making reservations and providing data to help partners track their emissions.
• Close the ‘say–do’ gap among leisure travelers. One McKinsey survey indicates that 40 percent of travelers globally say they are willing to pay at least 2 percent more for carbon-neutral flights. But Skift’s latest consumer survey reveals that only 14 percent  of travelers said they actually paid more for sustainable travel options. Travel companies can help close this gap by making sustainable options more visible during booking and using behavioral science to encourage travelers to make sustainable purchases.
• Build new sustainable travel options for the future. The travel sector can proactively pioneer sustainable new products and services. Green business building will require companies to create special initiatives, led by teams empowered to experiment without the pressure of being immediately profitable.

What’s the future of air travel?

Air travel is becoming more seasonal, as leisure travel’s increasing share of the market creates more pronounced summer peaks. Airlines have responded by shifting their schedules to operate more routes at greater frequency during peak periods. But airlines have run into turbulence when adjusting to the new reality. Meeting summer demand means buying more aircraft and hiring more crew; come winter, these resources go unutilized, which lowers productivity . But when airlines don’t run more flights in the summer, they leave a lot of money on the table.

How can airlines respond to seasonality? Here are three approaches :

• Mitigate winter weakness by employing conventional pricing and revenue management techniques, as well as creative pricing approaches (including, for example, monitoring and quickly seizing on sudden travel demand spikes, such as those created by a period of unexpectedly sunny weather).
• Adapt to seasonality by moving crew training sessions to off-peak periods, encouraging employee holiday taking during trough months, and offering workers seasonal contracts. Airlines can also explore outsourcing of crew, aircraft, maintenance, and even insurance.
• Leverage summer strengths, ensuring that commercial contracts reflect summer’s higher margins.

How is the luxury travel space evolving?

Quickly. Luxury travelers are not who you might expect: many are under the age of 60 and not necessarily from Europe or the United States. Perhaps even more surprisingly, they are not all millionaires: 35 percent of luxury-travel spending is by travelers with net worths between $100,000 and $1 million. Members of this group are known as aspirational luxury travelers, and they have their own set of preferences. They might be willing to spend big on one aspect of their trip—a special meal or a single flight upgrade—but not on every travel component. They prefer visibly branded luxury and pay close attention to loyalty program points and benefits .

The luxury-hospitality space is projected to grow faster than any other segment, at 6 percent per year  through 2025. And competition for luxury hotels is intensifying too: customers now have the option of renting luxurious villas with staff, or booking nonluxury hotels with luxury accoutrements such as rainfall showerheads and mattress toppers.

Another critical evolution is that the modern consumer, in the luxury space and elsewhere, values experiences over tangible things (exhibit).

Luxury properties may see more return from investing in a culture of excellence—powered by staff who anticipate customer needs, exceed expectations, create cherished memories, and make it all feel seamless—than in marble floors and gold-plated bath fixtures. Here are a few ways luxury properties can foster a culture of excellence :

• Leaders should assume the role of chief culture officer. GMs of luxury properties should lead by example to help nurture a healthy and happy staff culture and listen and respond to staff concerns.
• Hire for personalities, not resumes. “You can teach someone how to set a table,” said one GM we interviewed, “but you can’t teach a positive disposition.”
• Celebrate and reward employees. Best-in-class service is about treating customers with generosity and care. Leaders in the service sector can model this behavior by treating employees similarly.
• Create a truly distinctive customer experience . McKinsey research has shown that the top factor influencing customer loyalty in the lodging sector is “an experience worth paying more for”—not the product. Train staff to focus on tiny details as well as major needs to deliver true personalization.

What’s the latest in travel loyalty programs?

Loyalty programs are big business . They’ve evolved past being simply ways to boost sales or strengthen customer relationships; now, for many travel companies, they are profit centers in their own right. One major development was that travel companies realized they could sell loyalty points in bulk to corporate partners, who in turn offered the points to their customers as rewards. In 2019, United’s MileagePlus loyalty program sold $3.8 billion worth of miles to third parties, which accounted for 12 percent of the airline’s total revenue for that year. In 2022, American Airlines’ loyalty program brought in $3.1 billion in revenue, and Marriott’s brought in $2.7 billion.

But as this transition has happened, travel players have shifted focus away from the original purpose of these programs. Travel companies are seeing these loyalty programs primarily as revenue generators, rather than ways to improve customer experiences . As a result, loyalty program members have become increasingly disloyal. Recent loyalty surveys conducted by McKinsey revealed a steep decline in the likelihood that a customer would recommend airline, hotel, and cruise line loyalty programs to a friend. The same surveys also found that airline loyalty programs are driving fewer customer behavior changes than they used to.

So how can travel brands win customers’ loyalty back? Here are three steps to consider:

• Put experience at the core of loyalty programs. According to our 2023 McKinsey Travel Loyalty Survey , American respondents said they feel more loyal to Amazon than to the top six travel players combined, despite the absence of any traditional loyalty program. One of the reasons for Amazon’s success may be the frictionless experience it provides customers. Companies should strive to design loyalty programs around experiential benefits that make travelers feel special and seamlessly integrate customer experiences between desktop, mobile, and physical locations.
• Use data to offer personalization  to members. Travel brands have had access to customer data for a long time. But many have yet to deploy it for maximum value. Companies can use personalization to tailor both experiences and offers for loyalty members; our research has shown that 78 percent  of consumers are more likely to make a repeat purchase when offered a personalized experience.
• Rethink partnerships. Traditionally, travel companies have partnered with banks to offer cobranded credit cards. But many credit card brands now offer their own, self-branded travel rewards ecosystems. These types of partnerships may have diminishing returns in the future. When rethinking partnerships, travel brands should seek to build richer connections with customers, while boosting engagement. Uber’s partnership with Marriott, for example, gives users the option to link the brands’ loyalty programs, tapping into two large customer bases and providing more convenient travel experiences.

In a changing travel ecosystem, travel brands will need to ask themselves some hard questions if they want to earn back their customers’ loyalty.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice . And check out travel-related job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

• “ Updating perceptions about today’s luxury traveler ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ The way we travel now ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ Destination readiness: Preparing for the tourist flows of tomorrow ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ How the world’s best hotels deliver exceptional customer experience ,” March 18, 2024, Ryan Mann , Ellen Scully, Matthew Straus, and Jillian Tellez Holub
• “ How airlines can handle busier summers—and comparatively quiet winters ,” January 8, 2024, Jaap Bouwer, Ludwig Hausmann , Nina Lind , Christophe Verstreken, and Stavros Xanthopoulos
• “ Travel invented loyalty as we know it. Now it’s time for reinvention. ,” November 15, 2023, Lidiya Chapple, Clay Cowan, Ellen Scully, and Jillian Tellez Holub
• “ What AI means for travel—now and in the future ,” November 2, 2023, Alex Cosmas  and Vik Krishnan
• “ The promise of travel in the age of AI ,” September 27, 2023, Susann Almasi, Alex Cosmas , Sam Cowan, and Ben Ellencweig
• “ The future of tourism: Bridging the labor gap enhancing customer experience ,” August 1, 2023, Urs Binggeli, Zi Chen, Steffen Köpke, and Jackey Yu
• “ Hotels in the 2030s: Perspectives from Accor’s C-suite ,” July 27, 2023, Aurélia Bettati
• “ Tourism in the metaverse: Can travel go virtual? ,” May 4, 2023, Margaux Constantin , Giuseppe Genovese, Kashiff Munawar, and Rebecca Stone
• “ Three innovations to solve hotel staffing shortages ,” April 3, 2023, Ryan Mann , Esteban Ramirez, and Matthew Straus
• “ Accelerating the transition to net-zero travel ,” September 20, 2022, Danielle Bozarth , Olivier Cheret, Vik Krishnan , Mackenzie Murphy, and Jules Seeley
• “ The six secrets of profitable airlines ,” June 28, 2022, Jaap Bouwer, Alex Dichter , Vik Krishnan , and Steve Saxon
• “ How to ‘ACE’ hospitality recruitment ,” June 23, 2022, Margaux Constantin , Steffen Köpke, and Joost Krämer
• “ Opportunities for industry leaders as new travelers take to the skies ,” April 5, 2022, Mishal Ahmad, Frederik Franz, Tomas Nauclér, and Daniel Riefer
• “ Rebooting customer experience to bring back the magic of travel ,” September 21, 2021, Vik Krishnan , Kevin Neher, Maurice Obeid , Ellen Scully, and Jules Seeley

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6 Sustainable Travel Trends for 2023 – Ethical Tourism Tips

By Aleksandra Staromiejska of PhotoAiD

Sustainable travel has become more important than ever before, as the impact of climate change and environmental degradation becomes increasingly apparent. As we look ahead, sustainable travel practices will play a key role in the recovery of the travel industry. More and more travelers are looking for ways to reduce their impact on the environment and support local communities and economies.

As a result, sustainable travel trends are on the rise. They help preserve the planet for future generations, but also provide travelers with unique, authentic experiences. In this blog post, we’ll explore them in more detail.

Table of Contents

Our List of Sustainable Travel Trends

Eco-Friendly Accommodations

Eco-friendly accommodations are a growing trend as more travelers look for ways to reduce their environmental impact. According to the Passport Photo Online Study , 60% of Americans have stayed at a hotel that follows sustainable practices at least once over the last two years. So, what are the options when it comes to this type of housing?

One popular option is eco-lodges, which are often located in remote, natural areas, and usually rely on renewable energy sources, such as solar power, and use sustainable building materials. Many eco-lodges are also involved in conservation and community development efforts, giving travelers the opportunity to make a positive impact on the local area. A good tip is to look for the Green Key label .

Another popular form of eco-friendly accommodation is glamping, which is a combination of camping and luxury amenities. Glamping tents are typically equipped with comfortable beds, electricity, and even private bathrooms. They allows travelers to enjoy the beauty of the outdoors while reducing their environmental footprint, compared to traditional camping.

When choosing eco-friendly accommodations, it’s important to verify that the property truly practices sustainable practices and not only using the term as a marketing strategy. Look for certificates or awards that demonstrate their commitment, such as eco-certification and green-key awards, you can also check their website or reach out to them to inquire about their sustainability practices.

It’s also a good idea to learn about the rules of the country you wish to travel to, and if you can work on your holiday. Working holiday visas are great for those looking to work and travel at the same time. 

Ecotourism and Responsible Wildlife Tourism

Ecotourism focuses on preserving the environment and improving the well-being of local communities. There are many different types of ecotourism activities and destinations, each offering a unique and educational experience for tourists.

We definitely recommend looking into wildlife safaris in national parks and game reserves . These trips allow tourists to observe animals in their natural habitats while supporting conservation efforts. Visitors can go on guided tours with expert guides to learn about the different species of animals they encounter and learn about the work being done to protect them.

Hiking and camping in wilderness areas is also a great example. This type of travel allows visitors to experience the beauty of nature while promoting the preservation of natural habitats. Popular destinations for this include the Amazon rainforest, the Grand Canyon and many national parks around the world.

Volunteer vacations are another great option. These trips involve participating in conservation or community development projects in remote areas. For example, you can work on a sea turtle conservation project in Costa Rica or build a school in a rural village in Africa. This type of eco-tourism allows visitors to make a meaningful impact while learning about local cultures and ways of life.

Or, maybe you will be interested in agritourism ? Visitors can stay on working farms or ranches, learn about sustainable agriculture practices. This is an opportunity to learn about the local culture, tradition and also sustainable way of living. Ecotourism homestays are another way to learn about local culture while supporting conservation efforts. Tourists can stay with local families in a rural area and engage in traditional ways of living. This type of eco-tourism is a great way to learn about the local culture while supporting the local community.

Sustainable Transportation Options

In recent years, there has been a growing trend in sustainable transportation . One example is the increased popularity of eco-friendly modes of travel, such as biking and walking . Many travelers are choosing to explore new destinations on foot or by bike, as these modes of transportation not only reduce carbon emissions, but also offer an immersive and active way to experience a new place.

Public transit is also rapidly gaining popularity, as more and more travelers are choosing to take the train , bus, or subway rather than driving or flying to their destination. Public transit can be a more efficient, cost-effective, and sustainable way to get around, particularly in urban areas. Many cities are now investing in public transit infrastructure to make it even more convenient for tourists to travel sustainably.

Another trend in sustainable transportation is the growing popularity of electric cars for road trips . Electric cars are powered by electricity rather than gasoline, which means they produce zero emissions and are much more environmentally friendly. Many car rental companies and even hotels now offer electric cars and charging stations as an option to help travelers reduce their environmental impact while still enjoying the freedom of a road trip.

Sustainable Food and Gastronomy

Sustainable food and gastronomy is not only good for the environment but also for travelers’ health and well-being, as well as supporting local economies. One way that the travel industry is promoting sustainable food options is by sourcing ingredients from local and organic farms . This helps to reduce the carbon footprint of the food by minimizing transportation. Many restaurants are also using seasonal produce, which not only is sustainable but also helps to create unique and delicious dishes.

Another aspect of sustainable food and gastronomy is reducing food waste . Some hotels are now implementing food waste reduction programs, such as composting, using leftovers to make new dishes, and encouraging guests to take leftovers with them. This not only helps to reduce waste but also helps to make sure that the food is used efficiently and sustainably.

Sustainable food also encompasses responsible sourcing of ingredients . This can include avoiding ingredients that are overfished or that are harvested in a destructive way, as well as avoiding products from animals raised in inhumane conditions. Additionally, some restaurants and hotels also promote plant-based options, and reduce the overall consumption of animal products.

Circular Economy Tourism

Circular economy is a new concept that focuses on creating closed-loop systems and reducing waste by reducing the use of resources, reusing materials and recycling waste. Many hotels and resorts are now implementing recycling programs and encouraging guests to reduce their waste during their stay. This can include simple steps such as separating recyclable materials, composting food waste, or even installing water-saving showerheads.

The reuse of resources, such as energy and water is also encouraged. This can be done by using renewable energy sources, such as solar or wind power, to power hotels and resorts, or by installing systems for capturing and treating greywater for reuse in irrigation. The circular economy also applies to transport services, an important aspect of tourism. This can include promoting electric vehicles, carpooling, or even bike-sharing schemes to reduce the number of cars on the road and decrease carbon emissions.

Reducing Single-Use Plastics

Single-use plastics are a major environmental concern , and the travel industry is one of the major contributors to this problem. Plastic bottles, straws, and bags are frequently used and discarded in the travel industry, and these items can take hundreds of years to degrade in the environment. As a result, reducing single-use plastics and promoting environmentally-friendly products is becoming an important focus for the travel industry.

Promoting the use of reusable water bottles is an important step. Many hotels and tour operators are now providing guests with reusable water bottles, or even filling stations where guests can refill their own bottles. This helps to reduce the number of plastic bottles that are used and discarded while traveling.

Another trend is offering biodegradable and compostable alternatives to single-use plastics. For example, some hotels are now providing guests with biodegradable soap and shampoo in their rooms, and some tour operators are using biodegradable plates and utensils on their trips. These products are made from natural materials, such as bamboo and corn starch, that can break down quickly and won’t harm the environment.

Future of Sustainable Travel

As the world continues to grapple with the challenges of climate change and environmental degradation, the travel industry has an important role to play in promoting sustainable practices. By choosing sustainable travel options, travelers can not only reduce their environmental impact but also support local economies. As travelers become more conscious about the impact of their travel choices, we can expect to see even more sustainable travel trends emerge in 2023 and beyond.

It’s important to remember that sustainable travel doesn’t mean giving up on comfort or luxury, it’s all about finding a balance between responsible tourism, environmental protection and economic development. It’s encouraging to see that the travel industry is actively participating in these efforts and continuously working to innovate and make sustainable travel more accessible to all. As travelers, let’s also do our part in making sustainable travel choices, for the health of our planet, communities and ourselves.

_____________________________________________________________________

Author’s bio:

Aleksandra Staromiejska is a travel, food, and wellness passionate who has visited 50+ countries on four continents. She is a Travel Leader for the adventurous travel company Solisci Adventure Club and the Digital PR Specialist at PhotoAiD . After spending a couple of months in Thailand and climbing Mt Kilimanjaro, she is getting ready for another adventure – spending winter in Bali.

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Sustainable Tourism: Future Trends and Priorities

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As a future-focused activity, sustainability management is always about anticipating what comes next. Which trends might influence the competitiveness and ability of businesses and destinations to shine and thrive? Which tendencies will impact sustainable development strategies? What ‘hot topics’ (should) occupy the minds of sustainability researchers around the world? Here is a snapshot of the state of affairs in late 2021.

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Q&A Red Sea Global: The Future of Tourism is Sustainable

Tourism contributes more than US$8tn to the global economy in 2022, and the sector's impact on communities within popular tourist destinations cannot be overstated. 

Concerns about overtourism, carbon emissions and cultural erosion have prompted a shift in focus towards sustainable tourism, and industry leaders are grappling with how to preserve destinations for future generations whilst maintaining profitability. 

From carbon-neutral hotels to community-led initiatives, innovative solutions are reshaping the landscape of travel.

Raed Albasseet is the Group Chief Environment and Sustainability Officer of Red Sea Global (RSG), the developer behind The Red Sea and AMAALA, two ambitious tourism projects set along the northwestern coast of Saudi Arabia.

Prior to joining RSG, Raed worked as an International Environmental Policies and Regulatory Lead for Saudi Aramco, working on conventions such as the United Nations Framework Convention on Climate Change, the Paris Agreement, and the UN Sustainable Development Goals.

Raed was previously the Head of Pollution and Environment Engineering at Vela International Marine, a Saudi Aramco subsidiary that is one of the world’s largest maritime service providers and is established as Saudi Arabia’s National Shipping Carrier. He has served as the delegated Vice Chair of the Climate Change Working Group of the International Petroleum Industry Environmental Conservation Association (IPIECA) in the Regional Organization for the Conservation of the Environment of the Red Sea & Gulf of Aden (PERSGA) and assisted the Ministry of Energy, Industry & Mineral Resources (MEIM) in meeting International Maritime Organization technical safety and environmental regulations.

Raed shares his insight with Sustainability Magazine.

Please introduce yourself

As Group Chief Environment and Sustainability Officer at Red Sea Global (RSG), I am responsible for the company’s environment and sustainability agenda. 

I joined RSG in 2018, bringing with me 15 years of experience in environmental leadership. When I joined, RSG was a new entity, an unknown. However, its vision to shift the tourism sector from sustainable tourism to regenerative tourism – working not just to protect but to actively enhance the environment, local communities and Saudi Arabia’s economy – is what drew me to the company. I saw how it could transform the global approach to tourism while enhancing the environment in Saudi Arabia.

Over the last six years, I have had the privilege of leading a team of world-class experts, whose hard work has led to the development of a bespoke environmental governance and management framework. This framework ensures RSG’s developments meet its ambitious sustainability goals.

Please introduce Red Sea Global 

RSG is the visionary developer behind The Red Sea and AMAALA giga projects. In fact, RSG’s flagship destination The Red Sea, which opened at the end of 2023, was Saudi’s first gigaproject to welcome paying visitors. 

RSG oversees over 32,000 km2 of stunning natural beauty. We have committed to protecting and enhancing these landscapes by aiming to deliver a 30% net conservation benefit to the environment by 2040. We plan to achieve this across RSG’s destinations through the enhancement of biologically diverse habitats, blending luxury tourism with environmental stewardship.

Already at RSG, we have undertaken a series of actions to deliver on our goals such as developing only 22 out of the 90 islands at The Red Sea destination. In addition, only 5% of the AMAALA site is being developed to allow nature to flourish and regenerate. 

Furthermore, RSG is committed to achieving the highest sustainability standards in the built environment, and this is exemplified by our achievements in LEED (Leadership in Energy and Environmental Design) and Mostadam certifications. 

Many of our buildings and infrastructure projects have been designed and constructed to meet LEED standards, with several already achieving LEED Platinum certification. Our ambition stretches to master planning (LEED C+C), to building design and construction (LEED BD+C), to operation and maintenance (LEED O&M).

How can tourism businesses help deliver the UN’s SDGs? 

Tourism is one of the largest and fastest growing sectors worldwide, accounting for more than 9% of global GDP. With this amount of power and influence, it is clear the sector's ability to contribute to the SDGs lies in its commitment to sustainable and responsible practices that balance economic, social, and environmental considerations. I believe that every developer and hotel group provider can deliver on the SDGs, if they are weaved into a company's vision and values. 

On SDG 8 – Decent Work & Economic Growth – we're committed to creating 120,000 jobs for Saudis and expats (direct, indirect and induced jobs), as well as enhancing quality of life and education through employment and training.

On SDGs 7 and 13 – Affordable and Clean Energy & Climate Action – we’re committed to achieving Net Zero emissions from energy use by ensuring that our destinations are powered by sunlight.  

Are there particular areas in which the tourism sector can make a marked difference? 

The sector holds immense potential to create positive change, particularly in enhancing biodiversity and fostering economic opportunities. 

Comprehensive environmental initiatives, like RSG's Environmental Baseline Survey which mapped local wildlife and habitats across a 200 km span of coastline, help protect and enhance the natural environment and ensure that we meet our commitment to a 30% net conservation benefit. 

Additionally, RSG aims to contribute US$8.79bn to Saudi’s GDP. This supports economic growth at a local and national level through the creation of new jobs and opportunities for upskilling. RSG has already provided more than 1,500 young Saudis with Educational and Vocational Training Programs. 

To what extent is technology transforming the potential for tourism businesses to deliver the UN’s SDGs?

Technology is transforming tourism's ability to achieve the SDGs. It allows for more ambitious and thorough implementation of sustainable practices, as well as data transparency.

At The Red Sea, we have implemented environmental monitoring through IoT sensors to monitor coral reefs, lagoons, and turtle nesting sites. These technologies are crucial for tourism businesses to meet climate commitments and track progress.

A key innovation is our partnership with Saudi’s leading digital services provider in Zain KSA to create the world's first zero-energy network. This provides guests with unparalleled digital access while minimising environmental impact. The network towers are designed to resemble rock formations, blending seamlessly with the landscape.

What innovative examples has Raed been involved in at Red Sea Global? For example, using AI to protect ocean health & marine life via the restoration of coral reefs in the Red Sea 

At RSG we are using AI to address environmental challenges. One area where we have pioneered its use is for coral reef restoration.  

We conduct annual surveys of over 180 coral reef sites to generate thousands of images. We analyse these using CoralNet, a machine learning tool, to quickly gain insights and create comprehensive maps of underwater habitats. This allows us to monitor changes and implement targeted conservation strategies.

What is the future of sustainable tourism? 

The future of tourism is inextricably linked with sustainability including our natural resources. It is no longer simply a matter of ethical responsibility; it is an economic imperative. Research from Expedia reveals that 90% of consumers look for sustainable travel options when booking, with half willing to pay a premium for greener travel.

This signifies a shift in traveller preferences, where sustainability is no longer a consideration but an expectation. Destinations that fail to embrace responsible practices risk alienating this growing segment of conscious travellers.

Make sure you check out the latest edition of Sustainability Magazine and also sign up to our global conference series - Sustainability LIVE 2024

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A traveler's guide to Novosibirsk, the unofficial capital of Siberia

Trans-Siberian heritage

Residents of Novosibirsk love trains and are proud of the fact that their city played a significant role in the history of the grand Trans-Siberian railway, which spans the breadth of Russia. The railway is such a part of Novosibirsk identity that it is even depicted on the city’s emblem, along with the bridge that crosses the Ob river and two Siberian sables standing on their hind legs.  

In the city, there are as many as five monuments to trains, and an open-air locomotive museum is located in the vicinity of the train station Seyatel’. The museum has more than 100 steam locomotives, diesel locomotives and carriages, reflecting the history of rail transportation in Russia from pre-revolutionary times to the present day. Wondering around the stationary trains and comparing your height with the diameter of the gigantic iron wheels of the first steam locomotives is all very well, but why not climb inside the carriages and see how the nobility once traveled across Russia in pre-revolutionary times? These tours will however need to be booked in advance. The museum opens from 11:00 until 17:00 every day except Mondays. 

Novosibirsk spans both sides of the river Ob. In the early twentieth century, the border of two different timezones passed right through the city which led to a strange situation- morning on the east bank started one hour earlier than on the west bank! The two-kilometer covered metro bridge that crosses the river is considered the longest in the world. Due to the fluctuations in temperature across the year (on average +30 °C to -30 °C), during the summer the metro bridge expands, and in the winter it contracts by half a meter. To counter these effects, the bridge’s supports are equipped with special rollers that allow it to move.   

The cultural center of Siberia

The repertoire of the theatre can be viewed on its official website . The theatre season runs from September to July, and comprises mainly classical performances, like the ballet “The Nutcracker” by Tchaikovsky, Borodin’s opera “Prince Igor” and Verdi’s “La Traviata”.  

The large Siberian sea and ligers

Weekends are best spent at the Novosibirsk zoo . The zoo is known for breeding big cats, although surrounded by controversy, hosts a successful crossing of a tiger and lion, which of course would not otherwise breed in wildlife. Ligers, or exotic cubs of an African lion and Bengal tigress, feel quite comfortable in the Siberian climate and even produce offspring. The zoo is open to visitors year-round, seven days a week, and even has its own free mobile app, Zoo Nsk .

Every year at the beginning of January, the festival of snow culture takes place bringing together artists from across Russia and around the world to participate in a snow sculpting competition. The tradition started in 2000 inspired by the snow festival in Sapporo, Novosibirsk’s twin-city.

Siberian Silicon Valley

Despite the fact that Akademgorodok was built half a century ago in the middle of the uninhabited Siberian taiga, architecturally it was ahead of its time. No trees were destroyed for its construction, and houses were built right in the middle of the forest. A man walking through the woods would seemingly stumble upon these structures. At that time, no one had built anything similar in the world and ecovillages only became fashionable much later.

For residents of the Novosibirsk Akademgorodok is a different world. When you step out the bus or car, you are immediately on one of the hiking paths through the forest, between the scientific buildings and clubs. On a walk through Akademgorodok, it is possible to unexpectedly encounter art-like objects handmade by residents of the city which have been erected as monuments and some monuments fixed up by city authorities. For example, the monument to the laboratory mice, which knits a strand of DNA on to some needles, can be found in the square alongside the Institute of Cytology and Genetics. In Akademgorodok there are many cafes and restaurants, in which it is possible to rest after a long walk. Grab a coffee and go to eat at Traveler’s Coffee , or eat lunch at the grille and bar People’s or Clover .

Winters in the Akademgorodok are slightly colder than in the city, so wrap up. Spring and summer are usually wetter, so waterproof boots are recommended. In the summer the Ob sea provides respite from the heat, so do not forget your swimsuit to go for a dip.

Memento Mori

Among the exhibits of the museum is one dedicated to world funeral culture — hearses, memorial jewellery from the hair of the deceased, samples from a specific photo-genre of  "post mortem", a collection of funeral wear from the Victorian era, deathmasks, statues and monuments. There’s also an impressive collection of coffins. One of them, resembling a fish, was manufactured on a special visit to Novosibirsk by a designer coffin-maker from Africa, Eric Adjetey Anang, who specializes in the production of unusual coffins.

Surprisingly, the crematorium itself does not look at all gloomy in appearance and definitely does not look like infernal scenes from movies, or like crematoriums of other cities that gravitate towards gloomy temple aesthetics. The Novosibirsk crematorium is decorated in “cheerful” orange tones and is surrounded by a park with a children’s playground nearby. A visit to the museum then leaves you with mixed feelings. 

Novosibirsk underground

Tourists from all over the world go down into the Moscow metro to take a ride and a few selfies in the most famous underground museum. The Novosibirsk metro is also quite a museum in itself — it has 13 stations, the most beautiful of which is Gagarinskaya, Sibirskaya and Rechnoy Vokzal.

The ultramodern Gagarinskaya station is like a real cosmos underground. Its technologically themed design includes marble walls with metallic elements, dark blue backlighting and portraits of Yuri Gagarin. The Sibirskaya station looks like an underground treasure trove, decorated by Altai masters craftsmen with mosaics of precious Siberian stones. The Rechnoy Vokzal station is framed with ten glowing stained glass windows depicting the largest cities of Siberia, including Novosibirsk itself, Omsk, Barnaul and others. The platform resembles a big ship sailing on the Ob, from which ancient Siberian cities are visible through its windows.  

How to get there

The easiest way to get to Novosibirsk is by plane with Aeroflot or Novosibirsk airline S7 with one-way tickets from Moscow costing from 200-250 USD. If you decide to take from the train from Moscow, you’ll have to travel approximately a third of the Trans-Siberian Railway. That’s 3,300 kilometers over almost a three-day journey. 

Where to stay

There are many great hotels in Novosibirsk. Amongst the best include a four-star Doubletree hotel by Hilton , which is located near Lenin Square (per room from $200). After renovations and repairs, the congress-hotel Novosibirsk has improved (per room from $100) and is located across from the train station. Less expensive but of a similar standard is the four-star River Park hotel near Rechnoy Vokzal metro station, which costs $80 per night.

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