Liz Ortiguera, Managing Director for Asia Pacific and Senior Advisor to the CEO of the World Travel and Tourism Council (WTTC), delivered a compelling keynote address at ITB Asia 2024, focusing on the evolving landscape of sustainable travel and tourism. Her presentation offered a forward-looking analysis of key trends in the global travel sector, emphasizing sustainability, community engagement, and the crucial role of the Asia Pacific region in shaping the industry’s future.
Surge in Sustainable Travel Demand
The demand for sustainable travel options has surged significantly, driven by increasing consumer awareness and changing priorities in the wake of the pandemic. Ortiguera revealed that 76% of travelers now actively seek sustainable travel choices, with this figure reaching an impressive 99% in certain Asia Pacific markets. This growing interest in sustainability is largely attributed to the tangible impacts of climate change, particularly in developing regions where consumers are witnessing environmental changes firsthand.
Ortiguera noted an important caveat, however: while sustainability is increasingly prioritized by travelers, their willingness to pay a premium for eco-friendly experiences has not yet materialized. She emphasized that brands committed to responsible practices are gaining traction in the marketplace, positioning sustainability as a competitive edge. “Progressive, modern brands will adopt sustainable practices, becoming trendsetters in the industry. It’s essential for businesses not to get left behind,” Ortiguera stated.
WTTC’s Initiatives for Promoting Sustainability
Ortiguera highlighted the WTTC’s proactive role in advancing sustainable travel through various initiatives. A key program is the Hotel Sustainability Basics, a global framework that outlines 12 fundamental actions hotels can implement to enhance sustainability. These initiatives, which include waste reduction and energy conservation, serve as foundational steps toward achieving full sustainability certification.
Singapore was spotlighted as a regional leader in sustainability, having established 42 sustainability criteria that surpass basic requirements, thereby setting a benchmark for responsible tourism. Ortiguera commended Singapore’s efforts, stating, “Singapore is a global leader in sustainable tourism management. It’s a model for balancing rapid tourism growth with environmental stewardship.” As more destinations adopt similar frameworks, the demand for verified sustainability credentials is expected to escalate, making such certifications an industry standard in the near future.
Emphasis on Sustainable Destination Management
Another focal point of Ortiguera’s presentation was sustainable destination management. She stressed that the rapid growth of tourism necessitates strategic planning to ensure destinations remain resilient and capable of accommodating increased demand without damaging local ecosystems. She referred to the issue of overcrowding as “consumer-driven advocacy,” which is becoming increasingly critical. Striking a balance between the needs of both international and domestic travelers and the capacities of local communities will be vital for the sector’s long-term sustainability.
Local communities are integral to the sustainability narrative, with Ortiguera underscoring the rise of community-based tourism. This approach fosters mutual benefits for both local populations and visitors, creating authentic, immersive experiences that highlight local culture while also promoting economic development. “Tourism must contribute to the communities that host travelers. Local engagement ensures that tourism growth remains inclusive and sustainable,” Ortiguera concluded.
As the travel sector continues to evolve, the commitment to sustainable practices will not only shape the industry’s future but also ensure that travel remains a force for good in the world.
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