Sustainability emerged as a central theme at the recently concluded PATA Travel Mart in Bangkok, underscoring the growing importance of eco-friendly practices in the tourism industry. The Pacific Asia Travel Association (PATA) event, Asia-Pacific’s largest and longest-running travel trade exhibition, celebrated its 47th year and attracted nearly 900 members from 45 countries, with a notable presence from India.
India’s contribution was significant, with over 30 booths showcasing diverse regions from Sikkim to Uttar Pradesh, Telangana, and Kerala. The country’s focus on sustainability in tourism was highlighted throughout the event, reflecting a shift in global travel trends.
At the opening press conference, PATA Chairman Peter Semone pointed out that many travelers, especially those booking through platforms like Booking.com, now prioritize “sustainable hotels.” This sentiment was echoed by PATA CEO Noor Ahmad Hamid, who emphasized the importance of the Vision for 2030 Sustainable Tourism Goals. Paul Pruangkarn, PATA’s Chief of Staff, also stressed that sustainability is no longer a luxury but an essential requirement for the tourism sector.
The 2024 PATA Gold Awards spotlighted innovative approaches to sustainable tourism, with winners showcasing projects such as eco-lodges, carbon-offset programs, and community-driven initiatives that protect local ecosystems while empowering populations. Pruangkarn further noted that India has made considerable progress in integrating sustainability into its tourism strategy, with several states focusing on eco-tourism, green hotels, renewable energy, and sustainable transportation.
A key initiative, the “Incredible India 2.0” campaign, promotes lesser-known destinations with an emphasis on responsible tourism. This approach seeks to alleviate overcrowding at major tourist hotspots while fostering environmental protection and community involvement.
Pavnesh Kumar, PATA’s Director of Sustainability and Research, highlighted India’s ongoing efforts in the field. His role involves engaging with government bodies, tourism boards, and private-sector stakeholders to foster sustainable tourism practices across the Asia-Pacific region. Kumar explained that sustainability is vital not only for preserving natural and cultural assets but also for ensuring long-term economic stability and community welfare. Eco-conscious travelers now demand that destinations and businesses reduce their carbon footprints, prompting the industry to adapt accordingly.
PATA supports sustainability in tourism by offering resources for responsible travel, carbon footprint reduction, and destination resilience. While not mandatory, these guidelines help tourism businesses adopt sustainable models that align with global standards.
India has made notable strides, particularly in eco-tourism initiatives in Kerala and Rajasthan, which were recognized at the PATA Gold Awards. Kerala’s “Responsible Tourism” mission ensures tourism benefits local communities while safeguarding the environment. Wildlife conservation efforts in national parks like Jim Corbett and Kaziranga have further bolstered India’s reputation for sustainable tourism.
The country has also integrated the United Nations’ Sustainable Development Goals (SDGs) into its tourism policies, promoting responsible tourism that balances environmental preservation with community development. The Ministry of Tourism’s Sustainable Tourism Criteria for India (STCI) encourages practices such as resource efficiency, waste management, and community engagement.
Despite these achievements, challenges remain. High tourist volumes have led to pollution and infrastructure strain in popular destinations. To address these issues, the Indian government is focusing on waste management, reducing plastic use, and investing in alternative energy sources for tourism infrastructure.
As the tourism industry continues to evolve, India’s commitment to sustainability sets an example for the region, demonstrating that responsible tourism can drive both environmental and economic growth.
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