Support Sustainable Travel

Modern Agent’s Travel Pulse, January 4, 2008 – Viewpoint

By Robin Tauck

From Washington to London, ballrooms are buzzing at major travel trade expos and conferences about just what constitutes sustainable or responsible tourism. There is no denying the fact that such tourism is important. Arguably it is "the" most important ethical responsibility of the entire travel industry, and for the sake of our world it is here to stay.

At a recent trade show, I served on a panel where "sustainability" and "redefining luxury" topped the list of breakout topics. At long last, luxury travel is being redefined by the market. That is for the better, but it comes at a price -- one that we must all bear if we are to responsibly and ethically respond with integrity to a world that demands increased protection of our environment, cultural heritage and overall economic sustainability for the future. Sustainable tourism is a big topic that should keep ballrooms buzzing for years to come.

So what is sustainable tourism? Joining me on the panel to answer this very question were Dennis Pinto of Micato Safaris and Jerre Fuqua of First Choice Expeditions. We offered insight from our respective companies as well as from other companies that care about sustainable tourism. We also provided several descriptions of what constitutes sustainable tourism from nationally recognized associations around the world.

First, here's the World Tourism Organization's definition: Sustainable tourism is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems. A simpler definition is the following: Sustainable tourism (or responsible tourism) refers to a level of tourism activity that can be maintained over the long term because it results in a net benefit for the socio-cultural, economic and natural environments of the area in which it takes place.

But my favorite definition of sustainable tourism is: Tourism that sustains or enhances the geographical character of a place – the environment, heritage, aesthetics, culture and well-being of its residents. Sustainability is about "building a relationship" with the places you visit – with the local culture, the natural environment and working together with the people who live there to enhance and protect these special values for the future. Companies and travelers who care can actually improve social conditions, ecological impacts and the unique character of a place.

While descriptions abound and all relate to this theme, I must echo the words of my colleague Dennis Pinto: "Beware the study of the exact descriptions; rather, focus on the obvious intent. Be a part of the solution. Begin here at home in America with your personal behaviors and in your own communities." That's wise advice indeed.

Now consider the explosive growth of international tourism and imagine the future. International tourism doubled from 1990 to 2005. There are roughly 875 million travelers today, one billion are expected by 2010 and 1.5 billion by 2015 (with the addition of the Chinese). Multiply this by four and include domestic travel, and there will be more than seven billion tourists roaming our finite planet in just a few short years.

The statistics are not frightening if we all work together to protect what is special in the world and do our part for the long-term good, accepting potential shortfalls to profitability or coveted market share along with an understanding that sustainability typically equates to enhanced profitability. It is happening for travel companies from the Pacific to Africa to Europe, and importantly, right here in America. Social and environmental corporate responsibility begins at home.

So, join in the movement! The first step is to become aware and informed. The travel media and The Travel Institute are adding informative and certifiable programs, as well as articles and publications dedicated to this all-important topic. Understand carbon offsetting, which is the result of any action specifically undertaken to reduce carbon emissions or increase carbon sequestration. Each carbon offset equals one metric ton of carbon delivered over a specific period of time

I figured out that my own travels as president of Tauck World Discovery worked out to be 120 days globetrotting in 2007, plus my personal usage at home and in the office. Indeed, I generated a whopping 72 metric tons of greenhouse gas emissions in 2007 alone. I have paid to offset my usage and that money is funding excellent global activities, many rated as gold standards for environmental sustainability. For 2008, my personal New Year's resolution is to reduce my emissions and consumption levels everywhere and anywhere I can, as well as influence participation in carbon offset programs by others.

I encourage you to participate in a sustainable tourism program -- with your colleagues, in your community, with your consortium, or in company programs introduced by your travel partners or suppliers. A growing number of non-profit association entities, such as Tourism Cares, Sustainable Travel International, and the USTA Foundation, also offer programs. You also can help to expand voluntourism programs (98 percent of our 10,000 Tauck guest volunteers loved the experience as much as the tour) and support eco-tourism, responsible tourism and sustainable tourism wherever you can.

Most of all, remember to focus not on the words but on the intent, obvious meaning and your opportunity to contribute. Let's all learn more and work together with the 85 percent of American travelers who care deeply about the environment and support companies that respond. Happy New Year to all!

Robin Tauck is president of Tauck World Discovery. For more information, visit www.tauckworldofgiving.com or www.tourismcares.org