The recent COP29 summit in Azerbaijan marked a turning point for the travel and tourism industry. Over 50 governments signed a historic declaration pledging to make tourism more climate-friendly. This isn't just a feel-good gesture; it's a critical step towards ensuring the future of travel itself.
As a digital marketing agency specialising in travel and tourism, we understand the power this industry holds. Tourism contributes a significant portion of global GDP (3%) and is a vital source of income for many countries. However, this comes at a cost. The industry is also responsible for a hefty 8.8% of global greenhouse gas emissions.
But, the tide is turning. Here's what this declaration means for sustainable tourism and how your travel brand can become a leader in this movement:
Recognising the impact
The declaration signifies a global recognition of tourism's environmental footprint. Previously, climate change conversations often overlooked the industry's impact. Now, governments are actively looking for ways to integrate sustainable practices into their tourism development plans. This shift opens doors for collaboration and innovation in creating a greener travel sector.
The power of data
One key initiative accompanying the declaration is a new framework for measuring and reporting data within the tourism industry. This framework, developed by the World Sustainable Hospitality Alliance, will focus on tracking greenhouse gas emissions, water consumption, waste generation, and energy use across hotels.
This data is crucial. It allows travel businesses to understand their environmental impact and identify areas for improvement. Furthermore, it empowers travellers to make informed choices about where to stay and how they can minimise their own footprint while travelling.
What does this mean for your brand?
For travel brands, these developments are a wake-up call to not only adopt sustainable practices but also to actively promote them. Consumers are increasingly demanding eco-friendly travel options, and brands that meet this demand can strengthen their reputation while supporting global climate goals.
Sustainability in tourism isn’t just an ethical imperative; it’s also essential for business resilience. Many destinations heavily reliant on tourism are particularly vulnerable to climate events like hurricanes, rising sea levels, and extreme heatwaves. Without proactive measures, these locations risk losing their appeal or becoming inaccessible altogether.
How your travel brand can adapt
How can your travel brand embrace sustainable tourism and attract the growing eco-conscious traveller? Here are some practical steps:
Be transparent
Be upfront about your sustainability efforts. Highlight eco-friendly practices implemented by you and your partners (hotels, airlines, etc.).
Promote sustainable destinations
Showcase destinations that prioritise sustainability and local communities. Consider partnering with eco-lodges, sustainable tour operators, and conservation projects.
Educate and inspire travellers
Using your website, blog and social media, offer content that educates travellers on how to minimise their environmental impact while travelling. This could include tips on packing light, responsible waste management, and choosing eco-friendly transportation options.
Invest in green technology
Explore options to reduce your own carbon footprint. Consider offsetting your company's emissions and using sustainable office practices.
Highlight your data
The World Sustainable Hospitality Alliance’s framework for tracking emissions and resource usage is a powerful tool. You can use this to share measurable results, like how a hotel reduced its water consumption by 30%, builds trust and reinforces credibility.
Optimise your website for green search terms
Search terms like “eco-friendly hotels” and “sustainable travel packages” are on the rise. Ensuring a brand’s website and content are optimised for these keywords can capture growing demand.
Create an eco-friendly online community
Brands can create online communities focused on sustainability, offering tips for eco-friendly travel and exclusive rewards for choosing green options. This deepens customer loyalty while promoting sustainable behaviour.
Avoid greenwashing
Don't mislead consumers into believing your practices are more sustainable than they truly are. Transparency and authenticity are key. Back up sustainability claims with concrete data and certifications. If your hotel uses renewable energy, share the percentage of energy sourced and the specific type (e.g., solar or wind).
Acknowledge areas for improvement and outline your plans to address them. This honesty resonates with eco-conscious travellers. Replace generic terms like "eco-friendly" with specific details about your practices, such as water-saving initiatives or waste-reduction strategies.
Work with local communities
Sustainable tourism isn’t just about the environment; it’s about supporting local economies and preserving cultural heritage. Partnering with local communities benefits everyone and makes your brand stand out. This works whether you are a hotel, tour operator, restaurant, travel agent or destination.
For example, if you are a destination, you can partner with the community in the area where you are located. If you are a travel agent, you can highlight tours, cuisine, and crafts that celebrate the unique culture of your destinations. These partnerships not only provide authentic experiences but also empower local businesses.
Final thoughts
The COP29 declaration on climate action in tourism is a call to arms for the industry. From governments to global hotel chains, stakeholders are recognising the need to act now to ensure the future of travel.
For travel brands, this means you can adapt to inspire change. By championing sustainable tourism and showcasing the efforts of your travel brands, you can contribute to a more eco-friendly and resilient industry.
If you’d like to find out more about using your digital marketing strategy to highlight your sustainability practices, contact Boost today.
