Sustainable tourism is increasingly becoming a global trend. According to a recent report by Coherent Marketing Insights, in fact, the global sustainable tourism market will reach, during 2024, a value of 2.61 billion dollars and it is estimated that, by 2031, it will reach the 8.73 billion dollars in value with an annual growth rate of 18.8% and a percentage growth, during the forecast period, of +234%.
The adoption of ESG (environmental, social and governance) principles in the tourism sector is not just a trend, but a fundamental step to ensure that the charm of tourist destinations remains intact and does not work to the detriment of the planet and the communities that inhabit it.
Because sustainable tourism is growing
Demand from the sustainable tourism market is primarily driven by a mix of growing environmental awareness, tourists’ desire for sustainable travel experiences and supportive government policies. Travelers, in fact, have become more aware of their environmental impact and are actively seeking alternatives and ecological travel destinations that promote the conservation and strengthening of communities: almost two out of three (64%) tourists are willing to pay extra to choose a sustainable travel option. This change in tourist behavior manifests itself as more and more people decide to choose authentic experiences that connect them to nature and local traditions.
Furthermore, public efforts and policies aimed at encouraging eco-tourism practices and preserving natural and cultural heritage also contribute to strengthening the growth of sustainable tourism. Finally, the economic benefits linked to the sector, such as the creation of opportunities and jobs and local community development projects, also attract tourists who wish to give back positively, contributing to the well-being of the places and communities they visit.
This is what emerges from a series of research conducted in the main international newspapers in the sector by Espresso Communication on behalf of ARB SB, a leading company in the implementation of sustainable development projects and strategies capable of fully respecting the ESG criteria and the 17 United Nations principles contained in the 2030 Agenda, on the occasion of World Tourism Day, the world tourism day which is celebrated on 27 September.
What to do to protect destinations
At the heart of ESG practices in tourism today is primarily the commitment to the environmental aspects of sustainability. Tourist destinations often boast breathtaking landscapes and diverse ecosystems, attracting millions of visitors every year. However, the influx of tourists can pose a threat to these fragile environments. ESG principles encourage practices that reduce tourism’s ecological footprint while preserving the very attractions that attract visitors. Tourism is not just about places, but also about people. ESG in the tourism sector, in fact, emphasizes social responsibility, urging companies to consider the impact of their activities on local communities and also as a tool for enhancing the uniqueness of the place from a cultural and food and wine point of view.
Governance also plays a vital role in ensuring that tourism operates in an ethical and transparent manner: adopting ESG principles in the tourism sector requires strong governance structures based on transparency and sharing, transparent business practices and ethical decision-making processes that build trust among stakeholders, including local communities, tourists and investors. “The tourism industry faces numerous challenges globally, from the impacts of climate change to health crises, and ESG principles provide a framework for the sector’s resilience and adaptation,” said Ada Rosa Balzan, founder, president and CEO of ARB SB “this includes climate change-sensitive planning, crisis response strategies and an overall commitment to the well-being of the environment and local communities. The integration of ESG principles into the tourism industry is not just a corporate responsibility, but an investment in the sustainable future of the Planet and the protection of its different cultures. By adopting environmentally conscious, socially responsible and ethically governed practices, the tourism sector can continue to offer the enchantment of discovery, without compromising the very essence of the destinations it serves.”
A challenge that also sees Federturismo at the forefront. “Sustainable tourism represents one of the most important challenges today and at the same time a great opportunity for our sector” explained Antonio Barreca, general director of Federturismo Confindustria “promoting tourism models that respect the environment, local communities and natural resources it is not only an ethical choice, but a necessity to guarantee the competitiveness and resilience of the sector in the long term. As Federturismo, we are committed to promoting practices that minimize environmental and social impact, and the most recent data show a growing interest from tourists in destinations and services attentive to sustainability. It is essential to continue on this path, combining public policies and private investments in favor of tourism that enhances the natural and cultural heritage without compromising it for future generations”.
The 10 cornerstones of sustainable tourism
Here, finally, is the list of ten ESG principles underlying sustainable tourism, drawn up by Balzan:
1. Environment: reduce the environmental impact of activities related to tourism, water consumption, Co2 emissions, reduce energy consumption, manage waste with separate collection of increasingly greater quantity and quality
2. Transport: promoting mobility with low environmental impact; encourage the use of bicycles and public transport during the holiday, suggest and develop walking itineraries
3. Biodiversity: adopt specific initiatives to protect the biodiversity of places that also involve tourists; protect and restore natural habitats to ensure continuity of presence over time
4. Land consumption: reduce land consumption for tourism activities by renovating existing buildings with the use of local materials with low environmental impact
5. Accessibility: promoting tourism for all, accessible and inclusive, with clear indications on the routes, ways of using the territory and also within the accommodation facilities and museums
6. Local traditions: enhance local traditions with the involvement of residents, to keep the history and uniqueness of the places alive
7. Food and wine heritage: offering typical local products not only during festivals and events but also ensuring their presence in the structures and catering outlets of the area
8. Planning: allow a careful evaluation of the load of anthropic presence, adequate to guarantee a pleasant holiday for tourists and the continuity, without inconvenience, of daily life for residents
9. Economy: promote the development of the local economy with the involvement of the inhabitants of the local community and the activities present in the area; offer job opportunities for young people to avoid the social desertification of the most peripheral tourist places
10. Education and knowledge: spread, during the holiday, the culture of sustainability and awareness regarding the importance of everyone doing their part, encouraging the adoption of sustainable behaviors even in everyday life.