World Travel Market London Explores Net Positive Tourism

At World Travel Market London, industry leaders discussed the potential for "net positive tourism," emphasizing the need for standardization and government support in sustainability efforts.

André Russ, vice president of EarthCheck, stressed the importance of refining the definition of travel and taking decisive action on sustainability. He highlighted the necessity of focusing on the long-term impacts of tourism, not just visitor numbers, which have traditionally been used as a success metric.

Jessica Matthias, global sustainability director at Sabre, echoed this sentiment, calling for a shift from measuring visitor numbers to managing visitor impact. She also underscored the potential of technology in advancing sustainable travel. Sabre's Travel Impact Model, which compares flight emissions, is one example of technology that could become an industry standard, helping travelers make more informed decisions.

Peter Krueger, CEO of TUI Group’s Holiday Experiences division, shared the success of installing solar panels in Turkish hotels. This initiative not only reduced emissions but also cut energy costs, demonstrating the financial and environmental benefits of sustainable practices. However, Krueger noted that government support was crucial for scaling such efforts, pointing to the need for greater collaboration with destination governments.

Sabre, as part of the Travalyst coalition, is working with other travel companies to bring consistent sustainability initiatives to the forefront. Matthias emphasized that working with destination governments was a priority to ensure the widespread adoption of sustainability practices across the industry.

The session also highlighted successful destination initiatives, such as those by the Japan National Tourism Organisation (JNTO), which has utilized technology to reduce overcrowding at tourist sites and promote voluntourism. Additionally, Ras Al Khaimah Tourism Development Authority has partnered with neighboring destinations to address overtourism by encouraging visitors to explore less crowded areas.

Sustainability efforts are also being seen in food waste reduction, as demonstrated by EarthCheck's partnership with Ras Al Khaimah, which helped local hotels cut food waste by double digits. These initiatives, supported by technology and cross-border collaboration, are paving the way for more sustainable tourism practices globally.