Sustainable Travel International | Travel Without a Trace»

Boulder, Colorado - Sustainable Travel International (STI), a U.S.-based not-for-profit whose mission is to promote responsible business practices in the tourism industry, cites numerous benefits to companies that pursue the triple bottom line of economic profitability, respect for the environment and social responsibility.

As travelers become increasingly aware of the impacts of their travel choices, companies that respond to consumer demand for more responsible travel services are moving ahead of the curve. There is ample evidence to support the fact that sustainable tourism could be one of the fastest growing segments of the travel industry. By definition, sustainable tourism is "tourism which leads 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." (World Tourism Organization 1996)

According to a 2002 study cited by The Travel Industry Association of America (TIA) and National Geographic Traveler, nearly 36% of adult American travelers or 55.1 million people can be classified as sustainable tourists or geotourists. These travelers have ceaseless expectations for unique and culturally authentic travel experiences that protect and preserve the ecological and cultural environment. In addition, the study found that close to 100 million traveling Americans could be moving in this direction. (The Geotourism Study - Phase I Executive Summary, Travel Industry Association of America, National Geographic Traveler, March 2002)

More recently, in 2003, TIA and National Geographic Traveler released results from a new study that found that most travelers are aware of travel companies that practice sustainable tourism. The study also found that although most travelers are concerned with price and value, 58.5 million Americans would pay more to use a travel company that strives to protect and preserve the environment. Most important, the majority (61%) of those who would pay more to use such companies would in fact pay five to ten percent more. (Geotourism: New Trend in Travel study, Travel Industry Association of America, National Geographic Traveler, October 2003)

Case studies also suggest that companies who protect and preserve the environment can improve their profitability. For example, the Marriott Worsley Park in the U.K. has made savings of $90,000 a year on energy, water and waste after introducing an environmental management system to meet sustainable tourism certification standards (Green Globe 21). Closer to home, the Sandals Hotel Group, encompassing 18 Resorts and Hotels in the Caribbean, has achieved savings of $1.375 million since introducing an environmental management system to meet sustainable tourism certification standards four years ago. There has also been a significant reduction in solid waste and freshwater consumption during this period. (Green Globe 21, 2003)

"This is dramatic," explains STI's Vice President Peter D. Krahenbuhl. "The fact that over one third of American travelers would pay more to travel with companies that practice sustainable tourism is significant. And this trend will become the norm over time, as the cumulative impacts of travel increase globally. But potentially more important is the fact that sustainability is good for business; companies who minimize their environmental impacts can derive significant savings which can lead to increased profitability."

Companies who pursue sustainability can increase their market appeal and enhance profitability. The question is how will discerning travelers identify these companies? In addition to promoting responsible travel companies and sustainable tourism, STI is also providing a rating system for the U.S. travel and tourism industry. This voluntary sustainable tourism eco-certification program (STEP) is designed to measure travel-related companies' positive and negative environmental, economic, and socio-cultural impacts.

STI President, Brian T. Mullis explains: "Assigning ratings to companies' based on the extent to which that have integrated sustainable business practices into their operations will provide eco-certified companies with a competitive advantage, allowing potential consumers to easily identify authentic sustainable tourism providers." Mullis continues, "STI's eco-certification program will also help to prevent greenwashing or the falsification of objective requirements for environmental conservation, ecological sustainability, and / or socio-cultural responsibility so as to present an environmentally responsible public image."

Companies who pursue sustainability and eco-certification can derive multiple benefits. However, STI is also looking to ensure that local people and host countries derive economic benefits from eco-certified companies. The benefits of tourism should always outweigh the costs, and STI's eco-certification program helps to ensure ongoing contributions to local people and their communities are maximized. Taking this approach helps to prevent such negative impacts as resource use conflicts, cultural deterioration, and conflicts with traditional land-uses.

The movement toward sustainable tourism development and certification is being embraced by progressive businesses, conservation groups and responsible travelers worldwide, and with all of the benefits, it's easy to understand the reason why. Sustainable tourism protects the environment, conserves resources, boosts socio-economic development, and encourages respect for local people. It's not only good for business and healthy for the planet; it's likely to be the future for the travel and tourism industry.

For more information, visit Sustainable Travel International's on-line PR Kit, call 800-276-7764 or email the organization. Charitable contributions are welcome.

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Boulder, Colorado - The not-for-profit Sustainable Travel International (STI) is developing a voluntary sustainable tourism eco-certification program for the U.S. travel and tourism industry that is designed to measure companies' cultural, environmental and economic impacts. Prior to the inception of this program, no such initiative existed in the U.S. However, eco-certification programs of this nature are gaining momentum.

According to the World Tourism Organization (WTO), in the decade between the 1992 Earth Summit and the International Year of Ecotourism in 2002, more than 60 voluntary "green" certification programs were developed for the tourism industry, 78% of which are located in Europe. Despite the rapid increase in such programs, there exists some concern over eco-certification efforts in the travel and tourism industry. Many tour operators are opposed to such programs citing that they only add a level of bureaucracy.

STI's Vice President Peter D. Krahenbuhl feels differently, "all good intentions aside, the simple fact remains that businesses will not self-regulate their environmental and social impacts because the inherent goal of capitalism is to maximize profit and minimize expenses." Krahenbuhl continues, "For better or worse, protection of the environment and local cultures, along with employee salaries and benefits, oftentimes, are expenses to be minimized and costs that can be externalized, unless public pressure forces companies to internalize them."

Consumers have the right to know if tourism related businesses like hotels and tour operators are focused solely on economic profitability and have little respect or regard for the environment and social responsibility. But some industry representatives are concerned about the costly measures required to introduce environmentally sound processes and technologies to meet sustainable tourism eco-certification standards. "And rightly so," continues Krahenbuhl, "however, STI is addressing industry concerns by helping companies move toward sustainability in a way that is financially viable by providing educational materials on sustainability and limiting fees for eco-certification."

In addition, some NGOs and travel companies are concerned that eco-certification unfairly discriminates against poor, rural communities and small businesses that can't afford to be involved. "This is definitely not the case in the U.S.," adds Brian T. Mullis, STI's President. "In fact, many smaller companies will be able to implement sustainable policies and practices much easier and at lower costs that some larger organizations. In addition, to help eliminate barriers to entry, STI's eco-certification fees are based on companies' gross revenues."

Many managers and owners of travel companies also feel that sustainable tourism is a small, niche market. Recent studies by the Travel Industry Association of America (TIA) and National Geographic Traveler prove otherwise. Evidence suggests that more than one-third of traveling Americans want to protect and preserve the ecological and cultural environment while traveling. These studies have also found that these travelers will pay more to use companies that strive to protect and preserve the environment.

As eco-certification programs become more recognizable as a reputable and legitimate source for consumers, overtime eco-certification status will actually increase the market presence of eco-certified companies. This includes rural communities and small-scale tourism projects in developing countries that may otherwise not be promoted in the global travel marketplace.

Ironically, companies and organizations that express concerns about eco-certification tend to be the ones that operate with more ethical business practices. More often than not, this places them at a disadvantage.

STI, as well as numerous other leading conservation-based organizations, believe that it is time to incorporate responsible business practices industry-wide, to level the playing field, and to take the quantum leap toward sustainability.

STI understands that sustainable tourism is not a movement about eco-certification; it is a movement to assist travelers and tourism providers with minimizing their ecological, social, and cultural impacts while providing economic benefits to local communities, host countries and tourism providers who are committed to environmentally sustainable business practices. Mullis concludes, "eco-certification is simply a by product of the sustainable tourism movement."

For more information, visit Sustainable Travel International's on-line PR Kit, call 800-276-7764 or email the organization. Charitable contributions are welcome.