Responsible Tourism Is Key To Driving Travel Industry Recovery In A Post-Lockdown World

The travel industry has been impacted by environmental disasters including the droughts in Cape Town and the bushfires in Australia, which have awakened our business and personal consciousness. The industry has arguably been late to sustainability and we are now at our own ground zero. This is a unique moment in time to take a pause, right the wrongs, and move away from viewing responsible travel as a 'nice to do'. There should be no such thing as 'sustainable tourism', simply 'tourism' where acting ethically and responsibly sits in the DNA of every travel brand.

 Destinations need to move away from acting as marketing organisations and focus on being responsible management companies with an environmental and social emphasis which in turn will help reap long-term economic benefits

Health and safety will also be embedded into travellers' decisions. This means that destinations will need to work closely with the health ministries, banks, investors, insurance companies and the private sector to achieve this moving forward in a well-coordinated, informed and transparent way. Carbon offsetting also needs to be looked at more closely by all travel brands to ensure their schemes are ethically driven.

It's important, now more than ever, that brands and destinations prioritise responsible travel as the cornerstone of all recovery plans. Amid Covid-19, we can't lose sight of the Paris Agreement, out of this tragedy will come innovation and greater responsibility that the travel industry must act on.