The World Travel Market (WTM) in London took centre stage as leaders from across the tourism and technology industries convened to address the future of net-positive tourism, emphasizing the critical need for government support and industry-wide standardization. In a landmark session titled “The Collaborative Journey to Net Positive Tourism,” experts discussed how actionable changes, technological innovation, and aligned goals could transform tourism’s impact on the planet, making it a force for good.
André Russ, Vice President of Business Development and Sales at EarthCheck, urged the industry to adopt a fresh perspective on the fundamental purpose of travel. “It’s time to redefine what travel truly means,” Russ asserted. “We must take decisive action to ensure tourism contributes positively to communities, the environment, and global cultures.”
Global Sustainability Director Jessica Matthias from Sabre underscored this viewpoint, adding that visitor numbers alone cannot measure tourism success. “It’s crucial to move away from counting heads to evaluating impacts,” Matthias stated. “Setting consistent goals across destinations can empower us to focus on managing visitor impact. Technology holds immense potential to steer us toward sustainable practices.”
Technology as a Driver of Sustainable Tourism
As discussions unfolded, Matthias introduced Sabre’s innovative Travel Impact Model, which displays comparative emissions data to assist travellers in making environmentally responsible flight choices. Sabre envisions this model becoming an industry standard, helping travellers to consider carbon footprints in travel decisions. “The power of technology to reshape tourism is real and urgent,” Matthias noted. “But for this to reach its full potential, the industry needs standardized guidelines and collective buy-in.”
Peter Krueger, Chief Strategy Officer and CEO of Holiday Experiences at TUI Group, shared TUI’s success with integrating renewable energy, mainly through solar panel installations in their Turkish hotels. “Our solar initiatives have cut emissions significantly and reduced energy costs from 12–15 cents per hour to just seven cents,” Krueger highlighted. He pointed to government partnerships as essential, explaining that TUI collaborated closely with local authorities to obtain permission to connect the solar panels to the national grid. However, he noted, “Government resistance remains a significant barrier in some destinations.”
The Role of Government and Industry Collaboration
Sabre’s involvement with the Travalyst coalition, a partnership of prominent travel companies, underscores the priority of working with destination governments to implement sustainable tourism solutions. “Our focus is on cooperation with destination governments to promote widespread sustainable practices,” Matthias emphasized. “Only through collaboration can we turn sustainability goals into global industry norms.”
Representatives from Japan and Ras Al Khaimah (RAK) Tourism Development Authority further illustrated how governments can successfully integrate sustainable tourism. Japan’s National Tourism Organisation shared initiatives allowing tourists to see real-time visitor numbers at popular sites, minimizing overcrowding while promoting “voluntourism,” where visitors can volunteer on local farms. RAK has adopted a unique strategy for high-traffic periods, directing tourists to neighboring regions to prevent over-tourism within the emirate. RAK’s collaboration with EarthCheck has also resulted in a notable reduction in food waste within its hotels.
Charting the Course to Net Positive Tourism
As these discussions demonstrate, net-positive tourism requires more than just rhetoric; it necessitates strong alliances between industry leaders and government bodies to establish meaningful, measurable changes. The call for consistent standards resonated throughout the session, underscoring the importance of shared values, policies, and incentives to drive tourism toward a net-positive future.
The World Travel Market 2024 highlighted that a unified approach, with decisive government backing and technology-led innovations, can unlock tourism’s potential for environmental and social good. With Sabre, TUI, and other key players leading the way, the travel industry is poised to take the following steps toward a sustainable future that aligns with travellers’ evolving expectations and our planet’s pressing needs.
Written by: Michelle Warner
