One of the most interesting aspects of researching sustainable tourism is learning how different groups apply the principles of sustainable tourism in their businesses. In Korea, there is a growing Fair Tourism movement of tour operators committed to ensuring their businesses contribute positively to the destinations that host their clients. Winter Chung explored this phenomenon in her Master’s thesis. Her work is published in the journal -Tourism and Hospitality. Here's the abstract – and a link to the article.    Link here Abstract: Fair Tourism (FT) is an emerging form of...

08 March, 2025 /

Sustainability has been an important topic in tourism for decades. It is exciting to see the ways groups from around the globe are tackling the wicked problem of ensuring tourism is a force for good. In a chapter I contributed to the Routledge Handbook of Trends and Issues in Tourism Sustainability, Planning and Development, Management, and Technology (catchy title, isn’t it??), I tackled the question – What are the trends in Tourism Sustainability? Here’s what I see as some of the important trends (Chapter spoilers ahead). Climate Change and Tourism:...

17 September, 2023 /

Ensuring that tourism is truly sustainable - improving the lives of travellers and people in the destination communities – is a team effort. All the tourism system members must contribute in their own way to achieve the best possible outcomes. Travellers must be part of the solution. As Jane Goodall says, “ You cannot get through a single day without having an impact on the world around you. What you do makes a difference, and you have to decide what kind of difference you want to make”. Each traveller...

25 June, 2023 /

If you start with two terms that aren’t well understood its not surprising that combining them into a single term can lead to confusion. “Sustainability” is term that is frequently used but seldom understood. “Tourism” is a complex activity and - while many have traveled – few have thought about the many moving parts of the tourism system that contribute to make a successful trip. Which brings us to sustainable tourism. It doesn’t help that we often use the term “sustainable tourism” in two very distinct ways: Sustainable tourism: This...

07 January, 2023 /

Over the years there have been many discussions about what constitutes sustainable tourism. There is no doubt that these are important conversations, and yet, I am amazed at how little time we spend on addressing how to implement sustainable tourism in businesses and destination communities. Introducing sustainability in tourism requires a wide range of skills. The following list is far from comprehensive but gives a flavor of knowledge and abilities required by sustainable tourism practitioners. Change management skillsInternal and external communication skillsStrategic planning Ability to execute tactical actionscommitment...

05 October, 2022 /

In recent weeks I've been inspired by James Clear's Atomic Habits. One quote that stands out to me is "You do not rise to the level of your goals. You fail to the level of your systems". Sustainable tourism is complex and complicated. Certifications create systems that help businesses and destinations work through the complexity and achieve their goals. ...

20 September, 2022 /

Simon Sinek, who wrote the book on infinite games, contrasts finite and infinite games as follows: Finite Games are defined by known players, fixed rules, and an agreed-upon objective. Infinite Games have known and unknown players, the rules can change, and the objective is not to “win” but to keep playing the game. Infinite games include business, careers, marriages, geopolitics… you get the idea. Unfortunately – too often we play infinite games as though they are finite games. Tourism is an infinite game. What could be a better way to achieve...

19 May, 2022 /

Who is tourism for? For the longest time, the answer for this question has been it is for the traveler. Tourism has oriented itself to the satisfaction of travelers’ desires with the general idea that the customer is right, and their needs must always take precedence. After all – they are paying for the travel – right? But one of the clear trends from the pandemic reset is that many destinations are rethinking their response to this question. The emerging answer is that tourism is for the benefit of...

11 September, 2021 /

With freedom comes responsibility. As travelers, we have never had more freedom to explore the world – but with that freedom comes a responsibility to be good guests and care for the places we visit. Sustainability in the tourism system requires everyone to do their part… including travelers. There is no doubt that tourism that is completely traveler-centric at the expense of host communities and the environment - needs a “rethink”. But it doesn’t help to shame tourists. Research shows us that people want to travel more sustainably. But like...

10 August, 2021 /
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