Andi Cross is an expansion strategist, divemaster, founder of impact consultancy WILDPALM, and leader of the Edges of Earth expedition.
Today’s travelers are increasingly prioritizing sustainable exploration. They are looking for operators that prioritize the planet, especially in spaces with giant concentrations and aggregations of wildlife. According to Booking. com’s Sustainable Travel Report 2023, 76% of respondents need to do so more sustainably.
Travelers’ spending choices profoundly impact communities and the ecosystems they depend on. But it goes beyond just choosing the right accommodation or tour operator. One must consider so much more—such as which currencies they use, which products they buy and which mode of transportation they take.
My organization’s two-year global expedition explores those themes of conscious exploration, and in five months, we’ve met operators deeply committed to sustainability. However, some are content to extol those values without any genuine commitment. The challenge is to differentiate between true green projects and those that claim sustainability without, in fact, incorporating it into the foundations of their business.
For many users who embark on conscious exploration, the goal is not only traditional “sightseeing,” but also to gain greater wisdom and appreciation for the places they are headed. Rather than focusing solely on tourism, they associate their s with meaningful contributions. to the places they visit.
A typical example is our experience with a dive operator in Malaysia. In addition to enjoying the unprecedented dive sites, each diver participates in all turtle cleanup and recovery programs. Each dive is directly related to volunteer hours committed to conservation. Efforts.
Many global systems offer volunteers cheap or free accommodation and food in exchange for paintings, conservation practices or animal welfare support. These projects allow Americans to sit still, from a few weeks to several years, allowing them to devote their time to reasons they are passionate about. I got to know many land and sea systems like this one from our expedition, which built its entire style around volunteering.
There’s also a unique business style I’ve observed: organizations that started out just as study organizations, but have since evolved into tourism projects as well. These efforts not only magnify their resources, but also magnify their project to exercise them in maximum productive practices of sustainability in the most original way possible.
We discovered an example of this recently in Karuizawa, Japan. An organization called Picchio Wildlife Research Center began focusing on wild bear studies in Karuizawa in the late 1990s. Soon after, they also began offering eco-tours alongside their conservation efforts.
Over the years, the local bear population has come into increasing contact with humans. Meanwhile, the domain had a popular vacation spot. Understanding this conversion dynamic, Picchio set out to foster concord between the growing foot traffic and the decline in bear numbers. Visitors to Karuizawa were an opportunity to showcase their conservation story and motivate monetary support.
Other organizations can aim to establish a similar strategy, intertwining tourism with conservation in an authentic way and directly focusing on the challenges the specific area faces. By targeting interest from visitors and drawing parallels with the tourism industry, organizations can expand their influence and ensure that conservation efforts remain at the forefront of their operation.
For businesses striving to genuinely embed sustainability into their model, recognizing the pitfalls of greenwashing is paramount. Today’s travelers are increasingly discerning, keenly aware of what truly constitutes sustainable practices. To authentically and effectively integrate sustainable practices, business leaders should consider the following:
• Behavioral research. Before implementing a sustainable strategy, the main environmental issues of the operational region are analyzed. Starting a business with the aim of dealing with these demanding situations guarantees a real commitment from the start.
• Aim effectively. Marketing to a receptive audience is equally crucial. If there isn’t a market that addresses those concerns, the challenge is to create one. This is a more difficult task than tapping into a population that is already engaged in sustainable development.
• Be transparent. Be open about how the company contributes and what the sustainability game looks like. This will go a long way. For example, corporations deserve to be open to sharing what they do well, the spaces they want to improve, and their effect on metrics.
• Always teach. Use platforms to advertise sustainable practices and teach the public. When they perceive the “why” of sustainable efforts, they are more likely to understand it.
• Prioritize collaboration. Collaborate with experts to assist in efforts. These collaborations will offer new insights and resources that have the potential to drive the Sustainable Development Goals forward.
• Adapt periodically. Review current practices so that they remain applicable and make adjustments as new data emerges.
By incorporating those principles, corporations can not only promote sustainability, but also identify themselves as leaders in a world that is prioritizing green practices.
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