Responsible Tourism Travel Trend

March 2020, MarkPlus Tourism

Rising Awareness Of Sustainability

Sustainability in general is an emerging trend in global consumer behavior. Nielsen reported the significant ascend of consumer awareness toward sustainable product. In global average, from 2011 to 2014, there was 10% raise of consumers willing to pay more for products that responsible to sustainability.

Current Trend In Tourism

Several experts in the travel industry has concluded that travelers now concern on external factor beside internal such as environment, local people, and destinations. It is reflected on different kind of travel behaviors and preferences.

These preferences trigger travelers to be more aware towards environment. Given that the awareness, travelers are more interested in paying contributions for sustainability. This is where travelers become more responsible of what they consume and spend on.

Consumer Awareness Toward Responsible Tourism

Along with the robust tourism demand, there is an increasing awareness toward sustainability issue. The awareness has been transformed to a global trend where travelers prefer responsible travel with environmental consideration such as social, nature, and wellness. According to 2019 report, 70% of global travelers affirm that they would be more likely to book an accommodation knowing it was eco-friendly and 62% of those surveyed would feel better about staying in an accommodation that had an eco-label.

Rising Demand For Global Sustainable Tourism Market

Organic sustainable tourism is gaining popularity around the world. Food and accommodation that give less impact to the environment becoming main option among tourists. Travelers nowadays prefer to take public transportation to travel, eat local food, and organic ingredients and stay in an eco-labeled hotel or guesthouse, and exploring authentic experience and culture.

Understanding Responsible Travel

According to Center for Responsible Travel (CREST), Responsible Tourism is tourism that maximizes the benefits to local communities, minimized negative social or environmental impacts, and helps local people conserve fragile cultures and habitats.

Meanwhile based on Cape Town Declaration 2002, Responsible Tourism is about making better places for people to live in and better places for people to visit.

Capturing Responsible Traveler; Shaping More Sustainable Destination

According to the European Union’s Compendium of Best Practice, there are 10 tips to accomplish smart destination management, namely:

  1. Accessibility of the destination
  2. Combating or adapting to climate change
  3. Preserving and enhancing the natural environment
  4. Spreading the flow of tourists
  5. Facilitating information for specific target groups
  6. Collecting information for smarter management
  7. Physical and virtual accessibility through innovation
  8. Reviving traditions and cultural heritage sustainably
  9. Communal infrastructures
  10. Usage of cultural heritage for new creativity.


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