Sustainable tourism is difficult to achieve in a business context. A destination depends on tourist dollars to sustain its tourism industry, but the act of travel is inherently at odds with sustainability objectives. “A key challenge in the pursuit and promotion of sustainability across the Canadian travel and tourism industry is the issue of scale,” said Scott McDougall, director of sustainable and regenerative travel for Adventure Canada.
McDougall notes that sustainable tourism is easier to achieve in small-scale contexts like ecotourism operations; however, he also concedes that mainstream sustainable tourism goals are more difficult to achieve, due to the industry’s inherent absence of sustainable principles. “It’s a greater challenge – and ultimately more important – to scale sustainability into the more mainstream elements of our industry, like air travel, mainstream hotels, and major attractions, for example,” he added.
“This is often expensive, and requires a lot of imagination and vision to achieve, since the industry was not built on principles of sustainability, and our traditional measures of success don’t necessarily reward or encourage the needed transformation, although we know there is a strong business case for sustainability.”
Travelers are increasingly making vacationing decisions based on environmental impact, which means Canadian businesses operating within and beyond the nation’s borders need to prioritize and promote true sustainability. This includes all sectors of Canada’s tourism industry, from hotels and transportation providers to attractions and restaurants.
“As restaurants, we have a direct connection to our community and economy,” said Chef Evan Hennessey, owner and head chef of Stages at One Washington, located in Dover, New Hampshire. “We can help show the power of keeping money local, and how that tourism dollar helps everyone.”
Opportunities to promote sustainable tourism may present themselves in different ways, as seen in diverse destinations around the world. Cristiano Cabutti, General Manager of JW Marriott Venice Resort & Spa, recommends striving for self-sufficiency by turning unused land into vegetable gardens. The Italian resort, which is located on a private island in an area known for overtourism, adopted a zero-kilometer approach for sourcing on-property restaurant ingredients.
On the other end of the spectrum, Jenna Hamm, owner of Alaska’s Camp Denali, tries to minimize the wilderness lodge’s impact on its environment in every way possible, even minuscule ones. Operating within Denali National Park, Hamm keeps her team and guests a safe distance from wildlife, hushing their voices and turning off their vehicles to temporarily eliminate man-made noise and keep the animals as undisturbed as possible.
Creating meaningful change begins with awareness; consider these ten ways Canadian business leaders can promote and integrate sustainable tourism practices in their daily operations.
- Keep profit in the community
Invest in the immediate area whenever possible by sourcing supplies locally, cross-promoting other locally owned businesses, and supporting local efforts for increasing sustainability.
- Maximize limited on-property space
Install solar panels, collect and recycle rainwater, compost trash, or plant native flora on your property’s available space.
- Consider partnerships with eco-conscious companies
Giving Bag, for example, partners with hotel chains like Six Senses and Alila to provide guests an opportunity to donate their gently-used travel items to the hotel’s local charities.
- Leverage virtual opportunities
Companies like Local Purse provide digital video shopping experiences that enable travelers to shop global markets with a guide in real-time. They can purchase items and have them shipped directly to their homes, supporting the destination without ever setting foot in it.
- Educate your staff
It’s just as important to educate visitors about sustainable tourism as it is to empower your destination teams with the knowledge they need to practice sustainability throughout their roles.
- Support local environmental legislation
From the preservation of land to the conversation of resources, support local laws aimed at protecting the local ecosystem.
- Prioritize Indigenous involvement in tourism
Indigenous groups have lived sustainably in Canada for millennia. It’s critical that their knowledge and practices are acknowledged and implemented into contemporary tourism operations.
- Promote lesser-visited destinations within your area
Whereas popular areas like Banff are already in the spotlight, other places like Yellowknife, Kugluktuk, and Wapusk National Park see less of a resource strain from tourism.
- Understand and avoid greenwashing
Greenwashing is when a company makes false or misleading statements claiming that its operations are more environmentally friendly than it truly is. Always promote your sustainability credentials with accurate information that is verifiable by third parties.
- Seek advice from industry experts
As Canada seeks to rank in the top seven global tourism destinations by 2030, Destination Canada, Tourism Industry Association of Canada, and the Minister of Tourism are all fantastic resources to connect with.
Nick Dauk | Contributing Writer
