responsible tourism concept

Responsible Tourism

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• Wei-Ta Fang 2  

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Responsible tourism is a new concept in tourism industry. This concept was developed by Jost Krippendorf (1938—2003), one of the Swiss scholars, during 1980s.

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Fang, WT. (2020). Responsible Tourism. In: Tourism in Emerging Economies. Springer, Singapore. https://doi.org/10.1007/978-981-15-2463-9_6

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Published : 03 January 2020

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Sustainable, Responsible, Transformative, or Regenerative Tourism: Where Is the Difference?

A lot of new terminologies have entered the tourism lexicon. The latest travel trends – more conscious, positively impactful, and inclusive to the people and planet – have given rise to concepts like sustainable tourism, responsible tourism, transformative tourism, and regenerative tourism. What does each one mean and how unique are they in their meaning and implementation?

We asked our panel of sustainable tourism specialists how these new terminologies differ from each other and what type of tourism should sustainability leaders focus on (highlighted respondents are available as consultants or speakers ).

Our key takeaways :

• Most practitioners in tourism don’t understand or distinguish between these concepts.
• Each of these terms is built on a foundation of sustainability and elevates specific elements of it.
• All share the same focus: creating a future-proof tourism industry and doing well for people, the planet and wildlife.
• Sustainable tourism is about the long-term viability of travel and tourism, about positive change and about supporting our planet. With the 17 UNSDGs it has a set of clearly defined goals, and is therefore easy(ier) to monitor and measure in practice.
• Responsible tourism focuses on the accountability of each actor. It is to be expected from businesses to act responsibly.
• Regenerative tourism seeks to not just maintain but improve a destination. It is a step further, actually enhancing rather than just sustainaing a destination (or the industry as a whole).
• Leaders should focus on regenerative tourism that moves sustainability up a level: it is not only about minimizing the negative impacts and damage but going beyond and restoring that damage to make the places heal and flourish.

Brian Mullis

Regenerative tourism is a sustainable, inclusive, and fluid process that is context-specific and guided by principles that involve stakeholders collectively creating the conditions for the tourism system to improve the overall health and well-being of all living systems in a destination over time, enabling them to thrive and for tourism to create net positive impacts.

Transformational travel is an approach that can be designed and implemented to support travellers who are intentionally travelling to stretch, learn and grow into new ways of being and engaging with the world. This involves inspiring travelers to be more mindful of where they go, how they consume, and how they leave and continue to engage with a destination.

Jonathon Day

Each of these terms is built on a foundation of sustainability. Each elevates specific elements of sustainability. From responsible tourism which focuses on the accountability of each actor, to regenerative tourism that seeks to not just maintain but improve. Leaders now should recognize the fundamentals and work to achieve the promise.

Kelly Bricker

Each term assists in getting the message out that we must do better in ensuring the long-term viability of our planet and ensure that tourism is one of many mechanisms affecting positive change, and transforming the power of tourism to support our planet and all living beings within.

Vicky Smith

Sustainable tourism – Visiting and experiencing others’ places, the impact of which (whether on people, places or species) is not negative so can be continued ad infinitum .

Responsible tourism – taking responsibility for the decisions made in tourism and the impacts created as a result, and a consciousness of it.

Transformative – tourism which causes a change; by implication positive.

Regenerative – it not only creates positive change but creates conditions for renewal, revitalization, and onward evolution. Natural, holistically considered as part of the ecosystem which means vitally complete systems change – a change in attitudes, targets, measures, and priorities cannot function the same way as before as a result.

Of course, leaders should focus on regenerative and move from our old purely economic GDP models of capitalism which have been shown to fail, creating exploitation, overtourism, and damage. However, most people are still purely profit and self-focused, even if they are supposedly in responsible or sustainable tourism (greenwashing).

Aivar Ruukel

It is mostly about fashion, some terms become trendy, and some others go out of fashion. Of course, there are a small group of sustainability experts who can see the differences in these concepts, but for the tourism sector and audience (tourists), it is just a game of buzzwords.

Alexandra Pastollnigg

To me: I’d define it almost the same as ‘responsible’, just that we have the benefit of the 17 SDGs clearly defined, that’s why I think ‘sustainable’ is a better term (except that it leads to the above confusion).

Responsible tourism better captures the concept that each of us is responsible for our actions, a necessary value/ingredient for sustainability. Both terms are closely interlinked.

Transformative best captures SDGs 4 and 16 but isn’t as holistic as sustainable tourism.

Regenerative tourism is a sub-segment of sustainable tourism, focused on SDGs 14 and 15 , depending on the usage also SDG 3 (for travellers).

Ally Dragozet

I would say they are all related concepts, regenerative tourism is taking it a step further and making sure you are giving back to the local environment, community and economy.

Amine Ahlafi

The capital of the tourism industry is anchored to its environment and in the culture of the communities concerned. Sustainable tourism must be fully and not partially concerned with the environmental and socio-cultural ecosystems that it promotes. It is indeed a holistic and non-segmented approach.

Anna Spenceley

Definitions relating to sustainable tourism are plentiful (as are definitions of ecotourism etc). Sometimes new ones can be useful to draw attention to particular issues (as have pro-poor tourism, inclusive tourism, or biodiversity-based tourism for example), but they can also detract from actually getting on with implementing it.

For the sake of argument and to illustrate, here are definitions of each to pick and choose from (but then a web search will reveal many variations):

• Responsible Tourism

From the International Conference on Responsible Tourism in Destinations (2002) The Cape Town Declaration, Cape Town, r esponsible tourism is defined as:

• minimizes negative economic, environmental, and social impacts
• generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry
• involves local people in decisions that affect their lives and life chances
• makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world’s diversity
• provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social, and environmental issues
• provides access for physically challenged people
• is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence
• Regenerative tourism

Regenerative tourism is “creating the conditions for life to continuously renew itself, to transcend into new forms, and to flourish amid ever-changing life conditions” (Hutchins and Storm, 2019) – through tourism.

• Transformative tourism

Transformative is defined as ‘causing a marked change in someone or something’ ie. The difference with transformation is the ‘causing’ – it doesn’t just happen passively, the change is prompted. What this means is tourism which transforms the guest or tourist through their personal experience, and is caused to do so.

Anne de Jong

It does not. In the end, the focus of all concepts is the same: creating a future-proof tourism industry and doing well for people, the planet and wildlife. We should all aim to make a difference and care less about what we call it. All these new names are a way of sub-niching sustainable travel and I feel some are more focused on the concept than actually turning it into practice.

Antonio Abreu

In my opinion, sustainable tourism leaders should avoid the proliferation of concepts. Sustainability is enough and includes any other process or sub-concept such as transformation, responsible or regenerative. Sustainability implies any of these and stressing each of these topics as main subjects only bring confusion and misunderstanding, not always beneficial.

Antonis Petropoulos

Under the long shadows of the climate crisis and the pandemic, the short answer is there is no difference.

The long answer is that competing academic, marketing, economic and socio-political interests and stakeholders create an endless series of adjectival tourisms , which are initially vaguely defined until they acquire some sort of legal base, i.e. a country passing a law for spearheading/funding ‘regenerative tourism’ in an affected area, and this law requires specific qualitative and quantitative criteria.

Audrey Scott

Traditionally, sustainable tourism uses more criteria and certification, especially in relation to the environment, than other forms of tourism. While it is important to maintain a minimum standard of “do no harm”, there should be a greater focus on “providing positive value” and finding ways to measure socioeconomic and other benefits.

In addition, sustainable tourism and leaders should more openly and holistically address the climate crisis and ways to limit carbon emissions that go beyond buying offsets.

Beatriz Barreal

On the reality of making tourism the engine to care, conserve and regenerate socio-environmental ecosystems, and the one raising awareness on the cultural capital, as a systemic view and action plan. Take the responsibility that corresponds to being the means to achieve the goal, makes us aware of what we have inherited.

Christian Baumgartner

There are no clear definitions – neither for one nor the other. In essence, responsible, transformative, and regenerative tourism cover aspects, which are also part of sustainable tourism.

Christof Burgbacher

Sustainable tourism is the holistic approach and that is exactly what leaders should focus on. It makes no sense to be perfect in certain areas and neglect others. Customers are rarely looking for perfection but are looking for constant improvement in all areas of sustainable development.

Darrell Wade

Sustainable tourism does what it says on the tin – it’s a business that is sustainable for the long term because the financial, environmental, social, and governance principles that underpin it are in harmony with each other and not competing. By doing this all stakeholders have a vested interest in the outcome and ensure the long-term success of the project.

Elisa Spampinato

New terms are emerging that show conscious reflections on the ways in which tourism could be improved to better serve a destination by changing its traditional ‘extractive’ character. New theories have been produced about possible future paths.

Rather than seeing the above terms as antagonists, therefore, I prefer to look at them as complementary pairs of glasses. At the core, they all respond to the same need to make tourism a more conscious, positively impactful, and inclusive sector.

Sustainable tourism, in my opinion, is the general approach of continuously imagining how to maintain over time a balance between all the aspects of life affected by the sector.

In practice, however, we have realised that it is difficult to take all the variables into account and work with them at the same time if we do not adopt a holistic approach. But this is difficult because we are used to working with them separately, and also we are quite unfamiliar with some dimensions.

We have moved away from considering tourism only from an economic perspective, and we have since long included into the picture also the social, cultural and environmental dimensions, even though we still do not know how to integrate them. On this, I believe, the regenerative tourism approach has a lot to contribute.

However, I still consider it relevant to talk about sustainable tourism because it is helping us to think in terms of balance – forcing us to consider the change as a structural and inevitable part of the process while expanding our vision of tourism beyond the economic aspect, and including the social disparities, the lack of inclusion and gender equality issues into the bigger picture.

We are now definitely more aware of the existence of the local communities and their ancestral heritage, even though we are still disconnected from them, and of the environmental damages we are causing, even though sometimes we feel powerless. Moreover, talking about sustainability in tourism constantly obliges us to place ourselves and our activities on the timeline. Looking to the past as well as to the near future compels us to take conscious actions.

Responsible tourism, in the way I look at it, is a form of self-reflection and involves a lot of self-questioning. It focuses on the awareness of the impacts that our actions, habits, and choices we make while travelling. It applies in the first instance to the tourists’ behaviour, of course, but also to the whole hospitality sector and all the stakeholders involved, not only on the ground.

How my choice of food, entertainment, etc will affect the place that is kindly hosting me? 

Because all our choices have an impact. We moved away from the idea of “leaving no trace”. We are guests in a land far from home, and even if our presence will have an impact -whether we like it or not- we can still choose the kind of impact we can have.

Am I creating more social disparities with my choices, more unnecessary pollution with my habits, more discrimination with my attitudes, and more cultural stigma and preconception with my demands? These are some of the questions that a responsible tourist should ask himself.

There is also another set of questions that a responsible tourist should address to the tour operators, a practice that is happening more frequently nowadays. 

• How the local community is involved in your operations, how the interaction with the local community is structured?
• Do they participate in the designing of the experience? 
• What is left to the local community at the end of the process?

These are the questions we should keep asking ourselves, eager to find the answers, even if we may not like them, because they may suggest that we change our habits, and potentially our journey.

Responsible tourism, as I see it, is a form of education and an ethical set of behaviours, towards the place, seen in terms of the natural environment and traditions, as well as towards the people, considered both as social and human beings, as well as to be cultural beings too.

And, most importantly, there is a crucial question that should arise from these reflections: how can we do things differently? And this question of course is addressed both to the tourists and to the tour operators.

Transformative tourism, I believe, is particularly important at this moment in time, because it helps us reflect on how we approach the tourism experience, as tourists, as well as tourism professionals.

Is this just a holiday or can it be an opportunity to rediscover myself, my purpose in life, and most importantly, reconnect with the world and the people around me?

It is a matter of, consciously, getting out of the bubble we all constantly live in and ‘use’ tourism as a gate to reconnect on a higher level. What transformational tourism teaches us, ultimately, is to let go of our ego and embrace tourism for what it has always been: an open and unexpected encounter with the unknown. And from them, we can grow as human beings and expand our consciousness. It is a great opportunity, indeed, I think.

Regenerative tourism, I believe, gives us an innovative interpretation. It seems to have gathered some attitudes, practises, and approaches already existing at the grassroots level and in other disciplines and scientific areas of knowledge and applied them to tourism.

The regenerative tourism approach is holistic at its core, its structure is flexible, horizontal, and inclusive, and strongly practice-oriented.

I believe that regenerative tourism could answer many of the questions that sustainable tourism has not been able to answer yet. Its strength relies on focusing on the connections that exist between the isolated silos and aims to create a network of practices that inspire collaborative work. It looks at society and organizations as living organisms, which are parts of a bigger picture. This introduces interesting concepts and lenses of interpretation of the reality that can lead to new innovative solutions and to a greater balance.

Elizabeth Becker

Sustainable tourism involves the whole community and hopefully forces the community – from local to national to agree on a plan.

Responsible tourism puts an emphasis on the traveller.

Regenerative and transformative tourism are the solutions to problems that are discovered when figuring out how to be sustainable.

Erik van Dijk

It is all the same: responsibility for mother earth. You name it how you want. Focus on bringing back earth overshoot day to December 31st.

Fiona Jeffery

The clue is in the word ‘sustainable’ – this means it needs to be there for the long term, it implies doing no harm, it is about protection, preservation, conservation, respect, and enhancement.

Frankie Hobro

Sustainable tourism can include all these forms of tourism, but I believe it is more than all these. Sustainability requires a long-term positive transformational change for good, which can be achieved by all these methods but most importantly, it has a long-term application to succeed and requires a dedicated positive change over a significant period of time. So the focus must be maintained on the long-term permanent benefits, although this can be achieved through much smaller short-term or quickly achieved goals, or one or more gradual, longer-term positive changes, or a combination of both.

Gianna Moscardo

I think sustainable tourism, as defined above, is a broader concept that includes responsible tourism and regenerative tourism. Transformative tourism generally refers to transforming individual tourists – it is too tourist and tourism-centric to be sustainable.

It is also based on a set of values that are strongly tied to certain cultures and levels of affluence. I’m not very comfortable with transformative tourism – it seems much more like a way of apologizing for unsustainable tourism than a genuine attempt to make tourism better in terms of sustainability.

Glenn Jampol

Sustaining is no longer an option, now it must be about renewal. Due to the current existential danger of damaging human-made climate change, the desecration of our natural areas and resources, and the urgent need to update the concept of travelling to encompass regenerative forces and behaviour, I now prefer to use regenerative tourism to label our philosophy.

It is a form of tourism that includes considerations of renewal and education, interpretation and proactive commitment, symbiotic and ethical business practices, conservation with renewal and protection of natural resources, foment increased awareness of quality and authenticity, and to inspire a holistic comprehension of the importance of contemplating how we travel and how we might always consider how to help reduce our impact.

Greg Bakunzi

Sustainable tourism is a tourism product that is offered by the locals while responsible tourism is done while respecting the rules or culture of the people that they are visiting.

James Crockett

Sustainable tourism deals with practical requirements for business as normal.

Responsible tourism has a more wide-ranging focus on what tourism can do to make a better place to live and a better place to visit. To me, responsible tourism is the creativity and emotional underpinning of why we want to make tourism more sustainable (the nuts and bolts, cold hard task-driven activities).

Regenerative tourism is to my mind the next evolution, it requires that tourism helps to restore habitat, ecosystems, and cultures to a former, healthier state. It is the latest and most comprehensive attempt to make tourism as transformative in delivering net benefits to a destination as possible.

Joanna Van Gruisen

There is a danger of words losing their meaning when over-used as epithets, so I find it helpful to return to the terms from their original definition, otherwise, they all tend to merge somewhat meaninglessly into one!

From this perspective, each term does differ from the others but does overlap and can be incorporated into each other. Thus if tourism is responsible, then it is likely to be sustainable; if it is sustainable, then it has been responsible.

Transformative tourism is a personal reaction to experiences and, of course, can occur with any tourism, sustainable, responsible, or otherwise. However, it is more likely to be linked with the types of slow tourism termed responsible or sustainable. Practitioners aim to open the eyes of the traveller to a new world perspective through the different cultural local context and thus by definition is likely to be responsible.

Regenerative tourism looks beyond sustainability; it recognizes that we have gone too far in damaging the planet and aspires to give back. It is a way of seeing tourism as a living system within a wider carpet of life. This is where our focus should presently be.

Also, the pandemic restrictions have shown how fragile tourism can be, how its character can disappear and/or change overnight. This is a lesson in the need for tourism not to stand alone but be part of a more diverse web in its locality.

The aim is also to manage tourism in a way that encourages all ‘tourists’ to become ‘travellers’, to be transformed from consumers to symbiotic participants in an ongoing dialogue and exchange with the people and places to which they are travelling. Tourism can be used to bring respect and attention to local practices—crafts and skills and can divert those involved in destructive occupations by providing creative beneficial activities and bringing livelihoods to sustain these. It should be embedded in a social and economic development model matrix.

Jonathan Tourtellot

‘Sustainable’ can be misconstrued as environmental only. Because of that, I originated Nat Geo’s ‘geotourism approach’ (tourism that sustains or enhances the geographical character of a place—its environment, culture, geology, aesthetics, heritage, and the well-being of its residents), which differs from the other terms mainly by its emphasis on quality and care for the distinctiveness of each destination and its people. Destination assets are a limited resource and should be treated as such.

Jorge Moller Rivas

No big difference, just different ways to do good for the planet and human beings.

Lisa Choegyal

We tend to take a practical and businesslike approach, and whilst the academics can debate the finer points of terminology, what counts is what hits the ground in terms of benefiting the environment and local people whilst helping to open the eyes of (i.e., educate) consumers. As leaders that is what we need to focus on, calling it what you will and supporting whatever is working.

Mariana Madureira

Sustainable tourism is based on the idea of providing tourism and leisure for the current generation without undermining resources to the next.

Regenerative tourism is underpinned by the certainty that it’s too late to search for zero impact, as we have overpassed the limits of consumption and need alternatives that bring back preeminent natural conditions.

In a more modest, but still very important approach, responsible tourism searches are doable and every day better practices for tourists and tourism enterprises – understanding feasibility as the differential approach to reach the mainstream.

Marcus Cotton

All are interlinked and, in many ways just different names for the totality or elements of sustainable tourism. Each focussed on an aspect:

• Responsible tourism to me is merely taking responsibility for sustainability in tourism – something that should be integral to every tourism business the world over
• Transformative tourism is focused on the traveller experience as part of the sustainable tourism paradigm
• Regenerative tourism looks at sustainability in a more proactive light-seeking not merely to mitigate adverse impacts but to ensure positive regeneration of the environment and communities

Marta Mills

– Responsible tourism is more about taking responsibility for your own actions and behaviour to make tourism more sustainable.

– Leaders should focus on regenerative tourism that moves sustainability up a level: it is not only about minimizing the negative impacts (minimising the damage) but going beyond and restoring that damage to make the places heal and flourish.

– It is also imperative to look at the places as living systems; that is interconnected and alive, with so many aspects we need to help thrive.

Megan Epler Wood

I believe we are in a period of crisis and should respond as such. I have lived through some 10 different definitions of sustainable tourism in my 30-year career. I think it is best to look at the nuts and bolts of our situation and get very serious about how to respond to it. This means branding is of less importance in my view than the specific action items required.

Here are a few points to focus on:

• The rapid growth of tourism in the 21st century is leading to damage in destinations that are largely unreported.
• Tourism development is highly unregulated, and its impacts are causing an “invisible burden” on local destinations worldwide.
• Sustainable tourism initiatives change frequently depending on the external funders involved and have not become embedded adequately in local, regional, and national plans to manage climate change and climate resilience.
• There is little being done to create more thorough, holistic oversight.
• The goals of policymakers continue to be driven by gross economic benefit indicators, without an understanding of the costs and final net benefits.

Mike McHugo

Sustainable and responsible tourism I think are words that can and are used to often mean the same. Transformative and regenerative I assume is trying to change/improve.

Natalia Naranjo Ramos

Sustainable tourism nowadays has to involve all these other concepts to be really sustainable. Even so, there are tools to measure sustainability in tourism activity. Sustainable tourism has to be responsible for the communities and environment, has to transform people involved in the activity, and has to regenerate and improve the territories and the environment where it takes place.

Paul Peeters

Sustainable tourism development differs from responsible, transformative or regenerative tourism as it is defined by the impacts of all tourism, rather than a niche-market label and it follows a measurable pathway in terms of its environmental and social impacts.

Peter Richards

I don’t think that there are very big differences between sustainable and responsible tourism in practice. We can say that sustainable tourism is about ideas, and responsible tourism is about defining (and accepting) who will put the ideas into practice. However, in reality, that’s not 100% true because when we implement sustainable tourism, we need to know who will take action. I guess we can say that responsible tourism forces us to consider from the start who needs to work together to put the good intentions of sustainable tourism into practice.

Transformative and regenerative travel are both new, and I don’t have much experience in these fields. Transformative travel seems to put the onus for responsible tourism and sustainable tourism back into the hands of the tourists and uses a more self-aware/spiritual approach. It looks like it has the power to be a very strong movement and inspire powerful change-makers. However, it currently feels perhaps too self-consciously ‘committed’ to be able to reach the mainstream?

Regenerative tourism proposes that we can go beyond aiming for neutrality (balancing give and take) and actually design tourism to fix, repair and give back more.

All of these tools exist. They are all useful. They will all be picked up by different people, depending on their interests, roles, etc. They all fundamentally have much more in common than apart, when compared to the common enemy which is people just not caring about other human beings and the environment, and prioritizing greed. So, I don’t think we need to use too much time comparing. Better to appreciate and learn which tools are the best fit for various challenges. Sustainable tourism is probably now best suited for engaging with mainstream tourism.

Rachel Dodds

I feel that there are nuances between each – for example, responsible tourism was more used by businesses because they all can be more responsible while not always more sustainable.

Regenerative has been more about giving back or making a place better. What I believe leaders should focus on is action – not just definitions.. a new term comes out every couple of years but I feel this just distracts from the issue. If we focus on trying to ensure things aren’t out of balance – that would be more useful in terms of action.

Rebecca Hawkins

These terms are all part of the same family and arguing over terminology (as well as among the sustainable tourism community) is a hindrance to the progress we need to make. A compelling call to action and vision of a common goal is what is needed and now.

Transformative and regenerative tourism for me, are two strategies to improve the balance between using and protecting (improving) our environment to create sustainable tourism. A give and take is possible from both sides, nature, and man, because this is the only way to create a harmonious balance which we need to develop sustainable tourism.

Richard Butler

The named forms of tourism are, if anything, subsets of sustainable tourism, and variations on a theme. Leaders should always focus on outcomes, including all forms of impact.

Richard Hammond

I realize there are subtle differences between all four terms, and that ‘sustainable’ is a rather loose term, but they are all about achieving a more thoughtful, considered approach to tourism that takes into account the climate and biodiversity emergencies.

Shannon Guihan

It is my belief that the focus on definitions is a distraction from the real issue at hand – the need for impact. Leaders are better to focus on the issues they can tackle, through clear goals and measurable results. Without measurable goals bringing positive impacts, what does it matter what we call it? Further than that, without the consumer on board, where are we? The great definition debate certainly doesn’t do the consumer any favours.

Shannon Stowell

I know everyone is tired of the word ‘sustainable’ but it remains a very important concept and goal – to have tourism that helps, not harms. Many of the other terms feel like efforts to have a sexier title for sustainable travel. What matters is the outcome. Is tourism helping a destination as measured by environmental and social health? That’s what matters.

Shivya Nath

The labels are not important. These terms can be used interchangeably. The focus needs to be on redefining tourism itself – to imply a way of travel that is inclusive of local communities and mindful of protecting the natural/cultural heritage of a place.

Sonja Gottlebe

‘Sustainable’ is like the global family name. All others are like surnames for like-minded concepts that embrace the same principles. I think we keep that global family name to spread the word out, but the more radical concepts are for engaged stakeholders who want to go further.

Willem Niemeijer

While there is overlap in the definitions, sustainable tourism could be seen as an umbrella definition under which responsible travel and transformative and regenerative travel find their niche. It does not matter particularly where leaders focus, as long as they are authentic in their efforts it will contribute to a more sustainable tourism industry that inspires.

Xavier Font

Sustainability is the aim and responsibility is the path. We have heard a lot about transformative and regenerative tourism lately but my concern is that most of the time we find old wine in new bottles, and people using these new terms fail to actually suggest new ways of moving forward.

More about the sustainable tourism expert panel here – including previous sessions and answers to some of the most pressing issues linked to making tourism more sustainable.

Do you have a topic in mind that you think needs to be highlighted in 2021? Get in touch !

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What Is Responsible Tourism?

Published: December 12, 2023

Modified: December 28, 2023

by Willow Carpenter

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• Sustainability

Introduction

In recent years, the concept of responsible tourism has gained significant traction in the travel industry. As travelers become more aware of the impact their choices have on the environment, local communities, and cultural heritage, there is a growing demand for a more sustainable and ethical approach to travel. Responsible tourism, also known as sustainable tourism or eco-tourism, seeks to minimize the negative impacts of tourism while maximizing the positive benefits.

Responsible tourism goes beyond simply minimizing one’s carbon footprint or supporting local economies. It encompasses a commitment to preserving and respecting the natural and cultural heritage of destinations, promoting social inclusivity, and fostering economic development in local communities. It aims to create a balance between the needs of travelers, the environment, and local residents, creating a more harmonious and mutually beneficial relationship.

This article will delve into the definition of responsible tourism, explore its principles, highlight its benefits, discuss the challenges in implementing responsible tourism, and provide examples of responsible tourism practices.

By understanding and practicing responsible tourism, travelers can contribute to the preservation of our planet’s ecosystems, support local businesses and communities, and engage in meaningful cultural exchanges. Whether you are an avid adventurer, a cultural enthusiast, or a leisure traveler, incorporating responsible tourism principles into your travel habits can make a significant difference in preserving our world for future generations.

Definition of Responsible Tourism

Responsible tourism can be broadly defined as a way of traveling that takes into consideration the environmental, social, and economic impacts of tourism activities. It is a concept that encourages travelers to make conscious choices that minimize harm to the environment and benefit local communities and cultures.

At its core, responsible tourism is about creating a positive impact on the destinations visited. This involves being aware of and respecting the natural environment, supporting local businesses, and engaging in cultural exchanges that are respectful and authentic.

Responsible tourism also encompasses the idea of sustainable development, ensuring that the needs of present travelers are met without compromising the ability of future generations to meet their own needs. It recognizes the interconnectedness of the environment, economy, and society and seeks to find a harmonious balance among them.

One of the key aspects of responsible tourism is the concept of “leave no trace.” This means minimizing the environmental footprint by taking steps such as reducing waste, conserving resources, and practicing responsible wildlife viewing and conservation. It also involves respecting the cultural and historical heritage of a destination and making an effort to engage with local communities in a sensitive and respectful manner.

Responsible tourism also encourages travelers to support local economies by staying in locally-owned accommodations, eating at local restaurants, and purchasing locally-made products. By doing so, travelers can contribute directly to the economic development of the communities they visit and help create sustainable livelihoods for local residents.

In essence, responsible tourism goes beyond being a passive observer or consumer and instead encourages active participation and engagement with local communities, cultures, and environments. It is about traveling with a sense of responsibility, awareness, and empathy, and leaving a positive and lasting impact on the places we visit.

Principles of Responsible Tourism

Responsible tourism is guided by a set of principles that help shape the actions and behaviors of travelers and the tourism industry. These principles provide a framework for creating a more sustainable and responsible approach to travel. While the specific principles may vary, depending on the source and context, there are a few common principles that are widely recognized in responsible tourism practices:

• Sustainability: The principle of sustainability is at the heart of responsible tourism. It emphasizes the need to minimize negative impacts on the environment, conserve natural resources, and protect biodiversity, while promoting social and economic well-being for local communities.
• Community Engagement: Responsible tourism encourages travelers to engage with local communities and cultures in a respectful and meaningful way. This involves learning about and respecting local customs and traditions, supporting local businesses and initiatives, and fostering cultural exchanges that promote mutual understanding and appreciation.
• Environmental Conservation: Responsible tourism aims to minimize harm to the environment by practicing sustainable and eco-friendly behaviors. This includes reducing waste and pollution, conserving water and energy, and supporting initiatives that promote environmental conservation and protection.
• Respect for Local Laws and Customs: Travelers engaged in responsible tourism understand and respect the laws and customs of the destinations they visit. This includes following local regulations, respecting sacred sites, and being mindful of cultural sensitivities.
• Support for Local Economies: Responsible tourism seeks to benefit local communities by supporting local businesses, such as accommodations, restaurants, and craft industries. By purchasing locally-made products and using local services, travelers can contribute to the economic development of the destination and create sustainable livelihoods for local residents.
• Education and Awareness: Responsible tourism promotes education and awareness among travelers, tour operators, and local communities. This includes providing information and resources to help travelers make responsible choices, raising awareness about the importance of sustainable practices, and promoting cultural and environmental education initiatives.

By adhering to these principles, travelers can play a significant role in preserving and protecting the destinations they visit, while also creating a positive impact on the local communities and the environment.

Benefits of Responsible Tourism

Responsible tourism offers numerous benefits for both travelers and the destinations they visit. By choosing to travel responsibly, individuals can have a positive impact on the environment, local communities, and cultural heritage. Here are some key benefits of responsible tourism:

• Preservation of the environment: Responsible tourism practices help minimize the negative impact of travel on the environment. By practicing sustainable behaviors such as reducing waste, conserving resources, and supporting eco-friendly initiatives, travelers contribute to the preservation of natural habitats, biodiversity, and ecosystems.
• Social and economic empowerment: Responsible tourism can greatly benefit local communities by supporting local businesses and creating sustainable livelihoods. By staying in locally-owned accommodations, eating at local restaurants, and purchasing locally-made products, travelers directly contribute to the economic development of the destination. This helps create employment opportunities, reduce poverty, and empower local residents.
• Cultural exchange and understanding: Responsible tourism encourages travelers to engage with local communities and cultures in a respectful and meaningful way. This fosters cultural exchange, promotes mutual understanding and respect, and helps preserve traditional customs and practices. It provides travelers with a deeper and more authentic travel experience, allowing them to learn from and appreciate different cultural perspectives.
• Environmental education: Responsible tourism encourages travelers to learn about and appreciate the natural environment of the destinations they visit. By participating in eco-friendly activities, such as nature walks, wildlife conservation projects, or responsible diving practices, travelers gain a better understanding of the importance of environmental conservation and become advocates for sustainable practices in their own lives.
• Avoiding overtourism: Responsible tourism promotes a more sustainable approach to travel by encouraging travelers to visit lesser-known destinations or off-peak times. This helps distribute the economic benefits of tourism more evenly, reduces the strain on popular tourist destinations, and mitigates overtourism, which can lead to environmental degradation and cultural erosion.

Overall, responsible tourism allows travelers to not only explore the world but also make a positive difference. By engaging in responsible practices, individuals can contribute to the preservation of natural and cultural heritage, support local communities, and ensure that future generations can continue to enjoy the wonders of our planet.

Challenges in Implementing Responsible Tourism

While responsible tourism offers numerous benefits, there are several challenges that need to be addressed in order to effectively implement it. These challenges stem from various factors, including lack of awareness, economic considerations, and infrastructure limitations. Here are some of the main challenges faced in implementing responsible tourism:

• Lack of awareness and education: One of the key challenges is the lack of awareness and understanding among travelers, tour operators, and local communities about the principles and practices of responsible tourism. Many people may not be aware of the negative impacts of tourism or the potential benefits of responsible practices. Education and awareness campaigns are needed to promote responsible tourism and encourage widespread adoption.
• Economic considerations: Implementing responsible tourism practices may require additional investment and resources, which can be a challenge for small businesses or developing destinations. It may involve making changes to infrastructure, adopting sustainable practices, and training staff, all of which require financial resources. Finding a balance between economic viability and sustainability can be a challenge, but it is crucial to ensure the long-term success of responsible tourism.
• Lack of government support and regulation: The absence of government support and regulation can hinder the implementation of responsible tourism practices. Governments play a crucial role in setting policies, enforcing regulations, and promoting sustainable tourism initiatives. Without clear guidelines and support from authorities, it can be difficult for businesses and communities to prioritize responsible practices.
• Infrastructure limitations: In some destinations, the lack of appropriate infrastructure, such as waste management systems, sustainable transportation options, and recycling facilities, can pose challenges for implementing responsible tourism. Improving infrastructure to support sustainable practices may require significant investment and coordination between various stakeholders.
• Cultural and social considerations: Balancing the preservation of cultural heritage and the needs of local communities with the demands of tourism can be complex. Responsible tourism requires respecting local traditions and customs, supporting community-led initiatives, and ensuring that tourism does not negatively impact the cultural identity and social fabric of a destination. Achieving this balance can be a challenge, especially in highly popular tourist destinations.

Addressing these challenges requires collaboration and commitment from various stakeholders, including governments, businesses, local communities, and travelers themselves. By recognizing and working towards overcoming these obstacles, responsible tourism can become more mainstream and have a broader positive impact on the environment, communities, and cultural heritage.

Examples of Responsible Tourism Practices

Responsible tourism can take many forms, and there are numerous examples of practices that individuals, businesses, and destinations can adopt to promote sustainability and ethical travel. Here are some examples of responsible tourism practices:

• Supporting local communities: Travelers can support local communities by staying in locally-owned accommodations, dining at local restaurants, and purchasing locally-made products. This ensures that the economic benefits of tourism are shared with the local population, promoting sustainable livelihoods and empowering communities.
• Respecting cultural heritage: Responsible travelers engage with local cultures and heritage in a respectful and meaningful way. This can involve participating in cultural activities, respecting sacred sites, and learning about local customs and traditions. By doing so, travelers not only enrich their own travel experiences but also contribute to the preservation of cultural heritage.
• Protecting the environment: Travelers can minimize their impact on the environment by practicing sustainable behaviors. This includes reducing waste, conserving resources, and supporting initiatives that promote environmental conservation. Examples include using reusable water bottles, avoiding single-use plastics, and participating in beach clean-ups.
• Supporting wildlife conservation: Responsible travelers seek out wildlife experiences that prioritize the well-being and protection of animals. This can involve choosing ethical wildlife sanctuaries and conservation projects that promote animal welfare and environmental sustainability. Responsible travelers also follow guidelines for responsible wildlife viewing, such as maintaining a safe distance and not disturbing the animals’ natural behavior.
• Responsible trekking and hiking: For outdoor enthusiasts, responsible trekking and hiking practices are crucial to minimize environmental impact. This includes sticking to designated trails, avoiding littering, and respecting wildlife and plant life. Additionally, it is important to book with responsible tour operators that prioritize environmental sustainability and support local communities.
• Reducing carbon footprint: Travelers can reduce their carbon footprint by choosing eco-friendly transportation options, such as taking public transportation or cycling, and opting for accommodations that have implemented energy-saving practices. Additionally, carbon offset programs can be utilized to compensate for the emissions generated during travel.
• Engaging in voluntourism: Voluntourism allows travelers to contribute to local communities through meaningful volunteer work. This can involve activities such as teaching English, building sustainable infrastructure, or participating in environmental restoration projects. It is essential to engage in voluntourism through reputable organizations that ensure positive and sustainable impacts on the local communities.
• Supporting sustainable tourism certifications: Look for accommodations, tour operators, and destinations that have obtained recognized sustainability certifications, such as Green Globe or Travelife certification. These certifications ensure that the businesses and destinations adhere to specific sustainability criteria and have implemented responsible practices.

By incorporating these examples of responsible tourism practices into our travel routines, we can make a positive impact on the environment, support local communities, and create a more sustainable and ethical approach to travel.

Responsible tourism is more than just a trend; it is a necessary and conscientious approach to travel that considers the well-being of the environment, local communities, and cultural heritage. As travelers, we have the power to shape the future of tourism by making responsible choices and supporting sustainable practices.

Throughout this article, we have explored the definition of responsible tourism, the principles it encompasses, the benefits it offers, the challenges in its implementation, and examples of responsible tourism practices. From supporting local communities and protecting the environment to respecting cultural heritage and reducing our carbon footprint, responsible tourism encompasses a wide range of actions that can have a positive impact on destinations around the world.

Implementing responsible tourism practices may come with its challenges, such as lack of awareness, economic considerations, and infrastructure limitations. However, by working together – travelers, businesses, governments, and local communities – we can overcome these challenges and create a sustainable tourism industry that benefits everyone involved.

By choosing responsible tourism, we can create a more harmonious relationship between tourism and the environment, preserving the natural wonders that make our planet unique. We can support local economies, empowering communities and ensuring that tourism brings long-term benefits. And, importantly, we can foster cultural exchange and understanding, celebrating the diversity of human heritage.

As responsible travelers, it is our duty to educate ourselves, make informed choices, and encourage others to do the same. By adopting responsible tourism practices, we can travel the world with a sense of purpose, leaving a positive impact on the places we visit.

So, let us embark on our future travels with a commitment to responsible tourism, forging a path towards a more sustainable and responsible travel industry, one journey at a time.

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• The Responsible Tourism System

THE RESPONSIBLE TOURISM SYSTEM AND BIOSPHERE

The Responsible Tourism System (RTS) is an international system focused on seeking tourism sustainability, developed by the Responsible Tourism Institute through a set of guidelines that establish concrete, identifiable and measurable goals.

The Responsible Tourism Institute (RTI) is an entity linked to UNESCO  through a Memorandum of Understanding and an associated member of the World Tourism Organization ( UNWTO ), as well as being a founding member of the Global Sustainable Tourism Council ( GSTC ), an organization sponsored by the United Nations Foundation. It was conceived at the request of the UN following the first World Conference on Sustainable Tourism (1995) , an historic meeting in which UNESCO, UNEP, the European Commission and UNWTO supported the creation of the World Charter on Sustainable Tourism from which the Responsible Tourism Institute was born.

Twenty years later, following the UN World Summit on Sustainable Development (2015), which adopted the 17 Sustainable Development Goals (SDG) , the RTI promoted the celebration of a new World Summit on Sustainable Tourism, which again had the support of the same international organizations for the adaptation of global sustainability criteria to the 17 Sustainable Development Goals, this time adopting the World Charter on Sustainable Tourism +20.

The Responsible Tourism Institute is responsible of promoting tourist models that contribute effectively to the maintenance and protection of heritage, cultural and natural assets of the destinations. Its ultimate goal is to promote sustainable development within the tourism industry and encourage the use of the endogenous capacities of each destination and host community. The recognition of these efforts by the Administrations and entities involved consists of the BIOSPHERE TOURISM© seal, through which the work carried out is acknowledged.

The BIOSPHERE TOURISM© Seal is a system for measuring sustainability, aiming to act as a tool for continuous improvement and thus recognize this commitment of tourist destinations, companies and services. Positioning a destination, company or tourist service as sustainable requires the adoption of an integrated planning and management perspective of the entire tourism system, so that current and future needs are met, while maintaining cultural integrity, social cohesion and essential ecological processes. The BIOSPHERE TOURISM© standard for Tourist Destinations is the only one in the world aligned with the United Nations Sustainable Development Goals (SDG), as well as with the COP21 Paris Agreement to Combat Climate Change and the World Charter Sustainable Tourism +20.

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Principles of Responsible Tourism: A Traveler’s Guide to Ethics

In these times when sustainability and ethical ways of life are gaining more importance, travellers must think about these concepts while travelling to avoid harming the environment in any way. We as tourists should not only keep in mind the ecological aspect of a place but also the cultural and social peace as guests.

What is Responsible Tourism?

The United Nations World Tourism Organisation has defined responsible tourism as the practice of tourism that strives to provide meaningful, challenging, and rewarding experiences for the local community, and that does not exploit, threaten, damage or exploit the environment. Hence, responsible tourism has become the need of the hour. Instead of supporting the business of unethical tourism which exploits people and the environment, a positive alternative has been implemented which leads to a positive impact on the lives of the locals. How to be a Responsible Tourist? From activities like visiting the offices of the hotelier, buying souvenirs made by local artisans to serving the locals meals or even dropping litter, you can always do something to contribute to the betterment of a region.

Why is Responsible Tourism Important?

Most travellers may not realise that the harm caused by tourism can last longer than the original harm. While the original harm usually leads to the degradation of the environment, the side effects of tourism can last even longer because it involves other social and economic consequences that may never be solved. It is essential to understand that the tourism industry exists because the benefits from tourism outweigh the costs. However, with more and more travellers arriving each year, the challenge is to sustain the livelihood of local people, as well as ensure that the environment does not get affected in any way. A couple of examples that represent the harmful effects of tourism can be seen in the Philippines and Greece.

Issues created by Irresponsible Tourism

We all know the stereotypes of all the travellers of previous generations who came to certain places with their purses filled with foreign currency and all the promises of a beautiful experience at the end. They made the place ugly and bad, where they came from not as a guest but as a colonist. Some of the worst examples include the colonialism of the Indian Ocean in the Arab states and the newly found imperialism in Western Europe and the United States. With the advent of cheap flights, tourists have started to come to countries not only to do a bit of sightseeing but to build resorts and housing structures on the people’s land. In the end, they want to sell the place to someone else. This is known as colonialism by another name.

How to Travel and Support the Local Community

We can easily live out these ideas while travelling since it has become cheaper and accessible than ever before. It is also vital to realise that the environment has become the most precious and the most difficult thing to protect. Therefore it is essential to make sure to behave in a responsible way towards our planet so that the survival of the human race will continue to be possible. Certain simple steps can be followed while travelling that can support the local community. Travelling local, tourists can enjoy the best of nature and culture while learning about the local communities, without harming the environment. Travelling by local transportation means that we have to pay our transportation costs through local businesses instead of buying a plane ticket. Also buying locally made products from vendors and brands is ethically driven for a responsible tourist.

How to Travel and Protect the Environment

People nowadays are heavily concerned about the environment, how they can help reduce their carbon footprint, preserve our natural resources and protect the world from human-made disasters. Although we cannot undo what has been done by previous generations, we can ensure the future by leaving a positive impact on the present and doing everything that we can do to preserve the environment, for ourselves and future generations. Sustainable Tourism: An Overview There are two sides to sustainable tourism: the environmental aspect and the cultural aspects. We can combine both to make the most of these vacations.

How to Travel and Preserve the Identity of a Place

Relevant regulations and rules exist in various countries, for instance, there is the Ecotourism Law (2011), and the government in places such as France, Spain, and Portugal have already introduced certain provisions on sustainable tourism. Moreover, the World Tourism Organisation (WTO) in 2008 has taken up an initiative for the sustainable development of the tourism sector as a part of the 10 Global Sustainability Goals (GGS) set by the United Nations. One of the ten GGS is the eradication of poverty in less than a decade. How Do We Travel and Preserve the Identity of a Place? According to the ESA, sustainable tourism has three major elements. These are Responsible Travel, Responsibility Tourism, and Living Ethical Tourism.

How to Travel and Respect the Individuals

Travelling requires time and a lot of effort. Just like travelling from one city to another, it is not possible to visit every place at the same time. We must understand and accept that as tourists, we must visit some places in our lifetime while not visiting others. We need to choose the best places for a holiday and visit the less important places after taking care of our time and budget. Going on a big holiday to see some place is not good enough to experience the place. It is a fact that the places that are least accessible to the tourists are more popular as compared to the highly touristy ones. The place you want to visit must also be able to keep up with the people of the place.

Responsible Tourism in India

Responsible Tourism in India has existed for several years and is gaining popularity in the world. We have brought together various organisations that are working to change the perception of the average Indian, especially regarding foreign tourism. The concept of responsible tourism is getting more recognised in the travel industry and more independent tourists make sure to keep the ecological and ethical issues in mind while travelling.

Ethical tourism is a growing practice that may be applicable to different people and cultures at different times. In the current context, because of the so many conflicting conflicts, ethical tourism must be appreciated by all. This is a guide to “investing in culture for travel” in a bid to help travellers “feel more included and be better understood and supported.” Lastly, she offers, “Perhaps, travelling by walking, rather than by air, would be preferable. So, here’s a rule of thumb for ethics on the road: use whatever you need. No more, and no less. If you can take a cab, use a cab. If you can, take a bus. If you can take a boat, take a boat. If you can take a taxi, take a taxi. If you cannot walk, hop on a bicycle.

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Responsible Tourism Development: How RSG is Leading the Way

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07 May 2024

By Rashid Alhatilah, Group Head of Environmental Compliance and Operations at Red Sea Global

At Red Sea Global (RSG), we are championing a dynamic evolution toward responsible development in the hospitality sector. This ethos transcends the construction of exclusive destinations; we’re enriching the experiences of our guests, empowering communities, and nurturing the natural environments we are privileged to develop.

We go beyond merely complying with environmental regulations, and strive to uplift and set new benchmarks. To this end, we have established our own framework and regulations, ensuring our ambitious environmental and sustainability policies are woven into the fabric of every project, from inception to operation.

This framework also delineates the transition from RSG-owned environmental documents to those managed by partners and suppliers, ensuring seamless integration of sustainable practices. As such, our approach to partnership is rigorous, especially when it comes to establishing a culture of environmental awareness, which is essential for achieving responsible development. This is particularly crucial in Saudi Arabia, as commercial and developmental frameworks continue their evolution towards sustainability.

To accomplish this, we launched a training program, led by experienced environmental scientists, to elevate the environmental capabilities of our partners. We are proud of their ecological restoration efforts at our destinations through initiatives such as the installation of over 100 artificial nests for Ospreys and Sooty falcons, beach clean-ups, oil spill drills, and mangrove planting, as well as proactively responding to environmental challenges such as rescuing animals and stressed trees.

Another part of our regulatory framework is an emphasis on monitoring and minimizing our environmental impact. Real-time water quality buoys and air monitoring stations enable us to promptly address any deviations from environmental standards. This data will eventually transition to our under-construction Destination Unified Control Center, where environmental data will be collected, interpreted, assessed, and stored.

The Red Sea is home to some of the most important corals on the planet. Not only for ecological reasons, such as acting as fishery nursery grounds, biodiversity hubs, and critical habitats, but because they are among the most resistant to climate warming. Since 2000, each summer has been successively hotter. Our scientists believe that these corals can serve as donors to areas where corals have been depleted due to climate change.

As part of our aim to enhance the natural environment – achieving a 30% net conservation gain within our operational footprint – we create coral nurseries, collaborate with international scientists to find solutions to coral bleaching and loss, and, on site, we protect and relocate any corals that may be affected by our construction activities. We have successfully translocated corals in the Red Sea to preserve these vital ecosystems and recent monitoring has shown a high success rate in the survival of the relocated corals.

With our first resorts now open, we want our guests to indulge in the splendor of The Red Sea destination, reassured that their environmental impact is not just mitigated but actively reduced. They can participate in mangrove planting, enjoy locally sourced products, and leave with the knowledge that their stay has contributed positively to the planet.

RSG’s journey towards responsible development is more than a business strategy: it is a commitment to the future, a pledge to our planet, and a gift to future generations.

About Red Sea Global

Red Sea Global (RSG - www.redseaglobal.com) is a closed joint-stock company wholly owned by the Public Investment Fund (PIF) ofSaudi Arabia. RSG is a global multi-project developer, seeking to lead the world towards a more sustainable future, showing how responsible and regenerative development can uplift communities, drive economies, and enhance the environment. The protection of natural capital is central to all development decisions, as the organization seeks to create abetter future for all. A cornerstone of Saudi Arabia’s Vision 2030 ambition to diversify its economy, RSG is playing a key role in transforming the nation, by creating exciting opportunities for young Saudi talent and the private sector, as it develops built assets and destinations across multiple sectors that make a positive impact for people and planet.

RSG is the visionary company behind some of the world’s most ambitious development ventures, including luxury regenerative tourism destinations such as The Red Sea and AMAALA. Across its portfolio, RSG leverages the most innovative concepts, strategies, and technologies to deliver projects that actively enhance the wellbeing of customers, communities, and environments.

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A United Vision for Nature - 'Nature Positive' Report Marks New Collaborative Era in Travel & Tourism

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• 22 Apr 2024

WTTC, UN Tourism and the Sustainable Hospitality Alliance join forces to support Nature Positive Tourism

The leading players of Travel & Tourism globally have published a landmark joint report setting out their joint plan to help halt and reverse biodiversity loss.

Launched on Earth Day 2024, "Nature Positive Travel & Tourism in Action" is the creation of the high-level 'Nature Positive Tourism Partnership, made up of the World Travel & Tourism Council ( WTTC ), the World Tourism Organization ( UN Tourism ) and the Sustainable Hospitality Alliance ( the Alliance ).

For years, UN Tourism has been at the forefront of integrating tourism into the broader UN biodiversity agenda, including supporting the work of the Secretariat of the Convention on Biological Diversity (CBD)

Developed in collaboration with specialist consultancy ANIMONDIAL, the report is the sector's pledge to support the implementation of the Kunming-Montreal Global Biodiversity Framework (GBF), the UN's Biodiversity Plan.

It presents more than 30 case studies of inspiring and progressive actions from around the world involving large and small businesses, national and local government agencies, civil society groups, and inter-sectoral partnerships.

By offering actionable guidance and insights, this report not only highlights the intrinsic link between biodiversity and tourism's resilience, but also empowers businesses to become stewards of nature.

Historic partnership for nature

Ms. Julia Simpson, WTTC President & CEO , said: "This historic partnership with Travel & Tourism heavyweights is a significant step in our collective journey towards a more sustainable and responsible sector. This report is not merely a publication but a movement towards integrating environmental stewardship into the core of travel experiences. As we celebrate Earth Day, let us heed the call to nurture and protect our destinations. Our sector's reliance on nature, coupled with our expertise in creating inspiring and memorable experiences, means we are ideally placed to be guardians of nature."

Mr. Zurab Pololikashvili, Secretary-General of UN Tourism , said: "For years, UN Tourism has been at the forefront of integrating tourism into the broader UN biodiversity agenda, including supporting the work of the Secretariat of the Convention on Biological Diversity (CBD). This pivotal new collaboration among key global players sets a robust framework for sustainable practices that not only drive significant impact but also exemplify the power of united efforts in conserving biodiversity. This report is a testimony to what we can achieve together for nature's preservation, inspiring a global movement towards more sustainable and resilient tourism."

Mr. Glenn Mandziuk, Sustainable Hotel Alliance CEO , said: "This report is a milestone for Travel and Tourism, representing our commitment as an industry to protect and conserve nature. The Alliance is proud to contribute to and collaborate on this insightful and action-orientated report which will bring tangible change to destinations around the world, supporting biodiversity.  Nature underpins our society, economies and indeed our very existence. The hospitality industry is today a leader amongst industries in its Nature Positive approach and this report signifies how much our industry understands the true value of nature."  

Expert-led coalition

Recognising that the sector has a critical role to play in protecting and conserving biodiversity, the Nature Positive Tourism approach is designed to be a touchstone for actionable change. It focuses on equipping the sector with the tools and insights needed to nurture and protect destinations upon which it depends.

The commitment of the Partnership to work towards "net positive for nature" draws on extensive consultation with experts from business, government, academia and civil society, including the International Union for Conservation of Nature (IUCN) and the World Commission on Protected Areas (WCPA).

The report, which follows the 2022 WTTC report "Nature Positive Travel & Tourism", includes practical frameworks and real-world examples that encourage both travel providers and travellers to embark on journeys that contribute to the conservation of our natural treasures.

Related links

• Download News Release on PDF
• Report “Nature Positive Travel & Tourism”
• UN Tourism Biodiversity
• Sustainable Hospitality Alliance

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10 simple rules for the Responsible Tourist

By: Author Stefania Guglielmi

Posted on Last updated: January 1, 2023

Categories Green Travel , Travel Tips

I probably don’t need to tell you why travelling is one of the most enriching experiences of life: we all need to understand though that travelling in a responsible way is possible, easy and doesn’t require any compromise. You might be wondering though, what you can do concretely, in your own small way, to be a responsible tourist anytime you travel.

Here it’s the answer: these are my personal 10 rules to follow before and during your travels .

1- Read, study, do your homework ! It doesn’t take much to be prepared when traveling: read a book, rent a travel guide at your city library or watch a documentary about the country you’re going to visit, then learn some basic words of the local language ( hello , please , thanks …trust me, people will thank your effort with huge smiles!) . Also, look online for the local tour-operators organizing excursions and day-trips, and go for one operating in a responsible way. On site, try and talk to some locals about the culture and the country traditions: you will treasure these encounters years later.

Photo by essentialtravel.co.uk

2- When possible, take a train or a bus rather than the plane . If you can’t, do you know that some airlines are more sustainable than others ? Here it’s a list you can consult before booking your plane. At destination, avoid as much as possible taxis and cars: local buses, bikes and simply walking are eco-sustainable transportation solutions, inexpensive and often more fulfilling.

Photo by Irunurun.com

3- Respect the environmen t and don’t destroy it: do not pick up ‘souvenirs’ from national parks, game reserves or archeological sites (in other words, don’t act like this tourist !!). Don’t abandon your garbage : keep it with you until you find a trash can and recycle, when possible.

4- Water is such a lacking resource in many parts of our planet: don’t waste it , always close the faucets. When you get out your hotel room, make sure you have switched off all of the lights and the air-conditioning.

5- Protect the fauna : don’t buy items or accessories manufactured with leathers, furs and animals’ parts. Don’t eat meat of endangered animals, even if it’s considered a local delicacy.

Photo by Susan Renee, Flickr

6- Respect the customs and local traditions : for example, in a conservative country dress adequately and if necessary cover your head. Recently in Morocco I found out that Berber women really appreciated me covering my head, and were more willing to talk to me. In the poorest countries, moreover, avoid showing off your wealth (avoid wearing watches, jewelry and designer bags).

7- Now more than ever ‘volontourism’ has become fashionable, especially among young travellers. To leave and help a far away community is a beautiful idea, but unfortunately there are companies profiting of this kind of tourism and of travellers with a big heart. It’s not uncommon for associations to ask volunteers thousands of dollars to participate in a program, and where does this money go? Not always to local communities. Then, how do I choose the right program? Check out the Ethical Volunteering Guide to help you choose the right program and website, and ask questions to the associations! If they are a serious company, they won’t have any problem giving you all kind of informations.

8- If your next destination is a third world country, with economical problems, you will be surrounded by children begging for money, and it will be difficult to say “no”: it may sound cruel, but avoid giving money to kids , because what for us might me a very small amount, will contribute to them leaving school. We all know how important is education! If you want to donate some money, do your research and donate through recognized humanitarian associations that will make sure your money will go to those more in need.

9- In developing countries it’s easy to feel you need to give a handout: better than this, though, is to contribute to the country’s economy by buying some gifts for friends and family: of course choose handmade goods made by local artisans!

10- During your travels, to near or far away countries, you will want to capture a moment or a smile with your camera. Do it, but always remember that locals aren’t animals in a zoo: before snapping the picture ask for permission .

Are you a responsible traveller? What are your personal rules to be one?

Stefania Guglielmi is the founder of Every Steph. Originally from Bologna, Italy, she's been traveling full-time since 2016 and has visited over 50 countries across 6 continents. She believes sustainable travel and luxury travel can go hand in hand and has been advocating for responsible tourism since 2014. Stefania's advice and travel experiences have been featured in important publications such as Business Insider, Refinery29, and Yahoo Money.

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Mark Lindstrom

Friday 6th of January 2023

If you really care about green tourism, then stop promoting activities like swimming with turtles and whale sharks. Any time there is a great concentration of wildlife (especially in the ocean) it means there is an imbalance in nature. The Akumal turtles are getting tumors from too many tourists. The whale shark industry is rent with abuse.

The other abuse is drones. It's disruptive and not green at all. It's selfish.

Hi Mark, I didn't know about the turtles in Akumal, I visited a few years ago and the situation at the time was OK for what I could see. I will research the topic and make any necessary edits to my content.

Regarding drones, I don't know where you read that drones affect wildlife. I'm yet to find an article that highlights this aspect - in fact, most associations say that the use of drones can help the environment in multiple ways. I personally only use a drone in areas where it's allowed by the law of the visiting countries. I wouldn't use a drone over a national park or a place where it was specifically not allowed (for example, over some hotels for privacy reasons):

Regarding the whale sharks, swimming with them is not inherently bad, I'm not sure why you have that idea. It can be absolutely done ethically by respecting the distances and by choosing the right tour operator. It's actually encouraging conservation by eliminating the illegal fishing that happened before the tourists arrived.

Tourism that involves wildlife is not necessarily bad - in fact, even some zoos can be ok. I only recommend tour operators taht actr in sustainable ways and respect the rules that were made to protect the environment. Would you say taht riding horses is unethical? What about camels? It's not black or white, it can be good or bad depending on how the animals are treated and respected.I suggest you research the topic a bit more.

7 Reasons Why Responsible Tourism is Better for Everyone

Tuesday 14th of March 2017

[…] we, as travelers, follow the rules of Responsible Tourism, we’ll go out of our way to support locally-owned businesses and […]

Wednesday 4th of March 2015

Here, instead of giving money to the kids (who are often offering a service like polishing shoes or selling peanuts), we buy them a snack. Share a cookie with them, offer a piece of mango, something they wouldn't normally get.

GiselleandCody

Tuesday 3rd of March 2015

#1 is a huge one for us. Just learning a few words in another language makes a huge difference. We shop locally as much as we can weather it's buying handicrafts/art or even buying groceries. It's important to spread your money out.

Sunday 1st of March 2015

Such a great post with so many true points.

For me, #1 and #6 are such important parts of travelling. When I visit a new country, I make sure I understand as best I can their culture to ensure that I do not cause offence while travelling - wearing head scarves in Indonesia, dressing respectfully at religious sites, not leaving chopsticks in my rice in Japan, not facing my feet towards people in Thailand. Its not difficult but some people just don't seem to understand the importance of respecting local culture and beliefs.

Related Expertise: Transportation and Logistics , Customer Demand

What Travel and Tourism Consumers Really Want—and Why

September 25, 2019  By  Jean Lee ,  Lara Koslow ,  Greg McRoskey ,  Pranay Jhunjhunwala , and  Jason Guggenheim

There has never been a better time to be a travel consumer, as new brands and innovative offerings continue to emerge all the time. But there has also never been a tougher time to be a travel executive—especially at incumbent companies. Those new offerings? They come from wave after wave of disruptive new entrants. In today’s environment, the traditional approach to understanding consumers—which focuses primarily on demographics and basic behaviors—no longer delivers the level of insight that companies need. Instead, companies need to understand what the underlying factors that influence a purchase decision are and how that decision can change, depending on a consumer’s context at the time of purchase and on the range of options available. Ultimately, companies will be in a better position to grow if they think less about what they’re trying to sell and more about what customers want to buy.

Over the past several years, companies in a number of other industries—most notably Identifying the Sources of Demand to Fuel Growth —have applied this approach, which we call demand-centric growth (DCG) . Increasingly, travel and tourism companies are using DCG to crack the code of a more dynamic market characterized by greatly expanded consumer choice. The concept has broad implications for new products and brands, loyalty programs, M&A, and other key areas of company strategy. For incumbent travel and tourism companies, it offers a clear way to address a tough market that is changing faster than they can.

Traditional Solutions No Longer Work

By most metrics, the travel industry is thriving overall and continues to grow, but the news is not all good. Supply has exploded, due to growth among incumbent companies and recent entrants that offer a wider set of options—some entirely new to the industry. In the cruise industry, supply will outpace demand within the next several years. In the lodging industry, Air­bnb and other shared-economy entrants have changed the rules of the game by putting private apartments and homes on the market, thereby reducing the demand for hotel rooms.

Established companies in all travel and tourism segments—airlines, cruise lines, and hotels—are struggling to tap into new growth or wrest market share away from competitors. They have tried various strategies, with little success so far. Here are some common examples:

• Choosing Quantity over Quality. Some companies have put near-term growth ahead of all other objectives, to the point where they can’t deliver a consistent experience.
• Overrelying on Unsustainable Advantages. Other companies have attempted to aggressively control supply—as when some airlines hold gate slots at airports in order to limit competition—giving themselves a high share of booking customers not because the customers prefer them but because the customers have no choice. It’s only a matter of time before regulations evolve and supply again increases to meet growing demand.
• Stretching the Brand Too Far. Still other companies try to be all things to all consumers—and end up being nothing to anyone because they lack a clear and differentiated position in the market. Think of a resort that offers guests a party scene but also touts family-friendly vacations. It’s hard to satisfy the full range of consumer preferences, especially conflicting ones. Companies that have tried to do so end up not being able to maintain any clear emotional connections to consumers.
• Joining the Race to the Bottom. It’s tempting to gain share by offering price discounts, but that game is expensive and difficult, and it is rarely sustainable. Price wars usually result in lose-lose outcomes—confusing customers and dissolving any nascent brand loyalty when brands inevitably try to recover by raising prices.

The common flaw in these strategies is that they lack a deep understanding of what consumers want, how their needs may vary from one occasion to another, and where they may look to meet their needs. (See Exhibit 1.) Often, customers have more options than companies think. For example, the Delta Shuttle connecting New York, Boston, Washington, and Chicago competes not just with other airlines but also with Amtrak. Airlines in Asia and Europe compete with high-speed rail lines. Cruise lines compete with each other and also with land-based vacations. A hotel company can no longer afford to focus exclu­sively on other hotels as its competition; it must also consider owner-rented homes as potential rivals. Evidently, the traditional frames of reference in travel and tourism are broken.

Clear Advantages from a New Approach: DCG

To understand how consumers make choices on the basis of their real-world frame of reference, companies need to look at customer behavior in a fundamentally new way. Specifically, they need to understand how demand can fuel growth, either by taking market share from competitors or by unlocking new sources of revenue. DCG establishes this broader considera­tion set by examining choices through the lens of demand versus supply. It takes into account the set of underlying consumer needs that companies may or may not be meeting despite the choices consumers make in response to available supply. In a supply-constrained world, for example, travelers flying from a hub city typically turn to the dominant airline—not because they want to, but because the airline’s more convenient flight schedules and connections effectively force them to. Finally, DCG appreciates that consumers’ needs and interests are not static, and it analyzes the unique circumstances that may drive travelers to make different decisions when planning different trips.

The DCG approach has several qualities that incumbent travel and tourism companies will find advantageous:

• Lasting. Unlike demographic-based marketing, DCG helps companies understand how and why individual consumers make their choices about travel, leading to a far more accurate and enduring picture of the market. At times, it can illuminate factors that even consumers themselves can’t articulate. The result is a much more sustainable approach to growth—one that is built on a simple yet comprehensive view of demand.
• Holistic . DCG looks at demand holistically, considering both existing and prospective customers, and both traditional and disruptive competitors. This encourages companies to devise a forward-looking growth strategy grounded not just in what is, but in what could or should be, shedding light on missed opportunities and potential white spaces in the market. In addition, by replacing a traditional brand-based market perspective with an outside-in approach, DCG provides an objective, customer-centric view of where a company stands relative to its competitors.
• Quantifiable. DCG helps companies quantify the opportunities that potential initiatives present, by assessing latent demand and competitive inten­sity. Only through this lens can com­panies understand their potential share of a consumer’s wallet and begin to shape a winning, customer-centric strategy. (See the sidebar “IHG’s New Hotel Brand Addresses an Unmet Need Among Budget-Conscious Travelers.”) By describing the opportunity in terms of actual numbers, DCG brings science to the art.

IHG’s New Hotel Brand Addresses an Unmet Need Among Budget-Conscious Travelers

IHG, the parent company of such hotel brands as InterContinental Hotels & Resorts, Kimpton Hotels & Restaurants, Crowne Plaza Hotels & Resorts, and Holiday Inn Express, was looking for new growth in a portfolio that was already strong. Management was concerned about being fully saturated in the company’s largest markets. It used demand-centric growth to identify a clear unmet need among hotel customers: a mass offering that provided reliable quality in the form of a great night’s sleep in a clean, well-designed room at a fair price. (Current alternatives in the market were either at a price point higher than consumers desired for this type of travel or very unreliable in terms of quality and consistency.)

IHG repositioned its existing brands and offerings to minimize overlap, and then invested in the new hotel brand, which it called avid hotels. Key features include: rooms designed for sound sleep, featuring a “best in class” mattress and sleep experience; high-quality, complimentary grab-and-go breakfast with 24/7 bean-to-cup coffee; and public spaces with fresh, modern designs. This brand is designed for travelers who want a hotel stay that finally meets their expectations for the type of hospitality they value most—the basics done exceptionally well—at a per-night rate expected to be about $10 to $15 less than IHG’s industry-leading Holiday Inn Express brand.

IHG launched the new avid hotels brand in September 2017, less than a year after the start of brand development—an accelerated pace in the hotel industry. Today, there are over 170 executed licenses with franchisees to build and open hotels across the US, Canada, and Mexico, and IHG recently announced plans to expand to Germany. Credit Suisse described avid hotels as the “most significant addition to IHG’s brand stable in over 25 years” and upgraded the stock to “outperform” as a result.

• Foundational.  Establishing a baseline understanding of demand gives com­panies a north star and a common language to use in aligning the entire organization. It is not just a consumer strategy but a company strategy. After assessing the demand landscape and analyzing sales volume and brand fit, management might decide to launch a new route or a new service offering, acquire a competitor that has a stronger position relative to that target, or shift investment to areas where a brand may be vulnerable to attack. (See Exhibit 2.) Every touch point in the customer journey should reinforce the brand’s positioning. And the company should align every one of its internal aspects and functions—from pricing to sales and marketing to capacity planning to organizational structure—to execute the strategy successfully.

• Transformational. Finally, DCG helps companies assemble portfolios of complementary brands. As a result, they can determine what the right M&A strategy is, whether to launch a new brand, or how to design their loyalty program. (See the sidebar “Alaska Airlines Integrates a Customer-Centric Merger.”) 

Alaska Airlines Integrates a Customer-Centric Merger

After Alaska Airlines’ parent company bought Virgin America in 2016, it faced some key questions about the post­merger organization. Should it keep Virgin’s brand (licensed from Sir Richard Branson’s Virgin Group) or operate under the 85-year-old Alaska Airlines brand? Should it strive to become a nationally relevant brand or stay focused on the West Coast, where Alaska and Virgin America were both well known? And how should it position the brand vis-à-vis the competition? The stakes were high: the $2.6 billion Virgin America acquisition was costly in relation to Alaska Air Group’s market cap of about $10 billion. As a company that has always centered around the customer, Alaska knew that it couldn’t make these decisions in the boardroom alone. Management needed to understand its customers.

The Alaska management team used demand-centric growth to identify several key insights. First, a deep customer analysis showed that Alaska had industry-­leading customer retention and loyalty once customers got to know the brand, whereas Virgin America was stronger in customer acquisition but somewhat less sustainable long-term. (Virgin America did appeal strongly to some customers, but they were a relatively narrow segment overall.) That led Alaska to announce that the Virgin America brand would be phased out over time; the distinctive red and white aircraft would eventually all display Alaska’s smiling Eskimo. In terms of the route network, Alaska had very strong brand affinity among West Coast travelers, and its customers cared deeply about route coverage in those markets. Armed with these insights, the company ran some economic simulations that pointed to a clear answer: focus on the West Coast.

Second, the company looked at the landscape of demand and implemented a new customer strategy centered on the concepts “feel good” and “refreshed”—a differentiating positioning that leverages the strength of both the Alaska Airlines and the Virgin America brands while balancing what existing customers already love with areas for potential innovation.

To activate this strategy, after conducting a robust conjoint analysis with target customers, the company rolled out a campaign with the slogan “Different Works” and reprioritized investments into experiential aspects that airline customers truly care about: feeling good and refreshed. Elements of the campaign included everything from new loyalty policies to bolder entertainment investments to music in airport ticketing and check-in areas. The company also empowered employees to ensure that customer interactions were positive, caring, and true to Alaska’s core.

In 2018 Alaska Airlines—the only legacy US carrier to have avoided bankruptcy throughout its 85-year history—ranked highest in the J.D. Power survey of customer satisfaction among traditional carriers for the 11th consecutive year.

It can also give companies critical guidance on the optimal way to enter a new market. The approach goes beyond assessing the performance of individual brands to show how a portfolio fits together. When brands within a portfolio lack differentiation from one another, parent companies risk confusing customers and cannibalizing sales. (See Exhibit 3.) At the same time, portfolio companies often miss out on clearly identifiable white-space opportunities. Brands compete internally for resources, too, and misaligned incentives often exacerbate disputes. A demand-centric growth approach sets up brands to compete together, rather than against each other.

The travel and tourism industry is ripe for customer-focused innovation—and so far, new entrants are getting there faster. As choices proliferate and consumer behavior becomes more complex, traditional demographic-based marketing will no longer suffice. Incumbent companies can continue to focus on price or supply, and suffer disruption from new entrants, or they can start taking steps to become more customer-centric, starting with developing a better understanding of what truly drives their customers’ decisions. Demand-centric growth provides a foundation for that understanding by clarifying what consumers want at the moment of purchase—and why.

Partner & Director, Customer Centricity

Managing Director & Senior Partner

Partner & Associate Director

Los Angeles

Managing Director & Senior Partner, Travel & Tourism Global Leader

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Cape Town Means Business highlights the progress made by startups, entrepreneurs and small to medium enterprises in the Western Cape with the aim of sharing knowledge. The Cape Town Means Business podcast is about learning from industry leaders so that you can grow your business.

Cape Town Means Business Sean Loots Media

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A Tale of Two Port Cities. Mr Tamer Taskin Consul General of South Africa in Izmir Turkey

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Unveiling the Secrets of MICE Tourism and Business Travel Trends with Nick Nagle from IBTM

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Russia’s Putin Replaces Defense Minister in Security Shake-Up

R ussian President Vladimir Putin on Sunday replaced his defense minister Sergei Shoigu, a longtime ally, nominating an economist to take his place in the most substantial shake-up to the military’s command structure since Moscow launched its war on Ukraine in February 2022.

In a decree published Sunday, Putin nominated Andrei Belousov, a former deputy prime minister who specializes in economics to replace Shoigu, who in turn was named as the new secretary of the Security Council, a post until now held by Nikolai Patrushev.

The elevation of an economist to lead Russia’s defense ministry signals the extent to which the war has become central to Russia’s economic paradigm. The Russian parliament was expected to approve of Putin’s appointments this week.

Shoigu, who has served as defense minister since 2012, has faced increasing scrutiny since Moscow launched its war on Ukraine, most recently last month when one of his stalwart allies Timur Ivanov, a deputy defense minister responsible for construction projects, was arrested on bribery charges for allegedly receiving payoffs in the course of processing defense contracts, according to the country’s Investigative Committee.

Critics inside the Russian military have also blamed Shoigu, who has never been a professional soldier but holds the rank of general of the army, for failing to prepare the Russian Armed Forces for the war in Ukraine. His initial strategy to quickly topple the Ukrainian government and take Kyiv with minimal losses failed.

While Russia’s defense ministry has only once provided a public accounting of the number of its soldiers killed in Ukraine and put that tally at 5,937, the U.S. estimates that more than 300,000 Russian troops have been wounded or killed.

Shifting Shoigu to National Security Council chairman could be viewed as a demotion, but it doesn’t mean Shoigu is completely out of the picture, Kremlin analysts said.

“In Russian government today, what matters is proximity to Putin, not official rank,” Konstantin Sonin, an expert on Russian politics at the University of Chicago, said in a written message. Patrushev, who was replaced by Shoigu, was “very influential because of this proximity and Shoigu will be as well,” he added.

Dmitry Peskov, a spokesman for the Kremlin, said Patrushev would be moving to another job and his new role would be announced in the coming days.

“Putin is caught in an impossible dilemma,” Sonin said.

“He needs changes if he wants to win the war,” Sonin added. “But he has always been extremely cautious about bringing people with either charisma or their own political base into important offices.”

Belousov, Shoigu’s successor, is also a loyalist, but not someone who could overshadow Putin, analysts said. He is known for advocating increased government intervention in the economy and has worked closely with Putin for years, including as his economic adviser and most recently as deputy prime minister in charge of economic development.

Last year, Shoigu was a key target of an aborted coup led by paramilitary Wagner group leader Yevgeny Prigozhin, who demanded the defense minister’s removal. Prigozhin was subsequently killed when the plane he was flying in mysteriously crashed.

Belousov is known for advocating increased government intervention in the economy.

Military spending, which has surged to over 6% of gross domestic product this year, up from 2.6% before the war, has fueled much of the country’s economic growth, helping it weather the impact of Western sanctions. Factories producing shells and tanks have been working in multiple shifts to cope, boosting employment and wages.

“The appointment tells us that defense expenses won’t shrink,” said Alexandra Prokopenko, a fellow at the Carnegie Russia Eurasia Center think tank and a former employee of Russia’s central bank. “Belousov is a fan of military Keynesianism.”

“He believes in the supremacy of the government in the economy, government first, then business,” she said.

Peskov, the Kremlin spokesman, said on Sunday that Russia was approaching a similar situation to that of the mid-1980s Soviet Union, where military and law-enforcement spending ballooned. That is why Putin sought a civilian with economic expertise for the defense minister role, Russia’s state news agency TASS cited Peskov as saying.

“Today, the winner on the battlefield is the one who is more open to innovation, more open to implementation as quickly as possible,” he said.

Belousov has previously said that a war economy is a component of a larger societal shift toward a militarized structure where the state holds absolute authority, and individual interests are subservient to its needs.

“There is a concept of a mobilization society, and a mobilization economy is part of a mobilization society,” he said in 2022, according to TASS.

With the Kremlin determined to continue fighting in Ukraine “the defense ministry is going to have to be more economically efficient than it has been in the past, to put it mildly.” said Thomas Graham, a distinguished fellow at the Council on Foreign Relations. “There’s a corruption issue that has to be dealt with, and bringing someone from the outside who isn’t really tied to the military is maybe an indication that’s exactly what Putin wants to do.”

The last civilian head of Russia’s defense ministry, Anatoly Serdyukov, was also brought in to make the establishment more efficient in 2007, but was ultimately ousted by corruption allegations five years later.

Alan Cullison contributed to this article.

Write to Ann M. Simmons at [email protected] and Georgi Kantchev at [email protected]