The world is waking up to the environmental, social, and economic impacts of mass tourism. Many cities are struggling with overcrowding. Bangkok, Paris, and London each had over 10 million international visitors in 2023. This means waste and pollution, which can spoil the tourist experience and harm local residents. By focusing on sustainable tourism, cities can be more attractive destinations without sacrificing economic benefits and improve the quality of life for residents.
WTTC says tourism can generate $1.2 trillion by 2030 if managed sustainably. That’s a big motivation for all the existing and emerging tourist destinations to go green. Travelers are more open to this change, and the ecotourism industry has a global market size of 172.4 billion U.S. dollars.
Initiatives by Cities for Sustainable Tourism
According to a recent report by the World Travel & Tourism Council (WTTC), 63 cities were studied across 75 indicators to measure their readiness for sustainable tourism growth. Several cities have already started to implement successful sustainable tourism initiatives. Some of these with noteworthy efforts and achievements are:
1. Bhutan’s High-Value, Low-Impact Tourism Policy
Bhutan is a great example of sustainable tourism in a developing country. The government has a “High-Value, Low-Impact” tourism policy, where they charge a minimum daily fee to tourists to control the number of visitors and fund conservation.
This policy helps protect Bhutan’s rich cultural heritage and pristine environment and contributes to the country’s economic growth. Tourism contributes significantly to the country’s Gross National Happiness (GNH) philosophy, which prioritizes sustainable development.
2. Singapore: A Zero-Waste Approach
Singapore is another leader in sustainable tourism with its Zero Waste Masterplan, to reduce waste-to-landfill by 30% by 2030. Tourism is part of this plan, where the government is working closely with hotels, attractions and restaurants to reduce waste generation.
According to Singapore’s National Environment Agency (NEA), the city recycled 52% of its total waste in 2023. Sustainable tourism efforts include promoting eco-friendly accommodations and green building certifications for hotels, as well as encouraging tourists to reduce their plastic usage and engage in responsible travel activities.
3. Kenya’s Maasai Mara Conservancies
In Kenya, the Maasai Mara conservancies offer an excellent example of community-based sustainable tourism. Local Maasai communities lease their land to private tourism operators, enabling them to benefit economically from wildlife tourism while preserving natural habitats.
The initiative provides income for local communities and enhances wildlife conservation. The conservancies help protect wildlife habitats by limiting human activities like farming and settlement within designated areas. This ensures that key species like lions, elephants, and cheetahs thrive in a natural environment. The protection of these areas helps reduce habitat degradation and prevents poaching.
4. Ecuador’s Galápagos Islands Conservation Efforts
The Galápagos Islands are a world-renowned eco-tourism destination known for their unique biodiversity. Ecuador has implemented strict conservation measures to protect the islands, including limiting tourist numbers and enforcing sustainable travel practices.
Entry fees from tourists fund conservation projects, and eco-friendly accommodations reduce environmental impact. The Galápagos Islands’ approach to tourism helps preserve its delicate ecosystems while providing economic benefits to the local population.
5. European Commission's Smart Tourism Capitals initiative
The initiative launched by the European Union recognizes and promotes cities that excel in adopting innovative, sustainable tourism practices. Each year, a winner is announced. In 2024, Dublin was named the European Capital of Smart Tourism, while Grosseto (Italy) was named the 2024 European Green Pioneer of Smart Tourism. Cities are incentivized to implement eco-friendly practices that reduce carbon emissions and conserve resources. The initiative creates a platform for cities to exchange insights on what worked and learn from each other's successes and challenges.
What to Expect by 2030
Moving towards sustainable tourism is no longer a choice but a necessity for global destinations. By 2030, cities that take proactive steps towards sustainable tourism will be better off in an eco-friendly world. As travelers become more eco-aware, demand for green travel will keep rising.
Cities like Copenhagen, Singapore, and New York are leading the charge, but many others must follow suit. But the road ahead requires government, business and traveler collaboration collectively. To rebuild sustainably, cities need to look at the big picture, considering all factors and including everyone involved.
