More than three quarters (76%) of respondents to a recent Tourism Update poll said they did not change their marketing of sustainability efforts in response to new European Union (EU) regulations.
Against this backdrop, UN Tourism is developing an environmental, social and governance (ESG) framework for tourism businesses to help standardise how tourism companies measure and report their sustainability performance. The framework will aim to provide a common reference point for businesses while improving the comparability of ESG reporting across the sector.
The project is focused on establishing core measurement themes and indicators, engaging with key stakeholders and launching an ESG task team.
Juan Antonio Gomez, Senior Project Specialist in the Innovation, Education and Investments Department at UN Tourism, spoke to Tourism Update at the recent South Africa’s Tourism Investment Summit about the challenge of translating the framework into practical action, particularly for local suppliers.
“The challenge of this project is translating all the theory, which is beautiful, into real implementation for the people who are really making tourism happen: the people on the ground.”
Gomez said the framework could help tour operators assess the sustainability performance of their suppliers, including hotels, lodges and activity providers.
However, he added, its potential impact extends beyond the measurement and reporting of ESG performance.
“It’s about getting communities and investors involved and making them see it’s not a matter of forcing them to follow any regulations. It’s for their own sake.”
Gomez views the EU’s sustainability rules as part of a broader shift towards greater environmental awareness among consumers. He said tourism businesses need to recognise that sustainability is not simply a regulatory requirement or a marketing consideration.
“If you look at the numbers and ask travellers whether they favour places that take environmental responsibility seriously, it’s a very high percentage. The regulations aren’t just about the environmental aspect; we’re seeing people, particularly travellers, becoming more environmentally conscious.”
Nevertheless, Gomez acknowledged that businesses could be sceptical of yet another sustainability initiative, particularly when the benefits of reporting requirements are not always clear.
“I don’t blame businesses for not trusting the whole process. We’ve been going on about this for a long time and it often comes off as a marketing exercise. People are hearing a lot of talk and little action.”
He said international organisations such as UN Tourism, along with governments and the wider public sector, have a responsibility to demonstrate the practical benefits of ESG measures and help businesses incorporate them into their day-to-day operations.