Op-Ed: ‘Momentum around sustainability is building’ – Tom Jenkins, ETOA

Tom Jenkins

CEO, European Tourism Association (ETOA)

It is a problem everywhere agreed that climate change is happening, and that human behaviour is the cause. Disasters in the medieval world were put down to mankind’s wickedness prompting divine vengeance; our recklessness is the cause of floods, fires, storms and widespread environmental degradation.

Then monarchs erected cathedrals and embellished shrines, now a new King is a leading climate activist.

“I think we’re going to find, with climate change and everything else.. that things are going to become very complicated.” Charles III is, understandably, an advocate for top-down initiatives. “Business is recognizing the role it can play in combatting climate change. Thank God, is all I can say, for there is a desperately urgent need for business to play that role”.

This urgency is being met with widespread support across industries. Corporate giants are lining up to commit to reduce their carbon footprint.

ETOA was one of the first Associations to accept the existence of a climate emergency, adopted climate action plan and has urged its members to do likewise.

Members have incorporated sustainability as a central part of their ESG stance. Companies, broadly, want to help and be seen to help; momentum in this area is real and growing.

How far this is relevant to clients?

According to MMGY Global, US travellers are “64% influenced by a destination’s reputation for sustainable tourism”. This ranked below (in order) “somewhere I haven’t been”, security, weather, “a good deal”, convenience, budget, COVID safety, input from co-travellers and any special events.

In a USTOA survey of 2022, 44% of those surveyed said that a travel provider’s focus on sustainability had some influence on their decision to book; this means that a majority felt it had no influence at all.

There are indications that sustainability is more important for younger consumers, so can be labelled a growing trend. But – for now – in terms of investment it appears that climate responsibility is a lower priority marketing target.

This is the US market, but it has relevance elsewhere. If the purpose of marketing to assist sales, flashing your climate credentials seems beside the point. You may wish to do so because you want to prove that you are “good” in this area, because you want to be seen to be targeting the “right” visitors or because you feel this is a cause that rises above immediate commercial return. These motives are valid; they are not sales.

It is customers who will continue to determine the market. They will go where they want and behave as they choose. They are no better behaved on holiday than they are at home. Holidays hold out the prospect of fun: activities that those who stay at home cannot experience, afford or is banned. Few destinations have thrived by marketing virtue, many do so by offering the opposite.

The industry has to lead in this area.

Ecological and climate responsibility will become a central factor contracting. Broader discussions must take place on the comparative virtues of group versus FIT, city tourism as opposed to rural, rail as opposed to road.

The need to address and offset the impact of air is being addressed. All this is happening, and will do so with ever greater urgency.

We will surely reach a point where it will seem aberrant for a company not to be active in this area. But – rather like a medieval cathedral – it will be top-down piety. Tourism will never better than the society it serves.