Measuring success the wrong way?

As the travel and tourism industry embarks on the path to recovery, the focus on responsible and sustainable practices has become paramount. In a recent panel discussion hosted by PATA in Nepal, challenges and opportunities for responsible tourism were brought forward by the industry leaders.

TT Bureau

The path to a responsible tourism industry presents both challenges and opportunities. The insights shared by industry leaders highlight the importance of measuring success beyond arrival numbers and emphasizing the well-being of local communities and the environment. Through initiatives like community-based tourism, infrastructure development, and responsible practices, destinations like Nepal, the Maldives, Ras Al Khaimah, and Azerbaijan are demonstrating their commitment to sustainable growth. By embracing responsibility across various sectors and influencing policy-making, the industry can contribute to a more sustainable and fulfilling travel experience for all.

Rethinking measures of success

Dr. Dhananjay Regmi, CEO, Nepal Tourism Board, emphasizes the need to redefine how success in tourism is measured. Rather than solely focusing on arrival numbers, he suggests considering the standard of living for local communities and the state of the environment. Nepal has long embraced sustainability, with initiatives such as Tourism for the Rural Coordination and the preservation of ethnic group cultures through homestays. “The country has also made significant efforts in protecting national parks and increasing tiger populations. It is important to find sustainable solutions to keep fragile environments free from pollution and encourage responsible behaviour from locals and tourists,” he adds.

The accessible & sustainable vision

Dr. Abdulla Mausoom, Minister of Tourism, Maldives, shares the Maldives’ commitment to becoming the world’s leading sustainable tourism destination. “The Maldives’ fifth master plan focuses on accessibility for all, including people with special needs and seniors, while ensuring the benefits of tourism reach the local population and protect ecosystems,” he explains. The country is investing in infrastructure development across its islands, providing essential services like water, electricity, and internet access on all islands. Dr. Mausoom highlights the shift towards community-based tourism, with 118 out of 185 islands already engaged in tourism activities.

Supporting community & financial growth

Raki Phillips, CEO, Ras Al Khaimah Tourism Development Authority (RAKTDA), discusses Ras Al Khaimah’s ambitious goal of becoming the Middle East’s most sustainable destination by 2025. “Rather than solely pursuing sustainability, we must emphasize the importance of responsible tourism, which encompasses environmental, cultural, and economic responsibility,” he mentions.

Ras Al Khaimah has partnered with Earth Check to develop a roadmap towards sustainability and has gained commitments from 30 corporate companies. By focusing on responsible practices, the destination aims to benefit the community while supporting financial growth for businesses.

Quality and responsibility

Florian Sengstschmid, CEO, Azerbaijan Tourism Board, highlights Azerbaijan’s vision of resilient growth, emphasizing the significance of quality over quantity. “The destination aims to leverage its assets and enhance capacities to create a competitive advantage, while acknowledging that sustainability and responsibility encompass various verticals beyond tourism,” he says.

Sengstschmid believes the industry can contribute by raising awareness, influencing policy-making, and shaping the tourist experience. Azerbaijan is implementing projects focused on local travel, such as hiking and bird watching, to foster responsible practices and enrich visitor experiences.