Sustainability a transformative force’

Citing sustainability as the ‘driving force’ for the hospitality sector, Pradeep Shetty, President, FHRAI, urges stakeholders to offer pro-planet solutions. There is a need for large-scale behavioural changes among tourists and service providers to develop ecological consciousness, he suggests.

Lipla Negi

Voicing a unanimous call for sustainable and responsible tourism, FHRAI’s ‘Travel For Life Sustainable Tourism Summit 2024’ set the ball rolling for a joint effort to position India as the leading destination in sustainable tourism. Addressing the summit, Pradeep Shetty, President, FHRAI, said that sustainability is a “transformative force” and there is a need for large-scale behavioural changes among tourists and service providers to develop ecological consciousness. “Sustainability in the hospitality industry holds paramount importance, as it aligns with global trends, ethical considerations, and long-term business viability,” he said in his welcome address at the event.

A green epicentre

With discerning travellers and hospitality consumers increasingly inclined to support businesses that prioritise sustainability, it’s a point well taken now that hospitality’s growth trajectory will run parallel with sustainability. Conceptualised on the basis of core principles of the Travel For LiFE initiative by the Ministry of Tourism, the summit stressed upon the role of the hospitality sector in instilling eco-friendly habits among travellers. “The Federation shall adopt it as our mission to herald a paradigm shift in the tourism and hospitality sector in India through an enhanced focus on adopting sustainable practices, including climate action, energy and appliances efficiency, plastic reduction, biodiversity, and efficient consumption,” he said.

A collective effort

The summit was jointly orgranised by three apex industry associations – The Hotel Association of India, PHD Chamber of Commerce and Industry and the Federation of Hotel & Restaurant Associations of India. Among the cohort of sustainability advocates were Yugal Joshi, Mission Director, LiFE & Adviser, Water, Land Resources and Communication, NITI Aayog, Government of India, Anil Chadha, Chief Executive Officer, ITC Hotels and Executive Committee Member, Hotel Association of India (HAI), Suruchi Mittar, Vice President, Business Strategy, Invest India, Aalap Bansal, Partner, KPMG and Nirav Gandhi, Honorary Secretary, FHRAI.

It also received support from Niti Aayog, Invest India, Department of Tourism, Government of Rajasthan, Sustainable Hospitality Alliance (UK) and KPMG as the Knowledge Partner, which also unveiled a detailed report on ‘Reimagining India’s sustainable tourism evolution’ at the event. As per the report, the sustainable tourism market size in India is anticipated to reach US $151.88 million by 2032, registering a CAGR of 19.3 per cent. From the dais, Shetty also announced FHRAI’s 54th Annual Convention, scheduled to be from 16-18
October in Goa.