TravTalk India Online Magazine
Do you think curating a trip comprising sustainable products is a costly indulgence reserved for a select few? No, says Pavnesh Kumar, Director – Sustainability & Research, Pacific Asia Travel Association (PATA). In an interview with TRAVTALK, Kumar explains why sustainable tourism is not a luxury or niche segment but a necessity.
Amita Pandey
The Pacific Asia Travel Association (PATA) has unwavering commitment to sustainability. Emphasising the association’s commitment towards sustainability, Pavnesh Kumar, Director – Sustainability & Research, PATA, said, “Our focus goes beyond workshops and sessions. It is about sharing knowledge, best practices, case studies, and fostering dialogues on tourism’s challenges and opportunities, all while building capacity.”
Highlighting the association’s key initiatives, Kumar revealed, “Three years ago, we launched the Tourism Destination Resilience (TDR) programme, recognising resilience as the bedrock of sustainability. Initially, we trained policymakers and decision-makers. By 2023, we expanded TDR to include SMEs, which form about 80 per cent of the tourism industry.”
He further added, “Our Sustainability Resource Centre, an online repository with over 110 courses, research articles, attracts visitors from more than 150 countries. Through TDR alone, we have issued over 8,000 certificates, trained more than 340 industry professionals in person, and reached over 30,000 participants via online workshops.”
Is sustainability a luxury?
As sustainability takes centre stage in tourism discussions, a common misconception persists among travellers and travel agents that eco-friendly options are a costly indulgence reserved for a select few. Dispelling the myth Kumar said, “Sustainability is not a luxury. It is a necessity for the planet, industry, and destinations. In fact, in a long run, it will become more and more accessible. We just need to understand who all are players in the tourism value chain and how we can empower them.”
Sustainable tourism’s role
Emphasising on the economic power of sustainable tourism, Kumar said, “The tourism sector contributed over US$10 trillion last year, with sustainability accounting for more than US$3 trillion—a significant jump from US$2.5 trillion in 2022. This figure is projected to soar to US$7 trillion by 2031. Currently driving nearly 30 per cent of the sector’s value, sustainability is poised to play an even larger role. Apparently, investing in sustainable tourism is not just a choice; it is a strategic imperative for every destination. We also need to understand that tourism exists because destinations exist.”
Market size
Delving into the market dynamics of sustainable tourism, Kumar highlighted some fascinating insights. “According to SkyQuest, Germany currently leads as the largest market, while China and India are the fastest growing. A 2023 report by Booking.com focusing on the APAC region reveals a strong willingness among travellers from Japan (79 per cent), Hong Kong (76 per cent), and Taiwan (75 per cent) to spend equally or more on sustainable options. However, the frontrunners are India (86 per cent), Vietnam (80 per cent), and China (75 per cent),” he said.
Profit to business
Kumar said reducing operational costs not only preserves valuable resources but also enhances industry savings. This, in turn, paves the way for more affordable pricing across offerings, including sustainable products. As a result, sustainable tourism has the potential to shed its niche status and become a choice for travellers.
Addressing overtourism
Stressing that the concept of overtourism is a misnomer, Kumar held that what truly exists is either mass tourism or poorly managed tourism. He emphasised that addressing physical and social capacities is key to sustainable tourism management.
