World Travel Market in London spotlights global tourism leaders uniting on sustainability, showcasing tech-driven solutions to reduce emissions and combat overtourism.
Industry standardization and government support emerged as central themes during the session, “The Collaborative Journey to Net Positive Tourism,” at the World Travel Market in London.
André Russ, vice president, business development and sales for EarthCheck said the industry needed to “take some decisive action on how we actually refine what is travel.”
Expanding on the theme, Jessica Matthias, Global Sustainability Director at technology company Sabre, highlighted that visitor numbers have traditionally served as a benchmark for success.
“We need to shift that narrative to look at how we are managing visitor impact. We need consistency on goals,” she said, adding there was “huge potential for technology to facilitate good travel.”
Sabre has already developed a Travel Impact Model that displays comparative average emissions figures, enabling travelers to make more informed choices between similar flights. The company hopes this tool will set a new industry standard.
Technology’s role in sustainability was further emphasized by Peter Krueger, Chief Strategy Officer and CEO of Holiday Experiences for TUI Group. He shared the success of introducing solar panels across TUI’s hotels in Turkey, which not only reduced emissions but also significantly lowered energy costs—from 12-15 cents per hour to 7 cents.
He pointed out the group had secured government buy in for permission to erect the solar panels and hook them up to the grid. Of the more global picture he commented: “What is holding us back right now is destination governments.”
As a member of the Travalyst coalition, Sabre collaborates with other travel companies, including competitors, to introduce consistent and impactful sustainability practices across the industry. Matthias emphasized that engaging with destination governments remains the top priority.
The session highlighted various existing destination initiatives, such as the Japan National Tourism Organisation’s approach to sharing successful community tourism strategies to inspire other regions. They have also implemented technology that allows tourists to check real-time crowd levels at popular sites and connect interested visitors with farm-based voluntourism opportunities.
Additionally, the Ras Al Khaimah Tourism Development Authority shared how a cross-border partnership has allowed it to encourage visitors to explore neighboring areas during peak times, effectively managing overtourism.
Through an EarthCheck partnership that awarded the destination silver certification, Ras Al Khaimah has also learned strategies to achieve a significant reduction in food waste across its hotels.
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