Recently, there has been a growing interest in “sustainable tourism” as a travel style, but there is often a gap between local businesses and tourists in terms of what sustainable tourism actually is. Understanding these differences and improving transparency and communication can increase visitor satisfaction and lead to a better outcome for businesses and the local community.
In this article:
Why now?
“Sustainable” has evolved from “eco”
Existing initiatives
Bridging the information gap
The international perspective
Seeking authenticity in travel experiences
Why now?
The COVID-19 pandemic changed attitudes and travel requirements among inbound tourists. Taking an international trip is no longer a casual decision, or an opportunity to tick off a list of famous tourist sites. It now comes with a sense of risk and as a result, visitors are seeking more authentic experiences. Coupled with an increasing awareness of the environmental impact travel can have, they’re also seeking more sustainable ways to travel and engage with local communities.
“Sustainable” has evolved from “eco”
Accommodations and facilities have been striving to reduce environmental impact for several years, through initiatives such as reducing daily changing of bed linen and towels, and reducing the use of plastics and paper. Sustainable tourism takes the idea further, to create more authentic experiences while taking into account the natural environment, and protecting local culture and traditions. It looks to the future of the destination, meets the needs of both tourists and residents, and builds a sustainable cycle that gives back to the local community and leads to economic growth while minimizing or (ideally) eliminating negative impacts.
Accommodation facilities can prioritize using locally produced materials for their interiors, food and amenities, and in doing so, support communities and reduce environmental impact. Tourist attractions that set limits on daily visitor numbers can attract more conscious visitors, while helping to conserve the natural environment and the community. Communicating these initiatives adds value to travel, and increases demand from this sector of conscious visitor, who also tend to spend more time and money at the destination.
Existing initiatives
Simple policies that support sustainable tourism are already widespread. For example, facilities that offer discounts for weekday use (or discounts for staying consecutive nights in a hotel, or reduced entrance fees to attractions for off peak use) lead to a reduction in congestion on weekends or key holidays, and attract more visitors at off peak times. These measures can help generate a more stable income for the facility itself while reducing the impact on the local community.
Bridging the information gap
Sustainable tourism is a well-known travel trend overseas, but awareness of the concept in Japan is still lagging. According to a Booking.com survey in 2021, 81% of international tourists said they would like to stay in a sustainable accommodation, while only 36% of Japanese tourists said the same, likely because they are not familiar with the term ‘sustainable tourism’. By actively promoting these initiatives and creating better materials to inform, visitors – both international and local – can deepen their knowledge of the local area and feel that they are contributing to giving back to the destination. This “feel good” factor boosts the perceived value and satisfaction around local experiences.
The international perspective
According to the survey by Booking.com, more than two thirds of international tourists said they would like to see the benefits generated by the tourism industry also contribute to local communities. Around 40% of respondents want to support local communities and economies by being mindful of their travel choices. Tourists are becoming more aware of the need to protect and maintain the resources of their destinations.
Seeking authenticity in travel experiences
Travelers want more from their travel experience than just sightseeing. There is a growing demand for experiences and authenticity. Travel decisions are made on the basis of the perceived quality and background of the destination, with demand for experiences that are specific to that region, even if they cost a little more. In many cases, sustainable tourism requires more time and budget of the traveler, but promises a more immersive and meaningful experience.
According to the Expedia Sustainable Travel Study 2022, 50% of international travelers would pay more for sustainable travel options, and 74% would ‘choose destinations and accommodation that support local communities and cultures’. At the same time, however, many people feel the burden of planning such trips because there is a lack of information on ‘sustainable tourism.’ Respondents said they want information from reliable sources, such as official destination websites.
With its national parks, pristine nature, high-quality hiking and cycling trails, hot springs and fascinating culture, Japan has the foundations in place to offer tourists a highly satisfying ‘sustainable tourism’ experience. By developing a roadmap of sustainability goals and sharing information about these initiatives in the right way, communities and businesses can open up even greater opportunities that benefit all.