by Jen Mallia
Last updated: 8:00 AM ET, Fri January 24, 2025
TravelPulse Canada was on the scene at the IMM TravMedia Summit, a day of learning and connecting for travel media, travel brands and suppliers, and destination marketing organizations (DMOs).
Representatives from Flight Centre Travel Group, The Overview Effect, Luxury Lodges of Australia and Havila Voyages took to the stage to discuss sustainable travel as it is now and how it could be in the future, including addressing the problem of overtourism.
“Infinite growth is not possible, and we have to figure out how to keep the sector thriving. It has to be profitable, and it has to be sustainable,” Penny Rafferty, CEO Luxury Lodges of Australia said. “So destinations have to really look at how they are going to manage access, capacity, flow of visitors, in a way that spreads sustainably across their destination.” She expressed concern that overpromoting “hidden gems” in an attempt to move attention from destinations that are heavily touristed will only shift the problem, rather than solve it.
More than reducing emissions
Havila Voyages Chief Communications and Sustainability Officer, Lasse Vangstein, elaborated on what sustainable travel can be, “Sustainability is not just reducing emissions or having less food waste. Sustainability is also creating value and creating jobs in small local communities. These small local communities, they can have some more visitors, and you will also learn something from them, there’s a cultural exchange.”
Amra Durakovic, Head of PR and Communications, Canada for Flight Centre Travel Group, pointed out the importance of educating travellers on aspects of sustainability. She gave an example of a trip one of their advisors recently costed out. They found a savings for the client of 15% on flights and hotel by moving the travel dates from peak summer season to October. “Not only would you be saving money when you travel off season,” she said, “but you're also taking the [peak season] strain off of those local communities and dispersing our travel dollars more, locally and across different times of year.”
Travelling for good
Evolving motivation for travel was highlighted by members of the panel, particularly the preferences demonstrated by Gen Z for eco-travel. Cristina Calvo, CEO and Founder, Overview Effect, held up the example of Costa Rica, where she works with a tour operator. 30% of the country is made up of national parks and protected areas, which attract visitors who are looking for a retreat in nature, creating an industry based on eco-travel and sustainability which is part of Costa Rica’s growing popularity.
The panel concluded on a hopeful note, acknowledging that nature is a shared resource and that sustainable travel is more than a passing trend. “People have an increased understanding that their own well being is linked to the well being of the planet,” said Rafferty. “That is why we seek nature, and why we seek connection with place, because it actually is connected to our own well being.”
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