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A new research study by Bain & Company, ‘Sustainable Tourism: An Untapped Opportunity for Green Growth’, reveals that there is an increasing appetite for more sustainable tourism among leisure travellers across the globe, who will choose destinations and providers (airlines, hotels, restaurants, and tour companies) based on their sustainability records.
In fact, many travellers are willing to pay a premium for more sustainable offerings. However, research indicates that travellers feel the travel and tourism sector is making limited efforts to become more sustainable, suggesting that there is ample room for improvement and positive change.
According to the study, 73 per cent of respondents felt sustainability will become even more important in the next five years. As the tourism industry rebounds from a decline in 2020, it is projected to reach USD 17 trillion in size by 2027, with a rising demand for sustainable tourism experiences worldwide.
Karim Henain, a Partner at Bain & Company Middle East, explained that the surge in sustainable tourism stems from a desire to travel responsibly and make environmentally conscious choices. Bain & Company has developed a framework outlining three pillars of a sustainable tourism experience: environmental impact including eco-friendly transportation and accommodation options, social responsibility and community engagement.
The study also highlights a significant opportunity among a segment of travellers referred to as “sustainability enthusiasts” who are interested in visiting the Middle East and Northern Africa (MENA) region. The research, conducted in six markets including Germany, Italy, France, the UK, Saudi Arabia, and China, aims to understand the preferences and behaviours of these relevant travellers.
Key findings reveal that sustainability considerations strongly influence travellers’ choices, with 64 per cent stating it impacts their decision-making process. Additionally, 66 per cent are willing to pay extra for more sustainable options, and 57 per cent would recommend a holiday destination based on sustainability factors.
Coming together at a panel discussion at ET MICE & Wedding Tourism Summit & Awards, the industry experts shed light on the flourishing potential, trends and positive outlook for conventions and MICE in India. While speaking about G20 meetings’ key role in pushing the graph up, they also highlighted the industry’s contributions to tourism and the promotion of sustainable practices.
Sustainability enthusiasts, constituting approximately 30 per cent of the survey respondents, exhibit an even greater commitment to sustainability, the study revealed.While sustainability enthusiasts were found in all markets, their demographics varied by country. In China and Saudi Arabia, sustainability enthusiasts were predominantly highly educated millennials, while in European markets, they were evenly distributed across different age groups, income levels, and education backgrounds.
The study also mentions Egypt, as a destination, that has already implemented various initiatives to enhance the sustainability performance of its travel and tourism sector. These include projects like Mainstreaming Biodiversity in Egypt’s Tourism (MBDT) and the Green Star Hotel (GSH), as well as flagship initiatives promoting sustainable holiday destinations like El Gouna, which received the UN-sponsored Global Green Town award for its substantial efforts in environmental sustainability.
Survey respondents were asked to assess Egypt’s sustainability performance compared to other MENA destinations such as Greece, Turkey, Tunisia, UAE, and Morocco. Sustainability enthusiasts ranked Egypt second, while the overall respondents ranked Egypt fourth.
To maximise sustainable tourism in Egypt, a balance between important foundational aspects and unique differentiators is crucial. Enhancing the preservation of cultural and natural assets in key eco-tourism zones is one example of focusing on high notes.
The potential for sustainable tourism in Egypt’s tourism sector is substantial, requiring a collaborative effort across the entire ecosystem to capitalise on this opportunity.
“It is important to go green in the tourism sector as it allows tourism growth, environmental conservation, and social well-being to be mutually reinforcing – green/sustainable tourism will eventually help create jobs, support the local economy, and reduce poverty,” said Jenny Davis-Peccoud, Global Head of Sustainability & Responsibility Practice at Bain & Company.
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