Awareness of sustainable tourism was the focus on World Tourism Day (September 27) with this being a champion cause of the UNWTO. But are markets reacting to the increase in publicity and social pressure around this topic?

Warwick Blow, Owner of Safari in Style, recently returned to the UK after spending 20 years in South Africa.

“One of the things that is evident is how much more environmentally aware many people are here [UK], and how this affects the decisions they make.

“This is also the case for many when choosing their holidays and, increasingly, people are looking to tread lightly from an environmental perspective and, where possible, use their travel to create a better future for those involved in their chosen destination,” he adds.

Wilderness Safaris US Sales Manager, Simon Stobbs, says: “Conscious travel is also becoming more prominent, with more and more responsible travellers looking for authentic safaris that genuinely give back to both conservation and community empowerment.

“As the demand for safaris increase, we are tempted to develop more beds and by doing this, the industry could run the risk of diluting the sense of wilderness that is vital to ensure the sustainability of authentic ecotourism,” says Stobbs.

Managing Director of Fair Trade Tourism, Jane Edge, says: “There is definitely a rise in sustainable tourism, especially with millennials who take part in travel that gives back.” She says travellers between the ages of 20 to 30 are focused on authenticity while travelling. 

“Sustainable tourism plays a great role in bringing people back to the destinations,” says Edge. She says travellers from The Netherlands are the most aware, opting for a truly authentic, sustainable holiday, as well as Belgian and Scandinavian travellers.

Edge says there has been a massive growth in awareness around sustainable tourism amongst travellers, however it has not directly translated into people’s decision-making process as yet, as it mostly comes down to price. 

Recently Springbok Atlas Tours and Safaris became the latest operator to be approved by Fair Trade Tourism, joining the list of nearly 60 operators.

Glenn McKeag, CEO of Springbok Atlas, said: “We are proud to be associated with such a worthy segment of the tourism industry and hope we can play a major role in the drive towards responsible tourism and the selection of dedicated products.”