In the race towards the 2030 climate change goals set out in the Paris Agreement, the next five years will focus on accountability for sustainable tourism.
This is according to Judy Kepher-Gona, Founder and Lead Consultant at Sustainable Travel and Tourism Africa, speaking at the launch of Sustainable tourism trends to watch in 2025 – a comprehensive analysis of the key trends shaping the future of sustainable tourism.
Green marketing campaigns
The first trend Kepher-Gona noted is the launch of green marketing campaigns. For example, in Kenya, the Ministry of Tourism and Wildlife has embarked on a landmark initiative that will see every visitor to the country plant a tree. The “One Tourist, One Tree” campaign will rally stakeholders, including travellers, to actively participate in replenishing Kenya’s biodiversity.
At regional level, the Intergovernmental Authority on Development and the Common Market for Eastern and Southern Africa have launched sustainable tourism campaigns to drive environmental responsibility.
Visa reforms and regional travel
African countries are easing visa restrictions to encourage intra-regional travel. This year, 48 of 54 African countries offer visa-free entry to their neighbouring countries. To reduce carbon emissions, countries should aim to minimise long distance travel, said Kepher-Gona.
Transparency in green certification
Another trend is advocacy for transparency and accountability in sustainable certification. Combatting greenwashing is essential to build trust and drive meaningful progress, which means scrutinising awards and certifications for authenticity, she added.
SDGs as the new standard
Companies are aligning with the United Nations Sustainable Development Goals (SDGs) to ensure meaningful impact. This includes wellness-focused tourism, circular economy practices (such as biogas and electric vehicles) as well as equitable revenue sharing with local communities.
Support for SMEs
Investors are fuelling sustainable tourism initiatives by injecting capital and offering expertise to small and medium enterprises (SMEs). For example, Purple Ventures raised US$4.5 million for African tourism SMEs while the World Travel & Tourism Council’s “Together in Travel” platform supports small businesses with resources and global partnerships.
In Kenya, Sustainable Travel and Tourism Africa also launched a climate action plan toolkit to help SMEs in accounting for and reducing their carbon footprint.
This is complemented by the work of associations like the Tour Operators Society of Kenya (TOSK), which hosts an array of training sessions on important topics such as eco-friendly operations, responsible wildlife tourism, waste management and energy efficiencies.
“We collaborate with conservation and environmental organisations to promote sustainability in tourism,” said Daniel Mbugua, Chairman of TOSK. “Through these partnerships, our members gain access to resources, certifications and best practices that enhance their sustainability efforts.”
