Andy Dumaine says being green is not enough:
The sustainable tourism community needs to wake up and smell the fair trade coffee. After two decades of lofty ideals and breathless pronouncements, sustainable tourism remains a long way from achieving critical mass. Although the need for sustainability grows ever more urgent, most sustainable tourism experts continue to operate in the background only to be trotted out when greenies pass through the office.
This sad state of affairs is almost entirely self-inflicted.
Sustainability tends to attract highly educated idealists with a propensity for telling dull stories about salt-water swimming pools and low flush toilets. The first rule of communications is that just because you care doesn’t mean anyone else will. The reason sustainable tourism remains stunted in infancy is that the community has failed to tell stories that connect with real travelers. Continue reading