Greening the U.S. Travel and Tourism Industry

Boulder, Colorado – The travel and tourism industry – arguably the largest industry in the world – is waking to the dawn of a new, more sustainable era. Increasingly, the public’s expectations are changing. They want to ensure their travel experiences meet high standards allowing them to make responsible travel choices.

According to a recent study released by the Travel Industry Association of America and National Geographic Traveler, nearly 36% of adult American travelers or 55.1 million people want to engage in travel experiences that demonstrate sustainability, that is, positively impact the earth’s environment, local cultures and economies.

In an age of information, clearly defined standards are emerging to assist discerning travelers. Sustainable Travel International (STI), a not-for-profit organization [501(c)(3) Status Pending] founded in 2002 to promote global sustainable tourism development and provide eco-certification for the U.S. travel and tourism industry, is at the forefront of this movement.

STI is now cooperating with a number of major conservation-based non-profit organizations to create worldwide certification standards for the travel and tourism industry. “We at Sustainable Travel International have designed an eco-certification program based on global environmental standards, the ‘triple bottom line’ of economic, environmental and social performance, and the unique cultures and environments that U.S.-based travel providers operate in,” explains Brian T. Mullis, co-founder and President of STI. “And we continue to receive backing for our initiative from primary stakeholders, including tour operators, major conservation non-profits and government representatives at the state, national and international levels,” Mullis continues.

Globally, many travel and tourism providers are now beginning to address their environmental and social behavior. As the old maxim goes, “What gets measured, gets managed”. This is crucial for travel and tourism providers who wish to integrate sustainable business practices into their operations. It will allow them to monitor and report their progress and to determine the extent to which sustainable business practices improve their “triple bottom line”.

Standardized measurement and reporting methods as well as verification of the information by independent third parties, like STI, is required to avoid “green washing” – marketing promotions that have no substance.

“We’re here to promote positive, healthy growth within the travel and travel industry, rather than uncontrolled growth that can cause environmental degradation and bring little value to local people and their communities,” Contends Peter D. Krahenbuhl, co-founder and Vice President of STI. “It’s really a win-win-win situation,” he continues: “Travelers benefit by having access to high quality standards that are aligned with their values. Travel and tourism providers benefit from lowering costs through resource productivity and the reduction of waste while making a positive contribution to the natural, social and cultural environment. In doing so, they become more attractive to responsible travelers, one of the fastest growing segments in the travel industry. The cumulative effect benefits the environment, host communities, and local economies.”

Sustainable travel is clearly in everybody’s interest. However, the challenge faced by STI is to develop, promote and disseminate standards for sustainable travel and tourism while taking all affected parties into consideration. As such, STI is inviting as many stakeholders as possible to review, critique and comment on their eco-certification application and measurement criteria.

To download or view a PDF version of STI’s sustainable tourism certification program, visit www.ecocertification.org
You can also call 720-273-2975 or e-mail STI.
Charitable contributions are welcome.

September 26, 2003   Posted in: United States West