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Is it sustainable or is it greenwashing?

Is it sustainable or is it greenwashing?

Skift’s travel conference in New York brought forward a group of women leaders who are working to make sustainable travel the norm, not the ideal, with solution-based plans for action. These include promoting inclusive economic and educational growth opportunities through policy change and launching meaningful partnerships between hotels and community organizations. While these industry leaders are taking measurable actions to protect local communities, concerns over greenwashing—where businesses promote the ethos of ecotourism without implementing environmentally protective or sustainable practices—remain valid.

Investment in innovation

Undertourism isn’t the ultimate solution, and neither is shaming those who choose air travel when they have the chance to explore new places. Businesses need to promote solution travel, where experiences are actionable and measurable, by creating impactful experiences for travelers that help them contribute to a community without disrupting its cultural identity or contributing to its gentrification. The challenge isn’t getting travelers to give a flying (or not flying) f@$! about sustainable tourism—they already do—but in offering them the choice within their journey. This is our stopgap until the electric Porsche takes over the world.