World Travel Market (WTM) London, taking place from November 5-7, is exploring the potential to achieving net positive tourism through collaboration and unified goals, with global speakers highlighting the role of sustainable initiatives in driving change in the industry.

A session entitled, ‘The Collaborative Journey to Net Positive Tourism’ will delve into how the sustainability narrative is shifting from carbon offsetting to more ambitious targets such as achieving net positive tourism.

It will seek industry standardisation and government support to take this narrative forward.

Additionally, panellists will examine the role of Sustainable Tourism Standards and Certifications, highlighting their significance and practical implications for stakeholders and the journey to net positive tourism.

André Russ, vice president, business development and sales for EarthCheck said the industry needed to “take some decisive action on how we actually refine what is travel”.

Global sustainability director Jessica Matthias from technology company, Sabre, pointed out visitor numbers had always been used as a benchmark for success.

“We need to shift that narrative to look at how we are managing visitor impact.

“We need consistency on goals.

“There is huge potential for technology to facilitate good travel.”

As a case in point, Sabre has a Travel Impact Model displaying relative average emissions figures to help travellers choose between similar flights. It hopes this will become an industry standard.

Peter Krueger, chief strategy officer and CEO, Holiday Experiences for TUI Group, outlined the successful introduction of solar panels across its own hotels in Turkey.

This had not only had the positive impact of reducing emissions but also lowered the cost of energy from 12-15 cents an hour to 7cs.

He pointed out the group had secured government buy in for permission to erect the solar panels and hook them up to the grid.

He said: “What is holding us back right now is destination governments.”

As part of the Travalyst coalition, Sabre is working with other travel companies, including its competitors, to bring consistent sustainability initiatives to the mainstream.

Matthias said working with destination governments was the number one priority.

Among existing destination initiatives, the session heard how the Japan National Tourism Organisation has shared community tourism successes to help other areas.

It has also employed technology to enable tourists to see how busy popular sites are in real time, and to match those interested to voluntourism opportunities on farms.

Ras Al Khaimah Tourism Development Authority told how a cross-border collaboration enabled it to encourage visitors to enter its larger neighbours at busy times to prevent overtourism.

An Earthcheck partnership, through which it has earned silver certification, has meanwhile taught the destination how to make a double-digit reduction in hotels’ food waste. – TradeArabia News Service