In a world where tourism accounts for a significant share of global CO2 emissions and creates serious environmental and social challenges, the phrase “sustainable travel” sounds like a real challenge. From beaches in Asia to European capitals — mass tourism, low-cost flights, and globalization have made every corner of the world accessible. But can travel truly be responsible and sustainable, or is it just another slogan?
Like every other sector, the tourism industry is increasingly turning its attention to ESG strategies — Environmental, Social, and Governance. Businesses are beginning to see ESG not just as a tool to meet growing regulatory demands, but as an opportunity to drive sustainable development, strengthen stakeholder relationships, and enhance their position in an increasingly conscious global market.
But can travel truly be sustainable?
Anyone who’s heard of a carbon footprint knows that travel — especially air travel — significantly increases it. In practice, “sustainable tourism” in terms of the environment means rethinking the entire chain of a traveler’s experience, from the mode of transport to dining in local restaurants.
Many tourists don’t realize that a single long-haul round trip can generate emissions comparable to the annual electricity use of one person. That’s why some travel agencies are starting to offer carbon offset options — supporting ecological projects that balance out travel emissions. However, the actual effectiveness of such offsets remains debated. A more concrete solution is encouraging alternatives: trains, electric cars, or bicycles within destinations.
“Green” hotels are no longer just a premium option — they’re becoming a necessity. The hospitality industry is increasingly implementing standards for saving energy and water, reducing plastic use, and sourcing food locally. Establishments with environmental certifications like LEED or Green Key are examples of how tourism can support environmental protection. For travel companies, this means partnering with accommodations that share these values.
Travel that leaves no mark is gaining popularity. This philosophy assumes that every traveler should aim to leave no negative impact on the places they visit. Travel companies can offer educational trips that not only provide sightseeing enjoyment but also teach how to act responsibly. Such actions range from waste separation to reducing one’s carbon footprint.
Responsible tourism isn’t just about protecting the environment — it’s also about supporting local communities that often feel the impact of tourism more directly than visitors do. Social issues within ESG strategy are key. Tourism’s influence goes beyond ecology, affecting quality of life, access to resources, preservation of cultural heritage, and fair distribution of economic benefits. Creating responsible tourism practices means investing in education, developing infrastructure, supporting local businesses, and promoting authentic experiences. Tourism becomes not only a source of income but also a tool for positive social change
Working with local suppliers
The tourism industry has enormous potential to drive the economic development of local communities. Responsible travel companies can support local businesses by offering homestays, meals at traditional restaurants, and crafts from local artisans. What may seem like a simple choice is actually a chance to create authentic experiences while strengthening local economies.
Fighting overtourism
Popular destinations like Barcelona, Venice, or Machu Picchu suffer from overwhelming tourist numbers, which harm both local residents’ quality of life and the environment. Travel companies should promote off-season tourism and lesser-known, yet equally attractive destinations to reduce pressure on these hotspots. This not only balances tourist flows but also offers more genuine experiences in less crowded places.
Supporting social and cultural initiatives
Travel companies can offer trips that include local festivals, holidays, or cultural events, and support organizations working to preserve cultural heritage. This approach makes tourism a way to safeguard and promote culture and tradition, rather than erode them.
Good governance is the third pillar of ESG and requires travel companies to act transparently and ethically. What actions should they take to meet the expectations of modern, conscious travelers?
Transparency of offers and costs
In the era of conscious travel, clients want to know what their decisions support. Tourism companies should clearly communicate what kind of activities their customers’ money supports, where fees go, and what sustainability standards their partners uphold.
Publishing ESG reports in tourism
More and more travel agencies and hotels are producing ESG reports. These highlight specific environmental and community-support actions the company takes. Such reports are not just a communication tool, but a clear statement of ethical and responsible business practices.
Risk management
Today’s travel companies face risks linked to climate crises, health emergencies, and political instability. ESG strategies should include risk management mechanisms that help minimize negative impacts for travelers and the communities they visit. It’s important to have contingency plans for unpredictable weather events or conflicts that can suddenly change the situation in a destination.
Integrating ESG and sustainability into tourism requires flexibility, innovation, and long-term vision from companies. There are many challenges: rising costs, the need for changes in management structures, and educating travelers. But the benefits are equally real. Travel companies gain customer loyalty, attract more conscious travelers, and build a brand that takes responsibility for its impac
The question “Can travel be sustainable?” may seem complex — but it’s a question that demands action. The tourism industry has huge potential to change how we think about travel by creating experiences that are not just exciting, but also responsible. When the world is literally within reach, it’s worth considering the footprint we leave behind.
Nina Idzik
