Dubai, UAE — One of the biggest challenges in implementing sustainable tourism is the lack of understanding of the term ‘sustainability’, notes a globally recognized expert in tourism policy, planning and development.
Marina Novelli, Professor of Marketing and Tourism and Director of the Sustainable Travel and Tourism Advanced Research Centre (STTAR-C) at the University of Nottingham Business School (UK), says that a neoliberal growth model adopted in some destinations has led to issues such as environmental depletion, over-crowding and over tourism.
Dr Novelli, who also serves on World Economic Forum’s Global Future Council on the Future of Sustainable Tourism, spoke with TRENDS to address common misconceptions about sustainable tourism – a topic that was high on the agenda of WEF’s Annual Meeting of the Global Future Councils held in Dubai recently.
The Global Future Councils serve as a brain trust for leaders from government, business and civil society, aiming to address sustainable tourism challenges through a three-pronged approach – economic, social and environmental. Council members include tourism authorities from the Royal Commission of AlUla in Saudi Arabia, described as a ‘white canvas’ for sustainability, and Rwanda, which Novelli termed as a “template for sustainable tourism in Africa, leading the way in sustainable development practices worldwide.”
Dr Novelli shared insights on how tourism development roadmaps can incorporate sustainability while fostering economic diversification in emerging economies. She firmly believes that a fundamental solution lies in cross-sector collaboration. Tourism, she points out, is a multifaceted industry that involves various stakeholders, from the construction sector to natural spaces, making cooperation between private, public, and civil society actors essential.
“The challenge is to actually put a lot of minds together and create a consensus on what is doable,” she said.
“Bringing those interests together facilitates a conversation that very often is lost, but at the same time is very necessary,” she noted, stressing the importance of integrating sustainability into the core of tourism through inclusive dialogues among multiple stakeholders.
What makes a sustainable destination?
The answer, according to Dr Novelli, lies in the interdisciplinary and cross-disciplinary approach that brings planners, civil society, the private sector and government together around the table. Sustainable tourism is solely not about numbers or tours per capita, Dr Novelli explained, adding that success should also be measured by more inclusive social indicators, moving from purely quantitative to qualitative assessments that are linked to making tourism a valuable economic sector. “It is important for destinations to recognize that growth at all costs is no longer an option,” said Novelli.
The Importance of Public-Private Partnerships
Collaboration is crucial for fostering sustainability across the tourism sector, and Dr. Novelli believes that public-private partnerships play an essential role. “You cannot have any decision being taken without the collaboration between stakeholders involved,” she said, highlighting the importance of coordinated efforts between government agencies, private companies, and civil society to ensure that sustainable practices are implemented across the tourism value chain.
These partnerships will help in setting qualitative measures of success. Dr. Novelli mentioned that tourism boards and ministries often rely on quantitative data to secure funding, but she urges a shift in mindset. “Maybe it’s time to create our own measure of success,” she suggested, advocating for a more holistic approach that includes environmental stewardship, social equity, and long-term economic viability.
Is the tourism industry headed towards a greener, fairer and more inclusive future? Dr Novelli’s outlook is cautiously optimistic.
“Of course, there is a lot of greenwashing and bad practice. But I want to believe that the future will carry more heavy weight on what we are ultimately aiming for.”