Working in media, it can be easy to become cynical. For years, every April, around Earth Day, our inboxes are flooded with press releases announcing a new development in sustainability, or — more often — a minor operational change that is heralded as more groundbreaking than it really is. Then, for the other 11 months of the year, these kinds of releases usually became few and far between. (See? Cynical.)
So, I was a bit surprised this year when I received news about sustainability in January, and I still continue to get those announcements now in June — and I don’t expect it to let up for the second half of the year, or ever, really. This change tells me that sustainability is no longer a feel-good trend in travel; it has graduated to being a consistent consideration, and part of suppliers’ everyday operations.
Of course, this change has been a long time coming, but let’s just take a moment to recognize that we have finally arrived at a point where travel companies — and, by extension, travel advisors — are taking a proactive approach to encouraging sustainable travel choices. According to nearly all consumer surveys, travelers want to know they are not hurting a destination by visiting it, and they expect travel experts to guide them toward making more responsible decisions. Therefore, it makes sense that responsible travel gives advisors another opportunity to display their expertise.
In our latest issue of Explorer, you can read about some of the most special places in the world. From the Mexican jungle to the South Pacific to Antarctica and beyond, the destinations we cover all offer a combination of natural beauty, cultural and historical significance and active adventure options that help travelers create lifetime memories. It’s our hope that by sharing this information, you will be able to better advise your clients on the best ways to visit these places — as well as the best suppliers to work with — in order to enjoy the destination while still preserving it for future generations.
We still have a long way to go when it comes to responsible and sustainable travel, but I’m not too cynical to give up on the goal. I hope you’ll continue this journey with us, as well.
