🎬 Opening Scene
On a rooftop terrace of a hotel facing the sea, a traveler pours himself a cup of coffee as the morning sun illuminates an urban garden, carefully arranged in wooden pots. Among tomatoes, aromatic herbs, and flowers pollinated by bees, solar panels shine like mirrors, promising clean energy. The air smells of salt and freshly cut mint.
Everything seems designed to convey a sense of harmony: nature is not just outside, but incorporated into the travel space itself. Here, sustainability is presented as part of the experience, as visible and alluring as the view of the horizon.
🏛️ Origin
From ecological urgency to commercial strategy
Have you ever wondered where the whole "green travel" trend started? It all goes back to the late 70s and 80s, when the environment became a global concern. Suddenly, headlines were talking about pollution, deforestation, and climate change, and people realized something had to change.
Tourist companies were quick to react. In the 90s, do you remember those early attempts at being "eco"? Signs in hotel rooms asking you to reuse towels to "save the planet" and small seals promising a more sustainable tourism. Although many of these practices hid an economic interest, it was at that moment that marketing discovered that the word "eco" was very powerful.
With the new millennium, the phenomenon exploded. Promises of "responsible travel" multiplied, but at the same time, it became increasingly difficult to differentiate the authentic from what was pure facade. Could you recognize genuine sustainable tourism if you saw it? Thus, from that mixture of marketing, aspiration, and ambiguity, greenwashing in tourism was born.
🔬The Phenomenon
Today, have you noticed how the color green has become one of the most sought-after credentials for travel? For example, Costa Rica doesn't just have beautiful jungles and beaches, it built its entire identity around ecotourism. How did it do that? By offering protected jungles, volcanoes, and beaches with environmental certifications that attract a very specific type of traveler.
Meanwhile, Bhutan, in the Himalayas, took a completely different route. Can you imagine limiting the number of visitors with a "high value, low volume" policy? With a mandatory daily fee that includes everything from lodging to guides, it transformed the idea of sustainability into an exclusive filter. This way, it doesn't just sell landscapes and monasteries; it also offers the feeling of being in a place that protects its essence from mass tourism.
And what about Iceland? It has become a true symbol of green tourism. Its volcanic and glacial landscapes, along with the pride of being a country powered by almost 100% renewable energy, turned it into a magnet for those seeking a destination that balances future and nature.
In all these places, sustainability is no longer just a detail. It has become the main attraction, an experience as desired as the beach, the mountain, or the desert.
🌍 What This Says About the World
Sustainable tourism has become a buzzword, but how is it really being interpreted? For many governments, it's a political slogan: the UNWTO estimates that more than 100 countries have launched national sustainable tourism plans in the last 20 years. However, implementation often clashes with reality. Why? Because attracting visitors today is still more appealing than building a solid model for the future.
Travelers, for their part, have a growing interest. Recent surveys show a contradiction: according to Booking.com (2023), 76% of tourists say they want to travel more sustainably, but less than half are willing to pay more for it. Desire and action often don't travel on the same ticket.
In the business world, sustainability sits between commitment and ambiguity. While some airlines and hotels invest in clean energy or certifications, this isn't the norm. In fact, the European Commission warned in 2022 that up to 40% of environmental claims in tourism could be misleading or impossible to verify. The result? A landscape where "green" promises are multiplying, but their real impact remains in doubt.
⚠️ The Dark Side
Behind the green label, a paradox often hides. Have you ever wondered if an "eco-friendly" destination really protects what it promises? The massive arrival of tourists can end up saturating beaches, wearing down natural trails, and in some cases, displacing local communities in the name of "conservation."
"Greenwashing" doesn't just deceive; it also creates a sense of superficial satisfaction. A traveler who thinks they are helping the planet by reusing a towel might not consider the impact of taking three flights to get there. Isn't it curious how small gestures can seem insignificant compared to the real footprint of air travel and massive infrastructure?
On its darker side, "green" tourism can leave scars much deeper than simple footprints: mistrust in environmental messages, a loss of credibility, and a planet that, in the end, keeps paying the real price.
📌 Curiosities
Costa Rica protects more than 25% of its territory with national parks and reserves, making it one of the countries with the highest percentage of protected natural areas in the world.
New Zealand was one of the first countries to include the principles of sustainable tourism in its national strategy, under the Tiaki Promise slogan, which invites travelers to take care of the land.
In Norway, several tourist ferries run on electric batteries to navigate between fjords without polluting.
Slovenia was recognized by UNESCO as one of the most sustainable destinations in Europe thanks to its Green Scheme program.
In Malta, a sustainable cultural tourism program was developed where travelers help restore historic buildings.
Tourism has learned to speak the language of green but can it also live up to it?
Will the next chapter be one of genuine transformation?