Tourism, Organisations & Operators,

Climate protection and human rights are closely linked. In the Studiosus interview at ITB Berlin 2023 experts outlined their various perspectives and positions.
Studiosus managing director Peter-Mario Kubsch: “The industry has begun to shift, but it is all going too slowly.“ Michael Windfuhr of the German Institute for Human Rights added: “Bold steps are needed that must be taken now. In ten years time it will be too late.” Luís von Randow, Fridays for Future spokesman: “In the end, only travelling less will help.“
Michael Windfuhr of the German Institute for Human Rights: “Climate change will become the biggest and most important cause of human rights violations.“ Whether droughts or flooding: the right to a home, employment, a healthy existence and water supplies was affected everywhere. As such, climate protection could not be viewed separately from human rights. Moreover, climate policy measures could also impact human rights if for example wind farms were installed on indigenous peoples’ lands.
Harald Zeiss of the Institute for Sustainable Tourism Inatour: “Climate protection is a very complex topic and added to that tourism is a very complex industry. Many people wonder where to begin.” The danger was to carry on as before, with devastating effects. The Germans were climate offenders who were worried about the climate: “We need to take a new look at mobility and our leisure activities.”
Luís von Randow, Fridays for Future spokesman: “Climate protection must be viewed as a socially binding obligation. What is needed are socially fair concepts to ensure that ultimately not only the rich can afford to travel.” Taxing kerosene was absolutely necessary, coupled with a social compensation scheme.ADVERTISEMENTStudiosus managing director Peter-Mario Kubsch: “Human rights should be the principle underpinning all efforts. We cannot talk about climate protection on its own without making tackling poverty and peace efforts a part of the argument.” Tourism had an issue with climate protection because mobility was the biggest source of emissions, but without mobility there could be no tourism. As an interim solution until the arrival of climate-neutral aviation only offsetting could help. “We now offset all trips by investing in biogas climate protection projects. That is included in the price and our customers pay it. The days of a voluntary contribution are over.”

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CLIMATE EMERGENCY: HOW DO DESTINATIONS BECOME MORE RESISTANT?

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Crises caused by climate change are becoming more frequent, with a direct and severe impact on destinations. Are there ways that could help to make destination areas more resistant? What conceivable strategies are there to create a greater sense of responsibility towards the climate? These questions were examined by a panel of experts at ITB Berlin 2023. They concluded that more cooperation and a willingness to listen to one another provide a basis for finding solutions. “We have to know our capabilities in order to be able to act effectively“, according to Shannon Stowell, chair of the Adventure Travel Trade Association.
Shannon Stowell, Adventure Travel Trade Association: “Many people in the travel industry have finally begun to adopt measures. Everyone must now answer the question of what they are doing to make the world a better place.“ Travel must be developed on the basis of what the destination needs. “Thanks to our worldwide networks we are able to react rapidly to crises“, Stowell stated. “We must work together and utilise the knowledge of everyone involved. Once we know our capabilities we also know what strengths we can apply.“
Lars Peter Nissen, director of the humanitarian group ACAPS: In many destinations the largest part of the critical infrastructure is intended to meet the needs of tourism, Nissen explained: ”These are the people who have trucks, generators and everything else need to keep things running.“ The knowledge and capabilities of these people must be incorporated in every strategy.
Gopinath Parayil, chair of The Blue Yonder: “Given the effects of the climate crisis in the destinations the tourism industry’s networks, with all their available expertise, can and must be a relevant part of the solution. If there are no more destinations then there will be no more tourism. We need a platform where we can come together and combine our strengths.“ Travel companies have access to accommodation, foodstuffs and drinks, as well as to highly qualified personnel that can be deployed very quickly. These are all things that the humanitarian sector needs during a crisis, and are lying idle in the tourism industry.
Dr. Sreeja K.G., director of EQUINOCT Community Sourced Modelling Solutions LLP: “The main concern is for the basis of existence of local people. Various sectors must work together to protect them, and not just the tourism sector on its own. Properly functioning communications are the most important thing. There is not just one approach that works for everyone. We have to listen to local people, all sit around a table and contribute all our capabilities. What is needed is shared responsibility.“ADVERTISEMENTSamuel Karani, general manager for East Africa at Intrepid Travel: “Environmental protection can help to improve tourism.“ In this respect it is important to work together with local communities because, after all, it is their basis for life that is at stake.

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MORE FEELING AT THE DESTINATION

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Responsible tourism must place a greater emphasis on the social components and move away from a purely economic orientation. This was one of the lessons from the latest crises, according to Professor Dr. Harald Pechlaner, professor of tourism at the Catholic University Eichstätt and head of the Centre for Entrepreneurship, in his lecture at the ITB Convention on Thursday at the trade fair. As he pointed out, even if at first glance it seems that tourism has returned at full strength after the pandemic, the industry is now learning that not everything is allowed or accepted as it was before.
As Pechlaner explained, the pandemic has also shown that travel is indispensable for creating a feeling of freedom. One new feature, however, is that many destinations are not just banking on expansion but are, in some cases, declaring “tourism saturation” and do not want to see any further increase in tourist numbers. For travellers and for most destinations the message should be that tourism should bring “not only an added economic value but also new values for their money“. There must be a change in the industry, which should develop a conscience about destinations, instead of simply occupying space and leaving others to deal with the consequences.
During the panel discussions under the heading of “Is Destination Thinking Still State Of The Art?“ Pechlaner was praised by Dr. Heike Döll-König, chief executive of Tourism NRW. She was critical of the fact that no one had previously spoken about tourism in a cross-sectoral sense: “We should not be selling tourism as a product but should also regard all stakeholders as ’customers‘, and cooperate with them“, she stated.
This model has already been implemented in Malaga, described by the director of the local tourism authority, Jonathan Gómez Punzón, as ”the Silicon Valley of Spain“. Tourist data is recorded in a fully digitalised form, which not only logs and analyses the routes taken by visitors but also their emotions This also enables the entire infrastructure to be optimised for the benefit of the local inhabitants.
On Vancouver Island in Canada the entire tourism authority has been converted into a “social enterprise“, to ensure that sustainability and social responsibility are at the forefront of all initiatives. “Tourism revenues are to be invested in important social projects, guided by globally recognised programmes and principles“, explained Anthony Everett, president of the new company ”4VI“ (For Vancouver Island). “Don’t be afraid of altering the status quo“, he told his audience, and Pechlaner added: The aim is to create a feeling of belonging between travellers and those they visit, and possibilities for digital and social interaction are available. They just have to be used.ADVERTISEMENT

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NEW APPROACHES TO THE MARKETING OF ACCOMMODATION

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A new activation campaign from tourism organisation VisitDenmark wants to put the country of LEGO®, ‘hygge’ and H.C. Andersen on the map as the antidote to bucket list tourism. Historical and cultural icons meet ground-breaking technology as Mona Lisa, the Statue of Liberty, and other iconic tourist attractions come to life in humorous videos, carrying a very simple message: Don’t come see me – visit Denmark instead.
For decades, people have wondered about Mona Lisa’s mysterious smile – but have you ever wondered what she would say if given the chance to speak? Now she, along with a series of other iconic attractions, has come to life in a series of videos created by artificial intelligence. The different artworks are speaking out, advising potential visitors to avoid tourist traps and travel to Denmark. As travellers seek more authentic experiences, Denmark highlights that a visit to the country isn’t about ticking off the most famous sights but rather stumbling across the many wonders that hide around every corner of the small Scandinavian country.
Tourist attractions aren’t so attractive anymore
In a recent study in the UK, Germany, and Sweden, 56% responded that overcrowded tourist sites and landmarks were a reason for holiday disappointment, while 46% nodded in agreement when asked if ‘feeling like a tourist’ would spoil their holiday. Today’s travellers are looking to find hidden gems and seek off-the-beaten-path experiences rather than ticking off a long list of mainstream attractions. 57% of the surveyed group also answered that getting out and exploring new places made for a great holiday.*
“From a marketing perspective, the current trends only make Denmark more relevant as a vacation spot,” says Kathrine Lind Gustavussen. “We are obviously always advocates for Denmark, but as a country that doesn’t have ‘one main attraction’ but rather an abundance of smaller, unique experiences in everything from nature to culture, Denmark fits the wish ‘the road less travelled’ perfectly and we welcome Explorists to the land of everyday wonder.”ADVERTISEMENTArt history meets modern technology
The campaign is unique in that both the scripts and the visuals are created by artificial intelligence. While the new techniques like deepfake and motion synthesis have been used to bring images to life in the last couple of years, the addition of scripts generated completely by AI makes it one of the first campaigns to combine the two technologies. Kathrine Lind Gustavussen, Senior PR & Press Manager from VisitDenmark explains: ”The scripts are 100% generated by AI – we didn’t write a single word – we only removed parts and bits that were too long or simply not true. While it felt somewhat risky to put our entire messaging in the hands of artificial intelligence, we’re excited to be at the forefront of the tourism industry, using cutting-edge technology to bring our creative visions and messages to life.”

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How about an 11,500 km long bicycle tour along Europe’s Atlantic coast. The route from the North Cape to Portugal is part of the EuroVelo cycling route network which, driven by European institutions, has been in the making for over 20 years.64 per cent of the more than 90,000 kilometre long network is ready for use, said Agathe Daudibon of the ECF EuroVelo management team on Wednesday at ITB Berlin 2023. She encouraged tour operators to promote it more and develop corresponding products.
The project covering 17 routes across 38 countries aims to not only make Europe grow closer together. Cycling, whether daily or on holiday, is said to be beneficial in almost every respect. In addition to the well-known effects on one’s health and the environment, a 2018 survey found that cycle tours could potentially generate 44 billion euros in turnover Europe-wide. In 2021, bicycle manufacturing and sales alone totalled 23 billion euros.
The European Cyclists’ Federation (ECF), a transnational umbrella organisation, was established in 1983. It combines 60 NGOs from more than 40 countries. Among other things it examines and discusses how new developments impact implementation of the cycling route strategy – through the rise in e-bikes for instance. On a positive note, Daudibon noted that e-bikes potentially increased the chances of getting nearly everyone on a bike. This could bring the abilities of tour group members to practically the same level and make their experience together more pleasant. On the other hand the additional weight and dependence on charging points created new challenges.
Switching transport modes remained a problem for cycle tourists, if for example they wanted to travel across mountains or cities by train. Taking bicycles on a train was not necessarily easy. Daudibon praised Switzerland for its exemplary services. And although the network had been set up in 1997 it was nowhere near completion, in fact it had not even been signposted everywhere. In order to make a start she suggested Route 19 along the river Meuse, which was not as challenging as Route 1 on the Atlantic. It runs for over 1,000 kilometres across eastern France, through Belgium and the Netherlands from Langres to Rotterdam and is signposted throughout.

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On Wednesday at ITB Berlin two social enterprises represented by women, and the ideas behind their establishment, were presented by Rika Jean-Francois, CSR representative of ITB Berlin, and Prof. Dr. Claudia Brözel from the College for Sustainable Development, Eberswalde.The latter is the founder of the “Social Entrepreneurship Competition in Tourism”, which was launched in 2019. Ancestral Teacher, established by the Peruvian Paola Sota, seeks to enable travellers to acquaint themselves with ancient artisanal skills and wisdom from local people in the areas they are visiting. These activities are always incorporated in sustainable, community-based tourism projects. Joanna Gruau, whose project “Wheel the World” was the winner of the Growth Track competition last year, presented a booking platform for disabled travellers, which also seeks to support destinations in their efforts to develop travel offers for disabled people.
Paola Sota described how she grew up in Cusco in a family that had always been active in tourism. When she was visiting the Sacred Valley of the Inca with her father and a travel group she became aware of the ´difficulties of arranging more in-depth encounters with the indigenous people. “The few families that made themselves available complained about two problems: limited demand and very short stays”, Sota reported. With her newly established online platform Ancestral Teacher in 2022 she was awarded first place in the competition’s Launch Track.
Her long term aim is to grant access to high quality, socially responsible projects from all over the world, offering the three categories of Travel, Experiences and Stays. The travellers gain authentic experiences and meet face-to-face with local people – and the “Ancestral Teachers” can preserve and pass on their skills and values. “We can learn a lot from them, not only from their artisanal skills but also from their overall way of life“, Sota explained.
While this project is still in its early stages, Wheel the World was launched in 2018 and has been expanding ever since. This business idea was developed by two Chileans who were planning a trip through Patagonia in wheelchairs and discovered that it was extremely difficult to find the information they needed for their preparations. Wheel the World now operates an online booking platform for people with or without disabilities. This offers a choice of overnight accommodation, activities and entire round trips, providing specific details about all these offers and guaranteeing complete accessibility.
“Up until now over 2,500 people have booked with us, 40 per cent with and 60 per cent without disabilities”, explained Joanna Gruau, emphasising that Wheel the World is more like a community than a ”normal“ company. One important area of work for this start-up has become the scrutinising of offers and on-site staff training. It has developed its own app to register whether offers are truly barrier-free.ADVERTISEMENTWithin the scope of the “Social Entrepreneurship Competition in Tourism” its initiators have made contact with some 600 social enterprises since 2019, Prof. Dr. Claudia Brözel reported. In 2023 the initiators of the competition, for which information is available at www.socialtourismcompetition.com, intend to concentrate on the subjects of research and exchanges, and for this reason no prize is being awarded this year.

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For fans of adventure tours and mountains Georgia is the place to be. A modern infrastructure to international standards meets a spectacular natural environment: high snow-covered mountains, ravines with fast-flowing mountain rivers, lush green forests, alpine eco-systems, palm-lined beaches and cliffs and caves.
At ITB Berlin 2023 tourism experts from Georgia offered an insight into the adventure tours in their country which besides hiking, heliskiing and riding has a lot to offer.
Mountain guide Nick Phaliani has been fascinated by nature in his home country since he was a child. “Today, I am able to practise a job which is my passion in a strong community of Georgian mountain guides“, he said. Whether heliskiing, alpine ski runs, ski tours or helibiking, everything is possible. “Last year I had around 50 tours with about 300 guests“, Phaliani said. He is glad the Georgian Mountain Guide Association (GMGA), established in 1998, also joined the International Federation of Mountaineering Associations (IFMGA) in 2021. Its president Urs Wellauer from Switzerland recalled that “we began work with Gudauri in 1991. I was particularly impressed with the local mountain guide school where children already learn the basics.”
In the five large skiing regions Bakuriani, Gudauri, Mestia, Tetnuldi, Hatsvali and Goderdzi in the Adjara region, winter enthusiasts can find pistes and lifts, cable cars, ski jumps, cross-country skiing trails as well as horse-drawn sleighs and snowmobiles. The skiing region in Gudauri on the southern side of the Caucasus plateau is up to 3,279 metres above sea level and has around 60 kilometres of ski runs of varying degrees of difficulty. The resort is also known for freeriding on natural terrain. Deep snow where rocks are few and the risk of avalanches is low have made Gudauri a mecca for lovers of deep snow sports.
Ia Tabagari of the Lost Ridge Group in Georgia promoted intense riding experiences in her home country. The website Horsebackgeorgia.com offers first impressions of adventure on horseback in fascinating natural surroundings. And when all the adventure tours are over it is still worth noting that Georgia is also an outstanding place for wines. “Winemaking countries like to boast about their history. But we really don’t have to be shy”, said a smiling Tabagari. “Wine has been cultivated in the foothills of the Caucasus for at least 8,000 years, longer than anywhere else in the world.“ADVERTISEMENT

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The Sustainable Markets Initiative’s Hospitality and Tourism Task Force announced today its founding members and new partnerships, which includes 14 global hospitality companies and three leading sustainability and inter-governmental development organisations. The Task Force will drive more sustainable actions in the sector.
Founding members include: Glenn Mandziuk, CEO of the Sustainable Hospitality Alliance and Co-chair of Sustainable Markets Initiative Hospitality and Tourism Task Force Xenia zu Hohenlohe, Co-founding Partner of the Considerate Group and Co-chair of Sustainable Markets Initiative Hospitality and Tourism Keith Barr, CEO of IHG Hotels & Resorts Sebastien Bazin, CEO of Accor Jorg Bockler, CEO of Dorint Hotels & Resorts Anthony Capuano, President and CEO of Marriott International, Inc. Katerina Giannouka, CEO of Jumeirah Group Federico J. González, CEO of Radisson Hotel Group Marloes Knippenberg, CEO of Kerten Hospitality Chris Nassetta, President and CEO of Hilton Karl-Heinz Pawlizki, CEO of Arabella Hospitality Tim Rumney, CEO of BWH Hotel Group GB Sonu Shivdasani, Founder, CEO and Joint Creative Director of Soneva Gloria Fluxà Thienemann, Vice-Chairman & Chief Sustainability Officer at Iberostar Group
Sustainability partners and inter-governmental development organisations include:  Suzanne Neufang, CEO of the Global Business Travel Association (GBTA) Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC) Zoritsa Urosevic, Executive Director of the United Nations World Tourism Organisation (UNWTO)
The Task Force, announced last year at COP15 in Montreal, Canada, is aligned with the Sustainable Market Initiative’s Terra Carta which provides a roadmap for the private sector to accelerate the transition to a sustainable future. One that harnesses the power of Nature combined with the transformative power, innovation, and resources of the private sector. 
It is co-chaired by the Sustainable Hospitality Alliance’s Chief Executive Officer, Glenn Mandziuk, and the Considerate Group’s Co-founding Partner, Xenia zu Hohenlohe. The Task Force will support efforts that create leadership and collaboration in the hospitality and tourism industry, in the pursuit of tangible, scalable and practical sustainable solutions. This may include building momentum for more transformative solutions in the sectors’ value and supply chain.  ADVERTISEMENTThe Task Force aims to leverage existing infrastructure to discover and learn how the industry can accelerate pathways to sustainability making a greater impact.  The Task Force members will work collectively to identify and pursue delivery of opportunities to reduce carbon and environmental footprint.  The aim is to deliver standardised measurement tools to enable hotels to understand impact and prioritise action on carbon emissions, water, waste and biodiversity and natural capital.    A focus of the Task Force includes research and other sustainable solutions for industry leads, staff, and supply chains to support innovation through system and design thinking. It will support roadmaps for industry-level transition supporting sector focus on achieving net zero before 2050. It aims for the industry to embed water stewardship into decision-making, embed circularity and support zero waste to landfill, including addressing single-use plastics, food waste, and support for biodiversity efforts and regeneration on land and below water.  The Task Force also recognises the need to improve access to clean technologies and renewable energy across the sector and in company member operations.
By utilising the Sustainable Hospitality Alliance’s existing committees and research, alongside the expertise of sustainability and hospitality partners, this collaboration will maximise the collective experience and thought leadership of these networks and enhance alignment. 
Glenn Mandziuk, CEO, Sustainable Hospitality Alliance and Co-chair of the Sustainable Markets Initiative Hospitality and Tourism Task Force, said: “I welcome our founding members who bring their expertise and knowledge to help build a more sustainable future for the hospitality and tourism industry. By galvanising the conversation around sustainability, we can drive practical and tangible solutions, to push innovation and address the challenges the industry faces.  The Task Force aims to collaborate not only with each other, but other Task Forces. With far-reaching value and supply chains, the hospitality and tourism industry are in a unique position to engage and have cross-sector influence.  I look forward to working with our members and hope to welcome more leaders to the Hospitality and Tourism Task Force as the industry focuses on pathways to accelerate sustainability.”
Xenia zu Hohenlohe, Co-founding Partner, the Considerate Group and Co-chair of the Sustainable Markets Initiative Hospitality and Tourism Task Force said: “I am very encouraged by the level of commitment and leadership of the founding members, to our purpose of bringing this industry together with other sectors, already active as part of the Sustainable Markets Initiative, to build a more sustainable future. The hospitality and tourism industry can play a pivotal role, given its crossover with so many other sectors, such as aviation, asset management, shipping, buildings, to mention but a few, in this process. Hence this task force is also key to ensuring maximum alignment in our efforts to overcoming the common challenges our societies and companies face when it comes to climate change. I am honoured to co-chair this group of highly professional and dedicated CEO’s and partners.”

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