Tourism for Tomorrow

Tourism for Tomorrow
Name	Tourism for Tomorrow
Formation	1999
Type	Program
Parent organization	World Travel & Tourism Council
Region served	Global

Tourism for Tomorrow is a sustainable tourism awards and standards initiative administered by the World Travel & Tourism Council that promotes responsible practices across the travel industry, hospitality industry, and tourism sector. The program recognizes exemplary projects and organizations in conservation, community engagement, and cultural heritage that align with international norms such as the United Nations World Tourism Organization guidelines and the United Nations Sustainable Development Goals. It functions through regional and global competitions, leveraging partnerships with nonprofits, corporations, and multilateral institutions to influence policy and practice.

Overview

Tourism for Tomorrow operates as an awards-driven program linked to the World Travel & Tourism Council and engages stakeholders including International Union for Conservation of Nature, United Nations Environment Programme, UNESCO World Heritage Centre, Global Sustainable Tourism Council, and major corporations such as Hilton Worldwide, AccorHotels, Marriott International, InterContinental Hotels Group, and Expedia Group. The initiative evaluates applicants using criteria informed by conventions like the Convention on Biological Diversity and accords such as the Paris Agreement. It has been implemented in partnership with regional bodies including the African Union, Association of Southeast Asian Nations, European Commission, Organization of American States, and national ministries such as the Ministry of Tourism (India), United States Department of the Interior, and Brazilian Ministry of Tourism.

History and Development

The program was launched in 1999 under the auspices of the World Travel & Tourism Council with early involvement from leaders in sustainable tourism such as Sir Martin Sorrell, James Hogan (businessman), and activists connected to Greenpeace and WWF. Early case studies referenced pioneering projects like the Galápagos Islands conservation tourism models, community-led initiatives in Bhutan, and heritage tourism in Peru's Machu Picchu. Over time, the initiative drew comparison and collaboration with standards from the Global Reporting Initiative, certification schemes such as Green Globe, and voluntary mechanisms like the UN Global Compact. Key milestones include regional awards in Africa, Asia, Latin America, and partnerships with events like the World Economic Forum and conferences including COP21 and UNWTO General Assembly.

Criteria and Assessment Framework

Assessment combines ecological, social, cultural, and economic indicators referencing instruments such as the Sustainable Development Goals (SDGs), Convention for the Safeguarding of the Intangible Cultural Heritage, and frameworks employed by the Global Sustainable Tourism Council. Metrics align with standards used by organizations like ISO (e.g., ISO 14001 environmental management) and audit methodologies familiar to auditors from firms such as Ernst & Young, Deloitte, PwC, and KPMG. Evaluation panels have included experts from institutions like Harvard University, Oxford University, University of Cape Town, Australian National University, and NGOs such as The Nature Conservancy and Conservation International. Criteria emphasize biodiversity protection in areas like the Amazon Rainforest and Great Barrier Reef, cultural stewardship linked to sites such as Angkor Wat and Petra, and community benefits exemplified by projects in Rwanda and Nepal.

Impact and Case Studies

Awardees have included conservation projects in the Galápagos Islands, community tourism cooperatives in Peru and Bolivia, eco-lodges in Costa Rica, and urban regeneration schemes in cities like Barcelona and Cape Town. Case studies show influence on policy in nations including Kenya, Thailand, Iceland, Mexico, and New Zealand. Corporate winners and finalists from brands such as AccorHotels, Marriott International, Hilton Worldwide, Selina, and smaller operators influenced supply chains involving companies like Airbnb, Booking.com, Ctrip (now Trip.com Group), and airlines including Delta Air Lines, Emirates, Lufthansa, and Qantas. The program has generated scholarship citing institutions like Columbia University, Stanford University, and London School of Economics evaluating impacts on livelihoods and conservation outcomes.

Awards and Recognition

Tourism for Tomorrow grants regional and global awards and has been recognized alongside honors such as the Skål International Sustainable Tourism Award, World Travel Awards, and accolades from bodies like UNESCO and the International Union for Conservation of Nature. Prominent winners have been profiled by media outlets including BBC News, The Guardian, The New York Times, The Wall Street Journal, and trade press such as Travel + Leisure and Condé Nast Traveler. Industry partners for ceremonies have included events such as the World Travel Market and the ITB Berlin tourism trade show.

Criticisms and Challenges

Critiques have paralleled debates in sustainability discourse raised by scholars at Yale University, University of Oxford, and University of Cambridge concerning greenwashing, verification rigor, and scalability. Critics reference incidents analyzed in reports by Transparency International and policy reviews by the OECD and highlight tensions when large corporations like Shell or BP are implicated in fossil fuel controversies affecting tourism regions. Challenges include measurement difficulties noted by specialists from NASA (remote sensing of environmental change), World Bank assessments on development finance, and socio-cultural impacts documented by anthropologists associated with Smithsonian Institution and Peabody Museum.

Implementation and Best Practices

Best practices promoted include multi-stakeholder governance involving local government entities such as the City of Barcelona and national agencies like the Australian Department of Agriculture, Water and the Environment, community engagement models inspired by Maya Biosphere Reserve management, and financing approaches using tools from the International Finance Corporation and Asian Development Bank. Practical measures align with certification pathways like Green Globe, reporting via Global Reporting Initiative standards, and risk assessments modeled on guidelines from World Health Organization and International Civil Aviation Organization. Replicable practices have been documented in manuals produced in partnership with UNDP, USAID, and academic centers including Centre for Responsible Travel and Institute of Tourism Studies.

Category:Sustainable tourism