While every major industry in the world has been affected by the COVID-19
pandemic, tourism —
which represents 10 percent of world GDP — has been one of the hardest-hit
economic sectors.
Even as national borders slowly reopen, the uncertainty associated with travel
continues. According to the World Tourism Organisation (UNWTO)
report
on Related Travel Restrictions released in May, international tourism arrivals
are expected to decline 58-78 percent compared to 2019.
As businesses focus on how to not only survive but recover from the impact of
the pandemic, many are turning to more purposeful, people-centric solutions.
Driven by growing consumer demand for better business practices, the crisis has
forced organisations to examine their social and environmental impacts. It has
also brought to the fore how central the United Nations’ Sustainable
Development Goals (SDGs)
are in supporting the responsible recovery of the tourism sector.
In June, the UNWTO
released
its One Planet Vision for the Responsible Recovery of the Tourism Sector — a
strategic guide aimed at helping travel businesses emerge stronger from the
crisis while still contributing to the
SDGs.
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The One Planet Vision is structured around six lines of action to guide
responsible tourism recovery for people, planet and prosperity: public
health, social inclusion, biodiversity
conservation,
climate action,
circular
economy, and
governance and finance.
In the report, UNWTO Secretary-General Zurab Pololikashvili
says:
“Sustainability must no longer be a niche part of tourism but must be the new
norm for every part of our sector. This is one of the central elements of our
Global Guidelines to Restart Tourism. It is in our hands to transform tourism
and that emerging from COVID-19 becomes a turning point for sustainability."
Smart travel businesses looking to use this pause for a thoughtful shift towards
sustainable consumption and production patterns could learn a thing or two from
the renowned purposeful paradise, Bawah
Reserve.
Image credit: Bawah Reserve
Located in the Anambas Islands, Indonesia, the five-star private island
resort leads the pack when it comes to managing its social and environmental
footprint; and addressing the needs of its guests on a deeper, more emotional
level.
The resort, which grew from a vision for a more sustainable travel experience,
opened in 2018. Bawah Reserve’s earth-first philosophy changes the way
traditional resorts have been run by respecting the natural environment and
minimising future impact.
Constructed with a minimal-impact approach, Bawah Reserve was built without the
use of heavy machinery; and crafted using a range of locally sourced and
sustainable materials including bamboo, recycled teak, palm leaves and quarried
stone. The environmentally sensitive design is an outstanding example of a
resort that respects its natural
surroundings.
The Reserve has its own water infrastructure — rainwater is conserved while a
desalination plant produces fresh drinking water for staff and guests. Solar
energy powers its water heaters, and wastewater is collected and pumped to a
series of specified treatment areas.
When it comes to food, the resort operates an organic permaculture garden for an
earth-to-table experience and follows a ‘Four Ring Sourcing Philosophy,’ which
begins with sourcing locally first — starting with Bawah, then the Anambas
Islands, Batam and Indonesia. Only when resources cannot be procured within
the four rings will the resort consider importing items; and even then, only if
it’s necessary.
In conjunction with the Bawah Anambas
Foundation
(BAF) — an independent not-for-profit established in 2018 to rehabilitate
and conserve the marine and terrestrial life across the six islands that make up
Bawah Reserve — the resort launched an integrated waste management programme and
is transitioning toward a circular economy.
Circular practices were introduced to island residents in 2019. Designed to
elevate the skill set of locals, improve the economy in the Anambas and help
eliminate
plastics,
artisans from a local village were taught how to make recycled and upcycled
products through education and training programmes developed by BAF. Bags and
pouches, for example, are made from plastic waste and purchased directly by the
Reserve.
In addition to the resort’s land-based efforts, Bawah Reserve is dedicated to
supporting life below the surface — from locally made ocean-friendly
sunscreen
and eco-friendly laundry detergent; to working with marine biologists to develop
protection and rehabilitation programmes for coral, fish and the sea turtles
that nest on the archipelago’s pristine beaches.
COVID-19 has demonstrated that changes must be made in order to support and
secure the future of travel. Along with elevated safety protocols, a genuine
commitment to sustainability provides a roadmap to a more responsible and fair
way to travel. And while many tourism professionals have some way to go, the
SDGs and the UNWTO’s One Planet Vision offer guidance on how to build back
better and create a better normal for tourism.
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Lindsay Grace Kinniburgh is Founder & CMO at Outsourced imagination — a new, purpose-driven marketing agency focused on providing meaningful marketing strategies, creative campaigns, honest communications and progressive consultancy services for small businesses and big brands.
Published Sep 4, 2020 2pm EDT / 11am PDT / 7pm BST / 8pm CEST