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Is eco-tourism really sustainable or is it just a marketing tool?

Margo Lavery

As a user of social media, I have seen an increasing number of eco-tourism initiatives being promoted, marketed and advertised across various platforms. It is a concept that sounds attractive, and refers to a form of tourism that promotes responsible travel to natural areas, while minimizing the negative impact on the environment and achieving a balance between conservation and economic development. However, the growing number of eco-tourism offerings has sparked a debate about whether it is really sustainable or just a marketing tool aimed at capturing a growing demand for sustainable travel.

At first glance, eco-tourism seems to fulfill the criteria for a sustainable form of tourism. It emphasizes responsible travel to natural areas, educates tourists and locals alike on conservation efforts and ecology, and contributes to local economies. Additionally, eco-tourism experiences often involve activities that do not harm the environment – such as hiking, bird watching, kayaking, or cultural immersions in indigenous communities. Therefore, it seems to fit the definition of sustainable tourism as outlined by the World Tourism Organization, which aims to "meet the needs of present tourists and host regions while protecting and enhancing opportunity for the Future."

However, eco-tourism isn't always sustainable. In many cases, eco-tourism is marketed merely as a "green" version of conventional tourism. Many resorts and tour operators claim to have eco-friendly practices, but a closer examination reveals that these claims are often more of a marketing tool than an actual effort to preserve the environment. For example, some resorts may offer luxurious accommodations but lack recycling programs, minimize their use of plastic or emphasize the use of renewable resources in their energy production. Further, some of these resorts and operators may hold wildlife expositions, or programs but limit the opportunities for activities associated with eco-tourism, like trekking or guided walks, in the name of conservation. These practices suggest that eco-tourism might merely be a clever marketing strategy that allows operators to charge more for their services without actually delivering on sustainable practices.

To a large extent, the sustainability of eco-tourism depends on the actions taken by the operators. If eco-tourism programs are designed to truly emphasize environmental conservation and responsible travel, they are more likely to be successful and sustainable. For example, eco-tourism should embrace and promote sustainable tourism principles like energy conservation, water conservation, solid waste management, involving the locals and contributing to their development among others. In addition, eco-tourism should raise awareness and translate its activism into conservation programs targeted at endangered species or the environment itself. This approach would help ensure that the principles of sustainability, conservation, and responsible tourism are central to an eco-tourism program, rather than marketing tools, and lead to the longevity of such travel options.

In conclusion, eco-tourism isn't inherently sustainable. But it has the potential to be when properly executed. By promoting environmentally friendly practices, conserving local resources, developing the communities and involving them, and embracing conservation efforts, eco-tourism can become an effective and sustainable form of tourism. Tourists looking to go on eco-tours should conduct research, and ensure they choose to work with eco-tourism operators that are transparent about their environmental policies and impacts, build collaborative partnerships with locals in conservation efforts, and where possible use the power of tourism to impact positively on the environment. This way, travelers can make well-informed choices and ensure they are contributing positively to environmental and societal goals while enjoying an enjoyable and fulfilling travel experience.