At ITB Asia 2024, Liz Ortiguera delivered a keynote address focusing on the evolving landscape of sustainable travel and tourism. As the Managing Director for Asia Pacific and Senior Advisor to the CEO of the World Travel & Tourism Council (WTTC), she presented key insights into sustainability, community engagement, and the pivotal role of the Asia Pacific region in shaping the industry’s future.
Ortiguera noted a significant increase in demand for sustainable travel options, with 76% of travelers now prioritizing eco-friendly choices—this figure rises to an impressive 99% in certain Asia Pacific markets. The surge in consumer interest is largely influenced by the visible impacts of climate change, prompting travelers, especially in developing regions, to advocate for responsible travel practices.
Despite this growing awareness, Ortiguera pointed out a gap in consumers’ willingness to pay a premium for sustainable experiences. However, she highlighted that brands adopting responsible practices are gaining a competitive edge. “Progressive brands will embrace sustainability and lead the industry. Businesses must not fall behind,” she emphasized.
Furthermore, Ortiguera discussed the WTTC’s initiatives to promote sustainable tourism, including the Hotel Sustainability Basics framework, which outlines 12 essential actions hotels can take to enhance their sustainability efforts. These measures, ranging from waste reduction to energy conservation, serve as foundational steps toward achieving full sustainability certification.
Singapore, recognized as a regional leader in sustainability, has adopted 42 standards that exceed basic requirements, exemplifying a commitment to responsible tourism. Ortiguera commended Singapore as a “global leader in sustainable tourism management,” noting its success in balancing tourism growth with environmental stewardship. As more destinations and organizations implement such frameworks, the demand for verified sustainability credentials is expected to escalate, with certification likely becoming a standard industry practice in the coming years.
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