Greenwashing in Tourism

Greenwashing in Tourism

There’s no way to sugar coat that the travel industry is far from eco-friendly. We know that jetting to destinations on the opposite side of the planet is a problem and many initiatives across the globe actually do more harm than good. But, as more and more people start to take an interest in sustainability and learn about more eco-friendly solutions, it’s no surprise that the travel industry is also experiencing changes. It’s also no surprise that now we are facing the issue of greenwashing in tourism.

As a collective, we’ve become more mindful of how our choices are affecting our planet. It’s truly amazing to see the shift in many countries and cultures who have started to take initiatives to make improvements on a larger scale. As individuals, we can also make a difference in our own daily lives and the choices we make when traveling. Whether it’s choosing an eco-hotel, eating at a vegan or locally sourced restaurant, opting for a responsible tour with an ethically practicing company or ditching flying in favor of train travel (when possible), there are many ways that travelers can reduce their impact on the environment.

Sustainability has become more “fashionable” in the last few years and we’re finally seeing some steps in the right direction. But as with everything in life, when something good happens there tends to be another side as well. As people are now more eager to find eco options, we’re sadly also seeing the rise of greenwashing in tourism. 

What is greenwashing in tourism?

In simple terms, greenwashing is when businesses make misleading ‘green’ or environmental claims in their marketing campaigns to attract more customers. Companies are using it as a strategy to help appease ‘travelers guilt’ by using lots of sustainable terminology in their marketing. You might be asking yourself, isn’t it a good thing that business are prioritizing the environment? In theory, yes. However, these marketing claims are often exaggerated and come from companies who have no real interest in benefiting the planet. Instead, they are simply jumping on the bandwagon to promote sustainability without doing any of the actual practices behind the scenes to make a positive change. So, rather than being genuinely concerned about the environment and minimizing their footprint, they’re spending more time on their marketing efforts than they are on improving their practices.

You might now be thinking, ‘how are we supposed to know who is telling the truth and who is simply lying to make a profit’? One thing you can look out for is when companies make claims without providing evidence to back them up. Before we dive further into that, lets look at why it is such a big problem.

Why greenwashing is a problem

Green tourism means so much more than reducing energy consumption and recycling. It also includes a business’s contribution to their local community, their conservation efforts and the excursions they promote. Does it have a positive impact on the wildlife and plant life in the surrounding areas? Are they truly practicing ethical animal tourism? Not to mention their employment ethos, supply chain, material sourcing and infrastructure. It is a complex issue which is why it can be difficult for consumers to fall victim to pretty claims that have no substance. So naturally, if you want to be an eco traveller, this is not a easy issue to navigate.

Ethical Animal Tourism

To make matters worse, greenwashing in tourism is impacting the companies that genuinely are trying to make a difference. Greenwashing has made many consumers skeptical of green marketing, so the companies who are ACTUALLY doing the right thing, might not be trusted.

How to spot greenwashing and travel more ethically

Greenwashing in tourism can be really difficult to spot. There are many levels to this and it can feel overwhelming and tricky to keep up. However, I believe we have the responsibility to do our part. We need to make sure we are researching the proper business to support. As consumers, we have the power to drive sustainability and spend our money with ethically practicing companies.

Yes, this does mean a bit of extra work on our part. Taking the time to thoroughly examine green marketing claims to see if they have enough data to back up what they’re saying.

The businesses that are genuinely supporting the environment will be able to show you what they have done to help. Their information won’t be hidden from customers and their claims won’t be vague. There will often be entire sections devoted on their websites showing in detail the procedures they are using to help minimize their footprints. They will show how they are giving back to the community and the processing practices they are using. They will be transparent about the problems they are still facing and how they want to continue to improve in the future. You’ll also notice that their messaging will be consistently aligned and they’ll be able to answer your questions. When in doubt don’t be afraid to ask questions! You can also look out for travel companies that are certified or vetted through credible companies such as GSTC or B Corp.

Conclusion

Greenwashing in tourism can absolutely feel overwhelming. I won’t lie and say it will always be easy to decipher false or exaggerated claims. After all, greenwashing is a complicated issue. Greedy corporate companies are willing to spend billions on marketing lies to continue to bring in a profit at the expense of the planet. In addition, some companies simply lack awareness of what it actually means to be green. However, with all that being said, knowledge is our power. Understanding what greenwashing is is an important first step in the right direction!

The good news is, as more and more people start to care and educate themselves on the issue, the more difficult it will be for companies to hide behind false claims. Plus, those companies who are truly dedicated to the cause will be rewarded. So the best we can do, is always try to make sure our own choices reflect the mission to help preserve this beautiful planet we all call home.

I would love to hear your thoughts on the subject of greenwashing in tourism. Please feel free to leave a comment below so we can discuss! Happy and responsible travels xx