Tourism and greenwashing

Tourism and sustainability

Author : Charlotte Mahé

Reading time : 8 minutes

World travelers are increasingly aware of the impact their trips have on the environment. They are looking for experiences that preserve the planet, and support local communities. With this new way of traveling attracting increasing attention, many companies and organizations in the tourism sector are proclaiming themselves to be sustainable or eco-responsible. However, behind this rhetoric often lies a different reality: that of greenwashing.

The term greenwashing is a contraction of the words green and whitewashing. It refers to the fact that a company, organization or tourist destination claims to be environmentally friendly and socially responsible, when in reality it is not. This relatively new term has been defined by ADEME (the French environment and energy management agency) as follows: “The term greenwashing is usually used to describe any claim that can mislead the public about the real ecological quality of a product or service, or about the reality of an organization’s sustainable development approach, regardless of how it is disseminated.” This practice can take many forms, such as exaggerated claims about ecological efforts, manipulation of images or concealment of the real environmental impacts of a company’s activities.

How to identify greenwashing in tourism?

First of all, you need to be careful about the terms you use. Some companies use terms like “eco-friendly”, “green” or “ecological” in an unfounded way. Commitment to sustainability goes far beyond words, and is reflected more in concrete actions such as the implementation of positive-impact projects. What’s more, sustainability isn’t just about protecting the environment. Social and economic aspects must also be taken into account, as they form a significant part of the sustainability assessment. In particular, the well-being of local communities and their economic reality must be taken into account, so that they can be included in sustainable initiatives and their positive spin-offs.

Then there are the problems of transparency in corporate communications. Those who are truly committed to sustainable tourism are transparent about their impact and practices. If a company fails to provide detailed information, this should raise doubts among travelers.

Greenwashing also involves false promises made by the company, which in reality has neither the ability nor the intention to keep them, such as promising to plant a tree for every booking made without actually implementing it.

So, how can we ensure that a company really does have a positive impact? There are sustainability certifications that can serve as complementary indicators for travelers wishing to support genuinely sustainable organizations. While these certifications are not a sufficient guarantee, they do provide an additional source of information. However, it is essential to remain vigilant and to verify that concrete actions have been taken, as this is the most reliable indicator there is.

What are the consequences of greenwashing for sustainable tourism?

The consequences of greenwashing are inevitably harmful to the sustainable tourism sector. In particular, it leads to a lack of trust. Travelers often find themselves disappointed when they discover the reality behind false promises, which is detrimental to their travel experience. They become more distrustful and less inclined to genuinely support sustainable initiatives in the future, especially as these experiences often come at a slightly higher-than-average price.

Companies that practice greenwashing also continue to contribute to pollution, environmental degradation and climate change, all the while maintaining a responsible image. As a result, those who make a real effort by investing in sustainable projects find themselves disadvantaged by the consequences of other greenwashing companies.

Last but not least, local communities are also victims of this green marketing and the false promises made by companies, as their destination is visited less and thus their income from tourism is affected and diminished.

How to combat greenwashing ?

To preserve the integrity of sustainable tourism, it is essential to combat greenwashing. We need to make travelers aware of what good sustainable practices are, so that they can make informed choices when planning their itinerary, and visit truly sustainable initiatives once they’re in the destination. It’s essential to make travelers aware of the real impact of mass tourism. Some may not be familiar with other forms of travel, so there’s an opportunity to educate and communicate more about the benefits of sustainable tourism.

It is essential to encourage transparency around the tourism sector. Organizations must be able to justify the implementation of concrete actions and projects beyond certification. Transparency must also be achieved in terms of figures, notably through the publication of reports.

Greenwashing in the tourism sector threatens the credibility of the industry and undermines the trust of travelers. We need to be able to identify which organizations and companies use this marketing technique, and which are genuinely committed to sustainability in the sector. It’s important for travelers to be able to make informed choices in order to truly support sustainable initiatives.

Village Monde is committed to this approach through its involvement in various positive-impact projects for remote communities around the world, as well as by setting up global citizenship and environmental education programs, mainly here in Quebec, to help promote new forms of sustainable, off-the-beaten-track travel that have a positive impact for all those involved.

Tourism and greenwashing

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