Throughout the Blue Pacific, tourism has long been an economic powerhouse, driving socioeconomic growth, foreign exchange earnings and employment across the region. As a major pillar sustaining growth and development, the tourism sector accounts for more than 319 million jobs worldwide, while also contributing to over 10.4% of all global economic activity. Closer to home these figures are equally significant, with pre-pandemic data indicating that in 2019 alone more than 2.2 million visitors flocked to the Pacific region, generating over US$4 billion in receipts, and contributing to nearly 8% to regional Gross Domestic Product (GDP).
As economically beneficial as tourism is, recent years have highlighted the need to view this ever-growing industry through a sustainable lens. Without robust governance and thoughtful planning, tourism has the propensity to overburden communities and ecosystems, while also overlooking opportunities to foster inclusive and sustainable development. Working to counteract this, many in the sector have started looking towards more holistic and sustainable options, including the Pacific Tourism Organisation (SPTO). In 2021 SPTO released the Pacific Sustainable Tourism Policy Framework, which presents the COVID-19 pandemic as an opportunity to reset, reflect and rebuild a pathway towards a more sustainable tourism industry in the region. The Framework supports the Pacific’s global, regional, and national commitments, including the United Nation’s 2030 Agenda Sustainable Development Goals, and Paris Agreement, as well as the Pacific Islands Forum’s (PIF) 2050 Blue Pacific Strategy.
The growth of a sustainable tourism industry is a goal for many economies around the world. The United Nations Conference on Sustainable Development – or Rio+20 – Outcome document The Future We Want states global commitment to “encourage the promotion of and investment in sustainable tourism, including eco-tourism and cultural tourism”. Within a Pacific context, several organisations work towards the fulfilment of this goal, including Pacific Trade Invest, the Pacific’s leading trade and investment promotion agency, whose tourism program works to promote responsible and sustainable tourism that drives economic development of Pacific countries.
Sustainable tourism is defined by the World Tourism Organisation as “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities”. Put simply, sustainable tourism is a concept that asks for all forms of tourism to be viewed through an ethical and environmentally responsible lens.
Sustainable tourism is now growing not only in theoretical popularity, but in market share. As a growing trend in the tourism industry, the sustainable tourism market is expected to grow at a compound annual growth rate of 15.2% between 2022 to 2030, with recent years also having seen a similar shift occur in consumer behaviour. A report recently released by Booking.com saw 83% of travellers state that sustainable travel was vital to their choice in destination. In the same report, 58% of respondents indicated that they would choose not to visit a place if doing so would have a negative impact on its inhabitants, and 49% would prioritise social or environmental issues when considering a destination.
Much of this shift in consumer behaviour can be attributed to the COVID-19 pandemic, which created monumental change in every facet of society, including propelling a rise in climate awareness and a preference for sustainable product and service options among consumers. This shift in consumer behaviour has influenced the travel industry itself, with travellers increasingly seeking out authentic, sustainably driven escapes, further driving a growing trend towards sustainable travel.
As the Blue Pacific continues to rebuild after the impact of the COVID-19 crisis, businesses are in a unique position to redesign a new kind of tourism that is more closely aligned with the United Nations’ Sustainable Development Goals than ever before, reinventing the future of the industry in the region.
During this time of transformation, businesses are able to leverage this everchanging world with a renewed global emphasis on sustainability, as they work to support the aspects of tourism that drive sustainability through innovation and green infrastructure. Showing prospects of becoming a key destination for ‘green’ tourism, the Pacific tourism industry of today provides many exciting opportunities for businesses to reflect and redesign for a more resilient, prosperous and inclusive future.
For any tourism related enquiries, contact Pacific Trade Invest Australia Tourism & Investment Project Officer, Onorina Fugawai at onorina@pacifictradeinvest.com.
