The flaw in sustainability: Why responsible tourism avoids hard questions

Ewan Cluck­ie argues that travel & tourism’s sus­tain­ab­il­ity claims have cre­ated a cred­ib­il­ity crisis, and that it is time to ask hard ques­tions about own­er­ship, gov­ernance, and incentives.

“The travel industry talks a lot about sus­tain­ab­il­ity […] Yet trust in sus­tain­ab­il­ity claims is declin­ing, and scru­tiny from reg­u­lat­ors, con­sumers, and part­ners is increasing.”