Kicking off two days of discussions at the ASEAN Tourism Conference during the ASEAN Tourism Forum 2024, CNN International celebrity journalist and presenter Kristin Lu Stout moderated a dynamic panel exploring the marketability of sustainability in tourism.

Catherine Germier-Hamel, CEO of Destination Mekong, highlighted the diverse perspectives on sustainability, emphasising its significance as a vision for governments, a business model for enterprises, and a way of life for individuals.

For people, for business too

From left: Catherine Germier-Hamel, Michael Massey, Tom Chantaphone, and Kristin Lu Stout

Tom Chantaphone, director of Laos-based The Hiker Travel, stressed the need for sustainability to make business sense, with a focus on community benefits.

“As an entrepreneur, the question is how to get people involved and benefit local communities, then we can figure out how sustainable our business model is.”

Chantaphone cited examples of culturally and socially responsible products, like an elephant sanctuary in Sayaboury. Such attractions could be a sensitive subject, but he defended the sanctuary as a vector to explain the importance of elephants in Lao culture in a non-exploitative way.

A status driver

While many travellers seek out novel experiences, Germier-Hamel added that convenience and the fear of missing out motivate tourists more effectively than guilt.

Sustainability, Germier-Hamel noted, should be aspirational, symbolising status and enjoyment. “They want to post about their trip and show off. They want this sense of power, status and enjoyment.”

Michael Massey, environmental committee chair of the Phuket Hotel Association and general manager of the Absolute World Resorts, highlighted the industry’s responsibility to guide guests toward sustainable choices. “On holidays, what travellers want is to escape from their burden and responsibilities.”

That desire can have a negative impact though. “There is a temptation to act irresponsibly. As an industry we can guide our guests’ experiences.”

Who’s responsible?

Referencing the often-quoted 2022 Expedia study, which stated that a majority of travellers want to see more sustainability, Massey questioned if guests are willing to pay for greener options. “Consciousness and mindfulness still have a long way to go,” he said.

Moderator Lu Stout asked the panel if that meant the onus of sustainability was on the industry and not the consumer.

“We have to stop overusing sustainability as a catchall,” said Germier-Hamel. “Instead, to appeal to tourists, it’s the sustainable tourism experiences that we should make sexy.”