That was the message from TerraVerde directors Marina Bradford and Patrick Richards during TTG’s Fairer Travel Sustainability Forum, in association with the Spanish Tourist Office, on Thursday (7 July).
According to Richards, 45% of attendees said they have prioritised their pandemic recovery plans over sustainability schemes and have struggled to focus on their environmental footprint.
"This is unsustainable," Richards told delegates. "Building back better, with a core, should be integral to the recovery process.
"Tourism keeps on getting walloped, pre-Covid, during Covid and after, it is absolute essential we build these things into our frameworks and strategy now. We need to respond responsibly, in a way that highlights both the planet and our businesses."
Meanwhile, Bradford outlined five "key components" of a good sustainability strategy which agencies and operators can take onboard, while focussing on their Covid recovery.
"It has to be rooted in purpose, what do you exist for and why do you want to do it? Every organisation will need to find their purpose," she said.
"You also need to take a holistic approach to sustainability. You have to think, how does everything we do, recruitment, output etc, buy into what we are trying to achieve. It needs to be part of everything you think of."
Other components highlighted by Bradford include keeping teams engaged with the company’s sustainability initiatives, making sure you are aware of what’s coming in the future and measuring data effectively and efficiently.
"We all share the same planet," Bradford added. "Sustainability is about making sure there is a continued standard of living available to the future generations.
"We talk about strategy, these are things we keep in mind. It’s not just about doing better today, it’s about making sure we can do things for tomorrow."
Businesses were also urged to not "jump on the bandwagon" with sustainability policies, as larger companies’ initiatives may not work for smaller firms.
TTG Media has forged a partnership with a TerraVerde to help drive the business on its journey to decarbonisation.
The Fairer Travel Sustainability Forum is part of TTG’s Fairer Travel Week, in association with the Spanish Tourist Office, featuring a host of events including Travel Pride, the Sustainable Travel Showcase and the Fairer Travel Diversity Forum. Find out more here.
