by Cecelia Bolon
You've probably noticed that more companies are prioritizing sustainability. It makes sense — consumers are becoming increasingly aware of environmental threats, so they are more likely to buy something from an environmentally friendly company. Companies know this too, and lots of companies are trying to bolster their sustainability programs for this very reason. However, some companies take advantage of this growing trend by advertising how green they are without making meaningful changes to actually be green.
We call this Greenwashing — misleading consumers to believe that a company is more environmentally friendly than it actually is. Greenwashing happens in virtually every sector, including travel. In the travel industry, for example, there is an increasing number of eco-friendly options, including eco-friendly tours, resorts and hotels. Unfortunately, not all of these options are as ethical and sustainable as they’re advertised to be.
Eco-tourism is a buzzword that more and more tourism companies are throwing around, but tourists and travelers should dig a little deeper to make sure that the practices of these companies actually align with their eco-tourism advertisements. One ethical travel blogger suggests asking how much of the company’s profit is invested in conservation efforts, and how they have worked to protect native wildlife. You can also ask if they minimize their environmental impact through specific policies like tourist limits. It’s also important to see if tour companies uphold their commitments to local communities, especially when they say that they empower local communities. You can ask if they employ local people, buy locally-sourced products, or if they are involved in community projects.
The main takeaway here is to do your research if you want to avoid falling into the greenwashing trap. Most of us don’t have the time to call every single tour company we’re considering using for our next vacation, but there are easier ways to make sure your sustainable vacation is as sustainable as you think it is. A third-party certification from the Global Sustainable Tourism Council (GSTC) is a good indicator that a tour company is legitimately sustainable. You can also check out this list of environmentally-friendly vacation options in Latin America, which meet the standards set by Rainforest Alliance. If all else fails, simply keeping in mind that your tourism has an impact on the place you are visiting — both the physical environment and the people who call it home — will help you be thoughtful about the ways you choose to be a tourist.
If you want to dive deeper into what Greenwashing looks like, check out the 7 sins of Greenwashing.