Sustainable Travel: It’s about the destination, not the journey!

In 2021, Blackbox Research did a comprehensive study on the ‘Rise of the Sustainable Traveller in Southeast Asia’, where the results were quite heartening. Our findings showed a growing awareness for the sustainability cause among Southeast Asians.  

Perhaps that was just a pandemic-induced awakening, however, because our more recent 2023 study suggests that the sustainability hype has certainly died down. Our study findings show that public perceptions have changed, and not for the better—an indication that people may have gone back to their old habits of putting convenience over the environment. In our survey of more than 8500 respondents across Indonesia, Malaysia, Philippines, Thailand, Singapore, and Vietnam, only 18% said they thought frequently about the environmental impact of being a tourist.  

This is a sharp decline from our 2021 study, in which almost 7 in 10 (67%) Southeast Asian consumers said they would have gone out of their way to choose a travel option that was more environment-friendly or sustainable. 

According to Southeast Asians in our 2023 survey, staying at sustainability-focused hotels (28%) and travelling less often (23%) were the top options when asked to consider more sustainable travel options.  

A mere 9% say they would be willing to support the preservation of the environment in the local communities they travel to, a practice known as eco-tourism. This again is unfortunately in stark contrast to our 2021 study, where 90% of Southeast Asians felt it was important to preserve the cultural and natural environment of a destination. 

Where did the green enthusiasm go? 

For many, sustainability is still an idealistic concept, and not a ‘real’ issue, unlike economic, housing, and employment concerns. Southeast Asia, much like the rest of the world, is facing an economic slowdown with GDP growth expected to be a modest 4.7% in 2023. Meanwhile, inflation rates have risen from 2% in 2021 to a peak of 5% in 2022, is forecasted at 4.4% in 2023 according to ADB’s estimates.  

In the face of pressing everyday issues such as inflation and potentially struggling to make ends meet, the environment often takes a back seat. Even amongst the middle class (i.e., those most likely to have the disposable income to travel), the economic crisis has made many Southeast Asians tighten their purse strings. Therefore, the notion of paying a premium for a supposedly sustainable option might not sit too well amongst Southeast Asian travellers.  

There is also the issue of ‘greenwashing’ to consider, which is the practice of companies using misleading marketing tactics to make their products or services appear more environmentally friendly than they actually are. This can involve making false or exaggerated claims about the environmental benefits of their products or using ambiguous terms like "natural" or "green" without any clear standards or certifications to back them up. Essentially, it is a form of deception that exploits people's desire to be more environmentally conscious by falsely claiming that a product or service is eco-friendly. In this hyper digital age, it’s easy to call such things out and one major controversy about the dubious credentials of a prominent green brand can create doubt among consumers who may then question the very concept of sustainability, or cause them to simply not care enough about it anymore.  

Making Eco-tourism worth it 

With economic challenges and deceptive green marketing practices raising skepticism about sustainable tourism in Southeast Asia, restoring trust in eco-tourism within the region necessitates a restoration of confidence. Businesses in the tourism sector need to go beyond the “no plastic” rhetoric and implement real sustainable practices. Collaborations with local communities, for example, provide a pathway to preserve traditions and empower marginalised communities while promoting a sustainable approach to tourism. Many such initiatives already exist in Southeast Asia such as Thailand’s Elephant Jungle Sanctuary or Vietnam’s Sapa village where cottage industries still thrive.  

Businesses in the tourism sector also need to remember that travellers today are more aware and worldly-wise. Armed with their smartphones, access to knowledge and outrage is just a click away for travellers, who can easily find information on sustainable tourism and discern the genuine from greenwashing. Businesses need to make an authentic effort to be sustainable if they are to get that green tourist dollar. Governments, meanwhile, need to do all they can to tamper inflation before people can even think of spending on sustainability in the first place!  

While sustainable tourism has taken a hit in 2023, our survey shows that not all hope is lost. Southeast Asians are still willing to consider the sustainable approach, but organisations will need to rebuild trust with tourists given the climate of economic uncertainty and skepticism over supposed sustainable practices. To learn how your business can go about achieving this, reach out to us at connect@blackbox.com.sg