Conflicting Messages are being heard about the impact of the credit
crunch on travel and tourism. Some industry pundits insist that everything
is ‘business as usual but others are predicting a bout of belt-tightening.
But leading figures on the responsible side of tourism are more upbeat,
predicting that an economic downturn may prove an opportunity to develop and
promote
sustainable travel – with a growing UK trend towards holidaying
at home.
The World Travel & Tourism Council (WTTC) predicted in January
that the UK
travel industry would only be ‘moderately impacted’ by
the effects of the global
economic downturn. WTTC president Jean-Claude Baumgarten admitted
challenges, but was positive about continued development in tourism
worldwide. ‘Tourism growth has been particularly rapid in developing
countries with the fastest average growth in tourism arrivals in the
Middle East region,’ he said.
‘These countries are not only recognising the development potential
of travel and tourism and therefore investing heavily in new infrastructure and facilities,
but their citizens are also seeing rapid economic growth boost their incomes beyond the level
where international travel becomes both a feasible and desired option.’
Indeed, some sources suggest that UK holidaymakers are not changing
their travel habits as a result of the credit crunch. Earlier this
year market research carried out by TNS Travel & Tourism found
that only seven per cent of British adults would allow the credit
crunch to influence their holiday decisions. Almost one fifth still
planned to take at least two holidays this year. Tom Costley from
TNS said: ‘This data highlights a number of trends that suggest
the UK holiday market appears to be resilient in the face of the economic
downturn.’
So what does this all mean for responsible travel?
Most of those participating in the TNS survey said they would be taking their holidays within the UK and
Ireland. There are hints that economic insecurity may actually be encouraging British
travellers to follow the recommendations of many environmental organisations:
cut down on flights and holidays abroad. Last month it was reported that British skiers are
turning away from more costly North American skiing holidays, preferring
to take their winter breaks within Europe. Bookings to Europe have
increased by up to 20 per cent despite those holidays becoming slightly
more expensive, compared with the same time last year.
The chief executive of VisitScotland, Philip Riddle, sees great potential
for promoting local tourism as Brits save their money by taking fewer trips overseas. He says
people are nervous about the implications of the global economic crisis. ‘I think
one of the things that will arise from that nervousness will be people
considering staying closer to home for holidays. It’s a good
time to capitalise on that.’
The tiny English county of Rutland is also enjoying the benefits to its tourism industry. County councillor
Peter Jones said: ‘With the credit crunch, the uncertainty of foreign travel and
the weakness of the pound against foreign currencies, the idea of a three-day break is much
more attractive. ‘In some respects people are not going for a week abroad but
instead choosing two- to three-day holidays. We’ve noticed a considerable increase
in short-stay visits where people come to cycle, to walk and enjoy the countryside and
to visit some of the many attractions.’
Justin Francis, co-founder of responsibletravel.com believes that
as well as offering a richer, more authentic, more thoughtful experience
for tourists, taking a more local and responsible approach to travel is actually a way
in which holidaymakers can save money. ‘A myth has developed
around the relative costs of travelling responsibly. This has been
fuelled by the ethical sectors of other industries such as organic
food. The truth is, it doesn’t cost more to stay in locally-run
accommodation, it doesn’t cost more to eat in locally-run restaurants
and it doesn’t cost more to use local guides. In fact, it costs
considerably less to do all these things.’ ‘We’re
all looking for something a bit more real, more authentic. Once the
myth has been exploded that tourists only want cheap holidays in the
sun, the demand will increase and the responsible tourism movement
will grow very significantly.’ Just as travellers may find that
belt-tightening and sustainable living go hand in hand, those in the
travel trade are also being encouraged to take the worsening economic
situation as a chance to embrace responsible tourism. Echoing calls
within the finance sector for significant restructuring according
to a long-term vision, Fiona Jeffery, chairman of the World Travel
Market, has called for tourism businesses to consider the financial benefits of the forward-thinking
approach. ‘It’s untrue that responsible tourism cannot help companies
to achieve a good financial return. Making a profit from responsible tourism is the new way forward,
yet many simply shy away from it with something approaching embarrassment,’
she said.
Travel Foundation chief executive Sue Hurdle also urges travel companies
‘not to lose their conscience in the credit crunch.’ At
the recent ABTA Convention she pointed to the logic of improving energy
efficiency while global fuel prices are on the rise, saying that ‘with
rising commodity prices, smart businesses are concerned about recycling
and cutting waste. ‘At a time when the “thrift agenda”
is dominating the news, we all need to work together to keep sustainable
travel and the environment front of mind,’ she added.
Harold Goodwin, director of the International Centre for Responsible
Tourism expects responsible tourism to be part of the strategy for
survival of a significant part of the industry. ‘Responsible
tourism is a form of non-price competition – attractive in a recession,’ he said. ‘Responsible Tourism is not primarily
about money. Many of the most interesting and successful initiatives are about changes in management
rather than about philanthropy. Established firms already use their
“responsible” approach to build customer loyalty. ‘Responsible
Tourism also enhances the experience – a responsible tourism
experience is a better experience; and as consumers take shorter or
fewer holidays they will want to get more out of them.’
Ashley Toft, managing director of this year’s Responsible Tourism Awards Best Tour Operator winner
Explore, which runs small-group adventure holidays around the world, has not yet seen
any impact on their sales. ‘That gives me confidence that people like the way we
do it, at least,’ he notes.
‘And for many people, having an adventure that gets them right
under the skin of the country they are visiting, is right up there as a spending
priority. And our kind of trip is not in four or five-star hotels. Getting good value is part
of the whole ethos of this kind of travel.’
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Justin Francis, co-founder of responsibletravel.com believes that
as well as offering a richer, more authentic, more thoughtful experience
for tourists, taking a more local and responsible approach to travel is actually a way
in which holidaymakers can save money. ‘A myth has developed
around the relative costs of travelling responsibly. This has been
fuelled by the ethical sectors of other industries such as organic
food. The truth is, it doesn’t cost more to stay in locally-run
accommodation, it doesn’t cost more to eat in locally-run restaurants
and it doesn’t cost more to use local guides. In fact, it costs
considerably less to do all these things.’ ‘We’re
all looking for something a bit more real, more authentic. Once the
myth has been exploded that tourists only want cheap holidays in the
sun, the demand will increase and the responsible tourism movement
will grow very significantly.’ Just as travellers may find that
belt-tightening and sustainable living go hand in hand, those in the
travel trade are also being encouraged to take the worsening economic
situation as a chance to embrace responsible tourism. Echoing calls
within the finance sector for significant restructuring according
to a long-term vision, Fiona Jeffery, chairman of the World Travel
Market, has called for tourism businesses to consider the financial benefits of the forward-thinking
approach. ‘It’s untrue that responsible tourism cannot help companies
to achieve a good financial return. Making a profit from responsible tourism is the new way forward,
yet many simply shy away from it with something approaching embarrassment,’
she said. 
