How to Spot and Avoid Greenwashing in Tourism

A Note from the Author

I want to make it clear that my intention in writing this article is not to be preachy or to tell people what to do. Instead, my goal is to bring some of the issues surrounding greenwashing in tourism to people's attention, so that they can be more aware of what to look out for when making travel decisions. By being informed and making conscious choices, we can all play a part in promoting sustainable tourism and protecting our planet.  

Bridget 

As travellers become more aware of their environmental impact and seek conscientious travel options, the tourism industry is responding by promoting sustainability efforts. However, not all these claims are sincere. This practice, known as greenwashing, has become increasingly prevalent in the tourism industry as businesses try to capitalize on the growing demand for sustainable travel. Greenwashing can take many forms – from vague language and buzzwords to exaggerating or outright lying about sustainability efforts. It misleads consumers and undermines the efforts of companies and destinations deeply committed to sustainability. Travellers need to be aware of greenwashing in tourism and know how to spot it. (“How to Spot and Avoid Greenwashing in Tourism”) In this article, I offer tips and examples to help you identify and avoid greenwashing when planning trips. I also share guidance for tourism companies on demonstrating sustainability without resorting to greenwashing.

What Is Greenwashing and Why Is It a Problem?

What exactly is greenwashing? It refers to when a company or destination presents itself as environmentally friendly or sustainable through its marketing but does not live up to those claims. It can involve making unsubstantiated claims or using deceptive marketing tactics to create an illusion of sustainability without implementing impactful practices. (“How to Spot and Avoid Greenwashing in Tourism”) The term “greenwashing” was first used in the 1980s by environmentalist Jay Westerveld. He noticed that some hotels were promoting their reuse of towels as an environmentally friendly practice when it was just a cost-saving measure. This sparked a conversation about misleading marketing and the implications of greenwashing. (“How to Spot and Avoid Greenwashing in Tourism”)

Greenwashing is dangerous because it deludes consumers and harms the environment. By falsely claiming to be sustainable, businesses and destinations can attract travellers willing to pay more for eco- or socially conscious options. (“How to Spot and Avoid Greenwashing in Tourism”) This can lead to a false sense of satisfaction for travellers who believe they are making sustainable choices when actually, they are contributing to environmental degradation. Man-made lagoons are a form of greenwashing because they elude travellers into thinking that they are swimming in a natural body of water when the lagoon is actually a flooded area of land that damages native species and habitats. (“How to Spot and Avoid Greenwashing in Tourism”)

Moreover, greenwashing undermines the efforts of hard-working sustainability leaders in the tourism industry. It creates an unfair playing field where companies that genuinely prioritize sustainability and invest resources into it may struggle to compete with those that make unsubstantiated claims. Travelers must ensure their actions align with their values and encourage meaningful change. By recognizing and avoiding greenwashing, you can make informed decisions that support communities, wildlife, and the planet. This positively reinforces companies that are doing the right thing and encourages industry-wide integrity. (“How to Spot and Avoid Greenwashing in Tourism”)

Tips for Identifying and Avoiding Greenwashing:

1. Educate Yourself: One of the most important steps for tourism companies to avoid greenwashing is to educate themselves and their staff on sustainability. This includes understanding the principles of sustainable travel and staying updated on industry guidelines and best practices.
2. "Verify Certifications: Check if the travel service or hotel has legitimate eco-certifications that are audited by reputable third parties." (“Greenwashing In Tourism: How To Decode Sustainability Rating Systems In ...”)
3. Scrutinize Labels: Look beyond fancy labels to ensure they are backed by credible organizations and not just self-proclaimed badges with no real meaning.
4. Ask Questions: Don’t be a passive traveller – contact companies and ask about where they source their food from, whether they employ locals, and determine if they support any charities.

Conclusion

As responsible travellers, we have the power to drive positive change in the tourism industry. By being vigilant and informed, we can support businesses and destinations that genuinely prioritise sustainability. Let’s choose experiences that align with our values and contribute to a more responsible and authentic travel landscape.

Remember, greenwashing isn’t just about marketing; it’s about the impact we collectively make on our planet. Let’s travel wisely and leave a positive footprint wherever we go.

For more information and resources, visit Sustainable Travel International.

References:

1. How To Spot and Avoid Greenwashing in Tourism
2. Greenwashing In Tourism: How To Decode Sustainability Rating Systems
3. How to spot Greenwashing in the tourism industry
4. Sustainable Travel, Explained: How to Avoid Being Greenwashed