Sustainable Travel and Tourism Trends: Key Insights from Liz Ortiguera at ITB Asia 2024

Sustainable travel and tourism trends were the focus of Liz Ortiguera‘s keynote presentation at ITB Asia 2024, where she delivered a forward-looking analysis of how the global travel sector is evolving. As Managing Director for Asia Pacific and Senior Advisor to the CEO of the World Travel and Tourism Council (WTTC), Ortiguera provided a comprehensive view of key trends, with a particular emphasis on sustainability, community engagement, and Asia Pacific’s pivotal role in the sector’s future.

The Rise of Sustainable Travel Demand

Sustainable travel and tourism trends have surged in response to growing consumer awareness and shifting post-pandemic priorities. According to Ortiguera, 76% of travelers now seek sustainable travel options, with that figure climbing to 99% in some Asia Pacific markets. The heightened interest in sustainability is largely driven by the visible impact of climate change, particularly in developing regions. Consumers in these areas, having experienced firsthand the environmental changes around them, are increasingly vocal about choosing responsible travel options.

Yet, Ortiguera noted an important distinction: while sustainability is at the forefront of traveler expectations, the willingness to pay a premium for such experiences has not materialized. However, she emphasized that responsible brands are gaining favor, positioning sustainability as a key competitive advantage. “The more progressive, modern brands will adopt sustainable practices, becoming trendsetters in the industry. It’s essential for businesses not to get left behind,” she stated.

WTTC’s Role in Supporting Sustainable Travel

Ortiguera also highlighted the WTTC’s efforts in promoting sustainable travel and tourism trends through various initiatives. A significant program mentioned was the Hotel Sustainability Basics, a global framework that outlines 12 fundamental actions any hotel can take toward sustainability. These measures, which range from waste reduction to energy conservation, serve as a stepping stone for properties to gradually move towards full sustainability certification.

Singapore, often recognized as a sustainability leader in the region, has committed to 42 sustainability criteria—well beyond the basics, demonstrating its intent to set the standard for responsible tourism. Ortiguera praised Singapore, stating, “Singapore is a global leader in sustainable tourism management. It’s a model for balancing rapid tourism growth with environmental stewardship.” As more destinations and organizations embrace such frameworks, the push towards verified sustainability credentials will intensify. This shift will soon be non-negotiable, as Ortiguera foresees certifications becoming the norm across the industry in the coming years.

The Importance of Sustainable Destination Management

Sustainable destination management was another central topic of Ortiguera’s presentation. She stressed that tourism’s rapid growth must be met with thoughtful planning to ensure that destinations remain resilient and capable of handling increased demand without harming local ecosystems. Overcrowding, which she referred to as “consumer-driven advocacy,” is becoming a more pressing issue. Balancing the needs of both international and domestic travelers, as well as the capacities of local communities, will be key to the long-term health of the sector.

Local communities, in particular, play a crucial role in the sustainability conversation. Ortiguera spoke about the rise of community-based tourism, which promotes mutual benefits between local populations and visitors. In many destinations across Asia Pacific, communities are increasingly involved in creating authentic, immersive experiences that not only showcase local culture but also drive economic development. Ortiguera emphasized, “Tourism must contribute to the communities that host travelers. Local engagement ensures that tourism growth remains inclusive and sustainable.”

Global Trends Shaping the Future of Travel

Beyond the immediate focus on sustainability, Ortiguera outlined several global trends shaping the future of travel, many of which align with sustainable travel and tourism trends. One such trend is the increasing demand for nature-positive tourism and soft adventure experiences. Ortiguera cited statistics showing that 80% of travel and tourism revenue is linked to nature-based activities, making it imperative for the industry to prioritize the protection of natural assets. She also highlighted the growing appeal of activities like hiking and cycling, particularly in the Asia Pacific region, where soft adventure is an emerging segment. As these experiences often tie into wellness and holistic health practices, they provide an opportunity for destinations to market a more rounded, meaningful travel experience.

Holistic wellness tourism, a trend already well-established globally, is finding new traction in Asia Pacific. Ortiguera pointed to the rise in Asian spiritual wellness practices, such as sound healing and traditional therapies, which are increasingly becoming mainstream. These experiences offer travelers a deeper connection to both themselves and the environment, reinforcing the value of sustainable travel and tourism trends in the future of wellness travel.

Local Culture and Culinary Tourism

Another major trend Ortiguera touched on was the global rise in demand for authentic, local culinary experiences. As international travelers become more adventurous with their food choices, the opportunity for destinations in Asia Pacific to showcase their rich culinary heritage grows. “Don’t assume travelers just want Western food. They’re eager to explore local cuisine, and this is a vital part of celebrating both heritage and sustainability,” she remarked. Sustainable sourcing and reducing food waste were also emphasized as key components of responsible culinary tourism. Singapore, with its progressive zero food waste initiatives in the restaurant scene, is setting an example for the region.

Authenticity in Travel Experiences

Ortiguera closed her presentation by discussing the importance of authenticity in travel experiences, noting that travelers today seek more than just sightseeing—they want immersive, meaningful interactions that give them a sense of place. She shared an anecdote about selecting a hotel in Bali for a conference, where one property’s design was so generic that it could have been located anywhere in the world. In contrast, travelers increasingly expect destinations to reflect their local culture, history, and identity in ways that create a memorable, place-specific experience. Heritage-based tourism, such as the resurgence of domestic travel within India, reflects this growing appreciation for history and local identity.

The Road Ahead for Sustainable Travel

As Liz Ortiguera concluded her presentation at ITB Asia 2024, the message was clear: the future of the travel and tourism sector will be defined by sustainability, community involvement, and authenticity. Sustainable travel and tourism trends will continue to evolve, driven by changing consumer expectations, regulatory requirements, and the industry’s responsibility to protect the very destinations it markets. The Asia Pacific region, with its dynamic growth and diverse cultures, stands at the forefront of this transformation. The travel leaders in the region will play a critical role in shaping this future, ensuring that tourism growth remains sustainable, equitable, and beneficial for all stakeholders.

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