Can Tourism Save the Planet? The Case for Going Green and Gorgeous
Tomorrowland: The Future of Travel and Tech
- Can Tourism Save the Planet? The Case for Going Green and Gorgeous
Can Tourism Save the Planet? The Case for Going Green and Gorgeous
Tourism’s had its fair share of side-eye when it comes to sustainability. And to be fair, some of that is deserved. Overtourism, environmental strain, carbon emissions—these issues are real. But so is this: tourism done right, can be one of the most powerful tools we have for protecting the planet.
That might sound bold. But stay with me.
The truth about travel’s impact
We know the negative stories. Overcrowded beaches, displaced wildlife, crumbling infrastructure, carbon-heavy travel. It’s all valid. But it’s only part of the story. Because while tourism can damage ecosystems, it can also fund their protection. It can support conservation, empower local economies, and build the case for preserving cultural heritage and natural beauty.
The key? Intentionality.
The problem isn’t tourism itself—it’s the way it’s been done. Volume over value. Convenience over consideration. That’s where we’ve gone wrong. But the good news is we can absolutely go right.
Sustainable travel isn’t fringe anymore
Let’s just set the record straight: eco-conscious tourism isn’t about giving up comfort or “making do.” It’s not all compost toilets and cold showers. Sustainability, when done well, can be thoughtful, beautiful, and downright luxurious.
Today’s travellers are paying attention. They’re actively looking for:
Accommodations that run on renewables or support local makers
Authentic experiences that reflect the culture of the place
Food that’s seasonal, regional, and doesn’t travel 3,000 km to get to your plate
Activities that tread lightly and give back
The shift is happening. People want their travel dollars to mean something. They still want the adventure, the discovery, the beauty—but they also want to feel good about how they got there.
From sustainable to regenerative
The next step in this conversation is regenerative travel. This goes beyond “do less harm.” It’s about leaving a place better than you found it.
It’s not just staying at a hotel that recycles. It’s booking with a business that uses its profits to plant trees, restore wetlands, or fund local education. It’s choosing operators that include Indigenous voices not as a checkbox, but as leaders and knowledge keepers. It’s tourism that nourishes the very communities and ecosystems it touches.
That’s the future I want to be part of.
What this means for the industry
Let’s take off the “noble cause” hat for a second and talk brass tacks. Sustainable tourism is good business.
It’s increasingly profitable. Eco-conscious travellers tend to stay longer, spend more, and tell everyone they know when they’ve had a great, values-aligned experience.
It’s more resilient. Tourism models that prioritize sustainability often rely on strong local relationships, diversified offerings, and community investment. That creates stability—something the industry could use more of.
And it’s more marketable. Storytelling, values alignment, impact data—these are marketing gold if you know how to communicate them well.
So, if you’re in the business of tourism, this isn’t a trend to watch—it’s a wave to ride.
Small steps count
Let me be clear: this isn’t about being perfect. You don’t need to overhaul your entire business overnight. Just try to make more meaningful choices, one decision at a time.
Here are a few places that make a difference:
Partner with local suppliers. It keeps money in the community and lowers your footprint.
Be honest about where you’re at and what you’re working on. People appreciate transparency over perfection.
Educate with warmth and curiosity. Invite travellers into the story, rather than making them feel like they’re doing it wrong.
Track your impact. It helps you improve, and it gives you something real to share with your guests.
And if you’re not sure where to start, ask for help. Collaborate. The best sustainability work happens in partnership, not isolation.
So… can tourism save the planet?
Not all on its own. But can it play a meaningful role in how we preserve, protect, and rethink our relationship with the world?
Absolutely. And it already is.
All across Canada, and in communities around the globe, tourism businesses—especially small and local ones—are leading the way. They’re proving that you can run a values-aligned business and be financially sustainable. That you can honour culture, protect nature, and still create Instagram-worthy, jaw-dropping, life-changing travel experiences.
So, if you’re already doing this work: amazing, keep going! If you’re just getting started: welcome to a wonderful new era of tourism! This isn’t a passing phase—it’s where the industry is headed. And we all get to help shape it.
Let’s make “green and gorgeous” the new standard 🌿
At Roamlii, we believe tourism should do more than drive bookings. It should drive impact. And we’re building tools that help you get found, get booked, and grow—without losing your values along the way.
Whether you’re already well down the path or just taking your first few steps toward sustainability, we’re here to help you connect with the travellers who care about what you care about.
👉 #GetRoaming and let’s build a tourism economy that’s better for business—and better for the planet.
Yours in tourism, innovation and startups,
Founder & CEO
Roamlii
