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Rethinking Sustainable Tourism — Digital Marketing News This Week

Jeremy Kressman

Photo Credit: More travel brands and tourism organizations are rethinking their approach to sustainable tourism. Flickr / Kyle MacKenzie

Skift Take

Overtourism is a growing problem, so it's heartening to see Booking.com taking on the problem of sustainability in an innovative way. That said, it's still too early to tell if this is a genuine commitment to sustainability, or just a "feel-good" move to create PR headlines.

Despite recent signs for pessimism, the world is still in the midst of a global tourism boom. The World Travel Tourism Council predicted a growth rate of 3.1% for 2016, and as Skift has highlighted, destinations like Iceland, Spain, and Italy are increasingly overrun with more visitors than they can handle. How should destination organizations manage this insatiable urge to travel while still preserving the environment and addressing the needs of local residents? One sign of a shift in sustainable tourism strategy is a new startup accelerator program by Booking.com. The tech-savvy OTA plans to use

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