1.1.2. Sustainability in tourism

During the 1970s the idea of environmental protection started gaining ground on a worldwide level, which also had an influence on the sector of tourism. However, it was the -so called- Brundtland Report in 1987, titled “Our Common Future,” that played a pivotal role in making sustainability principles mainstream across various sectors, including tourism. The report defined sustainable development as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” (World Commission on Environment and Development – Brundtland, 1987). This definition provided a framework for incorporating sustainability considerations into tourism planning and policymaking. In the 1990s the term ‘ecotourism’ comes to the forefront as well defined as “environmentally responsible travel and visitation to relatively undisturbed natural areas, in order to enjoy and appreciate nature (and any accompanying cultural features – both past and present) that promote conservation, have a low visitor impact, and provide for beneficially active socio-economic involvement of local populations” (Ceballos-Lascurain, 1996). 

The ancestor of sustainable tourism was ecotourism. Ecotourism as a notion started gaining popularity among academics, policymakers, organizations and various stakeholders seeking to limit the environmental footprint of tourism. It became acknowledged as a distinct type of tourism that included visits to natural areas, activities that involved community engagement and cultural immersion, agricultural engagement and any other activity closely connected to nature and its elements (Weaver, 2007).

By the end of the 20th century the principles of sustainability in tourism were firmly established. International organizations such as the United Nations World Tourism Organization (UNWTO) and the Global Sustainable Tourism Council (GSTC) played a crucial role in mainstreaming sustainability through initiatives such as the Global Code of Ethics for Tourism and the development of sustainable tourism criteria and certification programs (UNWTO, n.d.; GSTC, n.d.). Additionally, the adoption of the Millennium Development Goals (MDGs) in 2000 and later the Sustainable Development Goals (SDGs) in 2015 by the United Nations emphasized the importance of sustainable development, including sustainable tourism, on a global scale. Nowadays, the SDGs established in 2015 directly affect the promotion of sustainable tourism through Goal 12 which calls for sustainable consumption and production patterns, including the efficient use of resources and the reduction of waste and pollution but also through Goal 8 which emphasizes the promotion of sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all (United Nations, 2015).

However, the proliferation of sustainable tourism is not only an initiative on the policymaking level, in the latest decades the number of individuals and groups of travelers as well as people working in the industry of tourism who opt for responsible and eco-friendly tourism is growing. This has been caused by various factors such as the advance of technology and internet which has made the process of raising awareness easier than ever via social media and online news (Hall, 2014). What is more, the topic of sustainability has also become part of the educational curricula, sensitizing youth, and children while campaigning and educational programs that aim at promoting responsible travel behaviors have been created more consistently during the last years (Bramwell & Lane, 2000).