Sustainability in action at Lady Elliot Island, Australia – Image: Tourism Australia
Tourism Australia has launched a new sustainability initiative, Green is Our Gold, to rally the Australian tourism industry around a shared commitment to protect and strengthen Australia’s natural environments, cultures and communities.
According to Tourism Australia, consumer demand shows that sustainability is increasingly important to travellers, both in their everyday lives (77 per cent) and in the way they choose to travel (70 per cent).
The national green tourism certifying organisation, Ecotourism Australia, has welcomed the new campaign.
“It signals an important shift in how Australia positions itself on the global stage as a leading sustainable destination”, says Elissa Keenan, Ecotourism Australia’s Chief Executive Officer.
“For Ecotourism Australia, this direction closely aligns with the experiences and products already being created by our certified operators and destinations, who demonstrate credible, independently verified sustainability in practice. The Green is our Gold campaign presents a timely opportunity to further differentiate these operators in an increasingly values-driven market, where travellers are seeking greater transparency, authenticity and assurance.”
Green is Our Gold responds to growing demand for tourism experiences that deliver positive social and environmental impact, according to Tourism Australia.
There is also a continued demand for sustainable practices amongst business events decision makers, with three out of four incentive decision makers (76 per cent) ranking sustainability credentials as a significant driver of destination choice.
Australian tourism and business events organisations who get behind the Green and Gold Promise, are asked to commit to a shared industry vision and embrace five principles which guide responsible visitor behaviours: Celebrate Community, Embrace Culture, Preserve Place, Respect Wildlife and Take Care.
The announcement was made at Tourism Australia’s annual conference Destination Australia, which welcomed over 800 tourism industry professionals in Melbourne/Victoria.
Minister for Trade and Tourism Don Farrell, said “Australia is renown globally for our bushwalks, rainforests, beaches, unique wildlife, national parks and our beautiful natural scenery.”
“These offerings really are a driving force for tourists, and initiatives like this will ensure that visitors will be able to enjoy our world-class natural environments, communities and culture for generations to come.”
“Sustainable tourism is a huge opportunity for our industry, and I encourage the more than 360,000 tourism businesses across Australia to take part in this new Green is Our Gold Promise.”
Tourism Australia Managing Director, Robin Mack, said “Australia has a strong track record of sustainable growth in tourism, and many businesses have already embraced sustainability – delivering world-class experiences that are sensitive to our natural environments, our cultures and our communities.
“Aligning our industry’s sustainability vision with our message to travellers creates a powerful opportunity to strengthen Australia’s global reputation as a leader in responsible travel and tourism.”
A new 90-second video was premiered at the conference, alongside the Green and Gold Promise and five Principles.
NAN/TA 19 April 26
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