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In this brief first chapter there is no intent to provide a serious “history” of sustainability or even to explain some of the technicalities of sustainability. However, no matter what one’s background, it is clear that we earthlings must all work together toward sustaining this universe that we have inherited. I have often used the following quote to emphasize our responsibility to future generations regarding the stewardship of our planet: “We have not inherited the earth from our ancestors, we have only borrowed it from our children.” This quote is sometimes attributed (but I have no document to prove it) to the Native American Indian chief named Seattle, a leader of the Duwamish tribe in the U.S. state of Washington. The quote simply emphasizes our collective responsibility for the proper care and management of the Earth for future generations to enjoy. Following are a few general comments meant to further open the discussion of sustainability.

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In introducing a management approach to sustainable tourism it is necessary to follow a holistic approach that takes into account the economic future of the destination, the different aspects of the social conditions of the destination, and the environmental conditions surrounding the destination, including the protection of the natural and cultural surroundings of a local area. The current transformation taking place with respect to the field of sustainable tourism is partially due to the need to balance the economic needs of the host community, taking account of the ecological processes of the location, and making sure that sociocultural concerns are met at the local level. All the stakeholders within the geographical area need to be involved in all the decisions being made for the sustainable development of the destination.

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To better understand the four components of sustainable tourism described in Chapter 2, ecotourism, geotourism, responsible tourism, and cultural tourism, it is helpful to note that certain worldly travelers in the history of travel were practicing some of the attributes of sustainable tourism long before it became a popular topic as it is in today’s world. This chapter fundamentally covers much of the same material as that contained in Chapter 2 of the 3rd edition of Managing Sustainable Tourism: A Legacy for the Future (2020). However, it also includes new information that was generated when my co-author Bonnie Kogos and I researched and wrote the book The Worldly Travelers: These Lives and Journeys Changed the World (2023).

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Chapter 1 introduced the concept of sustainability with background information and some of the latest directions impacting on sustainable tourism such as “artificial intelligence.” Chapter 2 discussed some of the elements of sustainable tourism through a discussion of ecotourism, geotourism, responsible tourism, and cultural tourism. Chapter 3 presented historical information to set the record straight that certainly the concept of cultural travel has been a part of our global society since ancient times. This chapter contains a fuller explanation of the background and interpretation of sustainable tourism. The focus of the chapter is to reference documents that provide the concepts and ideas aimed toward the positive management of sustainable tourism in the 21st century.

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Turbulence, strife, poverty, illiteracy, hunger, conflicts, unrest, global warming, and climate change aptly describe much of today’s world. According to the World Bank “economic advances around the world mean that while fewer people live in extreme poverty, still, 2024 estimates are that some 692 million people still struggle to meet basic needs.” While great improvements have been made with respect to global literacy rates, still about 16 percent of the world is illiterate. The United Nations Food and Agriculture Organization estimates that about 815 million people of the 7.6 billion people in the world, or 10.7 percent, are suffering from chronic undernourishment. Almost all the hungry people live in lower-middle-income countries. Issues relating to world hostility and conflict, economic crises, misdistribution of wealth, belligerency, global warming, disaster relief, impoverishment, sickness, and ineffectiveness of governments to find solutions to problem areas require creative leadership and policy attention by governments and international organizations. Until the world leaders can better grapple with solutions for these problems, true sustainability in the tourism industry will be a slow process. However, more and more countries of the world are buying into the concept of a need for better management of the sustainability of the universe’s resources.

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The United Nations World Tourism Organization, for many years, has worked diligently to explain to the world –and especially to the travel and tourism industry – the basic sustainable tourism principles and practices.

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In the complex world of global tourism, the primary emphasis is generally on metropolitan areas where mass tourism generates large economic benefits for both the community and for the businesses involved. Often, rural communities get ignored with respect to tourism development. Rural locales are sometimes seen as areas too difficult or too expensive to develop or market. There are certainly many exceptions to this view, such as exotic lodges, beautiful resorts, and unique bed-and-breakfast properties in rural locations. For the most part, rural areas in much of the world are somewhat neglected with respect to tourism development in general and, specifically, in terms of sustainability. This chapter will discuss many of the problems of tourism development and sustainability in rural environments and then present various principles and practices to help mitigate some of the difficulties in these areas.

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Louis D’Amore, founder and president of the International Institute for Peace through Tourism, noted in an article titled “Peace through Tourism: A Historical and Future Perspective” that “It may have been Mark Twain [real name Samuel Clemens] who first recognized the value of tourism in promoting peace.” Mark Twain’s book, The Innocents Abroad, chronicles his 1867 travels through Europe and the Holy Land. In The Innocents Abroad, which was his best-selling work during his lifetime as well as being one of the best-selling travel books of all time.

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Just as a traveler must strategically plan his trip through information and education about the chosen destination in order to obtain the optimum value from his travel, so must a nation, community, or destination plan carefully for the future success of their sustainable tourism programs. Much of the information in this chapter is based on Chapter 8 of Tourism Policy and Planning: Yesterday, Today, and Tomorrow.

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The above quote is apropos to the marketing of sustainable tourism in today’s marketplace. Tourism in general, and sustainable tourism in particular, is a very competitive business. Customers of tourism products are now demanding responsible marketing; in other words, products and services that meet the present and future needs of consumers and businesses while also preserving or enhancing the environment. For example, the Starbucks Coffee Company (in 20,000+ locations worldwide) is considered a leader in corporate social practices, green initiatives, building new LEED-certified green buildings, reducing waste, recycling beverage cups, improving water conservation, and working toward the UN’s Sustainability Development Goals.

Pages: 8

The above quote “Management is doing things right; leadership is doing the right things” by Peter Drucker is certainly pertinent for the future of the global travel and tourism industry. Leadership lacks a precise definition, particularly with respect to its application to the tourism industry. The tourism industry is such a multifaceted service industry that it needs special attention toward innovative leadership and highly competent management. Stephen Page in Tourism Management (2019), discussing the skills and knowledge needed by managers in the tourism industry, noted: “Above all, managers need to be adaptable and flexible to accommodate and lead change, particularly in fast-moving areas such as tourism.”

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The key to sustainable tourism growth is to manage the destination effectively within a given natural, built, or cultural environment in order to provide benefits to the local population, to enrich the visit of the tourist, and to preserve the tourism products for future generations to enjoy. Natural areas must be preserved and flora and fauna protected. Customs and traditions must not be discarded, and privacy and dignity must be maintained.