Cape Town - I recently spoke to about 100 creative students about sustainability at one of Cape Town’s top advertising schools. I watched as their sponge-like minds devoured my words and concern around effectively communicating the importance of sustainable travel. They too, were concerned. But what struck me most is how they seemed to grasp only one element of sustainability.
Despite my mentioning it, all their creative ooze was purely environmental. While renewable energy is vital and being environmentally-conscious is a big part of being sustainable, it’s not the only thing to consider.
Most people tend to focus on the sexy side of travel – wildlife conservation, historic buildings, ancient ruins and eco-friendly lodging. The conservation of a country’s economy and its peoples’ livelihoods, culture and heritage are sadly all too often forgotten.
Sustainable travel is about environmental, economic and socio-cultural sustainability and tourism needs to be sustainable in these three areas to be considered “sustainable tourism”.
That means that while you may support that solar-powered, bamboo-walled, low-carbon-emission guesthouse and re-use your towels while you’re there, it still needs to benefit the people around it. It should support small businesses by sourcing fresh vegetables and meat from nearby farmers, or furniture and artwork from local artisans and entrepreneurs. Economic sustainability is about building links, keeping the money local and revitalising the economy.
Socio-cultural sustainability is about including the local people in a tourist venture by employing them and minimising the negative impacts of increased tourist traffic. It’s also about preserving the local traditions, which offers travellers an authentic experience.
While taking a bicycle tour is eco-friendly, taking a bicycle tour through a township is even better. Stop for some shisa nyama (grilled meat) at a local eatery and buy a beautiful painting from a resident artist and you’re a sustainable traveller.
Buy from local businesses, embrace the local culture and leave the place as if you were never there. Consider what it means to be a sustainable traveller and it may just change the way you travel.
* Allison is the marketing manager of Open Africa, a NGO promoting sustainable travel through a network of 63 self-drive travel routes in Southern Africa. See www.openafrica.org for more information.
Saturday Star