Much is said about sustainable tourism and we easily link it to the environmental emergency we are experiencing today. But sustainability evokes much more than the environment; it is also based on socio-cultural impacts and economic impacts. How can a leader be effectively sustainable in the industry of Tourism? And why is this really the only possible way for Tourism and all its players to succeed?
Sustainability is a journey in itself
"I think it is fair to say that sustainability is a journey - not a destination. It is a process, not an outcome. I hope that the best destinations never tick this box and think that they can move to another thing. There are always ways to improve" - Jonathon Day (Associate Professor at Purdue University's School of Hospitality and Tourism Management in the United States)
That is why we speak of conscious decisions. The era of profit at any cost has been left behind and the current leader is responsible for his actions and for the company and teams he leads. When defining a strategy for any tourism company we have 2 axes and to focus on 2 variables: the internal axis which is the ability to achieve strategic objectives and which seeks profit and return on capital beyond the operating result. And the external axis, related to the stakeholders that focus on the stakeholders and society. It demonstrates that in order to obtain profit it must satisfy the audiences that influence the business. Thus, in order to transform the leader's decision into sustainable, it must map top management and its strategic objectives, on the X-axis and those interested in the Y-axis, such as shareholders, employees, suppliers, customers, regulatory bodies, community, society, and others, if any.
All decisions should be made taking into consideration the impacts on the pillars of sustainability: socio-cultural, environmental, and economic. People - Planet - Income.
What are then the characteristics or traits of leadership needed to guide a company or tourist destinations towards sustainability?
After reading a few dozen interviews with the best industry leaders, we adapt to the Portuguese reality and current times and resume 6 characteristics that we consider essential:
You must truly and genuinely believe in Sustainable Tourism as the only possible path to the present and especially the Future
You must have the courage so that the change of leadership puts profit as a consequence and not as the main objective. Take disruptive decisions with the current model. Responsible profit.
Ability to communicate sustainable positioning, involve the teams, lead, and empower each of your employees to sustainable attitudes throughout their performance. Ability to create synergy, involve people, and join differences around the idea of sustainability. It must be part of a way of being, not an obligation.
“A sustainable leader must be: generous, visionary, flexible, adaptable, very ambitious in long-term changes, with great certainty in life itself, capable of working as a team, good communicator and conciliator, with a long-term vision, and... passionate about life!"* ". by Beatriz Barreal, Sustainable Riviera Maya, Mexico* Working and leading for a purpose, with a meaning.
“Extensive experience in the tourism sector, versatility, strong listening skills, negotiating and presentation skills, a great sense of humour and great doses of humility and patience". by Paul Rogers, Lux Dev Consultant, Australia*.
“Personal commitment, leadership by example, perseverance, tolerance, transparency, respect and appreciation for the work of others, commitment to finding common ground - and optimism, always!" by Ronald Sanabria, Rainforest Alliance, Costa Rica*.
Companies need leaders who can balance both the pressure of short-term objectives and priorities with long-term objectives and incorporate a new set of ideas focused on improving social and environmental issues in the world. It is about leadership in a way that benefits societies and the environment while maintaining financial performance. But big profit and financial return is NOT the only thing that matters.
There is only one way for Tourism - Sustainability - to go even further: Regenerative Tourism.**
*PS1 - Content based on https://sustainability-leaders.com/
**PS2 - This is the path Please Disturb wants to follow and motivate the different Tourism agents in Portugal to follow the same steps. We will approach Regenerative Tourism in different contents.