Costa Rica and Others Inspire Sustainable Tourism Revolution, Know Why Is Sustainability Becoming a Major Focus for Global Tourism

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Swagata Dey

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August 17, 2026 2:00 AM |

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Sustainable Tourism Revolution Accelerates as Costa Rica, Bhutan and Global Destinations Redefine Responsible Travel. There has been a shift in travel models and away from traditional growth of the visitor numbers. Travel has an immense economic advantage, but has negative ecosystem, infrastructure and community impacts. Rapid growth puts pressure on a destination. The travel and tourism sectors account for a considerable part of the greenhouse gas emissions and sustainability is imperative for the travel and tourism sectors to exist. Responsible travel preserves nature and with the economic opportunities offered from travel, is a model proven successful by Costa Rica and Bhutan.

Why Is Sustainable Tourism Becoming the Future of Global Travel?

Sustainable tourism is defined by UN Tourism as tourism that considers current and future economic, social and environmental impacts while addressing the needs of visitors, businesses, ecosystems and host communities. This approach has become increasingly important as destinations manage rising visitor demand, climate pressures and the need for long-term economic stability.

The modern tourism industry is no longer measured only by visitor numbers. Governments and tourism leaders are increasingly examining carbon emissions, resource consumption, community benefits, employment quality and cultural preservation to determine whether tourism growth is genuinely sustainable.

How Big Is Tourism’s Environmental Impact Worldwide?

Tourism creates significant economic value, but it also contributes to global environmental challenges. According to analysis from UN Tourism, UNEP and related international organisations, tourism-related activities contribute approximately 7% to 8% of global greenhouse gas emissions, with transport representing one of the largest sources of tourism-related carbon output.

The figures demonstrate why governments are increasingly focusing on sustainable mobility, renewable energy, waste reduction and climate adaptation. Without stronger action, tourism growth could increase pressure on destinations that depend on fragile ecosystems such as islands, coastal areas and biodiversity-rich regions.

Why Must Tourism Growth Protect Communities and Culture?

Sustainable tourism is not only an environmental issue. It also focuses on ensuring that local communities benefit economically and socially from tourism activity.

Traditional tourism models have sometimes created economic leakage, where a significant portion of visitor spending leaves the destination through imported goods, international operators or external ownership. Sustainable approaches aim to increase local participation by supporting community businesses, local employment and regional supply chains.

Cultural protection is another important element. Indigenous traditions, historic sites and local practices can face pressure from excessive tourism if destinations are not managed carefully. Responsible tourism seeks to protect these assets while allowing visitors to experience authentic cultures.

Why Is Costa Rica Considered a Global Sustainable Tourism Pioneer?

Costa Rica: San José and National Conservation Model

Costa Rica has become one of the most recognised examples of government-led sustainable tourism through its Certification for Sustainable Tourism (CST) programme, established by the Costa Rican Tourism Institute (ICT) in 1997.

The CST programme evaluates tourism businesses based on environmental management, resource efficiency and social impact. It has helped position Costa Rica as a destination where biodiversity protection and tourism development operate together.

The country’s tourism model is closely connected with protected areas, forests and wildlife experiences. Rather than relying only on traditional beach tourism, Costa Rica has developed strong demand for ecotourism, adventure travel and nature-based experiences.

How Does New Zealand Encourage Visitors to Protect Nature?

New Zealand: Wellington and National Guardianship Approach

New Zealand has developed a sustainability message based on the principle of Kaitiakitanga, meaning guardianship and protection of nature.

The Tiaki Promise encourages visitors to care for New Zealand’s environment, respect local communities and travel responsibly.

The approach reflects a broader shift in tourism where visitors are not viewed only as consumers but also as participants responsible for protecting destinations.

New Zealand’s strategy demonstrates how sustainability can become part of destination identity. Nature, culture and responsible visitor behaviour are positioned as connected elements of the travel experience.

Why Is Slovenia Becoming Europe’s Green Tourism Leader?

Slovenia: Ljubljana and the Green Scheme Model

Slovenia has created one of Europe’s most structured national sustainability programmes through the Green Scheme of Slovenian Tourism (GSST).

Managed by the Slovenian Tourist Board, the programme connects destinations and tourism businesses through sustainability criteria covering environmental management, quality standards and responsible development.

Slovenia’s approach demonstrates how smaller destinations can compete globally by making sustainability part of their tourism brand. Cities, rural regions and accommodation providers are encouraged to measure performance rather than simply promote green messages.

This data-driven approach is increasingly important as travellers demand more transparency from tourism businesses.

How Does Bhutan’s High-Value Tourism Strategy Protect Its Environment?

Bhutan: Thimphu and Low-Impact Tourism Development

Bhutan has adopted one of the world’s most distinctive tourism strategies through its High Value, Low Volume Tourism Policy.

Under Bhutan’s tourism model, visitors pay a Sustainable Development Fee designed to support conservation, infrastructure and national development priorities.

The strategy aims to avoid uncontrolled mass tourism while ensuring visitors contribute financially to protecting the country’s unique environment and cultural heritage.

Bhutan’s approach demonstrates a different philosophy: tourism success is not measured only by the number of visitors but by the value created for society and the environment.

Why Did Palau Make Global Headlines With Its Tourism Pledge?

Palau: Koror and Environmental Visitor Responsibility

Palau introduced one of the world’s most innovative visitor responsibility initiatives through the Palau Pledge.

The pledge requires visitors to commit to protecting Palau’s environment and respecting local communities.

The initiative reflects the country’s dependence on marine ecosystems and its recognition that tourism growth must protect the natural resources attracting visitors.

Palau’s model shows how governments can directly involve travellers in conservation efforts instead of placing responsibility only on businesses and authorities.

Which Countries Are Leading the Sustainable Tourism Movement?

The table highlights that sustainable tourism does not follow one single formula. Different destinations are adapting strategies according to their environments, cultures and economic priorities.

Costa Rica focuses on conservation certification, Bhutan limits tourism pressure, Slovenia measures sustainability performance, New Zealand encourages responsible behaviour and Palau directly involves visitors in environmental protection.

What Should Global Tourism Leaders Prioritise Next?

The future of tourism will require stronger measurement, transparency and cooperation between governments, businesses and communities.

Destinations will need to track more than visitor arrivals. Energy consumption, water usage, waste production, employment benefits and community satisfaction will become increasingly important indicators of tourism success.

The next generation of sustainable tourism will focus on creating positive impacts rather than simply reducing negative ones. Destinations that protect ecosystems, respect cultures and deliver meaningful experiences are likely to become more competitive as travellers increasingly seek responsible choices.

PATA Annual Summit 2026: Natasha Montesalvo Highlights Measurement, ESG and Resilience as the Future of Sustainable Tourism

The future of tourism resilience depends on more than attracting increasing numbers of visitors, according to Natasha Montesalvo, Principal Consultant – Destination Strategy and Insights at EarthCheck, who shared her views in an exclusive interview with Travel and Tour World during the PATA Annual Summit 2026 in Korea.

During the conversation, Montesalvo explained that sustainable tourism requires destinations to measure their environmental, social and economic impacts more effectively. She highlighted the importance of credible sustainability practices, stronger ESG reporting, community support and responsible visitor management as the global tourism industry works towards long-term resilience.

Her message was clear: destinations cannot build a sustainable future by focusing only on visitor numbers. They must understand how tourism affects communities, resources and businesses, then use reliable data to make better decisions.

Why Is Sustainability Becoming a Major Focus for Global Tourism?

According to Montesalvo, sustainability has become a much stronger priority among travellers following the COVID-19 pandemic. She explained that consumers are increasingly seeking destinations and businesses that demonstrate responsible practices when they travel.

She referred to recent consumer research, including Booking.com’s sustainability report, which she said showed that 85% of consumers are looking for sustainability when they travel.

However, Montesalvo noted that the most significant change is not only coming from travellers. Governments and regulators are also increasing pressure on the tourism industry through stronger requirements around sustainability reporting, environmental claims and consumer protection.

She explained that this shift means tourism businesses must provide evidence behind their sustainability statements instead of simply presenting commitments without measurable results.

For destinations and tourism companies, this represents a major opportunity to improve credibility and move sustainability from a marketing message into a genuine operational priority.

Why Are ESG Reporting and Evidence Becoming Essential for Tourism?

Montesalvo highlighted the growing importance of ESG reporting, particularly as governments introduce stronger expectations around environmental and social responsibility.

She explained that tourism organisations will increasingly need data, evidence and third-party assurance to support sustainability claims. This development aims to prevent businesses from making unsupported environmental statements or using sustainability as a simple branding exercise.

According to her, the tourism industry is entering a stage where accountability will become increasingly important.

Rather than allowing businesses to simply state that they are sustainable, the industry must demonstrate how actions are reducing environmental impact, supporting communities and improving long-term destination health.

Montesalvo described this as an opportunity for tourism to become more legitimate in its sustainability efforts and create meaningful change.

The shift also reflects a wider transformation in how travellers evaluate destinations. Visitors are increasingly interested not only in where they travel but also in how tourism affects the places they visit.

How Can Destinations Measure Real Progress in Tourism Sustainability?

For Montesalvo, measurement is one of the most critical elements missing from current tourism sustainability efforts.

She explained that destinations need to move beyond traditional tourism indicators such as visitor numbers and begin measuring wider impacts across communities.

This includes monitoring factors such as:

• Energy consumption
• Water usage
• Waste generation
• Employment opportunities
• Staff turnover
• Business performance

According to Montesalvo, understanding these areas allows destinations to identify pressure points created by tourism growth.

For example, destinations experiencing periods of high visitor demand need to understand how increased tourism affects local resources and communities. Without measurement, leaders cannot identify problems early or introduce effective solutions.

She argued that destinations should examine not only how many visitors arrive but also what impact those visitors create.

This approach would help tourism leaders understand whether growth is genuinely strengthening communities or creating challenges that could reduce long-term resilience.

Why Should Tourism Destinations Measure Community Impacts?

Montesalvo emphasised that tourism resilience depends heavily on community support.

She explained that destinations require a social licence to operate, meaning local communities must understand tourism’s value and feel that they benefit from tourism activity.

Without community acceptance, tourism growth can face increasing challenges.

According to Montesalvo, measuring tourism impacts helps destinations understand whether local communities are experiencing positive outcomes. This includes examining employment opportunities, business benefits and broader social effects.

She stressed that tourism should create positive impacts rather than simply increase visitor numbers.

A successful destination is not only one that attracts tourists but also one where residents recognise tourism as a valuable part of their economic and social landscape.

What Should Tourism Leaders Prioritise for Long-Term Resilience?

When asked about the most important priority for tourism leaders, Montesalvo explained that resilience cannot depend on one single action.

Instead, she said destinations need to maintain a balance between economic strength, community support and responsible management.

She highlighted three interconnected areas:

Economic resilience is necessary to ensure tourism businesses can continue operating successfully within the destinations where they exist.

Social resilience requires communities to understand tourism’s value and support its development.

Measurement and understanding allow leaders to identify problems and take corrective action when systems are not working effectively.

Montesalvo explained that destinations must understand how their tourism systems function and how visitors move through communities. This knowledge enables leaders to make informed decisions and adjust strategies when challenges emerge.

Rather than pursuing unlimited growth, tourism leaders should focus on meaningful visitor experiences and balanced destination development.

How Can Destinations Create More Meaningful Visitor Experiences?

Montesalvo suggested that tourism destinations need to consider how visitors move through their communities and how tourism activity affects different areas.

By using better measurement systems, destinations can understand visitor behaviour and identify opportunities to distribute tourism more effectively.

This could help destinations manage pressure points while creating stronger experiences for travellers.

She explained that resilience comes from the ability to recognise when something is not working and make changes accordingly.

For tourism destinations, this means using data as a foundation for decision-making rather than relying only on traditional growth indicators.

What Does the Future of Sustainable Tourism Look Like?

The discussion at the PATA Annual Summit 2026 highlighted a changing approach to tourism development. According to Montesalvo, the industry’s future will depend on combining economic success with environmental responsibility and community wellbeing.

Tourism businesses need to remain commercially resilient, but destinations must also protect the communities and environments that make travel experiences possible.

Her message reinforces a broader industry shift: sustainable tourism is no longer only about environmental protection. It is about creating balanced systems where businesses succeed, communities benefit and visitors enjoy meaningful experiences.

The next stage of tourism growth will require better measurement, stronger accountability and deeper understanding of destination impacts.

For Montesalvo, resilience is not created by one solution. It comes from understanding how tourism systems operate, identifying challenges and continuously adapting to create stronger destinations for the future.

Conclusion

The Times of Sustainable Growth: Costa Rica, Bhutan, and Rebel Destinations lead the way in Rethinking Responsible Travel. The tourism industry is progressing into an era defined by sustainable growth and the protection of the environment, communities, cultural heritage, etc. responsible tourism models and practices pioneered by Costa Rica, New Zealand, Slovenia, Bhutan and Palau show that sustainable tourism does not have to come at the expense of the environment. The tourism industry that maintains appropriate checks and balances to sustain and promote the environment and climate will survive and thrive as the expectations of sustainability-driven travelers continue to evolve. Travellers whose expectations continue to change as a result of climate impact will reward destinations that effectively manage and protect their resources and involve local communities.

Frequently Asked Questions

What is sustainable tourism?

Sustainable tourism is travel development that considers economic, social and environmental impacts while protecting destinations for future generations.

How much carbon does tourism produce globally?

Tourism contributes approximately 7% to 8% of global greenhouse gas emissions according to international tourism and environmental assessments.

Which country is a leader in sustainable tourism?

Costa Rica is widely recognised as a pioneer due to its long-running sustainable tourism certification programme.

What makes Bhutan’s tourism model unique?

Bhutan follows a high-value, low-volume approach designed to protect culture and nature while generating tourism benefits.

Why is sustainable tourism important?

It helps protect ecosystems, strengthen communities, preserve cultures and ensure tourism remains economically viable.