What is responsible tourism? Examples, and how to promote it in companies and destinations

Tourism generates millions of jobs, drives sectors such as hospitality and transport, and creates opportunities for towns and cities. However, when it grows without proper planning, it can put pressure on natural resources, increase waste, damage ecosystems, and displace local communities. In this context, understanding what is responsible tourism is essential for travelling and managing destinations in a way that respects nature, culture, and people.

If you are interested in leading this change through education, in Valencia you can specialise through the Sustainability Leadership Diploma or the Bachelor in Tourism Management, programmes that connect tourism management, sustainability, and leadership with real-world impact.

Understanding responsible tourism

Responsible tourism means planning, managing, and carrying out tourism activities with care for the environment, local traditions, and the local economy. It is not only about reducing negative impacts, but also about creating real benefits for the people who live in the destination and improving the visitor experience.

Core principles of responsible tourism

• Choosing local suppliers.
• Reducing the consumption of natural resources.
• Designing products that respect the environment.
• Ensuring fair wages and proper working conditions.
• Respecting customs and protecting cultural heritage.

This approach seeks balance between residents and visitors. International organisations such as UN Tourism (formerly UNWTO) have highlighted since 2024 that responsible tourism is a priority for governments, businesses, and conscious travellers.

Why is responsible tourism important today?

Tourism plays a major role in the global economy. In 2024, the World Travel & Tourism Council estimated that the sector accounted for around 9.6% of global GDP and generated more than 320 million direct and indirect jobs. Its evolution therefore affects millions of families worldwide.

In Spain, official 2024 data from the Instituto Nacional de Estadística show that the country welcomed more than 85.1 million international tourists, consolidating its position as one of the world’s most visited destinations. While this brings economic benefits, it also highlights the need to rethink issues such as waste management, pressure on natural spaces, and urban overcrowding.

Traveller preferences are also changing. According to the Sustainable Travel Report 2024 by Booking.com, 57% of travellers prefer accommodation with verified sustainability measures, and almost 70% consider tourism’s environmental footprint when booking. For this reason, the question what is responsible tourism is no longer theoretical, but a practical necessity for the future of the sector.

Examples of responsible tourism

There are many initiatives that show how tourism can generate environmental, social, and economic value when managed responsibly:

• Green Key certified accommodation, applying strict criteria on water and energy use, plastic reduction, and staff wellbeing.
• Best Tourism Villages recognised by UN Tourism, destinations that combine rural tourism, cultural preservation, and local employment without losing their identity.
• Routes with controlled visitor numbers, limiting daily capacity to protect natural areas and improve visitor experience.
• Community-based tourism in rural areas, where local residents take part in decision-making and income distribution.
• Hotels applying circular economy principles, focusing on resource reuse and collaboration with local associations.
• Sustainable urban mobility programmes, encouraging public transport use and reducing emissions.

How can responsible tourism be applied in companies and destinations?

These are realistic and measurable actions for accommodation providers, agencies, restaurants, leisure companies, and urban or rural destinations:

• Rigorous measurement of consumption, waste, and purchasing to set priorities based on real data.
• Responsible procurement, prioritising local suppliers and short supply chains.
• Redesigning tourism products to avoid overcrowding and diversify experiences.
• Phasing out single-use plastics.
• Continuous staff training in sustainability and responsible communication.
• Transparency with travellers, sharing verified figures and results.
• Collaboration with the local community, integrating tourism into the destination’s social fabric.

Career opportunities in responsible tourism

Training in responsible tourism opens the door to increasingly in-demand professional profiles:

• Tourism sustainability consultancy.
• Destination management (DMOs).
• Management of sustainable accommodation.
• Design of local and cultural experiences.
• Responsible and ethical tourism marketing.

In Valencia, the Sustainability Leadership Diploma and the Bachelor in Tourism Management prepare students to face these challenges with a strategic, practical approach aligned with the current needs of the sector.

Conclusion: Responsible tourism is here to stay

Responsible tourism is not a trend, but a way of travelling and managing destinations that protects resources, improves the quality of life of local communities, and secures the future of the tourism industry.

In summary:

• It clearly answers the question what is responsible tourism.
• It reduces negative impacts while creating local value.
• It improves tourism quality and destination competitiveness.

If you want to turn this commitment into your profession, explore the business and technology degrees at Universidad Europea and prepare to lead a more responsible, innovative, and sustainable tourism model.