By Tom Starr, Vice President of Global Destinations, Hospitality, Amadeus

With the increase in awareness of the environmental and socio-economic impacts of mass tourism, the travel and tourism industry faces mounting pressure to adopt more sustainable practices. Meeting the needs of tourists, host communities, and the environment is a multifaceted challenge that requires a culturally sensitive and collaborative approach.

For destination management organisations (DMOs), this might involve enacting policy changes, utilising new technologies, or working more closely with local communities. In this article, we will explore these changes, how they can be implemented, and the benefits they bring.

Embracing change for a sustainable future

At Amadeus, we recently conducted an extensive survey involving 100 senior sustainability decision-makers throughout nine markets. This research sought to understand how DMO executives view the role of technology in tackling environmental, social, and governance (ESG) challenges, their investment priorities, and the main obstacles they encounter in reaching their sustainability goals by integrating more sustainable activities into their technology systems.

Our findings reveal an encouraging trend: DMOs are not just discussing sustainability—they're taking positive steps to make it a reality. More than half (53%) of the DMOs surveyed already have a step-by-step plan for accomplishing their sustainability goals, while over a third more (38%) intend to implement such a plan in the near future.

This proactive approach is supported by financial commitment, with 44% of DMOs planning to increase their spending on sustainability over what they spent the previous year, while 48% plan to maintain their current level of investment. Both findings are truly encouraging.

Technology driving sustainable tourism

One of the most notable findings from our research is the pivotal role that technology plays in the sustainability strategies of DMOs. All the ESG decision-makers within these organisations identified various ways in which they believe technology can advance social progress in the travel sector.

When asked about specific technologies, 40% of respondents highlighted the effectiveness of Generative Artificial Intelligence (Gen AI) interfaces in guiding travellers towards more sustainable choices throughout their journey. Additionally, 33% pointed out the importance of advanced search capabilities in helping travellers understand the environmental impact of their travel decisions. Meanwhile, 26% acknowledged the potential of virtual and augmented reality to offer immersive experiences at various stages of travel.

Furthermore, almost half (47%) of DMOs believe that technology will enhance travel accessibility through integrated solutions, which could also enhance social sustainability.

Despite their optimism, DMOs face obstacles in executing their sustainability initiatives. The most prominent challenge identified is the lack of access to appropriate technology solutions, with 48% of DMO decision-makers indicating that access to these solutions is crucial for the industry.

Advancing environmental and social initiatives

Many DMOs prioritise carbon offsetting and climate solutions. With better access to technology, these organisations believe they can more easily achieve their environmental goals. Indeed, 41% of DMOs think that technologies that accelerate carbon offsetting and other climate solutions hold significant potential to enhance environmental sustainability within the travel industry.

However, DMOs are not exclusively focused on environmental sustainability—they are equally dedicated to social initiatives. Our research indicates that 59% of DMOs are already involved in social sustainability projects that benefit people outside their organisation, while 54% are actively facilitating travellers’ engagement with local communities in various destinations.

Technology can significantly contribute to integrating more sustainability-related components into various systems. For example, numerous destination management organisations aim to improve their technology in areas like destination promotion and campaign planning, booking forecasting and capacity planning, and visitor flow management. These areas are key priorities for DMOs as they incorporate sustainability into their technology systems.

Envisioning the future

The journey towards sustainability in the travel industry is a collective effort, with DMOs playing a crucial role in leading the way. By leveraging technology and promoting industry-wide collaboration, we can strive towards a more sustainable future for tourism.

As we continue to innovate and create new solutions, we remain dedicated to aiding DMOs in their sustainability endeavours. Together, we can revolutionize the travel industry to ensure that tourism becomes a catalyst for positive change.

Guiding the way to sustainable tourism

At Amadeus, we are dedicated to supporting DMOs on their sustainability journey. For instance, in our recent collaboration with the Netherlands Board of Tourism & Conventions, we leveraged location-based data, display ads, and social media to promote travel by train, successfully attracting over 27,000 visitors from Germany. Additionally, we assisted EMPROTUR Bariloche, Argentina to leverage insights for evaluating marketing strategies and informing strategic planning as an answer to different tourism challenges they face: for instance, the seasonality of demand.

As a travel technology provider, we are continuously seeking solutions to assist DMOs in achieving their sustainability objectives. Our business intelligence tools and media solutions are crafted to enable DMOs to make data-driven decisions that harmonize economic growth with environmental and social responsibility.

For further information, please contact Amadeus at https://www.amadeus-hospitality.com/destination-management/.