Collaboration and Partnerships for Responsible Tourism

Traveling has always been very important to me; more than just a hobby. There’s something fascinating about arriving in a new place. The way everything feels just a little unfamiliar—the smells, the sounds, the pace of life—it’s like stepping into a completely different rhythm. What I love most is simply exploring. Walking through streets with no agenda, finding hidden spots, and taking it all in. It gives me a sense of nervous excitement, and I absolutely love it. That’s why I wanted to have a job where I can explore the world and get to know new cultures and countries.

But already during my studies of Tourism Management, I realised there was far more to tourism than just packing a bag and jetting off to new destinations. Tourism isn’t just about travellers; it’s about communities, ecosystems, and the ripple effects our choices create. I began to understand the power of tourism as a tool for sustainable development—and with that realisation, my perspective changed completely.

The Big Question: “When Done Right”

From the beginning, I heard the phrase “Tourism can be a fantastic driver of positive change—if it’s done right.” And since then, this “when done right” has been floating around my mind. When you’ve got so many people involved—each with their own priorities, interests, and goals—how do you figure out what’s truly “right”? What works for a homestay owner in a quiet village might not work for a tour guide in a bustling city or a hotel manager on a tropical island. And who actually gets to make that call?

I still don’t have a definitive answer. In fact, I’m not even sure there is one single answer—it might be more of an evolving process, something we keep refining as we learn and adapt. But it’s this search for understanding what “doing it right” really means that has driven my career and shaped the way I approach my work.

Finding Inspiration in Collaboration

Many, many years ago, I had the incredible opportunity to volunteer with the Community-Based Tourism Institute (CBT-I) in Chiang Mai, Thailand. The NGO works with local communities to develop tourism initiatives that are fair, sustainable, and genuinely beneficial.

What stuck with me the most was the collaborative spirit of the whole process. It wasn’t about swooping in with pre-packaged solutions; it was about asking the tough questions, testing ideas, and reworking strategies when they didn’t quite fit. Everyone—from local residents, researchers, travel agents, tour guides or tour operators — worked together towards one shared goal: finding the best path forward.

This experience inspired me profoundly and reaffirmed something I still believe to this day: sustainability isn’t something you can create in isolation. Collaboration is key. Responsible tourism thrives on partnerships, joint learning and the opportunities to ask questions, make mistakes and develop solutions together. If you're interested in how to build a collaboration with your competitor, I once had the honour of sharing my experience in a free GSTC webinar, which you can watch here.

I later worked as an in-house sustainability coordinator for two of the leading destination management companies in Southeast Asia, first for EXO Travel and then for Khiri Travel. And I was fortunate to continue with many great, interesting collaborations, participating in many working groups and industry networks, learning with and from others.

The Joy of Working with People

Back then, we were among the first ones to work on sustainability certifications and develop and implement the corresponding strategies, action plans and supplier assessments. There was a lot of testing and failing and re-trying.

And here’s what I learnt: listening is everything.

Sustainability can be a tricky, sometimes divisive topic. Not everyone will agree with your ideas or embrace the changes you propose. People have been doing their jobs a certain way for years, and suddenly you’re asking them to change. Plus, there’s often this perception that sustainability is an “extra”—something that adds to their workload.

To make meaningful progress, it’s all about finding the right balance. A little empathy and a lot of patience can make a huge difference. It’s about showing people that sustainability isn’t just important for business — first of all, it has a direct link to their own wellbeing and that of their family, and secondly, it is something they can be proud to be part of.

I also learnt to focus on the people who do care—those who are passionate about making a difference. Give them the tools, the platform, and the responsibility to lead their own projects. Support their growth and give them the space to thrive.

Most people genuinely want to do good. They just need the right guidance and support to make it happen.

I believe my role as in-house sustainability coordinator was extremely helpful for me to understand how difficult it is to put strategies into action and to find the balance between sustainability and profit. But it also helped me a lot to understand how important it is to find a balance between top-down and bottom-up: The support of management is essential, but the support of the employees on site is just as important. The people who are committed to sustainability initiatives on a daily basis, as without their support, it would not be possible. There must be a common understanding of sustainability, everyone must be involved in some way, and our sustainability objectives must be communicated and shared.

Where I Am Today

Today, I work as a responsible tourism and sustainability consultant. And it’s the most innovative and exciting work I could imagine.

Every day is different. I get to brainstorm creative solutions, collaborate with people from all walks of life, and tackle the ever-evolving challenges of sustainable tourism. There’s a lot of optimism, a lot of resilience, and, most importantly, a shared belief that we can build a better, more responsible future for the tourism industry.

The projects I work on and the clients I work with are all open to change and to new, innovative solutions. There is a common goal to challenge the status quo and an understanding to work together. 

I’m working to find that balance where sustainability and profitability align — where businesses can thrive without compromising on their environmental and social responsibilities. It's also fascinating to think about the role that travellers play in this. How much responsibility can we realistically shift onto them? How can we encourage behaviours that are in line with our sustainability goals? There’s lots to do and learn…

Lessons Learnt

Here’s one truth I’ve realised through it all: we tend to say we want sustainable options, but our actions don’t always match our words. Most people aspire to make sustainable choices, but when faced with options that are easier, cheaper, or more familiar, the sustainable path often gets left behind. And honestly, it’s just human nature.

So, how do we tackle this?

• Make sustainable travel the default. When the sustainable option is the easiest, most obvious choice, people will naturally gravitate towards it.
• Keep educating and raising awareness. The more we inspire people to care about sustainability and its impact, the closer we’ll come to bridging that gap.
• Listen and engage with the people you work with. There are a plethora of good ideas that could be worth picking up.
• Save some time and effort by working together – others have the same challenges as you, so why not share your experiences or ask for help?  

If we can combine these efforts, we stand a real chance of shifting the narrative—making sustainable tourism the norm.