Sustainability high on the agenda at tourism and hospitality seminar

Switzerland’s ambassador to Thailand, Pedro Zwahlen, has called for responsible consumption and the promotion of sustainable tourism, while lauding the contribution of tourism to Thailand’s economy.

He was speaking at the "Innovation Tourism & Hospitality for Sustainability" event at Swissotel Bangkok on May 29, organised by Les Roches, a hospitality institution from Switzerland, Ekthana Hospitality Education Services, and Nation Group member Krungthep Turakij.

Zwahlen pointed to the 18% contribution of tourism to Thailand’s economy, and said tourism accounted for only 3% of Switzerland’s gross domestic product. 

Representatives from both the public and private sectors of Thailand and Switzerland jointly presented perspectives and trends in innovation within the tourism and service industries, aiming to develop sustainable business practices.

"In the future, tourism activities must be well managed and sustainable tourism models should be promoted, with a focus on responsible consumption and appropriate tourism,” the ambassador said. 

“This will allow nature to regenerate to its original state and ensure benefits for the communities surrounding tourist destinations. Tourists themselves play a crucial role in supporting and driving sustainable tourism forward."

The deputy governor for Digital Research and Development at the Tourism Authority of Thailand (TAT), Teerasil Tapen, said that in order to promote sustainable tourism, TAT had been advocating for sustainable tourism standards. This includes a star-rating system, with symbols ranging from 3 to 5 stars. Businesses participating in the programme will have opportunities to access funding sources and create competitive advantages.

Batiste Pillet, director of Switzerland Tourism-Southeast Asia, emphasised that sustainability had become increasingly important to the younger generation. Currently, every brand is communicating sustainability in different dimensions. Switzerland, as a country welcoming tourists from around the world, is enthusiastic about applying sustainable tourism principles and the "Swisstainable" model. This policy, set by the government, undergoes review every five years.

Sustainable tourism does not mean rejecting tourists or limiting their numbers. Instead, the focus is on offering diverse tourism experiences, allowing tourists to choose longer stays rather than focusing solely on quantity, Pillet said.

Switzerland's sustainable tourism model includes providing sustainable travel options, promoting public transportation, walking, and cycling, certifying hotels and accommodations with environmental conservation measures, and offering tours and activities focusing on conservation and education, Pillet added.

Mano Soler, the managing director of Les Roches Global, said that as an educational institution producing the next generation of leaders in this field, they prioritised the development of a comprehensive curriculum that integrates and links concepts of innovation and sustainability. To this end, Les Roches tries to incorporate interesting courses and teaching methods, such as regular voluntary work, implementing car-sharing projects within the school campus using 100% electric car models, Soler said.

Thienprasit Chaiyapatranun, president of the Thai Hotels Association, highlighted how, amidst the global mega-trend in tourism, countries were increasingly extending tourists' stays to boost revenue.

"I believe that soft power is something that occurs naturally and organically. Once it happens, we must collectively drive it to be widely recognised and accepted internationally."

Another key challenge for Thailand's tourism sector is providing convenience to travellers. Innovation and technology can be utilised to enhance convenience and elevate safety standards for tourists, making every journey easier.

Anh-Thu Van Do, Lufthansa Airlines general manager for Thailand, the Philippines, Vietnam, and the Mekong region, said that in terms of aviation and global sustainability, there was a noticeable increase in both business operators and consumer awareness. 

"We believe that promoting sustainability awareness is essential for travellers to understand. Currently, even airline customers are interested in how much sustainability Lufthansa can achieve. Moreover, our customers are highly willing to compensate or participate in reducing carbon emissions when using air travel. We see very positive signals regarding sustainability in Thailand," the Lufthansa GM said.

Jonathan Wigley, the founder and CEO of Absolute Hotel Services Group, cautioned that the private sector alone could not address all these issues and must collaborate with the government to drive real sustainability. Currently, hotels in the Asian region are beginning to adapt to the trend of sustainability more visibly because if this was not addressed in the next 2-3 years, it could adversely affect the hotel business.

"Unlike five years ago, you probably never thought that when booking a hotel, you would have to look for a hotel with a reputation for sustainability," Wigley said.