Ethical tourism a must

TRAVEL agents play a vital role in educating consumers on ethical travel and those who equip themselves with the knowledge to sell ethical experiences will see a commercial benefit, according to a panel at yesterday’s Travel Industry Exhibition in Sydney.

“It’s commercially beneficial to all of us to be pioneering in this area and for the agents who are smart enough to resonate it and be educated about it and recommend the right programs, they will also be the commercial winners,” Adventure World md Neil Rodgers told the panel.

Rodgers explained that while the younger generations of travellers often had a higher awareness and regard for ethical tourism, there was work to be done in the baby boomer market.

“They’re the largest market with the highest income to spend.”

Although the demand for responsible travel was increasingly coming from the consumer, the panel noted agents were important in educating their clients on the subject.

“Agents are going to be asked questions on responsible travel and the policies of programs that they’re selling...it’s important that all agents are upskilled in that area to be able to offer their clients a world of destinations and travel experiences and styles,” Rodgers told TD.

Rodgers predicted that in time, travelling responsibly would become the fourth driver of bookings, alongside product, price and service.