Tourism Australia has revealed a new sustainable tourism initiative – the Green and Gold Promise - at the annual Destination Australia conference, urging businesses and visitors to adopt responsible travel practices to protect Australia as a world-class destination for generations to come.
Sustainable tourism is a huge opportunity for Australia’s travel and tourism industry. Demand for sustainable, nature-based tourism and outdoor experiences is on the rise – with 77 per cent of travellers saying sustainability is important to them.
As part of the launch, a new 90-second video was revealed featuring industry representatives from Budj Bim Cultural Landscape, the Sydney Opera House and Tasmanian Walking Co. who are already taking steps to make sustainability core to their businesses.
This campaign builds on the National Sustainability Framework for the Visitor Economy by connecting them with practical tools and complementing industry certification programs.
Tourism businesses who get behind the Promise are being asked to embrace five Green and Gold Principles to communicate the importance of responsible travel behaviours to tourists, and the vital role tourism plays in supporting Australian communities, respecting the environment, and respect for local cultures.
The five principles are: Celebrate Community, Embrace Culture, Preserve Place, Respect Wildlife and Take Care. Each principle is supported by simple traveller actions on how to bring these to life.
Minister for Trade and Tourism Don Farrell said: “Australia is renown globally for our bushwalks, rainforests, beaches, unique wildlife, national parks and our beautiful natural scenery.
“These offerings really are a driving force for tourists, and initiatives like this will ensure that visitors will be able to enjoy our world-class natural environments, communities and culture for generations to come.
“Sustainable tourism is a huge opportunity for our industry, and I encourage the more than 360,000 tourism businesses across Australia to take part in this new Green is Our Gold Promise.”
Tourism Australia Managing Director Robin Mack said: “Australia has a strong track record of sustainable growth in tourism, and many businesses have already embraced sustainability - delivering world-class experiences that are sensitive to our natural environment, our cultures and our communities.
“Green is Our Gold recognises the strong foundations already in place, while encouraging a collective commitment to continuous improvement across the sector.
“Aligning our industry’s sustainability vision with our message to travellers creates a powerful opportunity to strengthen Australia’s global reputation as a leader in responsible travel and tourism.”
Further details about the new Green is Our Gold sustainable tourism initiative can be found here.
