30x30 target: Where does the Hotel Sector stand?

It is essential to be mindful about where we build hotels and develop tourist destinations. After the past challenging two years of pandemic, it has become clear that we need to find a delicate balance between conserving ecosystem health and supporting livelihoods in areas heavily reliant on a tourism-based economy. While there is no single answer as this is an evolving practice, a few key principles stand out.

1. Protected areas conserving critical habitat are to be respected and hotels must adhere to local regulations governing where development is or isn't allowed. It is important to consider that if we are successful in achieving 30x30, this will mean a vast increase in protected areas banning tourism development. Every region will of course have varying rules, and the network of protected areas spanning the Great Barrier Reef is a great example of how zoning at different levels of protection can be successful to meet ecological, social and economic needs. This in mind, the hotel industry needs to reckon with the idea that not every site is sustainable to develop.

2. Sustainable development of a region including the necessary infrastructure to responsibly manage tourist populations can actually improve conditions and achieve greater harmony between the natural and built environments. A major issue of mass tourism is that tourist populations overwhelm existing infrastructure and exacerbate available resources and pollute ecosystems. As one example, we are working with Corona / ABinBev as they establish Corona Island in Colombia to ensure that the island implements the highest standards of sustainable operation. This includes installing long-term infrastructure to address energy, drinking water, wastewater, and waste management needs that the island will continue to benefit from and operate responsibly following the brand's takeover.

3. Hotels that are truly woven into the tapestry of the local economy and ecosystem are easy to spot and are most desirable by an eco-conscious millennial traveler. I will share a few examples I have recently visited first-hand: La Duna near La Paz, Baja, Mexico is directly working on protecting the coastline from motor vehicles, stewarding a forest of 300-yr old cacti, experimenting with permaculture and regenerative agriculture practices to restore ecosystem health, supporting "blue carbon" projects to restore seagrass and mangroves that sequester carbon and protect the coastline, collaborating with local fishers cooperatives, and operating their resort fully off the grid with solar energy, solar showers, composting toilets, and on-site garden. They embody not only responsible best practice, but are going much further to bring value back into their community and the land and sea they share. Playa Viva in Zihuatanejo, Mexico is another beautiful example of a hotel dedicated to regenerating the ecosystem they coexist with. Through their regenerative farm, reforestation efforts, turtle sanctuary run for over 20 years by local elders (already seeing turtles they have fostered returning), investing in the economic development and education of the local community, off-grid energy and water, and through their Regenerative Trust that donates 2% of all guest bills to their community and ecosystem efforts, their impact is also clearly captured in their publicly available impact reports.

4. Scale matters. Mass tourism overwhelms infrastructure and ecosystem limits and brings tourism a negative reputation. Decentralizing tourism, creating opportunities for home stays, and promoting locally-led experiences "off the beaten path" can all more effectively distribute wealth from the tourism industry throughout local economies, distribute the burden of increased tourist populations, and offer the authentic experiences this next generation of traveler is seeking.

While 30x30 is an ambitious goal, it sets a global target that governments, companies, and communities can rally behind. Even if a technical 30x30 is not achieved, every action we collectively take in these next 8 years will have magnified impact on the future of our communities and our shared blue planet. The tourism and hospitality industry has a critical role to play in both supporting and celebrating this effort.

We are all fundamentally a part of nature, a member of the ecosystems we live in. Travel reminds us of our inherent connection to the rest of life we share this planet with. As such, the way we travel, the way we gather, the way we live is critical to building systems of resilience.

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