Τhe transition to more environmentally- efficient activities remains a dominant trend for global tourism
Fotis Kokotos
Member of the Board, Development Director
Elounda S.A. Hotels & Resorts
Τhe growth of travel over the past 15 years was based on the ease of mass transport, and specifically air travel. It is inescapable to note that this came in the years after 9/11, a time when the airline sector seemed to be heading for a major contraction. The accessibility of flights to enormous swathes of the global population, primarily, and the growth of other sectors (like cruises) secondarily, allowed countries to invest heavily in new airports and ports, further boosting the connectivity of their tourism product.
Countries like Greece have also bene ted from this trend, to the point where over-tourism at certain popular destinations recently became a hot topic of discussion: Athens, Mykonos, and Santorini being the three prime examples, with the latter ostensibly burdened most by the phenomenon. Over- tourism manifested itself in a variety of ways, the most prominent ones being the traffic, the lack of affordable housing, and the crowds at all the popular sites.
Enter the era of social distancing, heralded by the spread of infectious diseases like SARS-CoV-2, which we know to be only one of many such potential pandemics. At first, it seems to forcefully solve the “over- tourism” issue, doesn’t it? This is clear for small island destinations, where health infrastructure could not possibly ever cope with any outbreak, but is also the case for city destinations that thrive on the very concept of being crowded and busy, whether that be the Acropolis in Athens, San Marco in Venice, or Piccadilly in London.
Furthermore, besides the destinations themselves, the need for social distancing also impacts the kind of vacation sought, or whether it is even available. Thus, the mass-tourism sector will be impacted more than other types of vacation, some of which might actually grow their share: holiday homes (from small houses to large villas), yachting (from bare-boats to super-yachts), and outdoor activities (hiking, cycling, golf, etc.) being three good examples.
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On the other hand, we must also bear in mind that the transition to more environmentally-efficient activities remains a dominant (and indeed necessary) trend for global tourism, and the economy as a whole. In this light, mass tourism has actually been a greener alternative to villas, yachting, and pretty much anything that is individualistic. Economies of scale in mass tourism have also meant that destinations could reduce their average GHG emissions and production of waste per overnight stay.
Therefore, a further challenge now for the entire industry is to find ways of further improving the environmental performance of holiday-home vacations, yachts, and all sorts of outdoor activities that do not take place through large organized groups and efficient modes of mass transport. As a matter of fact, such activities had always been considered as the Holy Grail of a savvy destination, the epitome of global success and the trademark of world-leading luxury brands like Switzerland’s Gstaad, Italy’s Porto Cervo, or Greece’s Elounda.
Growing the segments of the industry that address the need for social distancing by their very nature, will allow us to attract these segments of the global tourism market that could potentially thrive despite the overall slump, given that the availability of mass tourism will necessarily be curtailed. Destinations that have the potential to showcase such formerly “niche” products, and to grow them relatively quickly so as to meet the demand, will mitigate their losses.
Furthermore, wherever possible, mass tourism must overhaul its modus operandi to protect public health vis-à-vis the spread of infectious diseases. The protocols for achieving this are still a work-in-progress, but we expect European- wide action to be taken within the month of May, so as to establish them for the upcoming summer season. It will then be a race against time to prepare destinations accordingly: shore up public health infrastructure, plan and execute the publicity, re-route the demand through the agents and operators, develop the product, and execute whatever certifications are mandated.
Clearly the challenges ahead are numerous and the goals might be even too lofty to reasonably attain. Yet, we must attempt them. And we surely will. Because true entrepreneurs see opportunities even in what seems to be a dire predicament. That is the nature of a leader.
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