Future Directions in Sustainable Travel, Tourism, and Hospitality

By: Maria Minsker '13
Three women and two men seated at the front of a room at a table draped with an SC Johnson College of Business banner.

Experts discussed practical solutions as panelists for From Ideas to Action: Future Directions in Sustainable Travel, Tourism, and Hospitality (left to right) Jeanne Varney, Aaron Adalja, O’Shannon Burns, Megan Epler Wood, and Mark Milstein (Photo by Jesse Winter)

A diverse group of industry leaders and scholars came together to confront the urgent challenge of sustainability at a Climate Week NYC event: Sustainability in Travel, Tourism, and Hospitality, held at Cornell University’s hub at 570 Lexington Avenue in Midtown Manhattan, September 23-24. Hosted by the Center for Hospitality Research (CHR) and the Center for Sustainable Global Enterprise (CSGE) at the Cornell SC Johnson College of Business, the event included several roundtable discussions and culminated in a panel discussion focused on moving beyond theory to practical solutions that can reshape the industry: From Ideas to Action: Future Directions in Sustainable Travel, Tourism, and Hospitality.

Against the backdrop of growing environmental concerns in a sector deeply intertwined with the environment, the conversation spanned key areas such as green financing, sustainable supply chains, and the evolving role of technology.

Panelists included Cornell Peter and Stephanie Nolan School of Hotel Administration faculty members Aaron Adalja, assistant professor of food and beverage management, and Jeanne Varney, senior lecturer; CSGE’s Sustainable Tourism Asset Management Program staff O’Shannon Burns, program manager, and Megan Epler Wood, managing director. CSGE faculty director Mark Milstein, clinical professor of management and organizations at the Samuel Curtis Johnson Graduate School of Management, moderated the discussion.

Together, they offered fresh perspectives on how travel and tourism can shift toward more sustainable practices, emphasizing that collaboration and bold action are now more crucial than ever.

The cost of inaction: Why business as usual is no longer an option

One of the key themes that emerged was the necessity for the travel and tourism industry to move away from traditional business models that focus on short-term gains at the expense of long-term sustainability.

Mark Milstein seated at a table an gesturing with his hands while speaking.
Mark Milstein, faculty director of the Center for Sustainable Global Enterprise (Photo by Jesse Winter)

“The idea that moving away from business as usual is a cost is flawed,” Milstein said. “Staying where we are today is actually much more costly, as the very foundation of the industry itself is being eroded by climate change.”

Environmental degradation caused by events ranging from storms to rising sea levels is no longer a distant threat, panelists noted. Destinations around the globe are already experiencing the impacts, putting the future of tourism-dependent regions in jeopardy.

Panelists underscored that while sustainability efforts may appear costly upfront, the long-term financial consequences of inaction—such as the loss of natural attractions and infrastructure—are far greater.

Sustainable financing: Reinvesting in the future

The urgent need for change led the conversation to focus on sustainable financing as a critical part of the solution. The panelists explored how taxes and tourism revenue could be redirected to fund climate-friendly initiatives, emphasizing that these funds need to be managed effectively and with transparency.

“We need a global trust fund for tourism revenue, where funds are allocated specifically to support climate-friendly tourism initiatives, rather than being dispersed without accountability,” Epler Wood suggested.

The conversation built on successful examples, such as the Canary Islands’ tourism tax, but the participants agreed that more global consistency and better regulation are necessary to ensure these funds are used effectively to support sustainability.

Balancing high-value, low-volume tourism and equity

Another challenge panelists grappled with was how to create a balance between promoting high-value, low-volume tourism (where fewer tourists are allowed to visit specific destinations and charged higher rates) and ensuring equity within the sector.

This model has been effective in countries like Rwanda and Bhutan, helping to protect the environment while reinvesting in local communities. However, it also raises concerns about exclusivity and access.

A woman speaking, seated next to other panelists at a table at the front of a room with the backs of the heads of the audience in the foreground.
O’Shannon Burns, manager, Sustainable Tourism Asset Management Program (Photo by Jesse Winter)

While this strategy benefits ecosystems and helps manage over-tourism, it risks making certain destinations accessible only to affluent travelers, the panelists agreed. The consensus was that there’s a need to find a balance that promotes sustainability and inclusiveness. One possibility cited was offering tiered pricing models that provide discounted access for local residents or implementing community-based tourism programs where a portion of revenue benefits local businesses and conservation efforts.

“Value does not necessarily mean high price points,” Burns said. “We need to focus on the value tourism brings to the community and the destination itself, not just the price tag.”

Technology’s role in driving sustainability

Technology plays a key role in supporting sustainable practices since it’s often an essential requirement for turning ideas into true change, panelists noted. From geospatial technology to blockchain for supply chains, technology’s potential to reduce the environmental impact of travel and tourism is significant.

However, panelists also pointed out that despite the potential emerging tools offer, technology alone won’t be enough to solve the sector’s sustainability challenges. Technology needs to be integrated into a broader strategy, Milstein suggested—one that includes strong community involvement, local governance, and industry cooperation.

“Norway’s efforts to electrify their entire ground system while working more closely with short-haul markets is a model we should all be looking at,” Epler Wood said. The country has been investing heavily in the electrification of buses, trains, and even ferries.

By prioritizing shorter, more environmentally friendly routes, particularly between major cities and popular tourist destinations, Norway is aiming to create a fully sustainable transportation infrastructure that lowers the country’s carbon footprint and minimizes the environmental impact of long-haul flights—a major contributor to emissions in global travel.

From an economic perspective, the country’s initiative has demonstrated that business success and sustainability don’t have to be at odds, setting a precedent for other nations looking to reduce their environmental impact while still supporting the travel industry and local economy.

The challenge of consumer behavior

No discussion around sustainability in tourism would be complete without another significant factor in the equation: the consumer. Even with hotels and resorts adopting energy-efficient technologies, guest behavior can undermine these improvements. “As hard as the industry is working, we lose control of the guest room to the customer,” Varney said.

Panelists discussed various solutions, such as smart thermostats and water-saving technologies, as well as incentives to nudge guests toward more sustainable habits. However, they concluded that more research is needed to understand how to effectively influence consumer behavior without alienating customers. Encouraging responsible actions while maintaining a positive guest experience requires a delicate balance.

From discussion to action: a collaborative path forward

As the panel came to a close, the speakers shifted focus toward how the industry can move forward. Clearly sustainable financing, technology, and consumer behavior each play vital roles, but without strong collaboration between public and private sectors, progress will remain slow.

“We can’t solve these problems in isolation,” Burns noted. “We need to get the right players around the table and make sure that regional planning is at the forefront of our efforts.”

The discussion ended on a cautiously optimistic note: “We’ve studied these problems for years and the solutions are out there,” Milstein said. “It’s time for us to move from ideas to action.”