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ATM ATM

Ethical Tourism Brands Will Become a Major Trend

RX Global, organiser of Arabian Travel Market (ATM), has revealed that 2022 could witness a resurgence in brand conscious travellers, following commentary it received from delegates attending its bthis year’s in-person and virtual seminars about responsible tourism.

“The feedback we received, has enabled us to identify a particular profile of traveller that now actively looks for ethical brands to follow and wants to see tangible evidence of that brand practicing what it claims to be. This potential vertical shows a combination of characteristics attributed to outdoor adventurers, wellness, eco-tourists, digital nomads on ‘workcations’, experiential tourists and socially aware travellers,” said Danielle Curtis, exhibition director ME, Arabian Travel Market.

“Naturally we will be showcasing this emerging trend during our 2022 hybrid event which takes place live and in-person at the Dubai World Trade Centre May 08-11, 2022, with a virtual edition on May 17-18, 2022. Our conference programme for ATM 2022 is still being created but already we have sessions that will address the challenges facing airlines, hotels and other destinations, in the near future, such as health and safety, technology and equity in health, education, and economic opportunity,” added Curtis.

During our aviation seminars at ATM 2021, experts felt that it would be short haul leisure breaks, favouring low-cost operators would be the first to recover in the wake of the pandemic. Although that may still seem to be the case, this emerging market segment certainly won’t be confined to one location, will likely choose longer haul destinations and stay over a longer timeframe, interspersed with periods of work.

To underscore that demand, according to market data on Statista, 81 percent of 29,349 adults surveyed earlier this year, across 30 countries confirmed that they would like to stay in a sustainable resort, at least once in the 12 months ahead. Five years ago, only 62 percent of respondents, made the same claim.

Indeed, Google found that the search term ‘green hotel,’ had increased fourfold over the past 18 months in terms of volume. So, to help eco-tourists, Google will now accredit hotels with a green eco-emblem next to their name during a routine search. It will also add details of the property’s specific sustainability policy and procedures and activities. To qualify, hotels must have their achievements audited by a credible third-party.