Chances are you are a consumer of the world’s biggest industry. Tourism. And it’s getting bigger. Predicted growth reflects the estimated 1.6 billion people taking a trips outside their own country by 2020.

Tourism on this scale has big social and environmental costs with issues such as over development – think Costa Del Concrete – pollution, damaging emissions and culturally insensitive invasions.

So it was really interesting to see Thompson and First choice launch their sustainable tourism brand Holidays Forever this week raising awareness for sustainable tourism. They found that 96% of holidaymakers they polled care about protecting the local environment and wildlife in the resorts they visit. It’s not all cheap package holidays, low cost airlines and places ticked off your list. Ecotourism is no longer a niche proposition.

These days we all crave authenticity and real experiences – urban workers are desperate to reconnect with nature – in search of deeper fulfillment and even personal growth. Ecotourism can address all of these needs. Companies like Virgin Holidays are already offering their customers amazing experiences, from joining Indian families for a real homestay experience to volunteer holidays or reconnecting with nature by joining the Masai tribes people.

This represents the new age of tourism and a new opportunity for tourism brands. They are no longer providing a straightforward commerical transaction but the possibility of a life changing experience to boot. This is travel with purpose and the benefits will last a lot longer than your sun tan. Brands must look to people’s need for self-realisation and fulfillment through travel and inspire and innovate.

Travel is far too important to us to ever give it up, but with our own needs we have to balance the need to preserve these amazing places for others to enjoy in the future. Brands that succeed in this space will be asking people ‘why’ and even ‘how’ they want to go before even starting on ‘where’.

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