Recommend May2017 - 21

"Suppliers and vendors who are not developing the tools to ensure
vacations without obstacles will see their business suffer. The demand
for seamless travel is ever-increasing and discerning travelers want to
work with providers who will connect with them and create vacations
for their personalities and style."
- James Phillips, President, Travel Bound

prevalent. "Being 'sustainable' no
longer means roughing it, or the
opposite, incredibly expensive
vacations." And about 73 percent
of the younger generation-
Millennials and Gen Z-are more
likely to pay more for sustainability,
compared to 51 percent of Boomers,
which means it's only going to
expand in the next few decades.
And sustainable tourism is much
more than just leaving a softer
carbon footprint when traveling,
and what it means to be sustainable
while traveling continuously
evolves. Hogenson points to the
niche markets that are starting

to take form under sustainable
tourism, including agritourism,
closely tied to culinary tourism,
which in itself is growing at a rapid
pace. "Sharing economy," says
Hogenson, is an important part
of sustainable tourism, "because
innovation like this is necessary
for the industry to evolve and
grow. They also offer opportunities
for direct and unstructured
interaction between visitors and
locals, which can provide rich and
authentic experiences." But at the
core of sustainable tourism, says
Hogenson-and this will continue
to advance well into the coming

decades, she points out-will be
that destinations understand what
unique attributes they provide and
work to maintain them. "If you
protect the environment, unique
aesthetics, cultural heritage, and
localized experiences, you will
have something to offer that
is different than anyone else."
As part of this movement, the
future, says Hogenson, will see
more community-based tourism,
especially in rural areas, "where the
community comes together and
decides they would like to offer
tourism to share their particular way
of life and natural surroundings.

may 2017 21



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