Sustainable tourism has become an imperative as we navigate the challenges posed by environmental degradation, cultural erosion, and the increasing demand for unique and immersive travel experiences. This article proposes a novel conceptualization of sustainable tourism that amalgamates dynamic, impact-driven, holistic, multidimensional, multisensorial, circular, behavioral, metaverse, smart, and regenerative approaches. By synthesizing these diverse elements, we can forge a path towards a more resilient and harmonious relationship between tourism and the environment, communities, and cultural heritage.

National DMOs in Asia have made significant contributions to the tourism industry:

1. Tourism Authority of Thailand (TAT): TAT actively promotes Thailand as a tourist destination and assists local micro, SMEs, and social enterprises in reaching a global audience. Their collaborative efforts have significantly contributed to the growth of Thailand's tourism sector.
2. Japan National Tourism Organization (JNTO): JNTO showcases Japan's unique cultural and natural assets, and they actively support local businesses, including micro and SMEs, in delivering authentic Japanese experiences to travelers.
3. Korea Tourism Organization (KTO): KTO's campaigns and initiatives boost South Korea's visibility as a tourist destination. They work closely with SMEs to ensure a diverse range of experiences for visitors.
4. Singapore Tourism Board (STB): STB is a key player in promoting Singapore as a top-notch tourist destination. They collaborate with micro and SMEs to showcase the city's vibrant tourism offerings and enhance visitor experiences.

​At the local level, the Seoul Tourism Organization (STO) is dedicated to promoting the South Korean capital as a vibrant tourist destination. They collaborate with local businesses, cultural attractions, and hotels to enhance Seoul's appeal to travelers.

In the Asian tourism landscape, micro and SMEs are the heartbeat of authentic and unique experiences. By recognizing their special needs and challenges and by partnering with DMOs and RTOs as solution providers, facilitators, and connectors, these small players can thrive and contribute to the vibrant tapestry of Asian tourism. DMOs and RTOs are not just essential; they are the catalysts that can transform challenges into opportunities, fostering a more inclusive and sustainable tourism industry for all.
Get in touch with us to gain a deeper understanding of how your business can fully leverage the benefits of joining a DMO/RTO.

Sustainability should be a top priority for the tourism industry, but the path towards it can feel daunting for many destination managers as well as micro- and SMEs. Here are some of the common reasons why:

• Cost and resources: Sustainability certification can be expensive and time-consuming, especially for smaller businesses.
• Lack of awareness: Many businesses may not be aware of the full range of benefits of sustainability, or how to implement sustainable practices.
• Fear of change: Embracing sustainability often requires operational changes, which can be disruptive and met with resistance from staff.
• Market uncertainty: Sustainability trends can be unpredictable, and businesses may be hesitant to invest in something that may not pay off in the long run.
• Complex procedures: The sustainability certification process can be complex and confusing, making it difficult for businesses to know where to start.

Despite these challenges, there are a number of ways for destination managers and SMEs to overcome them and achieve their sustainability goals. Here are a few tips:

• Start small: You don't have to do everything at once. Start by implementing small changes, such as reducing your energy consumption or waste production.
• Get involved in your community: There are many organizations and initiatives working to promote sustainability in the tourism industry. Getting involved in your community can help you to learn more about sustainable practices and find support from other businesses.
• Educate your staff and customers: It's important to educate your staff and customers about the importance of sustainability and how they can help your business to achieve its goals.
• Start Your Sustainable Certification Journey: When you embark on the path to sustainability certification, you're opening doors to a host of benefits. First and foremost, it helps you attract high-quality customers who value sustainable practices. Plus, it serves as a powerful testament to your unwavering commitment to sustainability, adding significant value to your activities, organization, and management. As you move forward, you'll also make a more positive impact on the environment and your community. With various certification programs available, we're here to guide you toward the one that perfectly suits your needs. So, why wait? Let's begin this journey together and unlock a world of opportunities.

By taking these steps, destination managers and SMEs can overcome the challenges of sustainability and create a more sustainable future for the tourism industry.

Phnom Penh, Cambodia
Destination Mekong (DM), a membership-based destination management and marketing organisation championing the Mekong region, had its second Annual General Meeting (AGM) on 4 July 2023.
The AGM took place virtually, with full and affiliate DM members in attendance worldwide. The meeting started with remarks by Mark Bibby Jackson, Chair of Destination Mekong’s Executive Board of Directors, Melita Koulmandas, Vice-Chair of the Board, and Gerrit Kruger, Chief Marketing Officer of Destination Mekong. It continued with a presentation by Catherine Germier-Hamel, CEO, on the current status of the organisation, its strategies and action plan to engage and serve its community of members and partners.
The Chair of the Board thanked the executive team for all their work this past year. “We are seeing that Destination Mekong is well positioned to play its role as a supporter of the small players in the region. Micro and small tourism businesses make up most jobs in the region and greatly impact their communities and the environment. Our goal of promoting sustainable and inclusive tourism ecosystems in the Mekong region, creating value together with our members and partners is now more relevant than before”.

Gerrit Kruger presented last year’s Mekong Stories book and website with Mark Bibby Jackson, also the Editor in Chief of the publication. “It is important that we tell the stories of individuals and the impact they make on the industry,” said Gerrit Kruger. “It is amazing to see the inspiration others find when listening to those voices, which are normally not heard. Even though many small business owners in the hospitality and tourism sector face challenges, they become stronger when working with others. We invite everyone to send us stories for the next issue of the Mekong Stories book to show that tourism is a force for good.”
Then, Full members elected four new board members, corresponding to half of the board members to be elected or re-elected every year for a two-year term, according to the DM Charter. The other executive board seats are given to supporting organisations, and ex officio seats are for the CEO and the founder, Dr Jens Thraenhart.
The eight candidates for the four seats open to elections introduced themselves before the vote through an online system. By the Charter, full members were invited to rank the candidates by order of preference.
As a result, three people are now officially joining the Executive Board:

• Nikolas Hatz, Managing Director | HatzConsult and Lead Consultant & Tourism Development | Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ)
• Hannah Pearson, Founder | Pear Anderson and Regional Director Asia | Adventure Travel Trade Association (ATTA)
• Phan Thanh Ha, Partnership Officer | Association of Southeast Asian Social Enterprises for Training in Hospitality & Catering - ASSETassethc.org/– H&C network

One board member was confirmed in his position:

• Guido Neil, Director Special Operations | 12Go

Additionally, new Board Members representing the most significant financial contributors to Destination Mekong are:

• For the Overseas Cambodian Investment Corporation (OCIC): Thierry Tea, Vice President
• For the World Wildlife Fund (WWF): Jedsada Taweekan, Regional Illegal Wildlife Trade Program Manager for WWF-Greater Mekong
• For Confluences: Dara N. Van, Business Development & MarCom Manager
• For Control Union: Dilum Wijenayaka, General Manager, Control Union Cambodia
• For the AZ Group: Lim Bunsour, Chairman

“We are happy about having a very experienced executive board and thank all outgoing members for their commitment, “ said Mark Bibby Jackson, adding that “all small- and medium-sized businesses and the many individuals working in tourism are making a large positive impact in the region, and we have to work together to overcome our challenges. That’s why Destination Mekong is championing the private sector and driving change for the better.”

To be part of Destination Mekong's community and enjoy the benefits and opportunities offered by DM, go to https://www.destinationmekong.com/membership/ ​

Key trails on the holy mountain of Phnom Kulen are undergoing redevelopment and restoration for nature lovers to explore in the coming months. These routes are the first in a series of sustainable trails that will be developed in Cambodia, designed and built to international best-practice standards. These new trail corridors are designed to provide visitor-friendly information and safety tips, provide an enriched trail experience and be accessible year-round in the face of weather-related environmental conditions.
Two international experts are in-country to assist with the training and planning of the trails, including Mr. Galeo Saintz, previously Founding Chair of the World Trails Network, and experienced US-based trail builder and educator Mr. Kevin Simpson. Together, they have provided guidance and best-practice learning for the Cambodian trail builders in a customized training course in Siem Reap and Phnom Kulen. Designed from a trail user’s perspective, the trails will offer a range of facilities for visitors including a standard trailhead, information centers, rest areas and viewpoints along the routes.

As a signatory and launch partner of the Glasgow Declaration on climate Action in Tourism, Millennium Destinations steps forward as a global leader working to accelerate climate action in tourism.
Launched on 4 November 2021 at the COP 26 UN Climate Change Conference, the Glasgow Declaration on Climate Action in Tourism intends to unites travel and tourism stakeholders behind a common set of pathways for climate action, aligning a united sector with global commitments and catalyzing collaborative solutions to the many challenges facing businesses and destinations globally.

The Glasgow Declaration on Climate Action in Tourism brings together the latest research and global expertise to galvanise climate action. It is hosted within the One Planet Sustainable Tourism Programme’s website, and includes Recommended Actions for tourism stakeholders across the world to consider as part of their action planning, alongside other resources.
The implementation of the Glasgow Declaration is led by the World Tourism Organization (UNWTO) in collaboration with the Travel Foundation and Tourism Declares a Climate Emergency, within the framework of the One Planet Sustainable Tourism Programme. ​

As a signatory of the Glasgow Declaration, Millennium Destination commits to:

• Support the global commitment to halve emissions by 2030 and reach Net Zero as soon as possible before 2050; 
• Deliver climate action plans within 12 months from becoming a signatory (or updating existing plans), and begin implementing them; 
• Align our plans with the five pathways of the Declaration (Measure, Decarbonise, Regenerate, Collaborate, Finance) to accelerate and co-ordinate climate action in tourism; 
• Report publicly on an annual basis on progress against interim and long-term targets, as well as on actions being taken; 
• Work in a collaborative spirit, sharing good practices and solutions, and disseminating information to encourage additional organisations to become signatories and supporting one another to reach targets as quickly as possible. 

As the global tourism industry is slowly getting back on track, Destination Mekong (DM) is taking a new step as the regional tourism organization dedicated to championing the Lancang-Mekong region, comprising of Cambodia, PR China (Provinces of Guangxi and Yunnan), Lao PDR, Myanmar, Thailand, and Viet Nam, as a sustainable and inclusive tourism destination. 
Destination Mekong officially introduced its new Executive Team at the beginning of the 2021 Destination Mekong Summit, which took place online on 21 and 22 October 2021, under the theme of "Re-start > Re-form > Re-balance". 
On this occasion, Jens Thraenhart, Founder of Destination Mekong and former Executive Director the Mekong Tourism Coordinating Office (MTCO), presented the four members of the DM "Dream Team": Catherine Germier-Hamel, Gerrit Kruger, Gavin Bell, and Jens Uwe Parkitny, which all had the opportunity to share their visions and passions in taking their new responsibilities.  
Recordings of the 2021 DMS here: https://www.destinationmekong.com/dms21/.  
Thraenhart stressed that the new Executive Team was "truly world-class and made of experts in their fields, to make sure Destination Mekong can grow and aid the acceleration of the recovery in the Mekong Region".
He stated that his "proudest accomplishment was to set up a private sector-led regional tourism board with innovative and award-winning programs and initiatives, to execute the mandate of the Mekong Tourism Coordinating Office (MTCO) to foster public-private sector cooperation." On 1 November, Jens Thraenhart started a new career as CEO of Barbados Tourism Marketing Inc. 

​The appointment of Catherine Germier-Hamel as Chief Executive Officer, Gerrit Kruger as Chief Marketing Officer, and Gavin Bell as Chief Development Officer was effective 1 November. Jens Uwe Parkitny is acting as a strategic advisor in an honorary capacity.
Germier-Hamel, a Eurasian born in France with family heritage from the Mekong region, has lived in Seoul, South Korea, since 2005. Over the past 15 years, she has developed an international career as sustainable tourism development and marketing consultant, and impact entrepreneur as the Founder and CEO of Millennium Destinations and Herost.
Gerrit Kruger, a German national, has been involved in the management of Destination Mekong since its creation in 2017 while serving as Managing Director of Chameleon Strategies, an innovative Strategy Think Tank, and an Affiliate Member of the United Nations World Tourism Organisation.  
Since 2018, Gavin Bell, a British citizen, gained expertise over nearly 30 years of working with governments, international organizations, and the private sector on sustainable tourism initiatives based in Phnom Penh and working with the Ministry of Tourism. 
Jens Uwe Parkitny, German, is a well-known tourism executive who has worked for prominent travel and hospitality brands in the Asia Pacific Region. He is the co-owner of Loikaw Lodge by the Lake in Myanmar. 

Destination Mekong is currently in the process of being incorporated as a legal entity in Singapore. Its executive office will be hosted by the Ministry of Tourism of the Kingdom of Cambodia in Phnom Penh, under a Memorandum of Understanding (MoU) between DM and the Ministry of Tourism, which will also assign local staff. 
Over the following months, the Executive Team will focus its efforts on building a strong community of individual, corporate and institutional members and raising funds to support its operations. Its short-term action plan also includes the publication of the Experience Mekong Collection, showcasing responsible and sustainable travel experiences in the Greater Mekong Subregion, and implementing value-added services and solutions to enhance the exposure of its members. 
Additionally, Destination Mekong will develop strategic partnerships with organizations sharing the same values and interests. As a start, Destination Mekong has signed a Memorandum of Understanding (MoU), with the Pacific Tourism Organization (SPTO), to develop mutual tourism collaboration between the six countries of the Greater Mekong Subregion and 20 Pacific Island countries (PICs), based on sharing information, knowledge, and best practices to foster sustainable and inclusive tourism.  
During the 2021 DM Summit, the Greater Mekong Subregion (GMS) Tourism Recovery Communications Plan "Unlimited Experiences, Unlimited Stories" was also unveiled, establishing a framework for the activities of Destination Mekong. 

Who does not like hiking ? Don't answer "me", we know what you did last summer (or even last weekend)!
That's a fact, the past years have seen a growing (or renewed) interest in outdoor activities across the world. Interestingly, the younger generations, and particularly Millennials (those born between 1981 and 1996) seem to drive this trend.
For example in Korea, where 70% of the land is covered with mountains, hiking has long been part of the culture and the national identity. Every weekend, almost all year round, the country's numerous trails have been crowded by millions of avid hikers, mostly in their 40s or 50s. However, young Koreans have traditionally not shared the same appetite as they basically viewed hiking as a social and professional obligation and therefore a chore.
The situation changed when hiking became a popular Instagrammable experience and  "outdoor" became synonymous with "escape" and "relief" in the context of the COVID-19 pandemic. This recent fondness is not specific to Korea and in many countries, hiking is hip, as well as biking, camping, etc. 
We can only praise the increasing popularity of outdoor recreational activities due to their many benefits for the mind and body. However, we should keep in mind that they may also have negative impacts on the local populations and environments if not properly supervised and controlled. Indeed, massive flows of hikers can not only be detrimental for the flora and fauna but also be a source of disturbance for the locals who may not be prepared to welcome crowds during off-peak season. On the other hand, hiking can be an engaging tool to promote responsible behaviors and sustainable practices. 

On October 3rd, 2021, Millennium Destinations organized a special hiking event in Dobong mountain (aka Dobongsan), located in the northeastern section of Bukhansan National Park in Seoul, South Korea. 
This international event was aimed at celebrating the 2021 World Tourism Day and 개천절 (Gaecheonjeol), the National Foundation Day of Korea. 
This year, WTD's theme was "Tourism for Inclusive Growth" and this hike put it into practice by making sure no one was left behind (unless they wished it).  
The hike gathered a very diverse group of Millennium Hikers from Canada, China, Colombia, France, Germany, Korea, Morocco, Vietnam, and the US. 

Millennium Hikers is a global initiative promoting local sustainable development and community empowerment through responsible, intercultural outdoor experiences such as hiking and walking, in a wide variety of environments.
Millennium Hikers is also an international community of hikers and walkers committed to have a positive impact on people and the planet. 
In 2021, Millennium Hikers was registered as a French association (loi 1901).
Millennium Hikers is a project of the One Planet Sustainable Tourism Programme, a multi-stakeholder partnership that promotes knowledge sharing and networking opportunities to better implement sustainable consumption and production in the tourism sector.
Facebook: https://www.facebook.com/groups/millenniumhikers
Instagram: @millenniumhikers_

Has the COVID pandemic created new opportunities for the global wine tourism? 
In spite of a slight decrease in 2020 (-2.8%), the worldwide wine consumption is expected to bounce back this year. In South Korea, ranked as the second most attractive wine market in the world, wine imports hit a new high, especially due to increased home and solo consumption. Indeed, the Korean wine market is still growing and maturing, mostly driven by women and young drinkers.  
Since her arrival in Seoul in 2005, Catherine GERMIER, Founder & CEO of Millennium Destinations, has been active in promoting wine knowledge and appreciation in Korea through a variety of events and initiatives such as Wine & Women Korea. More recently, she has been been active in fostering wine tourism as a tool for rural development and community empowerment, especially through the Herost online platform featuring eco-friendly travel experiences that are good for People and the Planet.

Since 2019, Catherine GERMIER has been working with public and private organizations and professionals involved in trade and tourism for the identification of eco-friendly wine tourism experiences to be featured in the Herost platform, with a focus on Colombia, the Czech Republic, France, Portugal, Spain, etc. but also less-known yet promising winemaking countries such as South Korea.  
Since July 2021, Millennium has provided its support to the Czech Tourism Office in Seoul for the development of a sustainable tourism strategy and the design of pilot sustainable tourism products in the Czech Republic, dedicated to the Korean market. This products will highlight rural tourism & agritourism experiences such as farm stays and visits of wineries and breweries. 
During her visit to the Seoul International Wines & Spirits Expo 2021, Catherine had a chance to notice how wineries have progressed in Korea, as a result of significant R&D efforts aimed at improving winemaking techniques and introducing new grape varieties. 

Additionally, Catherine attended (online) the 5th UNWTO Global Conference on Wine Tourism which took place on Sept. 9 & 10, in Alentejo, Portugal, under the theme ‘Wine Tourism – a driver for rural development’. 
On June 18, she had joined a seminar on eco-friendly wine tourism (Œnotourisme et développement durable : l'éco-œnotourisme est-il possible ?) hosted by the Ecole Supérieur d'Agriculture d'Angers (ESA - Higher School of Agriculture of Angers) in France. ​

Millennium Destinations is an accredited operator of the Chèque Relance Export program providing technical and financial support to French SMEs in their efforts to develop their businesses overseas. 
Check more here: https://lnkd.in/gKJRy8eK and feel free to contact us if you have any plan to expand your wine-related activities in Korea. 

​Written by: Anneleen Debruyckere, Herost Global Youth Ambassador

In a recent study by Euromonitor, titled “Embracing a Green Transformation for Travel Recovery” and looking at 99 countries, Sweden came out on top for sustainable tourism in 2020. The top 20 in the ranking is made up of only European countries.

In Scandinavia, 65% of travel businesses have reportedly implemented a sustainability strategy. This makes it the most environmentally aware and engaged region in the world, with Sweden, Finland and Norway standing proudly at place one, two and five in the ranking. Sweden has initiated specialized research to better understand consumer behavior and consumption patterns. This way, they intent to create more value-driven businesses, rather than sustaining the current volume and profit based model.

It is no coincidence that Sweden tops Euromonitor's list this year. The country has quickly understood the importance of dealing with climate change and is highly committed to the UN Sustainable Development Goals. It is for example the originating country of Flygskam ‘flight shame’, which is a movement criticizing our air-travel consumption, thereby encouraging rail transportation and domestic travel. There has been a visible decline in flight passengers the past few years, and the phenomenon is gaining more supporters in Europe.

Sweden aims to reestablish their tourism industry in a more sustainable and resilient way post-COVID pandemic. The country promotes rural and regional tourism, expanding the national railway network to provide an alternative form of transportation besides flying. The government stimulates digital green transformation for businesses, and it aims to become a zero emission-country by 2045.

​These are the top 20 countries for sustainable tourism, as researched by Euromonitor:
1.Sweden - 2.Finland - 3.Austria - 4.Estonia  - 5.Norway
6.Slovakia - 7.Iceland - 8.Latvia - 9.France - 10.Slovenia
11.Switzerland - 12.Lithuania - 13.Croatia - 14.Czech Republic - 15.Ireland
16.Germany - 17.Belgium - 18.Denmark - 19.Netherlands - 20.Portugal

hen we hear the word ‘sustainability’, we often think about the environment, e.g. the impact we have on the planet. However, sustainability is way broader than that! The final ranking was drawn up based on seven pillars on which each country was evaluated. Those pillars are the following:

1. Environmental sustainability
2. Social sustainability
3. Economic sustainability
4. Risk
5. Sustainable demand
6. Sustainable transport
7. Sustainable lodging

Where environmental impact has usually been the main focus of sustainable tourism, there is an increasing awareness for people and communities. As we all know, the tourism industry is one of the biggest consumer of local resources. If using those resources brings shortage for the local people, or if minorities find themselves being driven out by touristic infrastructure, then those touristic activities are not sustainable. As a matter of principle, our touristic activities should not reduce the quality of life for the local populations.

Another area often overlooked is economic sustainability. This is for example about how dependent an area or a country is on tourism. If it is overly dependent, it might be very vulnerable to external factors such as natural disasters or geopolitics. As a result, a sudden decrease in tourism will put the most vulnerable stakeholders at risk, such as local communities and small businesses.

Also, it is not always easy to find the right balance between mass tourism and niche tourism. Too many tourists might be overwhelming but too little tourists might not be enough to support the destination. A solution for this would be value creation, which means that the product will be designed around local specialties instead of being volume-driven. As a result, the majority of the tourist’s spending goes directly to local businesses.

In terms of transport, sustainable transport doesn’t necessarily implies the absence of air transport, but it definitely concerns the moderation of it and the offer of alternatives. Both domestically as internationally, a country shouldn’t be too dependent on flying, even though overall, it is the cheapest option for travelers. Of all possible transportation methods, flying and individual road travel accounts for the most damage to the planet in the form of carbon dioxide.
​
‘Sustainable lodging’ concerns every accommodation type in terms of energy usage, water consumption and carbon footprint. Carbon footprint is not something many guests consider when choosing their hotel. However, the difference between lodgings can be huge. Full service hotels in Hong Kong emit over 270 kg CO2e, compared to 17kg in Iceland. Euromonitor’s research also points out that a bigger variety of accommodation types will make the sector more resilient in a crisis. It is not all about the numbers though. Employing people in the area, using local products or participating in regional initiatives are other ways to be a sustainable company.

Little by little, the world will reopen for travelers worldwide. However, due to the different COVID spread and vaccination stages in which countries find themselves, global travel will probably not go back to ‘normal’ just like that. It is unlikely that mass traveling is to resume in 2021, and even 2022 might be too early. Since maximizing volume is currently not an option, many businesses will have to find another way to attract customers and make enough revenue.

Environmental and social awareness among customers and companies is increasing. Chasing volume is still more common, but many businesses switch to a greener way of operation. Although going green might be seen as an altruistic move, it certainly has its perks in other fields as well. A survey issued by Euromonitor in January 2021 tells us that 66.4% of the respondents wants to have a positive impact on the environment through their daily actions in 2021.

The current pandemic has forced us to look at our travel habits with a critical look. It becomes more and more clear that prioritizing people and planet over profit and quantity will be essential to ensure a future for the travel industry. Businesses should aim to accomplish a high value product on the long run, rather than short term volume. Since this is a break in the tourism industry, many think it is time to ‘build back better’, to rethink the idea behind tourism and create a more mindful industry.
​
Traveling is not only about the traveler, it is also, and maybe primarily, about the destination and its inhabitants. We should get used to the idea that sustainability can increase the travel experience, instead of limiting it. As the pandemic has highlighted, the world is still unequally divided. Low-income workers were especially prone to lose their job and fall into poverty; small stakeholders are often deprived of their fair share of the profit. A sustainable tourism model ensures a resilient and adaptable industry, one that caters for all stakeholders.