For years, sustainable tourism has been the watchword of an industry looking for ways to “do things better.” It has created language, tools and frameworks that have changed the way we understand the impact of travel. But what happens when the innovator becomes the incumbent? And when the very language of “sustainability” begins to seem tired, predictable, even counterproductive?
That is the key question being asked this year at the WTM Sustainability Summit in London, on Tuesday 4 November. Themed “Sustainable Tourism Is Dead. Long Live Sustainable Tourism,” the event invites professionals, institutions and businesses to consider whether sustainable tourism as we know it has reached its limits – and what the next step should be.
What is the real purpose of tourism?
As Tina O’Dwyer, founder and CEO of The Tourism Space, notes, the term “sustainability” was born to challenge established perceptions. But over time, it risks becoming trapped in a bureaucratic routine of certifications, reports and reports that “check boxes” without fundamentally changing reality.
“Sustainability cannot simply be a supplement or a “green” addition to what we already do. We need to ask again: what is the real purpose of tourism in a world of multiple crises?”, O’Dwyer emphasizes.
Five Pillars of Change
The Summit aims to highlight the weaknesses of the current model and explore solutions through five key thematic areas:
1. Redefining Purpose
Tourism is not just about fun or escape. It can be a place for empathy, imagination and new forms of coexistence. When purpose is broadened, tourism stops aiming only at reducing negative impact and turns to creating positive change.
2. Reinventing Practices
Indicators and certificates offer structure, but sometimes limit progress. New examples are emerging – from open databases that verify sustainable practices, to accountability models that prioritize credibility and innovation.
3. Listening to Place
One of the greatest “silences” of tourism is that of the communities themselves. From Nepal to the Bahamas to Africa, local voices are now claiming the floor, redefining the relationship between visitor and destination – from mass to deeper connection.
4. At the Center, the Human
Sustainable tourism cannot succeed if it ignores the human factor – the choices of travelers, workers and businesses. Experiences designed with inclusion and purpose can make the “right choice” easier.
5. The Role of Politics
No transition can happen without political will. The fact that tourism now has its own portfolio in the European Commission, with Commissioner Apostolos Tzitzikostas present at the Summit, highlights the importance of connecting politics and sustainability at the European level.
Beyond the slogans
The big question remains:
The answer, as O’Dwyer puts it, is twofold:
If sustainable tourism is limited to “boxes” and trite narratives, then perhaps so.
But if it means a continuous commitment to redefinition, innovation and a meaningful connection with places and people, then it is more alive than ever.
“The challenge is to move beyond slogans, towards tourism that is credible, resilient and rooted in community and reality,” she notes.
The voice behind the change
Tina O’Dwyer is one of the most recognized leaders in the field of sustainable and regenerative tourism. As a Strategic Advisor, Trainer and Speaker, she has worked with governments, public organisations, European institutions and EU-funded projects.
Her journey began in 2009, with pioneering actions in Ireland — from the Burren Ecotourism Network to the Burren & Cliffs of Moher Geopark — projects that have won international awards such as the European Destination of Excellence Award and the National Geographic World Legacy Award.
WTM Sustainability Summit 2025
Tuesday 4 November, 11:15 – 14:30
Purple Theatre, WTM London
Topic: Sustainable Tourism Is Dead. Long Live Sustainable Tourism
