Page 35 - sustainable tourism-- Dr.Aya

An increasing volume of research and practice

reports show how sustainability has become an

established part of corporate and governmental

agendas, while there are numerous examples

from hospitality and tourism companies and

destinations worldwide that have successfully

implemented environmental management

systems. For instance, the World Travel and

Tourism Council (WTTC)‘s Tourism for

Tomorrow Awards recognize the best

examples of sustainable tourism and now

receive several hundred applications each

year.

Awards can be dismissed as not the best

metric of progress, yet, measurement,

monitoring, innovation and leadership have

become the hallmarks of recent winners,

demonstrating a maturity and sincerity to their

sustainability performance. In many instances,

these companies and destinations have

established links with academic institutions

and have recognized the value of using

empirically based research to make

commercial decisions.

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