Readiness and willingness are only two aspects to a “build back better” turnaround to sound eco-friendly and sustainable hospitality industry. Even if both exist, we'll often see a lack of expertise on how to deal with biodiversity and ecosystem services in a manner that makes the difference between greenwashing and responsible business development.
Certification is complex, expensive and often criticized for not being good enough. This puts those, who want to prove that they are “doing good” in a dilemma. You might invest in something that makes your life more complicated without being honored by your customers.
Our devastating dealing with nature and natural ecosystems led to the COVID-19 pandemic. We have scientific proof that the destruction of tropical ecosystems will increase the frequency at which such pandemics will occur, speed up climate change, and exacerbate the global refugee crisis.
Covid-19 is a zoonotic disease - one that is transmitted from animals to humans. More than half of all diseases that emerged in the last decades belonged to this group. Scientists believe, that the present pandemic is just the tip of the iceberg.
To avoid falling into the „greenwashing trap” business need to be transparent, honest and modest. Since “greening” is not the core business of most tour-operators, hotels or resorts, investing in the wrong project or a poor strategy might turn into a slippery slope to reputation damage.