PRESS RELEASE – Cape Town
Travellers want to make sustainable choices, but eco-fatigue and skepticism are changing that conversation, says Dr Niel du Toit, CEO of Go Sustainable Tourism. Here he explores why trust is the new currency of tourism and what industry players must do if they want to avoid falling off the map.
A powerful movement of sustainable tourism is driving a new breed of conscious travellers. Eco tourists are determined to make more thoughtful decisions about transport, accommodation and ways to support local communities and respect cultural heritage.
While the world is certainly touting sustainable travel and all the environmentally conscious practices that go with it, the numbers paint a different picture.
According to a global report, while close to 85% of travellers say that sustainable travel is important, nearly 28% admit they are tired of hearing about climate change, and 25% question the severity of the crisis.
This eco-fatigue is compounded by scepticism – 34% believe their efforts are pointless if destinations don’t prioritise sustainability, and 33% think environmental damage is irreversible.
Yet, despite this, there is still an undeniable appetite for responsible travel. The same report tells us that 75% want to travel more sustainably in the next year, with 45% believing they can play a part in counteracting the social impacts of travel.
This paradox paints a clear picture: while travellers do care deeply, they are done with lip service. They want truth and transparency before they commit to travelling with purpose.
Why trust is tourism gold
With scrutiny rising, trust becomes everything. Tired of greenwashing and vague claims, travellers want evidence. And token gestures of superficial compliance aren’t going to cut it. Sustainability must become embedded into core strategies that are visible in action, not hidden in glossy brochures. For South Africa’s hospitality sector, this is a defining moment.
Between January and September 2025 alone, 7,6 million international tourists visited our country, an increase of over 1 million compared to the same period in 2024. And with the goal to reach 15 million international arrivals by 2030, The case for trust and credibility has never been more solid.
Confidence comes with certification
With 45% of international travellers more likely to book accommodation with credible certification, and two thirds looking for consistent standards across booking platforms, the market holds untapped potential for hospitality providers who can prove their sustainability credentials.
But how can this be done? Go Sustainable Tourism (GST) is one example of how providers can ensure a data-driven certification process that goes beyond marketing labels. Its approach focuses on measurable outcomes and continuous improvement so that businesses move past superficial compliance and show would-be guests real sustainable tourism progress. With a framework built on four interdependent pillars, Company, Customer, Community, and Conservation, accommodation providers can ensure sustainability is integrated across their entire ecosystem of guest experience, local impact, and environmental stewardship.
Unlike vague self-reporting schemes or one-off audits, GST certification is grounded in measurable outcomes and continuous improvement, developed by trained professionals, guided through practical steps, and supported to achieve meaningful progress.
Credible certification like this is what builds trust with travellers, strengthens relationships with local communities, and positions South African tourism as a market where transparency and integrity are non-negotiables.
The tipping point is here
To say the stakes are high is an understatement. The sector contributes 8.8% to the country’s GDP and supports 1.7 million jobs. More than ever, sustainable practices sit at the nexus of responsibility, resilience, and profitability, defining how tourism can grow without compromising the very assets it depends on.