Why Tour Operators Are Emerging as Travel's Most Vocal Leaders for Sustainability

For our Viewpoint series, Skift invites thought leaders, some from the less obvious corners of travel, to join in the conversation. We know that these independent voices are important to the dialogue within the industry. Our guest columnists will identify and shape what global trends and through lines will define the future of travel.

When tourism decided to declare a climate emergency and take that declaration to Glasgow, it wasn't leaders from airlines, hotels, online travel agencies or the cruise industry leading the charge.

It was tour operator executives like Alex Narracott, the CEO of Much Better Adventures. His push to have global travel brands commit publicly to reduce emissions by 50 percent by 2030 and reach net zero by 2050 is just one prominent example of tour operators playing an outsized role in sustainable travel.

Tour operators can reach local communities directly through tour guides who, in best case scenarios, are actually from the community. Since that access provides such companies immediate feedback about a host community's perception of tourism, I set out to find out why the sector has taken a leading role in one of the most defining issues of our time.

"It’s like going to the same church. We're all already believers," said Michael Edwards, the managing director of tour operator Explore Worl