Popular Asia-Pacific destinations negatively impacted by climate change can restore their reputations if they face up to the challenges and take action to implement sustainable tourism practices, according to research conducted by MMGY TCI Research, PATA’s data and intelligence partner.

Managing director and partner Olivier Henry-Biabaud, in sharing the findings on Climate Change and Tourism in Europe, noted that Vietnam’s nature-based solution – the creation of eight new festivals and new travel seasons – earned it a reputation score of 79.4 per cent, placing it in pole position among 19 destinations.

While Vietnam faces a massive climate challenge, he said its positive reputation is due to a combination of ‘facing up to it’ and seeking international cooperation to “concretely combat the situation”, which Sri Lanka – in the 13th spot – is also doing.

While Australia reputation is “positive in general, the climate change impact is so visible”, Henry-Biabaud shared during the recent PATA webinar on Climate Change Impact on Destination Reputation.

Australia is ranked 16th and traveller posts, for example, on things to know before going to Sydney, list “weather change”, “weather is a concern” and “a trip in and around the city could be impacted by the direct danger of fires or by smoke particles”.

Elsewhere, there are comments like “Paradise at risk: the Maldives in danger of disappearing due to climate change” and “Why did so many climbers die on Mount Everest this year?” with the Nepal Tourism Board claiming it was due to “climate change and the weather”.

Henry-Biabaud said a destination’s reputation can change every month; that travellers are looking for destinations they trust – naming China and Australia as two of the most travel sensitive markets – and destinations should want to better plan tourism sustainability; and younger travellers, while more aware of the impact of climate change and try to pay attention to being more responsible, are bothered by guilt as they still want to travel.

“The key is to be transparent, educate the traveller, be part of the solution and to maximise the social and economic benefits to local communities,” he noted, adding that trip planners are now risk managers of storms, landslides, fires, avalanches, air pollution and potential health issues when helping travellers choose destinations with the least risk.

For Sri Lanka Tourism Development Authority deputy director general and head of Sustainable Tourism Unit, Upali Rathnayake, the destination is trying to catch up by implementing industry sustainability certification, with nine destinations in nine provinces having been identified for sustainable tourism for the future.

Fabrizio Orlando, global director, industry affairs, Tripadvisor, said the platform clearly displays certified sustainable providers, makes them “easily accessible”, and even created a list of sustainable destinations for its Traveler’s Choice Awards this year.

According to Henry-Biabaud, Bhutan is the only carbon-neutral destination in the world; all arriving visitors to the Pacific Ocean island of Palau have to sign a pledge to be good environmental stewards; and Japan is looking at a safety plan to reduce potential risk.

On a positive note, he pointed out that Asia-Pacific is embracing sustainability as part of the industry’s DNA and responsibility.

“There is room for education and destinations most proactive on sustainability are the most positive about their reputation,” he opined.

PATA’s Issues and Trends (1Q 2024): Climate Change Impact on Destination Reputation report is now available on its website.