As the travel industry faces mounting pressures to adopt sustainable practices, the concept of net positive tourism emerges as a critical pathway for transformation. While the call for sustainability grows louder in India, there still is a gap that underscores the urgency for cohesive frameworks and policies. For India, integrating ecological, social, and economic indicators into a comprehensive strategy is essential to ensure that tourism not only conserves but actively enriches the communities and environments it touches. Here, T3 prepares a special report collating the industry suggestions on how India is or should be preparing for a blueprint to Net Positive Future.
At the 15th meeting of the Conference of the Parties to the UN Convention on Biological Diversity (CBD COP 15), the Travel & Tourism sector was singled out as a potential “Guardian of Nature” for its ability to lead a wider transition to a nature positive world. Now as climate concerns intensify and local communities seek more significant economic gains from tourism, a growing movement advocates for “Net Positive” tourism—an approach that goes beyond minimising harm to actively improving local environments, economies, and cultures.
For the tourism industry, net-positive isn’t just a goal but a necessity to sustain the natural and cultural assets that attract travellers in the first place. Therefore, to move forward, bridging the gap between biodiversity pledges and impactful on-the-ground policies is essential.
For a country like India, rich in biodiversity, culture, and heritage, the shift from ambition to action has the potential to revolutionise its tourism landscape and slowly but steadily turn to net zero. But while isolated efforts across states like Kerala demonstrate the country’s ability to make strides, they remain the exception, not the rule. Further, the limited understanding of nature-related risks is preventing tourism businesses from accurately assessing and reducing their environmental impact, though there are a few hotels and operators turning actively to sustainability and net zero commitments. Yet, the greatest opportunity lies with the untapped potential for community-based and nature-driven tourism, holding the key to a more regenerative tourism model, which if regulated well, can drive better results for India eyeing a carbon neutral tourism landscape.
As India stands poised to take meaningful steps, the question remains: how can the country transition from isolated examples of success to a cohesive, national movement that ensures tourism not only sustains but enriches the communities and ecosystems it touches? With global platforms like the Global Sustainable Tourism Council offering certification frameworks and the potential for nature positive tourism partnerships to adopt carbon-positive practices, as also highlighted in a WTTC report, the pathway exists. But turning this vision into reality requires bold action, coordinated policy frameworks, and a willingness to prioritise the long[1]term health of the environment and society over short-term gains.
In this report prepared by T3, we have spoken to leading experts in the field to explore the metrics India should adopt to measure its progress toward a net positive tourism model. What frameworks and funding mechanisms are crucial to making this a national priority? And most importantly, how can the Indian government incentivize the private sector—hotels, tour operators, embrace regenerative tourism practices, or should take a more regulatory approach? India’s journey towards net zero tourism could define its future on the global stage, leaving travellers with lighter footprints and communities with deeper, lasting benefits.
BUILDING BLOCKS FOR SUSTAINABILITY BEFORE THE NET ZERO TRANSITION
When approached by T3, Harold Goodwin, the ‘Responsible Tourism Guru’, Founder of ICRT Global & MD at Responsible Tourism Partnership, shared reports highlighting the positive impact of responsible tourism on both the environment and local communities in pockets of Kerala. Sharing the state’s leading Responsible Tourism Initiative, backed by its strong tradition of self-help groups and cooperatives, he pointed that it has led to significant benefits, particularly in Kumarakom. A joint report by Goodwin, Rupesh Kumar, and Jenefer Bobbin showed that over 80% of households have members employed in tourism, and the general sentiment towards tourism’s impact is overwhelmingly positive. By 2016, Kerala’s initiative benefited over 2,353 families and 7,349 individuals through local collaborations. This shows the expansive socio-economic reach of responsible tourism in the region.
Goodwin also shared a 2018 report on Coconut Lagoon, a CGH Earth property in Kumarakom, which demonstrated how tourism businesses create shared value by engaging with local communities. The resort emphasises sustainability through practices like rainwater harvesting, biogas production, and heritage preservation. Additionally, in alignment with its conservation ethos, Coconut Lagoon has restored traditional Kerala tharavad houses, preserving local heritage and minimizing the need for new wood. During FY 2016-2017, Coconut Lagoon’s efforts contributed over INR 1.2 million to the local economy, with 93% of its economic impact centered in Kerala.
Notably, CGH Earth is a family-owned business, originated in Willingdon Island, Cochin in 1954 as the Casino Group of Hotels. The CGH Earth group of properties has a business model which explicitly recognises the importance of the local natural and socio-cultural environment. “CGH Earth has been committed to its internal policy of striving for net positivity. In line with this goal, we’ve collaborated with the Government of Kerala’s Responsible Tourism initiative to foster a regenerative tourism model, creating a net positive impact on the environment and communities,” Sidarth Dominic, CEO (CGH Earth Wellness) told T3.
Dominic added that while Bhutan and Costa Rica have made significant strides in environmental regeneration and community support, in India, progress in this area largely relies on organizational and state government efforts. “Notably, Sikkim and Kerala are pioneering responsible practices, while small enterprises contribute meaningfully.”
“The Kerala Tourism Department has championed responsible tourism initiatives, inspiring other states to follow suit. Although national data on ongoing initiatives in responsible tourism is scarce, various organizations and state governments are actively working towards sustainable solutions,” Dominic stated. He added that while net-positive tourism is gaining momentum and the state has expressed enthusiasm for this approach, policy frameworks to support its implementation are still in development.
Goodwin further noted the absence of any international benchmarks for countries leading in net positive tourism, yet he expressed optimism about the increasing interest from various states pursuing responsible tourism initiatives. He stated, “We are seeing more states pursuing RT, addressing local issues.
Notably, the Indian state Kerala has pioneered the participatory tourism development approach as a hallmark of Responsible Tourism (RT). Recognised by the UNWTO, Kerala’s RT initiatives not only align with the Sustainable Development Goals (SDGs) but have also been featured on the UNWTO’s SDG case study dashboard. While tourism has historically fuelled Kerala’s economy, the state has consistently prioritised sustainability, guided by Rupesh Kumar K., CEO of the Kerala Responsible Tourism Mission Society.
In 2017, the Government of Kerala formalised its commitment to sustainable tourism by establishing the Kerala Responsible Tourism Mission, which operates with a triple-bottom-line approach focusing on economic, social, and environmental responsibility, Kumar shared with T3. “The mission aims to harness tourism to develop villages, uplift local communities, eradicate poverty, and empower women.” This initiative took a significant step forward on October 31, 2023, with the creation of the Kerala Responsible Tourism Mission Society (KRTM Society).
A notable project under this initiative is The STREET (Sustainable, Tangible, Responsible, Experiential, Ethnic Tourism hubs), designed to transform destinations into vibrant, theme[1]based streets. This initiative aims to diversify tourism activities, alleviate overcrowding in popular areas, and promote sustainable practices.
The local community plays a central role in these projects, fostering a sense of ownership and pride in their locale. This engagement encourages residents to monitor the sustainable development, preservation, and protection of their environment, culture, and heritage, said Kumar.
Goa is strengthening its commitment to sustainability too. In a recent discussion with T3, Goa’s Tourism Minister Rohan Khaunte emphasised the importance of adopting effective metrics to measure India’s progress toward net positive tourism and explained that this concept seeks to generate measurable benefits for both the environment and local communities. “This approach resonates with our commitment to Regenerative Tourism in Goa, focusing on society, economy, and environment.”
He highlighted that India has taken a significant lead in embracing these principles, which are evident in the formulation of the Goa Road Map, developed during the G20 Tourism Minister’s meet. Notably, the Goa Tourism Roadmap emphasises five key priorities to advance regenerative tourism. The first priority, Green Tourism, focuses on making the sector more sustainable, responsible, and resilient. The second, Digitalization, leverages digital tools to boost competitiveness, inclusivity, and sustainability. The third priority centers on Skills Development, aiming to equip youth with job skills and entrepreneurship opportunities in tourism. Supporting tourism MSMEs and startups is the fourth priority, encouraging innovation and growth within the private sector. Lastly, the roadmap emphasizes Destination Management, promoting a strategic approach aligned with the Sustainable Development Goals (SDGs).
“Our Prime Minister’s Mission LiFE has also inspired the Travel for LiFE initiative, which promotes sustainable travel practices that minimise environmental impact,” he added. By becoming the first state in India to adopt Regenerative Tourism, Goa is aligning with both national and international benchmarks to create tangible benefits for local tourism stakeholders, he added.
Khaunte then shared key figures that underscore Goa’s current position in sustainable tourism, adding that late year, Goa welcomed close to 10 million domestic tourists, contributing 17% to the state’s GDP, with over 35% of our workforce engaged in tourism. To further this momentum, Goa has launched several initiatives, including the Homestay Policy, which empowers women and uplifts local communities.
Furthermore, he mentioned Goa’s collaboration with industry stakeholders, pointing to several memoranda of understanding, including one with the All-India Institute of Ayurveda which helps promote wellness tourism in the state, reinforcing our commitment to sustainable practices. The strong involvement of both the industry and local communities in initiatives like the Ekadasha Teertha Circuit is pivotal for the continued success of Goa’s tourism sector, he added.
On the hospitality front, IHCL, South Asia’s largest hospitality focused enterprise, has introduced a framework to drive its sustainability and social impact measures under Paathya. Paathya forges an industry-leading path focused on Environmental Stewardship, Social Responsibility, Excellence in Governance, Preserving Heritage, Value Chain Transformation and Sustainable Growth. Gaurav Pokhariyal, Executive Vice President – Human Resources, IHCL highlighted that for the continued growth and development of the sector, it is essential to ensure that it is sustainable and inclusive, and that it contributes positively to communities, natural ecosystems, and the cultural heritage upon which our sector depends. Environmental, Social and Governance criteria (ESG) are increasingly on the minds of companies, investors and regulators, he acknowledged.
“IHCL has defined several short and long-term goals to be fulfilled by 2030 under Paathya. From 100% elimination of single-use plastic across all its hotels to ensuring 100% of wastewater is reused, the company’s 100% of hotels will be certified to a global sustainability standard. Taking ahead its commitment to skill building, and creating employability for the deserving and the marginalized, IHCL aims to impact the livelihood of over 100,000 youth. Long heralded as the custodian of Indian heritage, IHCL’s collaboration with UNESCO, will see adoption of 100% of Intangible Cultural Heritage (IHC) projects in the geographies it operates in.”
Furthermore, IHCL reports all sustainability disclosures in line with global reporting frameworks – UN Global Compact, Carbon disclosure project, Sustainability reporting, Integrated Reporting and Business Responsibility Reporting.
On an industry level, the Adventure Tour Operators Association of India has been leading the efforts in turning their annual convention into net zero events. In keeping with ATOAI’s dedication to sustainability, the upcoming 16th Adventure Convention in Tawang, Arunachal also aims to be a net-zero event, reducing its environmental footprint and championing responsible tourism. Association’s previous convention held at the Statue of Unity last year, was also held on the similar lines with efforts adhered to net zero or net positive practices.
Ajeet Bajaj, President of ATOAI & MD, Snowleopard Adventures shared that with the upcoming convention, ATOAI looks forward to showcasing Arunachal as a model for responsible adventure tourism, setting new standards for both environmental stewardship and community-driven development in the region.
Further, the largest travel aggregator, MakeMyTrip is adding to the cause in their own humble way. Deep Kalra, Founder and Chairman, MakeMyTrip shared that the MakeMyTrip Foundation, company’s social development arm, has spent the last nine years building resilience in high-tourist destinations by promoting waste management and community-driven tourism.
DRIVING THE NET POSITIVE SHIFT: UNIFIED FRAMEWORKS, POLICIES, SUSTAINABLE BUSINESS PRACTICES AND MORE
Sharing key statistics, Anil Parashar, Executive Director of InterGlobe Technology Quotient highlighted that sustainable tourism is gaining traction among global travellers, with a recent Booking.com study revealing that 75% of participants aim to travel more sustainably within the next year. Notably, 32% of these travellers believe sustainable travel is simply the right thing to do. However, despite these encouraging statistics, several challenges remain.
“While 45% of individuals view sustainable travel as important, it often falls short of being a top priority during trip planning. A significant 33% express skepticism about their impact, believing the damage caused by travel is irreversible. Additionally, 25% of travellers downplay the urgency of climate change, and 44% feel that governments are best positioned to tackle the economic implications of travel, while 43% trust travel service providers to mitigate environmental issues,” he highlighted.
“These insights highlight the urgent need for greater collaboration to address growing consumer feelings of powerlessness and to ensure that sustainability remains a priority in the travel industry. To tackle these problems, we need to raise more awareness on said issue. Alongside adopting sustainable tourism practices, it is crucial to regularly monitor and measure our progress toward net positive tourism. India can do so by adopting a multi-faceted approach that incorporates environmental, ecological and social indicators by referring to a set of metrics, for example–Environmental Sustainability; where we can start assessing how tourism affects local wildlife and ecosystems and ensuring we’re reducing our emissions– Social Responsibility; where we observe how tourism benefits local communities, where the metrics could include job creation, local business support, and how well we’re preserving cultural heritage– Economic Viability.”
He added that the country should measure how much of the tourism revenue stays in local hands which includes looking at job creation rates and the sustainability of tourism activities. “Apart from these, there are multiple Global frameworks like the Global Sustainable Tourism Council (GSTC) Criteria that can guide us in establishing these standards.”
Aashish Gupta, Founder: Strategy PLUTO & Consulting CEO: FAITH acknowledged that India made a net zero commitment to reduce carbon emissions by 2070 at COP26, and it’s essential for every sector, including tourism, to align with this. “For tourism, it may be more practical to assess activities, destinations, and companies rather than measuring the entire sector at once. Different entities, such as hotel chains and travel companies, have already committed to net zero by specific target years. Some are even developing products that are net positive, particularly in areas like water usage and emissions. For example, ITC hotels have committed to being net positive in terms of water and emissions. Such companies serve as excellent examples of how businesses can contribute to the net positive movement.”
The Environmentalist, Founder Ibex Expeditions & Founding Pres. of RTSOI, Mandip Singh Soin shared that while there are some great examples of sustainable practices scattered across the country, such as wildlife lodges contributing to conservation and tour companies involved in tree-planting initiatives or electrification projects, these efforts are not widespread. “We have notable examples like the Snow Leopard Conservancy in Ladakh, but we need many more initiatives that focus on environmental regeneration and support for local communities. For instance, in Bhutan, when developing the Punakha Valley into an electrified area, they discovered it was a nesting ground for black-necked cranes. The project team opted to spend 40% more to run the cables underground, protecting the nesting sites from disturbance. Such practices highlight the need for tourism development plans to prioritise environmental concerns.”
One key policy framework by RTSOI that Soin recalled was the National Sustainable Tourism Strategy, launched in 2020 with the support of the Ministry of Tourism. “A critical aspect of this strategy is that every state developing a new tourism destination must conduct a carrying capacity assessment before receiving funding. The Ministry agreed to make the cost of this report a mandatory component, which is crucial for ensuring sustainable tourism. However, I am uncertain if this is being implemented effectively on the ground. While new destinations need this focus, we also must address existing ones that are overrun, such as Ladakh and popular hill stations like Mussoorie and Manali, which require a solid framework for managing carrying capacity,” he reiterated, adding that we have the knowledge and capability to make significant positive contributions through tourism.
Further, MMT’s Kalra emphasised the need for India to actively promote sustainable tourism practices across the hospitality sector and among travellers, aiming for a future of net-zero carbon tourism. He underscored that achieving this ambition will require robust government leadership, incentives for the private sector, and the widespread adoption of sustainable measures throughout the tourism industry.
Kalra pointed out that while some large hotel chains have embraced eco-friendly practices, the true challenge lies in implementing these efforts consistently across all tourism-related businesses. To address this, he advocated for a unified national framework that incentivises sustainable practices, with a focus on regenerative tourism models, including community-based projects and carbon-positive initiatives.
He also highlighted successful global examples, such as Bhutan’s “high value, low impact” approach, where visitor fees support local infrastructure, healthcare, and education. Similarly, Costa Rica has developed a rating system for businesses based on sustainable practices, covering energy and water conservation and community support. In Denmark, Copenhagen’s CopenPay initiative rewards eco-conscious behavior by offering tourists engaging cultural experiences—like free museum access and meals—for actions like traveling by bike or participating in local clean-up efforts. He added that with the right approach, India could emerge as one of the world’s top travel destinations within the next two decades, cautioning that failure to adopt these practices risks compromising the country’s natural wealth and biodiversity.
Parashar added that while the Indian government has been making significant strides toward achieving net positive tourism, our country could do even better if we could incorporate a more unified approach. “Forming a more cohesive, a more unified and integrated National Tourism Policy is crucial, which harmonizes sustainability, community engagement, and ecological conservation across all states, by developing guidelines that prioritize sustainable tourism practices, including provisions for community involvement in tourism planning and ensuring all states adhere to a common set of sustainability goals.”
He quoted an example that shows in Andaman and Nicobar Islands, using plastic and newspaper to serve items is prohibited, and the only thing used is a huge banana leaf under the items. “This might seem like a tiny gesture, but it certainly has its impacts on tourists. The banana leaf represents their culture and showcases authenticity, while the no plastic policy protects the environment from the ill-effects of using plastic,” he said.
Parashar added that India can make significant progress through targeted funding to support regenerative tourism projects, especially in rural areas with high potential for sustainable tourism models. He highlighted the importance of capacity-building initiatives to educate businesses, communities, and tourists on sustainable practices, as well as implementing a regulatory framework with eco-certifications to establish standards and ensure accountability.
Gupta, on the other hand shared that there’s a gap in understanding what India is doing at a national level to achieve net zero or net positive outcomes in tourism. “Tourism contributes about 6-7% to emissions, but travel, which encompasses more than just tourism (including business and societal needs), is a significant contributor. It’s challenging to measure tourism’s impact alone at a country-wide level, but individual activities can be measured and consolidated upwards.”
“On a broader scale, every destination, corporate entity, and individual activity must align with the country’s net zero and net positive commitments. A regulatory framework alone won’t suffice, as there are multiple steps required to achieve these goals. The alignment to the national target is the first step, and every entity must work toward that.”
Solid waste management and effluent treatment are also crucial, he said. Local governments must ensure there are systems in place to handle waste without emissions or discharge, and businesses should be supported in upgrading their equipment to meet these standards. “We’ve already seen progress in areas like reducing plastic usage, with many companies moving towards glass bottles and other sustainable alternatives. It’s vital for every business to assess its carbon footprint and take steps to reduce it.”
In terms of new projects, Gupta said that sustainability needs to be embedded into the design from the outset. “Whether it’s a new hotel, destination, or tourism product, sustainable practices should be part of the planning process. Governments can support these efforts by providing incentives for sustainable designs.”
ATOAI’s Bajaj said that our country should aspire to embrace net positive tourism, where every journey contributes positively to both the environment and local communities. This, he said, could be possible through fostering initiatives like community-based tourism, promoting carbon-positive practices and expanding sustainable infrastructure. “With this, we can create a tourism model that regenerates rather than just sustains. We grew up with the mantra for the outdoors: ‘Take only photos, leave only footprints.’ Today, the new mantra is: ‘Take only experiences, leave a lighter footprint and happier communities.’ The future of Indian tourism lies in our ability to collaborate, innovate and ensure that every traveller leaves a lighter footprint while enriching the natural and cultural landscapes they explore.”
AVIATION’S GREEN LEAP
Aviation, which accounts for approximately 2-3% of global CO₂ emissions, can play a significant role in promoting net-positive tourism by adopting sustainable practices, innovating on low-emission technologies, and supporting conservation efforts at destinations. In India’s context, where the aviation sector contributes over 4-5% of its total transportation emissions and where domestic and international tourism heavily relies on air travel, the sector’s efforts toward net-positive impact can contribute to both reducing environmental footprints and promoting regenerative tourism practices.
While there are reports suggesting that India is set to become the third-largest aviation market by 2025, potentially reaching one billion passenger trips by 2040, this growth calls for a pressing need for sustainable aviation solutions to mitigate the environmental impact. In India, airlines like IndiGo and Vistara have initiated carbon offset programs where passengers can voluntarily contribute to offset their carbon footprint. SAFs, on other hand, derived from waste products and other renewable sources, reduce emissions by up to 80% compared to traditional jet fuels. Although SAFs are still in limited use in India, Air India is initiating partnerships to integrate SAF into its fleet, and the government has encouraged collaborations to expand SAF infrastructure.
While hinting that the transition to hydrogen powered aviation is our best hop, Goodwin lauded Airbus’s work in the segment. Notably, Airbus aims to launch the world’s first hydrogen-powered commercial aircraft by 2035. Through the ZEROe project, Airbus is exploring multiple configurations and technologies while developing the ecosystem needed to produce and supply hydrogen to support this goal.
Soin also acknowledged that aviation is essential for travel and its carbon emissions have a significant impact and therefore, a comprehensive sensitisation campaign for travellers, like the ‘Responsible Traveller’ initiative is a need of the hour. “This campaign should encourage alternatives to flying, such as road or train travel, to reduce emissions. For those who must fly, airlines and booking platforms, like MakeMyTrip, could lead efforts to offset their carbon footprint. For instance, they could establish a model where passengers contribute a small amount to a tree-planting initiative, matched by the airline, creating a collaborative effort through certified NGOs that support local communities. As flight routes expand, such initiatives are vital for sustainability,” he suggested.
INCENTIVISATION OR REGULATION- WHAT’S NEEDED?
When it comes to driving sustainable tourism before moving to a complete net zero path, opinions diverged on the best approach: should the government focus on incentivizing businesses to adopt eco-friendly practices, or is strict regulation the only way to ensure accountability on the ground? While some speakers here advocated for incentivisation, believing that positive reinforcement can accelerate adoption, others argue that firm regulatory measures are essential to enforce industry-wide standards. Regardless of approach, there is a growing consensus that collaboration between the government, private sector, state entities, and industry associations is crucial for advancing sustainable tourism across India.
As per a report by WTTC, governments play a key role in setting net-positive tourism standards. Policies that regulate waste management, emissions, and resource use ensure that tourism businesses are accountable. The GSTC and WTTC have called for clear standards and certifications, such as the EarthCheck program, to ensure responsible tourism practices. In 2023, the World Travel & Tourism Council (WTTC) also reported that nearly 60% of global travel companies now commit to Net Zero targets, with many pivoting to net-positive strategies. Unlike traditional sustainability, which focuses on reducing negative impacts, the net-positive model emphasizes regenerative efforts.
“Implementing Environmental, Social, and Governance (ESG) practices as a mandate can significantly impact responsible business practices. By tracking and incentivizing key parameters, governments can encourage enterprises to contribute positively. This proactive approach can drive meaningful change. ESG frameworks can help organizations assess their sustainability and ethical performance, ultimately benefiting both the environment and stakeholders,” stated Dominic.
When it comes to incentivizing private sector involvement, particularly hotels and tour operators, in adopting carbon-positive practices or regenerative tourism models, the Indian government should focus on providing incentives rather than heavy regulation, suggested Gupta. “Regulations alone won’t work without the infrastructure and alternatives in place. For instance, the government has already incentivized electric vehicles by lowering tax rates, making it more feasible for companies to adopt greener technologies.”
“Similarly, businesses need to identify and reduce their carbon footprint, especially in areas like fuel consumption. For example, air travel and cruises have significant carbon emissions, and while individuals might not immediately avoid these options, sustainable alternatives are needed. The government is already taking steps to reduce carbon emissions in transportation, such as the road ministry’s push for ethanol-blended fuel and the incentives for electric vehicles.”
Another area where incentives could help is in encouraging businesses to adopt renewable energy sources. Companies with high power consumption, like hotels and destinations, need to transition to renewable energy sources such as solar or hydro. “Government support for initial capital and operational costs could ease this transition,” he further suggested, adding that in the ongoing conversations with the government, FAITH is also advocating for the integration of green principles into all tourism activities.
“Many companies have already set individual targets to become net zero within specific timeframes, showing a collective effort towards a more sustainable future. The importance of new businesses incorporating sustainability principles from the outset and existing businesses developing migration plans is critical.”
He also spoke on how the role of associations, government, and private players in working together is crucial to ensure a net zero future and the importance of continuous dialogue and collaboration, besides the importance of regenerative activities and the need for continuous dialogue being realised in time.
On similar lines, Kalra also urged for financial incentives, such as tax credits and subsidies, to accelerate carbon-positive practices within the private sector.
Goodwin, on the contrary, argues on why the governments should offer incentives to transition toward net-zero emissions; rather, he suggested that regulating their practices is ultimately more effective. This perspective, he said, is rooted in the principle of “polluter pays” which holds that those who contribute to environmental degradation should bear the costs associated with it. By enforcing regulations, the government can establish clear standards that hold businesses accountable for their environmental impact, ensuring that they contribute to sustainability rather than merely benefiting from incentives without meaningful change.
Offering a balanced perspective, Soin added, “To adopt carbon-positive practices, hotels and tour operators need a balanced approach of incentives and regulations from the government. The time for merely waiting on incentives is over; the industry, both organized and unorganized, has not portrayed a sustainable image. There needs to be more regulatory oversight alongside incentives.”
“Sensitization and educational programs can play a crucial role, as many individuals want to contribute positively. Recognition, market access, and public acknowledgment for those who practice sustainability could motivate others. Associations must take responsibility for the environmental and social impacts of their tourism providers. If we don’t create a mass movement involving the industry, government, and travellers, we risk falling short of our sustainability goals,” he stressed.
Echoing his thoughts, Parashar shared that the best approach involves both incentives and regulations. “When businesses see that sustainability can be profitable, they’re more likely to get on board. At the same time, implementing regulations is vital to ensure everyone meets minimum standards. This protects our environment and ensures that tourism supports local communities. Finding the right balance is key; we want to avoid burdening or overwhelming smaller operators with too many rules without any kind of support. A collaborative approach that combines incentives with necessary regulations will be crucial for positioning India as a leader in net positive tourism.”
“Ultimately, while the government can lay down the policies, it’s also up to all of us— businesses, communities, and travellers—to actively contribute to making net positive tourism a reality,” he ended on a positive note.
