Tourism is one of the economic sectors most dependent on biodiversity. As such, companies need to understand their responsibility and potential to contribute to nature conservation and the sustainable development of communities.

The UN Convention on Biological Diversity (CBD), in 2022, set international targets to halt biodiversity loss and restore ecosystems by 2030. While these targets do not impose direct legal obligations on companies, some are already using them as a reference to guide best practices and advance sustainability.

A recent Issues Paper by the IUCN World Commission on Protected Areas (WCPA), developed together with the World Travel & Tourism Council (WTTC), the Global Sustainable Tourism Council (GSTC), and the World Sustainable Hospitality Alliance, provides a clear roadmap for tourism to contribute to these goals. While much of the analysis focuses on Protected and Conserved Areas (PCAs), the recommendations are relevant for companies operating outside these areas as well.

Tourism and biodiversity: the role of companies according to WTTC and global organisations

The report highlights that Nature-Positive Tourism (NPT) is essential: it goes beyond reducing impacts to restoring habitats, creating tangible benefits, and supporting local communities. Four main lines of action are recommended (as outlined in the original document):

Adhering to internationally recognised sustainability certifications to ensure compliance with biodiversity goals.

• Adopt sustainable tourism certification such as GSTC-accredited certification, the Sustainable Hospitality Alliance’s Pathway to Net Positive Hospitality, or WTTC’s Nature Positive Tourism toolkit.
  
  
• Encourage privately owned PCAs to adopt IUCN Green List guidelines for managing tourism in protected areas.

Incorporating biodiversity restoration and ecosystem enhancement into operational plans that respond to climate change challenges and offer mitigation and adaptation options.

• Implement biodiversity restoration initiatives, such as coral reef rehabilitation or forest restoration projects.
  
  
• Establish eco-friendly infrastructure standards that use materials and designs to minimise environmental footprints.
  
  
• Assess the costs of new infrastructure for biodiversity protection and local well-being in destination tourism management.

Establishing collaborations with local communities to develop tourism experiences that are culturally and environmentally appropriate.

• Engage local communities in decision-making and revenue-sharing agreements for tourism projects.
  
  
• Develop co-managed ecotourism ventures in which Indigenous and local groups play leadership roles.

Developing visitor engagement programmes to transform tourists from passive consumers into active biodiversity stewards.

• Launch visitor education programmes such as wildlife-friendly tourism guidelines that promote pro-environmental behaviour.
  
  
• Establish volunteer tourism programmes, such as citizen science projects for biodiversity monitoring.

The path towards sustainable tourism faces significant challenges, including the threat of greenwashing, balancing economic interests with conservation, and persistent environmental pressures such as invasive species or inadequate management practices. Nevertheless, these challenges are surmountable, and the opportunities to align tourism with conservation and local development are substantial.

Sustainable tourism also represents a strategic opportunity: it strengthens the social licence to operate, protects natural resources critical to business, and enhances brand differentiation. Linking tourism revenues with conservation and local development generates a shared-value model that benefits all stakeholders.