”Green tourism”, a term that is used broadly to encompass all forms of tourism that relates to the natural environment and cultural heritage of an area, has been identified as one of the fastest growing sectors of tourism globally.

The concept of green tourism traditionally suggests an emphasis on environmental protection. However, there is a growing recognition that all tourism, in particular that which claims to be “green”, should be culturally, socially and environmentally sensitive.

Within ASEAN, the opportunities for green tourism are growing for both travellers and local communities. The region’s natural landscape, pristine environment, diverse wild life and cultural heritage form the basis for attracting visitors.

A heightening awareness is coming to play in the market with local communities and government leaders awakening to the vast potential that green tourism brings to our countries.

While there is considerable scope for expanding green tourism in ASEAN, the development of this trend would depend on our capacity to grow this market sustainably, and the ability to develop a quality standard that would match expectations of an increasingly sophisticated travel market that is both ecologically and socially conscious

The challenge is to create higher economic benefit through a more creative kind of tourism while minimising the negative impact of increasing visitors on the surrounding environment and indigenous communities.

While there is a growing collective conscience in this regard, much still needs to be done to reconcile national and regional tourism priorities and their respective green agendas.

Each nation’s level of commitment and exposure to green tourism varies, and the diffusion of such philosophy has been quite slow. The transition from theoretical principles to operational frameworks has also been sluggish.

The global economic slowdown presents a window of opportunity to ASEAN to reassess its tourism strengths and direction, both on a national and regional level.

Green tourism is a global trend that is here to stay. It will be to the region’s advantage to embrace sustainable development principles and encourage responsible travel behavior that conserves the environment and biodiversity as well as sustains the wellbeing of the local people.

Now is the time to act.