From the publication "With over 200 environmental certifications in the travel industry alone, embracing sustainability can seem complex and daunting.  Amid so much talk about ramping up environmental commitment in the travel industry, particularly since COVID-19, there's a simmering paralysis of action.  

Micro, small and medium sized enterprises are particularly susceptible  to inaction since time  and resources are limited. Many of these businesses  fall victim to 'green hushing' (under-communicating sustainability initiatives)  for fear of 'greenwashing'  (over-claiming sustainability initiatives). Others simply  don't know where to start.  

Yet, whether tour operators  or accommodations, smaller businesses play a critical part  in driving change. Micro, small,  and medium-sized enterprises represent 90 per cent of the world's companies and are therefore fundamental  in the transition towards  a sustainable economy. Change from the bottom  is as significant as change from the top; a tree grows from its roots rather than  the canopy.  

Rather than a checklist or stand-alone achievement, sustainability is a journey  of continual improvement. Like all good journeys, the  first leap into the unknown  is the hardest but the most rewarding. Rather than waiting for perfection, the most critical thing for all travel companies, enterprises, and accommodations is to get started. 

To help businesses along  the way, The Long Run  has created two free  and practical resources, supported by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) on behalf of the German Ministry for Economic Cooperation and Development (BMZ). 

Published by: The Long Run

Authors: Vicky Smith, Kirsi Hyvaerinen, and Holly Tuppen