Not in the Guidebooks was at World Travel Market (WTM) this week and it really left an impression on us and our position in the travel industry. There were talks on everything from new marketing trends to new tech; navigating post-conflict tourism to how to support DE&I in the workplace but, one topic that dominated was sustainability. We are so glad that everyone is thinking about how we can improve the tourism industry. Since the revolt against bad tourist, we’ve been on a mission to create good tourists. Fixing the intractable issue of tourism is going to require a huge shift in not just the industry but also its perception. We hope our holistic approach to sustainability and tourism can be a force for good, and we’ll only continue as long as we believe we’re doing good. Here are some of the ideas, plans and moments we’ll be taking back to the office with us.
From left to right: Dolores Semeraro, Carol Savage, Glenn Mandziuk, Anne De Jong, Gavin Brooking.
Regenerative tourism
Our CEO, Carol Savage, participated in a crucial panel discussion addressing mass tourism and its impacts. The conversation revealed an encouraging shift in industry mindset – moving from problem-focused dialogue to solution-oriented approaches.
Carol highlighted one of our core strategies: promoting off-peak travel and season extension as effective tools to combat overtourism. This approach not only helps distribute tourism’s economic benefits more evenly throughout the year but also reduces pressure on destinations during peak seasons.
The panel’s sentiment was captured perfectly when one participant noted, “Sustainability isn’t about not doing things, it’s about having a positive impact on the local environment and communities.” This aligns perfectly with our long-standing commitment to regenerative tourism – an approach that actively supports local environments, economies, and communities.
At Not in the Guidebooks we’re putting these principles into practice through:
- Partnering exclusively with local businesses to minimise tourism leakage
- Developing carbon measurement tools for our trips
- Exploring community support initiatives (while avoiding voluntourism pitfalls)
During the panel, Carol also introduced our Green Horizons Magazine, which features conversations with local communities about responsible travel practices. These discussions inform our approach to sustainable tourism and help us better understand how visitors can positively impact the places they visit.
The industry is clearly evolving beyond harm minimisation toward active positive impact, and we’re proud to be at the forefront of this transformation. While we acknowledge there’s more work to be done, we’re committed to pushing the boundaries of what responsible tourism can achieve.
Left to right: Lydia, Roberto, Carol.
Catching up with our local hosts
As always the highlight for the team was the chance to reconnect with our local hosts from across the globe. These face-to-face interactions provide valuable insights into how the last year has been, what is new and developing in the destination, and an opportunity to discuss plans for the future. Hearing directly from our local partners about the new opportunities and challenges they’re navigating is always incredibly valuable. It reinforces our commitment to working closely with community-based operators who share our vision for sustainable, regenerative tourism. These candid conversations with our hosts left us eager to explore even more ways to support their growth and development in the years ahead.
Jamie-Lee
DE&I and being more inclusive
DE&I have always been central to our values, not just in how we operate, but in fostering a positive, sustainable impact. At the ITT Future You conference, our Marketing Manager, Jamie-Lee Abtar delivered a keynote speech, emphasising the importance of supporting young, diverse talent in the travel industry. We’re committed to advocating for underrepresented communities, ensuring their voices are heard, and learning from leaders like Aisha Shaibu-Lenoir on making lasting changes. Embracing diverse perspectives not only enriches our workplace but enhances productivity and drives meaningful innovation.
Learning and development
One of the most valuable aspects of WTM was the opportunity for learning and development. The event brought together industry leaders who shared their expertise and offered guidance for the next generation of talent. Some of our colleagues who attended WTM for the first time had a lot of positive feedback to give. Jacob told us, “It was amazing to hear so many positive conversations about travel and sustainability in the industry.” We completely agree, there were so many great conversations happening that showed how the travel industry is shifting to be more sustainability-conscious. James was so excited about the marketing talks, with so much helpful information about every aspect of marketing and social media. Michelle told us she “feels like I had questions answered that I hadn’t even asked.” The ability to network with peers and connect directly with experts was particularly impactful. Overall, the learning opportunities at WTM left attendees energised and eager to apply their newfound insights back at the office. The event clearly served as an important platform for professional development within the industry.
06/11/2024 
News 
