Tourism Must Lead Sustainability
‘Despite political shifts in some global markets, including a rollback in climate ambition in the United States, the evidence is clear: sustainability is no longer optional for the Irish tourism industry’, says Maurice Bergin, ceo and founder of ‘Green Hospitality Ireland’.
He writes:
‘Business as usual’ the model of consumption without accounting for environmental impact, is obsolete. Ireland has the opportunity, and obligation, to lead as a world-class, environmentally sustainable tourism destination, decarbonising its ground operations and enhancing biodiversity while transparently explaining to visitors the limits of its influence over aviation emissions.
1. The Reality of the “Business as Usual” Fallacy
Richard Burrett of Earth Capital is correct: the era of unchecked consumption is over. Traditional business-as-usual scenarios involve:
No active effort to reduce emissions, leading to high reliance on fossil fuels beyond 2050.
Failure to adapt to climate risks, exposing assets and communities to disruption.
Ireland, bound by the Paris Agreement, EU Green Deal, and national climate legislation, cannot adopt a ‘wait-and-see’ approach. The EU’s 51% emissions reduction by 2030 and 90% reduction by 2040 targets are non-negotiable.
2. Global and Local Market Signals Demand Action
Traveller expectations are clear: Booking.com’s 2024 Sustainable Travel Report found 80% of global travellers think sustainable travel is important, and 76% want to travel more sustainably in the next year.
Corporate travel buyers now require emissions reporting from hotels, venues, and transport providers.
Domestic tourism is also increasingly driven by consumers who value environmental integrity and local impact.
3. The Aviation Question
Yes, 95% of Ireland’s visitors arrive by air — but this should not paralyse ground-based decarbonisation. Our strategic position:
Separate the footprint: Clearly communicate that aviation emissions are the responsibility of travellers, governments, and international agencies.
Focus on what we control: Eliminate fossil fuels from accommodation, activites and attractions, food and drink establishments, and transport on the island.
Frame the narrative: ‘Once you land, Ireland is one of the world’s most sustainable destinations to explore.’
4. Opportunities for Ground-Based Decarbonisation
Energy efficiency first: Install Monitoring for precise energy management and to identify feasibilities for retrofit of buildings, upgrade heating and cooling systems.
Renewable energy integration: Install Solar PV and Thermal NOW when the paybacks are less than four years and grant aid is available. Create a written plan to eliminate fossil fuels by 2040 focusing first on DHW and Swimming Pools, and then for central heating - heat pumps and biomass are the key approaches.
Low-carbon transport: car hire companies to offer EV fleets & HVO diesel vehicles, buses to transition to HVO, expand public transport connectivity, maximize cycling infrastructure. (Look at what the Shannon Boats did - ramp this up across the tourism transport sector)
Supply chain reform: Sustainable procurement in food, beverage, and FF&E to reduce Scope 3 emissions.
Biodiversity leadership: Pollinator-friendly planting, habitat creation, support for local conservation groups.
5. The Economic Case for Continuing
Cost savings: Energy efficiency measures deliver rapid ROI, particularly as fossil fuel prices and carbon taxes rise. (Carbon taxes on fossil fuels are legally required to increase annually to 2030 and in our opinion will increase dramatically after 2030)
Access to finance: ESG performance increasingly influences investment decisions. You can get cheaper loans if you can demonstrate your business operates environmentally sustainably – in future you won’t get a loan if you cannot!
Brand advantage: Distinct positioning as an authentic, nature-rich, low-carbon destination – if you don’t do it, your competitors will.
Resilience: Mitigating or adapting to climate impacts reduces risk to operations, supply chains, and infrastructure.
6. Policy Recommendations
Maintain and expand grant schemes (SEAI, Enterprise Ireland) for decarbonisation investment. Demand access to Enterprise Ireland grant structure for Medium tourism businesses
Guarantee business loans for green upgrades, with repayments linked to verified savings.
Mandate annual carbon reporting for tourism businesses above a certain size. Failte Ireland could take the lead here with Registered Businesses – make it a requirement to produce/publish and annual carbon footprint report – the free facility is there!
Embed sustainability training into all tourism workforce development programmes. A no brainer – new employees must come into the sector with environmental sustainability training. Make sure that at the centre of this training Climate issues are king – do not cloud the issue with CSR and general “Sustainability” issues – It’s the Climate Dummy!
7. Call to Action for the Irish Tourism Sector
Irish tourism businesses must:
Continue carbon reduction efforts regardless of temporary political backsliding elsewhere.
Be transparent with visitors about what can and cannot be controlled.
Collaborate to make Ireland’s on-the-ground tourism Scope 1 & 2 net-zero by 2040.
Message to the world: “While we cannot control how you get here, once you arrive, you are in one of the most sustainable tourism destinations on Earth.”
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