Travel and tourism are in the midst of considerable change in Asia-Pacific, and changes to climate and offering sustainability a critical influence on travellers' travel decisions, experts say. Consumer demands, rising public awareness of the environment, and a rising consciousness of the value of responsible tourism have altered destinations' marketing and visitor experience across the region.A changing pattern for how consumers like to visit and experience a destination, and a surrounding focus on responsible tourism and the importance of the environment, is driving transformation in how destinations are marketed. 

A recent industry-wide analysis reveals the clear trend of travellers prioritising destinations and experiences based on their values in relation to climate action, nature conservation and community benefit. Tourism stakeholders claim that the rationale is due to increased environmental and social awareness on the issue of climate change, including extreme weather events, rising sea levels and ecosystem degradation that are inducing travellers to adopt climate-smart, eco and sustainable tourism. 

This change includes a demand for 5-star eco-friendly lodging, nature-based experiences and low-impact travelling. Hotels and resorts in the Asia-Pacific are taking action in several areas, including providing access to solar water heating systems, installing renewable energy systems, launching waste management initiatives and reducing single-use plastics. At the same time, more sustainable tourist routes, focusing on cultural heritage, local involvement and respect for the environment, are being presented by the tour operators. 

It also identifies a rise in travellers' appetite for destinations which are seen as taking action on climate change. Places that are taking steps to become more resilient to the effects of a changing climate, or to engage in conservation activities, are emerging as attractive options to the ecologically focused traveller. It is shaping destination branding, and the tourism boards are advertising the same on their marketing campaigns by emphasising eco-certification, community projects and successful nature conservation stories. 

The push toward sustainability is not merely a fad but a change in travellers' behaviour that is truly rooted in industry, according to industry experts. A lot of travellers are checking up on eco policies of the places they’re heading to before they make a booking and opt for eco-friendly travel agencies that show good working practices and are clear in their reporting. However, there are obstacles that remain. The infrastructure of some emerging destinations may not yet be adequately prepared for sustainable tourism on a large scale, and protecting the environment needs planning and investment. 

In terms of the Asia Pacific’s tourism industry, overall the industry is seen to shift from the traditional volume-driven to a future focused on resiliency, sustainability and shared value, which will radically change the future of tourism in Asia Pacific.