BUSINESS EDU Adventure Tourism and Diving: A Call to Action for Sustainability at DEMA – by Lisa Malachowsky, owner, Dive N Ride Adventures, Phoenix, AZ
On November 21, 2024, the Adven- ture Travel Trade Association (ATTA) hosted a panel discussion and network- ing breakfast at DEMA, highlighting the scuba diving industry’s role in ad- venture tourism and sustainability. As a member of ATTA through
sustainable practices such as waste management and reef conservation. The economic benefits of sustainable adventure tourism are clear. Research shows that adventure travelers contribute 65% of revenues that remain within host countries, com- pared to just 14% from mass tourism (e.g. large cruise ships). Additionally, adventure tourism creates 2.6 local jobs per $100,000 spent, compared to 1.5 in mass tourism. For dive businesses, this data underscores the importance of support- ing local communities while diversifying revenue streams. Karolin Troubetzkoy shared her experiences in St. Lucia, emphasizing the importance of clean beaches and managed ocean resources in Caribbean tourism. She noted that while 35% of her guests actively prioritize sustainability, awareness of environmental consciousness is growing across the board. She also highlighted how sustainable practices have generated new jobs and opportunities on the island and stressed the role of governments in creating marine parks and preserves. Toni Racika discussed Fiji’s post- COVID tourism trends, observing that travelers increasingly value visible sustainability practices at re- sorts. Tourism Fiji has developed resources to educate both resorts and visitors on these priorities, recognizing their critical role in the region’s future. Edgardo Ochoa quoted a Panama study showing that 95% of tourists prefer businesses with green practices. He empha- sized educating dive travelers about improving the destina- tions they visit, noting a growing preference for activities like coral restoration and underwater cleanups over traditional fun dives. The session concluded with a call to action for dive opera- tors to join the adventure tourism movement. By adopting sustainable practices, pursuing certifications, and engaging with their communities, the scuba industry can lead the shift toward responsible tourism. The message was clear: the time to act is now. Protecting underwater worlds is as essential as
wmnsWORK, an accelerator for women and non-binary tourism entrepreneurs, I was eager to see how the scuba in- dustry was engaging with this global movement. The event began with networking, followed by a panel moderated by Eva Mossberg of ATTA and Katie Thomp- son, Senior Director of Environment and Sustainability for PADI. Panelists included Edgardo Ochoa of Conservation International, Karolin Troubetzkoy of Anse Chastanet and Jade Mountain in St. Lucia, and Toni Racika of Tourism Fiji. Eva opened the session by discussing adventure tourism’s
rapid growth and its commitment to sus- tainable practices. Taleb Rifai, former UNWTO Secretary-General, has de- scribed adventure tourism as a model that respects cultural and natural assets, promotes economic growth, and pro- tects vulnerable ecosystems. This ethos mirrors the dive industry’s efforts to
Diving & Sustainable Tourism Seminar @ DEMA
safeguard marine biodiversity, offering not just opportunities for growth but also a framework for impactful business prac- tices. ATTA’s 2023 Adventure Tour Operator Snapshot Survey revealed that 68% of its members hold or are working toward sustainability certifications, a significant increase from 45% in 2021. These certifications, coupled with ATTA’s emphasis on education, equipping businesses, and empowering travel-
exploring them, and by partnering with organ- izations like ATTA, the industry can ensure a vibrant, sustainable future for generations to come.
ers, are reshaping the tourism landscape. This aligns with trends in the scuba industry, where operators are adopting
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