G20 MEMBER COUNTRIES117Photo: UN Photo/Evan Schneider

TOURISM IN THE GREEN ECONOMYThe Green Economy has been defined as one thatresults in "improved human well-being and socialequity, while significantly reducing environmental risksand ecological scarcities". International tourism hasbeen identified within the Green Economy as one often sectors, alongside manufacturing or energy, whichcan lead the transformation to this new model.According to the 2011 Green Economy Report,tourism is one of the most promising drivers of growthfor the world economy and, with the appropriateinvestment, can continue to grow steadily over thecoming decades, contributing to much-neededeconomic growth, employment and development whilemitigating its environmental impacts. The correctinvestment in green strategies would allow the sectorto continue to expand steadily over the comingdecades, says the report, while ensuring significantenvironmental benefits such as reductions in waterconsumption, energy use and CO2 emissions. With theappropriate investment, significant reductions in waterconsumption (18 per cent), energy use (44 per cent)and CO2 emissions (52 per cent) are possible, ascompared with a "business-as-usual" scenario. Inaddition, green tourism would stimulate job creation,especially in poorer communities, with increased localhiring and sourcing and a positive spill-over effect onother areas of the economy. The direct economiccontribution of tourism to local communities wouldalso be increased; maximising the amount of touristspending that is retained by the local economy.In summary, investing in environmentally-friendlytourism can drive economic growth, lead to povertyreduction and job creation, while improving resourceefficiency and minimising environmental degradation.To maximise this potential, however, small andmedium sized tourism enterprises need better accessto tools and financing through public-privatepartnerships. With this access, it is their innovativebusiness practices that can meaningfully tackle theintertwined challenges of sustainability and growth. INNOVATION IN THE TOURISM SECTORRecent years have seen a clear move towards theintegration of innovative "green" strategies in tourismbusinesses. Business leaders have come to understandthat steps towards more environmentally-friendlystrategies are not only the right moves ethically, theyalso make clear business sense. Companies areincreasingly aware that green initiatives give them acompetitive edge; build trust and brand loyalty; helpthem to retain customers, as well as recruit, keep andmotivate employees; and result in reduced overallexpenditure. In particular, a number of innovativeapproaches can be found in the hospitality industry,112TOURISMRight: Dr Taleb RifaiBelow: A local fishingboat, pictured in thewaters off Atauro Island, Timor-Leste" "TOURISM, MADE UP OFCOUNTLESS SMALL ANDMEDIUM ENTERPRISES, THE MAJORITY OF WHICH ARECLOSELY LINKEDTO LOCAL COMMUNITIES, HAS AN IMPORTANT RESPONSIBILITYTO ADOPT SUSTAINABLEBUSINESS MODELS