More than heads on beds: metrics for sustainable tourism
European Travel Commission boss Luís Araújo is keen to push travellers to "adopt greener options and pay closer attention to their impact on the environment and local communities." All good, but the tourism industry also needs to do its bit, and that means nudging national tourist boards and providers of tourism services into adopting better performance metrics. Counting heads on beds is too crude a metric to support a shift to more sustainable tourism.







