What is greenwashing in tourism?

Greenwashing is a deceptive marketing tactic where companies present themselves as environmentally responsible without backing it up with genuine actions. They may use vague language, selective facts, or misleading visuals to create the illusion of sustainability while continuing harmful practices behind the scenes.

These businesses may claim to reduce their carbon footprint, protect wildlife, or support local communities — without offering any concrete evidence or real impact. In reality, many prioritize profit over genuine sustainability.

Did you know?

The term “greenwashing” was coined in the 1980s by environmentalist Jay Westerveld, who criticized a hotel for asking guests to reuse towels “to save the planet,” while actively expanding its property and harming the environment. He highlighted that, more often than not, these places weren’t doing much to reduce energy waste, and the lack of cost savings showed that they weren’t saving money either.

Example of greenwashing in tourism

1. Animal sanctuaries that exploit wildlife

One notable example of greenwashing in the tourism industry can be found among tour operators marketing animal sanctuaries as ethical attractions. These companies often present these sanctuaries as safe havens for rescued animals, highlighting their role in conservation efforts. In truth, many of these facilities exploit animals for financial gain, using them in profit-driven activities like elephant rides or photo opportunities that claim to support conservation. Ultimately, while they may appear to promote animal welfare, these operations often prioritize profit over the true well-being of the animals they house.

2. Eco-hotels with harmful practices

Some other examples on the accommodation side are that many hotels and lodges claim to be “eco-friendly” or “sustainable” while actually harming the environment. Some off-the-grid hotels use diesel generators instead of renewable energy, leading to air pollution and higher carbon emissions. Others dump untreated wastewater into rivers and oceans, damaging marine life and polluting local water sources. Large swimming pools in water-scarce areas worsen water shortages, despite their appealing look. While some hotels use natural materials like wood and stone for an eco-friendly vibe, improper extraction can lead to deforestation and habitat loss. Building on untouched land disrupts vital ecosystems, and creating artificial lagoons can harm local wildlife.

What are the consequences of greenwashing in tourism?

1. Greenwashing in tourism misleads eco-conscious travelers

One of the most damaging effects of greenwashing is that it deceives travelers into thinking they’re making sustainable choices. Travelers who want to minimize their environmental impact may unknowingly support harmful practices, resulting in a false sense of ethical contribution, when in fact, they may be fueling environmental degradation.

2. Greenwashing in tourism creates an unfair competitive landscape

Greenwashing allows companies to gain market share without genuine sustainability efforts, making it harder for truly responsible tourism businesses to compete. While authentic operators invest in environmental protection, community engagement, and long-term change, greenwashers use empty claims to win over customers. This undermines trust, stifles innovation, and discourages real accountability in the industry.

3. Greenwashing in tourism amplifies more harmful practices

By rewarding businesses that only appear sustainable, travelers and investors may unintentionally help those practices spread. The demand for “green” experiences grows, but if greenwashing goes unchecked, the tourism industry could become saturated with performative environmentalism, leaving little room for authentic change. In short, greenwashing not only delays progress, it helps it grow in the wrong direction.

How can we solve greenwashing in tourism?

Solving greenwashing in tourism requires a shared commitment from both the demand side (travelers) and the supply side (businesses, tour operators, accommodations, and tourism boards). While greenwashing has evolved into a sophisticated marketing tool, it can be dismantled through transparency, education, critical thinking, and accountability.

Let’s explore how both travelers and tourism businesses can actively recognize, prevent, and combat greenwashing in a way that drives real progress in sustainable travel.

What can travelers do to avoid and prevent greenwashing in tourism?

1. Do your research before booking

To avoid falling for greenwashing in tourism, the first step is to research carefully before booking. Don’t take vague terms like “eco-friendly” or “green hotel” at face value, you have to dig deeper. Check for third-party certifications from credible organizations like Travelife or Rainforest Alliance, read recent guest reviews that mention environmental efforts, and explore whether the business publishes sustainability reports or concrete environmental goals.

2. Ask the right questions to expose greenwashing

Reach out to the business and inquire about their energy sources, waste and water management, use of local labor, and partnerships with conservation initiatives. A company committed to sustainability will welcome your questions and provide honest, detailed responses. Real sustainability is holistic and systemic, not limited to surface-level fixes.

3. Support local and community-based tourism

Avoid large corporations that may prioritize profits over people and the planet. Instead, book with locally owned accommodations, eat at family-run restaurants, and buy handcrafted products directly from local artisans. Supporting community tourism not only empowers local economies but also promotes cultural preservation and responsible development. Likewise, travel mindfully; choose overland routes when possible, avoid wildlife entertainment that allows direct contact with animals, and always respect the environment and local customs.

What can tourism businesses do to stop greenwashing?

Tourism businesses have a profound responsibility to lead with integrity. With increasing consumer awareness and global climate pressures, merely “looking green” is no longer enough; you must be green in action. Here’s how to build genuine sustainability into your operations and avoid greenwashing.

1. Prioritize substance over slogans
Vague claims like “we care about the planet” must be replaced with clearly stated goals, measurable actions, and verifiable results. This includes publishing sustainability reports, tracking emissions, and demonstrating a willingness to disclose both successes and areas for improvement.

2. Undergo credible certification
Seeking certification from reputable third-party organizations is another key step. By aligning with globally recognized standards, such as Travelife, B Corporation, or Earthcheck, businesses can ensure their sustainability efforts are externally validated. These certifications often require annual audits and ongoing improvements, which encourage continuous progress rather than one-time marketing efforts. Certification also builds consumer trust, especially when supported by transparent documentation and open communication.

3. Embed sustainability across the business
To truly avoid greenwashing, sustainability must be embedded throughout every aspect of the business, not treated as a standalone initiative. This means integrating eco-conscious choices into daily operations, supply chains, guest experiences, and employee training. For example, hotels can use renewable energy, minimize water consumption, and partner with local producers. Tour operators can design low-impact itineraries and prioritize working with community-based guides. Staff should be educated not only on company policies but also on how to communicate sustainability efforts honestly and accurately to guests.

4. Communicate with transparency and honesty
Rather than exaggerating or greenwashing their image, businesses should tell the full story, including the challenges they face and the steps they are taking to overcome them. Acknowledging shortcomings does not weaken credibility; on the contrary, it shows integrity and builds long-term loyalty. Businesses should also embrace feedback from travelers, partners, and the communities they operate in. Constructive criticism should be viewed as a chance to grow, not a threat to reputation.

Conclusion

Solving greenwashing in tourism isn’t about perfection; it’s about transparency, accountability, and continuous progress. As a traveler, your curiosity, questions, and conscious choices matter. As a business, your integrity and willingness to adapt are essential.

At Travel Sense Asia, we’re prioritize transparency and responsible tourism over glossy greenwashing PR. Speak with our travel experts here to learn how to make your next trip truly green and sustainable.