Protests against Mass Tourism: How Sustainable Hotels can Contribute to a Solution

Tourism as an Opportunity: New Approaches Instead of Total Renunciation

As one of the main players in the tourism industry, hotels hold a key position in a sustainable tourism strategy. They can be part of the problem or part of the solution. Green Pearls® accommodations, a network of sustainable pioneers around the world, show how responsible tourism can be put into practice: with a holistic, sustainable approach that accounts for the environment, local communities, and guests. The goal is not just to be a host, but to be seen as an active part of the region.

South Tyrol: A Model Region for Sustainability and a Tourist Magnet

In South Tyrol, where overcrowding is a problem, several Green Pearls® hotels are positioning themselves as a conscious alternative to mass tourism. My Arbor in Brixen sees itself as a refuge in the midst of nature. Hotel manager Alexandra Huber explains: „We believe hotels have a great responsibility to counteract the negative consequences of tourism through energy-efficient construction, regional sourcing, and waste avoidance, but also through social commitment.” The hotel works with local partners, supports local initiatives, and raises guest awareness of environmental and cultural issues. For Huber, one thing is certain: „Sustainable solutions can only be found through close cooperation with the South Tyrolean region as a whole.”

Another example is the OLM Nature Escape eco-aparthotel, which focuses on renewable energy and quality tourism. It aims to encourage longer stays and spread out travel periods. „In a few years, you’ll have to book twelve months in advance,” envisions owner Christian Lechner with a wink. Sustainability does not mean sacrifice here, but exclusive quality. The architecturally visionary building is energy self-sufficient, uses natural materials and circular processes, and offers a conscious experience of nature in harmony with the environment and the region.

A more sensitive issue recently affected the vegan sister hotels LA VIMEA in Naturns and Paradiso Pure.Living on the Seiser Alm. Both are known for their consistently sustainable approach. After a tragic incident in which a bear fatally injured a jogger in Trentino-Alto Adige and was subsequently killed, animal welfare organizations called for a boycott of the region. The two hotels were also contacted and criticized by guests. „We understand our guests and share their concerns about the treatment of wild animals,” said Marketing Manager Anna Chuvina. „Our response is to make our operations even more sustainable and animal-friendly, and to actively involve our guests in this approach.” Both LA VIMEA and Paradiso Pure.Living are completely free of animal products and committed to a plant-based, conscious lifestyle.

Close Cooperation in the Black Forest

The SCHWARZWALD PANORAMA in Bad Herrenalb, a relatively quiet region, is currently working on its first Common Good Balance Sheet. Manager Stephan Bode emphasizes: „We see it as our responsibility to make our activities not only ecologically sustainable, but also socially sustainable.” The report is being prepared in collaboration with the University of Heilbronn. It aims to create an ethical balance between economic success and benefits for the community. Although Bad Herrenalb is currently rather affected by „undertourism”, the focus is on exchange with local authorities, associations, and the regional economy. Here, sustainability also means transparency, for example, by regularly informing guests about current offers and measures from the hotel itself and local companies.

Overtourism in Austria

Hotels in the Tyrolean Alps are also confronted with the effects of mass tourism, such as increased traffic and air pollution. The Biohotel Grafenast offers a conscious alternative. „Gentle tourism is a matter of course here,” is Peter Unterlechner’s succinct but firm statement. Sustainability is not just a concept but part of everyday life: 100% green electricity, conscious use of resources, and no plastic in favor of environmentally friendly alternatives. The kitchen uses only certified organic food from the region. In addition, the hotel is actively involved in nature conservation and socially just development.