Tourism shifts from green claims to measurable impact
Led by travel company kimkim in partnership with the Wilderness Leadership School, ETC Africa and The Eco Travel Boutique, the initiative is working with 25 tourism properties to assess their environmental impact and identify opportunities to reduce emissions.
Measuring tourism's environmental impact
The programme aims to help participating properties better understand the sources of their carbon emissions and implement practical measures to reduce them.
According to Duncan Pritchard, director of ETC Africa, early findings from the pilot have highlighted significant differences between operating models.
“Off-grid properties are achieving, on average, half the per-bed-night emissions of their on-grid equivalents. And across the programme, properties that actively measure and manage their footprint are seeing emissions reductions of more than 20% – not through radical overhaul, but through the simple discipline of paying attention.”
The initiative reflects a broader push towards greater transparency and accountability in tourism sustainability.
Tourism and conservation remain closely linked
Programme partners argue that responsible tourism can play an important role in supporting conservation and local livelihoods.
South Africa's protected areas and natural landscapes provide environmental benefits that extend beyond tourism, including carbon storage and biodiversity protection.
“The greatest environmental challenge isn’t travel, it’s disconnection,” said Pritchard.
“When guests witness wildlife, engage with local communities, or simply stand in a wild place, that’s when real conservation commitment takes root.”
Helping travellers make informed choices
The programme also seeks to give travellers greater insight into the sustainability credentials of tourism businesses.
By the end of 2026, participating properties that complete the programme will carry Verified Impact branding designed to provide independently verified information on environmental performance.
“Our goal with every traveller is to help them connect to the community and culture of their destination,” said Kaelyn Harris-Vincent, brand marketing representative at kimkim.
“When tourism is done thoughtfully, it really can be a force for good.”
Small decisions can make a difference
The programme encourages travellers to consider the environmental impact of their choices before and during a trip.
Recommendations include supporting locally sourced food, reducing unnecessary purchases, choosing longer stays over multiple short trips, and seeking information about a property's sustainability practices before booking.
Organisers say travellers play an important role in encouraging greater accountability across the tourism sector by asking how tourism businesses measure, manage and reduce their environmental impact.