Travel and tourism must double its efforts to become more responsible regardless of the economic situation, or face the outcome, World Travel Market chairman, Fiona Jeffrey has warned.

"It would be catastrophic if we do not face up to perhaps one of the greatest challenges this industry has ever known", she said.

She was speaking at the WTM World Responsible Tourism Day in London (UK) - the world's most ambitious day of global action, held in association with the United Nations World Tourism Organisation (UNWTO).

Jeffrey claimed that while the movement had received good response from small specialist companies, larger destinations and multi-national companies were dragging their feet.

"Businesses today are under external scrutiny as never before.

“Shareholders, investors, employees and customers are expecting them to practice excellence across the triple bottom line of economic, social and environmental management,” she added.

Increased awareness of such matters as global warming and climate change which could have a disastrous affect on travel and tourism and humanitarian issues also needed to be addressed.

"We are also more aware of humanitarian issues such as helping communities who are impacted by our activities and the importance of empowering them to gain an improved, more prosperous lifestyle.

"The world is expecting a great deal from us and we simply cannot fail,” she stated.

Jeffrey urged the tourism industry worldwide to shape up and become more caring responsible businesses and not kill off their golden goose.

"We need to show consumers that we are listening to their demands", said Jeffery. "That we are pulling together as an industry, not just by talking about the issues, but taking continuous and orchestrated worldwide action to safeguard the planet while at the same time, playing our part in helping to stamp out poverty."

"Integrating responsible practices can benefit a business in so many ways. Admired and respected companies attract investors, enjoy better customer and guest loyalty and are able to recruit and retain high calibre motivated employees” she added.

Details: www.wtmwrtd.co.uk

by Shamoli Dutt - Austguide Travel News Editor