Sustainability in Tourism Enterprises: A Strategic Imperative for Long-Term Competitiveness

This article addresses the increasing relevance of sustainability to the operations and strategies of tourism businesses. As the tourism sector faces increasing environmental and social challenges, companies are being compelled to transform from traditional models to sustainability-based models. The article highlights how sustainability enhances competitiveness, reduces long-term risk, and drives innovation. It draws on recent research and global trends to illustrate why integrated solutions addressing economic, social, and environmental dimensions are so crucial. The paper also identifies the contribution of policy support, consumer behavior, and technological innovation in driving sustainable transformation. By aligning business practice with global accountability, tourism enterprises can build resilience, improve community relations, and ensure long-term success in a shifting marketplace.

The intensifying feeling of urgency of environmental concerns and increased awareness of social responsibility have compelled tourism enterprises across the world to become more sustainable. As a business that has a strong reliance on natural and cultural resources, tourism holds a unique place in contributing to positive as well as negative impacts on sustainable development. While mass tourism has long weakened ecosystems and indigenous populations, a growing number of companies are waking up to the strategic necessity of transition to sustainability. This move is not simply an ethical call but a sound, sustainable, competitive advantage over time [1]. To integrate business models with sustainability is more about more than it is about green hotels or avoiding plastics. It is about economics, society, and the environment. Companies now need to offer fair wages, engage with local communities, reduce emissions, and promote responsible consumption. Studies indicate that consumers increasingly seek destinations and services that reflect their environmental and ethical values [2,3]. Sustainability thus becomes a value asset for branding and market positioning. Small and medium-sized tourism businesses typically have less than optimal resources, but they also have flexibility and better ties to environments. Community-based tourism practices, local consumption, and applying digital technologies towards energy efficiency were found to be effective [4,5]. For example, certain rural eco-lodges in Costa Rica have managed to partner with local farmers and craftspeople to create authentic, low-impact tourist experiences. In Slovenia, the “Green Scheme of Slovenian Tourism” has become a model for national certification that promotes sustainability among small-scale enterprises through training, networking, and recognition. Moreover, integrating sustainability into employee training, customer education, and strategic planning helps to foster a culture of continuous improvement [6]. Accor Group hotels, for instance, have launched internal training programs to train employees on energy-saving practices and sustainable food procurement. Boutique owners in the Alps are using passive energy designs and collaborating with local suppliers to minimize transport-related emissions. They need supportive policy systems, training programs, and access to green funds. Governments and local governments must adopt progressive policies to promote responsible environmental behavior [7]. Publicprivate partnerships can provide useful resources and ecosystems where sustainable innovation thrives. Besides, smart tourism technologies, such as AI-powered resource management systems and carbon footprint trackers, are transforming the monitoring and reducing the environmental impact of tourism businesses [8]. One such example is the use of digital sustainability dashboards in Amsterdam hotels to monitor water and energy usage in realtime, thus improving efficiency. Integrating sustainability also lowers risks. Climate change, loss of biodiversity, and shifting regulatory requirements all make the survivability of tourism business challenging. Positive responses to challenges have a good opportunity to survive in the new world. Innovation is also inspired by sustainability, from eco-certification systems to circular economy plans, that give rise to novel opportunities for creating value [9]. Resilient tourism businesses not only reduce their environmental footprint but are also more flexible to the upset of the market, whether it be pandemics or geopolitical factors [10]. During the COVID-19 pandemic, places that had resilient local supply chains and sustainable visitor management strategies, like New Zealand, performed better at being able to absorb the shock and recover more quickly.

In summary, mainstreaming sustainability in tourism business operations is now not an option. It is a business imperative that connects business success with world responsibility. Business leaders, consumers, and policymakers must collaborate to upscale sustainable models and promote long-term sustainability in tourism in general.

The paper was created as one of the outputs of projects implemented at the Faculty of Management, Economics and Business of the University of Prešov in Prešov: Funded by the EU NextGenerationEU through the Recovery and Resilience Plan for Slovakia under the project No. 09I03-03-V05-00006.

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