Linking profit with natural and social assets in our 4th C, Commerce
Understanding the intricate link between profit, natural, and social assets is more critical than ever. Tourism relies on stable ecosystems for success, so investment in protecting and restoring natural resources makes good business sense. Meanwhile, critical conservation work relies on financial stability.
Tourism represented 9.1% of global GDP in 2023, amounting to a total contribution of nearly 10 trillion US dollars. However, this money is often unfairly distributed. Profits may not stay in destination communities, yet they bear the costs of unsustainable tourism growth and overconsumption of natural resources. The negative impacts of tourism can be high and often invisible, saddling host communities with a wealth of environmental and social problems and little economic return.
HBD Principe's bird-friendly cacao plantation is the first in Africa.
But it doesn't have to be this way.
The Long Run's 4C framework offers a solution. It guides businesses to align commercial success with positive impact. This includes taking a long-term view, engaging in active stakeholder dialogue, and reinvesting in destinations to offset environmental costs. It's a roadmap to sustainable tourism, and here are a few examples from our members.
Tahi, New Zealand
Tahi reinvests 100% of its profits back into biodiversity initiatives. It has also been savvy in diversifying income streams using nature. Bees that pollinate native Manuka trees on Tahi produce manuka honey, which is world-renowned for its healing qualities. Manuka honey is also ideal for premium natural skincare products, which Tahi has made the most of to launch its sustainably produced brand, Kaea.
HBD Príncipe, Sao Tome & Príncipe
HBD Principe's bird-friendly cacao plantation on Príncipe Island also mixes business with conservation. Within the island's lush tropical forest, the plantation prioritises biodiversity by integrating shade-grown cacao trees with native vegetation, creating a thriving habitat for numerous bird species. The plantation's organic agriculture practices further support the local ecosystem, and HBD Príncipe can now produce the first certified bird-friendly cacao in Africa.
Steppes Travel, UK
The Steppes Travel Fund for Female Guides proves how tourism can contribute to gender equity. The fund provides women with the education and training to become travel guides. This initiative not only supports gender equality but also fosters economic growth and social development. When women and girls are empowered and skilled and given the opportunity to participate in work, the entire community benefits.
Wolwedans, Namibia
Wolwedans' RuralRevive initiative hopes to drive a sustainable desert economy. It creates opportunities for local communities by linking training and education with tourism, conservation, and sustainable agriculture needs. A financial literacy training scheme helps entrepreneurs turn ideas into livelihoods. Wolwedans then welcomes activities into the business' hospitality offering or supply chain. By integrating environmental stewardship with community development, RuralRevive fosters a thriving, self-sustaining desert-based economy while preserving the region's biodiversity.
