Lantern Director, Ryan Tym, speaks on sustainability messaging at Latvia Tourism Forum
Lantern’s Director, Ryan Tym, spoke about the challenges, opportunities and behaviour changes needed to drive responsible travel at the national convention in Riga.
The Latvia Tourism Forum is the nation’s annual industry convention, welcoming attendees from across Europe and bringing together the brightest minds and industry leaders to shape the future of the sector. Hosting inspiring lectures from industry experts, the all-day event delves into the latest tourism trends, including artificial intelligence, gastronomy and sustainability.
With anti-tourism demonstrations spreading across Europe, 2024 has felt like the year that tourism became the enemy. With that in mind, Lantern’s Director, Ryan Tym, was invited to speak on reframing sustainable travel messaging.
From Riga’s Atta Centre, the largest convention centre in the Baltics, Ryan spoke about the challenges, opportunities and behaviour changes needed to drive responsible travel. Ryan’s recommendations for delegates included:
1. Reframing ‘sustainable’ as ‘responsible’ 📢
Complex global definitions, greenwashing and negative media coverage means the word ‘sustainable’ has lost all sense of meaning. In fact 70% of travellers don’t know where to start when it comes to being a more sustainable traveller. By reframing behaviours as ‘responsible’, we can nudge travellers to take personal responsibility before and during their visit. It’s easier for people to act ‘responsibly’ than ‘sustainably’ – driving a broader respect for environment and society.
2. Refocusing on social impact 💡
For decades, industry messaging around sustainability has been led by in-destination or in-accommodation behaviour change; Turning off lights, switching off aircon or reusing towels. In fact 77% of people say switching off lights is the most sustainable thing they do when they travel. These legacy messages are important, but they don’t cut it today against the social impact we’re witnessing today. We need to promote new behaviours: Going off-season and off-the-beaten-path, using green transport and supporting local, independent businesses.
3. Repositioning from burden to benefit 💚
Given the fact that most people travel to feel relaxed, the narrative around responsible travel has always felt like a barrier to enjoyment. It’s time to flip the script and show people what’s in it for them. Responsible travel can actually elevate your stay in ways you’d never imagine, with fewer crowds, richer experiences, more affordable options, it’s actually an unexpected upgrade. That’s the story the industry needs to tell, and it starts today.
Unlock an unexpected upgrade
As part of the presentation, Ryan shared a sneak peek of our work with the European Travel Commission to encourage behaviour change in travellers to the continent. Over 700 million people visit each year – 1 in 3 in July and August alone. And up to 87% of visitors don’t realise off-the-beaten-path travel is even sustainable. By promoting the often unknown benefits of things like shoulder season travel or visiting lesser-known destinations, we can better balance impact with long-term benefits. Watch this space for more on the campaign, which is launching soon.
A big thank you to the LIAA, Latvia Travel and Anita Andersone-Abika for the invitation and for organising such a successful event, and to J Spurdzins for the photos. As first time visitors to Riga, December made for the perfect off-season stay. With the Christmas Market in full swing and snow in the air, it was full of festive feeling!