Last night Wanderlust was in central London for the annual barbeque hosted by AITO, the Association of Independent Tour Operators. The food was top notch, but the conversation was not of organic burgers and sustainably-sourced cod, but of a different kind of grilling – the one given to eco-tourism in last weekend’s Observer newspaper.
Tom Robbins’ article took aim, in particular, at ResponsibleTravel.com – a much-visited web portal offering links to hundreds of supposedly ‘green’ trips supplied by vetted operators. The central charge was one that many AITO tour operators have previously voiced in private: that, through canny marketing, ResponsibleTravel.com gives the impression of being a guilt-free one-stop-shop for ethical holidays, whereas in fact it is a commercial travel agent selling trips on commission with companies that pay to be listed on the site.
An open and shut case? Of course not. Justin Francis, ResponsibleTravel.com’s founder, has penned a robust response to the article on his own blog here. And one imagines the Observer takes no small pleasure in attacking a company whose annual travel awards were first operated in conjunction with The Times and now with The Daily Telegraph.
But the bigger issue is, as the Observer article goes on to discuss, one of labelling. If nobody really agrees what a ‘responsible’ trip is, and there’s no objective standard or accreditation for measuring it, how is the consumer to judge?
Various labelling schemes, including Fairtrade, are being discussed. But for me, such schemes are always going to be superficial and subjective. The ethics of any trip are riddled with so many factors that no handy green label will ever be able to split the ‘good’ from the ‘bad’. Which is one reason that, despite being heavily involved in these issues, Wanderlust has never wanted to be known as a green / responsible / eco / ethical travel magazine – the terms are too cheap; the issues too complex.
Such labels are a compelling idea, though, because they take the responsibility for weighing up all these issues out of our hands. Ironically, I’d suggest, ResponsibleTravel.com has been so successful because it allows people to shrug off their responsibilities and jet off happily into the moral high ground.
If you really want to be a responsible traveller, you have to ask the probing questions, weigh up the issues, make the odd sacrifice. In other words, take responsibility. And nobody else can do that for you.