Speaker: Judy Kepher Gona, Founder and Executive Director, Sustainable Travel and Tourism Africa
The presentation by Judy Kepher Gona addressed a crucial evolution in the field of sustainable tourism, the need to shift from the widely used concept of “best practices” to a more grounded and impactful approach, “valuable practices.” Judy made a compelling case for moving beyond subjective, emotionally driven notions of sustainability, instead for goal-oriented interventions that are measurable, tangible, and rooted in real outcomes. This new approach demands transparency and a strong commitment to documenting the actual impact of sustainability initiatives.
Judy emphasized that this shift is anchored in a few key principles, chief among them the importance of context. Every destination has its own unique challenges and opportunities, and therefore, sustainable practices must be adapted to fit local realities rather than rely on generic or imported solutions. She raised awareness about several persistent issues undermining sustainability efforts in tourism, terms like green crowding (hiding behind collective green efforts), greenshifting (passing the blame to others), green rinsing (constantly changing targets without progress), and greenlighting (highlighting small wins while ignoring larger issues). These practices, she warned, dilute the integrity of sustainability efforts and hinder real progress.
In contrast, “valuable practices” are grounded in objectivity and impact. Judy described them as practices defined by clear indicators, driven by specific issues, interests, and interventions, and mapped to tangible outcomes. She challenged the tourism sector to stop relying on vague claims of being “eco-friendly” and instead to adopt practices that deliver measurable benefits.
Judy also called attention to the policy environment at the destination level, noting that in many African countries, sustainability policies tend to favor macro-level initiatives while overlooking the essential role of Micro, Small, and Medium Enterprises (MSMEs). She argued for a shift in focus that gives these smaller actors the support and recognition they deserve. Alongside this, she emphasized the importance of truthful, authentic destination marketing, promotions that are backed by genuine community engagement and formal agreements, such as MOUs or contracts.
Judy reiterated that sustainability must not only be practiced but also proven. She concluded with a powerful reminder:
“If you didn’t write it, if you can’t defend it, if we can’t find it—it didn’t happen.”
This, she said, is the level of accountability the sector must embrace to drive meaningful change.