The Environment

African safaris, adventure trips to the Antarctic, mountain climbing in the Himalayas – the possibilities of modern tourism are practically endless. But an ecologically oriented approach came in as early as the mid-1960s, and from 1990 onwards, greater environmental awareness triggered a real eco-boom, labelled "ecotourism, "soft tourism" or "sustainable tourism".

Behind the chaos of the various environmental labels lies a plethora of supposedly environmentally sensitive travel offers. Experiences that were once reserved for researchers with special interests today provide the attraction of so-called adventure holidays: cold, sea and ice, heat, sleeping under the stars surrounded by howling hyenas – and all of course with the comforts of a luxury trip. The favourite mode of transport for the Germans' favourite leisure occupation is the aeroplane. Today, holidays are chosen far more for their action and fun components that for the environmental and social sustainability demanded in the 1990s. Anyone wanting to ease their conscience jets off to an anthroposophical wholefood farm on Majorca or books a weekend hiking holiday on Corsica.

Bringing order out of the labels chaos

There are plenty of attractive green trips on the market. Labels like ecotourism, green, intelligent, soft and sustainable tourism are jumbled up together. This means that it has only been possible to estimate ecotourism's share of the market. The approximate value is probably about 15 per cent, and rising. In 2001, on the initiative of the German Environment Ministry, an umbrella brand for environmentally and socially sustainable travel was set up to help travellers find a path through the jungle of terms and labels. "Viabono" is the work of twelve top organisations from the fields of environmental and consumer protection and the German tourist industry. Using a comprehensive, 40-point list of criteria, all Viabono providers are subjected to a strict environmental compatibility check. More than 420 suppliers – hotels, holiday apartments and campsites, but also tourist communes, nature reserves, youth training centres and canoe hire centres – have received a Viabono licence. As well as unadulterated natural enjoyment, Viabono guarantees environmentally sustainable travel. Guest transfer from the station and local bicycle hire are standard and the food on offer is dominated by regional or organically grown produce.

Squaring the circle

Ecotourism is supposed to bring all stakeholders the greatest possible benefits – ecological, economic, social and cultural – at a bearable cost. It is supposed to protect the environment, bring economic success, be socially sustainable, safeguard cultural assets and of course satisfy the tourists. In reality, tourism looks very different. In the resource-guzzling battle for attractive travel destinations and price dumping, biogas, compost heaps, deposit bottles and tree plantings are no more than small green dots. Whether people are travelling to Costa Rica for conservation purposes, or to Africa or Asia for research or social projects, most ecotourism destinations can be reached only by air – and are therefore harmful to the environment despite the good intentions. The idea of travelling to distant countries less frequently but staying longer changed a long time ago. Now the motto is "ever shorter, more frequent trips". All-inclusive packages with cheap flights, hire cars, food and drink are luring deadline-stressed business people on short trips to distant islands or to the Alps for après-ski.

Soft hiking on the Via Alpina

The Alps, a unique region covering 200.000 km and taking in eight European countries, are one of the most-visited tourist destinations in the world. Mass tourism, huge hotel blocks and lift equipment are, however, just one side of the story. The revenue from tourism provides the local population with necessary additional income. The "Via Alpina" demonstrates that it is possible to reconcile people's need to unwind with the economy and nature. All the Alpine states have come together to develop an Alpine hiking network connecting people in the different countries. The route was planned taking into account numerous political, environmental and tourist aspects. The aim is to establish poorer Alpine regions and to make the beauties of nature and visitor attractions in these areas more attractive. The Via Alpina was officially recognised as a practical contribution to the implementation of the Alpine Convention, with the aim of ensuring sustainable development of the Alps.

In the discussion about sustainability, ecology and social acceptability, one must not forget to ask whether it is necessary for people to travel to remote corners of the world at all. It is already possible to book trips into space and it is only the prohibitive costs that are restricting this branch of the tourist industry. For all those who don't (want to) treat themselves to these and other ecologically irresponsible trips, wonderful illustrated books, impressive travelogues and documentaries, and countless internet sites invite you on an imaginary journey.