“Alexandra O’Connor, head of sales channels at Qantas, and Simon King, founder of Inside Travel Group, speak during the Beyond Sustainability panel at the A Force For Good conference.That was the message from Bunnik Travel Group joint CEO Dennis Bunnik during the Beyond Sustainability panel at the A Force For Good conference on Friday, where travel industry leaders explored how tourism can move from reducing harm to creating meaningful positive impact.
Bunnik was joined on the panel by Katherine O’Neill, director global marketing and branded content at Scenic Group, Alexandra O’Connor, head of sales channels at Qantas, and Simon King, founder of Inside Travel Group.
The discussion focused on how the industry can shift from traditional sustainability models towards regeneration, community empowerment and long term benefits for destinations.
O’Neill said travel companies must move beyond isolated sustainability initiatives and instead take a more holistic approach.
“It’s not about individual initiatives, but how we bring them together to make real impact,” she said.
She pointed to Scenic Group’s work in Southeast Asia as an example, where the company has supported water filtration systems in rural Vietnamese communities and introduced a circular program repurposing stainless steel water bottles used by guests on Mekong River cruises.
After each trip, the bottles are sanitised and distributed to local school students, improving access to clean drinking water while reducing plastic waste.
King highlighted the role tourism can play in supporting lesser visited destinations and preserving cultural traditions.
Using Japan as an example, he said consistent visitor numbers to rural areas can help support local economies and communities facing population decline.
“By directing travellers to places that are under visited and ensuring that spending goes into the local economy, tourism can make a real difference,” he said.
The Inside Travel Group founder also described how the company has worked with local guides in Kyoto to develop alternative itineraries away from heavily crowded attractions, helping address overtourism while offering travellers more authentic experiences.
For Bunnik, managing overtourism requires collaboration between governments, destinations and the travel industry.
“I think responsibility sits on all of us, but also with host destinations through legislation and education,” he said.
Measures such as limiting cruise ship numbers, regulating short term rentals and encouraging travel outside peak seasons were all cited as ways to reduce pressure on popular destinations.
Meanwhile, O’Connor outlined how the aviation sector is investing in sustainable aviation fuel and industry partnerships to support decarbonisation.
She said the key to accelerating progress is aligning environmental initiatives with economic opportunities.
“When the economics around sustainability start to make sense, that’s when you get real momentum,” she said.
Research suggests a domestic sustainable aviation fuel industry in Australia could generate billions in economic benefits while creating jobs in regional communities.
The panel also emphasised the importance of collaboration across the travel sector to drive meaningful change.
King pointed to initiatives among B Corp certified travel companies working together on shared impact projects addressing overtourism and responsible marketing.
For O’Connor, the industry should not wait for perfect solutions before acting.
“The challenge is not making the wrong bet – it’s making no bet at all,” she said.
“Commit to something, whether it’s a supply chain commitment, a carbon contribution or a community initiative, and just lean in.”
Despite global uncertainty and ongoing geopolitical challenges affecting travel, Bunnik said the industry’s future remains promising.
“We’re in an unusual situation at the moment and we don’t know what’s coming,” he told delegates.
“But seeing the emerging leaders and young people coming into the industry gives me a lot of optimism for where travel is heading.”
