Five years ago, Iceland faced a challenge arising from a surge in international tourism, which had more than tripled since 2000. The influx of visitors, many of whom were first-timers unfamiliar with Iceland’s rugged landscape, led to incidents of inappropriate behavior, such as illegal camping and damage to the environment. To address this issue, tourism stakeholders in Iceland decided on a proactive and educational approach rather than implementing restrictive measures. Instead of putting up roadblocks, they aimed to educate tourists about responsible behavior.
Sigríður Dögg Guðmundsdóttir, head of Visit Iceland, explained the shift in strategy: “Instead of putting up roadblocks and saying, ‘You can’t go there. You can’t do that,’ we wanted to educate.” The focus was on speaking directly to tourists about the impact of their behavior and encouraging them to be respectful travelers. The result was the introduction of a sustainability and responsibility pledge that asked visitors to commit to being respectful during their time in Iceland.
The power of such pledges lies in their emotional appeal to visitors. Julia Albrecht, a sustainable tourism expert, noted that pledges take a positive approach, emphasizing that following desirable behaviors leads to a better and more authentic experience. The Icelandic Pledge, introduced in mid-2017, inspired other destinations to adopt similar initiatives, such as New Zealand’s Tiaki Promise, Hawaii’s Pono Pledge, and Palau’s Palau Pledge.
Tourist pledges are designed to address specific local issues and often focus on nature-oriented destinations that attract visitors to unique and wild settings. These destinations aim to strike a balance between managing the increasing pressure of tourism on infrastructure and the natural environment while respecting the needs of local communities and preserving cultural and environmental sustainability.
The educational aspect of these pledges is crucial, as they seek to raise awareness and provide information to visitors about local expectations. The Icelandic Pledge, for instance, addresses behaviors like dangerous photo ops and illegal off-roading, educating visitors about the potential risks and consequences of such actions. Pledges are a dual-purpose tool – they address immediate concerns while also contributing to long-term efforts to ensure the preservation of destinations.
While the success of pledges is challenging to measure definitively, their public nature encourages visitors to make a commitment, fostering a sense of responsibility. Guðmundsdóttir mentioned that after Iceland’s pledge was introduced, there was a noticeable decrease in negative tourist stories in the local news media.
Tourist pledges, characterized by their constructive and educational nature, are gaining popularity in various destinations. These pledges, often only a few hundred words long, are incorporated into destination websites and advertising campaigns. Some pledges carry consequences for violations, such as fines, while others focus on positive reinforcement and building a connection between visitors and the destination.
As destinations emerge from the era of lockdowns, there is a growing realization that a sustainable reset is needed for tourism. The break from tourism during the pandemic highlighted the importance of reestablishing local support for responsible travel. Pledges, with their playful or poetic elements, aim to tackle serious issues like tourism backlash and guide visitors toward more thoughtful and respectful behaviors.
Maui County and the Islands of Haida Gwaii are examples of destinations that have introduced their pledges, emphasizing the cultural context of their requests for respect. These pledges, rooted in fundamental teachings and ancient laws, hope to give visitors a deeper understanding of the local way of life and foster a meaningful connection between guests and locals.
In conclusion, while tourist pledges represent only a small aspect of tourism management, they play a valuable role in promoting responsible behavior and encouraging visitors to view destinations as more than just picturesque backdrops for their vacations. By appealing to tourists’ emotions and providing a soft direction, these pledges contribute to reducing environmental damage and conflicts between guests and locals, ultimately aiming for a more meaningful and sustainable travel experience.