The evolving role of travel agents in promoting sustainable tourism took centre stage at SAF MENA 2025, where industry experts highlighted the need for policy alignment and enhanced digital tools to drive environmentally responsible travel. The session, titled “Sustainable Tourism and the Role of the Travel Agent,” featured Tess Longfield, Head of Sustainability at Sabre Corporation, and Ajinkya Gurav, Aviation & Aerospace Journalist at the Green Mobility Magazine. Their discussion underscored the strategic importance of integrating sustainability principles within the travel agency model and the broader tourism ecosystem.
Integrating Sustainability into Travel Agency Models
Travel agents are increasingly seen as key facilitators in the transition towards greener tourism practices. As the industry aligns itself with global climate objectives, travel agents hold a unique position to influence consumer behaviour towards low-carbon travel options. According to Longfield, “Travel agents have a critical role in the tourism value chain. By offering transparent information and making informed recommendations, they can significantly guide travellers towards more sustainable alternatives.”
Longfield elaborated on Sabre Corporation’s initiatives aimed at providing travel agents with digital tools designed to assess and recommend sustainable travel options based on factors such as carbon emissions, fuel efficiency, and verified sustainability certifications. However, she cautioned that technology alone is not enough to drive meaningful change. “Effective policy frameworks are essential to incentivise sustainable practices and ensure consistency across the sector,” she noted.
Media’s Role in Promoting Sustainability Awareness
Ajinkya Gurav offered a complementary perspective by highlighting the media’s role in advancing the sustainability agenda. “The media plays a crucial role in disseminating best practices and critically evaluating the industry’s progress towards sustainability. Raising awareness through accurate reporting can drive demand for eco-friendly travel options,” Gurav remarked.
He also emphasised the need for transparency in sustainability metrics, particularly concerning aviation decarbonisation efforts such as Sustainable Aviation Fuels (SAF) and carbon offset mechanisms. Ensuring that consumers and travel agents have access to reliable information is vital for promoting sustainable choices within the tourism sector.
Challenges and Opportunities for Travel Agents
Despite growing interest in sustainable travel, several challenges remain. The panel noted that price disparities between conventional and eco-friendly travel packages present a significant barrier to widespread adoption. Furthermore, the lack of standardised sustainability certification systems for airlines, accommodation providers, and tour operators complicates efforts to promote green travel.
Longfield stressed the importance of policy coherence, especially in incentivising investments in sustainable tourism infrastructure. She also highlighted the need for training programmes that empower travel agents to effectively communicate the benefits of sustainable travel. “Policy frameworks must be designed to empower travel agents as sustainability advocates, equipping them with the tools and incentives needed to drive greener travel choices,” she stated.
Pathways to Achieving Sustainable Tourism
The panel discussion at SAF MENA 2025 highlighted the critical role of travel agents in shaping the future of sustainable tourism. Collaborative efforts between technology providers, policymakers, and the media will be essential to establish consistent sustainability standards and drive sector-wide adoption of eco-friendly practices.
Both Longfield and Gurav emphasised that a multifaceted approach is required, involving technological innovation, consumer education, and coherent policy frameworks. As travel agents increasingly act as enablers of sustainable tourism, their influence over travel patterns will be instrumental in achieving global decarbonisation targets.
