While India’s tourism industry is growing at an incredible rate, there is still much work to be done to make it more sustainable and responsible. From managing environmental impacts to preserving cultural authenticity and ensuring local communities benefit equitably, responsible tourism in India requires coordinated efforts from the government, industry stakeholders, local communities, and travellers themselves. Encouraging more mindful, conscious travel and promoting policies that support sustainability are key steps in shaping a better future for Indian tourism.

Unfortunately, there are several ways that some companies falsely market themselves as “responsible” or “sustainable” travel providers while continuing practices that harm the environment, local communities, or cultural heritage. This is often referred to as green washing—where companies make misleading claims about the environmental or social benefits of their products or services.

• Fake or Non-Accredited Certifications: Many companies claim to be certified by “sustainable tourism” or “eco-friendly” organizations. However, these certifications may be self-assigned or from non-recognized organizations with minimal criteria or oversight. A company might display a “green label” or “eco-friendly” seal that means nothing in practical terms.
• Lack of Transparency: Even when a company does have certifications, they may not openly disclose the standards it meets or provide any evidence to substantiate these claims. Without transparency, it’s difficult for travellers to verify the authenticity of such certifications.
• Overcrowding of Popular Destinations: Iconic destinations like Goa, Kerala’s backwaters, the Taj Mahal, and Manali are often overcrowded, particularly during peak tourist seasons. This leads to environmental degradation such as pollution, water shortages, and waste management issues. Major example of current situation in Jawai leopard safari Rajasthan. Post covid it ruins the Jawai village and flooded with the domestic & international tourists.
• Waste Generation: The tourism industry contributes heavily to waste production, especially plastic waste. Many tourist spots lack adequate waste management infrastructure, leading to pollution of rivers, beaches, and forests.
• Animal Exploitation under the Guise of Education: Many companies market wildlife tours as “responsible” or “educational” but exploit animals in the process. This includes activities like elephant rides, tiger petting, or taking tourists to places where animals are kept in captivity for entertainment purposes (e.g., dolphin, monkey shows or snake charmers). These activities are highly detrimental to the well-being of animals, and the companies involved are often only interested in profits.
• Wildlife Viewing that Disturbs Habitats: Some operators claim to offer “wildlife tours,” but these tours are disruptive to the natural environment. They may take tourists to vulnerable ecosystems or engage in practices that harm animal populations, such as feeding wildlife or disturbing nesting sites.
• Top-Down Tourism: Some companies claim to be engaging local communities in decision-making but often run the operations from the top down. There may be little real consultation with the local population about their needs or concerns. Local traditions, culture, and way of life may be appropriated without consent or shared benefits.
• Minimal Efforts in Key Areas: A company might highlight small efforts like switching to bamboo straws or offering organic cotton towels but fail to address the more significant issues such as waste management, energy use, or supporting local economies in an ethical manner.

Opportunities for Improvement

• Community-Based Tourism: Encouraging community-driven tourism models, where profits go directly to local communities, can be a powerful tool in promoting both sustainability and social equity.
• Education and Awareness: Raising awareness among tourists and tourism service providers about the environmental, social, and economic impacts of tourism can help. This could involve clearer communication about how tourists can minimise their carbon footprint, respect local culture, and avoid environmentally harmful actions.
• Technology and Innovation: Leveraging technology (e.g., apps, online platforms) to promote responsible tourism and track eco-friendly practices (e.g., waste management or carbon offset) could improve practices at scale.
• Sustainable Infrastructure Development: Building tourism infrastructure that prioritizes environmental sustainability (e.g., solar-powered hotels, waste segregation, water conservation systems) could set the stage for more sustainable tourism practices in India.