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A Convenient Truth

A convenient truth for tourism

eTN Staff Writer  Sep 29, 2010

"Cluster" and "Cross-Promotion" have become buzzwords of modern cooperation. Why not make cross-promotion of renewable energy and sustainable tourism the example of a strategic benchmark, bottom-up and top-down?

Cherished as a veritable lifestyle industry, Travel and Tourism has been more and more identified as a highly versatile cross-communication tool among cultures, often referred to as The Peace Industry. Why not take this job-producing Peace Industry and make it the leading industry in renewable energy conversions under the sign of the sun? Sustainable/Responsible Tourism and Renewable Energy together could form the strategic cross-promotional linkage jointly promoting a new lifestyle.

This is the quintessence of an essay written by Max Haberstroh, an international tourism consultant, member of EUROSOLAR (, who has been working for different government and non-government organizations on development projects in Eastern Europe, Central and Southeast Asia, Africa, Middle East and Latin America.

He is an ardent combatant for renewable energy, particularly solar energy: ‚ÄúUsing and boosting renewable energy instead of fossil fuels would not demand ceding one slice from our usual comfort,‚ÄĚ he says. "Tourism, professing sustainability, ecology and responsibility, actually should ‚Äď and could ‚Äď create new synergies and give inspiration to new lifestyle trends."

The Hotel Energy Solutions (HES) project recently launched by the UN-World Tourism Organization is an inspiring initiative. "But where are all the other tourism destination marketing organizations, including more than 25,000 worldwide, that claim to be ecological protagonists and who will promote sustainable/responsible tourism by making renewable energy the pivot of their social and ecological solidarity?" -- Where are the renewable energy promoting organizations who will address both energy entrepreneurs and the tourism sector, in a joint effort to making "renewable energy" an element of "sustainable tourism" -- inherent and self-evident on a global scale?

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A convenient truth for tourism
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