Between 7 and 9 March Berlin hosted the ITB, Europe’s largest tourism trade fair. Ko Koens, Professor of New Urban Tourism, Iris Kerst and Annemarie van Klaveren were there to promote the Expertise Network Sustainable Urban Tourism(ENSUT) students from the Creative Business Faculty were also there. At the invitation of the NBTC (Netherlands Board of Tourism & Conventions) he is to give a presentation on sustainable tourism and international research recently carried out into it. ‘Tourism must make cities better places for their residents, local businesses and the natural environment,’ he insists.
ENSUT will take to the international stage in Berlin well before its official kick-off, which is not until May this year. Among other topics, visitors to the ITB will discuss sustainable tourism in urban areas. But what exactly is ‘sustainable tourism’? According to Ko, it’s a concept that says there is much more to tourism than an economic model that churns out as many overnight stays as possible. ‘It’s about striking the right balance between planet, people and profit, thereby also ensuring that tourism remains viable in the future.’
” When it comes to making tourism more sustainable, the term sustainable tourism itself can be counter-productive.”
Ko Koens Professor New Urban Tourism