Africa Travel Week
tourism recovery strategies

CATCH-UP: Unpacking sustainable tourism recovery strategies

A tourism recovery is sorely needed but can it happen in a “better”, more sustainable way? In this webinar, we explore what can be done.

In this webinar, Keith Jenkins, Melvin Boecher, Kash Bhattacharya, Daniel Noll and Audrey Scott discuss post-crisis recovery, and how to balance economic hardship with sustainability objectives.

From addressing misconceptions about responsible travel, to working with bloggers and engaging in your local community to travel more, this hour-long session packs a real punch.

Here are a few key points from this session:

  • The reality is that sustainability is a journey. It is always changing and evolving.
  • Our sustainability initiatives should not just be for fun, but to really help us take care of our local communities
  • Fostering local interest for tourism is not a big money source, but adds to the holistic development of communities
  • One of the key points to sustainability in travel, is the idea of keeping an eye on the degradation and the depletion of natural resources, but one of the misconceptions is that sustainability is primarily about the environment but it falls into three primary pillars:
  1. The environment and natural resources
  2. Social economy and the health of local communities
  3. Culture and local people
  • Sustainability is not just about the environment but about making places better for local people to live.
  • A cornerstone for destinations is to work with bloggers. Bloggers who share the same values and who can spread awareness for your destination over the long term.
  • Working with a blogger is a two-way street. Both the brand and blogger must create understanding and synergy. The best bloggers are the ones who really understand your needs and concerns.
  • You can fake numbers can fake engagement but you cant fake passion.
  • Although flight prices have gone up recently, demand is not elastic and discounts might not change people’s minds. People will gravitate to real value.
  • Strategies of discounts might work in the short term to win people back, but might not be effective in the long term.
  • Don’t pretend that a pandemic is not happening. Remember to still mention COVID, border and travel restrictions and how your company is taking steps. Be honest and transparent about what your company is doing and that efforts are not just for the safety of your guests, but your employees and community.
  • We should view the crisis is an opportunity to try new things – things that we wouldn’t have had the guts to do before, especially when it comes to our products offering.
  • Make your recovery part of your story.
  • There should be more integration between PR, Product, Marketing as well as between destinations and tour companies. This should be a focus on for long term recovery.
  • There is an opportunity now to focus back on the community and to bring back storytelling into our tourism experiences. 


Keith Jenkins
CEO, iambassador

Keith Jenkins founded iambassador and began offering social media and marketing services in 2011. Keith is the Founder and Publisher of the Velvet Escape luxury travel blog. Based in Amsterdam, Keith left his ten-year investment banking career to travel the world and carve out a new career as a travel blogger and social media advocate. He has visited more than 80 countries across six continents. In addition to being a travel blogger, Keith often speaks at travel and social media conferences. He is also the co-founder of the Global Bloggers Network, a community of more than 3,000 travel bloggers. Keith has been featured in The New York Times, BBC Travel, Lonely Planet, and National Geographic Traveler, and has spoken at TEDxTalk.

Melvin Boecher
Founder and CEO, Traveldudes

Travel Dudes is an industry leader within the field of travel influencer marketing. In partnership with clients we create cost-effective, inspirational and engaging travel content for digital and social platforms, reaching an audience of over three million travelers each month!

Melvin, the founder and CEO of Travel Dudes, COO of iambassador, is a pioneer and one of the top travel bloggers.

Kash Bhattacharya
Founder, BudgetTraveller

For the past 11 years, Kash better known as the BudgetTraveller has revolutionised travel for the stylish, design-led budget-conscious traveller. The 2016 National Geographic Traveller Blogger of the Year, Kash is the author of the brand new ‘The Grand Hostels: Luxury Hostels of the World.’ published by design publisher Gestalten.

Daniel Noll and Audrey Scott
Uncornered Market

Daniel Noll and Audrey Scott are co-founders of Uncornered Market. As tourism development advisors, they work with destinations, travel companies and sustainable tourism organizations to develop, position and market community-based and adventure tourism products, social enterprises and culturally responsible destinations. Together, they have executed projects on all continents and visited over 100 countries. Through their advisory and advocacy, they advance travel as a force for good — for local communities, travelers and businesses. Recognized as Best Responsible Tourism Blog at WTM, Uncornered Market is also a platform that promotes respectful travel and facilitates discussions on sustainability and the human dimension of tourism.

Africa Travel Week

Africa Travel Week (ATW) focuses on inbound and outbound markets for general leisure tourism, luxury travel, LGBTQ+ travel and the MICE/business travel sector as well as travel technology. Shows include: ILTM Africa, WTM Africa, EQUAL Africa, ibtm AFRICA, Travel Forward, Sports & Events Tourism Exchange and African Tourism Investment Summit.