Sep 96 min read

Navigating Sustainable Tourism in the ASEAN Region: Insights from Ms. Catherine Germier-Hamel

In a world where sustainable tourism is essential, Ms. Catherine Germier-Hamel is a leader in the field. With over 30 years of experience in Africa, Latin America, and Asia, she promotes tourism practices that honor cultural heritage and protect the environment.

Recently, Ms. Catherine Germier-Hamel participated in the last UNESCO webinar titled “Addressing the Challenge of Plastic Use in Travel: From Policy Formulation to Practical Application.” The seminar explored strategies for reducing plastic waste in the tourism sector. This UNESCO series focuses on tourism in waterside cities across the ASEAN region and aims to support the sustainable development of the ASEAN tourism industry, which boasts a rich cultural heritage and is experiencing significant growth.

In conjunction with this, b.Consulting has been collaborating with UNESCO to help Cambodia’s tourism sector adopt sustainable best practices, ensuring that its development benefits both the environment and local communities.

But why do we focus on Tourism?

“Tourism is a cornerstone of the Hospitality and Food & Beverage industries. By embracing sustainable practices, we enhance the guest experience while benefiting local communities and the environment. Remember, a thriving tourism sector directly supports and drives the success of hospitality and F&B businesses.”

Now, let’s explore Ms.Catherine insights on how to achieve these goals and see how this is also beneficial for Cambodian Business.

1. Catherine - could you provide your biography please?

“I am Catherine Germier-Hamel, a French professional in sustainable tourism development, marketing, and branding, with over three decades of experience across Africa, Latin America, and Southeast/Northeast Asia. My career began in environmental utility management in developing nations, which laid the groundwork for my focus on sustainability. In 2005, I transitioned to sustainable tourism and relocated to South Korea at the same time. I started to promote sustainable wine tourism then worked as F&B Marketing Manager at Novotel Gangnam Hotel. From 2008 to 2014, I served as the Director of Global Programs at the ST-EP Foundation, established in Seoul under the Sustainable Tourism for Eliminating Poverty (STEP) initiative of the World Tourism Organization (UN Tourism). In 2014, I became an independent consultant and for two years, I founded Millennium Destinations, an impact-driven and human-centric tourism consultancy, and I co-founded the travel platform Herost in 2019. I then moved to Cambodia early 2022 as the CEO of Destination Mekong, a Destination Management and Marketing Organization promoting sustainable tourism ecosystems in the Mekong region. In July 2024, I joined the World Bank as a part-time consultant for the Cambodia Sustainable Landscapes and Ecotourism Project (CSLEP). I hold a master’s degree in business administration, and a postgraduate degree in Sustainable Tourism Development.”

2 What are the primary challenges that ASEAN nations currently face as they work to transition their tourism sectors towards more sustainable practices?

“I would say the most common and universal challenge in transitioning towards more sustainable practices is moving from good intentions to action. The concept of sustainability is still vague for many, and in the absence of easily understandable and accessible guidelines and standards, the usual approach is business as usual. There is a general lack of knowledge and awareness of sustainability principles that can guide more positive and responsible behaviors, both from consumption and production, and demand and supply perspectives.

As ASEAN nations work to transition their tourism sectors towards more sustainable practices, they face significant obstacles, particularly in reducing waste and pervasive plastic pollution, especially single-use plastics. It is essential to be pragmatic, holistic, and realistic in addressing these challenges. Plastic pollution not only harms ecosystems and people’s health but also contributes to eco-anxiety, especially among the youth, which can be paralyzing. However, the younger generations are particularly desperate for change and are the ones who can drive grassroots initiatives. To effectively tackle these issues, they need to be educated and guided.”

3. Based on your extensive experience, could you elaborate on some of the most innovative or impactful initiatives you have observed tourism stakeholders implementing to significantly reduce plastic waste?

“Plastic is ubiquitous, and to be honest, it is very convenient and handy. On the other hand, single-use plastic is an aberration. It is too easily disposable, and there are no specific incentives or strong deterrents to stop using it. In addressing plastic waste, I recommend both sanctions and incentives throughout the entire customer journey, starting from the planning stage and continuing through their arrival, accommodation, transportation, activities, experiences, and food and beverage choices, among others. Even before they arrive at their destinations, especially when traveling by air, tourists are already using a copious amount of plastic.

It's crucial to make travelers commit to sustainable practices and send them both overt and subliminal messages about reducing plastic use. If negative behaviors can become viral, so can positive ones—good practices can spread and create a ripple effect. Everyone can play a positive role in this effort, especially professionals in direct contact with travelers, such as drivers, front office staff, waiters, and tour guides. These individuals can influence tourists' behavior through their actions and communications, reinforcing the importance of sustainability at every touchpoint.

It is also important that all stakeholders in the tourism industry work in unison. Local communities play a vital role in these efforts as they are at the center of any travel experience and are directly affected by the negative impacts of tourism activities. But are they aware of the danger of plastic while they probably don’t know other alternatives? The basic rule of hospitality is to welcome guests in a tidy and clean environment, which is not only a matter of dignity but also brings direct and indirect benefits. Understanding the "why" behind these actions is essential for creating lasting change.”

4. How crucial is the integration of intangible cultural heritage and creativity in promoting sustainable tourism models, particularly within ASEAN waterway cities?

“Integrating intangible cultural heritage and creativity is crucial in promoting sustainable tourism models, particularly in ASEAN waterway cities. By leveraging cultural heritage, we create unique experiences that foster environmental stewardship and reduce reliance on plastic. This approach preserves cultural identity while encouraging sustainable practices among both tourists and locals.

Through soft power, the integration of these cultural elements creates a strong sense of place, leading to deeper connections between visitors and local communities. Such connections enhance awareness of the locals' needs and expectations, promoting greater respect and appreciation for their hospitality, uniqueness, and values. When tourists engage with the local culture in a meaningful way, they contribute to preserving that culture and supporting sustainable tourism models that benefit both the environment and the community.”

5. From your perspective, what are the most important ways that prominent international organizations such as UNESCO can effectively support ASEAN countries in achieving their tourism sustainability objectives?

“To effectively support ASEAN countries in achieving their tourism sustainability objectives, international organizations like UNESCO should ensure that their efforts are coordinated and harmonized to maximize impact. These efforts must prioritize empowerment and inclusiveness, making sure no one is left behind. Additionally, encouraging independence and proactivity among ASEAN nations, while keeping strategies simple and practical, is essential.

UNESCO can also promote public-private partnerships that drive meaningful change. With numerous global and regional initiatives available, ASEAN countries can easily join these efforts. International organizations, particularly UN agencies, can set global standards and disseminate good practices to foster commitments and, most importantly, the development of actionable plans.

A prime example is the Global Tourism Plastics Initiative, led by UNWTO and UNEP in collaboration with the Ellen MacArthur Foundation and supported by an Advisory Group. This initiative unites the tourism sector behind a common vision to address the root causes of plastic pollution. It encourages businesses, governments, and other tourism stakeholders to lead by example, transitioning towards a circular economy for plastics.

UNESCO can support ASEAN countries by facilitating knowledge exchange, providing technical assistance, and promoting best practices in sustainable tourism. By fostering collaboration among stakeholders, UNESCO can help implement scalable solutions that enhance the sustainability of the tourism sector and address critical environmental challenges, such as plastic pollution.”

6. As an expert, what advice would you give to tourism businesses in ASEAN on reducing plastic waste and becoming more environmentally sustainable?

“To reduce plastic waste, they should primarily focus on reducing plastic waste and eliminating single-use plastic in their operations. They should also adopt viable alternatives that meet the needs of all stakeholders. The traditional refuse-reduce-reuse-recycle approach should be complemented by RElating to the local communities, REconsidering current practices, and REprogramming personal and organizational habits. Behavioral change should focus on gains rather than losses, using nudges to promote sustainable production and consumption patterns. It is crucial for all stakeholders to work together at a destination level to achieve meaningful change.

In conclusion, while plastic is a convenient material that will not disappear, the absurdity of single-use plastics must be addressed through collaborative efforts and innovative solutions that prioritize the wellbeing and dignity of host communities. A strong political will and a stronger focus on the underlying reasons for cleanliness and hygiene are essential in driving these changes.”