In this episode of I Am Tourism, host Melissa Foley chats to Grace Stead on why sustainability certification isn’t just nice-to-have anymore… it’s do-or-die. Forget vague ESG buzzwords – Grace breaks down how Fair Trade Tourism turns ethical practices into cold-hard business advantages for lodges, DMCs, and even backpacker hostels fighting to stay relevant in an era where EU regulations demand proof you’re not greenwashing your Instagram feed into oblivion.

From debunking myths about cost to exposing why Gen Z travellers will ghost your lodge if you lack credentials‚ this conversation is equal parts wake-up call‚ strategy session‚ and survival guide for African tourism businesses staring down global market shifts.

Key Takeaways:

Grace Stead:

• “You can’t just slap ‘eco-friendly’ on your website anymore – buyers want receipts.”
• “Small guest houses outpace luxury lodges here because they get community impact.”
• “Young travellers don’t care about your infinity pool – they care if your staff earn living wages.”