During his appearance at the Skift Global Forum on Wednesday, Prince Harry, who is both the Duke of Sussex and the founder of Travalyst, called on the travel industry to prioritize the health of local communities and ecosystems, rather than focusing primarily on financial metrics. He argued that the sustainable success of travel businesses depends on the long-term vitality of the places travelers visit, telling the assembled industry leaders and executives, “We must remember there is no successful travel industry without successful destinations.”
Shifting the Industry’s Priorities
Addressing the forum, Prince Harry highlighted that the travel sector often overlooks the essential link between tourism and the well-being of both people and environments in the destinations. He warned that the industry’s own future is put at risk when practices lead to overtourism, environmental harm, or disregard for local populations, as healthy communities and natural environments are the very foundation upon which tourism depends.
The Prince’s speech coincided with a period in which extreme heatwaves, wildfires, and droughts have significantly affected major tourist destinations. As public frustration mounts among local residents grappling with the consequences of mass tourism, these incidents underscore the need for urgent change. Prince Harry referenced insights from the World Travel & Tourism Council, spotlighting that approximately 7.3% of global greenhouse gas emissions originate from travel and tourism.
Championing Travalyst’s Purpose
Central to Prince Harry’s message was the mission of Travalyst, the non-profit organization he established to promote tourism that benefits environments and host communities alike. He encouraged executives and tourism operators to add new measures—such as “measurement of destination health”—to their standard set of financial data, like revenue per available room, as part of routine business review and planning.
Redefining Achievement in Tourism
Prince Harry observed that most companies have long concentrated on profitability and growth indicators. He advised leaders to adopt a more holistic understanding of success that encompasses preserving destinations’ resilience, culture, and ecological well-being, arguing that such a framework not only supports people and places but also secures the future of the industry.
“The value of travel,” he said, “depends on the value of the destination.” With sustainability at the forefront of discussions worldwide, Prince Harry emphasized the growing necessity for firms to consider both their earnings and their responsibility as stewards of valuable local resources and communities.
His call for action comes as environmental advocates and local destination representatives increasingly warn that the travel sector faces serious threats—including further backlash and the mounting impacts of climate change—unless it evolves to put sustainability at its core. Prince Harry’s remarks at the Skift Global Forum stood out as a timely appeal for industry leaders to rethink their approach before irreversible changes occur within cherished destinations.