As the world grapples with climate change and environmental degradation, the tourism industry is at a crossroads. For a destination like Palawan, celebrated for its breathtaking natural beauty and rich biodiversity, embracing regenerative tourism has become necessary.
At the Palawan World’s Best Island Travel Trade Expo 2025, sustainability was the focal point of discussions, with Susan Santos De Cardenas, President and CEO of the Society for Sustainable Tourism, underscoring the urgency of adopting regenerative tourism.
“When you see the impact of extreme weather, forest fires, and other environmental challenges, it becomes clear that we must act now to protect our natural resources,” said De Cardenas during her talk at the event.
Unlike traditional sustainability efforts that focus on minimizing harm, regenerative tourism aims to actively restore and enhance the environment and communities that host visitors. “It’s not just about complying with standards, but about sharing good practice stories and learning from others,” De Cardenas said.
One of the key programs driving this movement is the Green Destinations initiative, spearheaded by the Society for Sustainable Tourism. This framework provides destinations like Palawan with a structured pathway to improve their sustainability practices.
“Eighty percent of travelers are now aware that they need to travel green, and they are looking for certified businesses that align with their values,” De Cardenas said. By embracing regenerative tourism, Palawan’s tourism industry can attract a growing segment of eco-conscious travelers.
Beyond market appeal, regenerative tourism is crucial for Palawan’s long-term survival. As an island destination, it faces unique vulnerabilities from mass tourism and climate change. By adopting a regenerative approach, the province can protect its ecosystems while promoting a more resilient and equitable tourism industry that benefits both visitors and local communities.
“If we don’t act today, there will be nothing left to protect and conserve,” De Cardenas said.
For organizations looking to promote sustainable tourism, engaging the private sector is essential. “Businesses need to understand that sustainable practices are not just about being ‘green’—they also save money, reduce environmental impact, and enhance the guest experience,” De Cardenas said.
To ease businesses into this transition, the Society for Sustainable Tourism implements a step-by-step certification process, beginning with 15 core criteria.
Organizations like Green Destinations play a vital role in this transformation by offering certification, training, and recognition. “Certification is a powerful tool. It’s not about greenwashing—it’s about verifying the real, measurable impact of sustainable practices. This builds trust with travelers and inspires others to follow suit,” De Cardenas said.
One strategy employed by De Cardenas and her team is the “Top 100 Stories Competition,” which highlights exemplary sustainable tourism practices across the country. This narrative-driven approach encourages more tourism stakeholders to adopt environmentally conscious practices.
By aligning the Philippines’ sustainable tourism framework with international standards, De Cardenas and her team aim to ensure that destinations like Palawan remain global models for responsible travel.
