Can Deep Travel Drive Sustainable Tourism? UN Tourism Explains

In an insightful interview, One Planet Journey founder Richard Lindberg speaks with UN Tourism Executive Director Zoritsa Urosevic about deep travel and its ability to drive sustainable tourism. What is the potential, what are the challenges, and how can this approach spur more meaningful travel experiences?

 – By Popular Demand from One Planet Journey’s Exclusive March 2025 Newsletter –

The Sustainability of Deep Travel

In a world of travel where checklists, chasing the perfect shot, and excessive crowds dominate, deep travel offers an alternative. Here, travellers, local communities, and destinations all thrive. Deep travel, in the sustainable tourism context, means genuine connections, focusing on experiences rather than sights, and an intentional mindset to dig deeper and really understand the destination and its culture.

But deep travel goes beyond a fulfilling way to explore. Inherent in its design lies a powerful force for more sustainable tourism. As travellers seek meaning over mass tourism, there is a natural boost to local economies, a profound respect for cultural heritage, and a lighter footprint on the environment.

A win for travellers and locals 

It’s no secret that the travel industry grapples with a sustainability challenge. The fundamentals of deep travel lend itself to sustainable tourism practices that prioritise connection over consumption. Travellers stay longer and immerse themselves in local culture. The benefits span the entire sustainability spectrum – economically, socially, and environmentally. It’s a mindset shift that moves tourism away from high-impact, high-volume models toward a more regenerative approach that favours local stakeholders. But how do we do this on a global scale?

As always, One Planet Journey taps its global network to bring you deeper insights. We turned to experts on the topic, with a long-standing track record and global presence. It’s our pleasure to give you insights from our discussion with the Executive Director of UN Tourism, Zoritsa Urosevic.

Interview with Zoritsa Urosevic, Executive Director, UN Tourism 

Since joining UN Tourism in 2006, Zoritsa’s played a key role behind some of the most important shifts in how the world views travel. Her work has helped position tourism as a pivotal component in development, trade, and sustainability efforts. Her leadership contributed to UN Tourism earning its place on the OECD Development Assistance Committee. Another significant milestone relates to the UN Rio+20 outcome document, “The Future We Want.” Tourism’s crucial role meant it got integrated it into the Universal 2030 Agenda. 

Zoritsa champions a science-based approach to tourism. She consistently highlights how it uplifts economies, strengthens communities, and nurtures the environment at high-level meetings, such as the Conference of the Parties (COP) and G20. In addition, Zoritsa provided strategic policy guidance during the COVID-19 pandemic. Today, she prioritises tourism evolving into a true agent for positive change through the 2030 Agenda.

What inspirational sustainable tourism successes can UN Tourism highlight in its work with destinations and travel brands? 

Tourism transformation requires a science-based approach to build a Future-Resilient Economy for people, the planet and prosperity. UN Tourism is advancing a bold agenda for change by placing science at the core of a new, evidence-based tourism governance.

In March 2024, the UN Statistical Commission adopted the Statistical Framework for Measuring the Sustainability of Tourism (SF-MST) as an international standard to measure the impacts of tourism beyond GDP. Among the environmental pillars is GHG emissions measurement and several countries (e.g. Denmark, Germany, Italy, New Zealand, Sweden and Switzerland) have piloted the method for this purpose. 

We aim to link SF-MST with the work of the Glasgow Declaration Initiative on Tourism Climate Action. It’s one of the initiatives of the One Planet Sustainable Tourism Programme that serves as a tool for tourism stakeholders, including national tourism administrations, to advance climate action. Out of the 900 signatories, spread across 94 countries, almost 400 have both developed and started implementing action plans for the climate. Plans align with the five strategic pathways of measure, decarbonise, regenerate, collaborate, and finance. 

Can you give some examples from the ground? 

The Canary Islands (Spain) has produced a tool to support all tourism businesses in the region to measure their emissions, track decarbonisation progress and gain guidance on how to reduce emissions further. This included a catalogue of over 200 decarbonisation measures arranged by sector and focus area. They are also developing a programme to connect tourism companies looking to invest in offsetting solutions with regenerative projects based on the islands.

Circular economy approaches are key for moving to a low-carbon, inclusive and climate-resilient tourism model. The Global Tourism Plastics Initiative, for instance, aims to support a transition to a circular economy of plastics. We are co-leading this with UNEP, and 6000 hotels in 71 countries are working to eliminate problematic plastics, integrate reuse models and enhance collaboration with plastic suppliers and waste managers. The initiative also works with destinations, such as Mauritius, for example, to identify the best way forward. 

How can sustainability and responsible tourism provde deep, meaningful, and immersive experiences?

Travellers are increasingly looking for local and authentic experiences. They want to enjoy culture, food and traditions while feeling connected to resident communities. This could mean immersing themselves in nature, exploring beyond the hotspots, or buying a special cheese in a remote village. A survey by American Express supports this notion, showing that 73% of global respondents aim to support small businesses while visiting a new destination. We’ve seen this trend intensifying significantly after the pandemic. Travellers seek less crowded destinations, desiring a stronger connection to open spaces and nature, including rural areas. 

UN Tourism recognises this shift and deep travel has the potential to contribute to sustainable tourism, and the development of rural areas. As such, since 2020, we have worked on a dedicated Tourism for Rural Development Programme. It includes collaboration with governments to prioritise tourism in their national policies and strategies, as the flagship initiative Best Tourism Villages. It values rural communities committed to making tourism a driver of development and well-being. 

At this point in time, and since its first edition in 2021, we have received nearly 900 applications worldwide, with 184 villages selected between 2021 and 2024. The call for 2025 is currently open, allowing UN Tourism Member States to propose up to 8 candidate villages. Research shows that beyond increased visibility (these small destinations have reached major media outlets such as BBC or CNN), there is also a growing sense of pride within the communities and a rising interest from travellers. 

How do we reduce the gap between traveller intent and action (The say-do gap)?

How we choose to travel is shifting. Travellers are aware of the challenges of sustainability and also how their own impact plays a part in it. Increasingly, people search for carbon-neutral flights, opt for eco-friendly accommodations. There is also a tendency to research responsible tourism experiences. On the industry side, innovations such as smart energy systems in hotels empower both service providers and travellers to adopt more sustainable practices.

Nonetheless, the gap between intention and action is real. The industry must continue striving to make sustainable tourism the default option. Simultaneously, we shall facilitate easy access to these sustainable choices, be clear on the value add, and reshape the narrative around sustainability. It has to be simple to understand and use, “cool” rather than costly, and grounded in collaboration with the industry.

Human psychology also plays a part. If you make plant-based and locally sourced dishes more attractive and prominent on menus, it drives adoption for sustainable food options. It’s the same when you reduce the size of plates in buffets. You help to curb food waste, aligning with the recommendations of the Global Roadmap for Food Waste Reduction in Tourism.

Deep Travel – Travelling with Purpose 

The future of travel is now, and we have a choice in the stories we tell and the journeys we take. The interconnectedness of deep travel and sustainable tourism is an important part of the direction the industry takes. A movement for meaningful experiences offers a way to re-imagine travel as a force for good. Rooted in local culture, curiosity, and respectful behaviour, deep travel shows a clear path forward. The future of tourism should not focus on volume. Quality drives the agenda: regenerative, authentic, and resilient.

How important is sustainability for you when travelling? Let us know in the comments. Subscribe to our newsletter and benefit from travel guides, sustainable tourism and luxury travel tips, insightful interviews, and inspirational places to visit. One Planet Journey – The World’s First Deep Travel Magazine.