Benno, you are myclimate's expert for the tourism industry and also oversee the digital tourism and event platform myclimate “Cause We Care”. What specific challenges does tourism in Germany face in the short and long term as a result of climate change?
Benno von der Dovenmühle: Tourism is very specifically affected. Extreme weather conditions are noticeably on the increase – whether it's more days with temperatures above 30 °C, prolonged periods of drought, low water levels or the increased spread of mosquitoes and ticks. At the same time, heavy rainfall and flooding are becoming more frequent. Entire landscapes are changing. In popular ski regions, natural snowfall is declining – artificial snowmaking is increasingly becoming the norm. And that's just one example. The list could go on and on – with noticeable consequences for regions, businesses and guests alike.
For many businesses, this means they have to become climate-fit – including in terms of their buildings. The maintenance of buildings and facilities is becoming more complex and expensive. Investments in adaptation measures are inevitable – and these costs will also be reflected in accommodation prices in the long term.
How can tourism make an effective contribution to climate protection?
In principle, there are three relevant areas of action for the entire tourism sector, which interact with each other. First, the impact of the company on the climate; second, the company's adaptation measures due to climate change; and third, communication and a changed offering for guests.
Tourism per se naturally causes emissions, especially through travel to and from the holiday destination. On the one hand, this means a special responsibility, but on the other hand, it also means great leverage. That is why it is so important to offer visitors holistic packages. In concrete terms, this means, for example, considering environmentally friendly travel by bus, train or carpooling and facilitating cooperation with local public transport or a bus shuttle service. In addition to major levers such as structural measures to reduce emissions, regional products can also score points directly at the breakfast buffet or in the restaurant. If employees are then sensitised through training, this creates an enormous competitive advantage in dialogue with guests.
Large companies invest a lot of money in developing climate and sustainability strategies. Where are the opportunities for smaller tourism businesses?
It may come as a surprise to many, but the size of the company and the budget used correlate much less with positive climate and business effects than is often assumed. Whether it's a destination, accommodation or event, even small tourism providers can play an effective role in climate protection. This doesn't require huge budgets, but rather targeted measures and the courage to get started. For example, we work with youth hostels that are making a really impressive difference!
Nevertheless, the measures require initial investment. Isn't that daunting?
The good news is that there are already solutions to these challenges! Specifically, a solid database is crucial. Only those who know their emissions can reduce them in a targeted manner. A corporate carbon footprint (CCF) provides a good overview to start with. Companies are often surprised to discover where their emissions come from and how easy it is to reduce them. This often leads to reductions in operating costs. Instead of wasting money blindly, targeted measures lead to efficient climate benefits that save money in the long term.
But there's no denying that measures cost money initially, and not every destination or business can afford to take the initiative. This is where we offer the myclimate “Cause We Care” programme. In this programme, hotels, tourism companies, associations, destinations, event organisers and private individuals work together to promote climate protection. The investment burden is shared and the positive impact on the climate is multiplied.
An example: a myclimate “Cause We Care” partner offers guests the opportunity to voluntarily invest in climate protection and sustainability. This contribution is doubled by the myclimate “Cause We Care” partner. The sum is then transferred to the partner's earmarked myclimate “Cause We Care” fund. The funds raised are used to support myclimate climate protection projects on the one hand and to provide financing for climate protection and sustainability measures locally in the company on the other.
Credible internal and external communication is equally important: guests want to know how a business makes a contribution to climate protection – and employees can only support this change if they are actively involved.
This is where the power of cooperation and holistic approaches comes into play: synergies arise through exchanges with tourism associations, joint projects, climate workshops and support for regional climate initiatives – visible, effective and authentic. In this way, sustainability becomes a joint task and a real opportunity to act in a sustainable manner.
The digital myclimate “Cause We Care” platform also supports our partners by providing personalised communication materials that help companies raise awareness of climate protection among guests and employees.
Sustainability and climate protection therefore pay off – they strengthen the environment, the region and the climate resilience of your own company. Last but not least, this commitment provides a real market advantage.
About myclimate “Cause We Care”
The digital platform from myclimate “Cause We Care” supports sustainability-conscious partners of all sizes and from all sectors (hotels, parahotellerie, event organisers and venues, restaurateurs, mountain railways, destinations, mobility, travel providers, leisure providers) in managing their environmental and climate protection efforts and offers an intuitive tool for planning, financing and implementing sustainability measures.
