Corporate Social Responsibility in Tourism Enterprises: Global Trends and Moroccan initiatives

By Imane Ezzaouia

During this summer season, while tourism enterprises are striving to increase their occupancy rates, which is entirely understandable and legitimate, an essential question arises: What practices are these destinations adopting? Are they engaging in responsible and sustainable practices? As the quest for higher visitor numbers continues, the imperative of balancing economic interests with environmental and social responsibility becomes paramount. Therefore, it is crucial that these tourism enterprises prioritize ethical choices that not only drive growth but also contribute positively to the well-being of local communities, the preservation of natural resources, and the long-term health of the industry itself.

In this way, the concept of Corporate Social Responsibility (CSR) has gained significant importance in various industries, including tourism. In fact, tourism industry and tourism enterprises worldwide are recognizing their role in shaping destinations and communities, leading to a paradigm shift towards more sustainable and responsible practices. This article delves into the global landscape of CSR in tourism enterprises and highlights Morocco’s efforts in embracing these principles.

Global Perspective on CSR in Tourism Enterprises

Tourism has grown into a major economic driver, contributing significantly to 10.4% of global GDP and providing 334 million employment opportunities (WTTC, 2019). However, this growth can potentially cause various types of damages, either unintentionally or due to inadequate practices. For example, excessive water consumption, increased transportation, energy consumption, and waste generation contribute to resource depletion as well as higher carbon emissions and climate change.

In response, tourism enterprises have begun to integrate CSR into their business strategies, acknowledging the need to create positive impacts beyond economic benefits. CSR in tourism often encompasses a range of initiatives, including environmental conservation, community engagement, employee welfare, and ethical business practices. Here are some of the best practices adopted by developed countries to mitigate theses problems:

In the case of Australia which is known for its diverse landscapes and well-developed tourism industry. The country has been proactive in establishing a comprehensive system of national parks and marine protected areas to conserve its unique ecosystems and biodiversity. These areas help limit human impact while allowing tourists to experience natural beauty responsibly.

The country also promotes Indigenous tourism experiences that provide opportunities for tourists to engage with and learn from Aboriginal communities. This not only supports local economies but also raises awareness about the importance of preserving cultural heritage.

Australia’s wildlife is a major draw for tourists. To protect native species, there are strict guidelines and regulations in place providing information about respecting wildlife, following designated paths, and adhering to waste disposal rules.

Furthermore, Canada encourages the use of sustainable transportation options, such as public transit, cycling, and electric vehicles. This helps reduce the carbon footprint of tourists and transportation-related emissions.

In the USA, many accommodations have adopted eco-friendly practices, such as energy-efficient designs, waste reduction, and the use of sustainable materials.

Moroccan initiatives

Morocco’s commitment to environmental sustainability is also evident. The country has launched initiatives to promote eco-friendly accommodations, reduce plastic waste, and conserve its ecosystems. Solar energy projects have been integrated into resorts and hotels, showcasing the potential for renewable energy sources in the industry.

Moreover, the adoption of innovative projects such as the seawater desalination and the use of treated wastewater for irrigating hotel green areas and golf courses has played a significant role in dealing with the problem of water stress in Morocco.

Challenges and Opportunities

While the progress of CSR in tourism enterprises is commendable, challenges persist. Striking a balance between economic growth and responsible practices remains a constant struggle. Additionally, measuring the tangible impact of CSR initiatives and ensuring their long-term sustainability pose ongoing challenges. However, these challenges are accompanied by opportunities for innovation and collaboration. Partnerships between governments, NGOs, private enterprises and consumers can amplify the impact of CSR initiatives.

In Morocco, the commitment to CSR in tourism is expected to remain a priority. As the country’s popularity as a tourist destination continues to rise, responsible practices will be crucial in creating positive and sustainable impacts beyond economic benefits.