TMS. Could you tell the readers about yourself and your professional journey so far?
Jon Bruno. I came to sustainable tourism from the finance and consulting industry. I very much enjoyed my time in finance, but decided, as many do, that I wanted to be involved in our global shared future. My past work gives me some few unique skills when addressing how sustainable initiatives fit into GDP. The economic argument, I find, is always a strong one.
TMS. Can you elaborate on the principles of ecotourism and how TIES has been promoting and practicing these principles?
Jon Bruno. The International Ecotourism Society has a definition of ecotourism that is used by half the world, because it is short but powerful. It is: “responsible travel to natural areas that conserves the environment, sustains the wellbeing of the local people, and involves interpretation and education.” Our focus is on active positive outcomes, conservation, and community benefit through sustainable tourism. This definition has been quoted in periodicals all over the world, is in the US Library of Congress, and is one of the fundamental building blocks of the rapid growth of ecotourism. The IUCN, and the UNWTO also have excellent definitions of ecotourism. We promote ecotourism through policy, education, partnership, and implementation wherever we can.
TMS. What training and technical assistance is provided by TIES for the development of ecotourism?
Jon Bruno. We have had a full range of digital classes since 2004. We also partner with universities and governments to create project- and region-specific education where needed.
TMS. Ecotourism is a viable tool for conservation, protection of bio-cultural diversity, and sustainable community development. How does TIES work to mainstream sustainability in tourism?
Jon Bruno. We work to mainstream sustainability in tourism through ceaseless hard work. We talk to everyone who will talk with us, we celebrate best practices, we advocate in every sphere of influence we have, and we partner with those who can benefit from association with us.
TMS. What have been key developments in the industry in recent years?
Jon Bruno. The key development is the success of our industry, due to the hard work of many organizations and people. There is no credible travel professional in the world who does not know what ecotourism is. This means we have even more work to do. Specifically, travelers from major source markets are now much more sustainability aware, and we are working to educate them on how to translate their beliefs into action.
TMS. Could you tell us about upcoming plans of TIES?
Jon Bruno. We are focused on growing sustainable tourism as always, but we are adding new tools, such as AI, to our roster. We will continue to grow our education and our project capacity to accommodate greatly increased demand.
TMS. As the speaker at the 62nd annual ICCA , what are your thoughts on ICCA as an international forum?
Jon Bruno. My personal gratitude toward ICCA is immense. I began lobbying ICCA employees to give voice to sustainability in 2015, and they have pivoted to this mission as rapidly and effectively as any industry group I have seen.
“Since MICE makes up roughly 10-12% of travel, this is extremely powerful on the world stage. ICCA Congress is the place where many initiatives begin. I always value the individual opinions of my colleagues, and use them to shape my advocacy.
TMS. What would be your message to the industry?
Jon Bruno. Please, please, let us view ourselves as a world, as a united body. Let’s continue to work for sustainability, access, and opportunity. We have so much knowledge and capability stored within each of us, and together we can accomplish anything. Collaboration, especially outside of our comfort zones, will give us assets we never thought possible.
Let’s look for ways to support our colleagues. We can do more than we imagine. Please do share your poster-size image with us along with some recent pictures of your work in this industry.
