What exactly does sustainable travel mean? Is it only for the ultra-wealthy? Club Med East and South Asia, and Pacific CEO Rachael Harding says otherwise
What exactly do we mean by terms like ‘sustainable travel’ and ‘responsible tourism’? While it’s easy to write off words like these as nebulous talk, travellers today are more mindful than ever about the real impacts of their travel and hospitality choices. We live in a day when even jet-setting celebrities are highlighted for their lifestyle’s carbon footprint and conversations about Taylor Swift’s jet carbon emissions can spark months-long debates.
One clarification of the term sustainability in a travel context is that it refers not simply to the preservation of a destination’s natural environment but also its intangible qualities like its local culture and traditions.
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“Sustainable travel, to me, is not just a trend but is instead, a lifestyle of choice,” says Rachael Harding, CEO overseeing Club Med operations in East, South Asia, and the Pacific. “I believe true sustainability goes beyond environmental responsibility – it also safeguards the heritage, culture, traditions and values of a destination,” she adds.
Based in Singapore, Harding has more than two decades of experience in the tourism sector, recently named one of Asia’s Most Inspiring Executives at the Asia Corporate Excellence & Sustainability (ACES) Award 2023, a prestigious honour recognising leaders and sustainability advocates across Asia.

Above Club Med East and South Asia, and Pacific CEO Rachael Harding
“Sustainable travel means embracing experiences that allow for a deeper immersion and appreciation of the locale while allowing me to make a positive impact on the destination and its people. When I leave a place, I want to know I’ve contributed to its well-being and not just to have taken from it.”
In 2024, with global travel on the rise, many aspire to become responsible and mindful travellers but feel uncertain about where to begin. The daunting question of whether sustainable travel is a privilege limited to a select few adds to the complexity.
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Above Exploring destinations via public transportation, bicycles, or walking tours (Photo: Unsplash)
Cost or value-add?
Rather than looking at sustainability only as an expense to be borne by the traveller, an alternate perspective explores its cost-saving qualities, too. “Sustainable travel is not reserved for the wealthy; it’s about making mindful decisions throughout your travel journey,” Harding says. “It focuses on benefiting the environment and local communities, not emptying your wallet.
“Often, sustainable travel encourages a ‘slow travel’ approach, where you stay in one place longer and delve deeper into its culture, reducing the need for multiple trips which translates to reducing carbon emissions. This can be more economical than constantly hopping between destinations,” she adds.
Harding adds that free-of-charge activities like nature trails, museums with free admission days and cultural events can also help make one’s trip more budget-friendly and sustainable. Other decisions like avoiding single-use plastics and consuming less water and energy at your chosen accommodation are more a question of effort than dollar bills.
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Above Sustainability educational excursions feature strongly at Club Med resorts (Photo: Club Med)
Little steps, big difference
Doing some research before selecting a resort and understanding the locale of your chosen destination can make a big difference. Harding advises seeking out accommodation options and local guides who prioritise responsible tourism practices that benefit local communities and promote authentic cultural experiences contributing to the local economy.
“Seek out local artisans and local businesses as your purchases contribute directly to their livelihood and promote cultural preservation,” she says. “Travel like a local. Explore via public transportation, bicycles, or walking tours when discovering new destinations. Immersing yourself in the local way of life deepens your understanding and appreciation of the locale.”
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Modern travellers have the benefit of many resorts that already have conservation programmes and curated local activities as part of guest itineraries. Impact-driven initiatives like the turtle conservatory at Club Med Bintan and Club Med Cherating offer a fun and educational experience for all ages while directly improving conditions for local wildlife.
“Respect the natural environment. Always dispose of waste properly, which minimises the usage of water. Also, maintain a safe distance when observing wildlife,” Harding recommends.
When it comes to demystifying green building certifications and being more discerning with your choice of resort, Harding shares what travellers should look out for in the following Q&A.
When it comes to choosing luxury resorts in Asia, are there any certifications or rankings to know that indicate more sustainable travel experiences and practices?
RH: Travellers can look out for resorts with internationally recognised certifications like Green Globe, BREEAM (Building Research Establishment Environmental Assessment Method) or any national eco-tourism certifications. These certifications indicate a rigorous commitment to environmental and social responsibility.
Another responsible practice is sourcing produce and products locally to reduce carbon footprint. Active involvement and contribution to the local community initiatives like conservation efforts or cultural projects demonstrate a commitment to the well-being of the destination and its people. Finally, consider the resort’s activity offerings, especially if they offer eco-friendly experiences. This could include guided nature walks, cultural experiences that respect local culture and traditions or opportunities to learn and even contribute to local conservation efforts.

Above Slow travel is a way to incorporate sustainability in your jet-setting (Photo: Unsplash)
How do you think Club Med is ready to meet the needs of eco-conscious travellers in East and South Asia, as well as the Pacific regions?
For more than 70 years, sustainability has been part of the Club Med DNA. Prioritising the harmonious integration of our resorts with the natural beauty of their surroundings, Club Med strives to preserve these exceptional environments and demonstrates this by adhering to building up less than 10 per cent of total site surfaces, allowing guests to enjoy their well-deserved holidays in spectacularly well-preserved destinations for generations to come.
Club Med’s sustainable commitment guides the construction and operations of our resorts, where the aim is to obtain 100 per cent eco-certification such as the Building Research Establishment Environmental Assessment Method (BREEAM) or equivalent for new resorts under construction and Green Globe certification for day-to-day operations in all resorts, which 100 per cent of our resorts in Asia Pacific are Green Globe certified for Sustainable Tourism.
By implementing eco-friendly policies, practices and sustainable initiatives, we not only reduce our environmental footprint but also empower our guests to make responsible decisions when it comes to their holidays.
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