Masaru Takayama: The Trailblazer Championing Sustainable Travel in Asia
Written by: Rhea Vitto Tabora
In the realm of sustainable travel in Asia, one individual stands out, driving positive change and championing responsible tourism in the region. Meet Masaru Takayama, the Founding Chair of the Asian Ecotourism Network (AEN) whose unwavering passion and commitment to preserving Asia's natural and cultural heritage have propelled him to become an influential figure in shaping the region's travel industry.
In this insightful Q&A interview, we explore the remarkable beginnings of Takayama's sustainable tourism journey. From being an avid scuba diver to becoming a trailblazer in the industry, his story illustrates the transformative power of one person's vision and determination.
Takayama's relentless dedication to sustainability has earned him the title of being our first ASTB Asia Sustainable Travel Changemaker. His profound impact extends far beyond individual destinations, inspiring stakeholders throughout the industry to adopt sustainable practices and prioritize environmental and social responsibility.
Join us as we delve into the remarkable journey of Masaru Takayama, and discover how dedicated individuals and industry leaders like him are creating a more sustainable and promising future for Asian travel.
Can you share what inspired you to become an advocate for ecotourism and how did this journey lead you to set up AEN?
It's actually quite a remarkable story. You see, I didn't start off with a background in tourism. In fact, I spent over 12 years in the United States studying oceanography, and one of my greatest hobbies during that time was scuba diving.
During a trip to Costa Rica, after several days of diving, I decided to participate in a community-based jungle tour near the Pacific Coast. Little did I know that this experience would have a profound impact on me!
When we arrived at the village with our guide, I was amazed to see how warmly the villagers welcomed our group. What struck me even more was learning how the money we spent as tourists not only went towards nature conservation but also helped in building schools and hospitals for the community! It was an eye-opening moment for me because, at that time, I wasn’t exactly an eco-tourist.
That sounds like a truly transformative experience. Can you tell me when exactly this happened?
It was about 25 to 30 years ago, back in my younger days. The impact of that experience was like a bolt of lightning. I realized that tourism has the power to make a meaningful difference.
You see, when you live in a place like Japan or the United States, you often don't feel how the money you spend locally can positively impact communities. But that experience in Costa Rica showed me the potential of tourism as a force for good.
As someone who had always loved traveling, I began contemplating the idea of turning my passion into a dream job. However, it had to be done sustainably, with a strong community benefit component at its core.
At that time, I was working and also helping with English-Japanese translation. Eventually, I started delving into the field of energy conservation, working with a group of experts from the US who were implementing energy-saving practices in the Japanese market.
These experiences led me to explore the concept of ecotourism in Japan. I discovered only one grassroots ecotourism organization, the Japan Ecotourism Society.
I then decided to collaborate with people I knew and launch the Japan Ecolodge Association. Our goal was to convert existing lodges, particularly in rural areas, into more energy-efficient accommodations while also addressing social aspects. We aimed to align those lodges with international eco-lodge and eco-resort standards. During that time, many eco-tourism initiatives were being implemented globally, especially after the Quebec Declaration.
We had over 20 eco-lodge members who focused on nature-based lodges while incorporating energy conservation and biodiversity conservation.
During that time, we realized the importance of standards. Not in the way they exist today, but as a checklist that would help people understand the essential criteria and optional components. In 2003, we developed our own 110-item checklist.
Around 2005 or 2006, when eco-labeling and standards were gaining traction in Europe and Asia, the United Nations called upon certification bodies. We were invited because we had our checklist.
I then became more involved internationally and in 2008, I was invited to join the board of The International Ecotourism Society, which was based in Washington, DC at the time.
We played a significant role in launching the Global Sustainable Tourism Council (GSTC) in 2007, as The International Ecotourism Society was part of the founding secretariat for the GSTC. It was a pivotal moment for us, witnessing the global movement towards sustainable tourism practices.
It looks like you had an early start in the field and successfully formed a tight-knit circle of individuals involved in sustainable tourism.
Yes, it was an exciting period because I had the opportunity to meet and collaborate with global players in the field of sustainable tourism.
I established connections with prominent organizations like Conservation International, Sustainable Travel International (STI), Fair Trade Tourism, and more, as we were all working towards similar goals.
Ecotourism, which we believed to be the star of sustainable tourism, eventually became a part of mainstream discourse on responsible travel. Many of the leaders in sustainable tourism organizations today have known each other for almost 20 years.
However, not everything was smooth sailing. The International Ecotourism Society faced challenges when someone attempted to take over the organization for personal gain. As a result, the entire board resigned, and we decided to establish new organizations. My vision was to create a more clustered and interwoven network rather than a global, top-down approach.
In 2017, I founded the Asian Ecotourism Network with a core group of founding members who shared a common vision. When we were just starting, we were fortunate to receive support from DASTA (Designated Areas for Sustainable Tourism Destinations) of Thailand, a public entity that provided us with an office space and full-time staff. But, of course, we are now outside DASTA because we wanted to be a not-for-profit organization.
Ecotourism, which we believed to be the star of sustainable tourism, eventually became a part of mainstream discourse on responsible travel.
Many of the leaders in sustainable tourism organizations today have known each other for almost 20 years.
Could you tell us more about the key objectives of AEN?
AEN has some core objectives, but what makes us unique is our focus on Asia and the Asia Pacific region. We firmly believe that this region is the source market for ecotourism. While many standards in the industry are based on European or Western models, we felt it was crucial to develop our own Asian standard because we understand the nuances and needs of our own region.
For example, take the distinction between culture and nature in heritage sites. In many cases, nature and culture are inseparable in Asia. National parks and protected areas are not just natural sites; they also hold cultural significance, and people live within these areas. So, for us, nature is culture and culture is nature. We wanted to capture these unique aspects and develop our standards based on our common beliefs.
Another important aspect of AEN is our commitment to supporting neighboring countries that may be latecomers to sustainable tourism. Often, smaller countries struggle to have their voices heard on a global scale. We now have 21 member countries, and we have created a strong collective voice. We frequently reach consensus on important declarations, all while aligning ourselves with the GSTC standards. This unity gives us a powerful platform to promote ecotourism effectively.
That's fascinating, Masaru. It sounds like AEN is carving out its own path and embracing its uniqueness. Tell me more about the sense of unity within AEN and how it sets you apart.
Absolutely! AEN is like a big family. Our board members and members share a genuine camaraderie, and we all believe in the core values that led us to establish AEN.
What makes us different from other global regions like Europe, Latin America, or Africa is our approach.
In the West, often decisions are driven by intellectual analysis and financial considerations, which are undoubtedly important.
But at AEN, we also prioritize thinking from the heart. We consider the well-being of future generations and uphold the values of warm hospitality and respect for our ancestors. These shared beliefs unite us more than any standards could. It's a uniquely Asian perspective that we bring to the table.
In many cases, nature and culture are inseparable in Asia. National parks and protected areas are not just natural sites; they also hold cultural significance, and people live within these areas.
So, for us, nature is culture and culture is nature. We wanted to capture these unique aspects and develop our standards based on our common beliefs.
I observed that firsthand during the recent International Ecotourism Travel Mart in the Philippines. The atmosphere was truly like that of a close-knit family.
Exactly! At AEN, we believe that everyone has a responsibility to contribute to ecotourism, and we encourage our members to report their activities at the national level.
However, our perspective is always global, considering the interests of all AEN member countries. This approach sets us apart from other regional networks.
We take pride in this different mindset, which fosters collaboration, knowledge sharing, and collective growth.
It's impressive to see how AEN is actively working to promote sustainable tourism. Could you share some of the key initiatives undertaken by AEN and how they have impacted the industry?
AEN has been involved in various initiatives, but what truly makes us stand out is our diverse expertise and the ability to connect with one another. With 21 member countries, we have a wealth of knowledge and experiences to draw upon. So, if there's a particular topic like marine ecotourism, wildlife or community-based tourism, we function as think tanks, collaborating and providing insights on those areas.
One notable achievement is the development of our Accommodation Standard, which is recognized by the GSTC. This accomplishment demonstrates our commitment to ensuring that accommodations in Asia meet sustainable tourism criteria and contribute to environmental and social responsibility.
Building on this success, we are now taking it a step further by focusing on benchmarking eco resorts and lodges in Asia. This initiative aims to establish clear standards and criteria for establishments claiming to be eco-lodges, ensuring that they genuinely adhere to sustainable practices. By benchmarking these accommodations, we provide travelers with reliable information and foster transparency in the industry.
Additionally, we are in the final stages of developing our Destination Standard. This comprehensive framework will guide sustainable tourism practices at the destination level, encompassing not only environmental considerations but also cultural and social aspects. We recognize that true ecotourism embraces the holistic experience, and our Destination Standard reflects this belief.
Collaboration is at the core of our work. We have been actively working with ASEAN countries to revisit the Ecotourism Standard. While the standard has been developed, its implementation on a commercial level has been limited. Through our efforts, we aim to revitalize and utilize this standard, ensuring its practical application and impact.
Our goal is to combat greenwashing and promote authentic ecotourism experiences in Asia Pacific. We strive to be the source of knowledge and expertise in the region, training the trainers and providing valuable insights to advance sustainable tourism practices.
By setting high standards, fostering collaboration, and embracing our unique perspective, we aim to make a lasting positive impact on the industry and inspire a more sustainable future for generations to come.
Our goal is to combat greenwashing and promote authentic ecotourism experiences in Asia Pacific.
We strive to be the source of knowledge and expertise in the region, training the trainers and providing valuable insights to advance sustainable tourism practices.
What do you believe is the most important step that the travel and hospitality industry should take to become more sustainable?
Sustainability shouldn't be limited to just work—it should be a lifestyle. As an eco-tourist or someone aspiring to be part of sustainable tourism, you have to think beyond yourself. Consider the well-being of your kids, your grandchildren, and the generations to come. It's a natural cause, really. Just like how you wouldn't casually toss away plastic or opt for a walk instead of driving a car because you understand the impact on the environment.
Many people think being sustainable is a daunting task, but it's not entirely true. The key is to start somewhere, even with small but tangible actions. It's easy to talk about it, but the real change happens when you implement those ideas into action.
Why do you think many brands and people are still not so committed or not embracing ecotourism or sustainability yet? What are the key challenges?
I believe many brands and individuals are still testing the waters, not fully realizing the urgency of the situation. It's easy to procrastinate and assume that someone else will take care of the issues at hand.
But here's the thing: real learning and change happen when we take lessons to heart and translate them into action. It's about recognizing that our beaches are being polluted by plastic waste, glaciers are melting, and natural disasters like landslides are becoming more frequent.
However, people often fail to grasp the gravity of these issues until they personally experience the consequences. They may acknowledge the problems or hear about them, but taking real action becomes a challenge. That's the difficulty we constantly face — the gap between awareness and action.
When it comes to certification, what is your opinion on the role of certification schemes and standards in promoting sustainable tourism, and how can these be made more accessible and effective for smaller-scale tourism operators?
Personally, I must say I'm not a huge fan of certification, but that doesn't undermine its importance. Certification helps us understand the criteria and acts as a checklist, revealing elements we might not have thought about before. It can be eye-opening and a valuable learning tool.
For Asia, we believe it's crucial to approach certification from a bottom-up perspective. It's important to understand the criteria and use certification as a checklist to learn about elements we may have never considered before.
In our approach, we focus on recognizing the good guys within the industry or destinations. AEN is working on training people and trainers, and creating ripple effects on the ground, starting from the grassroots level. However, we also recognize the value of certification for those seeking recognition.
But certification alone is not the ultimate solution. Our emphasis is on working with the majority and influencing the broader audience who have more reasons to be sustainable. It's about fostering a mindset shift and encouraging people to make choices aligned with sustainability, even without immediate certification.
In our approach, we focus on recognizing the good guys within the industry or destinations.
AEN is working on training people and trainers, and creating ripple effects on the ground, starting from the grassroots level.
However, we also recognize the value of certification for those seeking recognition.
Looking forward, what do you believe are the most important priorities for the sustainable tourism industry in Asia, and how can we ensure that progress is made towards these goals?
The sustainable tourism industry in Asia needs more active involvement from various stakeholders.
Media plays a significant role in voicing the critical issues at hand.
However, mere thoughts and discussions are not enough. We need to implement sustainability practices with sincerity and wholeheartedness, allowing our actions to speak louder than words.
Ultimately, we aim to instill these values in the younger generation, passing on the initiatives we have undertaken and ensuring a sustainable future for Asia.
If you know someone who deserves recognition as an Asia’s Sustainable Travel Changemaker, please click on the link below to nominate your candidate or even yourself. Or you can also email us directly. Please read our privacy policy.
MORE FROM ASIA SUSTAINABLE TRAVEL BRIEFING
