FAIR TRADE TOURISM: AFRICA’S SUSTAINABLE FUTURE

By Martin Chemhere

Fair Trade Tourism (FTT) stands as a vital not-for-profit force, dedicated to transforming the tourism sector across the African continent. This organisation acts as a crucial networking hub, providing essential business support and a robust certification program designed to embed responsible tourism practices within the very fabric of tourism operations.

FTT champions the adoption of its six core principles, ensuring that ethical considerations are paramount in every facet of the tourism experience. Their approach is collaborative, forging partnerships across the entire tourism value chain, from grassroots micro-enterprises within local destinations to large-scale tour operators in key international markets. This collaborative effort ensures that the communities whose cultural heritage, land, and natural resources facilitate enriching travel experiences are not only beneficiaries but are also empowered guardians of their invaluable assets.

Tracing its roots back to a project conceived under the International Union for the Conservation of Nature (IUCN) – South Africa in 2001, FTT evolved into an independent entity in 2004. Since then, it has consistently provided leadership in promoting responsible and Fair Trade Tourism, not just within Africa, but on a global scale. Notably, in 2012, FTT’s certification standard achieved recognition from the Global Sustainable Tourism Council (GSTC), demonstrating its commitment to international best practices.

While current financial constraints prevent the maintenance of that specific endorsement, FTT remains steadfast in its dedication to upholding the highest standards in sustainable tourism certification. This includes rigorous independent audits and a continuous process of revising its standards to ensure they remain relevant, aligned with best practices, and responsive to the evolving sustainable development priorities that tourism businesses must address.

FTT’s vision is to establish global leadership in fair, participatory, and sustainable tourism. Its mission is to cultivate a market for Fair Trade Tourism that yields tangible benefits for people, businesses, and the environment. This mission is underpinned by six fundamental principles: fair share, fair say, respect, reliability, transparency, and sustainability. These principles guide tourism businesses towards equitable practices, encompassing fair income distribution, participatory decision-making, respect for human rights and cultural norms, reliable service delivery, transparent accountability, and a commitment to environmental and economic sustainability.

The organisation is working across the African continent to ensure that these principles are upheld. This involves promoting safe working conditions, gender equality, environmental conservation, and support for historically disadvantaged entrepreneurs.

Through fostering these values, FTT strives to create a tourism industry that not only provides exceptional travel experiences but also contributes positively to the well-being of local communities and the preservation of Africa’s rich natural and cultural heritage.