As sustainability claims in travel are increasingly examined, a deeper dialogue is developing within the industry. While metrics regarding environmental impact and operational criteria have long been the focus of responsible tourism narratives, discussions about ownership, governance, and the ultimate direction of tourism value are starting to gain prominence. In a conversation with Ewan Cluckie, Chief Growth Officer at Tripseed, the Thailand-based travel company’s recent People and Planet First verification highlights a shift from mere recognition to structural transformation. Cluckie believes this verification emphasizes the design and governance of a business rather than its ability to market sustainability credentials effectively.
Why governance remains the industry’s blind spot
Cluckie asserts that discussions surrounding sustainability in travel have often concentrated on environmental management due to their visibility and ease of measurement. However, topics such as governance, ownership, and profit distribution provoke more challenging inquiries about power, control, and accountability. In regions like Thailand, these concerns are exacerbated by structural risks, including illegal nominee shareholder agreements and widespread tax evasion. Cluckie points out that such practices allow companies to appear locally engaged while extracting value abroad, frequently without being subjected to scrutiny from conventional sustainability frameworks. Sustainability risks becoming performative rather than transformative if ownership and governance are left unchecked.
Local ownership as accountability, not branding
Tripseed’s majority women-owned and locally owned structure significantly influences its responsible tourism approach. Cluckie explains that local ownership leads to experiencing the long-term impacts of tourism practices firsthand, whether through economic leakage or environmental and reputational harm. The majority women-owned status has also influenced leadership culture and commercial priorities, focusing on pay equity, inclusion, and supplier relationships. He notes that lived experience matters, as many Thai women contend with dual discrimination in regional tourism businesses. Those realities shape Tripseed’s structure and partner expectations.
Making tourism economics visible
One of Tripseed’s most notable initiatives is its Economic Distribution Disclosure Initiative, which transparently maps how tourism revenue flows within various locales. Reactions have varied, with some partners welcoming the openness as a means to boost accountability, while others feel discomfort when data reveals how little revenue remains locally. Cluckie insists this discomfort is vital. “Without transparent insight into economic flows, meaningful discussions about reform or long-term effects are impossible.”
Demand for in-depth verification is rising, particularly among international tour operators and travel advisors who are increasingly cautious about reputational risks. Cluckie believes the dialogue is evolving from superficial certifications to inquiries about ownership structures, governance, and the durability of commitments under commercial strain. This evolution is supported by changing regulatory frameworks in Europe, such as the Corporate Sustainability Reporting Directive and proposed Green Claims rules, which enhance expectations for accuracy and verifiability of sustainability claims across travel supply chains.
Looking ahead to 2026 and beyond
Cluckie envisions a divergence in responsible tourism in Southeast Asia rather than a convergence. One side will feature businesses prioritizing volume and pricing competition, often backed by superficial sustainability messaging. Conversely, a smaller, but expanding segment will integrate responsibility into ownership, governance, tax practices, and economic contributions. While social enterprises may not displace traditional tourism businesses, they can demonstrate viable alternatives. For Tripseed, being among the first in Asia to earn the People and Planet First verification serves as a signal that structurally responsible models are not only achievable but increasingly vital as the industry approaches 2026.
