Sustainability a buzzword?

In today’s world, sustainability has become a buzzword. From global corporations to small businesses on tropical islands, everyone seems to be riding the green wave. But there’s a critical question we need to ask ourselves—and others—more often: Are we really environmentally aware, or is it just a clever marketing campaign?

The Rise of Eco-Marketing

Travelers are increasingly looking for eco-friendly destinations. Platforms like Booking.com and Airbnb have begun highlighting properties that follow “sustainable practices.” On paper, this trend seems like a victory for environmental protection. But in practice, what often emerges is greenwashing—the act of misleading consumers into believing a company is more environmentally friendly than it actually is.

Take a closer look at tourism on islands like Gili Air, nestled in the Gili Matra Marine Park in Indonesia. Walk around, and you’ll quickly discover that many resorts, restaurants, and dive shops describe themselves as “eco,” “green,” or “sustainable.” But does this label mean they’re making a real impact?

What Does “Sustainable” Really Mean?

It’s easy to showcase a few green features inside a resort—separating trash, offering biodegradable toiletries, or using energy-saving lights. While those are commendable steps, true sustainability goes beyond resort walls.

Environmental awareness is not limited to water refill stations and bamboo straws. It involves a holistic commitment to the health of the surrounding ecosystem, compliance with local regulations, and support for the local community and environment.

Unfortunately, many so-called “eco” businesses do not extend their sustainable practices beyond their property. Outside their resorts, the beaches are littered. Marine ecosystems continue to degrade. Development along the coastline ignores zoning regulations, contributing to beach erosion. Few seem concerned about preserving the very environment that draws tourists to the island in the first place.

The Disconnect Between Image and Impact

In Gili Air and similar destinations, the disconnect between marketing and action is stark. While some businesses proudly advertise their commitment to the United Nations 17 Sustainable Development Goals (SDGs), they fail to engage in meaningful local environmental efforts.

• Where are these businesses during beach cleanups?
  Cleanups are often organized by a small handful of committed individuals or dive shops. The majority of businesses who claim to be eco-conscious are nowhere to be seen.
• Who supports conservation projects financially or logistically?
  Equipment such as glass cutter machines or brick makers from recycled waste often rely on donations. Yet very few businesses step forward.
• Are local NGOs being supported?
  NGOs working to protect marine life or raise awareness about environmental laws often struggle without business sponsorship or collaboration.
• Is there participation in community socialization events?
  Efforts to educate both locals and expats about marine park regulations and building laws are essential. But again, most eco-branded businesses are absent.

These are the areas where the reality of sustainability is measured—not in the carefully worded brochures or polished Instagram posts.

Real Eco-Tourism Is Community and Conservation-Driven

A truly environmentally aware business doesn’t isolate its sustainability to what guests can immediately see. It’s involved in:

• Supporting local and national conservation initiatives
• Respecting marine park regulations and construction zoning laws
• Participating in or hosting environmental workshops and socializations
• Reducing its entire environmental footprint, including waste disposal off-island
• Investing in long-term solutions such as reef restoration, eco-brick programs, or animal welfare

Sustainability is a long-term commitment, not a checklist.

What Should Conscious Tourists Ask?

If you care about where your money goes, it’s important to dig deeper than the marketing claims. When choosing where to stay, dive, or eat, ask businesses the following:

• What are you doing outside your property to protect the island?
• Do you participate in beach or reef cleanups?
• Are you part of any marine conservation programs?
• How do you handle construction—do you follow zoning laws?
• Do you support any local NGOs or sustainability initiatives?
• Do you provide environmental education to your staff?

A business that is truly sustainable will not hesitate to answer these questions transparently. If their only answer is “we have refill bottles and separate trash,” it may be time to look elsewhere.

A Wake-Up Call to Businesses

If you’re a business owner operating in an environmentally sensitive area like Gili Air, it’s time to reflect: Are your actions aligned with your brand? Are you contributing to the long-term survival of the island and its marine ecosystem, or simply benefitting from it?

There’s nothing wrong with promoting eco-friendly features—if they’re genuine. But today’s traveler is more informed than ever, and authenticity matters. Being sustainable doesn’t mean you need to solve every environmental issue alone, but it does mean:

• Showing up for the community.
• Participating in the collective effort.
• Not turning a blind eye once guests leave the premises.

Environmental awareness is not an accessory—it’s a responsibility.

Sustainability Starts with Integrity

Eco-tourism has the potential to transform places like Gili Air into models of sustainability. But only if businesses move beyond marketing and start engaging in meaningful environmental action. If we want future generations to enjoy coral reefs, unspoiled beaches, and thriving marine life, then talking green must become acting green.

Tourists, residents, and businesses alike have a role to play. So next time you’re considering a resort, a restaurant, or a dive shop that claims to be “eco-friendly,” don’t just read the label. Ask the questions, look around, and find out—are they walking the talk or just riding the trend?