Jevons’ Paradox: Why More Efficiency Won’t Save Us

The logic seems airtight: make something more efficient, and we’ll use less of it. Less energy per mile, less fuel per flight, less data per query. But history says otherwise.

Jevons’ Paradox tells us that when a resource becomes more efficient to use, total consumption often skyrockets instead of shrinking. The 19th-century coal engines burned fuel more efficiently, and coal use exploded. Cars became fuel-efficient, so we drove more. AI models now run on fewer watts per query, yet demand for AI is surging.

And here’s the kicker: the same applies to energy in travel. Make aviation biofuel 10% more efficient, and what happens? Flights become cheaper, demand rises, and more people travel. Hotels get better at optimizing electricity use, and instead of reducing consumption, they add more tech-powered luxury. AI promises streamlined logistics and sustainable travel planning, but if it makes travel easier and more accessible, do we really travel less?

The paradox isn’t just about energy, it’s about behavior. It’s about the way we respond to abundance. AI will make travel smoother, cheaper, and more personalized. That’s a good thing, right? Sure, but what if it leads to a world where people travel so much that any environmental gains from efficiency are wiped out?

So, the real challenge isn’t just making things more efficient, it’s deciding what we do with that efficiency. Do we take the savings and reinvest them into less impact? Or do we follow the pattern of history, where efficiency just fuels more consumption?

Because if AI makes travel effortless, the real question isn’t whether we can travel more, it’s whether we should.

Let’s face it, truly sustainable tourism is a myth. Every trip leaves a footprint. But that doesn’t mean we’re powerless.

The goal isn’t perfection; it’s progress. More sustainable tourism means making choices that do less harm and more good. It’s about designing experiences that protect what’s fragile, support what’s local, and create value that lasts longer than the journey itself.

The secret? Simplicity and impact. Travelers don’t need lectures, they need options that are easy, meaningful, and better than the alternative. Make sustainability the path of least resistance, and they’ll follow.

We can’t make tourism perfect, but we can make it better. One step at a time.

Why I Don’t Sign NDAs

Over the years, I’ve helped countless companies, startups, established firms, big ideas, small projects. Every now and then, someone asks me to sign an NDA.

I always say no.

Here’s why:

1. NDAs signal secrecy, and secrecy raises red flags. If a company feels an overwhelming need for an NDA, it often indicates something isn’t right, paranoia, lack of trust, or even questionable practices.

2. Common sense and existing rules already cover confidentiality. Professionalism and basic ethics ensure I won’t share sensitive information. I don’t need a piece of paper to remind me of that.

3. Openness builds stronger companies. The most innovative and forward-thinking businesses don’t fear sharing ideas, they embrace it. Transparency is not a threat; it’s an advantage.

If a company demands secrecy before trust, it’s likely not the kind of company I want to work with. Ideas thrive in the open, and businesses that understand this are the ones best prepared for success.

NDAs? Hell no. Instead focus on building something worth sharing.

You’ll never meet a traveler in an Excel sheet. They’re not in the numbers, the percentages, or the pie charts. Real travelers walk among us, making choices that no survey can predict. Yet every year, tourism clings to data proclaiming things like that that people want to travel sustainably.

But here’s the truth: intent isn’t action. Statistics might sound convincing, but they don’t capture the messy, emotional, and often contradictory decisions people actually make.

Stop chasing broad trends and start observing real behavior. Talk to your guests, listen to their stories, and focus on what they do, not just what they say. My best tip: Ask what they did last time they traveled, it will show actual action, they remember it better and are much better help.

Because travelers aren’t hiding in surveys, they’re out there, waiting to be understood.

Travel used to mean freedom. A break. Anonymity. You packed your bag, stepped out the door, and left the world behind. Now? You bring the world with you.

Your phone knows where you’re going before you do. Google tracks your every search. Tripadvisor asks you to review every bite of your meal. Every step, photo, and payment adds to a growing digital profile, your digital profile.

Even in the remotest corners of the planet, you’re never really disconnected. A photo uploaded later, a credit card swipe, a GPS ping, all of it is logged. AI watches, algorithms predict, and data is sold.

Travel hasn’t been private for a long time. It’s a performance, curated and judged by platforms that profit from your every move.

But here’s the paradox: the freedom we travel to find has been replaced by the surveillance we willingly accept. Are we exploring the world, or letting the world explore us?

The real question isn’t where you’re going but what you’re leaving behind. If you want an escape, you might have to unplug first.

Todays article is a long-read and it took a while to write. But, this is important stuff.

The greater good often hides behind numbers, counting fleeting tourist happiness while ignoring long-term local impacts. When cruise ships leave little money but plenty of emissions, the equation becomes skewed against those who live there. True balance means weighing joy not just in quantity, but in depth, fairness, and sustainability.

Starting a business is like running a waffle shop in your backyard, it’s all about understanding the financial flow. Whether you’re launching a travel business or any other venture, the way you structure payments and revenue can make all the difference.

Here’s a simple story to help illustrate how different business models affect your financial needs and growth potential.

Tourism has the power to transform communities, preserve culture, and protect nature. Yet, too often, it leads to exploitation and erosion instead of empowerment and preservation. Local, community-driven initiatives show how tourism can deliver lasting benefits by keeping profits local, celebrating culture, and protecting nature.

Challenges like skill gaps, economic leakage, and financial barriers exist, but they can be overcome. Training programs, supporting local suppliers, and sustainable tourism models can help communities thrive while preserving their heritage and environment.

Tourism can be a force for good, but it requires intention, collaboration, and a willingness to do things differently.

Everest, once the ultimate symbol of challenge and purity, is now a stark reflection of tourism gone awry. Long lines of climbers snake up the mountain, stepping over frozen bodies to reach the summit. Trash litters the trails, and the constant hum of helicopter blades shatters the serenity. What was once a sacred pursuit has become a circus.

Tourism holds the promise of prosperity, but when profits take precedence over preservation, we risk destroying the very landscapes and cultures we claim to admire. The solution isn’t as simple as banning helicopters or capping visitors; it’s about shifting our mindset, prioritizing impact over indulgence.

The real summit isn’t reaching the top; it’s ensuring the beauty and integrity of these places endure for generations to come. Because in the end, what matters isn’t the mountain we conquer, but the legacy we leave behind.

The Placebo Industry thrives on giving us something to feel better. A spot on a "Top 10" list? Instant validation. A report from recognized consultants? Proof. An ad on Times Square? Solid statement. Carbon offsetting? A quick emotional lift. Luxury goods? Not because they’re better, but because they make us feel successful.

It’s all about the illusion of progress. Dietary supplements, Wellness and self-help retreats, ticking off another box on your bucket list, posting it on social media, they don’t create real change, just a temporary high. They make us feel like we’ve done something meaningful, without actually doing anything. We know it, but think that doing something is better than doing nothing.

And this happens more frequently in the public sector too. Spend the budget to avoid cuts next year. DMOs run the same way, often more focused on looking like they’re achieving than actually making a difference.

By all means, placebo can work. For example, when you’re at the doctor and all you needed was someone to care. But, I think it can be smart to think a little bit more.

How to create Remarkable Tourism Products:

Tourism is more than just selling a bed or an activity, it’s about solving real problems and meeting genuine needs. The most remarkable experiences aren’t just "nice" or "good", they’re the ones that stand out. If you want to create something truly exceptional, focus on the customer, listen to their needs, and innovate in ways that matter to them, not just to your business.

Volume over perfection. Come up with lots of ideas, test them, and let the best ones rise to the surface. Don’t be afraid to fail, every mistake is just another step toward understanding your customers better and getting closer to what they really want.

Innovation isn’t just about new products; it’s about refining the whole experience, how you deliver, how you market, and how you make your customers feel. So ask yourself: How can your business make someone’s experience unforgettable? When you solve a real problem, they’ll not only love it, they’ll share it.

Let’s keep pushing boundaries and focus on the value we can create. If we want people to choose companies and experiences with a positive impact, we need to make those experiences better. Let’s make sustainability sexy.

Climate and Tourism: Can Technology Save Us?

Let's be honest. To continue traveling, we’re faced with two options: better technology or massive behavior change. While changing behavior is difficult and unlikely to happen at the scale we need, technology must be a big part of the solution.

I’m optimistic by nature. I believe we can eliminate these emissions with technology, combined with nature-based solutions, of course.

The question is: when?

The answer is likely: when we invest enough in it.

Right now, we’re not investing nearly enough. We pretend to, but we don’t. We do what’s easy, we reuse towels, solar panel golf cars, buy offsets. These actions don’t move the needle. Actions that aren’t really actions.

To make a real difference, we need to invest where it matters most: the journey itself. The travel to and from destinations is where the carbon footprint really adds up. Right now, we’re stuck on temporary "solutions". Biofuels, offsetting, and smart route planning. Band-aids, painkillers, but these don’t even begin to match the scale of the problem. A problem that scale more in volume, than the steps can fix.

Current technologies like biofuels and electricity are important but aren’t game-changers. Sustainable Aviation Fuels (SAF): still rely on combustion, releasing CO2 into the atmosphere. Expensive, resource-intensive, and requiring vast areas of land, unsustainable in the long run. There are not enough margins in airlines to invest in sustainable fuel, so they need such creative equations and off-setting to stay in business.

The solution is likely not more of the same.

We need to invest in the right place, breakthroughs that reduce emissions before we even reach our destinations. It is possible to fix these issues, the energy is here already. The sun alone produces more energy than we could ever use, every day.. We just need the technology to harness it at scale.

Promising technologies are in development, but they need significant investment and time to scale. These technologies offer the potential to reduce carbon footprints without making travelers the scapegoat. Technology, policy, incentives and investments are key to solving this.

The question is: are we ready to invest in the change we need?

As usual, the solution might come outside tourism industry, but we shouldn’t rely on it... Take Norway’s oil giant, Equinor. They rebranded (from Statoil) to focus on renewables, but in reality, only 0.13% of their investments are in renewables. To be honest, they don’t prioritize this. They pretend.

Just like the travel industry. So, until we see investments leading to breaktroughs, we probably need to adjust our behavior. At scale.

It didn’t take long for people to laugh at AI, dismissing it as nothing more than an amusing tool spitting out nonsensical texts. And who can forget the NFT craze when it started with monkey pictures? Add in crypto, VR, AR, and even the Internet itself, at first, each of these seemed laughable. But here’s the thing: new technology always seems ridiculous or overrated at first, until it doesn’t.

People tend to overestimate the short-term impact of new technology while underestimating its long-term effects. This is completely natural. When something new emerges, it often requires time to mature. The surrounding technology and market have to adapt. It’s a phase of uncertainty before it becomes something transformative.

In the travel industry, technology has become the great equalizer. It’s no longer just about booking a flight or finding a hotel room. Today, it’s about completely reshaping how we experience the world. Innovations like artificial intelligence, sustainable energy solutions, and immersive virtual experiences are changing the way we travel, allowing us to explore places in ways we never thought possible.

Technology is democratizing travel in ways we couldn’t have imagined just a decade ago. It’s making travel more accessible to people from all walks of life, empowering us to create personalized experiences that resonate with our values. We’re now moving beyond the cookie-cutter vacations and standard tourist traps. Thanks to technological advancements, we can seek out deeper, more authentic experiences that go beyond traditional tourism.

But here’s where it gets complicated: this has to go hand in hand with natural solutions. Technology alone won’t save the planet or preserve the beauty of the destinations we cherish. As technology continues to evolve, it will reshape the tourism industry in profound ways, but we need to ensure it works in harmony with sustainable practices that protect the environment.

It’s not enough to just be ready for the change. We must decide how we’re going to harness these technological innovations. The question isn’t whether we’re prepared for the transformation, but how we use these tools to create a travel experience that is sustainable, meaningful, and connected to the world around us.

The future of travel lies in our hands. The journey ahead will be shaped by the way we choose to adapt to and apply the new technology at our disposal, while ensuring it aligns with the natural solutions needed for a truly sustainable future. Technology will continue to revolutionize travel, but it’s up to us to guide its evolution and use it to craft a richer, more inclusive travel experience for generations to come.

An open letter to governments: Tourism needs serious political regulation. Now!

Tourism has always been the silent giant – growing steadily, unnoticed, until suddenly it was too big to ignore. For years, politicians shrugged it off, assuming it would run its course like any other industry. But now, the monster is roaring, and it’s creating tension on all fronts. Overcrowded streets, polluted environments, strained local infrastructure, and the rise of short-term rentals pushing out residents. Add to that the growing issues of labor rights, where workers in hospitality and gig economy jobs face exploitation, and the struggle of indigenous communities whose lands and cultures are commodified for visitors. Immigration policies are also being scrutinized as countries balance the need for tourist dollars with security concerns.

Ironically, it’s the sheer size of the beast that’s finally forcing the conversation. What once seemed harmless now threatens the very essence of the places it touches.

Tourism isn’t just an industry anymore; it’s a political issue, and the question isn’t whether it will grow, but how we can manage it without destroying the things that made it worth visiting in the first place.

Nature-Based Solutions to Human-Made Problems in Tourism

We hear a lot about sustainability, but what if we looked at it from a different angle? What if we stopped trying to patch things up and instead turned to nature for the answers? Nature-based solutions aren’t just trendy words, they’re an important part of the future of tourism.

Picture this: a tourism model where we don’t just minimize our impact, but work with nature to repair what we've broken. A model where every experience doesn’t just leave no trace, it actively heals the land we visit.

In tourism, it means building with the land, not against it. It means creating experiences, accommodations, activities, even entire journeys, that don’t just respect ecosystems but help them thrive. And here’s the kicker: these aren’t just ideas for the distant future. They’re happening right now, in places where travelers understand that the best way to experience a place is by preserving it.

What if the future of travel wasn’t about escaping to artificial paradises? What if it was about immersing ourselves in ecosystems that regenerate instead of degrade? Could this be the real future of sustainable tourism?

The question isn’t what we need to save. It’s what we can create, together with nature.

My mother-in-law grew up in a Lule-Sami community in the far north, where she lived in harmony with nature, tending reindeer as they roamed the mountains. My children are partly of Sami heritage, and perhaps that has sparked an interest which, over time, has helped me be more curious on the profound wisdom of indigenous communities who have lived this way for centuries, embracing reciprocity, maintaining balance with nature, and thriving in ways that don’t deplete resources.

We’ve forgotten much of that wisdom, but it’s time to remember. It’s time to listen. The relationship indigenous people have with the land is not one of exploitation, but one of mutual benefit. What if tourism could be rooted in that same idea?

What if we worked with nature instead of taking from it? What if this is how tourism should have always been?

It’s not about fixing the past. It’s about creating a future where travel and nature coexist, where the land we visit is better for having welcomed us.

Is tourism education failing?

“I never let my schooling interfere with my education.”

Tourism is an industry undergoing rapid change, and to make it more sustainable, the way we learn within it needs to evolve as well. Traditional education systems struggle to keep pace with the speed of technological advancements, shifting consumer expectations, and the growing demand for sustainable practices.

To make travel more sustainable, we need more knowledge, real life knowledge, not just theory, but practical experience and insights that can only be gained through immersion in the field.

The opportunities in tourism have always been vast, especially for those who fall outside traditional educational paths. It’s an industry where experience matters more than a degree, where people who might not fit into conventional molds find their place.

But as we face new challenges in making tourism more sustainable, the knowledge we need to address these challenges must also evolve. How can we ensure that learning keeps up with the rapid changes in sustainability, technology, and community engagement?

We know we need more expertise, but we’re still figuring out the best ways to provide it. Richard Elmore, a prominent educational researcher from Harvard, argues that learning is changing in five major ways. Can tourism education adapt to these shifts to help us become more effective at building a sustainable future?

1. Content is Everywhere – Learning no longer requires a classroom or textbook. Knowledge is now at our fingertips, accessible anytime and anywhere. So why do we still rely on outdated methods to teach about sustainability in tourism?

2. Teachers are Everywhere – Expertise is not confined to traditional educators. Everyone has something to teach. Can we tap into the knowledge of local communities, travelers, and industry experts to teach sustainability in real time?

3. More Personalized – Education is becoming more tailored to individual needs and preferences. How can we create learning experiences in tourism that are more personalized, helping individuals and organizations focus on specific sustainability goals?

4. Networks are the New Classroom – Collaboration and peer-to-peer learning are central. In tourism, networks, not just physical classrooms, are where knowledge is exchanged. Could we build global networks of sustainable tourism professionals and local communities to learn and share ideas in real time?

5. Learning Happens Everywhere – Education is no longer restricted to schools. It happens in workplaces, online, and in everyday experiences. How can we create a learning environment in tourism that happens in the field, on the ground, and in communities where sustainable practices are being tested and perfected?

The question is, how do we apply these shifts to the tourism industry to make it more sustainable? How can we create learning environments that are flexible, accessible, and reflective of the rapidly changing world we live in?

The opportunities to make tourism more sustainable are vast, but the path forward is unclear. The industry is ready to embrace change, but to make it happen, we need to rethink how we learn, how we teach, and how we share knowledge.

This isn’t just about improving tourism education, it’s about transforming it to meet the challenges of today and tomorrow.