We are all caring for nature, just differently

Loving nature can feel like an identity, a badge of honor for those who care deeply about preserving ecosystems, protecting wildlife, and valuing the planet’s beauty. It brings us together, forming a tribe of people who believe in the importance of leaving the world better than we found it.

But in tourism, this love for nature can create a divide. Those of us who champion sustainable travel may see ourselves as part of the solution, quietly judging those who don’t seem to “get it.” Yet the reality is more complex. Every traveler comes from a different place, not just geographically but in their understanding of and ability to prioritize sustainability.

It’s important to remember: we all engage with nature differently. For some, it’s through eco-conscious choices like staying in off-grid lodges or eating locally sourced meals. For others, it might be as simple as marveling at a sunset or teaching their children to respect the environment.

Everyone’s starting point is different, and that’s okay.

Tourism as a Platform for Connection

Tourism has the power to bring people closer to nature, even those who don’t yet see themselves as its stewards. A hike through a pristine forest, a conversation with a local farmer, or witnessing the resilience of wildlife can plant seeds of care and curiosity.

But this requires tourism providers to look beyond rigid ideals. Instead of labeling some travelers as “good” and others as “bad,” we can focus on creating experiences that inspire connection and understanding. Sustainability isn’t a moral high ground, it’s an ongoing journey, and everyone is at a different point on the path.

Empathy Creates Bridges

It’s easy to forget that those who don’t seem to care about sustainability may be wrestling with their own challenges. Life isn’t simple, and many people are preoccupied with struggles that leave little room for thinking about the environment. Travel can serve as a moment of inspiration for these individuals, but only if they’re met with empathy, not judgment.

As an industry, we can ask ourselves: How can we lower the barriers to sustainable choices? How can we create systems that welcome everyone, regardless of their starting point, and gently nudge them toward a deeper connection with the natural world?

A Shared Responsibility

Caring for nature doesn’t look the same for everyone, and it doesn’t have to. What matters is that we build systems that make space for all types of travelers, whether they’re seasoned conservationists or newcomers just beginning to see the value of sustainability.

Tourism isn’t just about places; it’s about people. And if we approach every traveler with curiosity and compassion, we might find that the gap between “us” and “them” isn’t so wide after all.

In the end, we all care for nature. We just do it differently. And that’s what makes the journey toward sustainability rich, complex, and worth pursuing.