Beyond sustainable tourism being a buzzword of the travel and tourism industry, it is a noble practice defined by the UN Environment Program and UN World Tourism Organization as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities.” It can also be described as economic development that is conducted without depletion of natural resources. Encouraging it is, to see the practice being embraced by an increasing number of players of the African tourism industry for some time, much to the improvement of the way we understand and appreciate it, besides the added value of a better tomorrow for the triumvirate of the environment, communities, and tourism industry players that are positively affected or impacted by it. In this article, our Senior Writer Martin Chemhere, brings you more on the topic. One of the tourism operators taking sustainable tourism to the next level in Zimbabwe and Africa is Pure Africa, based in Victoria Falls City, Zimbabwe. Jointly owned by mother-son duo Elisabeth and Raphael Curiger, with Elisabeth on the ground in Victoria Falls Zimbabwe overseeing every aspect of the day-to-day operations, and Raphael supporting from his base in Zurich when starting this venture in 2013 they were not established, tourism operators. Says Elisabeth Curiger, MD of the company: “This gave us the luxury of a different perspective. We had seen what other operators and industries in other geographies were embarking on,…
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