Expert advocates for responsible tourism at global tourism sustainability forum 2022

At the Global Tourism Sustainability Forum 2022 in Abuja, Nigeria, Valentina Ijeoma Akpa, Chief Operating Officer of Juyonna Travels and Tours, delivered a powerful keynote address emphasizing the importance of sustainability in tourism.

Her speech resonated deeply with industry leaders, policymakers, and travel professionals, offering a clear roadmap for more responsible tourism practices.

Akpa, a renowned advocate for sustainable travel, captivated the audience with her commanding yet approachable presence. Drawing from her background in international relations and geography, she shared a personal connection to the challenges and opportunities within sustainable tourism.

“Tourism has the power to uplift communities, preserve cultures, and support local economies,” she stated.

“But it also carries the risk of exploitation and environmental degradation when not managed responsibly. My mission is to champion travel that enriches both the traveler and the destination, ensuring that resources and traditions are protected for future generations.”

Her address highlighted the dual impact of tourism and stressed the need for a balanced approach that benefits both travelers and local communities.

Akpa’s address was not merely a call to action; it was a blueprint for sustainable tourism practices that cater to a new generation of travelers.

She spoke about the rise of conscious travel, where tourists are no longer content with merely visiting destinations but want to ensure their journeys contribute positively to the environment and the communities they encounter. “Today’s travelers seek experiences that are meaningful, memorable, and mindful,” she said. “As an industry, it’s our duty to meet this demand with integrity and innovation.”

Drawing on her leadership at Juyonna Travels and Tours, Akpa detailed how her organization has implemented eco-conscious practices such as promoting carbon-neutral transportation, supporting eco-friendly accommodations, and creating itineraries that immerse travelers in local culture while directly benefiting host communities. “Every traveler is different, and personalization is key,” she emphasized. “But whether it’s a solo adventure or a family trip, sustainability can and should be woven into every aspect of the journey.”

Her message was clear: the path to sustainable tourism doesn’t require radical overnight changes but a commitment to consistent progress. “Start small,” she urged her peers in the industry. “Partner with eco-conscious suppliers, reduce waste in your operations, and educate clients on making responsible choices. These incremental steps, over time, create a strong foundation for a more sustainable industry.”

Collaboration was another cornerstone of Akpa’s speech. She underscored the importance of a united effort between travel agencies, governments, local communities, and travelers themselves to reshape the industry. “Sustainability isn’t a solo effort,” she noted. “It’s a collective journey. By working together, we can shift the focus from the quantity of travelers to the quality of experiences, enriching destinations while preserving their cultural and natural heritage.”

The audience’s response was overwhelmingly positive. Attendees at the forum stood and applauded, inspired by Akpa’s vision of a travel industry that balances growth with responsibility. For many, her words were a wake-up call to rethink their approach to tourism and embrace practices that prioritize the long-term health of the planet and its people.

As the event concluded, Akpa reflected on the progress being made within the industry and the road ahead. “The shift toward conscious travel is encouraging,” she said. “We’re witnessing a culture that values connection, respect, and responsibility. I’m excited to see how we can continue to innovate, ensuring that tourism becomes a force for global good.”

The Global Tourism Sustainability Forum 2022 was not just another industry event—it was a turning point. Akpa’s address reminded everyone present that sustainable tourism is not just an ideal; it is a necessary framework for the future. Her passion and expertise have made her a leading voice in this movement, inspiring others to join her in reshaping travel for the better.

As attendees left the forum, many carried with them a renewed commitment to sustainability, ready to implement changes in their own operations. Akpa’s message resonated deeply: the journey toward responsible tourism is a shared responsibility, one that holds the promise of a brighter, more sustainable future for the world of travel.