How I Transformed Sustainability from a Buzzword into a Business Strategy in Tourism and MICE?
Dr Nisha Abu Bakar
MOST INSPIRING WOMAN IN TRAVEL (ASIA) 2024 I LinkedIn Top Voices I Tourism, Hospitality and & MICE Consultant I Sustainable Tourism Consultant I Tourism Keynote Speaker I Enabler of Women Empowerment I TEDx Speaker
Moving from Trend to Transformation
Sustainability in tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) has often been misunderstood. For years, it was seen as a buzzword, something you mentioned in annual reports or added to a campaign for optics. But for me, sustainability is not just a trend. It is a long-term business strategy that drives value, builds resilience, and shapes the future of our industries.
Over the last 25 years, I’ve worked across tourism, hospitality, and events, wearing many hats as a consultant, trainer, academic, and speaker. My mission has been clear: to help businesses and professionals move beyond checkbox sustainability into real, measurable, and impactful action. From delivering Global Sustainable Tourism Council (GSTC) training to hotels and destination management companies (DMCs), to leading sustainability certifications with SACEOS in the MICE space, I’ve witnessed firsthand how the narrative is shifting.
In this article, I’ll walk you through how I helped turn sustainability from a passive concept into a proactive strategy—shaping brands, empowering people, and influencing global change.
The Moment It Became Personal
My passion for sustainable tourism didn’t begin in a boardroom. It started in a quiet conversation with a local family in a coastal village that had been overrun by mass tourism. What was once a peaceful community with rich traditions had become dependent on seasonal visitors, struggling with waste management, and losing its cultural identity.
That moment stayed with me. It made me question the very systems we were promoting in tourism, growth at all costs, without respect for the host communities or environment. I began to ask: What if we could design tourism and events differently? What if sustainability wasn’t the afterthought but the blueprint?
That’s when I knew my next chapter would be different.
Building Expertise, Becoming a GSTC Trainer
If I wanted to change the narrative, I had to ground my knowledge in global frameworks. That’s when I pursued certification with the Global Sustainable Tourism Council (GSTC), an internationally recognized body setting the standard for sustainable tourism.
Becoming a GSTC trainer allowed me to guide hotels, DMCs, and tourism boards through:
Through workshops and one-on-one engagements, I demystified sustainability for business leaders, showing them how these principles could cut costs, improve reputation, and attract eco-conscious travelers. It wasn’t just about protecting the planet, it was also about ensuring long-term business viability.
Expanding into MICE, SACEOS Sustainability Framework
The MICE industry is often overlooked in the sustainability conversation, yet it produces immense amounts of waste, energy consumption, and carbon emissions. That’s why I partnered with SACEOS (Singapore Association of Convention & Exhibition Organisers and Suppliers) to develop the Certified Event Sustainability framework.
My goal was to help organizers, venues, and suppliers rethink:
We introduced practical steps like digital ticketing, carbon offsetting, green procurement, and local community involvement. The result? More sustainable events that still delivered economic and experiential value, often with higher attendee satisfaction and stronger stakeholder alignment.
Case Studies in Transformation
Hotel Chain in Southeast Asia
After GSTC training, this hotel chain revamped its supply chain to include local farmers and artisans. They eliminated 80% of their single-use plastics and installed solar panels across their flagship properties. Not only did they see 20% energy cost savings, but guest reviews and return rates also improved, particularly from European markets that prioritize sustainability.
DMC in Sri Lanka
A DMC struggling with client retention rebranded with a sustainability focus. I supported them in developing low-impact itineraries, community-based tours, and responsible wildlife encounters. Within a year, they gained new contracts with high-profile European agents and earned a national award for eco-tourism innovation.
MICE Event in Singapore
A tech conference adopted the SACEOS sustainability framework and reduced waste by 60%. Instead of paper booklets, we went fully digital. Food waste was tracked and donated. The feedback? Sponsors appreciated the transparency, and attendees were proud to be part of a green event.
Educating the Industry, From Awareness to Action
Sustainability is often misunderstood because of information gaps. That’s why I made education a core part of my strategy:
At Expo Dubai’s Singapore Pavilion, I had the honour of speaking on “The Next Gen Traveller,” highlighting how technology, urban design, and sustainability intersect. It was there that I saw how Singapore’s sustainable development model inspired leaders across the world—and it reaffirmed my belief that knowledge sharing is a form of empowerment.
Common Challenges, and How I Helped Businesses Overcome Them
✅ Challenge 1: Greenwashing Fears
Many businesses worry about being accused of greenwashing. I helped them understand that honesty and transparency matter more than perfection. Start small, communicate clearly, and involve stakeholders in the process.
✅ Challenge 2: Perceived High Costs
Some leaders believe sustainability is expensive. I show them how cost savings from energy reduction, waste management, and improved customer loyalty actually lead to strong ROI.
✅ Challenge 3: Lack of Expertise
Most teams don’t know where to begin. That’s where my tailored training sessions come in, aligned with each business’s size, goals, and market.
Creating Cultural and Leadership Shifts
Sustainability is not a department. It’s a culture.
In my leadership sessions, I work with top management to instill:
This is not just about achieving certifications. It’s about embedding sustainability into the DNA of your brand.
My Personal Transformation
Over the years, my own leadership style evolved. I shifted from expert to facilitator, from consultant to coach. The more I empowered others to lead sustainability in their own organizations, the more scalable the impact became.
I no longer measure success by how many clients I have, but by how many changemakers I help create.
A Call to the Industry, The Time to Act is Now
We’re at a crossroads. Governments are tightening regulations. Travelers are more discerning. Investors are looking at ESG metrics.
If your tourism or MICE business hasn’t begun the sustainability journey, the time is now. The good news? You don’t have to do it alone.
Whether you're a small boutique hotel, a multinational DMC, or an event organizer planning global conferences, I can help.
Together, we can create a sustainability roadmap that’s:
A Movement, Not a Moment
Sustainability is not a checkbox. It’s a mindset, a strategy, and a competitive edge.
What started as a personal concern has grown into a regional movement. Through training, consulting, speaking, and mentoring, I’ve helped bring sustainability down from the clouds and into boardrooms, event halls, and hotels across Asia.
But we’ve only just begun.
📩 Ready to lead the change?
If your organization is looking to transform sustainability from a buzzword into a business driver, I invite you to connect with me.
Let’s co-create the next chapter of sustainable tourism and MICE together.