Hello, everyone!

January marks the start of a busy season for hospitality and travel. With hotels and event organizers preparing for major events and gatherings, now is the perfect time to make sustainability a priority.  

This season has sparked our topic for the week, Partnering with Sustainable Event Specialists: A Guide for Hospitality and Travel Professionals.

In this guide, you’ll find proven strategies backed by real-world case studies and actionable steps to help you plan and host meaningful, sustainable events. 

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Partnering with Sustainable Event Specialists: A Guide for Hospitality and Travel Professionals

Sustainability in Meetings, Incentives, Conferences, and Exhibitions (MICE) goes beyond reducing plastic waste or ticking compliance boxes. True sustainability integrates actions that benefit the environment, empower local communities, and invigorate economies. Finding partners who share these values is a key part of the process.  

This guide provides useful strategies, actionable advice, and insights from industry leaders to help MICE professionals build impactful partnerships.

The Rising Demand for Sustainability in MICE

Asia has become a global hub for some of the most prestigious and dynamic MICE gatherings. As the sector grows, so does the need for responsible action. Audiences now seek events that are not only well-organized; they want events that don't just feel good but do good as well.

"Traditionally, MICE events focused on delivering content, networking opportunities, and commercial outcomes," said Ong Huey Hong, Chief Sustainability Officer of the Singapore Tourism Board (STB). "Today, event planners are increasingly emphasizing creating events that leave a positive impact in the communities they visit."

Key Drivers Behind the Change

• Evolving client mindsets: Clients now prioritize vendors and venues with sustainability credentials. "The International Congress and Convention Association's (ICCA) Meeting Needs Survey (2023) highlighted that 44% of international associations are incorporating sustainability and legacy into their Requests for Proposals (RFPs)."

For hospitality professionals, this means every touchpoint of the supply chain should reflect these values.

• Rising awareness among travelers: 75% of travelers confirmed that traveling more sustainably is important to them, and over 44% of meeting planners will book suppliers with an active green policy or certification in place to meet sustainability goals.

"This suggests that 'bleisure' travelers participating in MICE events in Singapore are likely to favor accommodations and experiences that align with sustainable tourism principles."

Diverse Approaches to Achieving Sustainability

Singapore's Data-Driven Plan

Singapore's approach centers on measurable action. 

The 2023 MICE Industry Carbon and Waste Baseline exercise provides venues with concrete emissions data for annual comparisons. This led to the launch of the MICE Venue Sustainability Playbook in 2024, a resource that outlines energy efficiency, waste management, and water conservation strategies while leveraging government support schemes.

Thailand's Community-Centered Model

In Thailand, community involvement takes precedence. 

 "There's been a noticeable shift from token gestures like reusable water bottles or bags to more impactful actions," said Gili Back, Co-owner of Team Spirit Thailand and designer of sustainable events and team-building retreats in the country for over 20 years, emphasizing the transformation.

"Hotels now promote zero-food-waste banquets and partner with local charities to rescue and donate surplus food. Venues in Bangkok are retrofitting for energy efficiency, and secondary destinations like Chonburi and Rayong focus on community-based tourism, creating authentic experiences while supporting local economies. This shift comes from growing client awareness and stricter environmental regulations."

 Movenpick Resort & Spa Jimbaran Bali’s efforts reinforce community integration by creating experiences that connect guests with the local community. Sharing an example, General Manager Adrien Marie said, "We collaborate with grassroots groups like Ecoprint Bali, which uses plant-based materials for natural dyeing, bringing an authentic and meaningful touch to events such as KarnavALL Batik National.”

Choosing the Right Vendors for Long-Lasting Impact

Sustainability is a team effort, and selecting the right vendors plays a big role.  

There’s no magic formula, but these tips can help you choose the right partners and build strong, meaningful collaborations with those who share your sustainability goals.

1. Research credible vendors.

Begin by thoroughly researching potential vendors. But make no mistake. Certifications, while helpful, don't always reveal the whole picture. When reviewing vendor credentials, ensure their actions align with their stated commitments.

Key advice:

• Focus on proven, actionable results. Ask for case studies or concrete examples of past sustainable initiatives.

• Move beyond formal documents. Conduct site visits to observe vendors' day-to-day practices. "A direct visit can reveal so much about their operations," Back added.

2. Define clear goals together.

A successful partnership starts with a mutual understanding of goals. Movenpick Resort & Spa Jimbaran Bali demonstrates this well in its initiatives. Marie shared, "We carefully select vendors who align with our commitment to sustainability, ensuring both shared values and actionable goals. This involves prioritizing those who actively engage in impactful initiatives."

Steps to define success:

• Specify contract goals, such as reducing emissions or cutting waste.

• Track goals with measurable KPIs, such as a set percentage of reusable materials or locally sourced products.

3. Negotiate sustainability in contracts. 

Formalizing sustainability deliverables in vendor agreements ensures accountability. For example, at an event in Kanchanaburi, Back's team secured the use of electric vehicles and refillable water coolers in the vehicles through upfront negotiation, creating a waste-free transportation experience for event attendees. 

Key advice:

• Include specific environmental or social targets in contracts to avoid greenwashing claims.

• Monitor vendor compliance with routine check-ins.

4. Support small vendors.

Local businesses often don't have the means to achieve full sustainability, but empowerment can make a difference. Back encourages supporting smaller vendors by helping them make incremental improvements.

How to empower small vendors:

• Suggest reusable alternatives to improve processes.

• Prioritize smaller, community-focused vendors to amplify local impacts.

Scaling Up Sustainable Practices in MICE

Basic sustainability-led measures are a great starting point—but to truly lead in sustainable MICE, professionals must think bigger. Expanding efforts requires integrating regenerative practices, tapping into secondary or lesser-known destinations, and leveraging innovative technology.

1. Adopt regenerative travel models.

Regenerative travel adds value to destinations by restoring ecosystems and investing in local communities. This extends beyond harm reduction to active improvement.

For those looking to elevate sustainable events, consider these regenerative practices:

• Focus on tangible benefits: Establish specific objectives, such as habitat restoration, cultural heritage preservation, or supporting community initiatives.

• Involve attendees directly: Offer interactive experiences like tree planting or cultural activities that connect attendees to the event's sustainability goals.

• Form long-term partnerships: Collaborate with grassroots organizations to establish programs that continue delivering benefits for years to come.

2. Embrace secondary destinations.

Shifting events to secondary destinations can reduce environmental stress on over-touristed areas and bring economic opportunities to underserved regions. Rayong and Chonburi serve as excellent examples of cultivating authentic, community-based tourism.

Steps for activation:

• Collaborate with local tourism boards to gain access to underutilized spaces and authentic local suppliers.

• Connect attendees with local culture through immersive activities, like farm-to-table meals or craft sessions.

3. Ride the wave of technology.

Advancements in digital tools and smart systems are reshaping the industry's approach to sustainability. For instance, intelligent tracking systems for food waste or energy-efficient lighting controlled by smart sensors are practical ways to reduce environmental strain.

Ideas for tech-driven sustainability:

• Replace printed materials with digital apps for schedules, event guides, and attendee communication.

• Track resource use and emissions with tools built for sustainability reporting.

• Use virtual conferencing to reduce transportation emissions for distant attendees.

4. Embed circular economy principles.

Adopting a circular economy means finding creative ways to reuse, repurpose, or redirect event resources to avoid waste. This mindset ensures materials don't end up in landfills and extends their life cycle.

Circular practices to follow:

• Use reusable booths and furniture for exhibitions.

• Establish donation networks to distribute unused materials or leftovers to local charities.

• Work only with suppliers offering reusable packaging.

5. Share success stories to inspire change.

Sharing the impact of sustainability efforts instills accountability and sparks momentum for future initiatives. 

Ways to promote your impact:

• Publish detailed post-event reports with key sustainability metrics.

• Share behind-the-scenes stories on social media or in newsletters to inspire stakeholders.

TL; DR 

Key lessons for sustainable event partnerships: 

1. Sustainability is non-negotiable now. Guests and planners expect events to do good, not just feel good. From clients demanding eco-friendly venues to travelers and attendees seeking responsible experiences, make your events count for the environment and community. Show them your commitment, and it will matter. 

2. Do your homework on vendors. Check their sustainability claims. Certifications are great, but actions speak louder. Visit their facilities, ask hard questions, and always insist on evidence of genuine efforts. Look for vendors who measure and prove their impact—not just those who talk about it.

3. Set goals you can measure and achieve. Sit down with your partners. Discuss what you both want to achieve—a lower carbon footprint, supporting local communities, or reducing waste. Write these goals into contracts so there’s focus and accountability. KPIs keep everyone on track.

4. Uplift smaller, community-based vendors. Local vendors might not have certifications but can bring authentic value. Engage them. Teach them. Support them. A small push will build better processes and bigger benefits for everyone involved.

5. Think beyond greenwashing. Collaborate with partners who walk the talk, such as hotels offering zero-food-waste banquets or using local, reusable materials for décor. Negotiate these requirements upfront to set the tone for a responsible event.

6. Think bigger with regenerative travel. Go beyond doing less harm. Aim to rebuild, restore, and add value. Plan events that leave legacies, whether it’s revitalizing ecosystems, breathing life into local crafts, or promoting economic resilience.

7. Make secondary destinations shine. Big venues are fine, but secondary cities often offer deeper connections. Partner with lesser-known communities to deliver unique, impactful experiences and spread economic opportunity.

8. Leverage tech for smarter events. Invest in tools that cut waste and track impact. Replace printed schedules with apps, measure food waste digitally, or create modular, reusable setups for exhibitions. The numbers don’t lie, and they sharpen results.

9. Adopt circular practices everywhere. Reuse, repurpose, and rethink waste. Donate leftovers. Rent or recycle materials. With circular practices, you can stretch budgets and help the planet.

10. Be transparent and share your story. People respect honesty. Communicate the real outcomes of your sustainability efforts. Whether it’s saving tons of materials from landfills or preserving local culture, show your results in ways that inspire peers and wow guests.

Final Call

Be among the first 10 companies listed before 31 January 2025 and unlock an additional month of premium membership perks.

We hear again and again from hotels and resorts across Asia that they want to “go sustainable” but don’t know where to start or who to trust.

For them, generic searches and ChatGPT don’t cut it. Decision-makers need trusted, vetted solutions to drive meaningful change, quickly and efficiently.

The AST Sustainability Solution Providers Directory offers visibility, credibility, and direct access to key decision-makers.

If you are a solution provider, we invite you to visit our website and submit your information for review in order to get listed.

What’s in it for you as a solution provider?

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What’s in it for hospitality and travel companies?

• Discover and connect with vetted, high-impact solutions to integrate sustainability into your operations – saving you time and reducing guesswork.

🌟 A Special Time-Limited Offer for you 🌟

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