Introduction

That global tourism (and by extension, ecotourism industry) is facing an unprecedented crisis is no mean fact. Apart from being focused on the reopening of domestic and international borders to tourists, the industry is yet to recover fully from the pandemic shock. The covid pandemic sought to upend the gains in the tourism sector attained until 2019. The sudden onset of the pandemic caught the world off-guard. The unexpected spike in the spread of the virus led to several containment measures being imposed globally, most notably in the form of strict lockdowns and travel restrictions. The impact of the pandemic was felt across the global and national economies and continues to do so, with tour and travel businesses being severely affected. The tourism sector accounted for a tenth of the global gross domestic product (GDP) and jobs in 2019–2020. The covid pandemic decimated the $10 trillion industry, reducing its output and leaving millions jobless in the process (Morales, 2022). It was only in 2023 that the global tourism sector saw an almost 14% growth in its market size over the previous year and was able to regain some of its lost sheen in a post-COVID world (Statista, 2024).

In the backdrop of COVID-19–induced disruptions, a need has arisen for developing environmentally innovative and sustainable tourism/ecotourism models. Ecotourism, as defined by The International Ecotourism Society, is ‘responsible travel to natural areas that conserves the environment, sustains the well-being of the local people and involves interpretation and education’ and may be the way forward in the post-pandemic era. Involving the host communities and creating opportunities for additional livelihoods while preserving nature and local cultures could create a niche for low-impact high-value tourism, especially in ecologically fragile areas (Morales, 2022). Not only does ecotourism help in the recreation of the human body and mind, but it also aids in enabling greater cultural, environmental and social integration among disparate regions. In other words, ecotourism amalgamates the body, mind and spirit. Sustainable tourism is built on the principles of local procurement while assimilating regional cultures and bringing livelihood opportunities to local communities without causing harm to the natural environment. The said thinking is finding ground in the global tourism sector. Acknowledgement of the negative impact of traditional mass tourism by policymakers, host communities and some traveller groups has led to the formulation of policies on ecotourism as well as initiatives promoting conservation principles among tourists (Morales, 2022).

When the covid crisis hit the world, it dealt a lethal blow to the global status quo. There arose a mix of megatrends such as digitalisation, over-tourism, greenhouse gas emissions, socio-economic impact and customer and regulatory accountability demands. Certainly, there were serious concerns about the linear growth-based model(s) adopted by the tourism/ecotourism industry. While the covid pandemic is challenging the long-established economic ‘hardware’, it also presents a rare opportunity to change the economic ‘software’. Among these major updates is the need for an upgradation to a ‘digital circular economy’. Given the preponderance of consumption and production-intensive industries for discourse pertaining to the global circular economy, intangible service-intensive industries such as travel and tourism should assume far greater prominence, given the post-pandemic realities confronting humanity today (Alcayaga et al., 2019; Bressanelli et al., 2022).

The tourism/ecotourism industry is deeply interlinked with multiple key resources, assets and commodity value chains in the societal set-up ranging from agriculture to the transport industries and built environment. The travel and tourism industry can act as a powerful enabler of circularity. In other words, the tourism sector in general and the ecotourism industry in particular shall be prime examples of a ‘circular economy’ in a post-pandemic world. The pandemic taught humanity the limitations of traditional growth approaches and models in the event of any natural or manmade disaster. It is the digital circular economic models that could upend the traditional ways of approaching the tourism/ecotourism sector, and by implication the contours of the global economy, in a significantly positive manner (Bressanelli et al., 2022).

The primary objective of this perspective is to critically assess the relationship between the digital circular economy and the global ecotourism sector. For this purpose, this article relies on existing literature on the theme. The same aids in an unbiased assessment of the relationship between the digital circular economy and the global ecotourism sector.

This opinion article is divided into the following sections. The first section introduces the theme of this article. The second section describes the meaning, significance and implications of the digital circular economy. The third section explains the connotations and significance of the modern global ecotourism sector for any economy. The fourth section discusses the key linkages between the digital circular economy and the modern global ecotourism sector. The fifth section concludes the study. The final section elicits the future policy implications of this work.

Digital Circular Economy: Meaning, Significance and  Implications

The expression ‘digital circular economy’ evokes unclear imageries in the minds of readers. Therefore, at the very outset, the meaning and significance of the same shall be explained. Digital circular systems are conceptualised as those industrial systems enabled by digital technologies that are regenerative by their intent and design, where smart use and reuse, maintenance, remanufacturing and recycling are included in the business models’ product-service systems (Alcayaga et al., 2019). Another conceptualisation puts the digital circular economy framework within the contours of data transformation, resource optimisation capabilities and data flow processes as the main enablers (Kristoffersen et al., 2020). Yet another work by the same authors defines digital/smart circular economies as those where organisations leverage digital business practices for value creation to create a more efficient and effective economy (Kristoffersen et al., 2021). Another study defines the digital circular economy as an industrial system using digital technologies to implement circular strategies such as reduce, reuse, remanufacture and recycle (Lobo et al., 2022).

Based on the above-mentioned conceptualisation, we attempt a novel way of defining the digital circular economy and explain both the meaning and significance of this term. Digital circular economies can be defined as those that rely on digital systems/technologies of the likes of the internet of things, artificial intelligence (AI), 3-D, robotics and virtual reality to carry out their tasks of 4-R (reduce, reuse, remanufacture and recycle). Thus, a digital circular economy entails a reduction in the requirement of raw materials used for manufacturing/producing a good, reusing the already consumed/used materials, recreating with the aid of reduced and reused material, thereby contributing to the recycling process across the production chain (Bressanelli et al., 2022; Kanupriya, 2021, 2022; Talwar  et al., 2022).

Transforming any traditional economy to a circular economy requires enhanced coordination of information and material flows. The information data along with waste materials in the product life cycle can become a processable resource. The only challenge to ensure the same is how to generate, collect, process and make viable the volume of information about the material composition of each individual product, its patterns of usage and its location within the waste system. All of this is essential in establishing well-functioning markets and product cycles for future stages. Digital technologies help in overcoming the information deficit. Digitalisation is the missing link in the implementation strategies of a circular economy (Kanupriya, 2021; Wilts & Berg, 2017).

Meaning and significance aside, the implications of a digital circular economy too need an explanation.

The implications of the digital circular economy are spread across different realms. First, cyber systems enable the carrying of vital information across the entire production process. For a digitally enabled circular economy, this information must be extended across the life cycle of a product and include environmentally friendly information on the material composition and carbon footprint. This helps reduce information asymmetry as well (Kanupriya, 2021, 2022; Wilts & Berg, 2017). Second, the precise location of waste production could be recorded with the aid of sensoring technologies. These help with real-time collection and generation of data in Industry 4.0. Updated detailed information about the waste sites and material composition of waste at these sites can be recorded and passed on to other companies that could use it to further plan their production processes. Big data (data analytics) could then deliver and project information about subsequent use and practical logistical solutions to the challenge of human-generated waste (Kanupriya, 2021, 2022; Wilts & Berg, 2017). Third, the demand and supply of waste and secondary raw materials could be matched with the help of internet-based solutions, as done for the distribution of goods and services through apps such as Amazon and Uber. A futuristic automated logistics platform and market has the potential to reduce transaction costs. It could also facilitate economies of scale as there is greater clarity about material quantities in the waste (Kanupriya, 2021, 2022; Wilts & Berg, 2017). Fourth, in a smart circular economic system, recyclable products could automatically create their own markets, thanks to the internet of things by marketing themselves on digital platforms on the basis of information about composition and possible uses of recyclable waste materials (Kanupriya, 2021, 2022; Wilts & Berg, 2017). Many recyclables are far less expensive than primary raw materials. The idea of self-marketing could increase this trend. Recyclability could, therefore, also become a source of competitive advantage for the waste-to-finished product categories. Fifth, blockchain could  be used to share information in an anonymous and encrypted manner, without competitors being able to trace the data back to its owner-proprietors. This technology also helps prevent the reckless felling of trees as well as waste paper generation (Kanupriya, 2021, 2022; Wilts & Berg, 2017). Last, in the ecotourism sector, virtual reality–supported technologies involve real-time simulation of any tourist spot via visualisation, interactivity and immersion (Talwar et al., 2022), thereby minimising human interface with natural environs to make tourism a more environmentally friendly, yet sensorially equally appealing an activity.

Modern Global Ecotourism Sector: Meaning and  Significance

Ecotourism is an important sector of the global economy. It is an alternative form of tourism that embraces tourism in the biophysical environment in natural settings. It incorporates ecologically sustainable activities, conservation measures and the involvement of local communities. Like any other traditional tourism activity, it focuses on the overall development of local communities, poverty alleviation, wildlife conservation and environmental protection (Dowling, 2000; Duffy, 2008).

Ecotourism accounts for 5%–7% of the global GDP. The worldwide ecotourism market size is expected to grow from $219.53 billion in 2023 to $249.16 billion in 2024 at a compound annual growth rate of 13.5%. In addition, it is also anticipated that this sector will make bigger strides at a compound annual growth rate of 15.2% from 2022 to 2030 (Ecotourism Global Market Report, 2024). This boom would be aided in particular by the growing reputation of immersive travel, outdoor recreational sports and solo journeying, coupled with speedy urbanisation and the easy availability of cheap flights. Growing awareness about the adverse impact of traditional tourist activities on the environment such as water pollution, soil erosion and habitat loss has prompted sustainable tourists and government authorities to promote ecotourism and contribute to the growth of the industry (Grand View Research, 2023; Morales, 2022).

There are many forms of ecotourism. Some important ones are briefly discussed here. First, community-based ecotourism means an area which is owned, conserved and managed by a specific community to gain income through tourist activities. It is aimed at low-budget tourists (Das & Syiemlieh, 2009). Second, ecosystem tourism is a supply-led tourism strategy. It enables sustainable development within the confines of the preservation of the ecosystem integrity. The entire ecosystems or the specific biological diversity are managed in relation to the tourism experience and as such it does not exclude commercial exploitation of the ecotourist site. The existing ecosystem is able to absorb and adapt to the pressure of incoming tourists until it develops a more urbanised character (Tyler & Dangerfield, 1999). Third, rural tourism is another important form of ecotourism that originated in Europe. It takes place in a typical rural environment, based on rural resources reflecting the rural way of life, traditional folk customs and agrarian goods and services. It enhances profits from agriculture and allied activities and provides the peasantry with greater profits, in addition to gainful employment opportunities and better living standards. It is, thus, a mutually beneficial combination of agriculture and tourism (Degang & Xiaoting, 2006). Fourth, another form of ecotourism is cultural ecotourism. It seeks to preserve local cultural traditions and customs. Tourist activities under this form are aimed at educating tourists about local/minority cultures and traditions. Research should be conducted to evolve a better understanding of various cultural mores through these tourist activities (Genzong et al., 2007). Fifth, nature ecotourism is a large growing global industry, dependent upon natural environs found in national parks and other such protected areas. It is based on adequate levels of ecological quality and consumer service. It is quickly becoming a major source of government revenue in many parts of the world, including in Africa and Asia (Eagles, 2002).

Ecotourism provides employment to local residents and a vibrant market for locally produced goods and services. It inculcates a spirit of tolerance for different cultures and faiths, owing to close guest–host interactions in multicultural settings. Additionally, ecotourism also gives an impetus to ecologically sustainable development. It fosters a spirit of inclusivity and equity as it enhances wildlife conservation through equitable sharing of benefits among different stakeholders. Through conservation of natural and built environs of the ecotourist sites, it helps maintain quality of life in the locality, thereby balancing the seemingly conflicting goals of economic development and biodiversity conservation. Ecotourism, thus, helps in biodiversity conservation, poverty reduction and business viability through its sustainable tourism principles and practices. Most importantly, it ensures active local community participation in realising the objectives of environmental protection and conservation. All in all, ecotourism aids in maintaining nationally acceptable standards of atmospheric, sound, drinking water, sewage and lampblack quality (Cao et al., 2014; Degang & Xiaoting, 2006; Hawkins, 2004; Nepal, 1997; Sindiga, 1999). Positive influences of ecotourism aside, there are some negative effects too. Ecotourism, like any tourism activity, consumes scarce natural resources, produces waste, requires the ecologically insensitive building of human structures and infrastructure, causes problems of litter, air, water and noise pollution, increased clearing of land, drop in forest cover, destruction of fish, extensive vegetative damage, desertification, soil erosion and habitat destruction of forest species (Cao et al., 2014; Degang & Xiaoting, 2006; Hawkins, 2004; Nepal, 1997; Sindiga, 1999).

The global travel and tourism industry is projected to return to pre-covid levels in 2024 by growing 2% more than its growth before the pandemic, as per the United Nations World Tourism Organization (UNWTO) estimates. The industry is expected to post an average annual growth rate of 5.8% from 2022 to 2032 versus the 2.7% increase in global GDP and create 126 million additional jobs. The sector managed to crawl back to pre-pandemic levels in 2023, when the revenues generated in the same reached USD 1.6 trillion, quite close to the USD 1.7 trillion seen in 2019, the UNWTO said. The travel and tourism industry’s GDP reached USD 3.3 trillion, or 3% of global GDP in 2023, a return to the pre-pandemic trajectory (UNWTO, 2024). In this quest, the role of ‘digital circular economy’ assumes far greater preeminence. Not only would it help the industry return to the pre-pandemic boom phase, but it would also enable its gradual transformation into a sustainable growth-intensive services sector, with an equal emphasis on revenues and profits as well as ecological conservation and preservation of the tourist sites (Grand View Research, 2023; Morales, 2022).

In line with this argument, the next section elicits the crucial linkages between the modern global ecotourism sector and the digital circular economy.

Linkages Between Ecotourism and the  Digital Circular Economy

Of late, the digital circular economy is closely intertwined with global ecotourism. It is no hidden fact that the traditional tourism sector has adversely impacted natural ecosystems by contributing to biodiversity loss, climate change and pollution. The same has led to overshooting of several planetary boundaries with its emphasis on the linear model. The issue of sustainability assumes centre stage in this case.

Alterations in the technological landscape have been essential for tourism. The sheer volume of data and high dependence on information and communication technologies have brought changes to the traditional ecotourist landscape in the context of the digital circular economy. The digital circular economy has changed the way people interact with each other as well as the way consumer demand is presented within an ecotourist landscape (Gretzel et al., 2015). Sustainable tourism or ecotourism entails being ‘smart’. Smart tourism requires a novel way of thinking and experiencing tourism and new technologies must be able to support the framework of sustainability in the ecotourism sector. For example, reducing wasteful water consumption, using energy-efficient electronic devices, curtailing tourist overload and excessive consumption of resources (Pan et al., 2018; Park & Jang, 2013).

Given the unique characteristics of each territorial unit regarding the economy, climate, society, politics and infrastructure, to satisfy tourists’ needs and improve the overall quality of life of the citizens, good governance is one of the essentials. In addition, a tourist destination could lose its attractiveness and by implication its competitiveness if it cannot develop sustainably. This underlines the significance of sustainable/ecotourism in the travel and tourism sector (World Tourism Organization, 2019).

In this context, the value of smart digital ecotourism assumes importance. By being environmentally friendly, a smart ecotourist destination can leverage data and digital technologies. This could help with enhancing the competitiveness of tourism companies and destinations as well as in the preservation of territorial balance. So, each time a tourist landscape is altered due to anthropogenic interference, the same can be restored to its original form with the aid of digital or smart technologies. This is the very essence of the modern-day digital circular tourism economy. All in all, for the sake of competitiveness, sustainable tourist destinations/ecotourist destinations must adopt innovative strategies in order to exploit upcoming opportunities (Gretzel et al., 2015).

Some good examples of the linkages between ecotourism and the digital circular economy could be aggregator sites pertaining to the accommodation of the likes of Airbnb and Ecobnb. The same are online communities of sustainable tourism. As per the website of Ecobnb, ‘one can find eco-friendly tourist accommodations, destinations and bio hotels such as tree houses, organic farmhouses, mediaeval castles, beach and mountain retreats’(Ecobnb, 2023). The same also aids in promoting eco-friendly tourism with a low carbon footprint, thanks to its online presence and structure. Stays in sustainable accommodations, organic food, green travelling, rediscovery of nearby and authentic places and environmentally friendly routes all contribute towards the maintenance of the crucial link between ecotourism and the digital circular economy. Ecobnb flaunts its credentials as a company with 100% clean energy and 0% carbon dioxide emissions. True to its character and promise, even the servers of Ecobnb are fully powered by renewable energy which is produced onsite (Hetzner Online) (Ecobnb, 2023).

Another famous example is of Airbnb. Somewhat similar business practices are being adopted by Airbnb at several destinations. The company has pledged to reduce its carbon footprint and become a net zero organisation by 2030, which includes educating and encouraging hosts to adopt sustainable practices, such as switching to renewable sources of energy in the form of solar power and using recycled materials during the stay of tourists (Garrod et al., 2023). These objectives are in sync with global tourist perceptions. For example, 81% of global tourists intended to choose an eco-friendly accommodation in 2022–2023 (Garrod  et al., 2023). Also, a vast majority of globe trotters prefer green stays over power and energy-guzzling hotels (Garrod et al., 2023). Sharing economies such as the accommodation offered on Airbnb contribute substantially towards the circular economy by using otherwise idle assets, thus generating fewer waste and carbon emissions as also less resource and energy consumption (Curtis & Mont, 2020; Gössling & Hall, 2019; Hamari et al., 2016; Mi & Coffman, 2019).

Therefore, as the two examples from the tourism industry show, ecotourism and the digital circular economy are closely intertwined with each other. In other words, digitisation of ecotourism processes shall help in offering personalised services to customers and in improving the quality and operational efficiency of existing customer services (Curtis & Mont, 2020; Gössling & Hall, 2019; Hamari et al., 2016; Mi & Coffman, 2019).

In addition, digital tools and practices can also help with various other ecotourism initiatives. Be it energy-saving devices (such as smart sensors–enabling adjustments to room temperatures and lighting as per their occupancy and energy efficient heating and cooling systems), waste management and reduction strategies (smart recycling alternatives and evolving AI-powered food demand and supply models to meet accurate customer demand, without any food wastage), sustainable sourcing and procurement (based on online databases of hotels and restaurants in the locality that are deemed to be committed to the goal of environmental conservation, reducing packaging waste based on community wide e-database of the total waste generated and streamlining services delivery with the help of online technologies) and eco-friendly amenities of the likes of electric vehicles (again, the same employ extensive use of online technologies in their very structure)—‘green hospitality’ or hotels and restaurants propagating eco-friendly practices and customs could make vast use of digital tools and techniques and help further the cause of ecotourism (Ecobnb, 2023).

Conclusion

This study is an attempt to understand the linkages between the global ecotourism sector and the digital circular economy. The article discussed the potential role of digital technologies in enhancing outcomes for the ecotourism sector. Be it Airbnb, Ecobnb or green hospitality in general—smart ecotourism (a euphemism for digital circular economy–centric ecotourism) rules the roost. Not only does it improve an organisation’s competitiveness, the same also creates sustainable value for the ecotourists.

To conclude, for a thriving global ecotourism sector (or sustainable tourism), moving towards a digital circular economic framework ensures not just a reduction in the depletion of finite natural resources but also an enhancement in biodiversity and a significant reduction in business costs. Thus, ecotourism as well as the digital circular economy aim at creating sustainable value both for businesses and the environment.

The pandemic taught humanity the limitations of traditional growth approaches and models in the event of any natural or manmade disaster. It is the digital circular economic models that could upend the traditional ways of approaching the tourism/ecotourism sector, and by implication, the contours of the global economy, albeit in a significantly positive manner.

Future Policy Implications

The study shall serve as a useful guide for future researchers and policymakers in the domain of ecotourism and the digital circular economy. It is the importance of data-driven business models for the ecotourism sector as highlighted in this study that combine the seemingly disparate concepts of digital technological development and sustainability. The plurality of stakeholders in the global ecotourism industry renders a community-based perspective of somewhat greater relevance. A digital circular economy–centric ecotourism sector promises that very community participation, be it in terms of businesses and their competitiveness or the ecotourists searching for personalised alternatives.

In addition, there is an urgent need for concerted upskilling of existing stakeholders in the ecotourism supply chain. The same is imperative for the sector as far as protection of livelihood from the onslaught of AI-enabled technologies is concerned. Rather than deeming AI and other such advanced technological innovations as a threat to the people engaged in the sector, the interventions must be seen in a positive light. For that, it becomes vital for the ecotourism industry managers and leaders to instil confidence in the existing and upcoming workforce that technology is not a substitute but rather a complement to their efforts. Hence, there should not be any worry pertaining to job security due to the introduction of AI on a greater scale in the sector, if the workforce is duly prepared for the same beforehand. On the contrary, sound knowledge of AI and other latest technological tools and methodologies leads to improved productivity and greater profits for any organisation, including ecotourism (owing in large part to faster business decisions, insightful analysis to customise the services offered as per customer tastes and preferences, identifying and maximising sales opportunities and mining of vast quantum of data that ultimately expands the customer base). AI-powered cleaning technologies and smart electric grids are cases in point. In other words, the performance of organisations and individuals engaged in the ecotourism industry would improve upon the introduction and adoption of AI-powered digital technologies, dispelling popular myths professing the opposite (NI Business Info, 2023).

Also, for a success-driven policy framework, it is all too imperative on the part of policymakers in the domain to build resilient digital infrastructure and ensure last-mile connectivity for all ecotourist destinations. Also, larger involvement of local communities as hosts shall aid in the conservation and preservation of existing environs—for they are directly affected by its deterioration due to traditional tourist activities and, thus, have a greater stake in its preservation, given their direct contact with the same on a regular basis.

All in all, this article helps explain the interlaced nature of the concepts of sustainability, tourism and the digital economy. The same is the need of the hour in the modern era, with its overemphasis on economic growth, often at the cost of the environment—an issue that could negatively impact the future quality of life of human beings.

Declaration of Conflicting Interests

The author declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.

Funding

The author received no financial support for the research, authorship and/or publication of this article.

ORCID iD

Kanupriya  https://orcid.org/0000-0002-4186-4070