I think it’s fair to say that large ship cruises are currently one of the undisputed champions of irresponsible tourism. This made it even more surprising when Carnival Corporation announced last week that they are stepping down from the podiums top spot and entering the world of responsible tourism. I had to double check it wasn’t April 1st before I believed it. At first, I was pleased, perhaps they have finally given in to the long list of campaigns and criticisms to become more responsible! However, when a company that was voted 3rd in the top ten corporate criminals list just last year suddenly decides to become the next powerhouse for ‘sustained and long-lasting positive impact’, alarm bells started ringing and concerns start to bubble up.
However, I have previously suggested that perhaps it’s time to work with the irresponsible companies to improve their approaches to tourism rather than fighting them. Nobody can deny that if cruises were responsible they would be a huge force for good. Unfortunately, cruises will always be popular and will not disappear. Therefore, it should be music to my ears when I hear Carnival suggest they ‘harness the assets and resources of the world’s largest travel and leisure company and combine them with the talents and hearts of those working in social enterprises around the world’. In this blog, I have decided to delve into their press release with an open mind and give them a chance to see how they are stepping into responsible tourism.