The Missing Ingredient in Sustainable Tourism: A Fresh Look at Protein in Travel
At the heart of meaningful travel is a simple but powerful idea: travel can and should be a force for good—protecting natural and cultural assets, supporting local economies, and offering guests experiences that are authentic and memorable.
The travel industry has made remarkable strides in sustainability, rethinking energy, water, and waste across operations. But there’s one area that's largely flown under the radar: the protein on the plate.
Food and agriculture account for roughly a third of all global greenhouse gas emissions. Animal agriculture alone, including the land and crops required to raise livestock, is responsible for between 11 and 20 percent of those emissions (FAO, Nature Food). And yet foodservice is one of the most commonly overlooked levers in sustainability strategies across travel and hospitality.
This isn’t a call to overhaul menus overnight or ask guests to rethink their values. It’s an invitation to look at a practical, high-impact opportunity that the industry is only beginning to explore: diversifying protein on menus in ways that are better for the planet, better for business, and better for the guest experience.
Why Protein, and Why Now?
Protein is one of the most resource-intensive components of any meal. Animal-based proteins, particularly beef, lamb, and dairy-heavy dishes, generate significantly higher emissions than plant-based alternatives, and their supply chains are among the most vulnerable to climate disruption and commodity price swings.
The entire food supply chain is already feeling this. Rising temperatures and persistent avian flu outbreaks have driven egg prices to record highs and disrupted supply chains. As climate change intensifies, these instabilities will only grow. Rethinking protein isn't just an environmental choice; it’s a risk management strategy.
The global plant-based food category is valued at over $6 billion. Plus, younger travelers—millennials and Gen Z—are more likely to seek out plant-based proteins. For operators, ensuring that guests have access to plant-forward dining can be an attractive, distinctive draw—especially if menus center on local, seasonal produce, like jackfruit in Southeast Asia or ancient grains in the Andes.
What “Rethinking Protein” Actually Looks Like
To realize these impacts, travel operators who have a direct impact on food served can consider working with suppliers to rebalance menus, diversify what’s offered, and make lower-impact choices more visible, appealing, and accessible.
In practice, this can take many forms, like:
Introducing one or two plant-forward dishes that highlight regional ingredients or culinary traditions
Shifting the balance of a buffet so plant-based options are more prominently featured
Making a plant-based option the default selection, with animal-based alternatives available on request
Offering a blended version of a classic dish (e.g., a mushroom-and-beef blend) that reduces impact without sacrificing familiarity
Consumers choose what looks good, what’s easy, and what’s placed in front of them. That means operators have more influence over guest choices than they might realize—not through moralizing, but through smart design.
Language matters too. Use positive framing: talk about what the dish offers and make flavor the primary message (“locally-sourced, spiced lentils”) instead of what the dish doesn’t contain (“meatless,” “vegan”). The Good Food Institute offers practical guidance on plant-forward menu language that drives selection without alienating guests.
How to Get Involved—Wherever You Sit in the Industry
One of the most important things to recognize is that you don't have to run a kitchen to make a difference. Across the travel industry, there are multiple points of influence:
If you manage foodservice directly: Start with a simple audit of your highest-impact dishes. Consider piloting one or two plant-based protein swaps. Train culinary teams on preparation and how to describe these dishes to guests. Measure guest response and scale what works.
If you work with suppliers or catering partners: Ask which plant-based options they offer. Include sustainability criteria in RFPs. Encourage menu diversification when renewing contracts—it signals market demand and creates accountability.
If you shape the guest experience or storytelling: Highlight plant-forward dishes as part of a destination’s culinary identity. Connect food experiences to local culture, farming heritage, and community.
If you work at the destination level: Partner with local chefs, food producers, and tourism boards to develop sustainable food programming. Culinary tourism is a growing draw, and destinations that invest in distinctive, values-aligned food experiences are better positioned to attract the travelers of tomorrow.
Resources to Help You Get Started
For travel and hospitality operators looking to go deeper, these organizations offer practical tools and guidance:
The Good Food Institute (GFI): Check out resources on plant-based menu strategy, how plant-based protein sales are performing in foodservice, and consumer insights, or get in touch at corporate@gfi.org to set up a meeting with our team of experts.
World Resources Institute: The Food and Land Use Coalition Playbook: Explore a practical guide for foodservice operators on promoting sustainable food choices.
Greener by Default: Learn more about choice architecture and how making plant-based the standard option can effectively shift dining habits.
Tourism Cares’ Climate Action Learning Hub: Discover how to build climate literacy across your organization.
The travel industry touches hundreds of millions of meals every year. Small shifts in what's served at scale can add up to meaningful reductions in the industry’s overall footprint, while opening new doors for culinary storytelling, guest engagement, and operational resilience.
The conversation about sustainable travel has rightfully expanded beyond transportation and accommodations. Food is the next frontier. And the good news is that the tools, the ingredients, and the appetite—among both operators and guests—are already there.
What will you put on the menu?
About the Authors
Marika Azoff leads the Good Food Institute’s (GFI) initiatives with foodservice companies and culinary organizations. She works with major U.S. foodservice companies, influential culinary institutions and culinary associations to inspire and accelerate their shift toward alternative proteins.
Chelsea Hammersmith develops industry narratives and deliverables with actionable insights to accelerate progress on alternative proteins.