Airline tycoon Tony Fernandes, who transformed AirAsia into a global brand and made flying affordable to millions of people in the region, has taken up a new challenge – to protect the precious environment that is increasingly facing threats.

He is now investing in “responsible tourism” – to protect the flora and fauna, white sandy beaches and even jobs – that are slowly vanishing due to overtourism in popular destinations.

“Sustainability for me is obviously the environment and in AirAsia we are trying to do three things now,” said Fernandes. AirAsia’s corporate priority comes at a critical time when the world faces mammoth challenges from rising carbon emissions, climate change, threat to food security and rising sea levels – all posing serious threats to livelihoods of millions, especially those in developing countries.

“The first, before we start a new route, we will meet local communities and ask them what they want us to do, which areas they don’t want us to touch and what jobs they want. We work closely with the local communities, so we don’t destroy anything or create any unwanted effects from tourism,” said Fernandes, who is the group CEO, said during the unveiling of AirAisa’s “Sustainable Asean Tourism” event in Bangkok on August 9.

AirAsia connects some 150 cities and the airline carried over 500 million passengers since its launch in 2001.

While tourism has vastly contributed to socio-economic developments around the globe, experts now argue that overtourism or unmanaged tourism is leading to environmental degradation, creating urban congestion and putting pressure on infrastructures and natural resources.

“The second, I think most important we use our very powerful brand to let people know about looking after the towns, resorts or beaches that they coming to, not to destroy the beautiful places that they come to visit.”

Speaking at the same event, Vijavat Isarabhakdi, advisor to the Ministry of Foreign Affairs Thailand, said that “over the years, Asean has become more integrated and more connected than ever. There is no denial that this are the major attractions of Asean”.

“People from all over the world travel to this region and fascinated by the culture, people, landscape, food, flora and fauna, handicraft, shopping and entertainment.

“AirAsia which is among the key players promoting Asean tourism is not only responsible but also promotes sustainable [tourism].

“For Asean to succeed in promoting sustainability, Thailand places great emphasis on promoting partnership and cooperation among all sectors whether it is public or private sector, civil societies or at the grassroot level,” said Vijavat.

Fernandes: “Sustainability for me is obviously the environment...”

AirAsia has lined up a slew of efforts – namely educating passengers, reduction of carbon emission, waste management, collection and separation of recyclable items on board and community-based tourism programmes such as ‘Journey D’, as well as fostering social enterprise initiatives across Asean through its philanthropic unit AirAsia Foundation.

In a colourful ceremony, attended by officials and international media, the carrier unveiled a new ‘Sustainable Asean’ livery on its newest Airbus A320 in conjunction with Asean Day celebration in Bangkok.

“It’s a beautiful, courageous artwork and we hope it catches people’s eye and sparks a conversation about the benefits and impact sustainable travel has on 650 million people who call Asean home.”

AirAsia is in a ideal position to implement its sustainable tourism project as it connects 150 destinations across Asia Pacific.

Since launching its operations in 2001, the airline has carried more than 500 million passengers and grown its fleet from just two aircraft to over 200.