

We’re working to accelerate change within the tourism industry by bringing together leading industry brands in a pre-competitive environment, where we collaborate on bringing consistent sustainability information to the mainstream for the first time. This means we can empower people to make more informed travel choices.
It’s not always easy for travellers to know whether they are making better choices from a sustainability perspective, even when they want to. This is why we are bringing some of the biggest industry brands together to help increase visibility of this information.
We believe that now is the time to:
We want to ensure that people can experience all the awe-inspiring wildlife our planet has to offer, but we believe that our presence as travellers should always be a force for good – conserving habitats, preserving natural resources and protecting species.
In our view, we should all strive to preserve and regenerate the places we visit: from eliminating single-use plastics, to finding new, more effective ways to reduce and offset carbon emissions.
By expanding travel’s economic benefits, alleviating overcrowding and filtering tourism through to less-visited areas, we believe that travel’s exponential growth can be a positive force. Tourism should empower local communities, allowing hosts to capitalise on, and protect, their natural and cultural resources.
We know that reducing the environmental impact of transport is important to reducing the travel industry’s overall footprint. Collectively, the industry must work towards a range of measures, from emissions reporting and investment in new technology, to aligning on policy change.










