We see our role as being a catalyst for change, ensuring the tourism industry has a positive impact on destinations. An important part of this is advocating for tourism that is fair, inclusive and climate-friendly. We aim to give residents a stronger voice in tourism planning and management and we build awareness of the ‘cost’ of tourism to local communities. Within our new climate programme, we aim to accelerate climate action and together with Tourism Declares a Climate Emergency, build a global community of industry leaders, united in our public declaration of a need for action.
Much of our work to promote sustainable tourism currently takes place within the the Future of Tourism Coalition (a movement that we launched in 2020 with six other organisations) and in support of the ‘Glasgow Declaration’, an urgent call for all stakeholders to commit to a decade of climate action in tourism.