OUR PURPOSE
TOURISM MUST LEAD TO A BETTER FUTURE
OUR EXPERTISE
OUR INDUSTRY HAS THE POTENTIAL TO LEAD CHANGE THAT THE WORLD NEEDS MOST
Travel, and the people who work within the tourism industry, have always held a key role in exporting ideas that can transform places, people, and the planet. That’s why we’ve been using the storytelling skills we’ve been refining for more than a decade to amplify the voices of the destinations and leaders driving real change within their communities through incredible innovations.

WHAT’S POSSIBLE: IT IS TIME FOR TRAVEL TO BE PART OF THE SOLUTION
Our industry is made up of people driven to contribute to a better future. And when they collaborate together, they move the world. Join us on the journey, and be inspired by stories of change from your travel industry colleagues.

Inuvik’s call to the world: Hear our stories, learn our lessons
The North has a lot to teach us. We listen and learn about what drives this community’s values and its approach to...
Inuvik, NWT: Indigenous leadership and stewardship in the face of climate change
"There's a lot of things that I believe Inuvik and the Beaufort Delta could teach the world. First and foremost is...
How travel can meet carbon zero goals by 2030
“We don't want to kill travel and tourism, but we have to reach the goal of net zero.” – Bernadett Papp of the...
Nature’s keepers: Campbell River’s stewardship-centred campaign
In the spring of 2023, we had an opportunity to build a campaign that surpassed conventional marketing. It ventured...
Thinking beyond today: Changing the mindset around tourism planning
“We talked enough for 130 years, and we have not done enough, and we are scared of this transformation. And of course...
New series: Europe’s travel leaders discuss the elephant in the room
“Don't only think about what you are doing and the impact that you can have within that little box. But see the...
Putting sustainability into practice in the Netherlands
“One of the biggest challenges we're now facing is how are we going to create tourism policies in a participative...
Building tourism’s circular economy in Friesland
“If you only focus on material flows and make that excellent, and don't think about biodiversity or energy or people...
Beyond overtourism: How Amsterdam defines visitors of value
“We're not a quality police. We're not saying, you're right, you're wrong. We're an open and tolerant city and that's...