Our Mission

Travel is an incredible gift. It has the ability to open our eyes to the unique cultures and beauty of the natural world. But with this gift comes a responsibility - to protect the world as we know it. Tourism can bring much needed economic opportunities for local communities and funds for conservation. But, when not well managed, it can create long term problems for local residents and the environment. 

Gerard Depardieu

Actor & Cultural Ambassador

Richard Branson

Entrepreneur & Philanthropist

Leonardo DiCaprio

Actor & Environmentalist

Our mission is to reduce the negative impacts of tourism and harness the opportunities for local livelihoods and conservation. We would like to promote tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment, and the host communities. 

Gerard Lawless


Cara Delevingne

Actress & Activist

Sylvie Meis

Entrepreneur & Presenter

To achieve this, we support tourism stakeholders such as hospitality and community groups, to create systematic change in the way that tourism is approached and managed. Bringing together stakeholders to develop practical solutions which maximise the benefits and minimise the negative impacts of tourism in destinations will be approached by:

  • Identifying, measuring and managing the impacts of their tourism activities.

  • Embedding sustainability into core policies, supporting frameworks and operational practices.

  • Sharing the results of their work with their peers and competitors, inspiring change in others.

Gisele Bundchen

Model & Philanthropist

Jane Goodall

Anthropologist & Primatologist


Mourad Kahoul

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