Travel For Good:
A Foreword

Fiona Jeffery OBE, 

March 19, 2020

The notion of sustainability in travel has existed for over twenty years, and there has indeed been much great work undertaken. The problem is though, not enough.


The biggest positive breakthrough we saw last year, I believe, was the tipping point that we collectively reached in industry-wide consciousness. Greta Thunberg forced us into the public domain and the degree of momentum has now gathered in pace exponentially.


There is now a palpable prioritisation of products, projects and initiatives which are fundamentally changing the way we do business for the better. When a tipping point is reached, no one can continue to deny it – everyone in the travel industry now has to recognise it, embrace it and shift towards positive change. We can’t ban words like ‘over-tourism’, nor can we ignore the elephant in the room – or it will soon be extinct.

“We can’t ban words like ‘over-tourism’, nor can we ignore the elephant in the room – or it will soon be extinct.”

This issue has now entered the public and industry’s consciousness for good, and we are seeing great positive strides in innovation with powerful and tangible results. We all now have to act, and initiatives like this compendium of Travel for Good further add to the momentum. I commend the initiators and urge you to read and distribute the projects in here physically, digitally or by word of mouth. Travel for Good aims to share new ideas, educate on best practices, and commend key examples of what’s going on to encourage others to do the same.


2020 will continue this momentum and I urge you all to ensure every organisation you are working for gets onboard as an agent of change. Thank you and wishing you a positive and purposeful 2020 – an exciting new decade that inspires Travel for Good.

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