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WTM London 2022

World Travel Market has run its Responsible Tourism programme for many years. Our actions speak louder than words when it comes to our commitment to these initiatives. Building a robust and responsible future for travel and tourism is a priority, and World Travel Market London aims to unite the global travel industry with that shared objective.

Through the WTM Responsible Tourism Awards, we recognise and showcase businesses doing the most to develop and implement responsible practices. Our focus is on raising the issues and spreading knowledge about practical solutions.  Juliette Losardo, the exhibition director of WTM London 08 Sept 2022 

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Monday 7th November

Sustainability Stage

10:30 – 11:25 Panel: Why Responsible Tourism Makes Business Sense
There are multiple reasons why taking responsibility for making tourism better and more sustainable makes business sense. It can enhance product quality and reduce costs; it minimises risk, ensures licence to operate, and reduces staff turnover, reducing training costs and enhancing quality For many it is also the right thing to do. We more often hear about the market advantages, richer, more authentic and guilt-free experiences. Differentiation is valuable to any business, non-price competition can attract new customers, build reputations and encourage referrals and repeats. In this session, you will hear from businesses which have benefitted from taking responsibility

Moderator: Harold Goodwin

Tasha Hayes, Operations Director & Sustainability Officer, Contiki
Glynn O'Leary, Chief Executive, Transfrontier Parks Destinations (TFPD)
Carol Rose, Senior Sustainability Manager, ABTA
Charlotte Wwiebe , Group Sustainability Director, TUI
Claire Whitely, Head of Environment, Sustainable Hospitality Alliance

11:30 – 12:00 "How to Treadright" Harold Goodwin, in conversation with Shanon Guihan
Shannon Guihan is Chief Sustainability Officer & Head of TreadRight at The Travel Corporation (TTC), which has 40 brands operating in 70 countries. We shall explore why their Travel Pledge to make travel matter makes business sense, why values matter in travel and tourism and why it makes business sense. Brett Tolman, chair of TTC, writes on their website, “Many expect their travel to be sustainable and are seeking responsible choices, including less environmental impact and helping support communities across the globe, all while ensuring that well-being is top of mind.” We shall explore their 5-year sustainability strategy, How We Tread Right (HWTR), and how and why they support the UN’s development goals.

12:00 – 13:00 There is increasing awareness of global warming. How can businesses best respond and avoid greenwashing?

With extreme heat waves, bushfires and flooding regularly in the news, there is growing awareness of the consequences and causes of climate change. Last year the UN Secretary-General António Guterres described the last IPCC report as “a code red for humanity”, “If we combine forces now, we can avert climate catastrophe. But… there is no time for delay and no room for excuses.” He was damning: “The facts are undeniable. This abdication of leadership is criminal. The world’s biggest polluters are guilty of arson of our only home.”  In this panel, businesses will discuss how they have responded to increasing awareness among consumers of the damage caused by carbon emissions and their expectation that businesses will reduce emissions.

Moderator: Harold Goodwin
Jane Ashton Sustainability Director, easyJet PLC
Gavin Brooking
UK Managing Director, TOOTbus.
Stelian Iacob, Senior Vice President & Chief Operating Officer of Therme Group & CEO of Therme Group UK. 
Hazel McGuire, General Manager UK & Ireland, Intrepid
Nadine Pinto, Global Sustainability Manager, The Travel Corporation & TreadRight

Future Stage

13:15-14:00 Growing Consumer Demand for Responsible Tourism

Consumer surveys by Booking.com, Expedia, Euromonitor, IBM, and the Boston Consulting Group reveal a rapidly changing market. Consumers from nearly all source markets, in ever greater numbers, are seeking more sustainable holidays. Increasingly travellers are looking to purchase more sustainable travel opportunities, but they report that these options are difficult to find. In this session, you will hear from industry leaders about the trends and how to respond to them.

Moderator: Tanya Beckett
Matt Callaghan, Director of Customer and Operations, easyJet Holidays
Danielle De Silva, Director of Global Sustainability at Booking.com.
Arvid Singh Secretary, Government of India, Ministry of Tourism
Eva Stewart Global Sector Head of Travel & Tourism, YouGov
Chris Warren, CEO My Green Butler

14:00-14:45 The Global Responsible Tourism Awards

Every year remarkable new responsible businesses and destinations are ‘discovered’ and recognised through the Awards. The WTM Responsible Tourism Awards We have two sets of presentations in the 18th year of the WTM Responsible Tourism Awards. The BBC’s Tanya Beckett will present the Gold and Silver Awards to those businesses and destinations which have been recognised by the judges in the Rest of the World. The Gold winners from Africa, India, Latin America, and the Rest of the World have been entered into the Global Awards – we shall be announcing and showcasing the Global winners.

Come along to hear what the leaders are achieving, does doing business with them make business sense for you?

Presenter: Tanya Beckett


Maharashtra  Tourism Stand AS470 (S8) 15:30-16:30 

Maharashtra is signing an MoU with the ICRT India to develop Responsible Tourism in the state and unveiling its rethinking of tourism after the pandemic.


Sustainable Stage

Rest of the World and Global Responsible Tourism Awards Reception 17:00-18:00

Tuesday 8th November

Sustainable Stage 10:30-13:00

10:30 – 11:20 Our world is diverse but how diverse and inclusive are our businesses?
 Our industry depends on our world’s diversity; we travel to experience that difference – cultures, nature, climate and landscapes. If everywhere was the same, there would be far less desire to travel and experience the other. There would be fewer business opportunities. But, how diverse and inclusive is our industry? In the age of mass travel, it is all too easy to ignore groups with different interests or who are differently abled. Our panellists will share their experience of employing the differently abled and providing travel and itineraries for groups who often feel excluded from the mainstream industry. Pricing, too, is an issue. How can we provide great experiences for families and those with lower incomes?

Moderator: Harold Goodwin
Adama Bah, Director ICRT West Africa
David Meany, Director Partner Marketing, The Travel Corporation
Manisha Pande, Village Ways and ICRT Foundation, India
Gustavo Pinto, ICRT Brazil

11:30 – 12:00  Outbound Travel and Tourism in 2035

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Harold Goodwin, in conversation with Garry Wilson,  Chief Executive Officer - easyJet Holidays

When easyJet Holidays launched in 2019 they sought to be industry leaders in sustainability. Their sustainability strategy aligned with the UN's SDGs and to have real impact, making meaningful change for the people and places that make easyJet holiday destinations so special. Previously at TUI Garry has been in a senior position in tour operating for 25 years, he has seen a lot of change, but what changes will come in the future? Our conversation will range from changes in aviation ground transportation, accommodation and the visitor experience in an increasingly competitive world. Garry has long been a leader in Responsible Tourism, why does it make business sense and what are the trends that will shape it over the next few years?

12:00 – 13:00 Responsible Marketing – securing the business advantage

“Tall poppy syndrome” is used in Australia and New Zealand to describe the fear that some businesses have about talking about how they make tourism better, they fear that they'll be criticised.  It is an issue for businesses that take responsibility and make tourism better for the environment, nature and local people. Too often, the syndrome discourages businesses and destinations from talking openly about their achievements out of modesty, a sense that they are not yet perfect, or fear of being criticised or sabotaged. In this panel, we’ll explore with businesses which do effectively use their responsibility in their marketing and equip you with the “Dos and Don’ts” for your business. An opportunity to learn from those who have successfully used their sustainability efforts as part of their marketing

Moderator: Harold Goodwin

Wolfgang Georg Arlt, Professor and CEO Meaningful Tourism Center.
Ian Corbett, Sustainable Business Manager, TUI
Xavier Font
Professor of Sustainability Marketing, University of Surrey
Sarah Habsburg-Lothringen,
 Hotel Marketing Consultant & Founder of The School for Responsible Tourism
Rupesh Kumar  Responsible Tourism Mission, Kerala
Tim Williamson, Customer Director, Responsible Travel

Wednesday 9th November 

India is now the world's leading Responsible Tourism Destination

Late year India won four of the six WTM Global Responsible Tourism Awards.  It is fair to say that Kerala established Responsible Tourism in India. Madhya Pradesh has learned from  Kerala and adapted the Responsible Tourism principles to deliver on local priories in communities across the state

The two Responsible Tourism Missions are not in competition with each other, they are two very different states. One of the fundamental principles of Responsible Tourism is that governments, communities and businesses identify issues, problems or challenges, in the destination which tourism can be used to do something about. The issues vary from place to place.

Kerala and Madhya Pradesh have each  organised  presentations at WTM on Wednesday 9th November


11:00-11:50  South Gallery SG Room 6

‘Kerala shows the path: The 15 years of Kerala’s Responsible Tourism Journey

In 2017 Kerala established a Responsible Tourism Mission which has rolled out the practices developed from Kumarakom across the state. At the core of its strategy are Village Life Experiences and producer groups.  Kerala won four Golds in the ICRT Awards presented at Bhopal in Madhya Pradesh in September. The RT Mission’s innovative project STREET (Sustainable, Tangible, Responsible, Experiential, Ethnic Tourism) is ensuring that tourism in community-led through the panchayats and producing great experiences for visitors. Experiential tourism is popular with domestic and international visitors alike. There is more about Responsible  Tourism in Kerala here

Speakers include: Mr. P A Mohamed Riyas, Hon’ Minister for Tourism, Mr. K S Srinivas IAS, Principal Secretary, and  Mr.P.B  Nooh IAS , Director Tourism from Kerala Tourism, and Dr Harold Goodwin WTM RT Advisor and Responsible Tourism Partnership, Adama Bah, ICRT West Africa and Glynn O'Leary ICRT South Africa, Rupeshkumar K, State Responsible Tourism Mission Coordinator, Kerala

12:00 - 12:50 on the Madhya Pradesh stand AS2329

For Madhya Pradesh  “Responsible Tourism is about using tourism to make better places to live in and better places to visit.” The Responsible Tourism Mission’s objective is clearly asserted “Empowering Local Communities Through Tourism.”There is more about Responsible  Tourism in Madhya Pradesh here 




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