In November 2024, the Adventure Travel Trade Association and Tomorrow's Air, in partnership with Innovation Norway, brought together 50 travel business leaders from around the world to address the climate crisis in their industry. We asked them: As a travel company, what makes you think that travel can be sustainable?
Is travel a source of planetary good? Tourism contributes 8-12% of global emissions, with airplanes accounting for a significant portion. When viewed through this lens, travel isn’t inherently a planetary good. However, when done thoughtfully, it can have a positive impact. Travel connects us—to people, places, and ideas that expand our perspectives.
In this video, travel leaders share how they are reshaping their businesses to embrace sustainability and make tourism more responsible. It’s clear that the way we move through the world must evolve. The question isn’t whether we should travel, but rather, how can we do it more responsibly?
The businesses leading this movement are already taking steps. From decarbonizing operations to educating travelers, they are demonstrating that adventure and responsibility can go hand in hand. Their work serves as a reminder that travel isn’t just about seeing the world—it’s about shaping the future we want to create.
To get involved yourself, contact us!
In this video:
Christina Beckmann, Tomorrow's Air
Eric Balian, Terres d'Aventure
Court Whelan, Natural Habitat Adventures
Hege Barnes, Innovation Norway