Climate change already reshaping destinations, disrupting livelihoods and undermining the natural and cultural assets on which visitor economies depend. Yet too much of tourism’s response remains fragmented, voluntary and incremental, falling short of what the scale of risk demands.
Travel Forward exists to change that. We work with destinations and tourism businesses to turn climate ambition into coordinated, practical action, helping the sector move faster by doing together what no single organisation can achieve alone. Our focus is on building capability, aligning public and private organisations, and embedding climate action into the decisions that shape tourism’s future.
Enabling climate action
We have supported destinations and tourism organisations to move from intent to delivery by:
- Creating clear, practical frameworks for climate action planning
- Building the skills, confidence and leadership needed to act
- Aligning public and private sector efforts to unlock destination-wide solutions
- Sharing tools, evidence and real-world examples
This work is grounded in a simple truth: climate action in tourism delivers the best results when action is embedded into strategy, not treated as an add-on.
“Sustainability is not just a trend; it’s a responsibility we owe to our destinations and the planet. Through building climate action plans and ensuring that concrete action is embedded in DMO strategies, we believe that DMOs can make a huge difference.”
Ewout Versloot, Strategist, Netherlands Board of Tourism & Conventions
Shaping global action: the Glasgow Declaration on Climate Action in Tourism
Collective action has been central to our approach from the start. We are a co-author of the Glasgow Declaration on Climate Action in Tourism, the UN Tourism-led framework aligning climate commitments across the sector.
The Declaration calls for a decade of action to halve tourism emissions by 2030 and sets out five shared pathways: measure, decarbonise, regenerate, collaborate and finance. Hundreds of tourism organisations have already signed up, including destination organisations, national tourism bodies and tourism businesses.
Our role goes beyond authorship. We support destinations and companies to translate commitments into credible plans and delivery on the ground.
Proving what works: destination climate action in practice
We have helped destinations with very different contexts move from climate intent to practical action, creating examples others can adapt and build on.
Scotland: from pilots to a national framework
Working with VisitScotland and Scotland’s enterprise agencies, we supported pilot climate action planning in Glasgow, the Outer Hebrides and Inverness & Loch Ness. These pilots produced initial Climate Action Plans and a shared framework that now guides climate action planning across Scottish destinations.
The Netherlands: building climate capability across destinations
In partnership with the Netherlands Board of Tourism & Conventions and the destinations of Amsterdam, Leiden, Eindhoven and Drenthe, we co-designed the Climate Capacity Building Programme. Aligned with the Glasgow Declaration, it strengthened climate literacy and embedded climate action into destination strategies and policies.
Finland: aligning action beyond tourism silos
We supported Visit Finland to deliver a national tourism climate action plan aligned with Finland’s goal of carbon neutrality by 2035. The work focused on enabling action across transport, data, monitoring and policy, showing how tourism can contribute meaningfully to wider climate goals.
Guatemala: supporting a national turning point
We worked with Cámara de Turismo de Guatemala (CAMTUR) and its multi-sector Consultative Committee to develop Guatemala’s first National Tourism Climate Action Strategy. This is more than a policy document. It is a robust roadmap that embeds climate justice and community participation, strengthens governance, and lays the foundations to mobilise finance and support businesses and communities through a just transition.
Regional leadership in the Caribbean
We supported the Organisation of Eastern Caribbean States (OECS) to co-create and launch a regional Climate Action Plan for Tourism, developed with tourism and environment officials across 11 island states.
The plan sets a shared direction for resilience, low-carbon pathways and regional collaboration, demonstrating how collective action can increase impact and reduce vulnerability.
“The strength of this initiative lies in the way it was created, grounded in evidence, informed by community voices, co-owned across ministries, and aligned with both regional strategies and global climate goals. This is exactly the kind of systemic change we need.”
Jeremy Sampson, CEO, Travel Forward
Tools and training that enable destinations to act
We’ve also developed practical guidance that allows destinations to move faster without starting from scratch, including:
- Destination Climate Champions, a self-paced, free, online training programme created with Expedia Group for DMOs. The course equips DMO staff with the knowledge and skills to serve as climate champions and incorporate a climate lens into their day-to-day work, while also creating a destination specific Climate Action Plan.
- The Blueprint for Tourism Climate Action Plans, a guide for Mediterranean destinatoins (but also helpful for other destinations).
- Climate action planning toolkit, including templates and prioritisation tool grounded in real destination experience
- Destination Stewardship a Guide to Action on Climate Change -featuring 37 actions, plus global case studies.
These and more resources are available in our Resources hub.
Working with tourism businesses to lead change
We have supported leading tourism business, Preferred Travel Group, to develop a credible climate action plan, and equip their teams and partners to act as climate ambassadors, extending impact across supply chains and destinations. We’ve also supported Preferred Travel Group to take a leadership role on this issue and encourage climate action across the sector.
Why this matters
Climate risk is already reshaping tourism’s operating environment. Destinations and businesses that delay face rising instability, loss of community support and growing financial and reputational risk. Those that act together can protect value, build resilience and secure a more viable future for tourism and the communities it depends on.
Get in touch
For support, or to get involved in pilot projects, research and campaigns.
