Expedia Group has announced a first-of-its kind educational program for DMOs called Destination Climate Champions, launched in partnership with the Travel Foundation.
The online training course and peer learning network 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 program further enables DMOs to communicate credibly with travelers about sustainable tourism in their destination and promote more eco-conscious travel.
Recognizing that many DMOs may lack the resources needed to create a tourism-specific Climate Action Plan, the course will help destinations better meet traveler expectations while building community and industry resilience to the impacts of climate change.
The Destination Climate Champions program is being piloted with 30 destinations and three geographic cohorts across Europe, New Zealand, and the Northwest of the U.S. and Canada. The pilot cohorts began the training in February 2024 and the course will be available globally to additional DMOs later this year. There is no cost to participate; interested DMOs can register here.
“We are excited to embark on this transformative journey and support our DMO partners in this space. We understand that for many of our partners, the topic of sustainability is an urgent issue to address, but is often complex, and it can be hard to know how to put words into meaningful action. Our partnership with Travel Foundation reflects our shared vision of a travel industry that prioritizes both people and the planet. We’re providing DMOs with a step-by-step program that helps them to create a more environmentally-conscious approach to driving demand to their destinations.”
Rob Torres, senior vice president, Media Solutions, Expedia Group
The Destination Climate Champions program was announced by Expedia Group alongside its the launch of its Destination Giveback Initiative, through which it makes donations to local causes identified together with its DMO partner on behalf of both parties, and provides support to local communities where they need it most while driving tourism growth.
Both initiatives are designed to support DMOs in becoming better environmental stewards and helping ensure travel is truly a force for good in their local communities. The new programs are aligned with Expedia Group’s Open World™ social impact and sustainability strategy and its commitment to building resilient prosperity for destinations across the world.
Sustainability is a key value of travelers today. According to Expedia Group Media Solutions research, 90% of consumers already look for sustainable options when booking. And half of consumers would be willing to pay more for a trip if the travel options were more sustainable, meaning destination communities that offer more responsible tourism choices stand to enjoy economic benefits as well.
“Responsible, sustainable travel means experiences that support local communities, while also protecting natural environments. Success requires collective effort – this is critical for the future of global travel,” said . “Many DMOs are eager to take proactive actions on sustainability and social impact but may need initial support to get there. Expedia Group has invested in two new programs to further our destination partners’ capabilities, to transform local travel offerings, and empower travelers to make more responsible travel choices.”
Aditi Mohapatra, Vice President of Global Social Impact and Sustainability at Expedia Group
