Lessons from Anchorage: 5 Years of SIR and a Growing Commitment to Responsible Tourism 

By Molly Lacob, USTOA Global Social Impact Manager

Each year after returning from the annual Sustainability is Responsibility (SIR) summit, there is a sense of momentum amongst the USTOA community that reminds us why we fell in love with Travel and Tourism in the first place – the willingness to collaborate for the betterment of people and places. Our time in Anchorage, Alaska for the 2026 SIR Summit was a wonderful example of partnership in practice. Throughout the summit, Indigenous leaders, business owners, policy advocates, and sustainability champions came together to explore vital questions: How do we grow without exploiting? How do people, places, and policy work together? We heard from those working to protect wildlife habitat, manage visitor pressure, and ensure that tourism strengthens—not overwhelm—the communities that call Alaska home. What stood out most was the shared belief that successful tourism isn’t measured solely by visitor numbers, but by the long-term benefits it creates for residents, businesses, and the environment.  

The rapidly evolving world of responsible tourism inspires us to create the summits around the current focuses of our members, meaning each summit will look different. Gina Bang, from Avanti Destinations explains how this evolution has assisted their sustainability strategy. “SIR transformed how I think about my company’s role in this industry. We started asking “What does sustainability mean to us?” After five summits, we’re asking “How do we embed these principles into everything we do?” That’s the shift SIR creates—from awareness to action, from individual effort to collective movement.” 

The introduction of SIR Working Groups brought together a new range of expertise from members, local environmental advocates in Alaska, and our facilitator, Graham Miller. The working groups, divided into focus areas surrounding overtourism, climate risk, aviation, and carbon calculators, inspired in-depth discussions regarding the future of our industry, while simultaneously listening to ongoing case studies from locals working towards a better future for Travel and Tourism in Alaska. 

Julia Cope from USTOA’s newest Active Member Backroads, arrived at the summit as a member of the Climate Risk Working Group, yet left eager to follow along the progress of the remining three working groups, as they all offer guidance for her upcoming goals. “As a first time SIR summit attendee, I can confidently say that the 2026 SIR summit was a pinnacle professional experience in my career to date. Working in small groups with brilliant, experienced minds at the niche intersection of travel and sustainability and reaching actionable outcomes towards solutions for some of the greatest community and environmental challenges we face as an industry, all while surrounded by the beauty of Alaska’s Chugach mountains, was surreal.” 

While there is a consensus that progress has been made over the last five years, the SIR Community’s momentum only continues to grow, inspiring many to return year after year to evolve alongside their fellow USTOA members. Our time in Anchorage taught us how intentionally they are thinking about the future of tourism while balancing visitor growth with community wellbeing, cultural preservation, and environmental stewardship – all while navigating a complex policy environment. 

Kelly P. Sahner from The Sahner Group shared “Attending my 5th USTOA Sustainability Is Responsibility (SIR) event was truly special. A heartfelt thank you to Alaska for hosting us and to Graham Miller for once again delivering such thought-provoking insights and education. There is something genuinely energizing about being in a room full of people who share a deep commitment to sustainability and the future of travel not because they have to be there, but because they believe in it. That passion is palpable, and it’s contagious. Sustainability is not just important to our industry, it is essential to its future. What USTOA has built with SIR is remarkable: a platform that not only champions this cause but actively supports travel organizations at every stage of their sustainability journey. The leadership and dedication shown by USTOA continue to raise the bar for what our industry can and should aspire to.  Here’s to continuing the journey — together.” 

The SIR community displays the USTOA community’s strength so beautifully, as there is a deep understanding that the stronger our bonds as an association, the further we will go individually and as an industry. We leave each summit with stronger member to member connections, a deeper appreciation for our destination host, a long list of practices to implement within our organizations, and a renewed sense of responsibility for driving change. It’s almost as if the summit is our annual opportunity to take a step back from the responsible tourism “puzzle”, listen to our fellow member’s challenges, and rearrange the pieces to discover something that positively impacts travelers, tour operators, the value chain, and most importantly, the people who call the beautiful destinations home. None of this would be possible without the honesty, transparency, and storytelling of those throughout our industry. Anchorage reminded us that the future of tourism depends on collaboration, transparency, and a willingness to learn from one another. As destinations around the world grapple with growth, climate challenges, and changing traveler expectations, the conversations happening in Alaska offer valuable lessons for us all. 

For more information on the SIR Summit, and other opportunities to join our community, please visit the SIR Resources Hub. 

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