USTOA Events

SIR - Sustainability is Responsibility Virtual Conversation

Event Details

Thursday, September 10, 2020
12:00pm to 1:00pm ET

sir branding webinar
Sustainability in Action - Impact & Profitability

Join us for an educational and inspirational session with sustainability thought leader Malcolm Preston on the importance and relevance of sustainable operations needed to build a more impactful future for the global tourism industry. Gain insight into the value, benefits and profit potentials, and learn about useful tools and the metrics needed to implement into your own organization. 

This mini-workshop will include a fireside chat with acclaimed conservationist, photographer, and CEO of Lindblad Expeditions, Sven-Olof Lindblad, as he shares his experiences working with environmentally sensitive expedition travel. Lindblad built his company around a core tenet: to provide travelers the opportunity to discover for themselves the natural, cultural and historic regions of the world and to provide thoughtful approaches that make such travels enriching, responsible, safe, fun and memorable.

Thought Leader
Malcolm Preston
Former head of PWC's Global Sustainability Division and PWC's Global Travel & Tourism
Currently, on the Faculty at Harvard and the Kellogg School of Management

Guest Speaker
Sven-Olof Lindblad
Lindblad Expeditions

Hosted by USTOA & VisitNorway – part of our Sustainability is Responsibility series of initiative content series.

The is no doubt that Norway takes environmental issues seriously. Nature plays an important part in many Norwegians' lives, and they are very keen to preserve the country's unspoilt wilderness with waterfalls, fjords and glaciers. Therefore Norway is constantly working to improve sustainability in all business segments, including travel and tourism. Althought sustainability is important across the whole of Norway, a few Norwegian destinations have obtained the prestigious Sustainable destination standard. In order to qualify for this label, destinations must demostrate their commitment to provide the best possible experience for visitors while keeping the negative impact of tourism to a minimum. This is done by fulfilling 45 criteria and 108 indicators that cover nature, culture, environment, social values, community involvement and economic viability. 

Click on this link to register for this event.

Please contact Peggy Murphy at with any questions. 

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