USTOA Events

SIR - Sustainability is Responsibility Summit

Event Details

May 20-21, 2020
Bodø, Norwegian Arctic


The world’s increasing population and improving economy is leading to growth in global travel. More people are seeking to explore and discover the world than ever before, leading to increased environmental concerns and impact on vulnerable areas. Sustainable travel will be the new norm, and people will be more and more conscious of where they travel, how they travel and the physical and societal impact their travel has on the areas and communities they visit. The global tourism industry needs to work together, through the whole value chain, to find a way that tourism and the tourism industry can be maintained long-term without harming natural and cultural environments whilst still maintaining profitability.

SIR - Sustainability is Responsibility Summit will bring member representatives from across the travel industry value chain to the table for interactive dialog, educational content and case study learnings. This will foster future collaborations, innovative approaches and cross-sector learnings that benefits everyone involved and set the path for a more sustainable future for the travel industry. SIR is an annual platform for USTOA to leverage the collective brain power, insight and network of the USTOA ecosystem to learn, discuss, reflect and find viable business solutions to the issues of sustainability, over tourism and other related problems facing the whole industry value chain.

USTOA's first ever SIR Summit will take place in the Norwegian Arctic on May 20-21, 2020.

Two interactive, result oriented and action based days structured as follows:

Day 1, Wednesday May 20: Expert presentations, case study learnings, interactive discussions and collaborative mapping of solutions and opportunities.

Day 2, Thursday May 21: Local excursions and site visit(s) to experience and get first-hand inspiration from innovative and sustainably value-driven products and services.

Interested in attending SIR?


Why Norway?
Sustainability and sustainable conscious operations in all aspects of industry, is the mandate from the Norwegian government for all its entities and public organizations. Norway, together with the other Nordic countries, is a global leader in corporate and social responsibility, and have initiated several incentivized and innovative development processes to, among other, turn their heavily funded fossil fuel industry to focus on a green transformation in energy, transportation and technology sector. Norway is also a country of vast pristine nature and a culturally rich heritage that needs to be protected and maintained for future generations. Norway, as such, is a natural starting point for a Sustainability Summit for the global travel industry.

visit bodø_logo_kvadrat

Official Host Destination - Visit Bodø
Few other Norwegian cities and towns have been gifted with such magnificent and spectacular scenery as Bodø. The town provides a fascinating mixture of superb nature and a modern, urban and vibrant lifestyle. Right at the heart of all this you will sense the informal and friendly atmosphere amongst its population. It is a vibrant town, excellent for shopping, cultural and sports and leisure activities. In December 2012 Bodø was rated among the world's top twenty destinations by National Geographic. Located in the heart of what several international tourist organizations have described as the world's most beautiful coastline, the town offers a wide range of spectacular natural experiences - directly at your doorstep.


Official Host Airline - Norwegian
Norwegian Air, the World's Best Low-Cost Long-Haul Airline and New York's largest foreign carrier, offers nonstop flights from NYC to Oslo, along with nonstop flights to Paris, Barcelona, Rome and more. Featuring the new and innovative aircraft, the Dreamliner, Norwegian customers are enabled to minimize their carbon footprint of flight and arrive rested to enjoy the sights of Europe. Visit to access the world!


Official Host Hotel - Thon Hotel Nordlys
Thon Hotel Nordlys is nestled next to the marine and the scenic breakwater in Bodø. The hotel offers stunning views - you can gaze out at the majestic Loftveggen and watch the Hurtigruent boats as they cruise right by the hotel. The hotel has 146 well equipped guest rooms including 16 junior suites, 10 business rooms, 25 superior rooms. The conference rooms are bright and airy and equipped with standard AV aids. Total capacity 380 people. There is no better, more central location to call home while in Bodø.

More details on exact program, speakers, potential pre/post trips and travel logistics will be available in January. For now, please express interest by clicking on the button below.

Interested in attending SIR?

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