USTOA Events

Webinar: SIR - Sustainability is Responsibility Series

Event Details

Wednesday, May 19, 2021
11:00 am to 12:30 pm EDT

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Sustainability in Action - Impact & Profitability

DATE: Wednesday, May 19, 2021
TIME: 11:00 am to 12:30 pm EDT
PLATFORM: Zoom Webinar

Join USTOA and our partner, Visit Norway, for the next in our "SIR - Sustainability is Responsibility" content series. After covering some of the fundamentals of what makes a sustainability strategy in past sessions, this session will seek to bring core concepts to life through an interactive panel featuring USTOA Active Members who are each at differing levels of developing their sustainability frameworks. Through a moderated conversation with our returning facilitator, Malcolm Preston, we will seek to uncover the good, bad and ugly of sustainability policy development and the ongoing quest to make sustainability not only functional, but profitable. 

This session will have particular focus on carbon offsetting thanks to our partner and carbon offsetting specialist, South Pole. Representatives from South Pole will discuss how exactly to measure carbon footprint, the quest for "net zero" and how carbon offsetting fits into a larger sustainability strategy. 

The focus on this session will be a panel discussion on implementing sustainable principles with various USTOA Active Members, however, for those interested in having a more in-depth and interactive discussion on the mechanics of carbon offsetting, a separate 30 minute add-on will take place following the main session which will give participants a chance to engage directly with South Pole and discuss the nitty gritty of offsetting. 

Webinar Recording
Scope Emissions Slide
South Pole Presentation
VisitNorway National Tourism Strategy Presentation

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

USTOA Active Member Panelists
Keith Sproule
Executive Director, A&K Philanthropy
Abercrombie & Kent USA
Heather Magnussen
Responsible Travel & Sustainability Manager
Audley Travel
Diana Ditto
Director of Product Design
Timo Shaw
VBT Bicycling Vacations and Country Walkers

Hosted by USTOA & VisitNorway – part of our SIR - Sustainability is Responsibility 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. 



About South Pole
South Pole works with businesses and governments across the globe to help realize deep decarbonization pathways across industries, based on a thorough understanding of climate risks and opportunities in specific sectors, as well as in the highest emission reduction standards. South Pole's team of over 400 social entrepreneurs globally are developing innovative solutions tailored to the needs of specific organizations and entire sectors.

Please contact Luis Maravi at with any questions. 

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