‘Project Protect’ sees the association working with the University of Surrey to analyse sustainability pledges made by members.

‘Protect’ is an acronym for People, Resources, Outreach, Tourism, Environment, Conservation, Tomorrow, which form the main areas that the campaign will focus on.

As part of the campaign, each Aito member will appoint a sustainable tourism representative who will promote environmentally-friendly businesses practices throughout their company.

Aito has created six training videos, along with sustainable tourism factsheets, quizzes and awards to help educate operators and boost engagement. The progress of each member’s sustainable work will then be studied by a PhD student from the University with the establishment’s Professor Xavier Font overseeing the project.

The scheme was developed during a review of Aito’s environmental conduct last November. During it, Aito decided that without supporting sustainability in its destinations, operators “might well not have a business in a few years’ time”.

Aito chairman Derek Moore said: “Protecting the destinations visited by our members’ customers is an essential part of the Aito ethos and part of the overall Aito protection promise. Aito’s Council is fully behind this project and believes that not only will each member benefit, but also the destinations which they serve.

“Staff will also grow in knowledge and in terms of practical skills within the personal skills development programme.  This is a significant five-year investment programme with the aim of helping shore up the future of our travel businesses, for the good of one and all.”

Professor Font added: “The level of engagement in sustainable tourism practices amongst Aito members is quite varied and Project Protect can be adjusted to meet all requirements. 

“Many Aito members are already very well versed in good sustainable tourism practice but they are not qualifying or quantifying their projects year on year.  Neither are they communicating their successes and learnings to their clients in a meaningful way. There are also Aito members who could use more support to instigate and promote sustainable tourism projects in their host destinations.”