Inspire Global is a B2B membership association headed by former Latin America Travel Association chief Byron Shirto, which describes itself as a trade organisation “whose purpose is to provide a global community and marketplace for the promotion of sustainable, positive-impact tourism”.

Shirto said a shift in attitudes post-pandemic towards rebuilding tourism sustainably and ethically had led to the launch of the new trade community for agents, operators and suppliers that wished to be more sustainable.

“It’s primarily to bring people together to promote positive-impact tourism – we’re non-geographic,” Shirto told TTG, adding Inspire Global would “ensure travel agents, operators, suppliers and consumers were singing from the same hymn sheet”.

Shirto explained the thinking behind the new venture. “Throughout Covid I realised a lot of tour operators had to expand their portfolio to spread risks rather than rely on one geographic area. I felt we could unite them on common ground – I’m banging a more generic drum.”

Those already signed up include South Africa Tourism, Swiss Travel, Alfred& by Kuoni, Audley Travel, Travel Without Plastic and carbon footprint consultants ecollective.

Inspire Global will seek to attract businesses keen to work towards best sustainability practice, Shirto said. “We have those that are starting out as well as the more established organisations with a strong sustainability ethos."

Membership is free for agents and operators, while suppliers will pay £295 with a £100 joining fee.

Shirto said there were currently around 50 companies and organisations signed up, with many more expected to follow over the coming weeks and months.