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Travel must work harder to collaborate on sustainability and highlight progress to consumers

WTM
Gary Noakes
6 November 2025

Travel must collaborate more on sustainability and work harder to engage customers on the progress it is making, an expert panel at WTM London agreed.

WTM London hosted a sustainability-focused Policies and Perceptions panel
(Credit: WTM London)

WTM London hosted a sustainability-focused Policies and Perceptions panel (Credit: WTM London)

The Policies and Perceptions panel agreed the industry carried a responsibility with regards to climate concerns and expectations. However, the panel noted a lack of collaboration between different industry sectors, such as aviation and cruise.

Jane Thompson, director of aviation, travel and tourism at consultancy ICF, said businesses traditionally preferred to be competitive, but gave the example of Oneworld alliance airlines contributing to a sustainable aviation fuel (SAF) development fund.

She said growing ESG (Environmental, Social and Governance) reporting requirements were encouraging businesses to act “more conscientiously as well as be competitive”.