UNWTO Unveils Green Campaign at Copenhagen Summit

“Live the Deal,” a global campaign backed by the U.N. World Tourism Organization (UNTWO) to help travel companies and destinations respond to Climate Change, reduce their carbon footprint and move to the Green Economy, was launched this week during the Copenhagen Climate Summit.

“What Copenhagen represents is a new commitment by the world community towards sustainable low carbon growth patterns,” said Geoffrey Lipman UNWTO assistant secretary-general.

“The targets and mitigation actions that countries develop and negotiate through this process will be a new base for travel industry action,” added Lipman. “What we are providing is a very simple way to get behind the evolving government initiatives, to keep pace with changing patterns and to demonstrate that our sector is acting, not simply talking. We should not be ashamed to promote the growth of smart travel – clean green, ethical and quality - it’s the lifeblood of trade, commerce and human connection.

“Live the Deal” follows the pattern established in the UN-led Copenhagen Seal the Deal campaign by its single minded focus, its simplicity and its broad based engagement goals. It will seek to encourage the sector directly and through representative organizations. It has been developed with the support of UNWTO, whose Secretary-General Taleb Rifai calls it “the kind of link between global policymaking and responsible tourism action that we are looking to inspire and encourage. Our sector fuels the economy, creates jobs and is one of the biggest development opportunities for the world’s poorest countries – and it can be a leader in the transformation to a green economy.”

The campaign will be underpinned by a simple carbon calculation tool that allows easy correlation with government targets and implementation measures, as well as a Think Tank and Annual Innovations & Investment Summit. The inaugural Summit will be in Abu Dhabi in the final quarter of 2010. “Live the Deal” will be promoted by a multimedia video “We Can Take this Climate Change” from platinum album writer and singer Alston Koch, which will be released around the world in 2010.

A Joint Communiqué from UNWTO and the World Travel & Tourism Council (WTTC) said: “The sustainability of the Travel & Tourism industry and that of the environment are mutually dependent. Using its role as an international conduit for peace and prosperity, the industry is actively engaged in the protection of fragile ecosystems and indigenous communities and contributes towards the successful advancement of the UN Millennium Development Goals, especially poverty alleviation in developing countries. Travel & Tourism’s far-reaching benefits position it as a leading player in a strong, united, global effort at combating climate change.”

Both organizations will jointly host a side event during the COP-15 negotiations on Dec. 18: Addressing the Challenges of Climate Change – Perspectives from the Travel & Tourism Sector. The event will highlight innovators from the private and public sector from across the world and all sectors of the industry. Under the leadership of WTTC and UNWTO, examples of best practices will be presented “in order to communicate to policy-makers and the rest of the industry Travel & Tourism’s proactive approach to carbon emissions’ mitigation and adaptation. A sound framework is critical for the Travel & Tourism industry to give companies the transparency necessary to make informed investment decisions, many of which can strongly influence a nation’s economic development. The Copenhagen Agreement provides a unique opportunity to set the foundation upon which a resilient green economy can be developed.”

UNWTO’s Davos Declaration Process on climate change response paved the way to position the tourism industry as a relevant player of global climate neutrality, according to UNWTO Secretary-General Taleb Rifai. “Joining forces for tourism to speak as one in Copenhagen responds furthermore to a key recommendation of the UNWTO Roadmap for Recovery, highlighting the importance of building a strong public-private dialogue and boosting strong partnerships,” he said. “The great cross-cutting impact of our industry makes it necessary to establish and maintain this close collaboration, and I am confident that together we will contribute to a better positioning of travel and tourism in the global climate response agenda.”