For campaigners and policymakers, this report is a guide to the relationship between the Travel & Tourism sector and nature, with policy suggestions and a comprehensive overview of research. For businesses, it serves as a practical guide – with advice on navigating your organisation toward a Nature Positive Tourism future. The chapters of the report are set out as follows:

Chapter 1 delves into the background of Nature Positive Tourism, introducing some of the treaties and agreements that led to the movement’s emergence. The various ways our sector depends on nature and the effects of that dependence are also outlined.

Chapter 2 surveys attitudes to the Nature Positive agenda among governments, businesses and consumers. It also touches on the relationship between our movement and efforts to empower indigenous communities.

Chapter 3 is aimed at businesses. It presents findings from our cross-sector consultation of Travel & Tourism providers and gives recommendations and advice for each stage of the Nature Positive Tourism Roadmap.

Chapter 4 suggests how governments can speed up the transition to a nature-positive future. Additionally, it delves into the potential for Travel & Tourism to be a “Guardian of Nature”, spearheading a society-wide movement that extends beyond the sector itself.

The report also highlights case studies and helpful tips. These are aimed at the many businesses who possess both the means and the willingness, but who may lack the knowledge, to wholeheartedly embrace Nature Positive Tourism.

A historic consultation

Many recommendations within the report flow from a cross-sector survey of experts. Undertaken between July and September 2023, this yielded several firm conclusions about the challenges and priorities of Nature Positive Tourism. These are grouped under two main themes: awareness and action:

Awareness

• Communications campaigns are needed to a) highlight the role of nature and biodiversity in Travel & Tourism, and b) ensure all stakeholders, especially tourists themselves, are informed and involved in the transformative process.
• A lack of familiarity with nature risk is preventing tourism businesses from accurately measuring and tackling their environmental impact.
• Tourism businesses should a) inform and involve their staff throughout all their operations and b) consult with local communities to pinpoint actions to help people and the planet.
• The Nature Positive Tourism Partnership is vital for guiding and supporting the sector as it strives to realise Nature Positive Tourism and work towards net positive for nature.

Action

• The tourism sector must act now to put biodiversity concerns at the forefront of business decision-making.
• The gap must be plugged between pledges to protect biodiversity and the implementation of policies and in-destination actions that make a real difference.
• Businesses need to regularly assess their nature-related risks and impacts, recognising that each business and tourism industry may have different impacts and require a customised approach.
• We need ways to identify suppliers who follow nature-positive principles so that measures to protect biodiversity flow through the tourism value chain.
• Partnerships between government, businesses and communities, combined with strengthening national tourism policies, will help Travel & Tourism halt biodiversity loss and emerge as a force for good.

This report aspires to be a catalyst not just for discussion, but for action. However, the promise of Nature Positive Tourism cannot be realised by consumers, governments or industry leaders acting alone. Only through partnership, and collective determination, can we build a more sustainable sector – one that thrives commercially while protecting nature’s wonders. This ethos resonates through each of the following chapters.

1. Foreword
2. Executive Summary
3. Chapter 1 The Business Case
4. Chapter 2 Where We Are Now
5. Chapter 3 A Roadmap For Businesses
6. Chapter 4 Strengthening National Tourism Policies
7. Conclusion