Unwavering in our commitment to sustainability in 2025
We’re back! Back with an unwavering commitment to sustainability in 2025. While that sounds brash and bold, the turbulence of our climate and the simultaneous polycrises requires a disciplined commitment to advancing sustainability.
What does this look like for us? We started the year by collaborating with our partner organisation, the GDS-Movement for their annual strategy workshop held in the Penedès region, Spain. This workshop brings together GDSM consultants, (including me, Jessica) from across the world to share insights, develop ideas, and advance sustainability for the visitor economy. GDS-M work with destinations, event organisations, associations and industry seeking to provide solutions for looking beyond sustainability and into a regenerative, circular mindset which is why this annual strategy workshop is pivotal to how to plan our future.
GDS-Movement Workshop, Jan 2025
The annual workshop brought together the global consultants to share ideas, insights and solutions for sustainability in the visitor economy.
Some of my key takeaways from the workshop this year which underpin where we head next locally in Aotearoa:
2030 Climate Commitments
It’s impossible to ignore how quickly we are approaching 2030. That milestone, less than five years away, represents a crucial deadline for both the tourism and event sectors in meeting their climate commitments. During my recent trip to Spain, where I had the opportunity to collaborate with my GDS-Movement team, the urgency of this reality has really hit home. As we head back out into our tourism and event eco-systems this year and discuss sustainability and regenerative practices, we must also face the hard truth: we are simply not moving quickly enough to meet the promises we’ve made.
For many organisations, 2030 represents more than just a number on the calendar. It’s a target year for reducing carbon emissions, implementing sustainable business practices, and transforming how our tourism and event sectors operate. Many of the commitments made by destinations, visitor experiences, by event agencies, through global platforms such as NZCE are now entering a critical phase of implementation. But here’s the challenge: despite years of planning, we’re still far from achieving the kind of acceleration needed to meet these ambitious goals.
EU Green Claims Directive
The European Union's Green Claims Directive is poised to significantly impact how environmental claims are substantiated and communicated across industries. While the directive is primarily aimed at businesses operating within the EU, its implications extend far beyond European borders, making it crucial for companies worldwide, including those in Aotearoa New Zealand, to pay close attention.
The new Directive mandates that companies substantiate environmental claims with robust, science-based evidence and undergo independent verification. This approach aims to combat greenwashing and ensure consumers receive reliable information. For New Zealand businesses, especially those exporting to the EU, aligning with these standards is essential.
As the Directive emphasises the need for verified environmental claims, the role of certifications becomes increasingly vital. Independent sustainability certifications serve as credible proof of an organisation’s environmental performance, offering consumers and partners confidence in the authenticity of sustainability claims. For New Zealand companies, obtaining recognised certifications can enhance competitiveness, but also represents a shift towards complete transparency and accountability.
DEI and Accessibility
In recent years, diversity, equity, and inclusion (DEI) have become crucial priorities in the global tourism sector. While some major companies, particularly in the United States, have been publicly retracting DEI policies, the tourism industry is moving in the opposite direction. Many destinations and tourism operators are recognising the significant value of fostering diverse, inclusive environments that cater to the needs of a broad range of travelers.
One of the key aspects of this evolution is the growing importance of accessible tourism, something we wrote about last year. As more tourists with disabilities—whether physical, cognitive, or otherwise—seek out meaningful travel experiences, the demand for inclusive services has never been higher. From wheelchair-friendly transport and accommodations to tailored experiences for cognitive disabilities, tourism businesses are making strides in offering more accessible options for all.
This refreshed focus on accessibility not only aligns with DEI principles but also opens up new markets, ensuring that travel is available to a wider audience. As a result, destinations and businesses that prioritise DEI and accessibility are positioning themselves as leaders in an increasingly competitive and socially conscious global tourism industry. This shift towards inclusive tourism reflects a broader cultural transformation and demonstrates the sector's commitment to ensuring that every traveler, regardless of background or ability, can access the world’s experiences.
Navigating Political Turbulence on Climate
The political landscape around climate action can often feel like a stormy sea, particularly when leadership changes bring major shifts in priorities. The recent moves by the new Trump administration in the United States repealing key climate commitments, alongside calls to "dig dig dig for oil," reflect a broader trend in many conservative or right-leaning governments. For these administrations, economic growth often takes precedence over addressing the urgent need for climate action.
Despite these political headwinds, it’s more important than ever to stay steadfast in our commitment to sustainability. While political influences, even here in Aotearoa can be difficult to navigate and can sometimes slow progress, the urgency of the climate crisis does not diminish. As organisations and individuals, we must continue to push for sustainability by aligning with science-based targets, focusing on decarbonisation, and integrating environmental practices that contribute to long-term resilience in our tourism and event sectors.
Remaining committed to sustainability means understanding that political change is inevitable, but the need for environmental action is not. By continuing to lead with purpose and making choices that prioritise the planet, we can influence policy and inspire change, regardless of the political climate. The fight for a sustainable future must persist, even when the political winds are less favourable.
GDS-Movement Workshop, Jan 2025
Jessica and the team visiting a local Penedès vineyard for dinner, learning about regenerative approaches to wine making!
At The Tenth Letter, we recognise that 2025 is a pivotal year in the global journey towards sustainability, and the clock is ticking towards many climate deadlines. As sustainability consultants, we understand that meeting this challenge requires more than just promises—it demands action. The regulatory shift of the EU Green Claims Directive will have global implications, and organisation that fail to act risk falling behind. We are committed to helping our clients navigate this evolving landscape by ensuring they meet certification standards and substantiate their sustainability efforts.
Moreover, we see the increasing focus on diversity, equity, inclusion (DEI), and accessibility as vital to the future of the tourism sector. With more travelers seeking inclusive experiences, organisations must evolve to meet the needs of all audiences, including those with disabilities. This focus on DEI and accessibility is an opportunity to not only lead in sustainability but also in social responsibility.
Despite many political challenges that are arising, particularly as climate commitments face setbacks, we remain unwavering in our commitment to sustainability. We are here to support our clients in staying the course, ensuring that sustainability plays a core role regardless of these very challenging external pressures.
If you are needing help on your sustainability journey this year, visit our Consulting Packages page to see if our solutions could work for you.