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Industry Forum – Sustainable Tourism Practices

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As part of General Meeting #103, ETC is organising an Industry Forum on Sustainable Tourism Practices to discuss how to help businesses to focus on sustainability and climate action amid competing crises.

Embedding sustainable tourism practices in tourism has long been important, and the accelerating climate emergency only makes it more urgent. However, with the outbreak of COVID-19 tourism businesses faced an unprecedented shutdown, and now face the challenge of restarting, amid rising energy prices, shortages of skilled staff and the war in Ukraine throwing a shadow on the image of Europe as a safe tourism destination.

How can we mobilise our tourism business communities to focus on sustainability and climate action at a time of competing crises? In this forum, Peter Jordan, Head of Insights at Toposophy will be joined by speakers from Business Finland and Scottish Enterprise to discuss the practical approaches they have taken to developing sustainability toolkits and decarbonisation plans for the tourism sector, and how they have mobilised businesses to get involved. They will explore questions such as:

  • How can we make it as easy and affordable as possible for tourism businesses to engage in sustainability, and in particular, decarbonisation strategies?
  • How do different parts of the tourism sector react? Who is performing well and who finds it more challenging?
  • How could these crises actually help to accelerate action on embedding sustainable practices in tourism?

Registrations are to open to ETC Members, Associate Members and invited local stakeholders. Contact the Executive Unit for more information.

Event Details

May 18, 2022 at 3:00 pm


ETC & Slovenian Tourist Board


Ljubljana, Slovenia


Peter Jordan, Head of Insights, TOPOSOPHY

Peter is a highly experienced professional, with extensive experience in stakeholder engagement and strategy building. Through TOPOSOPHY’s collaborations with organisations such as European Cities Marketing and the European Travel Commission, he has become established as a thought leader in the fields of tourism growth, sustainability and more recently, in tourism recovery. As a consultant, he has guided multiple government agencies in building tourism strategies in collaboration with the private sector, helping to motivate diverse audiences around common goals.

Hanna Muonivaara, Manager – Regional Partnerships, Business Finland – Visit Finland

Hanna has worked in tourism for nearly 15 years, both in Finland and abroad. For the past five years, she has worked in the PR & Business Development teams at Visit Finland. Currently, she works closely with DMOs, helping them to build smarter, sustainable and more attractive destinations for international travellers. Sustainability issues are close to her heart and Hanna has been on Visit Finland’s Sustainable Travel Finland development team from the beginning.


Aileen Lamb, Manager – Tourism & Creative Economy, Place Directorate, Scottish Enterprise

With over 25 years of experience in tourism and economic development, Aileen leads the Scottish Government funded Destination Net Zero programme helping the tourism industry respond to the global climate emergency. She co-developed the award-winning Destination Leaders Programme and works on policy to develop the creative economy in Scotland. Aileen is also a founding board member of Women in Tourism, a non-executive director of National Museums of Scotland Enterprises and a Blood Cancer UK Ambassador.