Users are asked to demonstrate their dedication to responsible travel and conservation in one of three ways: through a third-party accreditation program like Travelife and B Corp, by demonstrating progress toward certification, or by taking part in third-party conservation assessments like Nature Positive Tourism.
The purpose of this program is to develop a unified framework that encourages the ATTA group to practice sustainable practices while collaborating on their improvement toward certification, challenges encountered, and lessons learned. With the help of key corporate partners, the ATTA’s goal is to help businesses reach their conservation ambitions in an easier, faster, and more accessible way.
Members who sign up for the ATTA will immediately have access to a network of sources, including access to exclusive discussion forums about conservation on the part HUB, specialized workshops and workshops, and community assistance as they work toward the Membership Sustainability Commitment.
Let’s examine why this program is a significant step for the ATTA, discuss the specific benefits it addresses for vacation businesses, address some frequently asked questions, and learn more about what this quest will look like over the next two decades.
Why and How We Got Around: Twenty Years of Conservation
The ATTA’s position is that green go is no longer an option but a requirement, which is why the membership conservation commitment comes at a critical period for the tourism industry. The ATTA’s goal has always been to support a global neighborhood in facing social, economic, and environmental problems up while being a leader in conservation and ecology initiatives. Since that important kayaking excursion and talk between Shannon Stowell, the ATTA CEO, and Gustavo Timo, the ATTA Vice President of Sustainability and Impact,
This has included a determination to climate change through the establishment of Today’s Air, a global collective that promotes the promotion of carbon removal and sustainable aviation fuel entrepreneurs. The Adventure Travel Conservation Fund ( ATCF), a nonprofit that provides funding, links, and an international spotlight on tasks that protect the cultural and natural resources that support the adventure tourism business, was also founded by the ATTA.
Earlier this year, the ATTA announced a new conservation plan and finance, launched a Sustainability Resource Center, partnered with Tomorrow’s Air and Innovation Norway on a Time of Climate Action, and joined 1 % for the Planet. These efforts are designed to promote ecology, make accreditation more affordable and accessible, and build a network of support for our users to help them expand their businesses through concerned hospitality, in addition to the new Membership Sustainability Commitment.
Third-party diplomas and assessments are the most reliable means of demonstrating commitment to sustainability, despite their flaws. There is a growing need for third-party credentials at a time when misleading is widespread and there are significant gaps between a traveler’s purposes and activities. A program of official certification has been the focus of efforts to make sustainability more than just a phrase, from the European Union to Booking.com. While self-reporting on conservation can provide information into a company’s beliefs, third-party certifications provide a far more credible and factual approach for demonstrating a bank’s environmental and social effectiveness.
This, unfortunately, is even good for business. The need for dependable travel is growing, and successful businesses will be those that can demonstrate their sustainability claims. In a world where there are still heated debates over the veracity of such qualifications, the demanding standards of third-party assessments provide a trustworthy way for businesses to demonstrate their commitment to sustainability. The Membership Sustainability Commitment provides a way for businesses to keep up with changing global standards within a friendly, cooperative system of like-minded businesses as consumers become more aware of economic impact and as governments tighten regulations on false efficient claims.
Everyone in the ATTA community has a unique story to share about their sustainability efforts and the direction they are taking. So, let’s take a look at the specific benefits, resources, and strategic partners that members have access to.
Where to Begin: Support From ATTA and Strategic Partners
There is no one-size-fits-all approach to making a sustainability commitment because every business is vastly different – from size to geographic location to business model. Instead, the ATTA has attempted to develop a framework that enlists adventure travel companies to work diligently toward measurable, meaningful objectives. This commitment involves practices that focus on environmental protection, social responsibility, and economic resilience.
Reviewing the ATTA Membership Sustainability Commitment Series is a good place to start. This resource is excellent for all members, but it is especially helpful for businesses that may have spent a lot of time in survival mode over the past few years and have been less able to concentrate on sustainability. These four documents offer essential insights, practical tools, and real-life case studies tailored for adventure travel businesses. They are:
- Sustainability Implementation, Now What? Understanding what to do with Pledges, Guidelines, and Certifications: Explore key frameworks, certifications, and actionable steps to align with industry standards.
- Sustainability Certification Programs for Tour Operators: A Global Overview: This document provides a comprehensive introduction to sustainability certifications available for tour operators worldwide, including global, regional, and national options.
- Sustainability Certifications for Tour Operators: How to Decide the Best for your Company: This guide outlines key factors for selecting the most suitable sustainability certification, guiding businesses through standards, criteria, and certification processes.
- Sustainability Certifications for Tour Operators: Case Studies: This final chapter presents real-world examples from certified tour operators, highlighting challenges, successes, and the tangible benefits of sustainability certifications.
From there, members are encouraged to explore the Sustainability Resource Center, which has a variety of research, courses, on-demand webinars, toolkits, and guidelines that members can pick and choose from based on interest, relevance, and identified knowledge gaps.
Next, join a conversation! Members gain access to a conversation and networking space dedicated to the Membership Sustainability Commitment as well as one dedicated to the general sustainability of the HUB by creating a profile there. Learn more about what they do and what you can offer your business by working with the ATTA’s strategic sustainability partners:
- Animondial: ATTA’s partner in animal welfare
- BehaviorSMART: ATTA’s partner for activating the tourism supply chain for lasting sustainability
- Ecollective: ATTA’s partner for emissions accounting and reduction for travel businesses
- Equator AI: ATTA’s partner in carbon emission calculation
- Green Key ( Coming soon )
- Travelife: ATTA’s partner in sustainability education and certification for tour operators
Any businessperson who already has a formal commitment to sustainability may submit this form to get your ATTA” Committed to Sustainability” badge. You must submit a proof of commitment document and sign a new values statement. At the time of your upcoming renewal, you can do this as well.
Submit Sustainability Documentation
The Roadmap Ahead
The ATTA has set out a 24-month commitment period ( by the end of 2026 ) for members to make a formal commitment to sustainability because making one cannot happen overnight. Members can begin taking action right away by learning from one another and making the most of the knowledge this community has to offer.
Any sustainability commitment that includes a third party assessment is welcomed as part of an effort to make the Sustainability Membership Commitment as accessible and inclusive as possible while maintaining consistency. Certification initiatives or other frameworks, such as Nature Positive Tourism, can be a part of this. The ATTA welcomes new credible solutions to support sustainability implementation, so to find out if a framework your business has implemented is recognized or to share a recommendation, please send an email to :]email protected ]
By the end of 2026, the ATTA has committed itself to becoming a B Corp certified organization, along with all of you. This process toward becoming a B Corp is a reflection of a fundamental conviction that leading the charge in the broader tourism sector requires “walking the talk” or leading by example.
Additionally, it is important to point out that joining the ATTA does not require certification. The Membership Sustainability Commitment aims to connect businesses with the people who are committed to sustainability and provide resources to support those efforts. Businesses who join the ATTA become members of the largest sustainable travel community in the world and contribute to the development of a more effective tourism industry.