WTTC and Partners Conclude First ‘Nature Positive Tourism Explained’ Webinar, Mobilising the Sector

The Nature Positive Tourism Partnership, a joint initiative of the World Travel & Tourism Council (WTTC), UN Tourism, and the World Sustainable Hospitality Alliance, has concluded the first session in its new Nature Positive Tourism Explained webinar series - an initiative designed to accelerate the sector’s transition towards a nature positive future.

With world leaders convening at COP30 and the global agenda placing unprecedented emphasis on aligning climate, nature, and land-use strategies, the session delivered a clear message: nature action is climate action and Travel & Tourism has a decisive role to play.

Sector Leaders Unite to Accelerate Nature Positive Transformation

The session demonstrated how Travel & Tourism can be a “Guardian of Nature”. Drawing perspectives from conservation science, destination management, business leadership, and NGO practitioners, the discussion showcased the full breadth of actors driving the agenda forward.

Contributions came from experts such as Dr. Ante Mandić of IUCN TAPAS, who outlined how the sector can act as a pivotal catalyst of global biodiversity recovery; Visit Scotland’s Gwen Raez, who highlighted destination-level strategies; and Francesca Mahoney of Wild Survivors, who shared community-based conservation insights.

Camille Drevillon from Abercrombie & Kent offered a tour operator perspective on regenerative business practices; and Christiane Zeidan of Red Sea Global, demonstrated how large-scale developments are integrating nature into long-term planning.

An expert Q&A followed, featuring sustainable tourism academic Professor Kelly Bricker, ecological restoration specialist Boris Barov of the Society for Ecological Restoration, and Daniel Turner of ANIMONDIAL, each reinforcing the sector’s potential to become a non-extractive engine for conservation finance, community resilience, and ecosystem regeneration.

Speakers reiterated that Travel & Tourism is one of only six industries in which 80% of value is highly dependent on nature, a fundamental reality that transforms biodiversity protection from a philanthropic exercise into a strategic business priority.

The session also introduced a newly released Nature Positive Action Sheet on Regenerating Destinations[CI1] , outlining a practical, five-step pathway for tourism businesses seeking to contribute directly to ecosystem restoration in alignment with national biodiversity objectives.

A Call for Collaboration and Government Support

The session highlighted the crucial role governments play in incentivising nature positive approaches through policy alignment, funding mechanisms, public-private partnerships, and support for local and Indigenous community involvement. It also laid bare the urgent need for Travel & Tourism to be more systematically included in national biodiversity planning and financing discussions.

The Nature Positive Tourism Partnership believes the sector must be given a seat at the table to ensure it can align with and achieve the targets of the Global Biodiversity Framework and unlock new pathways for nature restoration.

Gloria Guevara, WTTC Interim CEO said: “Our sector can only unlock its full potential as a force for conservation if we work hand in hand with governments, local communities, and the wider value chain.

“As the world’s eyes turn on COP30, WTTC is committed to ensuring Travel & Tourism is recognised - not just as an economic powerhouse, but as a key partner in delivering meaningful nature-positive outcomes.”

The Nature Positive Tourism Explained series builds on years of WTTC-led research and tools, including the Nature Positive Tourism Roadmap, Guidelines, and the Nature Positive Toolbox.

As Travel & Tourism returns to the COP30 stage, today’s webinar marks an important step in equipping Travel & Tourism stakeholders with the practical knowledge needed to contribute to the Global Biodiversity Framework and accelerate meaningful action across destinations.

Two additional sessions in the series will be announced in the coming weeks.

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