An Interview with Hanni Tran, Chief Sustainability Officer at World Tourism Forum Institute

Can you tell us about your organization and your current role?

The World Tourism Forum Institute is an organization that aims to reshape economies through tourism development in countries where they have an untold tourism story. We aim to reduce the negative impact of tourism by increasing the more favorable impression of sustainable development goals in tourism globally.

As the Chief Sustainability Officer at World Tourism Forum Institute, my role is to lead and oversee our organization’s sustainability initiatives. The World Tourism Forum Institute is committed to promoting sustainable practices within the tourism industry, aiming to balance economic growth with environmental and social responsibility.

What are your corporate sustainability commitments and goals?

Our organization is committed to minimizing the environmental impact of tourism, promoting social inclusivity, and upholding the highest standards of governance. Our goals include achieving carbon neutrality, supporting local communities, and fostering responsible tourism practices worldwide.

What have been your most difficult challenges in achieving those goals?

One of the most challenging aspects has been navigating the complex web of stakeholders within the global tourism industry. Aligning diverse interests and balancing economic considerations with sustainability goals poses ongoing challenges. Additionally, addressing the environmental impact of travel and ensuring social inclusivity present complex hurdles.

What opportunities do you see to address those challenges?

We create and bring opportunities for collaborative efforts with industry stakeholders, governments, and local communities for an impactful change. Being a model in leveraging technology application for sustainable solutions and fostering innovation in the tourism sector are also promising avenues.

What are the ESG material (environmental, social, and governance) issues that your organization focuses on, and how do you integrate them into your corporate sustainability?

As a worldwide think tank platform, our organization focuses on support on environmental conservation, community engagement, and transparent governance. We integrate these issues into our corporate sustainability through comprehensive environmental impact assessments, community partnerships, and adherence to rigorous governance standards.

How do you communicate your corporate sustainability strategy and initiatives to internal and external stakeholders?

Effective communication is crucial. Internally, we foster engagement within our team through consistent updates, training programs, and by involving them in decision-making processes. Externally, our communication strategy involves sharing information via the annual sustainability reports of the global tourism forum, our flagship initiative.

Additionally, we actively participate in stakeholder forums through various channels such as social media, annual reports, and stakeholder engagement sessions. Furthermore, we contribute to industry conferences and events to stay involved and informed.

What were the most exciting initiatives and progress that you and your team have done in 2023?

We expanded and invested in a digital platform for the Global Tourism Forum (GTF). In 2023, we achieved significant milestones with three Online GTFs: GTF Earth in March, GTF Year 2100 in June, and GTF Annual Meeting 2023 in November. This transformation was instrumental in achieving our goals of hosting environmentally friendly events by reducing carbon emissions from activities such as travel and paper printing, implementing effective food waste management during tea breaks and gala dinners, and optimizing time management. Importantly, it ensured the global participation of stakeholders.

Additionally, we established an online think tank platform at live.wtfi to permanently archive all live speeches delivered by distinguished speakers. This highlights the leading role of our organization, WTFI, in its educational mission, providing valuable insights and successful practices for those looking to enhance their business sustainability.

Furthermore, our Executive Board successfully engaged with governments, including those of Sri Lanka, Maldives, Brunei, and the Kurdistan Region, fostering discussions to introduce digital innovations. This initiative opens the gateway for governments to embrace digital methods in effectively promoting and communicating their destinations, meeting sustainable indicators.

What are the lessons you learned from your sustainability efforts in 2023?

The lessons learned from the World Tourism Forum Institute’s sustainability efforts in 2023 include the importance of stakeholder engagement, the need for innovative financing mechanisms for sustainable tourism initiatives, and the importance of regulatory frameworks and incentives to promote sustainable tourism.

Flexibility and adaptability are crucial. Sustainable practices require continuous evaluation and adjustment. Collaboration is also paramount; achieving meaningful progress necessitates the collective efforts of the entire industry.

What are your plans for sustainability efforts in 2024?

In 2024, we plan to expand our carbon offset programs, deepen community partnerships, and advocate for sustainable policies within the tourism sector. We aim to set new benchmarks for responsible and regenerative tourism practices.

If you were to share advice you learned in your role that may be helpful to your peers and sustainability practitioners around the world, what would that be?

My advice to my peers and sustainability practitioners around the world would be to prioritize stakeholder engagement, develop innovative financing mechanisms for sustainable tourism initiatives, and create regulatory frameworks and incentives to promote sustainable tourism.

Embrace collaboration and partnerships. Sustainable change requires a collective effort. Be open to innovative solutions, continuously reassess your strategies, and actively engage with stakeholders at all levels. Finally, communicate transparently—sharing both successes and challenges fosters trust and strengthens the global sustainability community.

Editor: Nazalea Kusuma

This publication is a part of Green Network Asia’s Leaders in Sustainability Special Report 2023.