In anticipation of the first time tourism has been included on the COP agenda, a panel attempted to answer the question. The panel, led by Debbie Flynn, Managing Partner and Global Travel Lead at FINN Partners, explored how grassroots efforts, industry commitments, and generational collaboration might fuel the next wave of transformative environmental action.

The discussion began by reflecting on the original plastic straw movement, sparked in 2011 by a nine-year-old boy highlighting the shocking number of straws used daily in the US. Amplified by the viral image of a turtle with a plastic straw lodged in its nostril, the movement led to bans and significant shifts in consumer behaviour. Debbie set the tone by asking whether we had done enough and what bold steps could drive future change.

Collaboration, Speed, and Scale

Inge Huijbrechts, Chief Sustainability and Security Officer for Radisson Hotel Group emphasised collaboration’s importance in achieving bold environmental action. “We need speed and scale,” she asserted, highlighting her company’s journey towards net zero by 2050. While acknowledging the challenges ahead, Inge championed incremental actions like Radisson’s 100% climate-compensated meetings and programmes and Radisson’s adherence to the WTTC HSB program. “We’re not there yet,” she admitted, “but we’ve reduced our carbon emissions by 35% since 2019.”

Glenn Mandziuk, CEO of the World Sustainable Hospitality Alliance, echoed this call for collaboration and noted that while many in the hospitality industry are pioneering change, others lag behind. He spoke about the need for transparency, shared data, and collective metrics to measure energy, water, waste, and carbon footprints. “We have to simplify and digitise tools to bring everyone on this journey,” he said, underscoring storytelling’s critical role in inspiring action.

The Role of Finance and Bold Leadership

Amber Nuttal, Sustainability Director at Extreme Hangout, urged industries to align their financial priorities with sustainability goals. “We need people to invest in all of our futures, not just theirs,” she said. Amber highlighted the travel industry’s unique ability to connect people with the planet’s beauty while stressing the need for responsible tourism practices.

It’s not just about suncream-wearing lounge lizards; people want meaningful and authentic experiences.

Amber’s frustration with wasteful hospitality norms resonated with the audience. Recalling her time as a chef, she critiqued the overuse of non-seasonal produce: “Who wants strawberries in December? It’s time we, as experts, championed seasonal and local food choices.”

Intergenerational Collaboration and Community-Led Solutions

Jervon Sands, a Rhodes Scholar and Bahamas Climate Youth Ambassador highlighted the urgency of addressing climate justice, particularly for vulnerable communities like his own. Recalling the devastation of Hurricane Dorian in 2019, he stressed the importance of public pressure and community-driven action.

The power of people starts with one person recognising an injustice,

He said, citing examples of young activists making significant impacts.

Jervon also called for intergenerational dialogue, advocating for solutions involving young people and established leaders. “We need to move away from generational divides and work together as human beings. Time is running out, especially for island nations.”

Bridging the Intention-Action Gap

One recurring theme was the “intention-action gap” — the disparity between consumers’ desire to act sustainably and their actual behaviours. Inge noted that many people want to travel responsibly but find it challenging to identify trustworthy options. Radisson’s Hotel Sustainability Basics programme addresses this by providing a globally recognised standard for responsible tourism, starting with 12 essential actions. “We shouldn’t leave anyone behind,” she stressed.

Amber advocated for making sustainable choices accessible and affordable. “The greener choice shouldn’t always be the most expensive,” she said. She urged companies to reward responsible behaviour rather than price it out of reach.

The Next Big Movement

As the panel drew to a close, the question of what might spark the next significant environmental movement remained open-ended. Glenn suggested that human rights issues, such as modern slavery in the hospitality sector, could galvanise public opinion. He said:

Ten per cent of modern slaves work in our industry. Addressing this could profoundly impact brand reputation and social equity.

Others pointed to the growing backlash against overtourism and the strain it places on popular destinations. “Tourism needs to be reframed as a force for good,” Glenn argued, advocating for regenerative practices that benefit communities and visitors.

Jervon, however, cautioned against relying on a single spark. “When we put all our eggs in one basket, we risk focusing on one issue while others collapse,” he said. Instead, he called for incremental, community-led steps that collectively address the broader climate crisis. “Everyone has a role to play, and no one should be excluded from contributing to solutions.”

A Call to Action

The panel’s message was clear: the next “plastic straw movement” may not come from one dramatic event but from the collective actions of individuals, industries, and communities. Whether through transparent metrics, intergenerational collaboration, or reimagining the hospitality industry as a leader in sustainability, the path forward requires courage, creativity, and commitment.

As the audience left the Extreme Hangout Pavilion, one thing was sure: the movement was already underway and started with each of us. As Inge reminded everyone:

“We are all activists with our wallets. Let’s use them wisely.”

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COP29 President Mukhtar Babayev’s Bold Opening Remarks

Setting the tone, COP29 President Mukhtar Babayev launched the ceremony with a sobering message. “Colleagues, we are on a road to ruin,” he stated bluntly, calling attention to the harsh reality of the climate crisis. “But these are not future problems. Climate change is already here. Whether you see them or not, people are suffering in the shadows. They are dying in the dark, and they need more than compassion, more than prayers and paperwork. They are crying out for leadership and action.”

Babayev’s words underscored the profound human impact of climate change that often goes unseen. In his view, COP29 represents an “unmissable moment” to carve a meaningful path forward that transcends political pledges and delivers concrete action for vulnerable communities worldwide. His rallying call emphasised the urgency for nations to honour the Paris Agreement and support its objectives to limit global temperature rise to 1.5 degrees Celsius.

A Moment of Truth for Global Cooperation

President Babayev urged delegates to view COP29 as a pivotal test of the global commitment to the Paris Agreement. His words were stark: “We need much more from all of you. COP29 is a moment of truth for the Paris Agreement. It will test our commitment to the multilateral climate system. We must now demonstrate that we are prepared to meet the goals we have set ourselves.”

As nations prepare to navigate difficult negotiations over climate finance and emission targets, Babayev’s challenge places the burden of action on the world’s most powerful economies and governments, pressing them to put politics aside and prioritise climate over profit.

Outgoing COP28 President Sultan Al Jaber’s Closing Advice

Following Babayev’s remarks, Sultan Al Jaber, outgoing president of COP28, encouraged attendees to take a hopeful, action-driven negotiation approach. “I urge you all to prove once again that we can unite, act, and deliver,” Al Jaber said, stressing the importance of collective action in a world where political will often falters. He reminded leaders that results must “outlast the rhetoric,” urging them to channel positivity as they seek pragmatic solutions.

In a memorable line, he declared, “We are what we do, not what we say,” an appeal for delegates to let their actions speak louder than words. For Al Jaber, the focus should remain on tangible results that benefit all nations, especially those already bearing the brunt of climate impacts.

UNFCCC Climate Chief Simon Stiell on Finance and Resilience

A central issue at COP29 is the need for increased climate finance to support developing countries in mitigating and adapting to climate impacts. UNFCCC Climate Chief Simon Stiell took the stage with a frank reminder that climate finance is not an act of charity but a matter of global self-interest. “Here in Baku, we must agree on a new global climate finance goal. If at least two-thirds of the world’s nations cannot afford to cut emissions quickly, then every nation pays a brutal price.”

Stiell highlighted the potential consequences if nations fail to act, warning that the fragility of global supply chains and economic systems could spell disaster if they are not built to withstand climate shocks. “If nations can’t build resilience into supply chains, the entire global economy will be brought to its knees. No country is immune,” he cautioned.

Calling for ambitious targets, Stiell noted that finance reform is essential to give countries the necessary fiscal space. “We must work harder to reform the global financial system,” he said, insisting that fiscal reforms are key to equipping vulnerable nations with the resources to invest in climate resilience. He ended his address with a strong message: “We cannot leave Baku without a substantial outcome.”

The Path Forward: New Goals, Financial Commitments, and Accountability

COP29’s opening ceremony made it clear that this summit will be judged on its ability to secure solid financial commitments and actionable climate goals. Substantial financial support is critical for developing nations to implement emissions reductions and adapt to climate impacts. Babayev’s call for “leadership and action,” Al Jaber’s emphasis on “actions over words,” and Stiell’s insistence on a reformed financial framework all point towards the weighty expectations facing this year’s summit.

Leaders are expected to negotiate a new climate finance target, building on the $100 billion annual commitment made in 2009 that developed nations have yet to realise fully. Additionally, discussions will address the structural reform of financial institutions to support climate action in the most vulnerable regions. These issues will likely spark contentious debates, but the consensus is that failure is not an option.

A Defining Moment for Climate Diplomacy

As COP29 unfolds, the challenge for leaders will be to bridge the gap between ambition and action, especially given the year’s climate-fuelled disasters. The calls for reform, responsibility, and results at the opening ceremony reflect a shift in tone, with leaders of developing nations no longer content to wait for incremental progress.

COP29’s start signals a new phase in climate diplomacy that demands accountability from the global community. As Babayev noted, “COP29 is a moment of truth.” The question is whether leaders will heed this call and deliver tangible outcomes that protect our shared future. COP29 can potentially be a historic turning point — provided nations commit to real change.

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From Azerbaijan’s troubling human rights record to its contested actions in Nagorno-Karabakh, the country’s motivations deserve scrutiny. Is this pivot towards sustainability a genuine effort or a strategic play to bolster its international image?

A Host Under Scrutiny

Criticism of Azerbaijan as a COP29 host is widespread, with many questioning the country’s suitability for such a prestigious platform. Environmental activists and human rights organisations point to the Azerbaijani government’s repressive tactics, including the suppression of free speech and the restriction of civil society’s ability to function openly. These conditions are at odds with the collaborative spirit of climate conferences, where diverse voices are crucial for meaningful progress.

Despite its climate-friendly rhetoric, Azerbaijan continues to quash environmental activism. Civil society groups, critical to holding governments accountable, face intimidation and harassment, making it difficult to trust that COP29 will be an inclusive, open forum for debate. The contradictions are glaring: on the one hand, Azerbaijan promises to facilitate climate finance negotiations; on the other, it’s stifling the discourse needed for transparency and accountability.

However, international pressure could be a force for good. Hosting COP29 puts Azerbaijan under the spotlight, offering the country a rare chance to open its civic space. By relaxing its repressive stance and encouraging diverse participation, Azerbaijan could seize the moment to enhance its credibility and signal a shift towards more progressive governance. Such steps would be more than cosmetic — they could herald a genuine shift in how the country approaches climate diplomacy and internal politics.

Nagorno-Karabakh and the “Greenwashing” Problem

Perhaps the most cynical aspect of Azerbaijan’s climate narrative is its attempt to frame its recent actions in Nagorno-Karabakh as part of a broader environmental initiative. Following a military campaign that displaced over 100,000 ethnic Armenians, Baku is now promoting a vision of a “green” Nagorno-Karabakh, which smacks of opportunism rather than genuine environmental concern.

The displacement of people like Marut Vanyan, an ethnic Armenian who fled the region, stands in stark contrast to Azerbaijan’s green rhetoric. For those forced from their homes, talk of sustainability is cold comfort when the reality is ethnic cleansing and unresolved trauma. While the idea of using COP29 to showcase Nagorno-Karabakh as a model of sustainable development might sound progressive, it risks becoming a disingenuous PR move to cover up geopolitical violence.

Yet, with the right international oversight, the rebuilding of Nagorno-Karabakh could become a template for post-conflict environmental rehabilitation. True sustainability means ensuring that regional initiatives respect human rights, restore ecosystems, and promote long-term peace. To achieve this, the international community must push for transparency in how reconstruction efforts unfold, ensuring that no community is excluded from development benefits.

Energy Dependence: A Missed Opportunity?

Azerbaijan’s pivot to green energy is another critical issue that COP29 will highlight. For a country so heavily dependent on oil and gas, the transition to renewable energy has been slow and hesitant. While Baku is eager to tout its environmental credentials, fossil fuels still dominate its economy, and its long-term commitment to renewables remains unclear.

This reliance on hydrocarbons is not just an economic issue but a political one. Azerbaijan’s wealth and influence on the world stage are tied to its oil exports, making any shift towards a greener future politically fraught. Yet, COP29 offers an unprecedented platform for the country to demonstrate real ambition. Suppose Azerbaijan can set bold domestic climate targets and lay a clear roadmap for reducing its dependence on fossil fuels. In that case, it may convince the world that its environmental pivot is genuine.

Additionally, Azerbaijan could turn COP29 into a platform for fostering regional cooperation on pressing environmental issues. The South Caucasus faces ecological challenges — deforestation, water scarcity, and pollution — that transcend national borders. Baku could use the conference to advance cross-border environmental initiatives, which could, in turn, lay the groundwork for broader regional reconciliation.

The Climate Finance Commitment: Leading by Example?

Climate finance is one of the few areas Azerbaijan could make a meaningful impact. As an oil producer grappling with sustainability, Baku has insights that could be valuable to other nations transitioning away from fossil fuels. Azerbaijan’s pledge to prioritise climate finance during its presidency could bridge the gap between developed and developing nations, helping to channel resources to where they are most needed.

But words must be matched by action. The success of this commitment will depend on whether Azerbaijan follows through with concrete measures, such as setting clear targets for carbon reduction and creating transparent mechanisms to track how climate finance is deployed. The international community should hold Baku accountable, demanding both pledges and results.

The Role of Civil Society: A Litmus Test for Progress

A successful COP29 cannot be achieved without the active participation of civil society. Environmental groups, activists, and community leaders have a vital role in holding governments accountable and ensuring that climate action is both inclusive and just. Azerbaijan must rise to this challenge by providing an enabling environment for these voices during the conference and in the following months and years.

This means removing restrictions on NGOs, allowing for peaceful protest, and ensuring that activists can work without fear of reprisal. Can COP29 be a credible platform for today’s urgent climate discussions by fostering open dialogue?

A Fork in the Road

The world is watching Azerbaijan. As the country approaches the global climate spotlight, it faces a choice: use COP29 as a platform for greenwashing or seize the moment for real change. The conference’s success will depend on whether Azerbaijan embraces transparency, inclusivity, and genuine climate leadership.

At the same time, we must be open to the possibility of transformation. History has shown that unexpected alliances and unforeseen progress can emerge from even the most challenging contexts. Perhaps Azerbaijan’s hosting of COP29 will be one such moment, where a country on the periphery of the climate movement takes its place as a leader in global sustainability.

For Azerbaijan, COP29 is more than a stage to perform on; it’s an opportunity to carve out a new future. The international community, civil society, and environmental activists must keep the pressure on — ensuring that the outcome of COP29 is not just more promises but real progress towards a sustainable and just world.

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