At COP29’s Green Zone, the Extreme Hangout Pavilion buzzed with energy as a diverse panel of leaders and changemakers tackled a pressing question:

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.”