There are numerous elements in our sustainable tourism action plan, however one which we are really excited about, as it involves working with fellow travellers such as you, is our "Caring for the Destination" ratings.

In doing the work of collecting information about small accommodation and tour / activity providers to put online, WHL identified many operators who are actively engaged in projects which, in their own way, were positive steps towards improving sustainable outcomes for the destination.

Most of these initiatives were not sophisticated eco-labelling type projects but they were nonetheless positive steps. They were meaningful to the operator involved and they addressed specific local needs. Examples include employing and training orphaned children, supporting local schools, running a turtle hatchery, restoring a damaged coral reef, teaching traditional building skills, supporting volunteer workers, and restoring historical buildings.

WHL then started to write up some of these initiatives as "brand differentiators" for the respective accommodation and tour providers, highlighting for travellers what the operators were doing. WHL grouped them under a "Caring for the Destination" banner

Some initiatives were small and some were large, but many offered guests either a unique experience or, at least, an opportunity to feel that by staying with this accommodation provider or taking a particular tour they were doing some good. This led to the idea of an "eBay style" bottom-up, sustainable tourism marketing model. The accommodation or tour provider informs travellers about their initiative(s) - now a core part of their product - and the traveller gives them a rating after staying at the property and provides feedback online for other travellers to read and evaluate in making their buying decision.

This is the first time anyone in the travel industry has tried an approach like this; using traveller feedback to drive interest by small travel service providers in sustainable tourism practices; and has resulted in the World Bank/IFC group appointing the International Center for Responsible Tourism at Leeds Metropolitan University to study impact over the next 3 years and to advise WHL on ways to improve the programme.

So, when you travel, check out all those accommodations and tours with a green "Caring for the Destination" rating and in the process help change behaviour.