Net zero, alternative fuels, greenwashing and more - ITB Berlin Convention Sneak Peak

In this episode of ITB Travel Hero podcast turned video cast, host Charlotte Lamp Davies of management consultancy A Bright Approach, engages in a rich and insightful discussion with three distinguished sustainability experts: Prof. Karoline Wiegerink, Prof. Harald Pechlaner, and Prof. Willy Legrand.

We follow their unique career paths and they all shed light on why sustainability has become a central focus in their professional lives. As the dialogue unfolds, the experts explore the alignment of sustainability with ITB Berlin's 2024 theme, Pioneer in the Transition in Travel & Tourism. Together.

The discussion delves into key focus areas, such as net zero and biodiversity, with a spotlight on the Travel Foundation's academic research in the field. The conversation doesn't shy away from addressing the challenges and slow progress in sustainability efforts.

The experts emphasize the need for change and highlight initiatives geared towards empowering local communities. Looking towards the future, the experts share their visions for the travel industry in 2045, providing intriguing insights into potential progress and scenarios over the next 20-30 years.

Environmental impact takes center stage as the discussion touches on greenhouse gas emissions, particularly from a mobility perspective. Alternative fuels, including biofuels, are explored as potential solutions.
Practical tips for travel professionals and specific insights for the hospitality sector are offered to help achieve common sustainability goals.

The experts also tackle the topic of carbon offsetting, discussing its practicality, and accountability, and addressing concerns of greenwashing. The broader perspective of sustainability is emphasized, going beyond climate protection to address wider issues.