WORLD TRAVEL & TOURISM COUNCIL - BRAZIL MAY 2009

Key Note Article, by Robin Tauck

REAL PARTNERSHIPS ENERGIZING ECONOMIES: STEP INTO ACTION

The outcry for “change” has never been greater. While easily stated, real change cannot occur without real partnerships and new commitments. In the beautiful and diverse country of Brazil, we must engage in unequivocal commitment towards environmental protection, social and cultural enhancement and sustainable tourism. Powered by consumer demand and increasingly embraced by the mainstream, the time to move from passive listening to decisive action… is now.

We must build upon and create new and non-traditional partnerships and we must raise awareness for the vast intangible benefits of travel that permeate all levels of all societies; enhancing the well-being and common interests of all mankind.

It is time to look beyond short term gains towards long-term gains and to prioritize “environmental planning” as our most important strategic investment. The United Nations framework (UNEP, UNWTO, UNF and UNFCCC) have aligned and since 2007, along with global conservation, travel and government entities, are developing “Global Sustainable Tourism Criteria” – the GSTC Partnership, promoting universal sustainable tourism principles. To date, some 11,000 companies are certified representing only 1% of tourism companies worldwide.

In Dubai 2008, we were inspired by long-time WTTC members such as Bill Marriott, who despite dozens of economic crisis, continually involves his team in innovating change and who now takes a lead in the environment by “greening hotels”, “greening the supply chain”, “greening customers”, and “greening the rainforest” in Brazil.

I am a new WTTC member, with a long history of leadership in global tourism and public-private partnerships, primarily as the former President/CEO of Tauck World Discovery. In 1925, Tauck has the first licensed tour company in America and today is a global enterprise in over 70 countries. Over the years, we have too have experienced over 30 crisis from the Depression and World War II, to the recessions of the 70’s and 80’s, and the unprecedented 2001-2007 terrorism years. These challenges called for action and “changed thinking” and resulted in rebound, growth and success. The key was partnerships and global alliances.

True partnerships are long term in nature, are values-driven for the greater good and realize results that no entity can achieve independently. Those that involve private and public business, government, and non-profits, always offer a Unique Solution to pressing challenges. They may be those we have never considered; including partnerships among competitors. Benefits are far-reaching and include cost effectiveness, added value, organizational learning and visible results that go beyond the corporate boardroom.

At Tauck, we strive to set an example. My grandfather brought early travelers to the National Parks, and we have since spent decades supporting our public lands and the Native American and local communities, uniting within and beyond our industry to protect our national treasures. In 2007, we expanded this concept in Southern Africa, and partnered with a competitor, Wilderness Safaris. Together with DeBeers Diamonds, DHB Bank and with Paul Newman’s Hole in the Wall Camps, we brought post-apartheid reunification and local community involvement with new safari lands on the borders of Botswana, South Africa, Zimbabwe and Mozambique. Here, we made a measurable difference for the youth and families in the Malukele villages, a concept that has expanded to nearby regions to protect and preserve endangered wildlife regions.

The world stage is set for an era of “real partnerships.” Globalization, advanced technology, open politics, market interest, non-profit growth and a new generation – exciting opportunities. Our industry must take center stage, align in collaboration towards our defined goals, and you and your company will be needed to play an important role.

I commit my pledge through RT&P, to build upon decades of our travel leadership and pride in all that has been accomplished, to forge new partnerships for our common goals of Climate Change, Environmental & Cultural Sustainability.

Let’s join together to accomplish what none of us can do alone. WTTC Brazil 2009 is an ideal setting to commit to an action role in future Change.