To continue supporting the travel industry in moving towards a sustainable future, the “Innovate for Tomorrow: Climate Action Summit” convened in the picturesque Norwegian cities of Bergen and Ålesund from 30 October to 1 November 2024. This landmark event, a collaborative effort by the Adventure Travel Trade Association (ATTA), Tomorrow’s Air, and Innovation Norway, brought together a select group of industry leaders to address the urgent challenges of climate change and chart a course for innovation.
The summit served as a crucial platform for dialogue, collaboration, and action. A final report from the event provides details of the summit’s preparation, implementation, and initial outcomes, highlighting the commitment of all involved to driving meaningful change. A white paper with a more in-depth look at key findings and the results of peer-to-peer sessions is set to publish in March 2025.
A Carefully Curated Gathering
The summit’s intimate setting, with only 50 attendees, was a deliberate strategy to allow for closer engagement and meaningful connections. This exclusive group included 41 delegates from leading travel businesses, 15 of whom were speakers, and 3 media representatives, alongside 9 staff members. Participants hailed from 14 countries across North America, South America, Europe, and Asia, representing a diverse range of perspectives and experiences.
To capture the experience, two storytellers from Possible Studios documented the event through video and photography, ensuring that its impact would extend beyond the physical gathering.
Strategic Marketing and Communication
The success of the summit was underpinned by a comprehensive marketing and communication strategy. The primary call to action centered on the “Year of Climate Innovation” partnership between Innovation Norway, ATTA, and Tomorrow’s Air. This initiative aimed to position the travel industry as a leader in climate change innovation. A key component of this effort was the Tomorrow’s Air Innovate Page, a central landing page designed to:
- Highlight travel’s unique opportunity to drive climate innovation.
- Describe the partnership with Norway to promote year-long climate innovation activities.
- Summarize Tomorrow’s Air’s support for innovation, education, and climate-conscious travel.
A Rich and Impactful Program
The summit’s program was designed to maximize engagement and facilitate meaningful dialogue. Over three days, participants engaged in a comprehensive agenda that included leading industry keynote speakers—David Hone and Gabrielle Walker—along with technical subject matters experts sharing perspective on the following topics:
- Climate solution financing
- Emissions reduction
- Biodiversity
- Maritime innovations
- Enhanced rock weathering
- Sustainable aviation fuel
- Direct air capture applications in travel
- Travelers as allies
The diverse range of sessions provided delegates with valuable insights into the latest climate science, innovative solutions, and best practices for sustainable travel.
Tangible Actions and Commitments
Beyond the discussions and presentations, the summit emphasized tangible actions and commitments. The ATTA made a significant contribution by allocating $100 per delegate to Tomorrow’s Air, supporting carbon removal with permanent storage and emissions reduction via sustainable aviation fuel. Specifically, the funds supported the removal of 49 kilograms of carbon per delegate through partnerships with Octavia Carbon, Pacific Biochar, and Eion. Additionally, 43 kilograms of CO2e per delegate were offset through the use of sustainable aviation fuel from Neste. These actions demonstrate a concrete commitment to mitigating the environmental impact of travel.
Building a Lasting Community
Recognizing the importance of ongoing collaboration, delegates were invited to join a private space within the ATTA’s new Membership Hub. This online platform provides a space for continued dialogue, knowledge sharing, and networking, ensuring that the momentum generated at the summit is sustained.
Interested delegates were invited to join a working group that will meet throughout 2025 to further develop resources and best practices on key topics from the event.
A Beacon of Hope and Innovation
By bringing together a diverse group of stakeholders, the “Innovate for Tomorrow: Climate Action Summit” has fostered a collaborative environment where ideas can be exchanged, and solutions can be developed.
As the travel industry navigates the challenges of climate change, the “Innovate for Tomorrow: Climate Action Summit” serves as a powerful reminder of the importance of collaboration, innovation, and action.
The delegates left Norway with a renewed sense of purpose and a shared commitment to driving positive change. The connections forged and the knowledge gained will undoubtedly inspire innovative solutions and collaborative initiatives that will shape the future of travel. The summit has set a precedent for future gatherings, demonstrating the power of collective action in addressing the urgent challenges of our time.
