10 Million Better

Since 2002, Sustainable Travel International has helped communities, hotels, airlines, cruise lines and governments to plan responsibly — to chart their road maps for responsible growth so that they can contribute to the economic and social well-being of the one in eleven people around the globe whose lives and livelihoods depend on the world’s wanderlust.

So far, we have helped more than 100 destinations to protect their natural and cultural assets, enhanced the experience of millions of visitors and increased the livelihoods of millions of people living in travel and tourism destinations globally.

We are determined to do more. And we need your help.

Today, Sustainable Travel International is convening like-minded travel and tourism leaders — destinations and companies that are also determined to contribute to the greater good and the long-term well-being of people and places most impacted by our need and desire for new experiences, new people and new places.

In collaboration with our partners, we're working on improving 10 million lives over the next 10 years through travel and tourism.


Lives Improved Through Travel & Tourism

Over the next 10 years, we are committed to …

Contributing to the social and economic well-being of at least 10 million people in travel and tourism destinations around the world
Increasing the economic benefits of travel and tourism to protected sites and neighboring communities
Creating networks and alliances throughout the travel and tourism industry to multiply the benefits of our good work.
Engaging millions of travelers in the growing, global movement to make their actions.


By joining our 10 Million Better campaign, you will be helping to chart the course for a new direction in the travel and tourism industry, one that leads to clean beaches, forests and parks; that fosters local economic development and that results in the protection and longevity of cultural traditions and architectural treasures.

Together, we’ll aspire to an intentional and responsible industry. We’ll engage new audiences and new partners, and we’ll amplify the message that travel and tourism can contribute to positive growth.

Your support will allow us to continue to develop innovative, targeted and scalable solutions that improve lives, increase livelihoods and create new opportunities for the millions of people who depend on travel for their lives, livelihoods and sense of personal well-being.

Spread the word and demonstrate to your audiences that you support 10 MILLION BETTER—that you’re committed to improving lives and protecting places through travel and tourism.


Our ability to improve the lives of 10 million people by 2025 will depend on the support of people, companies and communities committed to more just and sustainable travel and tourism. We would like to recognize the following individuals and organizations for their support of 10 MILLION BETTER.

10 MILLION BETTER Ambassadors are helping to steer and support the campaign through their extensive and influential networks.