ATTA and The Long Run have launched a practical resource to help tourism businesses avoid greenwashing and respond to growing regulatory requirements.
The guide, Communicating Impact, offers frameworks, examples and recommendations for communicating sustainability initiatives transparently and supporting claims with evidence, ATTA says.
It draws on The Long Run’s 4Cs framework – conservation, community, culture and commerce – and is part of growing collaboration between the two organisations.
“African businesses face a structural disadvantage: the frameworks through which global buyers measure and validate sustainability were not designed with Africa in mind. Buyer demand for data is growing and the cost of not meeting it is market access,” says ATTA CEO Kgomotso Ramothea.
“Communicating Impact builds on this strong foundation while helping tourism businesses measure and communicate impact in ways that are credible, measurable and aligned with buyer expectations.”
