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Xploring Sustainable Tourism with Fiona Jeffery, Just a Drop.





Fiona Jeffery has had a long and accomplished career working in the travel industry, responsible for World Travel Market (WTM) from 1986-2013 both as Managing Director and ultimately as Chairman. A pioneer and industry campaigner of sustainability in tourism, in 1996 she created and launched a responsible tourism drive across the industry globally, World Responsible Tourism Day in association with the UNWTO, now the largest gathering across the world of responsible tourism practitioners. She also at WTM launched the very first Ministerial Summit bringing the public and private sectors together to debate, discuss and shape the industry. In 1998, as part of her sustainability drive, Fiona founded and is Chair of Just a Drop. Bringing sustainable safe water, sanitation and hygiene education to communities, this international water and community-led development organisation is transforming lives across Asia, Africa and Latin America. The organisation supports 12 out of the 17 UN Sustainable Development Goals and to date has worked in 32 countries and changed the lives of over 1.9 million people. Fiona, as a member of the UNWTO World Committee for Tourism Ethics successfully got agreement at the UN General Assembly to convert the UNWTO Global Code of Ethics into a legally binding Convention. A former Chair of WTTC’s Tourism for Tomorrow Programme and Chair of Africa Travel & Tourism Association she also sits on the Advisory Board for School of Hospitality and Tourism at Surrey University, is Chair of ITT’s Sustainability Committee and is a Senior Partner for Finn Partners Global Sustainable Tourism PR Practice and Global Travel Recovery Network. In 2012, Fiona was awarded an OBE by Her Majesty the Queen for services to travel and tourism, and in 2013 received the TTG Contribution to Industry Award and the World Tourism Award for her philanthropic vision in creating Just a Drop. She was recognised in the Directory of Social Change Influencer Awards in 2015 and inducted into the British Hospitality & Travel Industry Hall of Fame in 2022. With her wealth of knowledge and experience, Fiona shares her views on the tourism industry's responsibility in tackling climate change and how sustainable tourism will play its part.




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