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The impacts of climate change are becoming apparent, and the demand for products & experiences that have embraced sustainability practices across the whole value chain is on the rise. Organizations therefore need to go beyond LOOKing good to BEING good. Sustainability provides an opportunity for a win-win outcome for the destinations, communities, travelers and businesses. Tourism is one of the global sectors that can play a pivotal role in the realization of the Sustainable Development Goals due to its backward and forward linkages to the rest of the economy. So why are many organizations not embracing sustainability? Fiona Ngesa explores this question through the eyes of inbound tour operators (ITOs) in long-haul travel destinations such as Kenya. You will learn the challenges experienced by ITOs regarding sustainable tourism; the frameworks & incentives that exist to encourage organizations to adopt sustainable practices; the role that ITOs can and should play in the sustainable tourism agenda & the support required to help ITOs in their own journey towards sustainability. Ultimately, a lot can be achieved when we all do something, anything towards a sustainable world.