When Tourism Cares was formed in 2005, it was called Tourism Cares for Tomorrow. Now 17 years later, we find ourselves in that tomorrow. The environmental protection issues the organization was founded to address are no longer concerns for some distant future. They are extremely pressing issues that are right on top of us.

The vision Tourism Cares was founded on looks even better in hindsight than it looked at its inception. It was a mobilization based on the realization of people in the travel industry that environmental degradation, if allowed to go too far, would destroy their businesses.

It was the travel industry stepping up and taking responsibility to protect the environmental and cultural resources it depended on to operate its businesses. In the face of decades of inertia and failure in the public sector to take meaningful action to confront the problems of environmental destruction, it was an industry saying, “If not us, who? And if not now, when?”