Tomorrow’s Air, Innovation Norway, and Adventure Travel Trade Association Announce Year of Climate Action

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Tomorrow’s Air, Innovation Norway and the Adventure Travel Trade Association are announcing today a Year of Climate Action in 2024, proudly kicking off a year-long series of dynamic networking and educational events focused on climate innovation, culminating in an exclusive event for travel industry executives taking place 29 October to 2 November 2024 in Norway: Innovate for Tomorrow: Climate Action Summit. 

By joining forces, Tomorrow’s Air, Innovation Norway, and the Adventure Travel Trade Association will leverage their collective resources, networks, and knowledge to accelerate the adoption of innovative climate solutions within the travel industry. The partnership aims to bridge the gap between current emission reduction efforts and the ambitious targets necessary to mitigate the effects of climate change.  

A 55% reduction in global emissions by 2030 is necessary to limit global warming to 1.5 degrees C above pre-industrial levels in accordance with the United Nations Sustainable Development Goals. However, current national commitments would reduce emissions roughly by just 7%. According to the OECD’s Financing Climate Futures report, innovation is a key ingredient in addressing climate change by laying the foundation for new businesses and jobs that help increase global productivity while advancing key UN Sustainable Development Goals such as eliminating poverty, improving health and well-being, and access to education.  

Educational campaigns and networking opportunities are designed to inspire, educate, and foster the collaborative relationships necessary to scale-up innovations needed to support deep transformation. The first in the series took place on 31 January at the Norwegian Consul General’s residence in San Francisco, California, where an intimate group gathered to gain perspective during a keynote presentation from Fred Reid, the Global Head of Business Development of SurfAir. Reid’s comments were followed by a panel discussion featuring analysis from Susan Su of Toba Capital, Daniel Anger of McKinsey and Company, Carly Biggart of Hurtigruten, and Matt Berna of Intrepid Travel. 

Hege Barnes, Managing Director for Innovation Norway in the USA, states, “The ‘Year of Climate Innovation’ and the ‘Innovate for Tomorrow Climate Summit’ reflect Norway’s proactive commitment to climate action. The Norwegian government has launched an aggressive initiative to speed up Norway’s green transition with an objective to cut our climate emissions in half by 2030.

Shannon Stowell, Adventure Travel Trade Association CEO, reflected on the organization’s long history at the forefront of sustainability and innovation in travel, “We started publishing content and inviting speakers regarding climate at our 2007 Summit in Whistler, Canada. Fast forward to today where we’ve built climate action into the ATTA’s ecosystem through Tomorrow’s Air and other actions regarding our own emissions reduction. It’s only natural that it is time to convene an event with other travel professionals to try and spark industry-wide shifts toward a more responsible industry.” 

“Partnering with Innovation Norway and the Adventure Travel Trade Association is a game-changing move for us at Tomorrow’s Air. Together, we are at the forefront of a transformative journey in the travel industry,” stated Christina Beckmann, Co-creator of Tomorrow’s Air. “This collaboration is not just about discussing climate change; it’s about actively shaping the future of travel through the adoption of innovative solutions and sustainable practices.” 

Learn more about how you can join the movement:

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