For travel company executives developing a climate action strategy, the findings of the first Innovate for Tomorrow Climate Action Summit offer practical insights and inspiration. In a spirited display of collaboration and motivation, a group of climate technology innovators, travel executives, and sustainability experts from around the world convened in Bergen and Ålesund, Norway, for the Innovate for Tomorrow Climate Action Summit last November. The landmark event, co-hosted by the Adventure Travel Trade Association (ATTA), Tomorrow’s Air, and Innovation Norway, marked a first-of-its-kind gathering aimed at aligning the global travel industry with urgent climate goals.
Held in November 2024, the summit’s mission was clear: accelerate climate solutions in the travel and tourism sectors by exploring cutting-edge innovations, fostering cross-sector partnerships, and identifying actionable steps for companies navigating the climate crisis. The newly released report from the event provides summaries of the expert presentations, case studies, and peer-to-peer discussions that offer a blueprint for climate leadership in tourism.
Download the Key Findings Report
From Global Challenges to Local Solutions
Opening keynotes by Shell climate advisor David Hone and carbon removal expert Dr. Gabrielle Walker set the stage with two stark visions of the future: one of coordinated global action achieving the Paris climate goals, and another of fragmented, slow responses risking greater instability. “The tools to reach net-zero are here,” Hone emphasized. “But it’s a matter of scaling, policy, and political will.”
Dr. Walker, co-founder of CUR8 and Rethinking Removals, added, “Carbon removal isn’t optional anymore—it’s a necessity. We need a portfolio of solutions, and the travel sector has a unique role to play in that.”
Throughout the summit, the message was echoed: travel can’t afford to remain on the sidelines. The industry contributes approximately 8% of global greenhouse gas emissions, yet holds immense potential to lead on climate through its global reach, influence over consumer behavior, and ties to nature-based destinations.
Aviation and Maritime Innovation in Focus
Hard-to-abate sectors like aviation and maritime transport drew significant attention, with speakers outlining both challenges and breakthroughs. David Hone and others explored the promise of sustainable aviation fuels (SAF), which could cut flight emissions by up to 80% but currently make up less than 0.1% of global aviation fuel.
Meanwhile, Håvard Lien of VARD Shipyards showcased next-generation vessels like the battery-electric Ocean Charger and called for policy support to overcome the high costs of green shipping technologies. “We can’t wait for the market to solve this alone,” he said. “Public-private collaboration is essential.”
Tourism as a Platform for Biodiversity and Behavior Change
Court Whelan of Natural Habitat Adventures reminded attendees of the deep interconnection between biodiversity and climate. “Biodiversity is the software behind our life-support systems,” he said, urging the tourism sector to double down on conservation-based travel.
Milena Nikolova of BehaviorSMART brought in the behavioral science lens, showing how sustainable travel decisions can be promoted through better “choice architecture.” Her advice: “Make the green choice the easy, exciting choice.”
Peer-to-Peer Collaboration Sparks New Solutions
One of the summit’s most impactful components came through interactive workshops, where travel professionals tackled real-world climate dilemmas. From navigating long-haul travel emissions to integrating carbon tech investments into tour operations, participants brainstormed solutions and left with actionable commitments.
“We were already planning to invest in carbon removals,” one attendee shared, “but now we’re more informed and eager to take action.”
Key takeaways included the need to:
- Reframe sustainability in accessible, non-political language.
- Collaborate across the supply chain to standardize climate practices.
- Redefine success metrics beyond volume and revenue.
- Design experiences that engage travelers as climate allies.
Norway’s Green Leadership Sets an Example
As host, Norway offered a fitting backdrop with its bold national climate initiatives. Leaders from Vestland County, Widerøe Zero, and the Mongstad industrial hub shared how public-private partnerships are propelling the region’s green transition. These include the use of hydrogen, carbon capture, and industrial symbiosis in local development.
Vestland alone is targeting 128 billion NOK in investments to decarbonize its industries. Projects like the Hardanger Hydrogen Hub and Northern Lights CO₂ storage facility provide scalable models for sustainable development.
Download the Key Findings Report
Looking Ahead: A Unified Call to Action
The summit concluded with a call for radical collaboration—across sectors, borders, and business models. As participants reflected on the power of shared learning and renewed purpose, many joined a newly formed working group to carry momentum forward.
“Climate action isn’t just about reducing harm—it’s about reimagining what travel can be,” said Christina Beckmann, co-founder of Tomorrow’s Air. “We now know what’s possible. The next step is to make it real.”
With the stakes higher than ever, the Innovate for Tomorrow Summit demonstrated that climate action in travel isn’t just a moral imperative—it’s a strategic advantage. And for those ready to lead, the time is now.
Find summaries of the sessions along with insight into results of peer-to-peer sessions in the full report.
To learn more or get involved, visit tomorrowsair.com.