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NEWS AND FEATURES
1. Greening the U.S. Travel and Tourism Industry
2. Sustainable Tourism Standards Open for Public Input
3. FREE Memberships Offered to Responsible Tourism Businesses

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Boulder, Colorado - The travel and tourism industry - arguably the largest industry in the world - is waking to the dawn of a new, more sustainable era. Increasingly, the public's expectations are changing. They want to ensure their travel experiences meet high standards allowing them to make responsible travel choices.

According to a recent study released by the Travel Industry Association of America and National Geographic Traveler, nearly 36% of adult American travelers or 55.1 million people want to engage in travel experiences that demonstrate sustainability, that is, positively impact the earth's environment, local cultures and economies.

In an age of information, clearly defined standards are emerging to assist discerning travelers. Sustainable Travel International (STI), a not-for-profit organization [501(c)(3) Status Pending] founded in 2002 to promote global sustainable tourism development and provide eco-certification for the U.S. travel and tourism industry, is at the forefront of this movement.

STI is now cooperating with a number of major conservation-based non-profit organizations to create worldwide certification standards for the travel and tourism industry. "We at Sustainable Travel International have designed an eco-certification program based on global environmental standards, the 'triple bottom line' of economic, environmental and social performance, and the unique cultures and environments that U.S.-based travel providers operate in," explains Brian T. Mullis, co-founder and President of STI. "And we continue to receive backing for our initiative from primary stakeholders, including tour operators, major conservation non-profits and government representatives at the state, national and international levels," Mullis continues.

Globally, many travel and tourism providers are now beginning to address their environmental and social behavior. As the old maxim goes, "What gets measured, gets managed". This is crucial for travel and tourism providers who wish to integrate sustainable business practices into their operations. It will allow them to monitor and report their progress and to determine the extent to which sustainable business practices improve their "triple bottom line".

Standardized measurement and reporting methods as well as verification of the information by independent third parties, like STI, is required to avoid "green washing" - marketing promotions that have no substance.

"We're here to promote positive, healthy growth within the travel and travel industry, rather than uncontrolled growth that can cause environmental degradation and bring little value to local people and their communities," Contends Peter D. Krahenbuhl, co-founder and Vice President of STI. "It's really a win-win-win situation," he continues: "Travelers benefit by having access to high quality standards that are aligned with their values. Travel and tourism providers benefit from lowering costs through resource productivity and the reduction of waste while making a positive contribution to the natural, social and cultural environment. In doing so, they become more attractive to responsible travelers, one of the fastest growing segments in the travel industry. The cumulative effect benefits the environment, host communities, and local economies."

Sustainable travel is clearly in everybody's interest. However, the challenge faced by STI is to develop, promote and disseminate standards for sustainable travel and tourism while taking all affected parties into consideration. As such, STI is inviting as many stakeholders as possible to review, critique and comment on their eco-certification application and measurement criteria.

To download or view a PDF version of STI's sustainable tourism certification program, click here. For more information or to view STI's on-line PR Kit, click here. You can also call 800-276-7764 or e-mail STI. Charitable contributions are welcome.

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Boulder, Colorado - Sustainable Travel International (STI), a not-for-profit organization offering the country's only voluntary eco-certification program for the travel and tourism industry, is currently seeking input from all interested parties in the development of their program. STI's goal is to align the values of travelers and their growing demand for responsible travel options with a realistic and user-friendly certification program designed for U.S.-based travel providers.

In practical terms, sustainable tourism certification programs measure a company's environmental, socio-cultural, and economic impacts both internally and on the surrounding communities and environments in which it operates. As a result of the certification rating system, travelers can easily distinguish exactly what is being evaluated and the extent to which a travel and tourism provider is integrating sustainable business practices into their operations.

Peter Krahenbuhl, co-founder and Vice President of STI further explains, "Our eco-certification program is based on standardized measurement and reporting methods for the 'triple bottom line' of economic, environmental and social performance." Krahenbuhl continues, "travel and tourism providers pursuing eco-certification will receive a numerical rating up to 100 points based on their performance. And verification of the information provided will be derived through independent third party audits. This, in turn, will assist travelers in making informed decisions based on an industry baseline level of performance that will allow them to compare two companies regardless of their size. At the same time, it will offer certified companies a stronger market presence."

Although there is adequate evidence of demand for sustainable tourism in the U.S. travel market, receiving backing from stakeholders prior to releasing its eco-certification program is integral to the success of STI. Brian T. Mullis, co-founder and President of STI explains, "the proliferation of tourism eco-certification programs in Europe made it difficult for travelers to distinguish exactly what was being certified and brought criticism from conservation-based organizations and governmental regulatory agencies. Eco-certification must gain support from all stakeholders and establish clear brand recognition in order to actualize the full potential for sustainable tourism in the U.S."

Mullis continues, "though we continue to receive backing for our initiative from key stakeholders in the U.S., we do not want to launch our program too quickly. By developing our program through a widely consultative process that brings together all interested parties, we can hammer out our criteria and ensure we have adequate buy-in before launching."

Travel providers, employees, non-governmental organizations, governmental agencies, and consumers interested in reviewing and critiquing STI's sustainable tourism eco-certification program can download or view a PDF version. The deadline for feedback is October 31, 2003.

For more information or to view an on-line PR Kit, please visit www.SustainableTravelInternational.org. You can also call 800-276-7764, or e-mail STI. Charitable contributions are welcome.

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Boulder, Colorado - Sustainable Travel International (STI), the leader in promoting sustainable tourism development in the U.S. travel industry, is offering FREE memberships to businesses for a limited time.

The Colorado-based non-profit promotes U.S.-based travel and tourism providers who engage in responsible business practices while helping consumers make responsible choices. With consumers demanding higher standards of corporate social responsibility as part of their spending habits, STI is spearheading the movement for clearly defined standards of sustainability for the travel and tourism industry.

To increase the already quickly building momentum for sustainable tourism in the U.S., STI is currently asking travel and tourism providers interested in lowering costs through resource productivity and reducing waste while making a positive contribution to the natural, social and cultural environment to sample their membership services at no cost.

Specifically, STI is currently offering FREE 6-month "Supporting Business" memberships to eco-tourism companies, community development projects, and tourism providers engaged in sustainable business practices. STI feels that this timeframe will allot ample time for new members to evaluate the benefits of participating in their program:

1. List your company's profile in Sustainable Travel International's (STI) Eco-Directory
2. Submit best practice stories for inclusion in their Sustainable Travel Report e-Newsletter
3. Receive worldwide on-line marketing exposure
4. And attract responsible travelers, one of the fastest growing segments in the travel industry

Travel and tourism providers interested in taking advantage of this offer need only follow the directions outlined below:

1. Add a descriptive hyper-link from your web site's link page (or equivalent) to STI's web site as follows (required): Sustainable Travel International: Promoting global sustainable tourism development and providing responsible choices for travelers.
2. Complete your Membership Application with STI.
3. Click paying by "check" or "money order" to override STI's credit card payment function and automatically post your Membership web page.

FREE memberships are valid from September 1, 2003 through February 28, 2004. STI is extending this offer through midnight on October 31, 2003; no extension is available.

Companies wishing to renew their memberships with STI in March of 2004 will be charged $250 per year. Members of any eco-tourism society or any companies certified by another sustainable tourism certification program are entitled to a membership renewal discount.

Travel and tourism providers with questions about STI's FREE membership offer may reach the not-for-profit company via e-mail or phone at 800-276-7764.

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To contact STI, call 800-276-7764, e-mail, or visit their on-line press kit.

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