Snow, Summits and Sustainability: Travalyst Urges Data-Driven Collaboration at Davos
Roundtable with Trip.com Group and Amadeus highlights need for shared sustainability data to shape the future of tourism
DAVOS, Switzerland – Against a backdrop of geopolitical tension, economic uncertainty and accelerating climate pressures, Travalyst used this year’s World Economic Forum Annual Meeting in Davos to call for stronger sustainable travel data collaboration across the public and private sectors.
Hosting a roundtable at TPC House—an accredited venue of the World Economic Forum—Travalyst convened industry leaders including Trip.com Group and Amadeus to discuss how travel and tourism can contribute to an equitable, nature-positive and net-zero future.
Travel’s Dual Role in the Global Economy
Travel and tourism accounts for approximately 10% of global GDP and supports millions of jobs worldwide. Yet the sector is also responsible for nearly 9% of global emissions, placing it at the center of the sustainability debate.
With global economic growth forecast at 3.1% in 2026—and historical tourism expenditure growth averaging 5.5% annually between 2009 and 2020—industry leaders acknowledged that tourism remains a powerful engine for development. However, unmanaged growth risks exacerbating overtourism, environmental degradation and economic inequality.
The Davos discussion focused on how better governance and data transparency can ensure travel remains a force for positive economic and social impact.
Data as the Foundation for Sustainable Transition
Participants emphasized that consistent, independently verified sustainability data is essential for informed decision-making across the travel ecosystem.
Kees Jan Boonen, Head of Government Affairs and Compliance at Travalyst, highlighted the importance of making foundational sustainability insights available at scale. He stressed that shared data can reduce fragmentation and enable coordinated action by businesses, consumers and policymakers.
Travalyst’s ongoing work to build a centralized Data Hub—designed to standardize sustainability information and certifications—was a key topic of the roundtable. The initiative aims to provide reliable benchmarks to guide ESG strategies, investment decisions and consumer transparency.
Public-Private Collaboration Takes Center Stage
The session brought together representatives from across sectors, including:
- Jane McFadzean, Senior Director, Global Sustainability at Trip.com Group
- Lucas Bobes, Group Environmental Officer at Amadeus
- NGOs and climate technology stakeholders
Participants underscored that sustainability challenges cannot be solved by isolated actors. Cross-sector engagement—spanning governments, travel providers, local communities and technology firms—is required to align economic growth with environmental stewardship.
Industry leaders noted that collaboration among companies that would typically compete signals growing recognition of the urgency and interconnected nature of sustainability challenges.
Balancing Growth and Climate Impact
Discussions also addressed practical challenges:
- Sensitivities around sharing proprietary organizational data
- Aligning sustainability standards across regions
- Reducing emissions while maintaining economic resilience
- Expanding recognition of travel’s sustainability efforts beyond the sector
As seven of nine planetary boundaries have already been breached, participants stressed that innovation and upskilling must be pursued in harmony with environmental limits.
Beyond Davos: Shaping Tourism Policy
Travalyst’s participation at Davos forms part of a broader engagement strategy that includes dialogue at the European Parliament, most recently during European Tourism Day, where stakeholders examined pathways to shape the future of tourism policy.
The organization reiterated that sustainable transformation requires new coalitions capable of driving systemic change, not incremental adjustments.
A Turning Point for Travel Sustainability
The call for sustainable travel data collaboration reflects growing consensus that transparency, standardized metrics and public-private alignment are prerequisites for meaningful decarbonization and responsible growth.
As travel demand continues to rebound and evolve, industry leaders at Davos signaled that the sector’s long-term viability depends on its ability to balance economic opportunity with environmental responsibility—turning sustainability from aspiration into measurable action.
