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Recipes for responsible tourism success were on the menu during the third day of WTM London as speakers shared tips about how to “hide the lentils in the cake”.
The first session on the Experience Hub featured sustainability experts debating whether labels in the sector were useful or a hindrance – as well as sharing examples of good practice with “hiding the lentils”.
Debbie Hindle, Chair of the International Centre for Responsible Tourism Global, commented: “[Sustainability] should be innate…but we should be telling consumers about the experience and the emotion, not putting a label on it.