Dear AST friend,

Sustainability conversations today are increasingly dominated by the loudest voices, many of them trading in sweeping claims that are thin on evidence.

It’s no surprise that consumers are becoming more skeptical, tuning out messages that feel rehearsed and performative.

This week, we explore three critical mindset shifts the travel industry must make if it is to respond credibly and effectively to the urgency and scale of today’s climate and sustainability challenges.

Looking ahead, on Thursday, 22 January 2026, our Co-Founder Jeremy Tran will lead the first AST Webinar of 2026, joined by three expert panelists for a grounded, practical conversation on what meaningful action looks like now.

Join us live on Zoom. Registration details below. 👇

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Three Mindset Shifts Asia Needs to Advance Sustainable Tourism in 2026

After years of debating whether sustainability matters to the future of tourism, the industry now confronts a more immediate and uncomfortable question: who can still be trusted? 

The conversation has been overtaken by the loudest voices, many of whom are trading in sweeping claims unsupported by evidence.

Unsurprisingly, consumers are growing skeptical, tuning out sustainability narratives that feel rehearsed and performative.

In this environment, success in 2026 will not belong to businesses making ambitious promises, but to those that can show verifiable impact, communicate with transparency, and scale responsibly. 

That shift demands a reset, away from rhetoric and toward evidence-informed decisions, genuine community partnership, and outcomes that can be measured and verified. 

Below are three high-level mindsets that must be reframed if the industry is to respond to the urgency and scale of the climate and sustainability challenge it now faces.

1. Move beyond net-zero to nature-positive tourism

2. Replace visitor counts with destination livability and carrying capacity

3. Measure impact first, then tell your story with intention and a call-to-action 

In this article:

• A brief overview of where the region is on the sustainability transformation

• The differences between net-zero and nature-positive tourism

• Frameworks to measure a destination’s livability and carrying capacity

• The 5W and 1H Framework to communicate impact to build trust and increase your brand visibility with your target audience.

FINAL CALL: Sign up for AST Webinar, “Is Triple Win Possible? Guests Return, People Prosper, Nature Thrives”

You’re invited to the first AST Webinar of 2026! 

Moderated by our Co-Founder Jeremy Tran, we will bring together three hospitality and travel leaders who are at the frontlines of climate action and sustainability.

No doubt, 2025 was a year of tumultuous changes for Asia’s travel industry. Many of us are asking a pivotal question: how can we make meaningful changes in 2026.

That question will be the focus of our conversation, "Is Triple Win Possible? Guests Return, People Prosper, Nature Thrives."

📅 Thursday, 22 January 2026
⏰ 4:00–5:00 PM (UTC+8)

Jacinta Lim, Co-Founder of Seek Sophie, on redirecting travel demand toward locally-led unforgettable experiences across Asia

Allan Michaud, Lodge Manager of Cardamom Tented Camp, a member of The Long Run, on how conservation-first hospitality can fund protected areas and biodiversity at scale

Andrew S. Cameron, Founder & CEO of Enzyme Consulting, on designing tourism systems that balance commercial resilience with ecological and social regeneration

We’ll dive into practical frameworks, real case studies, and tools that drive repeat visits and long-term value.

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