The initiative will be deployed across all eight Attitude Hotels and Paradise Cove Boutique Hotels.
In a release, the company said that the movement encourages a collective approach, inviting both guests and business partners to help make a difference. The company will also support the local economy by working with local businesses if they have the right sustainable and economic values. That includes, but is not limited to, sourcing food locally, employing local people and using local suppliers.
Attitude will also support local craftsmanship by funding local musicians, artists and photographers.
Jean-Michel Pitot, CEO of Attitude, said: “Tourism should benefit the whole island and do good, even after the holiday is over. It isn’t easy and we don’t have all the answers, but we do have the drive to innovate and lead the change. As well as our desire to preserve the island’s cultural and environmental heritage, we want to bring about a change in behaviour and raise awareness. The movement intends to unite guests, our partners and the wider tourism industry to follow a model for sustainable development.”
Read ABTA Magazine’s piece on the future of sustainable travel here.