Starting a blog post with this headline—at the same time as we are celebrating finally becoming Travelife certified—may seem a little strange. Nevertheless, it feels completely right. Because it is true, and it is important to be honest about exactly this.
Working in tourism largely means facilitating travel for more people around the world. Transport is one of the largest sources of global greenhouse gas emissions, and tourism can contribute to overtourism, pressure on local cultures, and the degradation of important natural areas.
At the same time, we humans are wired in a way that makes us hard to stop. Many of us are driven by a desire to develop and grow, we are fundamentally curious, and we have a strong need for mobility.
We want to seek out and experience other places, other people, and other cultures. Banning people from traveling is not a good solution—people will always dream of traveling as long as they have the opportunity.
It is precisely this paradox that motivates me. I believe it is possible to travel in a way that does not harm the climate, nature, and local culture, but instead contributes positively—both for those who travel and for those who are visited.
You may call me naive or optimistic. Still, I genuinely believe that we humans, with the knowledge and technology we have developed, can get there. But it will not happen on its own. It requires a high degree of willingness to change—something many are not prepared to embrace. The expression “someone has to die first” is unfortunately too often the reality before necessary changes are actually implemented.
At JVB Travel, we have worked purposefully for several years to become Travelife certified. Travelife is the leading international sustainability certification for the tourism industry, and the standard covers areas such as the environment, biodiversity, human rights, and working conditions. The certification aligns with both ISO 26000 and the UN Sustainable Development Goals.
To achieve Travelife Certified status, we had to meet more than 200 criteria related to sustainable operations, office practices, cooperation with suppliers, and communication with guests. The certification is carried out by an independent third party and represents a clear recognition of our long-term work with social and environmental sustainability.
The Travelife scheme consists of three levels:
- Travelife Engaged
- Travelife Partner
- Travelife Certified
We are proud to say that we have now reached the highest level—Travelife Certified.
This does not mean that we are perfect. Nor does it mean that everything we do is sustainable. But it does mean that we take responsibility, that we work systematically, and that we continuously strive to become a little better and more sustainable. We are not standing still, and as a tour operator we bring all our partners along on this journey. It is not always easy—but it is necessary. And the result is always better than standing still and doing nothing.
Georg Sichelschmidt
Managing Director
JVB Travel AS
