Tourism industry collaborates to promote safe water for all

Members of the world’s tourism industry have joined forces to help promote safer drinking water in developing communities.

The move comes as part of the WHOLE WORLD Water initiative, which aims to increase funding to sustainable development projects delivering safe water.

Many of the world’s biggest resorts, hotels and restaurants will filter, bottle and sell their own water to customers on site as part of the scheme.

The three-year agreement will see 10% of revenues channelled to the WHOLE WORLD Water Fund, a UK-based charity.

High profile companies, including brands involved in fractional ownership including Ritz Carlton and Yoo, as well as top hospitality brands Soneva, Six Senses, Virgin Limited Edition, Virgin Hotels, Banyan Tree and Auberge du Soleil, have already agreed to take part.

Karena Albers, Co-founder of WHOLE WORLD Water, said: “The WHOLE WORLD Water model is designed to combat environmental, health, and economic issues, deliver radical change and drive a more robust bottom line across the industry.

“This will be the first time that a single industry has come together to take positive action on a global development issue via one global campaign.”

More than 780m people across the globe lack access to safe water, while demand for water is expected to outstrip supply by 40% by 2030.

It is thought the campaign could raise up to $1bn each year. For more information, visit

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