akte has led the cry for inclusive and fair tourism for forty years. This is a massive achievement for any organisation, let alone an NGO working in a sector dominated by a “business as usual” mind-set. It can be argued that, to date, sustainable consumption and production (SDG 12) has not focused sufficiently on the consumer piece, which is a critical driver of change. Thus the awareness raising and advocacy efforts by akte underpin the shift towards more sustainable tourism and help to ensure that people living in tourist destinations actually benefit. On a personal note, I have had the pleasure of working with akte’s current Director, Christine Plüss, for more than 15 years and my own understanding of the tourism industry is richer for our friendship. 
Jennifer Seif