When we first meet with clients, they are often unsure about sustainability or perceive it as vague and lacking in business value. Alternatively, they are overwhelmed by the scale of the challenge. Either way, they often feel ‘lost at sea’ and as a result, they may hesitate to act or opt for token gestures (eliminating single-use plastics, whilst commendable does not represent a complete or effective environmental strategy). 

“Line of sight” is an old nautical term referring to an imaginary line where an observer has an unobstructed view. We believe this captures the clarity of vision needed to implement a successful sustainability strategy.  

Having a clear line of sight doesn’t mean ignoring challenges but rather setting ambitious yet achievable long-term goals, while continuously reviewing and adjusting your actions to stay on course and adapt to changing conditions. 

Now, setting aside the sea-faring analogies, let me share a couple of examples of organisations that have developed this necessary clarity and the benefits it has brought to them. 

CIE Tours is a US based operator bringing Americans to Ireland, the UK and Europe. Embarking on their sustainability journey, their M.D Stephen Cotter felt they were “navigating in uncertainty, unsure of their direction” but it was clear from the start that they understood the need to support local communities and to reduce their environmental impact. Their integrity was demonstrated by how quickly they recognised the importance of disclosing the impact of their clients’ international travel, even when they hadn’t sold the flight component.  

In a recent interview with our founding director, Patrick Richards, Stephen Cotter, M.D of CIE Tours shared his views on the importance of fully disclosing the environmental impact of the products they sell: 

Consumers want to know what a business stands for and that their values are more than just words. They want to know that the business’s decisions are consistent with the virtues they promote. In short consumers are looking for authentic brands. Establishing a clear line of sight helps achieve this authenticity. When a business has a clear purpose guiding its actions, it becomes evident to all. 

Authenticity means aligning our actions with our words. In contrast to decades of tourism marketing, perfection is not the goal! Imperfections and vulnerability must be embraced. Accepting and sharing our limitations is particularly important when it comes to sustainability. You’ll soon find most people share the same challenges. 

Two years since CIE Tours asked for TerraVerde’s support, we are delighted to report that Stephen has observed a positive response from his suppliers and his teams, who now feel confident in their direction and have a robust 5-year plan in place. 

A second example comes from the “Better Business Community” Initiative launched by Emma Fashokun, ESG Strategy Lead at Cornish Gems. The Initiative represents a consortium of holiday home businesses who are addressing the negative impact of tourism in Cornwall and looking for meaningful ways to better support the local community.  

Emma can envision a better future for tourism in Cornwall and whilst she doesn’t have all the answers, she is transparent about the challenges and not afraid to ask contentious questions.  

A clear vision and strong values underpin the business strategy at Cornish Gems. This is reflected in their progressive workplace policies aimed at providing stable incomes and increased staff retention: 

CIE Tours and Cornish Gems, though operating under different circumstances, share a common approach. Both businesses are making plans that are actionable, transparent, and authentic, with a clear “line of sight” towards their goals. They have developed strategies and actions that align with their vision. We believe their methods can serve as a valuable playbook for others in the tourism industry.

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