In 1990 just before the Rio Earth Summit, SUNx President Geoffrey Lipman met Maurice Strong, its Secretary General. For the next 25 years until his death in 2015, Lipman was a friend and pupil of Strong, who was the architect of the UN climate; sustainability and nature conventions and strategy – starting with the first Earth Summit in Stockholm in 1972, which Strong had also led.

After Rio, Strong worked with Mikhael Gorbachev, former President of USSR to create the Earth Charter – principles for the relationship between people and planet – which they released in 2000 from the Peace Palace in the Hague.

Now in its 25 year it is an inspiration for our own Dodo4Kids initiative.

In 2010 Lipman asked Strong for his support, for a new vehicle for Tourism to engage with the kind of issues that Strong had been championing throughout his UN career – and SUNx – the Strong Universal Network was the result. It was housed in an EU based not for profit SUNx Institute. The ‘x’ being a permanent reminder that the Climate Crisis is eXistential.

In 2019 we created SUNx Malta, thanks to support from the Malta Tourism Authority and Malta’s Ministry of Tourism. This allowed us to launch a well received, postgraduate Diploma with ITS (Institute for Tourism Studies) for students in Developing and Small Island States, as well as a Registry for Companies, who share our commitment to Climate Friendly Travel - Paris 1.5: SDG: Nature +ve.”

In 2020 we launched a global registry of companies that represent Climate Friendly Travel with support from the Government of Malta and the World Travel and Tourism Council. By mid-2025, it contained nearly 900 registrations, many from the poorest countries in the world. 

Since then, we have made important progress in building a global network of national chapters, each led by a Diploma student. These students undergo 400 hours of training in online lectures, under the theme of “CFT - Education 2 Action”, and a defined strategy to build a steadily growing, chapter led Community of committed individuals and registered companies.

Today we have graduated 150 Diploma Students, leading Chapters in some 60+ countries; with almost 1000 companies around the world on our CFT Registry. Increasing year by year.

Together with our Dodo outreach to travellers, we are planning to create 100,000 Strong Climate Champions around the world by 2030.

https://www.forbes.com/sites/jordilippemcgraw/2022/06/29/guests-can-now-try-coral-gardening-at-the-four-seasons-resort-costa-rica/?sh=7867de7fa6d2

At the Four Seasons Resort Costa Rica, guests can now engage in coral gardening, a unique and impactful activity aimed at restoring local coral reefs while indulging in luxury vacation experiences. Partnering with Peninsula Papagayo and the Culebra Reef Gardens Alliance, the five-star property offers various hands-on options for guests to participate in coral reef restoration efforts. Experienced divers can partake in the Coral Gardening Experience, involving cleaning, transplanting, and planting coral fragments onto damaged reef areas, with the opportunity to adopt their own coral structure. Non-divers can contribute through the Adopt-a-Coral program or by joining beach clean-up initiatives. Complimentary guided snorkeling excursions provide educational opportunities to learn about marine life and conservation efforts while assisting in monitoring aquatic animals. The resort's collaborative efforts have resulted in the successful planting of thousands of coral fragments onto nurseries with significant growth, reflecting their commitment to marine conservation and sustainability as part of the Papagayo Legacy program.

https://www.forbes.com/sites/dominican-republic-ministry-of-tourism/2024/03/06/why-the-dominican-republic-is-redefining-sustainable-luxury-travel/?sh=46f80d7e1871

The Dominican Republic is embracing sustainable luxury travel, catering to eco-conscious travelers without sacrificing luxury. The country's strategy includes diversifying tourism products, promoting local businesses, investing in human resources, and building resilience post-Covid-19. Public-private partnerships are crucial, with initiatives ranging from conservation projects to zero-waste efforts in popular destinations like Punta Cana.

https://www.cnn.com/travel/thanda-island-private-luxury-tanzania-spc-intl/index.html

Thanda Island, a luxury private island off the Tanzanian coast, priced at $33,000 per night,

embodies sustainable tourism. Inspired by the Kennedy family's beach house, it boasts self-sufficiency features such as a solar farm and desalination plant. Exclusive access to a marine reserve offers activities like snorkeling and diving, fostering marine life like whale sharks through conservation efforts. The island also supports local communities and initiatives, making luxury travel a force for positive impact.