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Reputation, Soft Power, and Multilevel Governance: Tourism as a driver of the decarbonization economy

The Paris Agreement set an ambitious target: limiting global warming to 1.5°C by 2050. To achieve this, governments, companies, and society must act in coordination — and tourism, responsible for nearly 8% of global greenhouse gas emissions, is a critical part of the equation. At Green Initiative, we believe climate action goes beyond carbon accounting. It is also about reputation, soft power, and regenerative prosperity. As we often say: “We translate carbon into reputation, connecting territories to narratives of impact, and building bridges between climate action, trust, and the future.” The Reputation Economy in action We live in the era of the Reputation Economy: organizations and territories are evaluated by the trust they inspire, the consistency between discourse and practice, and their ability to generate positive impact. In this context, decarbonization is also a reputational strategy. Destinations that commit to transparent climate action not only reduce emissions but also earn legitimacy and influence. Reputation is the bridge that connects climate ambition, governance, and long-term competitiveness. Multilevel Governance as a differentiator & Soft Power The transition to carbon-neutral destinations requires multilevel governance: aligning local community commitments with national policies, multilateral frameworks, and global investors. This is the foundation of the Climate Action Guide for Tourism Businesses and Destinations, launched by Green Initiative in collaboration with UNEP, UN Tourism, UNCTAD, UNFCCC, and Brazilian partners. More than a technical tool, the guide is a political instrument: by strengthening collective commitments, it enhances the reputation of destinations and opens access to climate finance. Bonito, Brazil (MS) became the world’s first ecotourism destination to achieve carbon-neutral certification. Machu Picchu, Peru has also reached this milestone and will reaffirm it in November during the Climate Talks Machu Picchu 2025. More than a ceremony, the event will serve as a platform to discuss governance, sustainable logistics, and international reputation, showing how tourism can lead in decarbonization. The reputation challenge in Carbon markets A recent Nasdaq study stressed the urgency of scaling and ensuring liquidity in carbon markets. For tourism, this means the viability of decarbonization models depends not only on emission reductions but also on credible compensation mechanisms. The reputation of carbon credits will be the key dividing line between projects that deliver real impact and those at risk of greenwashing. This is why Green Initiative ensures certified, traceable, and internationally recognized credits, aligning tourism destinations with robust governance practices and investor expectations. November in Machu Picchu: a global milestone From November 4–6, 2025, Machu Picchu will host the 3rd Carbon Neutral Certification Ceremony, alongside the launch of Peru’s first Carbon Neutral Tourism Corridor, connecting Cusco, Machu Picchu, and Choquequirao. This moment comes at the right time: while operational challenges highlight the need to enhance visitor experience, the event demonstrates how to move forward with structured responses — combining decarbonization, reliable logistics, and transparent governance. The World Heritage and Emblemátic Sites Coalition – Climate Action in Tourism will be more than a climate commitment: it will be an invitation to continuous improvement in destination management, balancing preservation, access, and reputation. Held just days before COP30 in Belém, Brazil, the event will reinforce that cultural and natural heritage sites can lead the global climate agenda, translating soft power into cooperation and regenerative prosperity. According to UNESCO, climate change is already threatening many of the planet’s most iconic cultural and natural heritage sites. One in six World Heritage properties faces direct risks from climate impacts, while a third of World Heritage cities are located in coastal zones exposed to sea-level rise and extreme weather. By 2050, one third of the glaciers in these sites may disappear, and nearly all coral reefs within World Heritage areas are projected to experience major bleaching events. These alarming figures underscore the urgency of integrating climate governance and sustainable tourism into preservation strategies, ensuring that destinations like Machu Picchu not only safeguard their heritage but also lead global adaptation and mitigation efforts. Three reputation lessons for tourism destinations By integrating governance, reputation, and climate action, Green Initiative positions itself as a leader in a pioneering movement: turning destinations into ambassadors of the transition toward a climate-positive planet. In November, Machu Picchu will consolidate this model — and in Belém, during COP30, tourism can assert itself as a powerful platform for influence, trust, and sustainable competitiveness. This article was written by Karla de Melo from the Green Initiative Team. Related Reading

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Ahead of COP30, UNESCO World Heritage Sites Unite for Climate Action at Machu Picchu

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Tourism is responsible for nearly 8% of global greenhouse gas emissions, placing destinations under growing pressure to decarbonize and integrate circular economy practices. Within this context, UNESCO World Heritage Sites stand at a crossroads. Their cultural and natural value is irreplaceable, and their visibility to millions of visitors makes them powerful platforms to prove that climate action and heritage preservation can go hand in hand. In November 2025, just days before the world gathers in Brazil for COP30, Machu Picchu — one of the most iconic UNESCO World Heritage Sites — will host Climate Talks Machu Picchu 2025. This historic high-level event will unite leaders from tourism, culture, and climate action, positioning heritage destinations as active players in shaping global climate solutions. A Historic First for Global Heritage For the first time, cultural and natural heritage sites will step onto the global stage of climate diplomacy. By aligning their preservation mission with ambitious decarbonization goals, these sites are sending a clear message: heritage is not only about safeguarding the past, but about shaping a livable future. At Climate Talks Machu Picchu 2025, World Heritage leaders will: COP30 Momentum With COP30 in Belém do Pará just around the corner, this initiative aims to inject fresh urgency into international climate negotiations. By placing heritage at the center of the climate agenda, world-renowned destinations are transforming from symbols of history into agents of change, amplifying their moral authority to inspire governments, industries, and communities. Workshop Circular Tourism, sponsored by AECID / CANATUR PERU Workshop on Circular Tourism, organized by Turismo Circular Perú — a national project led by CANATUR in collaboration with AECID. The workshop, delivered with the technical support of Green Initiative, will focus on strengthening local capacities to streamline best practices in circularity and decarbonization. By supporting Machu Picchu’s public and private stakeholders to streamline sustainable practices, the program seeks to enhance efficiency, reduce environmental impacts, and reinforce the destination’s role as a global benchmark in climate-smart and circular tourism. Celebrating Climate Leadership As part of the program, Climate Talks Machu Picchu 2025 will also host the 3rd Ceremony for the Carbon Neutral Certification of Machu Picchu, reaffirming the destination’s pioneering role as a benchmark in sustainable tourism. The agenda includes technical visits to explore circular economy practices in Machu Picchu, knowledge-sharing panels with representatives from Angkor Wat, Petra, the Galápagos, Taj Mahal, Bonito, and Tikal, and the signature of a global Call to Action. This milestone gathering will not only strengthen local and international collaboration but also celebrate tangible progress, ensuring that heritage sites lead by example in advancing climate neutrality. A Global Engagement The initiative is convened by the Municipality of Machu Picchu, CANATUR, Inkaterra, and the Green Initiative, with support from the German Embassy in Peru, the Peruvian Embassy in India, SEVEA (Cambodia), Cristo Redentor (Rio de Janeiro), and SERNANP, in collaboration with UN Tourism and the UNESCO Country Offices. Pedro Andrade Corrêa de Brito, International Relations Coordinator of Santuário Cristo Redentor, emphasized:“Cristo Redentor is not only a symbol of faith and unity for Brazil and the world, it is also a call to collective responsibility. By joining forces with Machu Picchu and other heritage icons, we reaffirm that protecting our most cherished cultural and natural treasures requires urgent climate action.” Gustavo Santos, Director of UN Tourism for the Americas, added:“Our vision for a thriving tourism sector, aligned with the great challenges humanity must overcome, is clear: tourism development and decarbonization can — and must — go hand in hand.” José Koechlin, President of Inkaterra, concluded:“Heritage destinations like Machu Picchu remind us that protecting the past is inseparable from safeguarding the future. By leading through example and working together across borders, we can turn climate ambition into pragmatic action. This is the responsibility of all parts of society — and the opportunity before us.” By aligning culture, nature, and tourism with ambitious climate goals, World Heritage Sites are sending a powerful message to the world: protecting our heritage means protecting our future. Machu Picchu will serve as the stage where history, culture, and climate converge, demonstrating how iconic destinations can lead by example and inspire change on a global scale. 📩 Media Inquiries and Participation Journalists interested in covering Climate Talks Machu Picchu 2025 or requesting further information are warmly invited to contact us at contact@greeninitiative.eco. Our team will be glad to provide press materials, facilitate interviews, and support media participation. The Green Initiative Team

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COP30 Unveils Thematic Days and Invites the World to Belém, Brazil

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Source: Agência Gov (Brazil), August 6, 2025 In an official statement made this week, the Brazilian government, in partnership with the United Nations Framework Convention on Climate Change (UNFCCC), announced the schedule of thematic days for COP30, which will take place in Belém do Pará from November 10 to 21, 2025. The global event marks a historic moment as it will be the first UN Climate Change Conference held in the Amazon. During a press conference, the Executive Secretary of the Ministry of Environment and Climate Change, João Paulo Capobianco, emphasized Brazil’s intention to offer an inclusive and action-driven summit: “We want COP30 to be a transformative milestone, both in terms of the commitments taken on by countries and the legacy it will leave for the Amazon, for Brazil, and for the planet,” he said. The official thematic calendar was developed based on consultations with civil society, scientists, governments, and Indigenous representatives. According to Capobianco, the themes were designed to highlight climate justice, biodiversity, decarbonization, and sustainable development, ensuring that the Amazon is at the center of global climate negotiations. Key Thematic Days of COP30 As Ana Toni, COP30 CEO, stated: “We want scientists and students, ministers and mayors, activists and artists to see where they belong in this agenda and plan to join us in Belém for collective action … This calendar brings clarity to participants, and momentum to our movement. Participation is power.” Dates Themes Nov 10–11 Adaptation; Cities; Infrastructure; Water; Waste; Local Governments; Bioeconomy; Circular Economy; Tourism Nov 12–13 Health; Jobs; Education; Culture; Justice & Human Rights; Information Integrity; Workers; introduction of the Global Ethical Stocktake Nov 14–15 Energy; Industry; Transport; Trade; Finance; Carbon Markets; Non‑CO₂ Gases—supporting goals to triple renewables, double energy efficiency, and ensure a just fossil‑fuel transition Nov 17–18 Forests; Oceans; Biodiversity—highlighting Indigenous peoples, local and traditional communities, youth, and small & medium entrepreneurs Nov 19–20 Agriculture; Food Systems & Security; Fisheries; Family Farming; Women; Gender; Afro‑descendants; plus focus on Science, Technology and Artificial Intelligence Each thematic day will host panels, debates, and technical sessions aimed at advancing the implementation of the Paris Agreement, promoting nature-based solutions, and supporting climate-positive actions aligned with sustainable development goals. The Amazon as a Global Climate Stage Belém, the capital of Pará, is preparing to receive more than 30,000 participants from around the world. The government is investing in infrastructure, sustainability measures, and digital platforms to ensure accessibility, transparency, and carbon accountability during the event. Marina Silva, Brazil’s Minister of the Environment and Climate Change, reinforced the significance of holding COP30 in the Amazon: “We want the world to see the Amazon not just as a place that needs protection, but as a place of solutions, of science, of culture, and of hope.” The selection of Belém as host city reflects a strategic effort to position the Amazon biome at the heart of global climate discussions, drawing attention to the role of tropical forests in carbon sequestration, ecosystem services, and indigenous stewardship. Green Initiative’s Commentary At Green Initiative, we recognize the urgency of ensuring that climate and nature-positive solutions are scaled and recognized at global forums like COP30. We applaud the focus on territorial governance, inclusive participation, and thematic alignment, particularly around forest-based solutions and the energy transition. As part of our commitment, we will continue supporting private and institutional stakeholders that seek to create measurable impact for people and planet. This article was written by Yves Hemelryck from the Green Initiative team Related Reading

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Rio de Janeiro's Cristo Redentor Launches Climate Certification A New Era for Sustainable Tourism and UNESCO World Heritage Sites

Rio de Janeiro’s Cristo Redentor Leads the Way for COP30: Climate Action in Tourism for a Resilient Future

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Cristo Redentor Sanctuary, Rio Book, and Green Initiative Sign Collaboration Agreement to Launch Climate Certification of this Iconic UNESCO World Heritage Site Aligned with UN Tourism efforts to promote sustainable tourism best practices across the region, and inspired by the achievements of Machu Picchu, the Santuário Cristo Redentor, Rio Book, and Green Initiative have signed a collaboration agreement to launch the climate certification process of Cristo Redentor — an emblematic cultural and religious landmark recognized as a UNESCO World Heritage Site. “Our vision for a thriving tourism sector, aligned with the great challenges humanity must overcome, is clear: tourism development and decarbonization can — and must — go hand in hand. Through this initiative, leveraging the powerful symbolism of Cristo Redentor in Rio de Janeiro, we aim to carry this message not only to other destinations in the region but to the entire world.” — Gustavo Santos, UN Tourism Director for the Americas Located within the lush Tijuca Forest National Park in Rio de Janeiro, Cristo Redentor stands as a powerful symbol of the interconnection between culture, spirituality, and nature. The Sanctuary leads a robust environmental sustainability agenda through its institutions, such as the Instituto Redemptor and the Obra Social Leste Um, coordinated under the Consórcio Cristo Sustentável. Guided by the United Nations’ 2030 Agenda and the Sustainable Development Goals (SDGs), the Sanctuary is progressively internalizing best practices in environmental and social governance, aiming to generate a positive climate impact across all its activities. “Cristo Redentor, a universal symbol of welcome and inclusion, is on its way to its centenary in 2031, establishing itself as the first cultural and religious tourist destination in Brazil to achieve this level of commitment to climate sustainability in the management of its activities. Our strategic planning and governance are aimed at integrating the best environmental practices, with the goal of positioning our monument as a communicating agent that conveys the urgent need for the holistic care of our common home.”— Father Omar Raposo, Rector of the Santuário Cristo Redentor (Christ the Redeemer Sanctuary) On April 24th, during a historic event held in Belém do Pará, the Sanctuary signed two strategic agreements. First, a Protocol of Intentions with the Government of the State of Pará to jointly advance climate and sustainability agendas ahead of COP30. Second, a collaboration agreement with Rio Book and Green Initiative to initiate the climate certification process of Cristo Redentor’s management, with a progressive strategy towards achieving a positive climate impact. Through this collaboration, Cristo Redentor will undergo a comprehensive climate certification process aimed at assessing and mitigating its carbon footprint, integrating climate action at the core of its management model. “Being involved in the Cristo Carbono Neutral Certification process is a tremendous honor and pleasure. With the support from UN Tourism, along with support from public authorities and private sector institutions, we will have a unique project! In addition to Green Initiative’s work, we will mobilize talents to organize events, national and international photography exhibitions, concerts, documentaries… In short, a powerful network of communication and achievements worthy of this major project.” — Ricardo Amaral, Director of Rio Book “This collaboration reflects our commitment to positioning climate action as a central element of regenerative and sustainable tourism. At Green Initiative, we believe that iconic sites like Cristo Redentor have the power to inspire global change—not only through environmental leadership but by engaging communities, visitors, and partners in a collective journey toward a climate-positive future.” — Tatiana Otaviano, Relationship Manager at Green Initiative Importantly, through this process, Cristo Redentor will align its efforts with the Glasgow Declaration on Climate Action in Tourism. Launched at COP26 in 2021, the Glasgow Declaration has been endorsed by over 700 organizations worldwide and calls on tourism stakeholders to halve emissions by 2030 and achieve net zero by 2050. It outlines five pathways for action: Measure, Decarbonize, Regenerate, Collaborate, and Finance. By adhering to these principles through the certification process, Cristo Redentor will further strengthen its governance framework and serve as a model for UNESCO World Heritage Sites worldwide, illustrating how tourism, cultural heritage preservation, and climate action can be mutually reinforcing pillars for sustainable development. Grounded in international standards and Green Initiative’s approach, the overall goal of the project is to internalize climate mitigation action within the Sanctuary’s management practices. In doing so, the certification process will help reinforce ongoing social, cultural, and environmental initiatives led by the Sanctuary, while also identifying and making visible new opportunities for climate action, nature conservation, and community-based cultural programs. This integrated approach will contribute to amplifying the project’s impact and outreach, strengthening Cristo Redentor’s role as a catalyst for sustainable and inclusive development. The certification process will entail a full measurement and analysis of greenhouse gas emissions balance associated with site operations and activities. It will identify and reinforce existing mitigation efforts while exploring new opportunities for carbon capture and resource efficiency. It will culminate in the development of a Climate Action Plan covering the 2025–2030 period, designed to guide strategic investments, operational improvements, and long-term social, cultural and climate-related initiatives. A Strategic Step Toward COP30 The initiative comes at a crucial time, as Brazil prepares to host COP30 from November 10 to 21, 2025, in Belém do Pará — the first time a UN Climate Conference will be held in the Amazon region, a globally significant ecosystem for climate stability. Since the launch of the Glasgow Declaration, the tourism sector has been building a compelling case for its role in addressing the climate crisis. This momentum gained significant traction at COP29 in Baku, Azerbaijan, where tourism was celebrated through the inaugural Tourism and Climate Action Day, underscoring the sector’s growing recognition as a driver of climate solutions and nature-positive action. The climate certification of Cristo Redentor aligns with these global movements and serves as a strategic contribution to Brazil’s and the broader region’s efforts to demonstrate that tourism can be a powerful force for good. By positioning a UNESCO World Heritage Site as a leader in climate mitigation,

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Nationally Determined Contributions (NDCs) in 2025: Progress, Challenges, and Global Impact

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What Are Nationally Determined Contributions (NDCs)? Nationally Determined Contributions (NDCs) are climate action plans submitted by countries under the Paris Agreement, an international treaty adopted in 2015 to limit global warming and strengthen global responses to climate change. to reduce greenhouse gas emissions and mitigate global warming. These commitments are crucial in the global fight against climate change, with periodic updates required to enhance ambitions and align with the 1.5°C target set by the United Nations Framework Convention on Climate Change (UNFCCC). The 2025 NDC Update: Where Do Countries Stand? As of February 2025, only 13 out of 195 signatory nations have submitted their updated NDCs ahead of the February 10, 2025, deadline. Among the leading countries to meet the submission deadline are: Are Current NDCs Enough to Meet the Paris Agreement Goals? Despite some progress, the overall global climate response remains inadequate. The UNFCCC warns that current national climate plans will only achieve a 2.6% reduction in global greenhouse gas emissions by 2030, far below the required 43% reduction needed to limit warming to 1.5°C above pre-industrial levels. Furthermore, extreme weather events, including record-breaking heatwaves and intensified hurricanes, underscore the urgent need for more aggressive mitigation efforts. The UNFCCC warns that current national climate plans will only achieve a 2.6% reduction in global greenhouse gas emissions by 2030, far below the required 43% reduction needed to limit warming to 1.5°C above pre-industrial levels. Key Challenges in Achieving NDC Targets The Role of COP30 in Strengthening Climate Commitments The upcoming COP30 conference in Brazil presents a critical opportunity to: Visit the COP30 Host Country site. Conclusion: Urgent Action Needed to Strengthen Global Climate Goals While countries like the U.S., Japan, and UAE have set ambitious emission reduction targets, the global response is still falling short. To prevent catastrophic climate impacts, immediate and intensified efforts are required to align with the Paris Agreement targets. The fight against climate change demands urgent, collective, and sustained action. Ready to align your practices with climate action? Contact us today to explore how Green Initiative can help you achieve measurable climate mitigation impact through responsible and transparent actions. Contact us at https://greeninitiative.eco/contact/ This article was written by Marc Tristant from the Green Initiative Team. Related Articles

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