A year ago, these conversations were focused on Brexit and how the UK’s political turmoil was impacting tourism elsewhere.

Fast forward 12 months, and although the turmoil remains, the conversation has moved on – replaced by the far more global (and urgent) issue of making travel sustainable.

Responsible tourism has been a hot topic at WTM London for some time but this year, refreshingly, it is the tourist boards, hoteliers and operators – not scientific experts – that are leading the debate.

One such hotelier is Sri Lanka’s Jetwing, where plastic is being banned – even from food suppliers.

It is also aiming to ensure filtered water is supplied to all its rooms in glass bottles (p36).

As consumers become ever more eco-conscious, every sector will have its role to play in reducing its overall environmental footprint – and tokenistic gestures (such as carbon offsetting) just won’t cut it.

In this week’s issue we examine the concept of “flygskam” – or flight shame – Sweden’s growing anti-flying movement.

Aviation might only account for 2% of total global greenhouse gas emission (by contrast the global fashion industry accounts for 10%), but recent studies suggest flygskam is entering British consciousness and, crucially, impacting buying habits (p24).

Every sector has its role to play in tackling the climate crisis. Travel, like other industries, is nowhere near having the answers. But it is at least having the conversation.

The TTG team will be reporting live from WTM London – visit flymy.co.uk/wtm for all the latest updates.