My 'lightbulb moment' about sustainability

Let me share my journey and thoughts on sustainability, as it’s a topic that resonates deeply with me.

My ‘lightbulb moment’ around sustainability wasn’t a single event but a series of experiences that collectively pushed me to rethink my role in environmental responsibility. Growing up in a region where agriculture is deeply intertwined into the culture, I was exposed to the delicate relationship between people and nature from an early age. Seeing firsthand how seasonal patterns affected harvests, and how farmers and communities adapted to these changes, was eye-opening. But it wasn’t until later in my career, when I began working in the wine and tourism industries, that I started to understand the broader implications of climate change and sustainability on a global scale.

I witnessed the impact of rising temperatures and shifting weather patterns on grape-growing conditions. Wineries that had relied on specific climates for centuries were suddenly facing unpredictable frost, droughts, or storms that affected both yield and quality. It became clear that these were not isolated incidents but a growing pattern that signaled a much larger, interconnected issue. Watching winemakers adapt and innovate - by implementing water conservation techniques, switching to organic practices, or experimenting with drought-resistant grape varieties - showed me that sustainability was not just about preserving resources but about safeguarding traditions, livelihoods, and ecosystems.

This realization changed my perspective profoundly. I recognized that sustainability isn’t solely about environmental stewardship; instead it’s about the long-term resilience of industries, communities, and cultures that rely on these resources. As I became more involved in the wine tourism sector, I saw the potential for responsible tourism to not only minimize its footprint but to actively support conservation efforts. Visitors are often deeply moved by these firsthand experiences and leave with a sense of urgency to protect these landscapes and traditions.

Now, sustainability is a cornerstone of my professional approach. In my role, I prioritize partnerships with wineries and tour operators who champion sustainable practices. I believe that businesses have a responsibility to operate in ways that benefit the environment and society at large. This means promoting experiences that are low-impact, supporting local economies, and educating guests on the importance of environmental stewardship.

The concept of sustainability has since evolved for me, from a set of practices to a mindset that permeates every decision I make. I look for ways to reduce waste, conserve energy, and advocate for eco-friendly options, not just in my personal life but in the initiatives I support professionally. My hope is that by emphasizing sustainable practices in wine tourism, we can inspire others to approach their industries with a similar commitment to our planet’s health.

I look forward to following the relevant sustainability conversation on LinkedIn and learning from others in the lead-up to COP29.