Introduction
The travel and tourism sector, a cornerstone of the global economy, faces an urgent challenge: reducing its carbon footprint while sustaining growth. Aviation, a critical component of this industry, is responsible for a significant portion of its greenhouse gas emissions. To address this, the World Travel & Tourism Council (WTTC), in collaboration with global consultancy ICF, has launched a bold framework urging the entire sector to unite in scaling up the production and adoption of Sustainable Aviation Fuel (SAF) and other renewable fuels. Described as “the single biggest game-changer for travel and tourism,” SAF offers a pathway to decarbonization but is hindered by high costs, limited supply, and infrastructure challenges. This article explores the WTTC’s call to action, the importance of SAF, the proposed framework, and the broader implications for the travel industry.
The Urgency of Sustainable Aviation Fuel
The Role of Aviation in Travel Emissions
Aviation accounts for approximately 2-3% of global carbon dioxide emissions, with the travel and tourism sector contributing significantly due to its reliance on air travel. As global tourism is projected to contribute $16.5 trillion to the economy and support 460 million jobs by 2035, the sector’s environmental impact cannot be ignored. Unlike ground transportation, which can leverage electrification, aviation depends on liquid fuels, making SAF a critical solution for reducing emissions. SAF, derived from sources like cooking oil, agricultural residues, and municipal waste, can reduce lifecycle emissions by up to 90% compared to conventional jet fuel.
Current Challenges with SAF
Despite its potential, SAF accounts for only 0.3% of global jet fuel consumption, highlighting a severe supply-demand imbalance. Several barriers impede its widespread adoption:
- High Production Costs: SAF can cost up to 10 times more than conventional jet fuel due to expensive feedstocks and complex production processes.
- Limited Feedstock Availability: Competing demands for raw materials, such as cooking oil and agricultural waste, restrict SAF production.
- Underdeveloped Infrastructure: Refining and distribution networks for SAF are insufficient, limiting its accessibility.
- Regulatory and Investment Gaps: While initiatives like the EU’s ReFuelEU Aviation mandate aim to increase SAF use, global coordination and investment are lacking.
Julia Simpson, WTTC President & CEO, emphasized, “Sustainable fuel is the single biggest game-changer for travel and tourism, but right now, supply falls dangerously short of demand.” Without collective action, the industry risks rising costs, limited travel options, and failure to meet net-zero targets.
The WTTC-ICF Framework: A Blueprint for Action
Overview of the Framework
Launched in May 2025, the WTTC-ICF report, Scaling Up Sustainable Fuel, provides a practical roadmap for the travel and tourism sector to accelerate SAF adoption. The framework is inclusive, outlining roles for businesses of all sizes—from airlines and cruise lines to hotels and travel agencies. It categorizes stakeholders into four levels of engagement: Collaborators, Promoters, Adopters, and Investors. This structure ensures that every segment of the industry can contribute, regardless of resources or scale.
Roles for Tourism Stakeholders
- Collaborators: Smaller businesses, such as local hotels or tour operators, can support SAF by providing feedstocks like used cooking oil or participating in sustainability advocacy campaigns. These actions require minimal investment but collectively increase feedstock availability and public awareness.
- Promoters: Travel agencies and mid-sized companies can promote SAF through marketing campaigns, educating consumers about its benefits, and encouraging demand for sustainable travel options.
- Adopters: Airlines, cruise lines, and large hotel chains can commit to purchasing SAF or sustainable fuel credits, directly supporting production and integrating SAF into their operations.
- Investors: Major corporations and financial institutions can fund SAF production facilities, research into new feedstocks, or infrastructure development, driving long-term scalability.
Daniel Galpin, Managing Director at ICF, noted, “Decarbonising transport is essential to a sustainable tourism sector, and it requires the full ecosystem to engage.” The framework’s flexibility allows businesses to choose roles that align with their capabilities, fostering sector-wide collaboration.
Key Strategies and Recommendations
The WTTC-ICF framework outlines several strategies to overcome SAF barriers:
- Feedstock Diversification: Encouraging the use of varied feedstocks, such as municipal waste and forestry residues, to reduce competition and increase supply.
- Public-Private Partnerships: Advocating for government incentives, subsidies, and policies to lower SAF costs and stimulate investment.
- Consumer Engagement: Raising awareness among travelers about SAF’s benefits to drive demand for sustainable travel options.
- Innovation Support: Investing in technologies like Twelve’s CO2-to-SAF process, which mimics photosynthesis to produce low-carbon fuel.
The framework also highlights the economic imperative of SAF adoption. By reducing reliance on volatile fossil fuel markets, the industry can stabilize costs and enhance resilience.
Implications for the Travel and Tourism Sector
Economic and Environmental Benefits
Scaling up SAF offers dual benefits: environmental sustainability and economic stability. By reducing emissions, the industry can align with global climate goals, such as the Paris Agreement and the EU’s “Fit for 55” package, which mandates SAF blending of 5-10% by 2030. Economically, SAF adoption can mitigate the risk of rising airfares, which could result from supply shortages and regulatory mandates. The WTTC warns that without action, SAF’s high costs could increase ticket prices, discouraging travel and harming the sector’s projected $16.5 trillion contribution to the global economy.
Risks of Inaction
Failure to scale SAF production poses significant risks:
- Rising Costs: Limited SAF supply could drive airfares higher, as airlines pass on the cost of expensive fuel.
- Regulatory Penalties: Non-compliance with mandates like ReFuelEU could result in fines and operational restrictions.
- Climate Setbacks: Inadequate SAF adoption will hinder the industry’s ability to meet net-zero targets, damaging its reputation and long-term viability.
- Consumer Backlash: As travelers prioritize sustainability, failure to adopt eco-friendly practices could alienate environmentally conscious consumers.
The WTTC emphasizes that “sustainable fuel is not just an environmental necessity; it’s a business imperative.” Collective action is essential to avoid these pitfalls.
Global and Regional Efforts
Government Initiatives
Governments worldwide are recognizing SAF’s importance. The EU’s ReFuelEU Aviation initiative is a leading example, mandating progressive SAF use in aviation. The UK has also invested in SAF through the Advanced Fuels Fund, supporting projects like Willis Sustainable Fuels’ Teesside facility. However, the WTTC calls for stronger global coordination and incentives to bridge the cost gap between SAF and conventional fuel.
Industry Innovations
Airlines and technology companies are driving SAF innovation. United Airlines’ investment in Twelve, which produces SAF from CO2 and water, demonstrates the potential for scalable, low-carbon solutions. Similarly, Willis Sustainable Fuels’ adoption of Fischer Tropsch technology in the UK highlights industry commitment to advancing SAF production. These efforts align with the WTTC’s call for investment and collaboration.
Regional Perspectives
In regions like India, sustainability discussions are gaining traction. The India Travel & Tourism Sustainability Conclave, organized by the MakeMyTrip Foundation and WTTC India Initiative, emphasized decarbonizing aviation and adopting sustainable practices across the hospitality sector. Such initiatives reflect the global momentum behind the WTTC’s framework.
Challenges and Criticisms
Industry Pushback
Some airlines, supported by the International Air Transport Association (IATA), have sought to delay SAF mandates, citing high costs and supply constraints. For example, European carriers requested a postponement of the EU’s 2030 SAF targets, arguing that current production levels are insufficient. This pushback underscores the need for the WTTC’s collaborative approach to align industry and regulatory goals.
Feedstock Competition
The reliance on feedstocks like cooking oil raises concerns about competition with food production and other industries. Scaling SAF requires diversifying feedstocks and developing synthetic fuels, which demands significant investment and innovation.
Equity and Accessibility
Smaller businesses, particularly in developing regions, may struggle to participate in SAF initiatives due to financial and logistical barriers. The WTTC-ICF framework addresses this by offering low-cost roles like collaboration, but broader support—such as subsidies or technical assistance—will be crucial for equitable adoption.
The Path Forward
Short-Term Actions
To kickstart SAF adoption, the WTTC recommends immediate steps:
- Advocacy Campaigns: Businesses should promote SAF’s benefits to consumers and policymakers, building support for incentives and mandates.
- Feedstock Contributions: Hotels and restaurants can supply used cooking oil, increasing feedstock availability.
- Partnerships: Airlines and tour operators should form alliances to pool resources for SAF purchases and infrastructure development.
Long-Term Goals
Looking ahead, the industry must focus on:
- Scaling Production: Investments in new facilities and technologies, like Twelve’s CO2-based SAF, are critical for increasing supply.
- Global Standards: Harmonizing SAF regulations and incentives across countries will ensure a level playing field and accelerate adoption.
- Consumer Incentives: Offering loyalty programs or discounts for SAF-powered flights can drive demand and offset costs.
The Role of Stakeholders
Every segment of the travel ecosystem has a role to play. Airlines must lead by adopting SAF and investing in production, while hotels and tour operators can support feedstock supply and advocacy. Governments must provide incentives and infrastructure, and consumers should demand sustainable options. As Julia Simpson stated, “Every hotel, tour operator, travel agency, cruise line, and airline has a role to play. This framework gives them the blueprint.”
Conclusion
The WTTC’s call to action is a pivotal moment for the-travel and tourism sector. Scaling up Sustainable Aviation Fuel is not just an environmental necessity but a strategic imperative to ensure the industry’s economic viability and resilience. The WTTC-ICF framework provides a practical, inclusive roadmap for businesses to collaborate, innovate, and invest in a cleaner future. While challenges like high costs and limited supply persist, collective action—spanning airlines, hotels, governments, and consumers—can overcome these barriers. By uniting behind SAF, the travel and tourism sector can lead the way toward a sustainable, net-zero future, ensuring that the skies remain open for generations to come.
