ith the global population forecast toreach 9.3 billion by 2050, demand onthe planet's natural resources for water,food, fuel and other essentials, showsno signs of slowing. Instead, demographic changeand rising income will result in increased pressureson the environment to meet the needs andaspirations of billions.Against this background, and in the wake of the worsteconomic crisis in generations, another approach togrowth and development is urgently needed; one thatcan incorporate social and environmental concerns.This new model has been identified as the GreenEconomy, and is rapidly gaining ground as our mostviable option for a sustainable future. The movetowards a Green Economy that can deliver on all threepillars of sustainability -economic development,social equity and environmental protection -is clearlya collective responsibility. International organisationsand governments all have their key roles to play. But it is often bottom-up initiatives, from businessesand civil society on the ground, that make the mostimmediate difference. Tourism, made up of countlesssmall and medium enterprises, the majority of which are closely linked to local communities,therefore has an important responsibility to adopt sustainable business models. Encouragingly,recent years have seen tourism businesses adopting concrete, innovative approaches to deliverpositive economic results, while positively enhancingoverall sustainability. Right:Peanuts areground into paste and sold locallyBelow:A restaurant run by women in Côte d'Ivoire ADVANCING THEGREENECONOMY: INNOVATIONIN THE TOURISM SECTOR110TOURISMDR TALEB RIFAI,SECRETARY-GENERAL, THE UNITED NATIONS WORLD TOURISM ORGANIZATION (UNWTO)WPhoto: UN Photo/Ky Chung

G20 MEMBER COUNTRIES117Photo: UN Photo/Evan Schneider