Sustainability policy 2026
Long-term sustainable place development, local food and drink, conscious consumption, responsible marketing and knowledge transfer, as well as sustainable transport are key words in my sustainability policy.
As the founder of Bianca Brandon-Cox Productions AB, I am deeply committed to sustainability issues and this commitment is reflected in my daily work. With a policy rooted in the principles of Agenda 2030, I work purposefully to integrate sustainability into all business processes and strive to spread this knowledge and inspiration to others.
Activities/training in sustainability:
In the spring of 2024, participated in GSTCs International sustainability conference in Stockholm. There I also had the opportunity to expand my expertise in sustainability. GSTCDuring my education at the University of Turku, I completed the “Sustainable Tourism” program and, after completing the exam, I received the “Professional Certificate in Sustainable Tourism” certificate. To go even deeper into the field, I also took the course. Systematic sustainability work for the destinationr with Royal Djurgården as a case study.
Personal commitment:
My ”Inner Development Goal” is to create a sustainable world for future generations, including my own daughter.
I am passionate about local food and drink, as well as the fantastic people behind it. Whenever I can, I support small-scale food artisans, beverage producers, cafes and restaurants through conscious consumption and/or highlight them in my communication channels. For me, they are cultural carriers that contribute to the preservation and development of Swedish gastronomy and meal culture.
They also represent an important part of the experience for both Swedish and international travelers.
“As many as 81% of the international travelers want to try the local cuisine during their trip.”
Source: Visit Sweden, Spaningar inför 2024
Networks that are invaluable to the business are the non-profit associations Friends of the Gastronomic Academy and the Mealtime Academy and The food mafia, focused on preserving and driving development in Swedish gastronomy and dining culture through knowledge and research. I am a proud member of both and an elected board member of the Friends of the Måltidsakademi.
I am also strongly committed to preserving and developing the Swedish cultural heritage. As a member of The Association for Swedish Handicraft I am part of the national organization (Hemslöjden) that preserves and develops the techniques, materials, and cultural heritage of the craft industry. My membership in Skärgårdsstiftelsen contributes to preserving and developing Stockholm's archipelago.
“Booking.com also shows an increased emphasis on sustainable travel – in a 2021 survey, 84% of the respondents stated that increased cultural understanding and the preservation of cultural heritage are crucial, and 76% want to ensure that the economic impact of the industry is spread equally across all levels of society.”
Source: Culture study 2023, Visit Sweden
Responsible marketing:
Through several assignments, including for Slow Food Sápmi, I have gained a deeper understanding of responsible cultural marketing in tourism related to the Sámi people. My personal goal is to always promote and disseminate correct and respectful information about the Sámi people and to verify through reliable sources that the published content is accurate. I am a proud member of Slow Food an organization that works globally for a sustainable future with a focus on local food and drink.
Digital responsibility:
As part of my sustainability work, I have implemented a strategy for the responsible management of AI and data, focusing on ”Responsible Prompting” and ”Less Data Waste”.
AI Principles/Responsible use of AI: I actively work to avoid stereotypes and misrepresentations while ensuring a respectful approach to cultural issues. My goal is to use AI in an ethical and transparent way, and I consult with experts when necessary. I choose to use AI tools with care and I carefully double-check sources.
Digital footprint: Through my AI Principles policy, I monitor and minimize my digital footprint. I optimize my website for sustainability and performance, and I ensure that data is cleaned and managed continuously.
Education and knowledge sharing:
I commit to continuously developing and educating myself and others, as well as to acting as a catalyst for positive development within the visitor industry.
As a specialist in sustainable tourism marketing, I am dedicated to educating and lecturing on sustainable business and product development. I use insights from, among other things, Visit Sweden to provide in-depth knowledge of conscious travelers as well as how operators can create attractive, sustainable overall experiences aimed specifically at the conscious target group.
I also want to increase awareness and appreciation of the work carried out by unique and small-scale actors in Sweden. Vital, I believe, for preserving and developing Sweden’s long-term attractiveness for both travelers and local residents.
As a proud and active member of the network “Sustainable tourism industry”I am happy to share my knowledge with network members and the industry as a whole, as they digital the recordings can be accessed free of charge retrospectively.
As a member of the place development group Place Branding Executives I stay up-to-date with continuous analysis of the external environment and trend monitoring from around the world related to sustainable place attraction.
And I am also a “supporter” of the network World Food Travel Association who works to raise important issues such as the preservation and development of “The Culinary Heritage” in the world.
Vision and leadership:
My driving force is the vision “2030 is Sweden’s most sustainable and attractive travel destination built on innovation“A vision that I and many others in the industry continue to strive towards. I convey the importance of this vision through my lectures, training materials, and as a business coach.
Valuable communication efforts:
During my time at Visit Sweden I mapped out ”Good sustainable examples” in the food and culture sectors. The mapping and knowledge dissemination continue today in my own work.
Through lectures, training courses, and blog posts on Tourism News on the theme of ”Good sustainable examples”I want to continue highlighting role models in the visitor industry with potential to inspire others.”.
Through Turismnytt, I also share knowledge about AI tools and trends to take advantage of to inspire companies towards sustainable development.
Focus areas:
No Hunger (2): By consciously consuming organic and locally produced food and beverages, my goal is to support small-scale food producers. Food waste is completely non-existent as all resources are utilized and all peel/food scraps are turned into biogas.
Good health and well-being (Goal 3): I help customers develop and incorporate healthy food and drink as well as other wellness factors that promote physical and mental health (inspired by the Swedish lifestyle) into their packaging/product portfolios.
“What increases well-being during a holiday trip to Sweden? Fresh air, quality time with my travel companions, local healthy food & drinks, the Swedish lifestyle and culture…”
Source: Target group analysis 2021 (part 1), Visit Sweden/Mindshare, Global travelers with an interest in Sweden 9 markets.
I give lectures about Sweden's strengths versus competitors where Sweden is primarily associated with healthy food and beverages. However, all three thematic areas of interest—nature, culture, and dining—create great value and well-being for both Swedish and international travelers.
In workshops, I usually guide companies on how to create just sustainable and cross-fertilizing holistic experiences that incorporate parameters such as strengths, the interests of the travelers, and the travelers’ desire for increased well-being during their vacation in Sweden.
Good education for all (Goal 4): Here, lifelong learning and knowledge sharing are at the center, both to equip my own company and others to remain competitive in the market.
I really am passionate about sharing knowledge, and I’m especially passionate about communicating knowledge about Agenda 2030 and sustainability communication.
Decent working conditions and economic growth (Goal 8): The company is committed to strengthening the ability of visitor-based businesses to succeed in both the Swedish and international markets, leading to an improved economy and more jobs.
By focusing on sustainable and beneficial tourism, I actively work to support local culture and create jobs, which contributes to economic growth and decent working conditions.
I lecture on and encourage social and economic sustainability (together with environmental and cultural sustainability) to create long-term competitive businesses.
Reduced inequality (Goal 10): In my pursuit of working towards an inclusive tourism industry, I want all stakeholders to be able to participate and benefit from the opportunities offered by tourism. This means that I actively promote diversity in my work, especially by highlighting ”good examples” in the field. As a tourism marketing educator, I am also committed to teaching how different pricing strategies can meet the needs of different target groups, enabling broader access to experiences and travel. By adjusting pricing, we can create more opportunities for people from all walks of life to experience and enjoy the unique aspects of our country and our culture.
I am also a proud member of the association The future of pub culture which is aimed at all those active in or related to the restaurant industry in Sweden and who work towards positive development towards a gender-equal and attractive restaurant industry.
The association emerged from the initiative in #late November 2020, when 65 women from the restaurant industry came together to change the industry.
Sustainable cities and communities (Goal 11): By helping visitor-based businesses develop and refine sustainable products and experiences for the international market and conscious travelers, the company also strengthens the companies’ ability to create products that promote local culture and create more jobs.
I encourage the actors to engage in cross-fertilizing collaborations, as I believe that this creates local spatial development that in turn creates sustainable cities and communities. During lectures, I advocate that companies within the Swedish tourism industry should see each other as partners, not competitors.
Site development and site marketing are something I personally have a strong passion for, and I have just completed further training in the subject. Berghs School of Communication 2023.
I believe in collaboration as a driving force for change. My goal is to work together with partners and clients to create innovative solutions that benefit society and the environment in the long term.
Sustainable consumption and production (Goal 12): I help clients develop and communicate offers that appeal to the conscious traveler and contribute to sustainable consumption.
In the context of teaching, I highlight important insights and trends that strengthen the interest in sustainable consumption among both consumers and travelers. I also highlight ”good examples” in the field to inspire others.
The company/myself want to promote sustainable food production by consciously consuming local, organic, biodynamic, restaurant food/drinks, and customer coffee breaks. The company sources biodynamic and organic coffee for the office (preferably Demeter).
Environmentally friendly cleaning products, soap and other basic products are also purchased for the office.
Combatting climate change (Goal 13): My company practices and advocates sustainable transport solutions (see below), recycles and consciously chooses sustainable, local products to the extent possible, and encourages others to make conscious choices that minimize environmental impact. For example, I give lectures about The ways in which global travelers demonstrate environmental awareness which shows a great interest in sustainable transport.
I choose my means of transport with great care to minimize my environmental impact. Walking, cycling and public transport are my primary choices, while taxis, trains and rental cars are used consciously, and flights are considered a last resort and in such cases with climate compensation.
Sea and marine resources (Goal 14): This goal is related to Goal 15. I am a fan of Skärgårdsstiftelsen which I support through membership.
Photographs from the exhibition EDIBLE COALS – VARIETY, DURABILITY & TASTE
Today, we consider diamonds, gold and precious stones to be among the most exclusive items. But what will be exclusive in the future, say in 20 years?
Ecosystems and biodiversity (Goal 15): I am committed to protecting and preserving natural resources and biodiversity through lectures/training related to sustainable product development and responsible marketing. I demonstrate through “good examples” how various tourism business operators are doing the practical work towards inspiring others to pursue similar business and product development.
Looking ahead:
By participating in national and international conferences, training courses, and networking events, I am constantly updated with the latest trends in sustainability. I have a competency development plan that underpins my ability to offer current and relevant services.
Measurable goals, KPIs in 2025:
Educational commitment: Number of people who participate in my sustainability-related lectures and training courses each year.
Educational and certification advancements: Maintaining a high level of knowledge through training and relevant sustainability certifications such as GSTC. A separate competence development plan has been developed.
Reduced carbon footprint: Through tools, we measure our carbon footprint with the goal of reducing it every year. I also do climate compensation through Climate Hero.
The scope of communication: Measurement of reach and engagement for guest blog posts, guest webinars, and other communication efforts related to sustainability.
Customer satisfaction: Conduct customer surveys through its own company or on behalf of clients to ensure the quality of the work performed. The input from the customer surveys also provides the opportunity for optimizing the business, which leads to a sustainable and long-term competitive company.
Contact and cooperation:
My hope is that together we can create a sustainable future for our tourism industry and the planet. Contact me I would be happy to continue discussions in this important and exciting field.
Bianca Brandon-Cox
+ 46 761 877 400
bianca@biancabrandoncox.com
NOTE: This sustainability policy is continuously being optimized.
This is the future scenario I hope for! Take a look at the Foresight work of the Growth Authority, which is updated continuously, and the page with ”Trends and factors that affect the future of tourism and the visitor industry”.