All sectors of the industry have engaged with responsible tourism. While the earliest adopters were eco-lodges or small specialist tour operators, all that changed when the mainstream realised it had to respond. Hoteliers quickly adopted energy, water and waste reduction schemes that saved money, as well as the environment.

We’ve seen initiatives around employment, including pioneers like Lemon Tree Hotels in India offering “barrier-free” employment to people with disabilities or those marginalised by society.

Tour operators like Tui, meanwhile, moved to broader strategies across their businesses and led the way on transparent reporting. One remarkable development is Tui Nederland’s bid to tackle an issue many find too hard to address with its “say a collective NO to child sex tourism in North East Brazil” campaign.

Poverty reduction in developing countries has been a growing imperative with operators, day-trip providers and accommodation owners. Through employment, tourism services or community experiences, they seek to direct money into the hands that need it most.

Wildlife conservation has also been a strong focus for responsible tourism, with the industry creating revenues for conservation, jobs for local people and a commercial rationale for protecting habitats. Wildlife conservation schemes include encouraging tourists to log species they spot, with local communities involved in conservation financially rewarded based on the species seen.

Animal welfare has been a constant concern: elephant riding and selfies with chained animals have been condemned, while public opinion has turned against captive orca and dolphin shows in favour of whale-watching in the wild. Abta has responded with animal welfare guidelines.

Looking ahead, I see major issues we must still tackle. We need to boost research and development of electric aircraft and I’d like to see some APD revenues directed towards this.

Equality for women in tourism, modern slavery and working conditions, particularly in the accommodation sector, will also be big issues.

However, even more fundamental is what The Wall Street Journal called a “global tourism backlash” as local people protest against overtourism. They feel that unregulated and unmanaged tourism growth brings more problems than benefits.

While eyes are on Venice and Barcelona, even an extra 100 tourists in small destinations can be deemed too many, and the issue is rapidly spreading. In some places, we are bumping up against limits to growth.

Thankfully, the movement for responsible tourism is accelerating, and for the first time customers are becoming interested. But there is much still to do.

Justin Francis is chief executive of Responsibletravel.com