Travel and tourism must double its efforts to become more responsible, regardless of the economic situation, Fiona Jeffery, chairman of World Travel Market has claimed. "It would be catastrophic if we do not face up to perhaps one of the greatest challenges this industry has ever known", she said.

She was talking as WTM World Responsible Tourism Day - the world's most ambitious day of global action, held in association with the UNWTO - enters its third year. She said that the day had received a good response from small specialist companies but that destinations and multi-national companies were dragging their feet. "Businesses today are under external scrutiny as never before," she added. "Shareholders, investors, employees and customers are expecting them to practice excellence across the triple bottom line of economic, social and environmental management. Our general understanding and knowledge is growing about major subjects such as global warming and climate change which could have a disastrous affect on travel and tourism. We are also more aware of humanitarian issues such as helping communities who are impacted by our activities and the importance of empowering them to gain an improved, more prosperous lifestyle. The world is expecting a great deal from us and we simply cannot fail." She said that this was why WTM Responsible Tourism Day was vital to the longer term outlook for the industry.

"We cannot kill the golden goose", she said. "We must play our part in offering a more caring, responsible business." Jeffery said that she was heartened by the increasing number of companies and destinations who are becoming interested in the movement to demonstrate change.

In 2008 there were 150 businesses participating in WTM World Responsible Tourism Day and she hopes the figure will be substantially increased this year. "We need to show consumers that we are listening to their demands", said Jeffery. "That we are pulling together as an industry, not just by talking about the issues, but taking continuous and orchestrated worldwide action to safeguard the planet while at the same time,  playing our part in helping to stamp out poverty."

"Integrating responsible practices can benefit a business in so many ways. Admired and respected companies attract investors, enjoy better customer and guest loyalty and are able to recruit and retain high calibre motivated employees."

She said that a line-up of top-level responsible tourism experts had proved to delegates at a conference at World Travel Market last year that it was possible to improve profitability and adopt responsible tourism practices. Jeffery said that she hopes even more companies and destinations will become involved in WTM World Responsible Tourism Day, which this year will be held on Wednesday 11 November. She appealed for businesses to apply to use the official WRTD logo on its sales, marketing and PR materials. "We are looking for transparent, year-round activity that will conserve what is, after all, the product that we seek to promote", she said. "Last year, though it was encouraging to also see that there was a quite involuntary movement to mark the day with special activity whether they were able to be at World Travel Market or not. There were press conferences, presentations, a community trade fair, picnics and even a charity run."

She said that the day was reflected at World Travel Market by a full programme of presentations, debates, workshops and meetings, hosted by BBC World's flagship 'Hard Talk' presenter, Stephen Sackur. "We were anxious to push the boundaries", she explained. "This is not about publicity for one company or one brand. It's about challenging preconceived ideas, questioning what we do and how we do it."