VIRGIN GROUP'S CORPORATE RESPONSIBILITY AND SUSTAINABLE DEVELOPMENT REPORT 2010
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
VIRGIN GROUP’S CORPORATE RESPONSIBILITY AND SUSTAINABLE DEVELOPMENT REPORT 2010
VIRGIN GROUP’S
CORPORATE
RESPONSIBILITY
AND SUSTAINABLE
DEVELOPMENT
REPORTwell... it’s not really a report... it’s more of a...
way
this
think piece
or “Dicussion Document”. It’s basically...
VIRGIN’S VIEW ON A SUSTAINABLE LIFESTYLE
doing to help people get closer to that
and what we are
CONTENTS
VIRGIN GROUP’S CORPORATE RESPONSIBILITY AND
SUSTAINABLE DEVELOPMENT REPORT
page
6 A Message from Richard Branson
The view from the top
7 By Stephen Murphy (group CEO) and Peter Norris (group Chairman)
Managing corporate responsibility &
8 sustainable development across the group
An explanation of what sustainability means to the Virgin companies, how the Virgin Group
is structured and our governance process
12 What Virgin is up to around the world
14 THE VIRGIN TIMELINE
16 Flying High
Virgin Atlantic, Virgin America, Virgin Blue Group,
Air Asia X, Belgium Air
24 We’re all going on a Summer Holiday
Virgin Holidays, Virgin Limited Edition
Lifestyle 32 Getting from A to B
themes Virgin Trains, Virgin Limobikes, Virgin Racing
Virgin’s
thoughts, the 38 Staying in Touch
key issues and Virgin Media, Virgin Mobile, Virgin Digital Help
the companies’
impacts, actions 46 Watching the Pennies
and intentions Virgin Money, Virgin Green Fund
50 My Body is a Temple
Virgin Active, Virgin HealthMiles, Virgin Life Care, Virgin Spa
56 Out of this World
Virgin Galactic
Relax and have Fun
60 Virgin Media, Virgin Books, Virgin Games, Virgin Wines,
Virgin Experience Days, Virgin Balloon Flights,
Virgin Festivals, Virgin Radio International
68 The Virgin people story
Our People: The HR department’s review of Virgin’s policies, achievements and how it is striving to do more
Our Customers: Virgin’s philosophy behind being the consumer’s champion
74 Virgin Unite and the ‘big ideas’
Virgin Unite, The Elders, The Carbon War Room, Disease Control Hub, the Virgin Earth Challenge,
the next big idea and our view on forests
4
Richard Branson
A message from Richard
Someone wiser than I once said that ‘knowledge is power’ – and so in the 21st Century we have no excuse to sit
back and let our planet and its people continue to suffer. As “global citizens” of the world we are facing serious
environmental and social challenges; climate change, a lack of key resources, widespread poverty, conflicts and
enormous population growth are all threatening to destabilise our fragile status quo. Scientists have been telling
us for years that we cannot continue to live the way we do and at last some of us have started to listen, started
to act and started to turn back the tide, little by little – at last having grasped that in our small global village
what affects our neighbours, affects us all.
It would be easy to be overwhelmed by the scale of these global issues, but I am an optimist at heart and I
believe in the power of entrepreneurship and innovation. The human race has demonstrated a tremendous
capacity to change and adapt in the past and I have faith we can do it again. At Virgin we’re working together
to make a difference, by implementing small changes in the way we work, by continuously investing in green
technologies and by exploring new possibilities in science and beyond. I believe that in the future we will be
able to enjoy healthy and fulfilling lifestyles, whilst minimising the negative impact we have on the world. What
seems impossible today could be possible tomorrow.
The world has changed a great deal in the 40 years since the Virgin Group started, but I’m proud to be able to
say that we’ve moved with the times and we’re still listening. We’ve set up a foundation, Virgin Unite, to help
us listen, bring people together and tackle issues with entrepreneurial approaches. We’re also listening to the
exceptional men and women who form The Elders, to the scientists, partners and entrepreneurs who make up
the Carbon War Room - all these people are helping to educate us as to what is needed both globally and at a
grass roots level to help make a difference to lives on a daily basis.
Richard Branson
6
The view from the top
By Stephen Murphy (group CEO) and Peter Norris (group Chairman)
We have always considered ourselves to be a responsible business, and whilst we have understood the
environmental and social pressures of our world, this is the first time we have outlined our thoughts and views
on corporate responsibility and sustainable development for the whole Virgin Group.
At Virgin we have always looked for new, innovative ways to do business by offering consumers another way, a
better way, and by being willing to fight their corner. We are determined Virgin will prove that living sustainably
and responsibly need not be considered difficult or dull. Sustainable living is often portrayed as a life of
sacrifice and compromise as opposed to the choice and freedom we currently enjoy. Unsurprisingly people
aren’t motivated by this vision. We want our Virgin companies to provide responsibly produced, sustainable,
low carbon services and products that are desirable, easy to use and good value above all else so that our
customers can enjoy their lifestyles safe in the knowledge that Virgin is acting responsibly on their behalf.
We designed this report (although we feel like it’s more of a story to which we haven’t yet written an ending…)
to highlight the enormous range of sustainability issues the Virgin companies face, operating in so many
different sectors. Virgin’s products and services span many aspects of life, from mobile phones and financial
products to holidays and health clubs. Our challenges and opportunities are consequently just as diverse, but
we recognise this gives us the potential to contribute in a meaningful way to a vision of a sustainable lifestyle.
We want to use the report to explain how our companies are doing this - addressing their impacts and realising
the opportunities – and also to share our vision on responsibility and sustainability along with our plans for the
future.
As a member of the Virgin Group, each business is responsible for making its contribution to our vision of
sustainability. For some, such as the airlines, the task is far harder and so we recognise that each business will
progress at its own pace. However, we expect each Virgin company to fully understand its environmental and
social impacts, have the ambition to lessen these impacts and work to exert its influence to lessen the impacts
of its sector.
We are proud of what our companies have achieved so far and some initiatives in particular have really set
the bar high for sustainable practices within the group. However, we’re also committed to pushing them to go
further and be more ambitious with their goals. ‘Business as usual’ is no longer an option - the world simply
doesn’t have enough natural resources to maintain current trends of consumption, and the consequences of
climate change and environmental degradation are severe. The global issues we face today are enormous
and to solve them we all need to work together towards living more sustainably. To support this, we’ve also
established a non-profit foundation, Virgin Unite, that works with our businesses, Richard and global partners to
drive change and to encourage entrepreneurial approaches to some of the tough challenges the world is facing
today.
As a society we need to be prepared for change. Businesses, governments and individuals need to speak
the same language and act together to make the right decisions to shape our lives for the future. No single
company can solve these problems but if we have the courage to unite, we can find the creative, pragmatic and
bold solutions required to meet these challenges head on.
Stephen Murphy Peter Norris
7
This definition of sustainable
development comes from Gro
Harlem Brundtland, Prime Minister
of Norway and author of Our allenges
Group’s ch
Common Future (1987). The Virgin an d varied:
id e
are very w
Atlantic
The Virgin
team is
sustainability s
to reduce it
working hard
issi s,
on
company’ s carbon em
nt
is less releva
a goal which
Games, which
for Virgin nt,
rbon footpri
has a tiny ca to
d worki ng
but is instea .
bl ing addiction
prevent gam
8
Managing corporate responsibility & sustainable
development across the group
So what does this mean for the Virgin also has a role to play in encouraging responsible drinking,
companies? and Virgin Money’s predominant social issue is advocating
responsible lending.
We have interpreted this definition of sustainable
development into four main challenges which we believe Because of this wide variation in the challenges our
businesses need to meet in the 21st century: different companies face, we decided that highly focused
group-wide targets and KPIs would be inappropriate and
• emit minimal carbon and other greenhouse gases fail to tackle the sector specific impacts sufficiently .
• learn to use the planet’s finite resources responsibly Instead we developed the Product Story approach
(explained in more detail on the next page) and asked
• strive towards poverty alleviation and the fair treatment each company to review its own individual sustainable
of all individuals development story, enabling them to examine on a
• offer products and services that enhance emotional and case-by-case basis how they are meeting the four
physical wellbeing. challenges outlined above and where they need to make
improvements.
We believe that we have a part to play in making this
a reality and so our vision for sustainability within the Whilst we have already come a long way, the road
Virgin Group is to: “make a credible contribution towards stretches indefinitely in front of us. Sustainable living is not
sustainable lifestyles whilst meeting or exceeding the the latest vogue or a fad that will die out. We are making a
expectations of our staff, customers and stakeholders”. long-term commitment; we aspire to become greener and
more responsible every year. Although Virgin is big, we can
Our path towards sustainability is based on development achieve relatively little in the grand scheme of things just
by means of enlightened capitalism. We have to change by reducing our own impacts. However, by continuously
the way we run our businesses by; channelling the trying to lead the debate, raising the bar, challenging
entrepreneurial spirit of our people, pioneering new our competitors and lobbying governments, we can
technologies, funding Research and Development (R&D) make sustainable businesses a reality as well as being
and thereby reducing the resources we use. Then we have economically beneficial.
to encourage our competitors to do the same. So it’s not
only about profits – it’s about adapting and developing Since Virgin companies span so many sectors, it wouldn’t
the products we sell and services we provide, to ensure we be relevant for us to outline just one set of targets and one
look after people and the planet, now and in the future. area of focus. Instead we decided the best approach was
to explain what issues face the sectors that our companies
Some of our companies have relatively small environmental operate in and explain what the Virgin companies are
footprints, but more significant social impacts which doing both to maximise their positive impacts and
need to be addressed. For example; Virgin Games’ main minimise their negative impacts. You can read all of these
responsibility is helping to prevent gambling addiction, in the later chapters.
Virgin Wines ensures its wine producers get a fair price and
n
d for 40 years. They aren’ t just an image but a reflectio
d unch ange
value for money, quality,
es have rem aine
The Virgin brand valu
the way we do busi ness . Virgin has always stood for
of our very essence and gone three
a sen se of com pet itiv e cha llenge. But now our brand values have
innovation, fun and brand cube to which we have
added the
a list of brand values but a
dimensional; we no longer have
Wellbeing & Happiness of People and
This report
Sustainability of the Planet.
evolution to our brand and The Brand Cube
represents that fundamental
what we at Virgin stand for.
very of a high quality
We pride ourselves on the deli Value for money
the empowerment of our
products and services through Good quality
of customer feedback to
employees and innovative use Brilliant customer service
s experience but can
’
continually improve the customer Innovative
idering the impact our
no longer do this without cons Completely challenging
on people’s wellbeing and
products and services have Fun
are intr insically linked.
the planet’s sustainability; they
Wellbeing & happiness of people
All stakeholders
Virgin companies em staff, customers, suppliers, society
ploy over 43,000 peo
20 countries worldw ple in over
ide. Plus we have a
10,000 staff emplo further
yed by partner org Sustainability of the planet
deliver a service on anisations who
Virgin’ s behalf to our cus Finite resources
To learn more about tomers.
our People see page Low carbon
68.
9So how does it all fit together? style of management, although they all make their
own operational decisions. We give birth to new Virgin
In essence, Virgin is an international investment group companies, help them develop and set best practice
with more than 200 companies worldwide. We hold guidelines for crucial elements such as customer service
different levels of ownership of the companies: some are standards, brand management and more recently our
fully owned by Virgin, we share ownership of others and vision for Corporate Responsibility and Sustainable
in some cases the Virgin trademark is carried on ventures Development1 (CR/SD). Then we keep an eye on them
which are no longer owned by Virgin at all. Complicated? as they grow and become fully-fledged members of the
Well, not really…. Virgin family.
Although managing the Virgin Group is pretty much a full We may be made up of many companies but we are a
time job, we have developed a canny way of doing it that single brand and so it is vital that we remain consistent
keeps things fresh and lively whatever a company does and in order to be credible. Although Virgin’s management,
wherever it’s based. At the centre is Virgin Management our various Virgin businesses, Richard himself, Unite (our
which oversees all Virgin companies, providing advisory charitable foundation) all exist as separate and distinct
services and managerial support. Our people in London, entities, combined we can exert a powerful force in the
New York and Sydney offer regional support and between areas in which we work. Virgin is a lifestyle brand and
us and the sector teams we manage Richard’s interests we now recognise that our responsibility as a consumer
across the whole of the Virgin Group. champion extends to improving our products and services
As the Virgin businesses are all so diverse and so that it is easier for our customers to live a sustainable
independent, we practise a collaborative and supportive and low carbon life.
TARGET: We will update every
company’s product story by the
end of 2010. The second step:
Dashboard
The detailed Product Story is then
simplified into a succinct Dashboard
The first step: Product Story process
which highlights the main risks and
Each Virgin business has its own opportunities, progress made and
Product Story,
a document that outlines all the next steps. A traffic light system
corporate
responsibility and sustainable measures the level of risk and
development
(CR/SD) issues that a particula opportunity of any given issue and
r company faces, put
together by quizzing our busi a star system indicates the CR/SD
nesses in depth about
all the products and services team’s assessment of how well the
they offer.
The Product Story covers all aspe company is addressing the issue.
cts of corporate
responsibility and sustainable The Dashboard is checked and
development and
so includes what the business updated at least twice a year or
is doing well at and
striving to improve, as well as more frequently if a company has
the areas which need
significant work. a red traffic light against a headline
Researching and writing the Prod issue. It is completed by Virgin
uct Stories hasn’t
given us all the solutions, but Management’s CR/SD team in
by underscoring
both the good and the bad bits, collaboration with the company and
we can now say,
hand on heart, that we know is then passed onto the company’s
the whole truth (and
nothing but the truth) and so MD/CEO and Managing Partner at
are better positioned
to improve our companies’ impa Virgin’s management.
cts and help our
consumers to live more sustaina
ble lifestyles –
which, is ultimately the aim of
this process.
10New Economics Foundation – Happy Planet Index 2.0.
http://www.happyplanetindex.org/learn/why-we-need-hpi.html
How does this actually work within the what their contribution should be within their sectors and
Virgin Group? in comparison to their peers. We want Virgin companies
to share their thinking and aim for a common goal so that
At Virgin Management, it’s the role of the CR/SD team we can achieve more, both by supporting one another
to have an overview of the main trends, risks and and also by pushing each sector in a more sustainable
opportunities of global issues, so that we’re well informed direction. Rather than taking a top down governance
and understand how they will affect Virgin businesses (and approach towards corporate responsibility and sustainable
of course how we affect them). Armed with this knowledge development, we prefer to explain, guide and encourage
we act as a sounding board for all the businesses. We are the Virgin companies. In this way, we will ensure they
also improving our investment and brand criteria so that understand that embracing sustainability as a core value
any new company that joins the Virgin Group will be asked means acting now on relevant issues which will ultimately
to adhere to our corporate responsibility and sustainable be beneficial for their bottom line. We must change the
development approach. mindset that running a business in a responsible and
The aim is to agree a consensus with all our companies on sustainable way means sacrificing growth and profits.
1. You can find a definition of SD on page 8
The S
“
If you were talking to your mates over a beer about your Product D Coun
chaire cil is
Story, would you be proud, or would you be ashamed?” d by V
Group irgin
’s CEO
Steph ,
en Mu
and co rphy
nsists
senior of
manag
Virgin ement,
The third step: Risk and Opportunity Register Unite
and
which is discussed the CR
Key headline risks and opportunities are added to a register, /SD te
this meeting appropriate am.
at a quarterly SD Council meeting and following
actions are taken .
companies fulfil their
These governance steps have been designed to help all our
onerous . They focus on the benefits
responsibilities without making the task too
ibility and sustaina ble develop ment to the business , for
of corporate respons
and cost
example by creating a competitive advantage, ensuring resource
efficiency, as well as by managing risk.
new risks are
We need to keep listening to our companies to make sure
as possible. We at
identified and solutions found and disseminated as quickly
in robust science and sharing our methods of
Virgin believe in putting our trust
. We are constan tly learning and we will commun icate our progress
best practice
to you as we go.
TARGET: We will review and
update the risk
and opportunity register eve
ry six months.
115 Virgin festiVals
with a car-share programme to encourage
What Virgin is up to festival-goers to car pool
around the World…
30,000
hours 2,000
of volunteer time
generated at Virgin people
partying to a lady gaga
oVer Mobile Festival us
2009 (freefest) concert in toronto in aid of
200 billion Virgin Mobile Canada’s
re*generation campaign
steps
taken by Virgin HealthMiles
members (since 2006) 20,000
Virgin mobile limited
edition re*generation
samsung phones
sold to help combat youth
homelessness
110,000
mobile phones
reused through Virgin Mobile US’
pass it on programme in six months
65 house
visited each day thanks t
on motorbikes provided b
businesses and set up b
500 plane
tickets oVer
donated to not-for-profit
organisations every year by
£250,000
donated by Virgin
Virgin America
Holidays and its
customers to the travel
foundation and other
charities worldwide in
2009
2 spaceships
being built by Virgin Galactic in a
spaceport powered by renewable
sources
300 people 30
signed up to go on Virgin
Galactic flights 200 groWers
that Virgin Wines buys from in
preViousl
south america disadVan
Women
working as therap
Virgin Spa
160
sustainability oVer
audits 1,200
completed worldwide at Virgin
Holidays’ partner hotels ideas
sent in to the
Virgin Earth
Challenge5,278,389 £2.6 52%
tonnes of million aVerage Waste
co2e worth of time, funds and
gifts-in-kind donated by
reduction
Virgin Atlantic’s carbon in Virgin Atlantic’s ground
footprint in 2008 Virgin Atlantic passengers operation main sites
and staff over 2008/2009 (between 2008 and 2009)
2,000
people
partying to a lady gaga
concert in toronto in aid of 100,000 kWht
generated by the solar panels on
Virgin Mobile Canada’s
re*generation campaign Virgin Active health clubs in Venice
(from april 2008 - october 2009)
20,000 66 solar 80,000 kWht
panels
Virgin mobile limited generated by the solar panels on
edition re*generation Virgin Active health clubs in brescia
samsung phones at kasbah tamadot, a freccia rossa (from may 2008 -
sold to help combat youth Virgin Limited Edition september 2009)
homelessness property
21 million
people
globally listen to Virgin
Radio international’s fm
radio programming
65 households
visited each day thanks to health workers 175 people
on motorbikes provided by staff at Virgin work for businesses run
businesses and set up by Virgin Unite by young entrepreneurs
supported by the branson
school of entrepreneurship,
set up by Virgin Unite
110
patients
seen every day at the
bhubezi community
healthcare centre set
up by Virgin Unite and
partners and supported
by Virgin Limited Edition
6 caribbean 72
sri lankan
nationals
have gained or are studying for
beach sellers
university degrees in tourism
management thanks to Virgin
332 retrained as tourist
guides through Virgin
Holidays’ support of the
Holidays scholarships healthZones, travel foundation
clinics and
biokineticists
in the Virgin Life Care network
30
preViously 3,000
disadVantaged people
Women benefiting from the
three boreholes
working as therapists at installed by
Virgin Spa
361 kW
of solar panels on Virgin
ulusaba, a Virgin
Limited Edition
property
Active south africa health
clubs
515 12 grey
90 energy pieces Water
oVer
of gym recycling
& Water meters
1,200 in Virgin Active health clubs equipment systems
ideas
sent in to the
donated to charities by
Virgin Active in 2009
in Virgin Active
health clubs
Virgin Earth
Challenge10 companies 1 cup
working in renewable energy and recycling
resource efficiency invested in by
Virgin Green Fund scheme
at a V Festival 11,000 homes
powered by the energy saved
through Virgin Trains’ regenerative
brakes each year
400,000
discounted tickets
sold each month by Virgin Trains
35,000 30 people
runners
in the london marathon
enjoying a relaxing spa
treatment everyday with
sponsored by Virgin
Money UK
Virgin Experience Days
72
energy
meters
in Virgin Active
health clubs
60 marriage
proposals
on Virgin Balloon Flights in 2009
500 jackets
and bags remade from retired
Virgin hot air balloons by Worn
again in 2009
244,681
Virgin books
printed on fsc paper
11 ducks &
4 flamingos
at the roof gardens, a Virgin
Limited Edition property
400
children 6,000 mobile
provided with free home phones
access to the internet
by Virgin Media in 200 traded in by Virgin Media
customers in 2009
partnership with the
e-learning foundation elderly
(summer 2008 -
summer 2010) people
in 17 sheltered housing
schemes provided with free
13,000 bottles
internet access by Virgin
Media (2008 - 2011)
of organic wine sold by Virgin Wines
1.6 million every year
set top boxes 25,000 bottles
and modems of fairtrade wine sold by Virgin Wines
re-used and recycled by every year
Virgin Media in 2008
25,000 45,000
people people
signed up to
a year zipping past Virgin Games to
4 biodiesel traffic on Virgin play safely online
1offsetmillion
Limobikes
Virgin Blue flights
generators
used on the stages at the four
V Festivals in australiaVirgin
TiMELinE… We’ve done a lot
the back of 3 pages
1970 1971 197
1968
First Virgin
First issue The first Virgin Record Shop opens in Recording
Start of Virgin
of Student Oxford Street, London opens at “
Mail Order
Magazine Manor” ne
operation
Oxford, En
1991 1992 Virgin Radio hits
the airwaves on
AM across the UK
1993 Virgin Dir
Personal
Financial
Service o
Virgin Publishing
(Virgin Books) is for busine
formed Virgin Cin
and Virgi
Virgin Limobike
Records is launches
sold to Thorn UK. Virgin
EMi launches
in London
2003 Virgin Galactic, Virgin 2005
2002 Virgin Radio
goes live in 2004 Games, and Virgin
Spa launch. Virgin
Thailand,
Unite, the non-profit
Virgin Credit
foundation of the Virgin Virgin M
Card launches
group is established. launches
in Australia
Virgin Active launches Canada.
its first clubs in italy Active ex
into Spai
and Port
Virgin Bl
joins with
governm
Samoa t
Virgin Mobile arrives in the US, ‘Polynes
Virgin Megastore launches in
Australiat. In fact, we couldn’t possibly fit ev
s - but here are some of our b
72 1973 1984
Launch of Virgin
Record Label
and Virgin Music
1977 Virgin Records
signs the Sex
Publishing Pistols
n
g Studio
“The
ear
ngland
1
rect Virgin Trains and
V Festival UK start
1996 1997 Virgin Trains Virgin Active
l
opens 1995 up. Virgin Express
airline takes off. V2
wins the
15 year
franchise.
launches its
health and lifestyle
centres. Virgin
ess. Music is created
Virgin Radio Mobile launches
nemas and signs The
in the UK Virgin’s first
in Stereophonics
is acquired consumer tele-
es
by ginger communications
s in the
Productions venture. Ulusaba
n Radio
s on FM is acquired by
n Virgin Hotels
2007 2008
5 2006 Virgin Media arrives
as the UK’s first
company to offer TV,
broadband, phone
Mobile and mobile. Virgin
s in America takes to
Virgin Green Fund and Virgin the US domestic
. Virgin We set up Virgin
Life Care are launched. Virgin skies. Virgin Radio
xpands Mobile india.
Festival launches in Canada and italy launches. Al
in Virgin Radio in
the US, Virgin Money launches gore joins richard to
tugal. the UK becomes
in South Africa and Virgin Mobile announce the Virgin
lue Absolute. Virgin
launches in France and South Earth Challenge.
h the Radio launches in
Africa. in the UK Virgin Mobile Virgin Money
ment of France, Toronto,
merges with nTL/Telewest. Virgin launches in the US
to launch Turkey and Dubai.
HealthMiles launches nationally
sian Blue’ TV station Virgin
across the US
17 launches in
Francely fit everything we’ve done on to
f our best bits…
ds 1984 1987 1988
Virgin Atlantic
Airways and
Virgin Cargo Virgin Hotels launches
are born and Virgin Records (Virgin Limited Edition)
a year later America is
Virgin Holidays founded and
is formed Virgin Airship
& Balloon
Company
(Virgin Balloon
Flights) is
formed
2001
1999 2000
Trains Virgin Active
he launches its Virgin Experience Days
r health and lifestyle Virgin Wines; launches. Virgin Active
ise. centres. Virgin Virgin Mobile launches in South Africa.
Radio Mobile launches Australia and Virgin Megastore welcomes
UK Virgin’s first Virgin Blue all its first Middle East customers
uired consumer tele- launch
ger communications
ctions venture. Ulusaba
is acquired by
Virgin Hotels
2008 2009 2010
We partner with Brawn gP for the Formula 1 season and Jenson Button
takes the winner’s podium in his first race. We sell our stakes in Virgin (so far) Virgin Money
Mobile Canada and Virgin Mobile US but both will continue to carry the acquires Church House
Virgin brand. Virgin becomes official sponsor of the London Marathon Trust, our first steps into
and launches Virgin Money Giving. We launch Virgin Digital Help in the banking, Virgin buys
We set up Virgin
UK. Virgin Mobile France buys Tele2, its mobile telecom rival. Launch of into Assura Medical,
Mobile india.
V Australia with flights between Australia and the US. our first entry into the
Virgin Radio in
Virgin Radio launches in Jordan, Montreal, Ottawa UK healthcare market.
the UK becomes
and Vancouver. in December we launch our We look forward to the
Absolute. Virgin
Formula One team Virgin Racing first Virgin sponsored
Radio launches in
France, Toronto, London Marathon –
Turkey and Dubai. so get your running
TV station Virgin shoes ready…
17 launches in
FranceFlying
High “We all know that
aviation has some serious
environmental impacts -
Virgin Atlantic particularly on our climate.
Virgin America Although there’s no prospect
Virgin Blue of a 100% sustainable
aeroplane taxiing down the
Brussels Airlines runway any time soon, that’s
Air Asia X not a call for complacency.
There’s huge potential to
take action now to at least
reduce aviation’s impact
and increase the chance
that, one day, it might
approach sustainability. I’m
encouraged that Virgin is
both being frank about the
problems - and engaged
with the solutions.”
Martin Wright
Editor in Chief at Green Futures
16Modern aviation has changed the way we live, recognises its environmental impacts and is Aviation’s global
making the world a much smaller place. We working to minimise them while maintaining and economic impact* is
now have a greater understanding of other enhancing the benefits it can bring to economies estimated to be 7.5% of
civilisations and in many cases our cultures have and societies3. The industry’s first step towards world GDP.
started to merge. Air travel is much faster and a carbon-free future is to work towards carbon *direct, indirect, induced and
catalytic
more reliable than other modes of transport over neutral growth – meaning that any growth above
Source: Air Transport Action
large distances1. Travelling is now a reality and the baseline will be matched by equivalent Group. Air transport drives eco-
nomic and social progress. The
an achievable goal for many people who could reductions in other sectors. economic and social benefits
never have afforded it before. We are proud to of air transport 2008. (http://
Aviation represents by far the biggest www.atag.org/files/ATAG%20
have been in aviation for 26 years and believe in brochure-124015A.pdf)
environmental impact of all the Virgin businesses.
a sustainable future for the industry.
Climate change is therefore top of the agenda
We believe in the positive contribution global for both the Virgin Group and Virgin branded
travel makes to the world. Flying is crucial to the airlines and we are committed to preventing
As the Virgin Group
global economy and central to many people’s runaway climate change . We won’t hide from
owns a stake in many
lifestyles – it links families, communities and the difficult arguments surrounding aviation and
airlines around the
businesses resulting in vibrant and successful the environment, in fact, we want to be right at
world, it is now possible
cultures and economies . their heart, pushing our industry, our suppliers,
to circumnavigate the
and our regulators to be bolder and to help
Aviation also has negative impacts. It produces world on a Virgin plane.
make flying a more sustainable way to travel. Air
a significant contribution to man-made carbon We own stakes in eight
travel is not about to disappear, particularly in
dioxide (CO2) emissions . It is central to the airlines, Virgin Atlantic,
the developing world. Airlines, such as Air Asia X
climate change debate as it is one of the fastest Virgin America, Brussels
(part owned by Virgin) are growing rapidly and
growing contributors of greenhouse gases Airlines, Air Asia X and
giving more and more people and businesses
(GHGs) and is forecasted to continue growing the Virgin Blue Airlines
access to an increasing number of destinations
for the next thirty years2 . The aviation industry Group (Virgin Blue, V
and markets.
Australia, Pacific Blue
and Polynesian Blue) as
well as being involved
with private planes.
Global CO2 emissions from
aviation are equivalent to about
1.9 - 2.4%
of total global CO2 emissions
Source: Committee on Climate Change. International Aviation 1. Oxford Exonomics. Avia-
tion: The Real World Wide
Web (http://www.oef.com/
OE_Cons_Aviation.asp)
2. Friends of the Earth (May
2005) Briefing: Aviation
and the economy (http://
www.foe.co.uk/resource/
briefings/aviation_and_the_
economy.pdf)
3. Air Transport Action Group.
Air transport drives eco-
nomic and social progress.
The amount of CO2 emissions from The economic and social
benefits of air transport
aviation is expected to grow by 2008. (http://www.atag.org/
files/ATAG%20brochure-
124015A.pdf)
around 3-4% per year. 4. “Virgin Airlines” refers to
Source: International Civil Aviation Organisation, Environnent Section. all airlines owned by Virgin
http://www.icao.int/icao/en/env/aee.htm or branded with the Virgin
CO2
name.
17Aviation accounts for 7
out of the 8 million tonnes
of CO2 emissions emitted
annually by the Virgin Group.
We at Virgin believe that the Virgin airlines4 can Industry Taskforce on Peak Oil & Energy The UK Industry
have a positive influence on this movement. Security Taskforce on Peak Oil
Although we represent a small part of the and Energy Security
• Virgin Blue was the first airline to offer an
aviation industry we have a high profile and (ITPOES) is a group
airline run offset programme
a loud voice, which we are using to push the of British companies
debate forwards. That is why: • Virgin America was the first commercial concerned that threats
passenger airline to join the US Environmental to energy security
• we were the first carriers to call for global
Protection Agency’s Climate Leaders are not receiving the
legislation on airline CO2 emissions
programme, and the first US airline attention they merit.
• Virgin Atlantic was the first to fly on renewable to document its carbon footprint via It has produced two
fuels internationally-accepted standards on The reports that can be read
Climate Registry at: peakoiltaskforce.net
• Virgin Atlantic was a founding member of
the Aviation Global Deal Group5 and the • we have produced a paper “Aviation in a Low
5 Aviation Global Deal Group
Sustainable Aviation Fuel Users Group6 Carbon World” which outlines our thoughts on (www.agdgroup.org)
6 Sustainable Aviation
the subject. To read the report visit Fuel Users Group
• the Virgin Group participates in the UK
http://www.virgin.com/people-and-planet. (www.safug.org)
Virgin Blue’s carbon offset launch
2007. The milestone of one
million guest seats
Holding the globe is (from left
offset was reached in
to right) Malcolm Turnbull (the
July 2009.
Australian Environment Minister
in 2007) and Brett Godfrey (CEO
Virgin Blue)
Virgin Blue passenger who offset the
millionth seat receiving a memento
from Professor Tim Flannery.
18Virgin America’s fleet
Here is what our companies are doing to has a lower carbon
footprint than other US
make flying high more sustainable: airlines due to its upfront
investment in new
aeroplanes and its fuel-
saving practices.
Emissions The Virgin airlines believe that a successful
Gold Standard
global climate change framework for the industry
Carbon Dioxide emissions from aviation should be based on the following key principles: offsetting makes sure
represent over 90% of the Virgin Group’s entire that the money goes
carbon footprint making it our top priority. • first and foremost, any system needs to be
directly to a project
The Virgin branded airlines are committed to environmentally effective. It must impose a
which has immediate
reducing emissions per passenger through a robust cap on overall emissions and truly allow
positive impacts, both in
number of efficiency measures including the aviation to play its part in meeting global
the local communities
adoption of new technologies and by investing in greenhouse gas reduction targets
and the environment.
new ultra-efficient aircraft.
• it must be mandatory, applying fairly to
gnikraP
ippots oN gnirud gnippots Airlines
oN have
ot detctwo of CO2 emissions:
irtser sources all airlines based on their emissions and
semit detacidni doirep sredloh timrep
establishing a sectoral approach that sets out The members of the
f tpecxe sesub rof tpecxthose
e from the tailpipe of the aeroplane7 and
selcihev oN AGD are:
secen sa those from the ground facilities.
mumixam rAs evo the tailpipe specific targets for aviation whilst allowing
ro nwod
thgiew ssorg
• Air France-KLM
essap emissions account for around 99% of the total, airlines to access cost effective emissions
nwohs • British Airways
that is where the airlines’ main
)sennofocus
t ni( lies: reductions from other sectors through the • Cathay Pacific
carbon markets • Finnair
gnippots oN gnitiawhas
• Virgin Blue oN already achieved a 10%
)yawraelC(
• it needs to minimise the risk of competitive
• Qatar Airways
decrease in emissions per passenger on board8
• Virgin Atlantic
due to investment in new aircraft9 distortion
• Virgin Blue Airlines
evig yltsom redrob der on tub selcric eulb htiw sngiS
• Virgin Atlantic has • it needs to avoid unintended negative Group
.noitset
curtasntarget ofp reducing the
i evitiso
carbon emitted per passenger kilometre by consequences such as carbon leakage13, whilst • BAA
upholding the central pillar of the UNFCCC14, • LOT Polish Airlines
30% between 2007 and 2020
• The Climate Group
of “common but differentiated responsibility”
• Virgin America operates a fleet that is up to - where developed countries bear a greater
25% more fuel efficient than other fleets in the burden of responsibility for emissions
lciheV tfel peeK tfel nruT daeha tfel nruT ylno daehA
ssap lobmys fi thgir( lobmyUSs fi thgi.r( lobmys fi thgir(
The AGD proposal
t edis )desrever )desrever )desrever
reductions as they have benefited from carbon suggests a carbon
em
issions
as
reduction Our major airlines also offer Gold Standard for intensive industries for much longer than cap and trade system
itsed
their carbon offsetting: developing economies. that would include all
airlines. A CO2 cap
• Virgin Atlantic = My Climate10 Virgin Blue and Virgin Atlantic are members
or target would be
of the Aviation Global Deal Group (AGD established, creating
• Virgin Blue = Australian Government’s Group), a group that came together to think a number of carbon
detaGreenhouse eb Friendly™ Program 11
fo dnE deeps muminiM gergeS ot etuoR tuobadnuor-iniM about practical solutions for how aviation
ps elcyc ladep ladep yb desu tuobadnuor( allowances for aviation.
nairtsedep dna
• eVirgin ylno selcyc evig - noitalucric12
America = Carbonfund.org . emissions could be included in such a A proportion of those
tuor selcihev ot yaw
eht morf framework . The AGD Group’s policy allowances would be
Although all the Virgin airlines
)thgir etaare
idemmworking
hard
i mechanism, which we have proposed as one auctioned to airlines,
to reduce the emissions per passenger, total of the ways in which aviation can be brought with the revenues being
emissions will continue to grow in the short to into a global framework, recommends that this hypothecated for climate
medium term in line with business growth. Virgin common but differentiated responsibility is
change related projects
Atlantic predicts that its emissions will peak in the developing world.
achieved by distributing revenues generated by a
within the next decade owing to efficiency gains You can get more
fart yaw-enO nairtsedeP sector-wide cap and trade scheme . We believe
apmoc :eton( gnissorc information on the AGD
outstripping the airline’s growth. a proportion of aviation’s carbon allowances
ehA‘ ralucric revo tniop ylno smarT dna sesuB website:
)ngis ’ylno yawmart should be auctioned, with the proceeds going to
ylno selcyc www.agdgroup.org
climate change related projects in the developing
world.
Global Policy The Virgin airlines support the principle of 7 This included the APU
emissions (APU = Auxiliary
We believe it is critical for governments to carbon cap and trade as the most effective way Power Unit generates
al elcyc ladep wolf-htiW enal sub wolf-artnoC dna sub wolf-htiW of maintaining a robust cap on CO2 emissions electricity when the plane is
agree a global framework for CO2 emissions
enal elcyc on the ground).
reductions from aviation; a framework that is whilst also allowing the market to decide the 8 Measured in revenue
passenger / kilometre (an
both environmentally effective and economically most effective way to achieve the necessary industry measure related to
emissions reductions. the number of passengers
efficient . carried divided by the total
number of kilometres flown)
Emissions from international aviation are not However, there is a concern that domestic or 9 Since commencing
operations in 2000
currently included in the Kyoto Protocol but the regional schemes cannot be truly effective for an
10. My Climate
Virgin airlines, along with their industry peers, international industry such as aviation. It would (www.myclimate.org)
11. Australian Government’s
have united behind the principle of a global make sense to develop a global scheme for the Greenhouse Friendly™ Pro-
framework specifically for the sector. sector, thus minimising competitive inequalities gram (www.climatechange.
gov.au/greenhousefriendly/)
between different carriers and imposing a 12. Carbonfund.org (www.
carbonfund.org)
much more meaningful absolute cap on carbon 13. For a definition of carbon
emissions worldwide. leakage go to page 21.
14. United Nations Framework
Convention on Climate
Change
19Peak Oil is the point
at which the depletion
of existing reserves can
no longer be replaced
by additions of new flow
capacity - in other words
it is the point at which
the world peaks in oil
production. Up until
now we have always
had more oil to use
than there was in the
previous year. However
as oil is a finite resource
this cannot continue
indefinitely. Once oil
production peaks the
world will have to start
to use less oil each year
due to dwindling supply
which will lead to an
Virgin Atlantic biofuel increase in the price
demonstration flight of oil.
Source: The UK Industry
Taskforce on Peak Oil & Energy
Security. The Oil Crunch: Secur-
ing the UK’s energy future. (This
report was part funded by the
Virgin Group).
This innovative
Fuels overcome, biofuels are not yet being produced study brings together
on a viable scale, although this emerging sector airlines, defence and
The era of ‘cheap oil’ is coming to a close and is growing fast. research organisations,
peak oil is fast approaching as extraction and
governments and fuel
refining become increasingly difficult and more Second and third generation biofuels do not use
providers to identify
environmentally damaging and energy intensive. food products as their feedstocks. These biofuels
opportunities and
Oil is a finite resource and technological would be made from waste biomass or plants
barriers to achieving
advancements can only go so far. We need such as algae and salt water tolerant halophytes
a predetermined
to look for alternative aviation fuels, not only and could be commercially viable in sufficient
sustainable fuel mix by
because of the urgency arising from climate quantities for the aviation industry to use within
2025. (An Australasian
change, but simply because we are running the next five years. Virgin Atlantic anticipates
Region SAFUG Initiative).
out . Along with other stakeholders, the Virgin that up to 5% of its fuel will come from
airlines are championing the development of sustainable biofuels by 2015 and Virgin Atlantic
fuels based on second generation biofuels that along with Virgin Blue and Virgin America aspire
are harvested from sustainable sources in order to a 10% biofuels mix by 2020.
to reduce the sector’s dependence on declining
What Virgin is doing with regards to biofuels:
oil supplies and reduce its carbon footprint.
• Virgin Atlantic was the first commercial airline
However, the sustainability debate surrounding
to use biofuel in a demonstration flight
biofuels is extremely complex and biofuel
production has been associated with a swathe • the Virgin Group, through the Virgin Green
of unintended consequences including; the Fund, is investing in research and development
link between biofuel production and increases of emerging fuels (for more information on the
in food prices, the loss of natural habitats and Virgin Green Fund go to page 49)
the fact that many are so fossil fuel intensive in
• Virgin supports the Roundtable on Sustainable
their production, that they may have no carbon
Biofuels
benefit at all! Although many biofuels have been
made unsustainably and inefficiently in the past, • Virgin Atlantic was a founder member of
we believe they have the potential to become the Sustainable Aviation Fuel Users Group15
sustainable and efficient in the future. (SAFUG)
Any large scale move towards biofuels would • Virgin Blue under the SAFUG banner, is
occur incrementally over time. Blends of biofuel working with other regional members
and conventional kerosene would be introduced, to commission a roadmap for the
and then over time the proportion of biofuel will commercialisation of sustainable aviation fuels
be increased. However, even with low percentage in Australia and New Zealand .
blends, the sheer quantities of biomass required 15. http://www.boeing.com/
commercial/environment/
to produce sufficient fuel for aviation would pdf/sustainable_aviation_
be colossal. Even with the sustainability issues fuel_users_group.pdf
20What is
Carbon
Leakage?
What is Emissions Trading? Carbon Leakage is where
an increase in emissions
occurs outside a region due
Emission Trading Scheme (ETS) means that a robust cap is imposed on
to a policy to cap emissions
in that region. With the
carbon dioxide emissions from different polluting industries. Carbon inclusion of aviation within
allowances are issued to participating companies up to the level of
the European Union Emission
Trading Scheme (EU-ETS)
the cap. At the end of the year each company has to have sufficient there is a risk that carriers
will move activities outside
allowances to cover each tonne of CO2 they’ve emitted during the year. the EU to avoid the EU-ETS
Because the ETS is designed to encourage lower carbon behaviour by costs or that increased costs
will lead to loss of market
companies, airlines won’t be given sufficient allowances to cover their share with demand shifting
activities and will have to purchase these from other industries who have
to non EU-ETS affected
carriers. This would result
been able to reduce their emissions more quickly. The European Union in no overall reduction in
Emission Trading Scheme is going to include aviation and will come into
global carbon emissions as
the emissions would simply
effect in 2012. be shifted to other markets
and regions. This is one of
the reasons why we support
a global sectoral approach
for aviation and believe a
worldwide solution is needed
for what is a worldwide
problem.
The Sustainable Aviation Fuel Users
Group is an initiative to promote
sustainable, second-generation biofuels
for the aviation industry.
Virgin Atlantic made a declaration, along with
other airlines, of its commitment to advance the
development, certification, and commercial use
of drop-in sustainable aviation fuels that do not
compete with food cultivation for land or water.
These have lower life-cycle carbon footprints than
traditional jet fuel, do not lead to deforestation
or the loss of high value, endangered or sensitive
ecosystems and retain socioeconomic benefits in the
communities in which they are cultivated.
(www.safug.org)
On 24 February 20
08, Virgin Atlantic
ls became
Roundtable on Sustainable Biofue
the first airlin
e in the world to
operate a commercial
body which is aircraft on a biofu
is an international multi-stakeholder The Boeing 747 fle el blend.
ls to make it w a short flight fr
creating standards and audit protoco London to Amsterdam om
party certification , using a 20% biofu
possible through independent third kerosene blend in one
of its four engines.
el/80%
ainable
to identify biofuels that come from sust
ures that new The purpose of the
sources. Third party certification ens demonstration fligh
t was
mental and to move the deba
supply chains develop to high environ that biofuels are tec
te forward by proving
ut competition
social standards, so that concerns abo Virgin Atlantic knew
hnically a feasible
solution.
ation and
with land for food cultivation, deforest
that the biofuel used
its test flight would for
be addressed
relative life-cycle carbon footprints can
not be commercially
for the industry, bu via ble
on the RSB on t wanted to demons
and reconciled early on (read more that biofuels coul tra te
b.org). d be a future solution
page 37 or on their website at: www.rs for the industry.
2130% reducti
on
target:
Virgin Atlantic e carbon intensi
ty
A 30% reduction in th
se n g er an d ca rgo kilometre
of each pas .
2007 and 2020
flown between
Operational efficiencies • Virgin Blue has a Fuel and Emissions Management
Team that examines every aspect of flight operations
All airlines need to invest in modern fleets that operate to continuously improve efficiency. Recent initiatives
as efficiently as possible and are backed up by low include installing winglets on the 737NG fleet as well as
carbon ground support systems . But airlines are only applying a coating to the aircraft that reduces drag and
one of the many stakeholders in the aviation industry therefore emissions
orders
and so it’s fundamental that the entire sector works
together. The speed at which the aviation industry can • Virgin America utilises advanced avionics to fly more
hibitive. step changes in aircraft and engine
reduce its emissions is mainly reliant on manufacturers to efficiently, and cost index flying which is the practice of
y protechnological
are mostldeliver regulating cruising speeds to reduce fuel burn
messthe e.
agavailability
ualify their also
design, of sustainable low carbon fuels and
• Virgin Atlantic’s Fuel and Weight Savings Group
improved air traffic control measures to ensure more
champions new best practice and efficiency measures .
efficient use of airspace.
Since aviation can have a impact on communities that are
What the Virgin airlines are doing on energy efficiency:
local to airports, our airlines have initiatives at airports
• developing and implementing operational best practices around the world which directly benefit local communities.
ng
to reduce CO2 and NOx l speed
emissions School crossi For example:
ationa
16
N patrol
Maximum limit applies
• lobbying • the total noise output of Virgin Atlantic’s fleet has been
speed governments and air navigation service
providers for more efficient airspace routings reduced since 2001/2 despite an increase in fleet size
nd of • utilising a young, advanced fleet of fuel efficient aircraft • improving the availability and reliability of electricity
mph zone supply for ground operations at airports around the
world will reduce emissions and improve local air quality
• Virgin Blue has invested in a young fleet of aircraft which
has a reduced noise footprint.
No entry for
16. Nitrous Oxide
ry
ated tempora vehicular tra ffi c
Manually oper si gn s
ive way to STOP and G O
traffic on Virgin Atlantic
major road target:
To reduce ener
gy consumption
at all the UK s
ites that it
controls by 10% No reduced noi
ot or
Nby
o bu20ses 12
an d ov er taking
se footprint
om
20% Nby (o ve r8
No cycling 2020.
vehicles passenger
seats)
22Working with communities Sustainable tourism There are now five
holiday flights to every
Each year, Virgin Atlantic, Virgin Unite and Aviation has played a key role in expanding
business flight made
Virgin Holidays, along with the support of their tourism, which has in turn boosted air travel.
overseas by a UK
passengers and staff, collectively invest millions Over 40% of international tourists now travel by
resident.
of pounds in community projects within the plane17 and in the UK growth in air travel is being Source: Cairns, S., Newson, C.,
destinations they travel to and work in. Under driven by an increase in international leisure Boardman, B. and Anable, J.
Predict and decide Aviation,
the Change is in the Air programme, Virgin flights18 . climate change and UK policy.
Environmental Change Institute
Atlantic and its passengers will be supporting Oxford University.
Tourism can be a catalyst for positive social
two organisations, The Travel Foundation and
and economic development, but it is becoming
Free the Children, which both work towards
increasingly evident that some aspects of
sustainable futures for young people in its Air tourism accounts
tourism are currently unsustainable . The Virgin
destinations. for 8 million direct jobs
airlines, along with Virgin Holidays and Virgin
and 18 million indirect
Virgin Blue’s “Red Jet” charity foundation is Limited Edition, are working towards gaining
jobs as well as $396
currently focusing on “Indigenous Communities a greater understand of their impacts and
billion US in global GDP.
and Natural Environments” in Australia. The promoting sustainable tourism. To find out more Source: Oxford Exonomics.
foundation has provided assistance to several go to ‘We’re all going on a Summer Holiday’ on Aviation: The Real World Wide
Web
projects including a residential energy efficiency page 24.
programme in Alice Springs and a savannah fire
management project in Arnhem Land.
Virgin America works with the California State
Parks Foundation and selects California-based
carbon offset projects via its partnership with
Carbonfund.org. Virgin America also hosts
17. Air Transport Action Group.
regular e-waste collection events to clean-up Air transport drives eco-
nomic and social progress.
local beaches and parks. The economic and social
benefits of air transport
2008. (http://www.atag.org/
files/ATAG%20brochure-
124015A.pdf)
18. Cairns, S., Newson, C.,
Boardman, B. and Anable,
J. Predict and decide Avia-
tion, climate change and
UK policy. Environmental
Change Institute Oxford
University.
23WE’RE ALL Information signs - continued
GOING ON Hospital ahead with Tourist
No thro
for v
A SUMMER
Accident and information
Emergency facilities point
Traffic has priority over
oncoming vehicles
HOLIDAY
Area in which
cameras are Bus lane
used to enforce junctio
Recommended route Home Zone Entry
for pedal cycles traffic regulations
Road works signs
Virgin Holidays
Virgin Limited Edition
Temporary hazard
Road works Loose Temporary lane
at road works
chippings (the number and
of arrows and
may be varied a
to lanes open an
Slow-moving or Mandatory
Road works End of road w
stationary works speed
1 mile ahead any temporary r
vehicle blocking a limit ahead
including spe
traffic lane. Pass in
the direction shown
by the arrow.
24Information signs
All rectangular
End of controlled
parking zone
Entrance to
Entrance to congestion
controlled
charging zone
parking zone
“Susta
in
is tou able touris
rism th m
the m at lea
anag ds to
resou em
rces in ent of all
that e such
co a way
and a nomic, soc
esthe ial
cabus
n belane tic n
With-flow
fulfille eedLane s designated
ahead mawhichintain d whil for use by high
in e
Parking place for
tegrityand g cultural occupancy
pedalincycles
solo motorcycles taxis may also , esse
ecolo use ntial vehicles (HOV) -
gic see rule 142
biolog al process
ical d es,
life su iv ersity
pport a
Sourc system nd
(ww e : W
w.un orld Tou
s”.
wto.o rism
rg) Orga
nizati
on
Start of motorway
and point from
End of which motorway Ap
motorway regulations apply
Holidays are great for recharging our batteries and
allowing us to relax both mentally and physically.
prohibitive. Travelling is also a great way to expand our horizons
essage.
and the growth of the travel industry in recent years
Traffic on the main Additional traffic joining from left
has been invaluable in increasing our understanding
carriageway comingof ahead. Traffic on main carriageway
has priorityTourism leads
g
School crossin
National speed from right has priority over joining traffic from
other cultures and customs.
Maximum patrol
limit applies over joining traffic righttohand
a wide
lanerange
of slip of
road
speed
potential employment
opportunities by
In the introduction we talked about how there were 565 million international tourist generating jobs across
important it is that our vision of a low carbon journeys made and that figure is forecast to grow a whole range of skills
lifestyle
No entry for
in the future is desirable and free from to over 1.6 billion by 20204. and occupations. Many
d temporary icular traffic
Manually operate signs sacrifice.
veh Holidays represent happy times in our of the jobs in tourism
STOP and GO With such massive growth comes huge
lives but the travel and tourism industry, like attract younger workers
challenges; overdevelopment, over-reliance
‘Countdown’ markers atonexit from motorway (each bar
many others, makes both positive and negative who might otherwise
tourism for economic growth in developing
represents 100 yards to the exit). Green-backed markers
contributions in the wider world. At Virgin, we may be used on primary routes and emigratemarkers
white-backed in search of
No countries, an ever increasing carbon footprint,
No buses describe
overtaking
sustainable tourism as ‘when locals employment.
with black bars on other routes. At approaches to
No motor (over 8 depletion of destinations’ natural resources and
vehicles passenger benefit as much as visitors and where the resorts concealed level crossings white-backed Source:
markers withThe
Aviation: redReal World
seats) damage to land and ocean bars based
may be ecosystems.
Wide Web. Oxford Economics.
used. Although these will be erected at equal
we enjoy today are preserved for others to enjoy Mo
The challenges facing thedistances the bars doare
tourist industry not represent 100 yard intervals. show
in the future’ .
enormous and cover many different and complex
Travel and tourism is the world’s largest industry issues that are hard to unpick. It is therefore Globally, tourism
andNoavehcritical
icles component of the global economy, critical to ensure that our travel and tourism directly 112
employs 79
No vehicles
No vehicle or
over
fuelling million people and
width shogrowth and employment . It represents related businesses are doing their best to
over wn
combination of height shown
vehicles over 10% of global GDP1 and 8% of employment address these challenges. in total supports 226
length shown
worldwide2 . It also encourages development million jobs when
Overdevelopment is a key challenge which is downstream effects are
of infrastructure, such as transport networks,
likely to worsen as travel becomes increasingly taken into account.
sanitation works and other public amenities.
No left turn
No accessible. Despite the economic benefits that
U-turns Many developing countries are highly reliant on Source: Aviation: The Real World
No goods veh
icles tourism can bring to a region, there are often Wide Web. Oxford Exonomics.
tourism
over maand
ximum in some countries it can represent
gross weight some environmental and social trade-offs for
up to 30% nes
shown (in ton
of) GDP3. The industry’s predicted
except for loading the local population. When a new destination 1. GDP – Gross Domestic
growth reflects
and unloading
the increasing mobility of Product
suddenly becomes popular, resorts can be 2. World Travel & Tourism
populations
comprehen sive in emerging economies: in 1995 Council Leading the Chal-
use, a
s commonly in ns,
ny of the sign Your Traffic Sig lenge on Climate Change
de shows ma booklet Know signs
give n in the Department’s s the vast majority of February 2009
m is es and exp lain all drawn to
also illus trat de are not
The booklet Highway Co lish ility of popula
tions 3. Why your world is about to
illustrated in The Welsh and Eng increasing mob
er. The signs used including ies get a whole lot smaller. Jeff
some signs are seen on the roa
ds. in emerging econom
ual versions of of sign s may still be Rubin. Pg 235
ign s
Some older des 4. UNWTO World Tourism
Barometer
growth &
employment
train BOAT plane 25You can also read
