Business developer for sustainable tourism

Business developer for sustainable tourism

Fair Travel was employed for three consecutive years as a responsible tourism expert by Akademi Båstad, a higher vocational education in the south of Sweden. Akademi Båstad wanted to explore the idea of starting up a new education on sustainable development in tourism and therefore needed the expertise.

As an experienced lecturer and with insight in the tourism industry of Sweden, the idea and initiative was very positive and interesting. There’s a lack of knowledge about sustainability in the industry today while also, there’s a huge gap that needs to be filled by educations to both provide the knowledge through future staff but also to link the educational world with the needs of the industry.

No demand for sustainability?

Three consecutive applications was submitted over three years, where the authorities claimed that there was no need for this knowledge and that the industry isn’t in demand for it. Outrageous claims as studies, reports and industry interviews beg to differ. The previous application was rejected in January 2012 and with that in mind, I wrote a critical article on the issue as a guest columnist in Travel Report, in May 2012. Read it here. The last application written in 2012 was was finally approved in January 2013 and the first class started in September 2013.

Fair Travel part of the management team

Fair Travel was part of the management team for the new education together with other important players from the national tourism and travel industry, with a mission to secure the content and quality of the course.
Do you want to influence, change and make a difference?

The course provided knowledge of work processes, which permeates all levels to achieve sustainable development. Education is required in order to meet increased demands in the future.

Work placement

Work placement allowed development of knowledge and skills in collaboration with one or more companies.



The SMURF-project is a joint initiative between Fair Travel, Wild Sweden and the Swedish Centre for Nature Interpretation with an aim to explore the possibilities of securing a quality assurance on guiding in Sweden.

The background and need to the initiative can be found in the non-existing guide certification in Sweden. The quality of the various guides that host and lead tourists in Sweden is therefore hard to ensure. The pilot-project investigated what can be found in terms of educations and the need and interest for a certification of safari guides in Sweden.


The conclusion of the project is that there is indeed many different educations catering for future guides but there seem to be a lack for proper training for guides within the industry to enhance quality and status. It also seems that the industry response is positive, which would make a new safari guide course possible, with an aim to raise the quality of guiding interpretation in the Swedish Nature, but also to be used as a tool for quality assurance.

The baseline of this project has led way to the implementation of a certification for nature guides in Sweden, under the management of FUN – Föreningen för nationell Utbildningsform för Naturguider.



The TREBLE – Triple Bottom Line (3BL) Approach in Sustainable Tourism Development in the Baltic Sea Region project is a 12-month assessment program started in November 2013 and is based on the awareness of the huge potential of the tourism sector to contribute to the EU 2020 and European Blue Growth agenda in terms of smart and sustainable growth, and to bring forward sustainable rural development that ensures quality of life and employment opportunities in rural settings of the Baltic Sea Region aimed at SMMEs.

Corporate Social Responsibility

The initiative builds on results from previous activities and programs on Corporate Social Responsibility, CSR and Sustainable Tourism Development, through Swedish Institute partnerships and EU funded projects. The results showcase the needs for practical application and tools for sustainable tourism development and effective types of incentives when promoting CSR activities, in the Baltic Sea Region.

Fostering a green economy

TREBLE – 3BL for sustainable tourism development in the BSR has been developed with the view to implement the CBSS Strategy on Sustainable Development 2010 – 2015 under the main area of cooperation “Sustainable Urban Rural development” and “Development of sustainable tourism strategies” as well as its contribution to fostering a green economy in the Baltic Sea Region that ensures smart and sustainable growth that allows for economic profit while respecting social and environmental needs and boundaries.

Project aim

TREBLE is primarily being developed to assess and analyze the need to build knowledge and capacity among relevant players in the tourism sector on sustainable tourism development in the Baltic Sea Region. Aimed at small, medium and micro sized enterprises, SMMEs, the project is focusing on the application of a triple bottom line approach for a sustainable tourism development in cooperation with relevant travel trade organizations and other stakeholders in the region.
Establishing cross-border network

The project seeks to extend the already existing but fragmented networks of relevant actors with the aim to also establish a relevant network of partners for a second phase, larger project application, to showcase, develop and implement solutions that will not only help SMMEs comply with the ever increasing demands, but also demonstrate that sustainable tourism development based on a 3BL approach, doesn’t necessary mean an additional burden, but increases productivity/profitability while protecting environmental and social values.

Responsible Tourism Networking

Responsible Tourism Networking

As an initiative from the annual seminar Tourism, Travel and Sustainable Development, started in Stockholm in 2011, we launched the first Nordic network on Responsible Tourism. The network was the spawn of the global Responsible Tourism Networking group that started at the WTM in London 2007.

The vision of the network was to become a meeting place for the international and national tourism industries in the Nordic region. The network was to act as a driving force for change and development towards a long-term sustainable future.

The aim was to host networking events across the Nordic region in combination with the tourism and travel events in Gothenburg, Copenhagen, Oslo and Helsinki, but also to facilitate the possibility of interaction within the industry through other types of events.

To achieve change on our own is hard, but together in unity we can inspire and create a change for the better to all stakeholders involved in travel and tourism. You can join the network via Facebook. Let’s connect, let’s make business and let’s change the industry for the better. Join the network!

Since the launch of the initiative, RTNN joined forces with the bigger group RTN. Please join us here!

The responsible travel commitment

Our responsible travel commitment

We are committed to taking responsibility for our direct and indirect impact on the environment, people & wildlife.

Tourism is dependent on transport, food & beverage consumption and waste, all of which can have a very negative effect on people, wildlife and nature. Fair Travel aims to be transparent about what we do to address these impacts.

Handpicked partners and suppliers

We work with handpicked partners and suppliers, all of whom are required to comply with our policies and Code of Conduct on sustainable development. Find out about the Fair Travel Code of Conduct and Sustainable Development Policy.

Fair Travel recommends this code of conduct and policy as guidance for other tourism businesses.

I work in tourism. I declare a climate emergency.

In 2019 Fair Travel signed the pledge "Tourism Declares a Climate Emergency" and accept the current IPCC and state the need to cut global carbon emissions. Read the more about the pledge here.

Jeppe Klockareson

Jeppe Klockareson
Sustainable Tourism Advisor

Jeppe's experience spans close to 20 years working with sustainable tourism in different positions and organizations in Sweden and internationally. In 2008 he founded Fair Travel and has worked full time with the company since 2010, offering advisory, auditing and coaching within sustainable tourism development. He's the official Nordic Training Partner of the Global Sustainable Tourism Council (GSTC), where he also acted as Country Representative Sweden between 2018-2020. Jeppe is a driving force in spreading application and awareness of the GSTC criteria in Sweden amongst destinations, individual businesses and educations. In 2022 Fair Travel became a partner with EarthCheck where Jeppe qualified as an auditor during 2023. Jeppe is also a brand ambassador of the Swedish outdoor clothing company Tenson and part of their Community with Purpose program since 2021.


Travel defines who I am and it's something I love doing. I will continue to explore the wonders of our world. For me, travelling has been the best education of my life.

Fair Travel is owned by me, Jeppe Klockareson. My understanding and passion for responsible tourism comes from many years of travelling and a collective experience of operations, theory and development.

I was born and raised in Ystad, and have the Scanian blood running through my veins, although I've been based in Stockholm since 2005. I'm passionate about travel, nature and sustainability issues and has worked in tourism since 2004, focusing on ecotourism and responsible tourism. I've held previous positions with Basecamp Explorer and STA Travel, as Managing Director and Product Manager, and sat on the board of the Swedish Nature & Ecotourism Association for six years, which I left in 2020.

I've been instrumental in developing specialized sustainable tourism training programs for travel trade professionals in cooperation with higher vocational educations in Sweden and I'm a returning teacher and speaker both in Sweden and beyond, on training workshops and capacity building for sustainable tourism development.

I was employed as Country Representative Sweden of the Global Sustainable Tourism Council (GSTC) between 2018-2020, an organization that I'm also certified by since 2017 in sustainable tourism.

Of all the many experiences around the world that have most influenced me, my favourites would have to be: visiting the gorillas in Rwanda; swimming with whale sharks in Mozambique; the magnificent wildlife of the Galapagos; lurking over the edge of the magnificent Kaieteur Falls in Guyana; witnessing the mystique of Easter Island; experiencing in the hospitality of Dominica and the atmosphere in Old Havana. As a result of my many travels, my most in depth knowledge (beyond Scandinavia) covers South America, Africa, Asia and Australasia.

Travel defines who I am and it's something I love doing. I will continue to explore the wonders of our world. For me, travelling has been the best education of my life.

If I could sum my approach to travel and tourism up in one phrase, it would be this:

Minds are like parachutes. They work better when they're open.

Jeppe is an independent auditor for EarthCheck and ISO 14001, and holds a Certificate in Sustainable Tourism (GSTC STTP) and another Certificate in Project Management for Sustainable Development (PM4SD).

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