InterContinental, National Geographic Extend Partnership

InterContinental Hotels & Resorts and the National Geographic Society have extended their partnership to include global geotourism initiatives that enrich the understanding of environmental and cultural responsibility among InterContinental associates and guests worldwide.

Throughout 2009, more than 60,000 InterContinental associates worldwide will participate in responsible business workshops to enhance their understanding of how they can personally be involved in some of the initiatives. InterContinental and National Geographic will also establish a responsible business advisory board, made up of senior executives from both organizations and hotel general managers.

National Geographic defines geotourism as “tourism that sustains or enhances the geographical character of a place -- its environment, culture, aesthetics, heritage and the well-being of its residents.”

The InterContinental initiatives supported by National Geographic will harness the passion of the hotel general managers and their teams to help sustain and enhance the geographical character of destinations where InterContinental is present.

To kick off the partnership, InterContinental has adopted five principles that will enhance its hotels’ ongoing environmental and cultural sustainability efforts and help identify new projects.

The five principles are inspired by National Geographic’s Geotourism Code of Good Practice, ensuring efforts that focus on integrity of place, destination appeal, community involvement, sharing success stories and minimizing negative environmental and cultural impacts.

InterContinental and National Geographic’s affiliation started in 2007 with two global photography competitions, where guests and readers were invited to capture and share their authentic travel experiences. In 2008, InterContinental also sponsored National Geographic’s All Roads Film Festival, which showcased inspiring films by indigenous film makers.