WTTC works on several sustainable initiatives together with governments and other organizations to ensure that people, businesses, and the environment benefit from travel and tourism.  Their focus is on security and travel facilitation; sustainable growth; and crisis preparedness, management and recovery.

The sustainable initiatives of the WTTC include climate and environment action, destination stewardship, sustainability leadership, sustainability reporting.  They are undertaken to ensure that growth in travel and tourism is sustainable, inclusive, and contributes positively to the communities, natural ecosystems, and cultural heritage.

The initiatives call for strong public-private collaboration to address current and emerging challenges for the sector.