"TOURism for the common GOOD" is a branch of my company Isabella Klien Holistische Organisationsberatung. Its purpose is to contribute to an overall sustainability on the economical, ecological and social level in the tourism industry. My company is a pioneering enterprise of the Economy for the Common Good (ECG), which advocates an ethical economic model in which the wellbeing of people and the environment become the ultimate goal of business.

My professional background regarding tourism and sustainability:

• In the 1980 I studied Business Economics at the Vienna University of Economics and specialized in Tourism Management. 
• Since 2000 I have supported enterprises, municipalities and regions in their holistic development and strategic alignment.
• For the last 5 years I have focussed on ECG-consulting and have coached tourism organizations to become more sustainable and to increase their contribution to the common good.

My current international project is "ect! Eco & Cultural Tourism in Tanzania". 

In August 2017 I volunteered at Rau Eco and Cultural Tourism in Moshi, Kilimanjaro region, Tanzania. While working there and coaching the three founders in building a powerful strategy for their business I got to know the Cultural Tourism Programme in Tanzania and saw many opportunities for the further development of it.

I have designed the project "ect!" in order to

• go after the chances I see in enhancing eco and cultural tourism in Tanzania,
• follow my own purpose and
• gain a new business opportunity.

The purpose of this project is to bring sustainable tourism in Tanzania to blossom by expanding and professionalizing the Cultural Tourism Programme. This goes hand in hand with the following UN Sustainable Development Goals:

• protection of the environment,
• conservation and tradition of the cultural heritage and
• eliminating poverty through (self-)employment of local people including the empowerment of women.

The strategy will be to expand the sphere of action to eco and cultural tourism and to build a powerful umbrella brand with innovative umbrella marketing. In order to build a powerful umbrella brand - which is of great benefit both to the participating eco and cultural tourism enterprises (ECTE) and to the tourists - the project provides

• standards and auditing in accordance to the guidelines of the Economy for the Common Good,
• an easy-to-handle booking-system for visitors,
• attractive packages for visitors,
• capacity building and empowering of local people,
• marketing and promotion and
• organizational development and coaching for the participating ECTEs (e.g. ensuring that each enterprise has its unique selling proposition). 

For the last 15 years my company has developed a holistic leadership approach. It means that we work in a participative, holistic and value-oriented way, at eye-level with our partners.