Hurrah for Tourism 2023, airing so many issues that have been engaging so many of us involved in the travel industry. Is a travel industry sustainable? Can it in some way clean up its own act, or at least clean up its own CO2 emissions? And if climate is changing apace, what on earth might be in store?

I came into the travel industry in the early 1980s, when I set up Rough Guides. Although back then I must say that I hadn’t thought of travel, at least not its independent wing, as an industry. At Rough Guides we were just writing books to inform people about the countries they visited, while most of the small, independent operators we dealt with were enthusiasts first, business folk second, and often driven by a passion to get involved with destinations and communities where they felt strong bonds.

Nor had I thought very much about the travel industry’s effect on the environment, beyond the sorry over-development of mainstream resorts. For back in the 1980s, there wasn’t much observable effect in many of the countries we covered: even in countries like Peru or India or Morocco, where tourism is today a significant part of the economy. And crucially, there was no popular perception about climate change, or about the role aviation emissions play.

When a year or so ago, I was asked to take part in the discussions out of which Tourism 2023 was shaped, the landscape was altogether different. Although I had by then left Rough Guides, to set up an environment imprint for Profile Books, I had a sense of guilt, almost a feeling of shame, about having been a part of the travel industry for so long. And I think that sense is shared, in rather perplexed fashion, by much of the industry. Certainly among the independent travel sector, the sector I know best, which is populated on the whole by thoughtful souls, who care deeply about the countries where they organise trips and tours. People and companies who for many years have been trying to ensure that their brand of tourism puts something back into local communities, by encouraging genuinely local development, supporting local infrastructure, and often putting money into aid projects in areas they know there will be real benefit.

Which is why I think Tourism 2023 is so important – and why it is so good that it has had partners like ABTA and British Airways involved. We need to make sure that the future of travel becomes positive, delivering benefits to the communities we visit. And, crucially, we need to somehow find a golden bullet to make tourism a “low carbon, low impact industry” as the report sets out as a primary aim. That is a vision we must all advance. And perhaps it is one that tourism actually can deliver, to show other sectors the way forward. Aviation, of course, is the key, as an area that is currently unsustainable in its contribution to carbon emissions, and is potentially disastrous if it grows as governments predict.

We need an industry that sets out its store: to remove every gram of CO2 that we emit. Better than that: why don’t we set out to remove twice as much CO2 as we emit? Turn tourism into an industry leader in removing emissions.

There is enough money in the industry to make this happen, and there is evidence that the technology to do so is emerging. Klaus Lackner, at Columbia University, has developed a working prototype of a carbon scrubber that can remove CO2 from the atmosphere, anywhere in the world.  If his technology were to go into production right now, Lackner estimates that it would cost around $200 to remove each ton of CO2. Some travellers would be happy to pay that cost today. But with mass production, Lackner estimates a CO2 removal cost dropping to around $35 a ton. That would add a very manageable extra cost to flights: $50 on a return flight from London to New York, $10 for London to Madrid.

We need to apply the pressure to make that happen – urgently.

Mark Ellingham co-founded Rough Guides and currently runs a green and ethical publishing list for Profile Books. He is a member of the Tourism 2023 Steering Committee.