Anne de Jong is a sustainable tourism consultant from the Netherlands and co-founder of the Good Tourism Institute: an online learning platform for tour operators to become better in business. More sustainable and successful at the same time. In her consultancy work, she supports tour operators and destinations to become more resilient and to create a positive impact on people, planet, and profit through tourism. Anne’s main focus is to make responsible tourism easier, more accessible, and attractive and to help tourism businesses grow better for a successful and responsible future in tourism. She also works as freelancer for certification schemes Travelife for Tour Operators and Green Destinations as coach and auditor. Anne sees certification as a great structure to implement the basics of sustainability and as ‘cherry on top’ to celebrate sustainability practices but encourages tour operators to do more beyond set criteria. She supports tourism companies to add value, be creative and to run a better business for all parties involved.