In an effort to promote ethical and sustainable tourism, the ibis India brand—which is owned by Accor—has organised a countrywide beach clean-up in four cities: Kochi, Mumbai, Goa, and Chennai.

Cleanup efforts around the waterfront and beaches were spearheaded by hotel teams in conjunction with local NGOs, civic authorities, and community volunteers. Participants not only raised awareness about the need of responsible waste management and environmental protection, but they also collected trash, litter, and other pollutants.

Concerns over plastic pollution and the destruction of India’s coastlines are on the rise, coinciding with the launch of the program. The goals of the cleanups were to make shorelines cleaner and to get more people involved in preserving marine habitats and waterfront spots.

Vineet Mishra, VP of premium, midscale, and economy hotels in India and South Asia, commented on the effort, saying, “India’s long coastline is not only a valuable natural resource but also a source of income for millions of people and a popular tourist spot.” The significance of protecting coastal ecosystems and encouraging appropriate actions that help ensure their long-term viability is acknowledged by ibis, which has a presence in multiple coastal cities. The beach clean-up effort was a terrific way for the brand to engage its employees, local partners, and community members in a tangible way while also raising awareness about the importance of responsible waste management and marine conservation. The campaign embodies ibis’ conviction that united efforts are crucial in preserving coastlines and promoting locations that are more environmentally friendly for generations to come.

Participating ibis hotels also held community engagement programs and volunteer projects to encourage people to help keep coastal regions clean and safe, in addition to the cleanup itself.

Ibis India’s ongoing commitment to promoting ecologically responsible tourist practices in all of its locations is reflected in this campaign, which is in line with the company’s larger sustainability policy.

Image: Branding in Asia