One year after more than 100 business leaders came together at the WTTC Global Summit in Rome to recognise child protection as a shared responsibility and make the Shared Promise to make it a non-negotiable standard, the Unlock Futures alliance turns that commitment into action with the launch of the Unlock Futures Protecting Children Action Paper.

Convened by The Bicester Collection through its philanthropic programme DO GOOD, and developed in collaboration with the United Nations Special Representative of the Secretary-General on Violence Against Children, ECPAT International and the World Travel & Tourism Council (WTTC), Unlock Futures Protecting Children brings together the private sector, child protection experts and international organisations around a shared recognition: there can be no sustainable development without child protection.

Launched at the WTTC Global Summit in Malta, the Action Paper draws on case studies from organisations already taking action across hotels, airlines, gaming, venues and tour operators. The alliance aims to establish sector-leading best practices to continue preventing the exploitation of children across the Travel & Tourism sector, creating a clear framework for businesses to strengthen safeguarding measures.

The alliance provides a practical framework for businesses:

CARE – make someone accountable, giving a senior leader the mandate and authority to drive child protection across the business.

ACT – understand where children may be vulnerable and put the right policies, procedures, training and reporting channels in place.

SCALE – extend protection beyond the organisation by learning with peers, working with expert partners and including operators, contractors and wider supply chains.

While the private sector has a critical role to play in identifying risks, strengthening safeguards and embedding child protection into everyday operations, lasting progress also depends on governments. Stronger legislation, effective enforcement and cross-border cooperation are essential to create the conditions in which businesses can act effectively. The initiative therefore calls for closer collaboration between the private sector, governments, law enforcement and civil society.

Gloria Guevara, President & CEO, WTTC, said: “Our sector has already taken significant steps to protect children, strengthening reporting mechanisms, investing in employee training and building partnerships across destinations worldwide to help identify and prevent exploitation.

But businesses cannot solve this challenge alone. Governments have a critical role to play in strengthening legal frameworks, improving enforcement and ensuring those who exploit children face meaningful consequences. Protecting children requires close collaboration between the private sector, governments, law enforcement and civil society. By working together, we can build stronger safeguards and create the protections every child deserves.”

Desirée Bollier, Chair and Global Chief Merchant, The Bicester Collection, said:

“Protecting children is not something we can leave to others. As leaders, we shape the places people visit, the experiences they have and the communities in which we operate. That gives the private sector both a responsibility and an opportunity to act. That is why we created the Unlock Futures Action Paper: to help leaders turn conviction into meaningful change and ensure the protection of children is embedded in responsible business.”

Dr. Najat Maalla M’jid, United Nations Special Representative of the Secretary-General on Violence Against Children, said:

“The travel, leisure and entertainment sectors have an unprecedented opportunity to go further and faster, embedding the protection of children into every part of their value chains. The Unlock Futures Action Paper provides a concrete, industry-informed tool to help make this vision a reality.”

Guillaume Landry, Executive Director, ECPAT International, said:

“Children are part of the business of travel, tourism and entertainment: as guests, family members of employees, members of local communities and participants in the experiences and services we provide. Protecting them from those who might seek to exploit our businesses is a responsibility we cannot overlook. Protecting children is not only necessary; it is the right thing to do.”

Chantal Khoueiry, Chief Culture Officer, The Bicester Collection, said:

“A commitment only matters if it changes what we do. Child protection cannot sit alongside the business of travel; it has to be part of how we do business. Built on evidence and the experience of businesses already leading the way, the Unlock Futures Action Paper gives leaders the clarity to act and make child protection a non-negotiable standard.”

The launch in Malta turns the alliance’s shared commitment into practical action, establishing a clear path towards stronger child protection across Travel, Leisure and Entertainment.

The call now is for businesses to act, using the Action Paper as a resource to strengthen their own practices, while working collectively with governments, law enforcement and civil society to build stronger, more consistent protections for children.