Welcome to AST Webinars

Conversations with leaders spearheading changes in Asia’s travel and hospitality.

All are invited to join the live conversation for free. Previous webinar recordings accessible to AST Trailblazers.

Join the upcoming AST Webinars

  • AST Webinar_Own the Guest, Own the Revenue_Advanced Strategies for Direct Bookings

    Own the Guest, Own the Revenue: Advanced Strategies for Direct Bookings

    19 February 2026 | 4 pm to 5 pm (UTC+8 )

    Register now
  • Group of six people dressed in chef uniforms standing outdoors in front of a thatched roof building, smiling with arms crossed.

    Building Impact-Led Tourism: Develop, Recruit, and Empower Next-Gen Talent

    19 March 2026 | 4 pm to 5 pm (UTC+8 )

    Register now
Storytelling Rhea Vitto Tabora Storytelling Rhea Vitto Tabora

[Webinar Recording] Beyond Greenwashing: How Verifiable Storytelling Drives Impactful, Responsible Tourism

How can travel and hospitality businesses move beyond vague claims and superficial eco-labels to tell stories that are authentic, impactful, and verifiable?

The webinar Beyond Greenwashing: Enabling Verifiable Storytelling in Sustainable Travel which AST co-hosted with Dimitri Syrris, Founder and CEO of Baotree wasn’t just another discussion about being “eco-friendly.”

We explored how storytelling, backed by data and human connection, can turn sustainability efforts into meaningful stories that build trust and inspire action.

This recap covers the key takeaways, including solutions to common sustainability communication challenges, frameworks for structuring stories, and tools to help your business craft narratives that matter.

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