Speaker: Dimitri Syriss, Founder, BaoTree
Dimitri Syriss’s keynote presentation emphasized the critical role that data plays in building trust and driving meaningful action in sustainability. He pointed out a growing disconnect between what organizations claim in terms of sustainability and the actual evidence to back it up, coining terms such as “greenwashing” and “green hashing” to describe empty or misleading sustainability claims that lack verifiable impact.
He highlighted that this absence of measurable data not only undermines trust among consumers and stakeholders but also weakens accountability, particularly from the younger generation, who are increasingly demanding transparency and action.
Syriss further addressed the complexity surrounding sustainability, noting that the abundance of frameworks and standards can sometimes lead to a “tick-box” mentality rather than fostering genuine, long-term impact. He shared his personal journey of realizing that true conservation must be intertwined with human well-being. This insight inspired the creation of BaoTree, the organization he founded to bridge the gap between sustainability and technology. BaoTree, he noted, provides user-friendly tools for tracking, reporting, and measuring sustainability efforts.
A key part of his message was the importance of not just collecting data but using it to build trust among all stakeholders. Through BaoTree, organizations are supported in designing relevant KPIs and frameworks that not only demonstrate environmental stewardship but also make economic sense, aligning sustainability with measurable business outcomes.
In closing, Syriss issued a powerful call to action for individuals and organizations to reflect on their own habits and consider how to leave behind a positive, educational legacy for future generations. His overarching message was clear moving from guesswork to a data-driven approach is essential if sustainable tourism is to gain the trust it needs to drive real progress.