Partners in the value chain need to be informed about the opportunities to de-risk new low-carbon investment through collaborative R&D and sharing the risks of commercializing new-to market technologies; best-practice sharing for operational fuel-efficiency improvements; best-practice sharing about airport operations; the potential competitiveness gains embedded in taking a long-term view in the decarbonisation of travelism’s component industries, including increase market share in environmentally aware consumer markets, reduced operating expenses and medium-term net negative costs associated with the aforementioned ‘low-hanging fruit’.