During the month of June 2021, Lausanne Montreux Congress (LMC) unveiled “LMCare 2025”, a global strategy aiming to improve the region’s performances in the field of sustainable tourism. LMC now wishes to reinforce its performances to develop a responsible destination that brings value to its inhabitants, the environment and local businesses, in order to reach the top 10 most sustainable destinations in the world. So as to achieve this goal and bring together all the players in the industry, strong emphasis is placed on raising partners’ awareness.