On the doorstep of this Eden, the threat of unlawful slash and burn to make way for the world’s cheapest oil is driving orangutans and all the forest’s inhabitants towards extinction. The true value of nature has not been recognised, and pristine, essential sites have been degraded to single use agriculture where animal species can’t survive.

To reinforce consumer trust, it is essential to be authentic and walk the talk. To constantly check that businesses in our sector are living up to their stated ideals, ethos, policies.

Bathroom towels aside, the most irritating greenwashing that I’ve come across on my travels are hotels which claim to be ‘green’ but leave plastic bottles of water in your room with no other drinking water options and offer Nespresso machines which get through dozens of non-recyclable coffee capsules.

It’s important for ‘eco’ companies to prove they are sustainable, rather than just say they are. Customers no longer believe vague marketing statements, they’ve rightly become more skeptical.

We are all guests at the destinations we visit, yet we usually think we know better. Instead we need to enjoy the differences we come across, without judging or comparison, and know that no cultures are better than others. We are all different, but in the end we are all equal.

To help make our planet more sustainable, it must be NOW that we all take responsibility for our actions rather than hiding from them. It is time for all of us to go that little bit further.