Webinar I A Human Rights Narrative: Additional Value for your Company, Suppliers, and Customers


A Human Rights Narrative: Additional Value for your Company, Suppliers, and Customers

Expert input and a good practice example

23 February 2021, 11:00 am - 12:00 pm CET

This webinar follows the communication principle: Do good and talk about it (in the right way). Small- and medium-sized tour operators (SMEs) often do not have the resources to hire communication experts. But appealing, targeted and prudent communication is essential for human rights-related topics

We focus on effectively and credibly communicating human rights-related efforts. It will help to convince employees and suppliers of human rights' relevance and raise customers' attention. A profound human rights communication could encourage potential customers to choose your company. Only if employees are aware of human rights' importance and goals, they can communicate them. Only if your suppliers act according to your human rights narrative, due diligence can be upheld.
At the same time, it might be a sensitive issue to discuss, especially regarding destinations with a critical human rights situation.

Kristin Hulaas Sunde, communications specialist with more than 25 years of NGO and corporate expertise and Natalie Kidd, Chief People and Purpose Officer at Intrepid Travel, the world's largest provider of adventure travel experiences will share first-hand experiences and recommendations to take action.

This webinar is explicitly targeted at people who are entrusted with internal (employees) or external (supplier, customers) communication within a tourism business or tourism-related organisation and is intended to:

  • Bringing it to life: Learn how your commitment can be communicated.
  • Avoiding pitfalls: Know how to talk about human rights without being deterrent.
  • Building back better: Understand the benefit of a human rights narrative to be more resilient.


Kristin Hulaas Sunde is a communications specialist with 25 years’ experience of developing strategies and creative content for international charities and NGOs.
As Global Creative Manager for Amnesty International, she collaborated closely with colleagues to develop a hope-based approach to progressive communication about human rights.
An experienced workshop facilitator, she has special expertise in developing messaging, storytelling and narratives about migration.



Natalie Kidd is the Chief People and Purpose Officer at Intrepid Travel, the world’s largest provider of adventure travel experiences. Globally recognised as a leader in responsible travel, Intrepid operates trips in all seven continents and caters for all ages, budgets and appetites for adventure.
In her current role, Natalie leads Intrepid’s global culture and its purpose-led activities, including its commitment to climate action, human rights, modern slavery and animal and child welfare. Intrepid has been carbon neutral since 2010 and became the first global tour operator with verified science-based targets in 2020.
Natalie joined Intrepid in 2005 as the founding General Manager of its first vertically integrated destination management company, based in Hanoi, Vietnam. After two years in Vietnam and Cambodia, Natalie returned to Australia, where she continued to grow Intrepid’s global inbound tour operator network into a global network.
Before joining Intrepid, Natalie held roles including Executive Director of Master of Business & Technology Program at UNSW and Associate Director of the MBA (Executive)Program at Australian Graduate School of Management.
Natalie holds a Masters of Business Administration (AGSM), a Master of Asian Studies (UNSW) and Bachelor of Arts/Asian Studies (USyd). In 2018 she completed the Australian Institute of Company Directors’ (AUCD) director program and remains a member of the AICD.



Katharina Stechl is working as Program Manager for the multi-stakeholder initiative and non-profit association Roundtable Human Rights in Tourism. The Roundtable builds a trusted network of currently 32 tourism stakeholders from six countries. It provides access to expertise, initiates pilot projects and develops learning materials to support the implementation of human rights due diligence in accordance with the UN Guiding Principles within tourism companies, the supply chain and in destinations.
After her studies in Tourism Management at the University of Applied Science in Munich, among other jobs, she worked for the “Gesellschaft für Internationale Zusammenarbeit” (GIZ) in India in the field of urban and industrial development. She has profound experience in the areas of international development cooperation and communication/copywriting.