Do Good
At the United Nations
Advocating for Child Protection
Every year, 1 billion children experience violence. Behind every journey, destination, and experience, children are part of the communities our industries touch. Yet too often, they remain unseen — and unprotected.
Through Unlock Futures for Children, The Bicester Collection is bringing together the private sector to change that reality.
Led by our DO GOOD philanthropic programme, and in partnership with the United Nations Special Representative on Violence Against Children (Dr. Najat Maalla M’jid), ECPAT International, and the World Travel & Tourism Council (WTTC), the initiative aims to make child protection a non-negotiable business standard across travel, tourism, leisure, and entertainment.
The Action Paper
In partnership with the United Nations Special Representative on Violence Against Children (Dr. Najat Maalla M’jid) and ECPAT International, The Bicester Collection has launched the first global private-sector survey on child protection, gathering insights from more than 2,000 businesses worldwide. The findings will inform the 2026 Unlock Futures Action Paper — a hands-on guide for CEOs and leaders, offering real case studies, practical tools, and clear steps any company can take to protect children.
Because true sustainability begins with protecting the most vulnerable. There can be no sustainable future without child protection.
What Has Been Achieved So Far
We established the Child Protection in Travel & Tourism (CPITT) working group, which now leads cross-sector collaboration and the sharing of best practices to strengthen child safeguarding standards across the industry.
In 2024, we convened global Think Tanks in Milan and Barcelona with leaders from WTTC, Accor, Silvercruise, Hyatt, CWT, Minecraft, and others – establishing collaborative strategies to tackle shared challenges and solutions.
We believe no child should ever be at risk of violence or exploitation. As leaders in travel, tourism, and entertainment, we recognise our unique power — and responsibility — to turn that belief into action. Ours is an industry that connects people, drives progress, and uplifts communities worldwide. We commit to taking meaningful steps to protect children — through the decisions we make, the destinations we shape, and the culture we foster — ensuring no child is left behind.
This shared commitment is now turning into action.
At the 2025 WTTC Global Summit in Rome, we addressed more than 100 CEOs who embraced the Shared Promise — a united commitment to place children’s safety at the heart of sustainable business:
We believe no child should ever be at risk of violence or exploitation. As leaders in travel, tourism, and entertainment, we recognise our unique power — and responsibility — to turn that belief into action. Ours is an industry that connects people, drives progress, and uplifts communities worldwide. We commit to taking meaningful steps to protect children — through the decisions we make, the destinations we shape, and the culture we foster — ensuring no child is left behind.
This shared commitment is now turnng into action.