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Connecting Skies Bridging Continents

Charlotte Winnan, General Office Manager at Fireblade Aviation

In an effort to spearhead sustainable business practices in the aviation sector, Fireblade Aviation, a leading private aviation company, has carved a noteworthy path by becoming the first aviation company to join The Long Run as a travel partner. The Long Run stands as a global membership community uniting nature-based tourism entities dedicated to propelling holistic sustainability.


Charlotte Winnan, General Office Manager at Fireblade Aviation, elucidates: “Every member of The Long Run is dedicated to preserving a thriving and productive planet for generations to come. We are embracing The Long Run’s guiding principles, epitomised by the 4C framework: Conservation, Community, Culture, and Commerce.”


“As a member of The Long Run, we are relentlessly pursuing recognition under the aegis of Global Ecosphere Retreats (GER). This rigorous standard, recognized by the Global Sustainable Tourism Council, is bestowed only upon organisations that showcase an all-encompassing embodiment of the 4Cs, encompassing nature preservation and community enhancement,” said Winnan. She underscores that the GER standard serves as an ongoing transformative tool, tailored to each entity’s unique context.”

The 4Cs framework signifies a commitment to Conservation, safeguarding biodiversity; Community, prioritising fundamental human rights; Culture, which reveres diversity; and Commerce, the bedrock of progressive development. In an effort to actualise these principles, Fireblade Aviation has embraced the Weeva digital platform, specifically tailored for tourism businesses to streamline sustainability management. Winnan explains: “Weeva empowers us to tangibly measure and monitor our strides toward sustainability. Its structure revolves around the 4C framework, instilling a science-based and data-driven approach.”


Weeva, a Software-as-a-Service (SaaS) platform, equips tourism establishments with a comprehensive toolset to quantitatively assess and enhance their performance across 18 distinct sustainability domains – prerequisites for building resilient and sustainable businesses. This platform was designed to democratise sustainability, bridging science and accessibility in the tourism realm.


She adds that the worldwide shift toward aviation sustainability and the embrace of Environmental, Social, and Governance -ESG – criteria are gaining global traction among stakeholders, investors, and regulators. “The aviation industry’s stride towards sustainability is of paramount significance,” she adds.


Winnan underscores the pertinence of these transformations, particularly in the African context, where smaller airports predominate. Highlighting the proactive stance of numerous airports in committing to the Airport Carbon Accreditation initiative of the ACI (Airport Council International), she underscores Fireblade Aviation’s aspiration to take a pioneering role in this determined drive for sustainability – not just for their enterprise and sector but also for the enduring well-being of the planet.

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