Under Cottar’s leadership, The Long Run has grown into a globally recognised movement, now safeguarding over 23 million acres of biodiversity, supporting 350,000 people, and showcasing the transformative power of tourism as a force for good.

Reflecting on her tenure, Cottar said:

“It has been a great privilege to serve as Chair and to witness The Long Run become one of the world’s most impactful communities of nature-based tourism enterprises. Together, we have strengthened governance, achieved financial sustainability, and set a clear path to 2030. Having accomplished these goals, it is the right time to hand over to fresh leadership to guide the next phase of growth.”

The Long Run’s progress in recent years includes:

• Strengthening governance by embedding representation from across all member categories at the board level and safeguarding the values of the 4C framework.

• Building financial sustainability through membership expansion, ensuring growth translates into increased collective impact.

• Setting a clear path to 2030, with a strategy centred on new alliances, stronger regional collaboration, enhanced visibility, and deeper member engagement.

Incoming Chair Julie Cheetham brings more than two decades of experience in sustainability leadership. She is currently the COO of Travalyst, was part of the founding team of sustainability platform Weeva, and has already served as a Director on The Long Run’s Board.

Commenting on her appointment, Cheetham said:

“I am honoured to take on the role of Chair at such a pivotal time. The Long Run’s members are proving every day that tourism can regenerate ecosystems, empower communities, and celebrate culture. I look forward to working with the board, members, and team to build on this extraordinary legacy and accelerate our collective impact.”

Cottar will continue to support the organisation as an active member and advocate:

“I will remain committed to The Long Run as a GER member and will continue to champion its mission in every way I can. With Julie’s expertise and vision, I have no doubt the next decade will be even more transformative.”

Guided by its pioneering 4C (Conservation, Community, Culture and Commerce) framework, The Long Run empowers members to drive measurable impact, share best practices, and inspire change across the tourism sector and beyond.

“On behalf of our team and community, I would like to express our deepest gratitude to Louise for her tireless leadership and vision. Her guidance has been instrumental in shaping The Long Run into the thriving global community it is today. We are equally excited to welcome Julie as our new Chair, her wealth of experience and commitment to sustainability will help us scale our impact and continue inspiring change across the tourism sector.” Dr. Anne-Kathrin Zschiegner, Executive Director of The Long Run

Looking Ahead

With Julie’s leadership, The Long Run will continue to deepen its impact, strengthen the resilience of nature-based enterprises, and champion the role of tourism as a solution to some of the most pressing challenges facing people and planet.

About The Long Run

Founded in 2009, The Long Run is a global community of pioneers leading the sustainable tourism movement. Collectively, its members protect and regenerate over 23 million acres of biodiverse landscapes and marine areas, improve the lives of more than 350,000 people through education and employment, invest millions each year in conservation and cultural projects, and support over 100 unique cultures worldwide.

Members range from eco-lodges and nature-based tourism businesses to conservation organisations, travel agents and destination management companies, all united by their commitment to positive impact.

At the heart of The Long Run is its holistic 4Cs framework: Conservation, Community, Culture, and Commerce. This model empowers members to balance environmental stewardship with socio-economic responsibilities, fostering long-term prosperity for both people and planet.

This unique network is unlike any other, providing a platform for shared learning and transformative change in the tourism and conservation sectors.

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