38. One of the most significant sustainability developments of the year was the launch of our new social policy. We held 45 round-table discussions with stakeholders in 34 countries to gather views on the policy, as well as suggestions on how to implement it and measure its performance.
39. Creating the right climate for sustainability requires the involvement of more parties than just suppliers and buyers. Governments, for instance, can create incentives. Non-governmental organizations of all kinds are increasingly successful in mobilizing public opinion against unsustainable practices.
40. International tourist arrivals grew in 2004 to an exceptional total of 763 million, which represents an overall increase of over 10%. This result was much due to the unprecedented recovery of tourism in Asia with a growth of 28% over the troubled year of SARS.
