Development agency Tearfund has teamed up with travel agent body ABTA to mount a campaign to encourage the travel industry to raise its corporate social responsibility (CSR) credentials.
The campaign comes at the same time as an initiative to encourage holidaymakers to ask questions about company CSR performance.
The latest drive centres on a new eight-page guide to corporate responsibility called Improving Tour Operator Performance: The Role of CSR and Reporting.
It is hoped that the UK travel trade will use the guide to help catch up with their European rivals which are considered further advanced in CSR.
The guide, which was produced following consultation with the United Nations Tour Operators Initiative, was launched at the industry's annual event at London's Excel venue.
It has also been promoted in the travel trade press.