We founded the "Amber Initiative for Responsible Tourism & Sustainable Development".

Much of tourism in Amber is day trips which have a negative impact (crowds, traffic, pollution, litter, pressure on infrastructure etc) and do not benefit the host community much.

Amber needs more low impact and experiential tourism. Visitors will love this. And Amber will benefit economically and culturally.

We therefore promote all aspects of responsible and sustainable tourism with five goals:
1. Community benefit
2. Heritage & culture conservation
3. Environmental protection
4. A better visitor experience
5. Development of the creative and arts sector, along with digital, evolved craft and historic skills.