All Blacks Tours, as part of STH Group, launches Global Social Impact Strategy


The STH Group - a leading provider of travel, hospitality and customer experiences for global sporting events and All Blacks Tours parent company - has launched a new Social Impact Strategy that it believes will “set new standards” for the sports hospitality industry.


We are proud to unveil a new Social Impact Strategy that will be integrated across all operating entities in order to positively impact both society, and the planet.

Supporting the principles of the United Nations Sustainability Goals, our plan includes a Social Impact pledge outlining the key commitments we are making across four distinctive pathways - our planet, our people, our places and our partners.



Fostering a culture of environmental responsibility and minimising the impact of our operations, we aim to reduce our carbon impact (35% reduction by 2025, 50% reduction by 2030, Net Zero by 2040) and source sustainably.



We’re focusing on the ways we can enable our employees to thrive and grow with our business, by empowering our people to be mindful of their Social Impact and investing in their development.



Recognising our responsibility to invest in the communities in which we operate, as well as the sport communities we work within.



We aim to inform and influence our network of suppliers and stakeholders about Social Impact and strive to inspire change where needed.







The strategy is underpinned by a set of clear targets, with a long-term aim to reduce the Group’s carbon impact to Net Zero by 2040. In order to track the CO₂ footprint of our operations, we have invested in a robust and flexible reporting tool to capture data from initiatives across the company. We are tracking a wide range of data, including the reduction of single use items across our business, to help us achieve our pathway to Net Zero.

To reach its ambitious targets and inspire actions to support the four pathways, STH will be implementing a range of new practices.


Some of the key items being measured and tracked are below with periodic improvement plans in place:


  • Greener commuting and co2 reduction
  • Waste reduction and recycling
  • Employee wellbeing and training
  • Partner engagement in Social Impact
  • Carbon offset for unavoidable emissions
  • Volunteering with non-profit organisations
  • Local supplier engagement
  • Spend with SMEs and VCSEs


Commenting on the new policy, Chris John, Chairman and Chief Executive Officer, The STH Group said: “The STH Group is committed to enhancing long-term sustainability through a proactive approach to social and economic development and environmental principles involving our shareholders, suppliers, employees, clients, customers, and the local communities in which we operate.

“For the STH Group, Social Impact is no longer optional. We have a responsibility to our people, places, partners, and the planet, to ensure that we are instigating change and leading our industry forwards.

“STH is a progressive organisation and we know that many of our partners expect similar levels of scrutiny when it comes to Social Impact practices. This focus will also help us attract and retain the best talent by proving our company culture, one that prioritises our employees’ wellbeing and provides consistent learning and development opportunities for all staff.”

We will be updating our website with more content regarding our Social Impact Strategy in the coming weeks. To stay up to date with our latest news follow us on LinkedIn.