Commerce deals with our ecotourism offering and is perhaps the most critical element to sustainability in the modern world. We can only make a difference in Africa if we are doing well. If our business is profitable, based on sound business principles and on good solid moral principles, then we can make good on our promise to make a difference.
The Commerce 'C' is what gives us the resources to make the interventions under the other three Cs. Without a viable business model, we cannot justify investing in the areas in which we operate. By the same token, even if there is a viable business model, we probably cannot justify operating in an area or location unless we can make useful contributions and interventions in the other three Cs.
We believe the single most important achievement by Wilderness to date is to have built a sustainable business model that does not compromise its environmental principles and which, through jobs, training, skills, careers, adjusted horizons and hope, provides a realistic alternative to Africa's challenges. The fact that we have been able to achieve success in our business while remaining environmentally responsible over the past 30 years is a boon.