Tui has promoted internally to replace outgoing group sustainability director Jane Ashton.

Tui Nordic HR director Charlotte Wiebe is to succeed Ashton (pictured), who is leaving Europe’s largest travel group to join easyJet.

Ashton has been at Tui, and before that First Choice, since the 1990s and was appointed group sustainability director in 2011.


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Wiebe will report to Thomas Ellerbeck, member of the Tui  Group executive committee and director corporate and external affairs.

She will be in charge of implementing Tui Group’s new sustainability strategy 2030 with the mission to strengthen the company’s position in sustainability and shape the future of sustainable travel.

The new sustainability strategy will be presented at the beginning of the next year, according to Tui.

Ellerbeck said: “Charlotte has successfully driven change during her time at Tui Nordic.

“Her interest in sustainable transformation and innovation as well as her ability to drive change are the perfect qualities for her new role as group sustainability director.

Tourism is a powerful global force for good. Our ambition for Tui’s new sustainability strategy 2030 is clear – we want to continue to set sustainability standards in our industry, balancing the environmental, social and economic dimensions of sustainability in tourism.”

Wiebe, who was named Swedish HR director of the year in 2018, added: “Sustainable transformation is one of the great challenges of our time.

“I am convinced that sustainability, business and profitability go hand in hand.

“My goal is therefore to continue working with my colleagues throughout Tui Group as well as our stakeholders and partners to drive change in this area with the purpose to create a more sustainable business – for our customers and destinations, our colleagues and the planet.

“New ideas and new technology will be needed to solve this task. In the years to come, we will continue shaping the future of the travel industry with a strong focus on people, a thriving business and the needs of our planet.”