Steve Noakes is a leading ‘pracademic’ in Asia Pacific – combining sustainable tourism planning, policy development and practices with research, teaching and learning. He is founder of Pacific Asia Tourism, an international project management company focused on tourism’s capacity to contribute to the Sustainable Development Goals and the Global Code of Ethics for Tourism. He is also Director/part-owner of Ecolodges Indonesia & EcoSafari Indonesia, and Chairman of the iconic Binna Burra Lodge in the world heritage listed Lamington National Park in Australia. He has served an Adjunct/Visiting Professor in Sustainable Tourism, at Universities in Australia, Norway and Finland. He has been described as the ‘father’ of the Global Sustainable Tourism Council in the Asia Pacific region.