Experts at a recent conference on climate change say that hotels, airlines, governments and major tourism businesses must lead by example and make environmentally friendly tourism a bigger priority. "A lot of the people who are in tourism, they are very poor people from villages," said Anthony Wong, managing director of Asian Overland Services Tours and Travel. "What they want to do is just earn a living ... They cannot think too deep, too wide. So it is up to the association, the government and the big players to lead and push it down to the suppliers, the agents, the transport operators."