Early career in tourism

Cathy Bou started her career in tourism as a travel agent with Thomas Cook in Arcachon, later moving to a client relationship manager role in the Paris region. Over nearly 25 years, she gained extensive experience in the industry before deciding to pursue a new path.

Shift to sustainable management

In 2015, Bou earned a Master's degree in Management of Organizational Social Responsibility (RSO) from the Conservatoire national des arts et métiers (CNAM). This academic shift allowed her to apply her tourism expertise to sustainable transformation, leading her to found Agapè, a consultancy focused on responsible strategy.

Work with major events and organizations

Bou has worked on significant international events such as COP21, the G7 in Biarritz, and the World Conservation Congress, as well as with public institutions and major corporations. She shares her insights through chronicles in TourMaG, advocating for a tourism industry that balances business health, people, and the environment.

Professional evolution and personal journey

After leaving Thomas Cook, Bou experienced a period of uncertainty before finding confidence in her ability to unite diverse actors. She took a salaried role as a CSR officer but eventually returned to her consultancy, Agapè, to continue her work in sustainable transformation.

Collaboration on ISO 20121 standard

During her time at the Ministry of Ecology, Bou worked with Yasmine Bekri on initiatives related to the ISO 20121 standard for sustainable event management. She led a group focused on waste and the circular economy, bringing together typically competing actors to drive transformation.

Certification process and practical impact

Bou has helped 45 organizations achieve ISO 20121 certification, noting that companies often begin with practical motivations such as client demands or market changes. The standard provides a structured approach to managing sustainability impacts, leading to meaningful outcomes over time.

Alignment with UN Sustainable Development Goals

Bou integrates the United Nations Sustainable Development Goals (SDGs) into her work, aligning them with organizational impacts and stakeholder dialogues. In 2026, the ISO and UNDP launched ISO/UNDP 53001, a standard designed to help organizations integrate SDGs into their strategies and operations.

Reflection on regulation and trust

While Bou welcomes new standards like ISO/UNDP 53001, she questions the need for additional rules to achieve responsibility. She prefers a world where responsibility is accepted voluntarily, emphasizing the importance of trust over enforced regulations.

Conclusion and invitation for reflection

Bou reflects on her journey from 2014 to the present, advocating for a balance between standards, data, and trust. She invites others to consider how many rules are necessary for responsibility and encourages discussions on sustainable standards, asking if trust could be the new world.