The Sustainable Alpine Tourism Initiative (SATI2020) is the world’s first two-day conference aimed at progressing knowledge sharing and collaboration on sustainability in alpine tourism, with a focus on circular economy as a lever. SATI2020 is unique as it convenes senior corporate executives, industry leaders, hotels, resorts, policy makers, and sustainability experts in academia and innovation to create tangible ideas and action plans that tackle key sustainability challenges in alpine tourism. The concept for SATI2020 was created by the initiative’s founder, Sarisher Mann. Whilst studying a Master’s at the University of Cambridge Institute for Sustainability Leadership (CISL) starting in 2018, and additionally working in sustainable finance communication for BNP Paribas, Sarisher – a keen skier and hiker – was keen to apply her circular economy research in alpine tourism. There is a huge opportunity to share knowledge on sustainability, and to create cross-industry and sector coalitions that advance the circular economy across the alpine sports, infrastructure and hospitality sectors.