Prince Harry, the Duke of Sussex, will lead a global sustainable travel initiative to bring companies, consumers and communities together, he announced on Tuesday in Amsterdam.

The initiative, called Travalyst, has been in the works for three years, Kensington Palace said. The duke began engaging in conversations with the travel industry in 2017, and the first official partnership meeting took place in January with a group of travel companies including Booking.com, Ctrip, Skyscanner, TripAdvisor and Visa, in hopes of making the tourism industry more environmentally responsible.

“Our world faces environmental challenges of unprecedented scope and scale,” the duke said on Tuesday. “From deforestation and the loss of biodiversity, to ocean plastics and poaching, the problems can sometimes seem too big to fix. These human-caused challenges often need a giant system shift to make a significant enough impact.”

Travalyst comes at a time when airlines and cruise companies, along with restaurant and hotel companies, are grappling with how to make the travel industry less damaging to the environment. It also comes weeks after the duke and his wife, Meghan, the Duchess of Sussex, came under fire for traveling on private jets, which have a greater relative carbon impact than commercial planes. The duke flew commercial to Amsterdam.