GIFT was developed specifically to enhance links between government, industry and universities to ensure a sustainable tourism industry across all three pillars of the triple bottom line (economic, environmental and socio-cultural. Our aim is to transfer our knowledge to the tourism industry broadly. In order to do this, we provide infographics which explain our research results in a concise form. We also communicate to our academic colleagues through journal articles and books and through newsletters and media releases. As a result we particularly encourage approaches from clients that facilitate a step change in research innovation.