Amsterdam's Schiphol Airport has been the subject of public debate for many years now. In 1990 local and national governments and the aviation sector signed a letter of intent to expand the airport and its facilities to meet the growing demand for air travel, within environmental limits. This has lead to a decision-making process of many years, culminating (1995) in the adoption of a fifth runway and legislation with respect to environmental issues, land-use planning and community involvement, aimed at a balance between 'growth' and 'the environment'. Once the legislation with respect to aircraft noise, external safety, air pollution came into effect the aviation community was in total shock, realising how complex the limiting factors had become for their daily operations and how little manoeuvring space was left for growth. At the same time the airlines realised how little management attention had been given to the public/political debate, and that corrective action had to be taken. Airlines were, up to that point, primarily focused towards their own competitive environment ('survival of the fittest'), neglecting the broader issue of existence ('survival of the business'). At first the aviation sector was driven apart, leading to much discontent and lack of trust. Defining and committing to a common strategic intent was not on the agenda. In 1996 and 1997 the aviation sector started to join forces to deal with their collective future much more efficiently. This resulted in a independent report on the 'absurdities' of some of the named regulations, to political commitment to allow 100.000 additional aircraft movements in 2003, and a new environmental assessment study (four-runway system), which will lead to new noise-zones. In 1998 the aviation sector has strengthened its co-operation to prepare a lobby which has resulted in new growth opportunities (520.000-600.000 aircraft movements). At the same time the aviation sector is heavily involved in setting new environmental laws, including new mechanisms to monitor and enforce the named legislation. It is not unlikely that further steps will be taken to integrate the critical business functions of several parties, to deal with both environmental limitations and operational excellence. If the aviation sector cannot deal with e.g. the current punctuality problems (locally and in the European airspace), it will not be able to meet customer demands for increased mobility, cheap and reliable travel, while maintaining public faith in our 'licence to operate'. It is our firm belief that we will have to build on our experience. We will have to look for new ways to balance economic, environmental and social goals to achieve sustainable development in the long term. Customers will judge us by asking us to 'show them'! what we truly achieve.
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