Cape Town has been working towards becoming a more responsible tourism destination since 2004. This included creating a Tourism Development Framework in partnership with stakeholders and adopting a Responsible Tourism Policy and Action Plan in 2009. The policy focuses on seven priorities for sustainable tourism development. Cape Town received an award in 2009 for being the best responsible tourism destination. However, implementing responsible tourism practices across the industry remained a challenge due to issues like lack of resources and incentives. Efforts continued through 2012 to engage operators and collect data on responsible tourism indicators.