Responsible travel needs a rebrand.

Let’s be honest - we know it’s important, but it doesn’t sound very exciting. We need to move away from bland green websites, generic stock photos of nature, and discussions revolving solely around reducing plastic bottles and reusing towels. 

Sustainable travel is about so much more than the environment—it’s about celebrating culture and championing communities. It’s about the historic family-run shop being pushed out by gentrification, the residents being exploited by all-inclusive resorts, and the women’s co-op fighting for fair wages while preserving traditional crafts.

If we want travellers to care—and to spend with your business—we need to tell better stories and more human stories that everybody can connect with. That’s where I come in.