

2023 has felt like a hallmark year of change and evolution at The Conscious Travel Foundation.
We’ve continued to focus on connecting our members, learning together and supporting some extraordinary community-driven projects around the world, whilst expanding our collaborative reach to networks beyond our own. We’ve focussed on refining our processes across the board, from integrating a new CRM to help with member management as we grow and scale, to investing in transforming our philanthropy programme.
In September, we were lined up to deliver a panel at PURE on accessible travel, alongside mentor Sophie Morgan and members ÀNI Private Resorts and Dive Butler. As an earthquake rocked Marrakech, our team on the ground focused their efforts on supporting the local community, whilst the team in London hosted a fundraising event alongside Juliet Kinsman to support the work of The Intrepid Foundation in Morocco.
In November, we hosted our inaugural fundraising auction at The Conduit in London, welcoming members and friends of the Foundation for a night of connection and generosity, with a healthy dose of fun thrown in for good measure. It was a fantastic event and we ’ re excited to be hosting another in 2024. As a small team, we are grateful for the support of our team of mentors and wider network for their support, contribution and belief in our mission without which, we would be unable to deliver our programme and grow our impact.
We’re proud to be sharing our 2023 Impact Report and look forward to continuing our journey into 2024 and beyond.
Our members share a common goal - prioritising purpose alongside profit so that travel leaves a net-positive impact on cultures, communities, wildlife and habitats around the world.
We provide educational content and contacts that empower our members to make changes in their businesses and destinations, through our programme of thought leadership, mentorship and collaboration with industry experts.
The Conscious Travel Foundation is a registered Community Interest Company (CIC) and grant-making organisation, supporting multiple grass-roots projects around the world through our Member Directed Giving and our Community Impact Fund initiatives.
connecting good people
“When we travel, we have the opportunity to connect with new communities and cultures. We see different ways of living which can inspire us, challenge us, remind us of what matters. Every time I connect with the Conscious Travel Foundation and its members, I’m travelling into a dozen new worlds. We teach each other. We learn from one another. The simple sharing of ideas, challenges, frustrations and successes is inspiring, reassuring and on a practical note, useful. These conversations open eyes and minds. They show us another way to approach what seems familiar. The Conscious Travel Foundation consistently reminds me that even in business, not everything is a transaction. There is so much value in the exchange of experiences, and it makes our community all the richer – for its members, for travellers and most importantly, for the incredible communities and glorious ecosystems that make travel everything it is”.
Our active community of like-minded global travel businesses are at varying stages on their positive impact journey. At the end of 2023, our membership numbered 70 travel businesses from 21 countries around the world.
We welcome members from across all sectors of the industry:
Hotels, lodges and operators
Guides and operators
DMCs
Travel designers and tour operators
Consultants
PR and marketing businesses
Journalists
Providing content and contacts that empower members to make changes in their businesses and destinations, our education programme is developed alongside our mentorship team which includes luminaries such as journalist and sustainability expert Juliet Kinsman, accessibility campaigner Sophie Morgan and writer and author Nina Karnikowski.
Our mentors are true experts in their fields in topics from climate change, conservation, ED&I and accessibility, who codesign content to inspire, educate and turn intent into action.
“Travel and tourism is a huge and diverse sector that can feel fragmented and very overwhelming. A sense of community is vital to support purposeful travel businesses looking for positive impact and The Conscious Travel Foundation does a fabulous, important job in this area. The Foundation connects the right people, inspiring, supporting and encouraging their members. Senderos is proud to be one of the founding members of this brilliant organisation which was one of the brightest lights during the dark days of the pandemic. It has continued to adapt and gone from strength to strength, growing and nourishing its membership, and together, our ambitions grow too - to prove the case of tourism as a force for good, for conservation, community and culture, for better business.”
“Travel has always been both thrilling and dangerous. You never know how a new land is going to change you; it never knows how you ’ re going to change it.”
Hanya Yanigara
In November 2023, we hosted a fundraising auction at The Conduit, London, sponsored by member, ÀNI Private Resorts. In attendance were over 100 members, industry friends and guests who joined us for an evening of connection, bidding and making a difference.
We kicked off the evening with a uplifting and inspiring keynote from Steven Overman, touching on the power of travel, the future and why we all need to remain optimistic.
Master auctioneer, Henry House, joined us from Sothebys to steer the brilliant live auction - he is a master of his craft and galvanised the room into bidding on some truly incredible prizes donated so generously by members, friends and industry colleagues.
With generous support from members ÀNI Private Resorts, and co-founders AW Private Travel and Katie Terrington Private Travel, and all our generous prize donors, after event expenses, we raised a total of £57,000 towards the operational costs and grantmaking initiative for the foundation.
In order to increase our grant-making capacity in line with our objectives and meet ongoing financial commitments that allow us sustain and grow our operations, we have set a fundraising goal from our events of £50,000 each year. The auction will become an annual event and we are excited to be in the planning stage for our second auction in November 2024.
This year we were fortunate to take part in Women in Travel’s Male Allyship Network, a cross-industry Male Allyship Network in travel and tourism that aims to foster mentoring and the sponsorship of women, particularly those from underrepresented groups. Backed by 30 industry leaders, its members are some of the highest-profile male professionals in travel and tourism. Maudie and Olivia were accepted onto the mentorship programme as a duo, and paired with male ally, Finnbar Cornwall, COO of Google UK.
Under Finnbar’s mentorship, Maudie and Olivia have been focussing on strategy, growth and partnerships and look forward to continuing their mentorship into 2024. They have also enjoyed connecting and collaborating with other female founders in the travel industry and attending many of the Women in Travel CIC networking events.
Grow our community by 50% next year
Grew membership by 20% through networking events, tradeshows, and member referrals. We implemented a new integrated CRM system for member management, to reduce the amount of time the team were spending on membership administration, and support further growth in 2024.
Deepen our relationship with aligned industry organisations such as The Long Run, BCorp, and Women In Travel CIC
Co-hosted two panel discussions alongside The Long Run. Maudie and Olivia joined the Women In Travel CIC network through their Male Allyship Programme (mentored by Finnbar Cornwall, COO, Google UK). Attended Travel by B Corp events and championed the B Corp movement through our network and groups.
of community amongst our members
Hosted our first in-person fundraising event for over 100 people. Connected our members via regular online ‘meet the members’ sessions, and at tradeshows.
Grow our community to 100 members by the end of 2024, through proactive outreach, open sessions to engage potential new members, and through partnerships and speaker engagements.
Introduce a corporate membership tier for larger travel businesses, particularly for tour operators and agent members.
Increase the regularity of our popular ‘Meet The Members’ sessions to foster deeper connection and knowledge share as our community grows.
Host another in-person event in November 2024 to bring our members together.
Continue to deepen relationships and participate in other like-minded networks, like Women In Travel CIC, and on strategic partnerships with members like Weeva.
The Conscious Travel Foundation provides educational content and contacts that empower our members to make changes in their businesses and destinations. From expert-led panel discussions and small-group round tables, to one-to-one consultations, our sessions are designed to inspire, educate and help to turn intent into action.
With topics ranging from getting certified, through to evaluating your supply chain and accessible, inclusive travel, The Conscious Travel Foundation takes a holistic approach to changing our industry for the better.
“NINE has a huge responsibility when it comes to assessing our members’ impact on people and the planet as we handle the travel arrangements for the world’s top 1%. Joining TCTF in January 2023 has opened our eyes to the many creative ways in which we can not only reduce our members’ carbon footprint but also design itineraries with a considerably lower impact on the environment. Over the year, we had the fortune to join many interactive webinars and in-person events, the most useful being these three; 1) indigenous tourism and experiences, 2) introduction to philanthropy and 3) how to avoid greenwash. As a small company, having access to TCTF's current and informative learning programme (and brilliant like-minded members) is priceless and we look forward to supporting the team as the Foundation grows from strength to strength.”
TIMMY COLES-LIDDLE. NINE
We were due to deliver a panel discussion at PURE’s Open House in Marrakech in September 2023. Alongside mentor Sophie Morgan and members Henny Frazer (ÀNI Private Resorts) and Alexis Vincent (Dive Butler International), our session focussed on how, as an industry, we need to prioritise and facilitate accessible travel.
Late in the evening of Friday 8th September, Marrakech and the surrounding areas were rocked by a 6.8 magnitude earthquake. Our team and our members on the ground in Morocco were safe, but the aftermath of this unexpected natural disaster has caused untold damage to the High Atlas Region, where thousands of lives were lost.
PURE was cancelled and our efforts shifted onto raising funds for those worst affected on the ground, and rallying together as an industry to collaborate in the wake of this crisis, and future crises and natural disasters.
In the days that followed, we hosted an event in London alongside Juliet Kinsman, raising over £11,000 for the Intrepid Foundation’s Earthquake Relief Fund, and bringing together inspiring speakers who shared insights on the best practice industry response to future crises. The Conscious Travel Foundation handled all the ticketing and donations and co-ordinated wiring the funds to Intrepid.
Thank you to everyone that joined us at the event, to the generosity of The Montcalm London, SLH, the PC Agency, and to all those who showed their support and concern from afar.
Grow our peer-to-peer community learning and create a sharing culture to aid businesses transformation
6 ‘The Forum’ sessions with Portia Hart on topics from micro-funding, to carbon offsetting and preservation of cultural heritage. 3 workshops and clinics hosted by Lemongrass Marketing
Continue learning and educating our members on accessible, inclusive travel
Olivia became Inclu verified. We prepared a panel for PURE with mentor Sophie Morgan on accessible travel. We generated trade press coverage prior to PURE, however were unable to amplify the conversation as planned due to the earthquake in Marrakech
Help our members take actionable steps towards carbon reduction and removal
3 free Carbon Clinics with ecollective, providing members with a practical workshop and tools for carbon calculation. We hosted a discussion with ecollective and carbon experts Klimate for our members and became a Carbon Literate organisation
Provide thought-leadership on some of the bigger picture issues in our industry
Made 2 expert-led panel discussions open to non-members
— Indigenous Tourism and Sustainable Marketing with CISL. Hosted Sustainable Supply Chains inviting The Long Run members. Funded and published an industry-wide research paper “Navigating The Landscape of Philanthropy”
Launch certified Carbon Literacy Courses in partnership with ecollective for members.
Research and create a shared ‘Climate Fund’ for members of the Foundation, enabling them to contribute to best-in-class climate and ecological projects as part of an overarching climate action programme.
Curate a talk on Philanthropy for Open House at PURE, based on our research and whitepaper.
Since our inception, we have continuously been asked by our members for a guide on the questions they should be asking when seeking sustainability in travel and why — to utilise at tradeshows, fam trips and during meetings. The guide is in development, in collaboration with our members, mentors and wider network, and will be released in 2024.
£48,000 committed to the first community impact fund grants
£15,000 RAISED through our Member Directed Giving initiative
25 local projects supported by The Conscious Travel Foundation
2 COMMUNITY IMPACT FUND GRANTS FUNDED
1 “Navigating The Landscape: Models of Philanthropy In Travel and Tourism” whitepaper RELEASED
“Give through us, not to us”
In spring of 2023, we initiated a comprehensive assessment of what we formally referred to as our ‘Fundraising Pillar’. As our membership grew, we felt a deep responsibility to ensure that our donations had a lasting impact, and that we had a robust process and clear criteria in place for beneficiaries.
Since our inception, the Foundation had gifted £36,000 in one-time donations from what was formerly known as our ‘Main Fund’, in addition to the smaller local donations made directly by our members in the name of the Foundation. We decided we wanted to create a longer term impact with our larger donations, supporting projects clearly linked to tourism, that would benefit from being part of our membership and supported for a longer period of time.
We engaged the services of Caliopy Glaros, of Philanthropy Without Borders to develop a robust criteria and a framework for our grantmaking.
THE PROCESS
The initial assessment engaged a diverse group of 12 respondents, including mentors, members and founding members of the Conscious Travel Foundation, and highlighted the programme's strengths and areas for improvement.
Caliopy also undertook extensive industry research into different models of philanthropy within tourism, and engaged a selection of peer organisations in the study, to identify opportunities for the Foundation.
THE CHANGES
We implemented a robust internal strategy and process for our grant making, including accompanying collateral, communications and scoring rubric. What was formally known as our ‘Local Fund’ is now known as Member-Directed Giving (see page 28.)
The Main Fund has now transformed into the Community Impact Fund (see page 31.)
We recruited a philanthropy committee to help us evaluate the projects nominated to receive the Community Impact Fund, comprising members, mentors and external experts. We welcomed Caliopy to the Foundation as a mentor.
"It was truly an honour to be involved in shaping the strategy for The Conscious Travel Foundation's philanthropy programme. Working alongside their team, I was deeply impressed by their innovative ideas and forward-thinking approach. I am grateful for the opportunity to contribute to their mission and am excited to see the positive impact their programme will undoubtedly have on the travel industry and beyond!"
What was formally known as our ‘Local Fund’ is now known as Member-Directed Giving.
Our hotel, DMC, guides and operators on the ground in destination will continue to give their portion of the membership donation directly to organisations of their choice, but they will now also have the opportunity to nominate their chosen project to receive the Community Impact Fund (see below). Their project selection is also guided by the principles in our strategy and framework.
Find out more about the projects our members supported through this initiative
“What drew me to Reef2Reef was its comprehensive approach to coral restoration. The project is not just about restoring coral reefs; it also involves the participation of the local community, creating a unique opportunity to develop a truly significant sustainable tourism model. Since we began our collaboration with Reef2Reef in 2021, we have worked together to design and develop what will soon become the first underwater museum of Panama.
The concept of this museum is both innovative and culturally significant. We are designing art sculptures that represent the local Congo culture, using them as bases to insert fragments of healthy coral from the coral nursery. These fragments will grow and eventually cover the entire sculptures, creating artificial reefs in areas where the coral has been heavily affected. This initiative not only aims to restore coral reefs but also to educate locals and visitors on the importance of ocean conservation, preserve the local culture, and most importantly, positively impact the local economy by attracting visitors who will spend in local businesses.”
— Jonathan Zelcer, President and Founder, Truly Panama
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The Main Fund has now transformed into the Community Impact Fund.
The Community Impact Fund now offers a comprehensive award, spanning three years and comprising a grant of £24,000 (£10,000 in year 1, £8,000 in year 2, £6,000 in year 3), membership benefits, and vital networking support, all aimed at ensuring the long-term financial sustainability of these projects. The Foundation's approach champions grassroots initiatives worldwide, emphasising their potential to generate income through tourism activities.
All members are able to nominate organisations and projects, in addition to the Member-Directed Giving projects being invited to apply for The Community Impact Fund. We see our members in destination providing a vital channel for identifying projects.
The recipients of the Community Impact Fund will be chosen by a Philanthropy Committee, composed of 10 volunteers comprised of members, mentors and external experts. At the conclusion of the award cycle, we hope that our grantees will consider serving on the Philanthropy Committee to carry a vote in selecting the next project. Two organisations were chosen in 2023, and we will review proposals again in 2024.
Spearheaded by TCTF mentor and member, Ang Tshering, Phaplu Mountain Bike Club are developing new economic opportunities through tourism for the youth of the Nepalese Himalayas. They are working towards building a new mountain biking industry in the region, with long-lasting economic and social benefits for this remote rural community. The Community Impact Fund will be invested in building a new centre, and providing training for Phaplu’s mountain biking professionals.
Watch the Video
“The Phaplu Mountain Bike pump track and the children’s park have been the center of the community since its establishment. It has been a local landmark now for children to gather, and visitors also to use. Every day after school, we have children coming to play, and also during the holidays. Parents are happy to have a safe ground for their children to play and acquire new skills. My hope for the future, especially for the children of Phaplu, is that they grow up together with other children from the community, sharing an activity they all enjoy, fostering lasting friendships, and at the same time, the skills that they develop now become an asset for them in the future, providing them with many opportunities, from being national athletes, local heroes, or entrepreneurs. I also hope that this instills in them a love for their community that they will always carry in their hearts and not have to leave for opportunities elsewhere.”
Sama Sama International is a new social enterprise, with a purpose of creating synergies between people with experience of marginalisation, and the tourism, events and heritage industries. As an extension of the award-winning work being done by Unseen Tours in London over the past 13 years, where they have helped people with experience of homelessness to curate and lead their own walking tours of London, Sama Sama International has the goal to provide even more marginalised communities the opportunity to curate and take ownership of their walking tours.
Based in Brasília, TransStories is a new project spearheaded by Sama Sama International that directly addresses gender equality and social inclusion for the Trans community, through offering alternative opportunities to marginalised women to gain meaningful employment in the travel sector. Through providing training on all things from tour curation, delivery, customer service, operations and sales, the idea is to enable communities to take ownership of their own tourism enterprises that not only provide a new source of income, but also allow them to curate authentic ways to experience their cities, providing a new perspective for locals and visitors alike. The Community Impact Fund will be used to fund the first phase of the project.
“It is a huge honour for us to receive the Community Impact Fund which is helping with the initial stages of development of the Trans Stories project in Brasilia. Having already worked with people with experience of homelessness, survivors of human trafficking and modern slavery, as well as refugees to create similar tours, the vision is to help many more diverse communities to create enriching experiences built from the ground up, amplifying diverse stories that don't often get told, and encouraging long-term positive social and economic impacts through the inclusion of disadvantaged people that usually get excluded by the tourism sector in destinations around the world.”
JAYNI GUDKA, SAMA SAMA
As part of our strategy to develop our grant making, we also commissioned a research paper that explored philanthropic models within other travel and tourism organisations to compare approaches and determine the best course forward.
The study, available to the wider travel industry as a whitepaper, encompassed 45 organisations with distinctive methods of programme structures, funding distribution, project selection, and impact assessment.
You can access the white paper here.
Navigating the Landscape: Models of Philanthropy in Travel and Tourism
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Worked with Philanthropy Without Borders, in consultation with a working group of 12 members and mentors, to create a long-term strategy and monitoring framework. Rolled out the strategy and process from October 2023 until February 2024, with the help of a 10-strong Philanthropy Committee of members, mentors and external experts, engaging in a three-step review and selection process
%
Whilst we grew our membership by 20%, we still had a significant gap in funds to support 2 project grants, and fund our operations. We hosted the fundraising auction to close this gap for 2023
Introduced a new grant-making strategy of £24,000 over 3 years, moving away from single donations to longer term support
As we go through our first year of the grant cycle, we will refine the process and accompanying documentation, taking into account feedback from our philanthropy committee, applicants and grantees, ready for the next grant cycle beginning in October 2024.
For the 2024/25 cycle, based on the revenue generated from our events, we will review the number of grants we can support. Our goal is to support 2 new projects annually, eventually with 6 projects running at anyone time. Whilst the new process beds in, we will review if we ’ re able to support 1 or 2 projects for 2024/25.
Host a fundraising auction in November 2024, with a dual focus on fundraising and connecting our members. Following the success of the 2023 event, we will be seeking further sponsorship and more auction lots from our network.
meet our members
We are proud to welcome members from across the travel industry, at all stages of their sustainability journey. Our close-knit community continues to drive the evolution of the foundation, sharing successes, struggles, innovations and ideas with the aim of influencing positive change in tourism.
Membership to The Conscious Travel Foundation is reviewed annually to ensure that our members continue to take strides towards being more sustainable, purpose-driven businesses. During this process, our members share their achievements and goals for the year ahead.
Over the next few pages we shine a light on some of our members and their contributions to both the Foundation and the wider travel industry.
“When we first launched, our decision to join the foundation was driven by our desire to become part of a community dedicated to sustainable travel. Joining the Foundation has provided us with invaluable continuous learning, collaboration, and support. We've gained profound insights into developing a sustainable travel brand. The most significant lesson we've learned is that sustainability begins with small actions and we've started by prioritising ethical and sustainable values in our supply chain.
We've also had the honour of supporting causes that hold a special place in our hearts here in Kenya. Our selected charity, The Local Ocean Trust, was recognized as a nominee for the prestigious annual Community Impact Fund, an incredibly gratifying experience that brought them valuable visibility. Moving forward, we are excited to utilise TCTF's platform to shed light on up-and-coming charities making a remarkable impact, and to amplify awareness for their inspiring initiatives.”
“We love being a member of TCTF. The community is a valuable resource where we share solutions to various issues, which is both inspiring and educational. The donation aspect of the membership also encouraged us to connect with local changemakers, which has been really successful here in the Maldives. We shared our wildlife policy approach in one session, which focused on educating guests and staff about marine and terrestrial wildlife. Our unique method, tailored to an island resort with over 20 nationalities, meant that the audience who tuned in could find some relevance to their own operations. This is the beauty of TCTF community.
I think our successes this year have been significantly in the inclusivity space, including being name ‘Responsible Hospitality Partner of the Year’ 2024 by Forbes Travel Guide was a really great honour for us. We have made some great progress in hidden disability awareness training with our team as well, working with MyHappyMind from the UK on mental health for themselves and also sensitivity to our guests who may have neurodivergent conditions and ensure we treat them with patience, kindness and respect.
In the future we plan to participate in more Conscious Conversations, as they are consistently insightful!”
As a non-profit Community Interest Company (social enterprise) we are legally bound to reinvest our profits into the community. We believe in transparency and wanted to share a financial overview so that our members understand how their membership fees are contributing to the ongoing operations of the Foundation and our philanthropy programme.
As 2023 came to a close, feeling like a well-established organisation, as a board we made the decision for Maudie and Olivia to run the Foundation full time, with Gemma coming on board one day a week to help with member management as the organisation grew.
The following page displays a financial overview of the Foundation’s accounts in 2023.
The funds raised from our events have enabled us to have cash flow to pay salaries in 2024, and to commit to supporting our 2023 grantees for 3-years, and further projects in 2024. Without ongoing fundraising from our annual event, and support from our sponsors, the foundation cannot cover it’s current commitments.
We are looking for longer-term corporate support and value-aligned partnerships to enable us to:
Grow our organisation and support our journey to become fully selfsustaining by increasing our membership to 150 members. Increased funding will allow us to add resources in both team members and systems to better support our current members, and attract and onboard new members.
Achieve our goal of supporting six projects annually by 2026. Continue to provide personalised support and courses as part of our learning programme.
total £136,000
TOTal £125,930
Regular membership to The Conscious Travel Foundation is GBP 1,200 per year. For larger agencies and operators, we have introduced a corporate membership tier at GBP 5,000 per year. Fees are split between membership and our philanthropic fund. Benefits include:
Connection with our global network of travel businesses
Participation in our online learning programme including expert-led online discussions, small-group sessions, workshops and webinars
Carbon education and certified courses with our carbon partner, ecollective
Participation in our philanthropy programme, including the opportunity to sit on the Philanthropy Committee
Opportunity to contribute to our Climate Fund, working with next generation biodiversity and carbon and GHG removal projects to mitigate unavoidable emissions.
Access to a members-only resource library, populated with videos of previous sessions, and a curated selection of articles, books, films, reports and podcasts
Connecting you with experts and consultants to help you increase your positive impact
Having worked as a travel writer for the past decade, Nina Karnikowski now writes about travel that conserves, educates and uplifts more than it destroys, and aims to demonstrate through her writing how travel can help solve societal and environmental problems. Nina sits on the Conscious Travel Foundation's mentorship team.
We’ve been supported by our co-founders and members in various different ways throughout our journey (see page 46). Our special thanks go to co-founder Henry Comyn and Joro Experiences who have been our key sponsor since 2022, co-founders Amy Welfare and Katie Terrington for their financial support in 2023, and to the team at Lemongrass Marketing who continue to support us pro-bono with our communications and PR.
We continue to seeking value-aligned partnerships and donations to grow the organisation and support our journey to become fully-self sustaining. Please get in touch if you’d like to learn more. THE CONSCIOUS
“At Joro, we believe that our greatest impact is enabling The Conscious Travel Foundation to continue it's fantastic work. By not working alone with our own foundation, but rather investing in The Conscious Travel Foundation, we believe that we will create sustained industry change.
Joro funding the philanthropy consultation with Caliopy Glaros is just one such example of this wider impact we’d like to have. We believe, that when properly delivered, philanthropy enabled by tourism can have a enduring impact on communities around the world.”
e c o n s ious travel fou n d a oit
w. theconscioustravelfoundation.com
e. info@theconscioustravelfoundation.com
i. @theconscioustravelfoundation