In November 2024, the Adventure Travel Trade Association and Tomorrow's Air, in partnership with Innovation Norway, brought together 50 travel business leaders from around the world to address the climate crisis in their industry. We asked them: As a travel company, what motivates you to incorporate climate action into your operations?
Their answers were deeply personal and yet strikingly similar. Travel is a lens that shifts perspectives, a force that opens minds and borders. From glaciers in Iceland to quiet trails in Colorado, experiencing the world firsthand fosters a profound appreciation for its beauty—and a growing urgency to protect it.
For many, adventure travel is what brings these leaders hope, inspiration, and agency in the face of the climate crisis. Walking in nature, the vastness of the world becomes undeniable, and the usual sense of human dominance fades. In that quiet recognition, there’s a call to action: ensuring that future generations—our children, our friends, and those yet to come—can experience the same awe and connection we do today.
The businesses leading this movement are already taking steps. From decarbonizing operations to educating travelers, they are demonstrating that adventure and responsibility can go hand in hand. Their work serves as a reminder that travel isn’t just about seeing the world—it’s about shaping the future we want to create.
To get involved yourself, contact us!
In this video
Peter Nocchiero, Alternate Future
Aranzazu Orbezo, Parallel Carbon
Court Whelan, Natural Habitat Adventures