Recently, I had the honor of being in the company of some of the brightest minds in sustainability, attending the Virtuoso Impact Summit in the breathtaking city of Madrid and all it has to offer. This was not a conference of the conventional type, rather it has evolved into a think tank. This was the second annual collective, dedicated to purpose-driven luxury travel, bringing together roughly 100 of the industry’s most influential voices to the intersection where luxury and sustainability merge.
Sharing the stage with thought leaders from Shaikha Al Nowais, Secretary General of UN Tourism; and Nathan Lump, Editor in Chief of National Geographic; to Vittoria Ferragamo speaking on regenerative agriculture, was certainly a high water mark.
I especially loved sharing data from our proprietary travel job creation algorithm which took a year to complete, along the recent studies by leading universities on the positive health effects responsible travel has on our bodies, was a true joy.
Now it wasn’t all work. Madrid had a vibe to it, so much so that I was literally suggesting to one of my colleagues to actually move there! I know, what was I thinking….
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At Big Five Tours & Expeditions we pour ourselves and our data into quantifiable progress on the sustainable travel front, showing clear positive KPI results that justify the business case for responsible journeys.
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