Travelers and industry professionals alike have been urged to rethink their approach to tourism, as evidenced by the conclusion of Adventure World’s inaugural Travel with Purpose Ambassador Famil. This initiative, developed in partnership with Karryon, Air Canada, and Destination British Columbia, was designed to foster a new perspective—one that emphasizes sustainability, cultural immersion, and regeneration.

Through this pioneering famil, participants not only explored the stunning landscapes of Victoria, Whistler, Squamish, and Vancouver, but they also engaged with Indigenous leaders, conservation advocates, and eco-conscious businesses. This experience demonstrated how tourism, when undertaken thoughtfully, can contribute to the well-being of both people and the planet.

Victoria: Merging History, Innovation, and Nature

The journey began with a seamless Air Canada flight from Australia to Vancouver, followed by a short scenic hop to Victoria, a city that harmonizes tradition with forward-thinking sustainability. This land belongs to the Lekwungen-speaking peoples, now known as the Songhees and Esquimalt Nations, whose rich cultural heritage continues to shape the region.

A gentle antidote to jet lag, the group embarked on an immersive nature experience—wandering through moss-laden rainforests, tracing salmon streams, and marveling at frozen waterfalls. The Malahat SkyWalk offered sweeping views of the Salish Sea and the distant Olympic Mountains, a breathtaking introduction to British Columbia’s pristine beauty.

The group was hosted at the historic Fairmont Empress, an eco-luxury landmark renowned for its commitment to sustainability. With over a century of history, the Empress now leads in green hospitality, setting a precedent for the future of luxury accommodations.

IMPACT 2025: Shaping the Future of Regenerative Tourism

A key highlight of the trip was the IMPACT Sustainable Travel & Tourism Summit, where over 350 tourism professionals from across Canada and beyond gathered to discuss how the industry can leave a positive legacy. The discussions underscored the need for a shift from sustainable tourism to regenerative tourism, a philosophy that seeks not only to minimize harm but actively contribute to the restoration of natural and cultural ecosystems.

The event also provided opportunities to experience firsthand Victoria’s commitment to sustainability. A whale-watching excursion with Eagle Wing Tours introduced the group to local marine wildlife, while storytelling sessions with Songhees First Nation Elder Cecilia Thomas deepened their appreciation for Indigenous perspectives. Further engagements included a visit to FED Urban Agriculture and a talk with Big Wheel Burger, Canada’s first carbon-neutral fast-food restaurant.

Key takeaways from the summit included:

• Stop marketing “sustainable tourism” separately—ethical travel practices should be the norm, not a niche.
• Shift from sustainability to regeneration—tourism should actively restore and enhance communities and environments.
• Travel agents must become advocates—advisors shape traveler choices and should prioritize partners with eco-conscious values.
• Collaboration is key—sustainability is a shared responsibility, requiring knowledge exchange and industry-wide cooperation.
• Positive messaging works—fear-driven climate discourse is less effective than hopeful, solution-oriented storytelling.

Whistler: Beyond the Slopes

After the summit, the group took a Harbour Air seaplane to Vancouver before embarking on the iconic Sea-to-Sky Highway to Whistler. While the town is globally known for its ski culture, the journey revealed a lesser-known but equally captivating side of Whistler—its deep connection to Indigenous traditions and ecological conservation.

A night-time Vallea Lumina forest walk told the mystical tale of a hidden valley where stardust imbues all living things with light. The following day, a guided snowshoe trek along the Medicine Trail revealed ancient plant-based healing practices still honored by local First Nations. This was followed by an adrenaline-fueled Ziptrek Ecotours experience, soaring above the snow-laden forest canopy.

The group also visited the Audain Art Museum and the Squamish Lil’wat Cultural Centre, which introduced them to the rich artistic and historical legacy of the Sḵwx̱wú7mesh and Lil̓wat7úl Nations.

A fitting finale to Whistler was a mountaintop fondue feast at Crystal Hut, where guests enjoyed a cozy, firelit dining experience as snowflakes drifted around them—a reminder of the magic that mindful travel can bring.

Squamish: From Logging Town to Regenerative Tourism Hub

A short drive from Whistler, Squamish has transformed from a resource-extraction town into a leader in sustainable outdoor adventure. The region, which takes its name from the Sḵwx̱wú7mesh Nation, is revered for its natural splendor and has taken significant strides toward regenerative tourism.

Known as the bald eagle capital of the world, Squamish hosts thousands of migrating raptors each winter. The Sea-to-Sky Gondola, which operates on renewable energy and follows a seven-generation sustainability model, has become an icon of responsible tourism. A snowshoe trek through this winter wonderland, referred to by guides as “Narnia in real life,” further reinforced the destination’s serene and otherworldly charm.

Beyond adventure, Squamish boasts a growing movement of women-led wellness retreats, craft distilleries, and local culinary initiatives. The group stayed at Sunwolf Riverside Resort, a peaceful retreat that eschews WiFi in favor of digital detox and nature immersion.

Vancouver: Balancing Urban and Environmental Sustainability

The final leg of the journey led back to Vancouver, where travelers experienced the city’s renowned harmony between urban life and nature. Despite rain showers, a Stanley Park Seawall walk allowed for reflection on the trip’s overarching theme—how tourism, when done right, can enrich both visitors and the places they explore.

A Gastronomic Gastown Tour offered a taste of Vancouver’s vibrant food scene, with stops at Petricor Social, Monarca, and Kozak, where Ukrainian cuisine like Borsch and housemade pierogies highlighted the city’s cultural diversity.

Final Reflections: Travel as a Catalyst for Positive Change

James Cracknell, the Travel with Purpose competition winner, noted that this experience had inspired him to rethink how he presents sustainable tourism to his clients. Rather than treating it as a niche product, he now sees it as an essential element of all travel experiences.

Liz Glover of Adventure World added that the trip reaffirmed her belief in the transformational power of travel. “It’s difficult to put into words the emotional shift that happens when you experience destinations in such an authentic, responsible way,” she said.

Making Travel Matter

Adventure World continues to champion Travel with Purpose, curating tailor-made experiences that leave a positive footprint. Through initiatives like MAKE TRAVEL MATTER® Experiences, travelers can participate in Indigenous-led wildlife tours, conservation efforts, and community engagement projects, ensuring their journeys contribute to a sustainable future.

The famil’s impact reaches far beyond its participants. By integrating sustainability, respect for local cultures, and regenerative principles, travel professionals worldwide can reshape the industry—one conscious journey at a time.

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