I've spent years working at the intersection of travel and community impact. The question I get asked most is how we reduce the damage travel does; but I think that's the wrong question entirely.
For as long as I can remember, sustainability in travel has been about reducing harm. Fewer flights. Smaller footprints. Offset programmes. The whole conversation carries an unspoken apology, as if travel is something the industry needs to constantly defend. But reducing harm and generating good are not the same thing; and the difference between those two ambitions is where the real opportunity lives.
