Adventure Connection unveils sustainable fam trip initiative

Representation agency The Adventure Connection has launched a sustainable fam trip initiative, believed to be the first of its kind in the industry.

It aims to provide “complete transparency” about the impact of fam trips on the environment, culture and economy of destinations visited.

The scheme identifies positive sustainable elements in each trip, along with calculations of the carbon emissions, including international flights. Results are collated into an impact report, to be published when promoting the trip to the trade.

Mark Wright, founder of The Adventure Connection, said: “Sustainable travel has always been vital to us, and we want our fam trips to be completely transparent and operated in the most sustainable way.

“The sustainability credentials and initiatives that we now report on sends a very clear message to both tour operators and suppliers.

“It adds an extra level of detail for tour operators, ensuring they select the right in-country partner and demonstrates that our DMC [destination management company] partners are dedicated to protecting the beauty and unique characteristics of the destination.”

The Adventure Connection has partnered with carbon consultancy Ecollective, to measure the carbon impact of the trip, and sustainable tourism consultant Just Tourism, to help to measure and educate about the cultural, economic and conservation impacts.

It has published impact reports on its first three fam trips of 2024 – in Botswana, Vietnam and Ghana – with more to come during the year.

Wright said: “We hope that it will inspire operators and DMCs to turn the magnifying glass inward on their own practices while also highlighting the good work being carried out by our clients to protect their local areas.”