I work at the intersection of tourism, climate, and systems change, helping the sector towards a just transition.

My focus is in writing, advising, strategy, and convening. I co-founded Tourism Declares a Climate Emergency and co-authored the Glasgow Declaration on Climate Action in Tourism. Since then, I’ve worked closely with destinations, regional authorities, and international organisations to support climate action planning rooted in justice, accountability, and care.

My approach blends systems thinking, clear strategy, and quiet disruption. I focus not only on what tourism needs to do, but on the conditions that allow real change to happen: context, relationships, stories, and the structures beneath the surface.

I walk in mountains, grow trees, and keep bees. I work for the possibility of something better.

Recent Projects

I co-authored the first industry guide on Climate Justice for the Tourism Industry (2024)

Climate Justice in Tourism Guide

I wrote a guide (and supporting toolkit) for DMOs looking to develop their own Climate Action Plans (2024)

I wrote the Climate Action Roadmap for the Finnish Tourism sector in collaboration with Visit Finland (2024)

  • "His human-centred approach makes him not just an expert, but a trusted guide in navigating climate transformation."

    Liisa Kokkarinen, Head of Sustainable Development, Visit Finland

  • "One of the key figures responsible for driving the sustainable tourism agenda forward in recent years."

    Rachel McCaffery, Sustainability Lead, Visit England

  • "One of the most professional people I have ever worked with."

    Claire Parfitt, Senior Commissioning Editor, CABI

  • "One of the most innovative leaders in sustainable tourism."

    The Long Run

Books

“If you believe in the possibility of improving our world through travel, it is a must read.”

Kelley Louise
Impact Travel Alliance

“A special piece of travel publishing, one far more ambitious than anything I've seen from its competitors.”

Ethan Gelber
WHL travel

Articles

Featured
To Go or Not to Go: The Ethics of Co-Stewardship in Tourism and AI
To Go or Not to Go: The Ethics of Co-Stewardship in Tourism and AI

An experiement in and exploration of the shared roots and routes of AI and Tourism, of connection, performance, and the ethics of navigating a world where much has been — and will be — lost

Time for something different…
Time for something different…

The age of unfettered long haul travel is – though its proponents will deny it for some years yet – coming to an end. It is time to learn to appreciate closer, smaller things. Build a world that celebrates difference, not distance.

Tourism needs new stories
Tourism needs new stories

Stripped away of all the commercialising, the pointless plastic souvenirs, the tick box FOMO, the binge flying, tourism is at heart something very, very special, and increasingly needed.

Tourism is not working. And that’s a good thing.
Tourism is not working. And that’s a good thing.

What if the solutions to the world’s biggest challenges come not from doing more work, but from doing less? What role does tourism play then?

Clients & Partners