A Much Better model for travel

We started Much Better Adventures with a single-minded goal:

To protect the world’s wild places, one adventure at a time.

We’re on a mission to build the world’s most positive impact adventure company, because our planet is under threat, and we believe adventure holds some of the keys.

Our model is designed so that the bigger we get, the more good things happen. We call it the Triangle of Good, because it covers three key areas;

1. Reducing carbon

We measure and report on our carbon footprint annually and have a transparent carbon reduction plan in place that you can follow here.

5% of our revenues (not profits) go in to conservation and re-wilding projects chosen for their potential to remove many times more carbon from the atmosphere than enter it as a result of our trips.

We also lead co-ordination of the Tourism Declares a Climate Emergency movement, which we co-founded.

2. Benefiting local communities

Working with 100% local businesses, our platform model ensures of every $100 spent, $80 on average goes into the local economy. The UN reports* that that number is as low as $5 for typical mass tourism, which we think is plain criminal.

This is incredibly important for conservation, because it creates viable local economic alternatives in rural areas, and increases the value of conserving natural landscapes.

3. Backing important conservation work

As well as donating 5% of our revenues to conservation work, we work with non-profits, NGO’s, conservationists and activists to campaign on important issues, and design adventures that can make a difference.

Check out Adventures Not Dams, a campaign to raise awareness of controversial plans to dam the Vjosa, Europe’s last free flowing river.

We ran rafting trips on the river and created a mini-documentary which got featured in international press, including Guardian and Telegraph. The dam was due to be built in 2018, and due to international pressure it is now being reviewed in Brussels.

Next steps

We aim to be one of the most planet-positive businesses out there, and provide leadership for our whole industry to improve. It’s a journey, we’ve made a start, but there is a long way to go. Our short-term roadmap includes;

  • Becoming certified B corp.
  • Linking every trip with a local conservation project it directly supports.
  • Working with local partners to publish a transparent local economic impact score for each trip.
  • Going single-use plastic free across all our trips.

Constant improvement

We don't claim to have all the answers, but are committed to transparently sharing our progress and learnings, and invite feedback at any time to help us improve.

Ultimately we do believe that that travel, rather than part of the problem, can be a major part of the solution. Too often it is not.

For us, it's a mission, a philosophy and a way of life.

We owe it to the world to never stop working at it.


*see the UNWTO global report on adventure tourism.