Founder Victoria Smith has worked in tourism for over 20 years, and sustainable tourism for over 10 years, in destinations, marketing and ecommerce, heading up operations abroad and online for major tour operators, online travel agents and media, in mass market tourism, ski, safari, charity challenges and volunteer tourism, for NGOs and sustainable tourism accreditation organisations. She’s been a ski guide and resort manager, but it was a trip to Kenya that opened her eyes to her vocation, since when she’s qualified as a game ranger in Africa and voluntarily led charity group trips annually. ‘Too many’ personal highlights include hiking Kilimanjaro, kayaking the lower Zambezi, trekking in the Sahara and Himalayas, helping conservation in the Galapagos and Madagascar and watching turtles hatch in Costa Rica. Academically, Victoria has an MSc in Responsible Tourism Management, gaining a distinction for her published thesis on online marketing and greenwashing of sustainable volunteer tourism. Victoria frequently advocates sustainable tourism as a guest writer and speaker at industry events.