We must make sure trips are memorable for the right reasons

For most of us, travel is a joy. Very rarely do we ever genuinely ask ourselves, “what’s the worst that could happen?”.  

That question is fundamental to the Safer Tourism Foundation.  

As chair of the Safer Tourism Foundation, I believe wholeheartedly in the charity’s simple but vital mission: to save lives and prevent serious harm to travellers both at home and abroad.  

Today, it is with great pride that I now reflect on our work over the past five years as we publish our first ever impact report. This report marks a significant milestone, not just in terms of what we have achieved, but in how far the charity has come in building a safer environment for travellers.  

In an industry that brings so much joy and connection, it’s imperative that we also protect those moments from avoidable tragedy. And as travel continues to change and evolve in the post-Covid era, so do the risks of which we must be aware. That’s why our work – grounded in data, shaped by behavioural insight, and made possible through collaboration – is more essential than ever.  

Thanks to the support of our Safer Tourism Pledge partners, our evidence base of incident data is now representative of over 10 million trips a year, providing unparalleled insight into how, where and why travellers get into difficulty.  

Since 2019, we have tackled important topics in our campaigns and our work with the travel industry – from “Stick Together,” which helped halve fatal balcony falls in the Balearics, to “Pack Safe,” which brought the fatal risks of carbon monoxide poisoning to national attention and into government debate.

We have begun to explore the impact that the rise in life-threatening food allergies will have on the way we travel, as well as the increasing risks that come with a warming world.  

None of this would be possible without the generosity and engagement of our partners, supporters and the wider travel community. I want to thank every individual and organisation that has signed the Safer Tourism Pledge, shared data, participated in workshops or helped spread our messages. You are part of a growing movement committed to making travel not just memorable, but safe.  

As someone who has spent a lifetime in travel, I’ve seen first-hand the importance of thoughtful, proactive safety measures. I am immensely proud of the work this foundation does to bring people together, challenge assumptions and make meaningful change.  

Looking back over the past five years, I can truly see the difference we’re making – and the potential that lies ahead. In the future, we look forward to collaborating with many more of our travel industry colleagues as we continue to innovate, collaborate and advocate for safer travel for all.