You are viewing 1 of your 2 free articles
Travel Foundation rebrands as Travel Forward to reflect ‘greater ambition’
Industry charity The Travel Foundation has changed its name to Travel Forward as it seeks to drive “urgent action” in destinations grappling with the impacts of climate change and rising visitor numbers.
Announcing the name change today, Travel Forward chief executive Jeremy Sampson insisted: “This is not a change in who we are. We’ve built the foundations through more than 20 years of work with destinations and businesses.
“But for our industry to travel forward, we need to move beyond incremental change and respond with greater ambition.”
Sampson noted “the pressures facing communities and places are growing” from climate impacts, record arrivals and the unequal distribution of benefits and said the organisation’s focus had evolved to address the root causes of risks to tourism.
It will continue to operate as a UK-registered charity, building on decades of “research, advocacy, partnerships and experience bringing partners together” since its foundation in 1997.
Sampson said: “We’re here to help the sector respond with greater urgency, collaboration and purpose.”
He urged industry partners to join a new membership community for travel businesses and destinations, Travel Forward Connect, to collaborate on practical solutions and share learning.
Sampson also urged businesses and destinations to draw on Travel Forward’s training, insight and advisory support and to back its campaigns and pilot projects, including efforts to unlock finance for these.
Travel Forward offers training in areas including climate action planning, risk and resilience, and conducting tourism impact assessments.
Chair of trustees Megan Morikawa said: “The name Travel Forward reflects our role in helping to support those ready to act to change tourism’s impact on destinations for the better.
“We’re here to support those ready to act and to create opportunities to change tourism’s impact on destinations for the better.
“But this is a shared effort. We need partners to get involved, help mobilise support, fundraise where they can, and be part of something bigger.”
The charity was supported by Holiday Extras, brand agency Rise and Shine and Partners, and Four Communications in the process of rebranding so that this did not divert resources from its core work.
Jacobs Media is a company registered in England and Wales, company number 08713328. 3rd Floor, 52 Grosvenor Gardens, London SW1W 0AU
© 2025 Jacobs Media
