The choices we make shape what that impact becomes.

Every trip affects the people, communities and environments that make it possible. Behind each trip is a business making choices too, from where we send customers and who we work with to how we support our team and how we share some of the value the business creates.

At its best, travel can support livelihoods and bring people closer to places they might otherwise only skim across. It also brings pressure on popular places and longer-term questions about climate, nature and how tourism should grow.

This report looks at the impact we made in 2025: what changed, what we learned and what still needs work.