In celebration of World Earth Day 2025, we are delighted to spotlight some of our members who have placed sustainability and responsible tourism at the heart of their business.
Wilderness Group is a DMC for the UK and Ireland with over 20 years’ experience, with a focus on active, luxury, and experiential travel. This feature explores how sustainability shapes the group’s approach to travel – from reducing environmental impact and supporting local communities, to pioneering carbon labelling and setting net-zero targets.
What does sustainability mean to the Wilderness Group, and why is it so important?
Sustainability sits at the heart of everything we do. It’s about delivering exceptional travel experiences while minimising our environmental impact and maximising the positive benefits for nature, climate and local communities. As one of the first travel companies to introduce carbon labelling for trips, we’re committed to transparency and long-term change. Our goal is to reach True Net Zero by 2030.
As a tour operator, collaborating with suppliers who can support your sustainability goals is key. Can you share some examples where this has been particularly successful?
We partner with local hotels, restaurants and activity providers who share our environmental values. This includes reducing emissions through low-carbon operations and supporting community-led initiatives. These partnerships enable our trips to offer authentic, place-based experiences while directly contributing to the local economy and culture.
How do you measure the impact of your sustainability efforts?
Together with eCollective, we’ve developed a pioneering carbon labelling scheme for travel, allowing us to measure emissions for every trip and across the whole business. This data informs how we design our itineraries and track progress towards our 2030 targets.
How do you educate and encourage visitors to be sustainable during their trips?
Our guides help guests connect with the landscapes and communities they visit, weaving in environmental understanding throughout the experience. We design our trips to minimise vehicle use and start and end at mainline rail stations. While our trips remain relaxed and enjoyable, we believe fostering an appreciation for the natural world is key to inspiring sustainable choices.
What can the industry do better to encourage and promote sustainable travel?
More operators should embrace carbon measurement and labelling, making emissions as visible as price or itinerary. The industry must also work together to share best practices, support local supply chains, and prioritise environmental integrity over short-term gain. Transparency and collaboration are vital for meaningful progress.
What government support does the industry need to ensure sustainable travel becomes the norm?
We need stronger incentives for low-carbon transportation, infrastructure that supports train-based travel, improved electric vehicle (EV) charging facilities, and policies that reward sustainable business practices. Investment in green innovation and community tourism projects will accelerate progress. Clear standards and a long-term vision from the government would empower the industry to align with national climate goals.
