I have always appreciated the commitment G Adventures has made to sustainable tourism. As a CEO (Chief Experience Officer) based in my native Thailand, I have witnessed first-hand the hard work the company does to enrich the places and people their trips encounter. Often, the local inhabitants are as profoundly and positively changed by a G Adventures encounter as the travellers themselves. It is not easy work, but they do it anyway. That is a degree of dedication rare in today’s world, and worthy of respect.
Post-trip evaluations from travellers are the best resource for CEOs like me to evaluate what worked well and what areas could be improved. We collect as many as we can, but understandably, not every traveller remembers to submit one. In order to change this, I decided to offer my travellers an incentive: For each evaluation I collect, I plant a tree in my community. Then, I take a photo of one of my neighbours posing with the tree and a card with the traveller’s name printed on it and post it to my web album.
It may seem like a small thing, and perhaps it is. But I believe that changing the world for the good happens through small endeavours. The G Adventures trees may be small now, but one day, they will be a forest.
(Ed. What Charin neglects to mention is that he started this initiative entirely on his own—with his own money. We didn’t even know he was doing it until a fellow CEO brought it to our attention. Amazing.)