Founded by Justin Francis in 2000, Responsible Travel is a pioneering holiday company that seeks to drive change in the tourism industry by promoting responsible travel. The concept of responsible travel has since become a common motto for tourists, tourism companies, and tourism boards looking to lessen their impact on the environment and local communities. Francis established Responsible Travel as a response to the tourism industry’s disregard for local people and environmental impact, aiming to reduce the negative effects of tourism and maximize its benefits for local places and people. With the support of Dame Anita Roddick, founder of The Body Shop, Francis launched Responsible Travel with a focus on promoting alternative types of travel practices.
Throughout its 25-year history, Responsible Travel has focused on screening its holiday partners based on criteria such as having a company-wide responsible tourism policy, commitment to transparency, and willingness to engage with customer feedback. Francis, in addition to leading Responsible Travel, has been actively involved in campaigning for various human and animal rights issues, including orphanage tourism, cetaceans in captivity, accessibility, and overtourism. He has also advocated for aviation system change, flight and carbon reduction, and restoration of nature, while also founding The World Responsible Tourism Awards in 2004.
In recognition of his work, Francis was awarded an OBE for services to nature and the environment as part of the UK’s 2025 New Year Honours. He currently serves on the UK Council for Sustainable Business as the nature lead, advising the British government on the Environmental Improvement Plan and the role of business. Francis also chairs Projects for Nature, a digital marketplace connecting nature restoration projects in the UK with corporate donors, and sits on the Board of Directors for Saruni Basecamp in Kenya, a community-based safari and conservation initiative working in partnership with Maasai and Samburu families across one million acres of land.
Despite initial skepticism within the industry, the concept of combining travel with social and environmental responsibility has gained traction, with numerous ethical tourism companies now operating globally. Receiving sustainability credentials has become crucial for businesses seeking to establish a responsible profile in the industry. Francis believes that responsible business is not only feasible but also profitable, highlighting the importance of driving urgent industry reforms. While challenges remain, the growth of responsible travel from a niche concept to a mainstream requirement for credible businesses and tourism destinations is seen as a positive development within the industry.
As Responsible Travel celebrates its 25th anniversary, Justin Francis reflects on the journey of the responsible travel movement, acknowledging the significant progress made over the past two and a half decades. The company was born as a research project for Francis while studying for an MSc in Tourism, Conservation, and Sustainable Development at the University of Greenwich in 1999. Since then, Responsible Travel has played a vital role in shaping the way tourism is conducted, emphasizing the importance of minimizing negative impacts on the environment and local communities while maximizing the benefits for all involved. Francis remains committed to driving continued change in the industry, promoting a fairer transition to a nature-positive, low-carbon future through responsible tourism practices.
