___FOR GOOD showcases brands pushing the boundaries of travel for good. This is the second of two editions on the subject. The first was published just one week before the UK went into COVID-19 lockdown in 2020, at which point, everything we thought we knew about travel, changed. This second ‘post COVID’ edition is a positive reflection of how some of the most innovative brands in travel have emerged from COVID and are leading the way, ___FOR GOOD.

By Fiona Jeffrey OBE

I am very honoured to be asked to contribute to the _FOR GOOD series of publications and specifically Travel For Good.

This phrase ‘travel for good’ has been used as long as I can remember being in travel. As the industry grew exponentially in the 1980s and 1990s, it seemed to justify its growth impact through tourism receipts and job creation.