Reflecting on an Inspiring Year: Graduating as a TTG Sustainable Travel Ambassador

As 2025 draws to a close, I am incredibly proud to have graduated from the TTG Sustainable Travel Ambassadors programme — a year-long journey that has been as enlightening as it has been inspiring. When I was first selected to join this group of passionate travel professionals, I saw it as a chance to deepen my understanding of what sustainability truly means in the world of travel. Now, having completed the programme, I can honestly say it has shaped not only how I work but how I think about travel itself.

A Year of Collaboration and Connection

The programme brought together an extraordinary group of individuals from across the UK travel industry, all united by a shared goal; to make travel more sustainable, more authentic and more meaningful. Together, we’ve explored how to embed sustainability into every stage of the customer journey, from the first conversation to the final farewell. Over the course of the year, we had the privilege of working with some incredible partners who are leading the way in responsible tourism. Intrepid Travel shared valuable insights into how tour operators can prioritise community-led experiences and reduce their carbon impact. The Greece Tourism Board offered an inspiring look at how destinations are embracing sustainability from the ground up, celebrating culture, local produce and heritage along the way. Iberostar demonstrated what it means to make sustainability part of a brand’s DNA, from waste reduction and responsible sourcing to their ambitious “Wave of Change” movement. And from EasyJet, we learned how innovation and transparency can help large-scale operators move towards a lower-carbon future. Each collaboration reinforced an important truth, that sustainability is not a single action or badge of honour; it is a mindset, a continual process of improvement, and a commitment to doing better every day.

Lessons That Will Last

For me, the programme was about finding balance. Sustainability is not about removing luxury or adventure from the travel experience; it is about elevating both through purpose. It is about creating experiences that don’t just feel good in the moment but do good in the world. Through the ambassador journey, I’ve been inspired to have deeper conversations with clients about the choices we make; from selecting lodges that actively support conservation, to staying in locally owned hotels that ensure tourism revenue remains within communities. I’ve seen how travellers are increasingly seeking connection, authenticity and meaning in their journeys, and how sustainable travel can deliver all of that without compromise. Luxury travel, in particular, has an incredible opportunity to lead the way. It can champion experiences that combine comfort and conscience, where guests enjoy exclusivity, yet every detail has been considered — from energy-efficient design and ethical dining, to supporting local artisans and conservation efforts.

From Ambassador to Advocate

While the official programme may have ended, the learning and collaboration continue. Graduating as a TTG Sustainable Travel Ambassador feels less like the conclusion of a project and more like the beginning of a lifelong commitment. The network we’ve built — of travel professionals, industry partners and changemakers — is one that will continue to evolve, share ideas and challenge the norm. I am determined to carry forward the lessons and relationships from this experience into my own work as a Travel Counsellor. Every itinerary I create will continue to focus on travel that is rich in meaning, gentle on the planet, and beneficial to the people who call these destinations home. Whether it’s a wildlife-rich safari that directly supports conservation efforts, a journey through Australasia that celebrates Indigenous culture, or a luxury retreat in Canada designed for those who want space to reconnect with nature, my aim remains the same — to craft unforgettable experiences that tell a story of care, connection and purpose.

Looking Ahead

As I reflect on this journey, I feel incredibly grateful to TTG for their vision in creating this platform, to the inspiring speakers and partners who shared their expertise, and to my fellow ambassadors who made the experience so collaborative and thought-provoking. Sustainability in travel is a continuous journey, not a destination. And after a year of learning, listening and sharing, I’m more motivated than ever to keep moving forward, helping my clients make choices that feel as good as they look. Here’s to travel that leaves the world better than we found it, and to the incredible people who continue to make that possible.

If you’d like to find out more about how we can design a sustainable, luxury adventure that aligns with your values, and still feels utterly unforgettable, I’d love to help you plan your next journey.

Dan Hyams Travel Counsellor

📞 01254 970 102 📧 dan.hyams@mytc.com