We believe in the power of community, based on caring for places, people, and wildlife, to solve problems at local, regional, and global scales. We foster communities at all levels to share knowledge and resources needed to sustain and enhance places.

We embrace justice and equity in our work, and we do the work necessary to understand and create equity for historically marginalized people. We acknowledge painful histories, confront biases, and hold each other accountable.

We advocate for inclusive tourism that engages people of diverse backgrounds, abilities, and interests. Inclusivity enables everyone to enjoy and contribute to sustainable travel, promoting cultural understanding and reducing barriers.

Our platform is built on accurate knowledge about places, people, and best practices for tourism and conservation of nature and culture. We commit to gathering, verifying, and publishing knowledge fairly and equitably to benefit local communities.

We believe unity and collaboration across the travel ecosystem is essential to achieve sustainable tourism goals. By working together to create and share knowledge and other resources, we can multiply our impact and create meaningful change at all scales.

We are blessed to witness the wondrous array of wildlife and ecosystems that evolved over millions of years—and human cultures that evolved over millennia. It is our duty to help document and conserve this incredible diversity for future generations.