Join us for this Conscious Conversations session with Portia Hart in conversation with Edmund Morris from Equator, exploring how data and measurement can transform the way we choose destinations and design travel experiences.

In this session, Edmund will help us move beyond guilt, greenwashing anxiety, and vague impact claims to ask a practical question: where does a client's money matter most? Using real data from Equator, we'll explore what "positive impact" actually looks like on the ground — and how to translate those insights into concrete commercial decisions.

This isn't about ranking destinations morally or falling into unhelpful binaries like "overtourism bad, under-visited good." Instead, we'll focus on identifying impact hotspots: places where travel spend can drive the strongest outcomes for local communities. We'll discuss how to use metrics without becoming a report-writing shop, how to talk about impact with clients confidently without preaching, and how to avoid "impact theatre" while still marketing effectively.

From deciding where to focus sales and product development, to redesigning itineraries so money flows differently, this conversation aims to give you practical tools for making decisions based on outcomes, not optics. We'll close with 10-15 minutes for Q&A, bringing your questions and experiences into the conversation. We hope you'll leave equipped with insights that help you choose destinations and design trips that genuinely strengthen local communities — and to communicate that value clearly to your clients and stakeholders.