The Tourism RESET 36 Climate Justice: The Conversation Tourism Is Largely Avoiding With Jeremy Sampson
12 snips
Nov 19, 2025 
Jeremy Sampson, CEO of The Travel Foundation, discusses crucial yet often overlooked topics of climate justice in tourism. He reflects on his initial hesitation to lead the organization, emphasizing the importance of finding a 'hill to die on' for impactful change. Sampson highlights the need for systemic influence over mere office recycling, advocates for a climate justice fund, and addresses inequities faced by vulnerable regions. He urges the tourism industry to align climate action with socioeconomic equity, drawing from lessons learned during the pandemic.
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Joining For A Hill To Die On
- Jeremy walked into the Travel Foundation interview unsure and exhausted from nonprofit work but stayed after meeting a committed team.
- A team member told him “all we want is a hill to die on,” which convinced him to lead and put his stamp on the organisation.
From One Donor To Many
- Jeremy discovered the Travel Foundation had relied on TUI for ~80% of funding and faced a precarious future.
- During COVID the team redesigned strategy, diversified donors to ~80 and limited any single donor to under 25%.
Why Adaptation Became Priority
- The Travel Foundation still supports decarbonisation but shifted emphasis toward adaptation for places and communities.
- Jeremy argues adaptation matters because many destinations already suffer climate impacts while global mitigation lags.
