At Journeys With Purpose (JWP), we’ve always believed that travel, when rooted in intention, can help restore the natural world. Our 2024 Impact Report captures a pivotal year of growth, one defined by connection, regeneration and hope. What began as a small collective of travellers committed to conservation has become a global movement, uniting thousands of changemakers around the shared belief that purposeful travel can be a force for good.
A Year of Momentum
2024 was a milestone year. We saw a 255% increase in travellers, welcoming guests to 31 countries across six continents, from the rainforests of Costa Rica to the wild plains of the Great Karoo. More people than ever are seeking experiences that matter: journeys that inspire reflection, fund conservation and strengthen our relationship with the natural world.
But growth for JWP isn’t measured only in numbers. It’s reflected in the ripples of change that extend far beyond the journeys themselves, in the projects we support, the communities we collaborate with and the ecosystems we help protect.
Our 2030 Vision
This year’s report marks the first chapter of our 2030 Strategy – a roadmap towards a regenerative future. Our ambition is bold:
- Support the global 30×30 conservation initiative, helping protect 30% of land and ocean by 2030.
- Channel $30 million into donations and impact investments.
- Unite 30,000 changemakers through travel, learning and advocacy.
- Contribute to the restoration of 30 million acres of wild land and sea.
- Reach $30 million in revenue, fuelling long-term, purpose-led success.
Each of these goals reflects our conviction that meaningful travel can actively fund and accelerate environmental recovery on a global scale.
Impact in Action
In 2024, our travellers joined Hosted and Private Journeys that placed them at the heart of conservation efforts worldwide. These journeys don’t just tell stories of change, they create it.
- In Kenya, our Daughters for Earth journey united women from across the world to explore the intersection of climate, gender and biodiversity. Guests tracked cheetahs with local scientists, participated in mangrove restoration and shared fireside dialogue with Maasai matriarchs. The journey raised $20,000 to fund cheetah research and coastal restoration in Lamu.
- In Romania’s Carpathian Mountains, guests joined Foundation Conservation Carpathia to learn rewilding firsthand – setting camera traps, planting native trees and tracking bison. JWP donated €11,000 to help protect 69,000 acres of forest and alpine meadow. Our Impact Ambassador Alastair Driver commented on the journey, “I cannot imagine anyone doing that trip we did and not being inspired by what can be done for nature and inspired with the knowledge that man can coexist side by side with amazing biodiversity”.
- In Palau, travellers partnered with Island Conservation and Scripps Institution of Oceanography to witness the restoration of island-ocean ecosystems, diving into the world’s largest marine sanctuary and learning how local communities lead one of the planet’s most ambitious ocean protection initiatives.
- And in South Africa’s Great Karoo, our Dare to Rewild experience supported Samara Karoo Reserve’s long-term ecological restoration. Our donation directly helped reintroduce elephants, a keystone species vital to restoring ancient migratory pathways.
Across these journeys, JWP contributed $57,294 in direct donations to environmental projects and countless hours of hands-on engagement in the field.
Expanding Our Reach
Behind every journey is a growing community. In 2024, JWP’s online and offline audience expanded dramatically:
- A 102% increase in Instagram followers,
- Over 4,000 newsletter subscribers,
- More than 200 participants at in-person and virtual events – from conservation conversations in the Cotswolds to fireside talks with rewilding pioneers in Argentina and Sri Lanka.
We also deepened our collaboration with The Long Run, B Corp and The Conscious Travel Foundation, aligning our growth with global sustainability standards. And as proud nominators for The Earthshot Prize, we were honoured to spotlight numerous projects exemplifying community-led conservation at scale.
Growing the Team Behind the Mission
True impact begins within. In 2024, our team doubled in size as we welcomed new colleagues from around the world, each bringing unique expertise in conservation, travel and storytelling. We launched our first Inclusion Survey, formalised training pathways and introduced new wellbeing and leave policies designed to support our people as thoughtfully as we support our planet.
In October, the JWP team gathered in the Scottish Highlands for an offsite inspired by Wildland’s 200-year rewilding vision. Among the hills of Kinloch, we found quiet clarity, a reminder that transformation isn’t always about going far; it’s about going deep.
Partnerships for Planetary Regeneration
Partnership lies at the heart of our impact. In 2024 alone, JWP collaborated with conservation organisations protecting and restoring over 4 million acres of land and 23 million acres of sea – from Fundación Rewilding Argentina and Acción Andina in the Andes to the Tapir Valley Nature Reserve in Costa Rica.
We’re proud to say that through our impact pledge, we donated 1% of every private journey to Acción Andina, helping restore high-altitude Polylepis forests across South America. These ecosystems are vital for water security and biodiversity. Our partnership has supported the planting of 2.4 million native trees and restoration of over 800 hectares of forest, engaging 40,000 people across six countries.
Recognition and Influence
Our commitment to regenerative travel was recognised across the industry in 2024. JWP was named a Sustainable Travel Innovator in Travel + Leisure’s Global Vision Awards, a Finalist in The Experientalist Awards by OutThere and received the PURE Award for Creativity for our pioneering women-for-women retreat with Daughters for Earth, celebrating how travel can unite empowerment, education and ecology.
Our founder Duncan Grossart was also recognised as one of Country & Town House’s Power People, highlighting his leadership in transforming travel into a catalyst for conservation and community impact.
Looking Forward
As we look at 2025 and beyond, our purpose remains unchanged, but our momentum is accelerating. We plan to expand our Hosted Journeys portfolio, launch new conservation partnerships and strengthen how we measure and communicate our impact. We’ll continue supporting Acción Andina through our Private Journey donations and introduce new partners working in underrepresented biomes.
Our goal isn’t only to grow, it’s to grow meaningfully. To deepen understanding, to amplify the voices of our partners and to show that conscious travel can fund a thriving planet.
Join the Movement
Every journey with JWP supports the restoration of the natural world. As we look toward 2030, we invite our guests and partners to walk with us.
Together, we can turn travel into one of the planet’s most powerful tools for change.
