Virtuoso’s Commitment to Sustainable Travel Takes Center Stage

Virtuoso brought together its top-producing advisors and preferred partners for the annual Under One Sky luncheon, spotlighting the network’s ongoing commitment to sustainable travel. The event underscored Virtuoso’s 15+ years of leadership in responsible tourism and celebrated those integrating sustainability as a core part of their business model.

During the gathering, Virtuoso Chairman & CEO Matthew D. Upchurch and Vice Chair & Sustainability Strategist Jessica Hall Upchurch presented the network’s annual Sustainable Leadership Awards, honouring both a standout agency and an individual advisor making significant strides in the space.

“I’m excited about our progress and our acceleration in supporting positive impact in the travel industry over the past 15 years,” said Hall Upchurch.

“We started with just some of us trying to tell the story of those who were making a difference. With the support of our Sustainability Council, we’ve grown from some to many – a growing and engaged community of advisors and partners leveraging data and tracking our impact. For example, at our first sustainable-travel focused summit earlier this year, we used AI devices to harvest the wisdom of some of our most dedicated advisors and partners into practical tools to help our community.”  

In addition to the leadership awards, three partner recognitions—aligned with Virtuoso’s pillars of sustainability: Protecting the Planet, Celebrating & Honouring Cultures, and Supporting Local Economies—were voted on live by attendees.

A new award category, Sustainable Destination, was also introduced this year, recognizing a tourism board demonstrating exceptional sustainability practices.

The Sustainable Award Winners are:

Protecting the Planet: Recognizes a distinguished Virtuoso partner leading the way in conservation, restoration and sustainable innovation — protecting the planet through impactful efforts in their local community or across the globe. 

Winner: The Royal at Atlantis – Atlantis Blue Project Foundation 
Celebrating 20 years of marine conservation, this foundation has funded coral reef restoration, rescued and      released over 7,500 sea turtles, and planted thousands of mangrove seedlings. It also supports education         and research across The Bahamas, with funding tied directly to guest experiences. 

Supporting Local Economies: Applauds a Virtuoso partner using travel as a tool for empowerment, entrepreneurship and equity — making a meaningful financial impact that uplifts local and global communities and strengthens livelihoods.  

Winner: Intrepid Travel – Indigenous Tourism in Emerging Destinations 
Intrepid is expanding Indigenous-led experiences globally, with a focus on reconciliation, employment and             entrepreneurship. Their work includes cultural awareness training, partnerships with First Nations communities and a growing portfolio of Indigenous experiences — from Australia to Peru. 

Celebrating Culture: Honours a Virtuoso partner preserving heritage, uplifting communities and expanding cultural understanding — transforming lives through the sharing of knowledge, beliefs, arts and traditions that endure across generations. 

Winner: Journey Mexico – Reviving the Chinampas of Xochimilco 
Journey Mexico adopted and restored a traditional Aztec farming system in Mexico City, partnering with the Xochimilco Farming School to train future farmers in agroecology, financial literacy, and regenerative agriculture — preserving a UNESCO-recognized cultural and ecological legacy. 

Sustainable Destination: Awarded for the first time this year, this honour celebrates tourism boards embedding sustainability into the very identity of their destination — creating frameworks, programs and partnerships that drive meaningful impact for local communities and environments and set a new standard for responsible travel. 

Winner: Jordan Tourism Board – Meaningful Travel Map of Jordan 
This initiative connects travelers with social enterprises that support vulnerable communities, such as women’s weaving cooperatives and youth training programs. It spreads tourism benefits to underserved areas and helps reshape perceptions of Jordan through authentic, people-centered experiences. 

Member Sustainable Leadership Award: Acknowledges a Virtuoso member agency that advocates for sustainability and vocally supports sustainable tourism in their words, actions and marketing.   

Winner: Winkaffe Global Travel 

Independent Affiliate of Avenue Two Travel 

Winkaffe Global Travel integrates sustainability into every journey by prioritizing locally led, low-impact experiences and donating 10% of trip profits to nonprofits in client destinations. They are a 1% for the Planet member, Green America Gold Certified and emphasize authentic cultural exchange, habitat conservation and community support in all itineraries. 

Advisor Sustainable Leadership Award: Celebrates the outstanding sustainability work of an individual Virtuoso travel advisor, showcasing their inspirational story that promotes and demonstrates the positive impact of sustainable travel. 

Winner: Kristin Winkaffe 

Winkaffe Global Travel, Independent Affiliate of Avenue Two Travel 

Kristin leads sustainability efforts at multiple levels — from internal advisor training and supplier vetting to industry-wide initiatives as executive director of Travel for Better. She donates 10% of profits, offsets all client trips and is a published thought leader advocating for tourism as a force for global development.             

Javier Arredondo, Virtuoso’s vice president, sustainability, also presented impactful insights into the network’s latest sustainability developments and offerings. A full report can be found here.