In this episode of Euromonitor's Travel Leaders podcast, Caroline Bremner speaks to Jake Haupert, Co-Founder of the Transformational Travel Council about his journey in establishing the organisation as an antidote to over-commoditisation in the industry. Jake discusses how transformative or regenerative tourism goes beyond sustainability to put consumers at the heart of the experience and encourages them to take a more active role. Finally, Jake shares his hopes that the pandemic will bring about transformative change in the traveller mindset to be more mindful about nature, culture and biodiversity for greater destination stewardship.