03/06/2026
After 35 years working at the intersection of conservation, technology, and travel, I founded GoGood because I became convinced that tourism—done right—may be one of the most powerful forces for regeneration on the planet.
At The Nature Conservancy, I helped build global conservation data systems to protect biodiversity. At National Geographic, I spent 16 years creating maps, apps, and sustainable tourism programs that connected millions of people to extraordinary places. Across both roles, one truth kept surfacing: people protect what they love—but love alone isn’t enough. It must be paired with stewardship.
Travel is fueled by emotion. We save, plan, and dream about meaningful experiences in places that inspire us. The global travel economy channels trillions of dollars each year into destinations rich in natural beauty and cultural heritage. Yet the systems guiding those dollars often reward scale, convenience, and extraction rather than local benefit and long-term care.
I saw a widening gap between travelers’ values and their actual choices. Most people want their visits to support communities, protect ecosystems, and honor culture. But responsible options are often hard to find, fragmented, or overshadowed by mass-market platforms optimized for volume over impact.
GoGood emerged from a simple but ambitious idea: redesign the choice architecture of travel so that the most visible, convenient, and rewarding options are also the most beneficial for places and people. If we can align tourism’s vast economic engine with local stewardship, we can transform a double-edged industry into a regenerative one.
GoGood is my attempt to turn love of place into a practical system for caring for place—at scale. GoGoodTravel.org
