When a group of top travel agents travelled to Vietnam as recipients of Travellers Choice’s coveted Choice Awards, they had little expectation that the trip would change their outlook on their role in travel or would inspire the 2024 Travellers Choice Conference to bring an animal welfare hero to Sydney for their upcoming conference.
On a “Travel with Purpose” trip organised by Adventure World, the agents visited the Animals Asia sanctuary in Tam Dao, where they witnessed rescued bears — many of whom had been locked in cages for over 20 years — take their first steps on grass.
That powerful moment left a deep impression on the agents, sparking conversations about how travel can do more than just entertain. It was this experience that spurred the Travellers Choice team and Adventure World to bring Jill Robinson MBE, the inspiring founder of Animals Asia, to the 2024 Travellers Choice Conference in Sydney. Her life’s work, dedicated to transforming animal welfare in Asia, is set offer attendees invaluable insights into how travel professionals can contribute to meaningful change.
“It is impossible not to be touched when you hear about bears that have spent 20 years in shocking conditions finally being released into the sanctuary and walking on grass for the first time,” Travellers Choice Managing Director Christian Hunter says.
Now, Robinson’s story will take centre stage at the conference, bringing the message of purposeful travel to the forefront for Australian travel agents.
Why this matters
What makes this story compelling is not just the emotional impact of watching rescued bears reclaim their freedom, but the realisation that travel agents hold the power to drive change. For the agents who visited Vietnam, it was a call to action. They saw firsthand how tourism, when approached thoughtfully, can support causes like animal welfare and give travellers a chance to engage with the world in meaningful ways.
The trip, organised by Adventure World, was part of an ongoing effort to highlight the role of ethical travel in modern tourism. By showing the agents the incredible work happening at the sanctuary, Adventure World aimed to demonstrate how purposeful travel can enrich a traveller’s experience while contributing to a greater cause.
Jill Robinson MBE, the founder of Animals Asia, has been at the forefront of this movement since 1998. Her journey into activism began when she encountered a caged bear in southern China in 1993. Horrified by the sight, she founded Animals Asia to put an end to the cruel practice of bear bile farming. Over the years, her organisation has rescued nearly 700 bears and continues to run sanctuaries in both Vietnam and China. Robinson’s tireless work has not only improved animal welfare, but it has also laid the groundwork for ethical tourism in the region.
The power of purpose
The experience in Vietnam brought a critical issue into focus for the agents: purposeful travel is more than a buzzword; it’s a growing movement. Travellers, particularly younger generations, are seeking out experiences that reflect their values — whether it’s supporting animal welfare, protecting the environment, or contributing to local communities. For travel agents, this represents a golden opportunity to offer trips that go beyond leisure, creating experiences that are both memorable and meaningful.
Christian Hunter believes this shift is key for the future of the travel industry.
“We wanted to do something to help Jill and her passionate team spread the message and further their cause,” he says.
“We’re incredibly grateful to Adventure World for sponsoring Jill to attend the conference, and we’re excited to explore how our company can offer ongoing support to Animals Asia.”
This sentiment reflects the growing interest among Travellers Choice members in understanding how they can cater to the demand for purposeful travel, and how they can craft itineraries that offer not just great holidays, but also experiences that resonate with their clients’ values.
“By taking our group to the Animals Asia sanctuary in Vietnam, Adventure World provided a powerful example of how such activities can elevate a great trip to something unforgettable and potentially life-changing,” Hunter says.
Who is Jill Robinson MBE?
Jill Robinson MBE, sponsored by Adventure World, will be one of the keynote speakers at the 2024 Travellers Choice Conference. Her work with Animals Asia has brought freedom to hundreds of bears, while also raising awareness about the need for ethical tourism. Robinson’s story is a testament to how one person’s determination can create lasting change, not just for animals, but for entire communities.
Her presence at the conference is a unique opportunity for travel agents to learn directly from a pioneer in animal welfare. Robinson will discuss how her organisation has successfully worked with governments, local communities, and the tourism industry to drive long-term change, and how agents can incorporate similar values into their travel offerings.
Talking about a Travelution
Themed ‘Travelution’, the 2024 Travellers Choice Conference is designed to challenge agents to think beyond the traditional travel experiences. Alongside Robinson, other speakers (including adventurer and dual Guinness World Record-holder James ‘Cas’ Castrission) will inspire attendees to push boundaries and embrace the future of travel.
Castrission’s keynote will focus on the explorer mindset, a concept that encourages agents to step outside their comfort zones, both in business and in life. It’s a fitting theme for a conference that is set to explore the transformative potential of travel.
In addition to the keynotes, attendees can look forward to networking sessions, panel discussions, a Preferred Supplier Exhibition, and the Travellers Choice National Awards Gala Dinner.