We are Terra Incognita, and we believe that ecotourism can be a powerful force for good in the world. As a social enterprise we seek to promote the best examples of ecotourism worldwide. We do this by collating lists of amazing tour providers who help conserve the environment, support local people and educate guests.

We believe in promoting life-changing experiences rather than tourism ‘products’ and using storytelling to share/communicate these experiences. Our aim is to create a community of passionate people who help make difference through tourism.

This community wants to ‘travel for good.’ We help those who seek to get off the beaten path and are open to adventure, without geographical or age limits. Join us to be part of a movement that creates positive change for people and planet through travel.

Why is Terra Incognita needed?

Ecotourism is a fast-growing tourism sector, already worth USD 100 billion annually. According to The International Ecotourism Society, ecotourism is responsible tourism to natural areas that conserves the environment, supports the well-being of local people and educates visitors and hosts.

Done right, ecotourism can be a force for good, channelling resources to protect the places and species people seek to experience; creating employment opportunities for local people who need them most; and valuing and preserving local culture. Done poorly, ecotourism can put unsustainable pressure on wildlife and habitats, distort the local economy and change local customs and cultures irrevocably.

Having worked extensively in the conservation, sustainability and ecotourism sectors and travelled over much of the globe, we recognised the need to help travellers make more informed choices and promote excellent ecotourism operators. In doing so, we hope to help ensure that ecotourism is a solution for achieving conservation and sustainable development together in some of the world’s incredible places, transforming the lives of visitors and hosts alike.

Our mission, vision and values

Our mission is to empower a global community that travels for good.

Our vision is a world where tourism drives positive change for people and wildlife.

Our values are being:

  • Open – We build trust through transparency; we’re open to new ideas.
  • Agile – We learn quickly to achieve our goals and create impact.
  • Collaborative We work with diverse communities to make things happen.
  • Optimistic We assume the best and are hopeful, encouraging and courageous.
  • Caring – We support and respect people on their journeys to travel for good.

Team Terra Incognita

Dr Nick Askew | Co-Founder

Nick Askew - Terra Incognita

I’m Nick and I’m a digital ecopreneur. I love to build online businesses which help people and the planet in some way. I’m a Director of Conservation Careers and Ecology Jobs, former Director of British Birds, and hold a PhD in the behavioral ecology of Barn Owls.

I’ve traveled a fair bit for work and play. I spent 10 happy years working for BirdLife International as Communications, Marketing and Fundraising Managers in the UK and Pacific (Fiji), and supporting Partners in the Middle East and Africa.

I now see a huge opportunity to do some good in the world through promoting the best that ecotourism has to offer. Terra Incognita is here to achieve something really exciting for this precious little planet of ours…

Kristi Foster | Co-Founder

I’m Kristi and I’m passionate about communicating ecotourism, conservation and sustainability, something I’ve done with Ecotourism Australia, Fauna & Flora International (UK) and the World Agroforestry Centre (Kenya).

With a BSc in Earth Science and a master´s in Conservation Biology, most recently I had the opportunity to coordinate a project demonstrating how rainforest regeneration can conserve biodiversity and enhance local livelihoods in Manu Biosphere Reserve, Peru.

I believe that connecting people with nature and other cultures is one of the most powerful experiences for positive change. Having had the chance to discover some incredible, but under-resourced ecotourism businesses, I’m excited about giving them a voice and promoting their amazing work.

Lloyd Gofton | Partner

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Lloyd is an accomplished communications professional with over 20 years experience built in the agency sector across PR, social media, content marketing and digital marketing disciplines.

During his career, he has worked with a variety of brands including WWF, Greenpeace, RSPCA, Pizza Express, O2, Mail Online and Center Parcs as well as a wide range of challenger brands.

He started out in PR in 1998 and launched his first communications agency, Liberate Media, in 2006. The agency was one of the first in the UK to combine PR, social media and content marketing services, running campaigns in the UK and across Europe, The Middle East, Africa, North America, Asia, Australia and New Zealand.

Lloyd also volunteers for Marine Conservation, African Wildlife Conservation and Animal Welfare organisations.