Food is something we so often take for granted. For most of us, we are spoiled for choice whenever we feel a craving, or simply to keep our energy up.

And yet, when we travel, food takes on an entirely new connotation and significance. It brings moments to life with heightened sensuality and sensibility, and in so doing, our memories become so much more powerful.

Recognising this, a number of years ago, the Trafalgar team took on this task; to exhibit the senses and spirit of each destination through its local food.

Last week, I was reminded of how far we’ve come by a wonderful letter I received from a first time, but extremely well-travelled Trafalgar guest. In it she described how few things impact her favourite travel experiences like connecting the dots of travel like mouthfuls of magic.

Why is food such a vital part of travel? Food acts as an important conduit for our richest, most rewarding experiences. It mirrors the culture and spirit of the places we visit, as well as the locals we meet on our journeys. It is when we travel that we see, and feel, just what a powerful role food has to play in defining and enjoying different places, people, and their ways of living.

Happy girl kitchen image

It is therefore understandable that today, Food Tourism is one of the fastest growing areas of our industry. The draw of travellers to be able to eat incredible food, learn about its origins, its ingredients, its art of preparation, have given life to not only tourist activity around the globe, but more so to the people living in places home to the world’s culinary creations. This in turn has created livelihoods for tens of thousands of culinary “artisans” in all their various shapes, in their hometowns, villages and communities around the world. Another wonderful example of how tourism brings richness to life of not just travellers, but also to their hosts.

I find this awakening to local foods and food sharing customs, inspiring and exciting. But I cannot help but smile, for to me this has always been what being an ‘Insider’ is all about.

It was with this in mind that in 2010 we experimented with our our first ‘Be My Guest’ experience; to showcase for our guests how local authentic food will provide a great insight into the people, and the cultures of where we visit. After all, this is what we love to do!

Today whether it’s the Baj-Macarios family’s 12 Century castle in Tuscany,CASTELLO_DEL_TREBBIO-019 where our guests enjoy 100% organic locally sourced produce (the majority of the food comes from the estate itself), a café in Vienna, a farmhouse in Britain’s Lake District, a beach restaurant on the shores of Lahinch, Ireland where after a foraging walk on the with Oonagh and Teresa, whose motto is ‘grow, find, cook, eat’ – our guests eat some the food which they have foraged and savour their amazing local seaweed bread.

These mealtime discoveries extend to all destinations around the world. I was recently in Northern California where Todd and Jordan’s Happy Girl Kitchen is a rare discovery of organic produce, local farming, and food preservation from their time living and working on a farm in Norway.Happy girl kitchen Likewise “cowboy hat Peter”, the wine blending specialist at Ravenswood.

As the earlier mentioned traveller wrote, “Each of these food journeys brings destinations alive”, and they are so greatly valued by our guests as being simply the best, holidays.

In 2016, I am personally looking forward to a greater discovery of food in Asia. Janice, who runs our product and operations, has initiated an incredible relationship with the Kyoto restaurant in Vietnam, a non-profit social enterprise that provides training to disadvantaged young people in the hospitality industry. Koto Restaurant, VietnamNot to mention the cooking classes in the Ginza district of Tokyo, Japan, where our guests have the opportunity to learn how to make sushi. I cannot wait to discover the ingredients and processes of preparation which are not only highly technical, but deeply spiritual tool. Every moment of meal creation, and its eating, is a moment with meaning.

With this in mind, may each mile and mouthful you and I travel, may our journeys be safe, insightful, fulfilling, and of course, simply delicious.




Again, again our world is shaken. On 11 September 2001, I was safe in Brussels. But this year, it was the city of Brussels that was attacked – its airport and a metro station – in only an hour. The attacks took the lives of 35 souls, leaving 230 more injured from direct exposure to terrorism. A nation and the world are left numb from shock, horror and profound disbelief.

Reflecting on these events a week later, it is clear that we are facing a new reality, one in which anything might happen, no matter where we are. Nowhere and no one feels safe. Last week it was Brussels, the most recent of a long list of global cities rich in cultural and religious diversity – from Paris to San Bernardino, from Sydney to Istanbul – forced to look terrorism in the eye.

With each attack, the immediate reaction of government officials, those charged with the protection of their citizens, is to revert to the measures implemented post – 9/11, that of curtailing movement. Governments are telling people to stay close to home, stay vigilant and stay away from certain cities, countries or icons. The message is almost to ‘stay scared’. This is the wrong message to be spreading.

Governments should focus their resources on prevention and on identifying where real risks lie. Those who threaten us appear to have moved on, yet our governments’ strategies are retrospectively focused. The threat is no longer about liquids and shoes.

Recently, I read a book by an expert on avalanches, in which the author introduced the concept of a “pre-mortem” – anticipating the variables with which to predict an outcome. Our governments could learn from this as they pursue both security and those responsible for eroding it.

Equally so, it is our responsibility as individuals to maintain a free and open society. Let us remember and embrace those freedoms that made us strong. As we face our new reality, let us consider the real risks in a balanced way. Despite accidents occurring in travel by automobile, air, or train, for example, these modes of transport never stop. Similarly, no blanket warnings are imposed when the annual flu comes around. We carry on with our lives.

Should we be more careful, more vigilant? Absolutely. We need to instil a community-wide, shared responsibility for keeping one another safe. It is my responsibility to protect my neighbours and their families, and theirs to protect me and mine. Simple. That is how we stop the sparks of social discontent from flaring up into flames of destruction.

In this current environment, we need to carry on travelling. Such a cry of defiance serves then as a powerful and positive reaction to the attacks being committed around the world. Each time an attack is carried, this movement of defiant travel grows stronger. This movement states, loudly and purposefully, that travel will improve understanding and appreciation among countries and cultures, worldwide.

As a matter of principle, I will be part of this movement by travelling wherever I choose. And such a sentiment is what I hope to see and feel daily at Trafalgar: a resolve to travel, to heighten the desire of travellers to keep exploring, and in so doing, to show that fear will never cloud freedom. Together with our teams and guests, I will show others the ongoing passion we feel towards the world we share.

It is this spirit of defiance and this confidence, we can call upon when we hearing chilling news riddled with terrorism. And such a spirit serves as a unifying force providing comfort, inspiring courage and keeping travellers of the world moving forward.

This is why I am confident that tomorrow will, unquestionably, be a better day.


Just 60 days… Can you believe that 60 days is all we have left of 2015? Another year is racing by, and soon we will be turning the last page of 2015 to reveal the start of 2016.

Year after year, as much as we say that we need to slow down and be more ‘in the moment’, somehow the moments just seem to flash by. And so here I am again, looking ahead at the rapidly disappearing time between now and the end of this year, wondering where the time has gone.

As I pause to write this month’s blog I am in the United States at the end of a worldwide, and whirlwind, tour of Trafalgar’s global offices. The reason for the travel has been something that has excited me for months to come – launching our new brand positioning ‘Simply the Best. For all of us at Trafalgar, it is an occasion to stand tall.

Part of the build-up to the launch has been challenging the team to be all that they are, living the brand personally by defining for themselves “simply my best”. As I did so for myself, I made my promises, defining for myself how I can be my best.

It then struck me that this was not a new exercise – at beginning of the year I had also made personal promises to myself. New Years Resolutions some may call them. To me they are reminders to myself to keep what is important a priority.

Time has past, and now here I am looking to the end of 2015 and asking myself the question, “what promises have I fulfilled?” I made a number of personal commitments, from unplugging my tech connections more often to be able to personally connect more to myself and those around me, and making the effort to visit the destinations I’d like to experience of the first time.

So, how have I done?

Honestly, not as well as I thought I would back in January…

Sitting back and reflecting on my personal pledges, it hit me that it is all too easy to think about, and then not fulfill the opportunities we see and commitments we make. Especially when they are personal. So easily, the promises we make to ourselves fall by the wayside to ensure that we deliver on our promises to one another.

I know I do this. In my professional life, I take such pride in my ability to always stay true to my word. I cannot say the same to myself.

As important as promises are that we make to our professional lives, so too are those that we make to ourselves. And so, as we approach the end of the last quarter, and the year, this is the time to pause, just for a moment, and reflect on the promises that we made not only to one another, but to ourselves. In doing so, with time still remaining, we will be able to find ways to ensure that we fulfill our promises – especially those to ourselves.

Our strength as many is because of our strength one by one by one. As we begin the countdown to the last hours of 2015, I invite you, I encourage you, to reflect on the promises for 2015 you made to you. Take the time to refocus on what really matters, as one and as many. 2016 will be so much stronger for it.


The words ‘sustainable tourism’ are quickly becoming one of the most clichéd and over used in the travel industry. I see this politically correct language being applied superficially. I’m acutely aware that travel (and other) companies all too easily define themselves as sustainable simply because they put ‘Only print if essential – save the environment!’ messages at the bottom of their emails. Because of this, “green washing” is rapidly becoming a synonymous term. This is frustrating for those who are genuinely and legitimately fighting to make a difference for what they know is right, and must be addressed right now.

Technically speaking, the UNWTO defines ‘sustainable tourism’ as: “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities“.

One of the most exciting aspects of travel to me is the people that I meet along the way. In my recent travels to both Botswana and Myanmar, I had the great fortune of meeting two unique, but like the places they live, very different individuals that stripped away the rhetoric and pomposity of the overused sustainability expression, but through the very essence of their existence are making a difference. They’ve encouraged me. Here’s why:

Map Ives, the Director of Rhino ConservatioMap Ivesn Botswana, is a gentle giant of the African bush, a man who is, without question, a treasure to wildlife conservation in Africa.

Map has always lived in and remained committed to his life’s calling to understand and conserve Africa’s wild places. Today he is leading the charge on rhino conservation in Africa to ensure that our generation is not the last to see African rhino roaming freely. Listening to Map, it is impossible not to get completely absorbed and inspired by in his personal commitment for the African bush and its rhinos. He has been on the forefront of developing new approaches to a previously accelerating Rhinoworsening situation. It was this realisation and establishing systems and new practices behind the re-location of rhino that for the first time there are now a few minor shoots of hope. And he does it without any wish for praise, fame or attention. He does it because he feels in his heart it is the right thing to do. His love for his homeland and its creatures both great and small is his quiet yet powerful legacy.

Similarly whilst discovering Myanmar, fortune enabled me to meet another genuine individual. Myanmar is a remarkable country, rich in spirituality and the most striking smiles of its people. It is here that fortuitously I met meeting Ye Htut Win. He is the son of a Diplomat who has travelled the world, yet his heart never left his homeland. An obvious maverick, he returned home with a vision for success, his passion for food and a desire to make a difference. Sharkey's

He has established a business that showcases Myanmar’s magnificent produce, but with a difference – their produce is inspired by the foods Mr. Ye tasted around the world, and then made better. Crafted using his own Myanmar organic produce and artisanal methods, his fare is true artistry. He has developed and trained a network of artisans as well as farmers who are now growing organic heirloom fruit & vegetables as well as raising animals. Both the plants and local breeds are carefully chosen for those that can become accustomed to Myanmar’s climate and soils. All are cultivated using only sustainable, environmentally friendly methods.

So extraordinarily, whilst in Yangon I found myself in his eatery and unexpectedly savouring some of the most astonishing delicious cheeses (and I live in Switzerland!), breads, chili fondue and heavenly gelato. If your travels take you to Myanmar, ensure that you make a trip to Sharky’s. You will be amazed too. But what will warm you, wont just be the quality and delectableness of the food you eat but understandably the passion and pride in what has been achieved. Sharkey's eaterie

In meeting these two very different but unique individuals, in two completely parts of the world, what I found so enlightening was that through their shared example, sustainable tourism is not about doing what looks good today, it is about doing good for tomorrow regardless of who is looking today. Thank you gentlemen for keeping it real. In doing so, you are leaving a true legacy.


Destination USA – Leading By Example

Every once in a while – a rare occurrence as of late, but it does happen – a powerful leader exercises authority by acting with incredible humility, expressing genuine desire to learn more about an issue that is growing in importance. Such a period of learning has taken place, surprisingly, in a nation historically not known for humility – the United States of America. The issue: the value of the Tourism industry to American jobs, earnings and general wellbeing.

Trafalgar USA It all started with a flippant statement made by President Obama in 2009 at the beginning of the global economic crisis. His comment was targeted at Watt Street bankers hosting expensive conferences in Las Vegas while Main Street citizens were losing their jobs and pensions. That relatively simple comment opened up a complex process of presidential ‘re-education’, with leaders of American travel companies and associations descending on the White House, united by the US Travel Association, to set the record straight: travel, conferences and holidays create American jobs, fuel the American economy, and strengthen American competitiveness. Travel is exactly what America, and Americans need to get the economy moving again. With one of the most sought after, diverse, naturally, historically and culturally rich destinations of travellers worldwide, the United States of America has an asset that must be put to work.Since then, and to his credit, the President has taken concrete, confident steps to put travel and tourism at the centre of the American economy. Major national initiatives, from the relaunch of Brand USA (first time all states have come together with one voice), the passing of a bill regarding step-changing visa facilitation, creation of ESTA (tourist tax), increasing Consulates to issue more Visa’s in China and now the recently launched National Travel and Tourism Strategy, Significant, strategic, steps of substance which will transform the national tourism industry, quickly.As recently expressed in a White House bulletin,: “Last year, 62 million international tourists visited the United States and pumped a record $153 billion into local economies, helping to support the 7.6 million jobs in our travel and tourism industry. These numbers make tourism America’s number one service export.”

Clearly the President ‘gets it’, and is focused on getting the industry working harder, smarter, stronger, together.

I am in fact currently travelling in the Unites Sates, on Trafalgar’s Historic Highlights. I am writing from the Nation’s Capital this morning – having spent yesterday with my fellow travellers awed by the beauty of the city, poignancy of its monuments and rich history. Speaking of which we leave for Mount Vernon, George Washington’s historic estate this morning.

The global tourism community needs to take notice of this important act of leadership. Through concrete steps, the USA has ensured that it will break through destiantional clutter and showcase itself. And in doing so, positioned itself as one of the world’s loudest champions of the travel and tourism sector.

And now destination competitors!