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‘Join us’: Campaign to Establish Word-of-Mouth Adventure Resource is Launched by Ethical Travel Initiative

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Community built adventure guide is designed to unearth the independent local choices you can struggle to find online, support local businesses and reward ethical practices

Morzine, FRANCE – ‘Know a place? Join Us.’ The industry wide campaign to unearth independent, individual and personal adventure choices you struggle to find online is launched today by new ‘for adventure, not profit’ initiative Much Better Adventures. The campaign encourages anyone with a passion for the outdoors to come forward with suggestions of great local accommodation, outfitters, guides, bars, and restaurants they would recommend to a friend. The word of mouth travel resource is designed to support local businesses and reward ethical practices. ‘Join Us’ is being supported by leading names across the industry, and all suggestions are rewarded with chances to win holidays, clothing and other giveaways.

Co-Founder Alex Narracott explains: ‘In a world where most travel choices on offer are increasingly impersonal, mass produced and formulaic, there are many independent, individual and personal alternatives out there. They are normally the hardest to find online. Through encouraging word of mouth suggestions and reviews we hope to ‘revive the soul of adventure’, helping you connect direct to those who live locally, know the best spots and share your passion for a particular activity.’

As well as your suggestions, the travel guides are being put together by voluntary ‘ambassadors’ – skiers, surfers, climbers, cyclists, trekkers, divers and locals in adventure hot spots around the world. All local businesses are added for free so that others can get in direct contact with them and leave reviews. Those that display a strong ongoing commitment to a sustainable future are awarded muchbetter status and featured profiles at no extra cost. This ensures the selection remains independent, unbiased and accessible to small businesses and community groups. They have also developed a consultancy service to help other businesses go green.

The site already includes over 2000 local providers. More than 250 of these, offering over 750 featured itineraries between them, have been approved as muchbetter. They range from classic adventure holidays – ski chalets, treks, rafting trips, cycling holidays and yoga retreats – to unique, potentially life-changing ideas from inspirational organisations around the world. These could be anything from trekking from yurt to yurt with Mongolian nomads, to surf camps supporting local community development in Peru, to two week horse treks through Rajasthan which deliver relief aid to rural villages.

How to ‘Join Us’

Go to to add your tip. You can enter the draw to win one of a number of adventure holidays, ice climbing lessons at London and Manchester Vertical Chill centres, and t-shirts provided by Picture, a new organic clothing brand. Contact [email protected] if know an area well and want to become the ambassador – creating a ‘muchbetter’ guide, getting featured and earning some money back, or if you wish to ‘Join Us’ as an affiliate partner or sponsor. As a long term campaign, new prizes and sponsors are continually being announced.

Campaign partners and supporters (so far).

Ellis Brigham. Picture Organic Clothing. Adventure Travel Trade Association. Sustainable Travel International. The International Ecotourism Society. A1 Surf. Pocketvillage. Local Travel Movement. The Conch.

About Much Better Adventures

Much Better Adventures is an innovative, community generated adventure travel resource.

In a world where your travel choices all look suspiciously familiar, it is designed to unearth the independent, individual providers that are hardest to find online.

Mission is to support local business and reward ethical practice. Involved in long-term development of technological solutions that provide high impact, low cost marketing for small businesses, communities, and non-profits.

Currently features over 750 travel choices from more than 250 approved members. Another 2000 local providers have already been suggested, but not yet approved for full membership.

Developed a sustainability consultancy in conjunction with Sustainable Travel International, designed to help small businesses go green and cut costs. Partnered with National Geographic and Ashoka Changemakers on the Geotourism Challenge 2010.

Connects you to recommended local providers.

–        Puts you direct contact with local accommodation, tour operators, guides and schools catering specifically to over 25 activities.

Word of Mouth Adventure.

–        A network of on the ground ‘ambassadors’ who have actually have been there.

–        Hundreds of traveller recommendations and unedited traveller reviews.

News and discounts.

–        Exclusive discounts direct from members, rounded up in a fortnightly newsletter.

–        Collaborative blog and monthly e-mag featuring muchbetter people, places, kit & ideas

Contributing members are responsible for the accuracy of content contributed to the Member News section of AdventureTravelNews.

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