On the Couch with Jean Claude Razel

In 2022, Chamonix based Jean-Claude 'JC' Razel burst onto the sustainability scene when he delivered his keynote talk, Fire: Our World In Transition, at the Adventure Travel Trade World Summit in Lugano, Switzerland.

The key takeaway from his talk? Razel said that as an industry we need, “A transition narrative for tourism – less is better.” Looking ahead to a future that is decarbonised, local, and educational, he challenged the industry: “Don’t sell what customers want. Start selling what destinations need.”

It's a talk that every traveller needs to hear, that's why we're sponsoring his special online event on World Tourism Day, 27 September 2023, where he will deliver a tailored version of his passionate speech outlining how you, as a traveller, can help shape the future of adventure travel. Register for the event here.

In the meantime, get to know one of the leading minds in sustainable travel, who is making the bold call for travel companies to reprioritise their offerings - based less on what consumers want and more on what destinations need and demanding positive impact over profit.

Describe yourself in five words.

•    Enthusiastic
•    Creative
•    Active
•    Committed
•    Determined.

What is an achievement you are most proud of?

That's an easy one. Without a doubt my two daughters are my greatest achievement.

Do you have a life motto?

In the end, all is good. If it's not good, it's because it's not the end.  

What is the best travel advice someone has given you?

Go slow – focus on building a connection to local people cultures, food, and music. It has become more than just advice for me, it has become a travel philosophy, and a large basis of the webinar I will deliver on World Tourism Day, 27 September, for World Expeditions.

How do you minimise your impact when you travel?

I really try very hard to ensure I do not take any internal flights when visiting a destination. I like to be active and travel under my own steam. Trekking or cycling provides the option to minimise internal vehicle transport - ensuring a low carbon footprint and taking the pressure off local infrastructure. It also ensures you stay more local and soak in a destination rather than trying to tick off too many boxes in one visit.

How do you define ‘adventure travel’? 

No schedule, no daily program. Complete freedom and flexibility.

Three items you pack for every trip?

1. Headlamp
2. Poetry book
3. Sunblock

What are the key factors you consider when selecting an adventure travel destination?

Is it close? I like to try and stay local.

Do we have good maps? We all need to know where we are going, right?!

Are the people friendly? This is the case the majority of the time but it is good to double check before deciding.