S6/E16 Where Sustainable Travel Meets Impact Investing with Jonathan Coleman, CEO, UnTours
Imagine a travel company where the business itself fuels impact, not just through donations but through ownership. That is the UnTours story. In this episode, CEO Jonathan Coleman shares how the world’s first certified B Corp tour operator became part of a foundation that invests every dollar into small businesses creating meaningful change in destinations.
Jonathan walks us through Hal and Norma Taussig’s remarkable origin story, beginning with apartment-based, slow travel in the 1970s and evolving into a vow of poverty that redirected profits into a foundation, eventually transferring company ownership. We then explore the Reset Tourism Fund, which transforms corporate philanthropy from partners such as Expedia Group, TUI Care Foundation, Skyscanner, Tourism Cares, Agoda and XO into flexible, low-interest loans for small tourism enterprises. The results are tangible and people-centered, from Invisible Cities training individuals who experienced homelessness to become tour guides, to Greether creating safer experiences for solo women, to inclusive LGBTQ+ travel initiatives in Colombia that combine safety with cultural immersion.
The conversation also moves beyond offsets into the deeper work of sustainability. Jonathan explains why aligning all foundation assets with mission is essential, how consumer expectations are shifting as greenwashing becomes easier to spot, and why measurement must come before management. Listeners will come away with clear guidance on what to look for as travelers, including transparent certifications and local ownership, and what to prioritize as industry leaders, from supplier selection to risk-sharing models that build more equitable and climate-conscious tourism systems.
Tourism represents about 10% of global GDP, jobs, and emissions. Where our industry goes, the world follows.
Thanks to Intrepid for sponsoring this series!
👉 Listen to Where Sustainable Travel Meets Impact Investing Now
🔥 Special Thanks to our Season 6 Title Sponsors for their Support: Holafly, Propellic, PayCompass, Kaptio, Civitatis and WeRoad
