John Gunter, President & CEO of Frontiers North Adventures, spoke early last month at the Skift Global Forum.

Frontiers North Adventures has been on the frontline of responsible tourism. From its day-to-day work to build an ethical travel product to its unique work with polar bears, Frontiers doesn’t do mass market the usual way.

“Keep in mind stakeholders are included in your community,” Gunter told the forum. “Define your brand position and bake corporate social responsibility into your brand DNA.”

“It doesn’t matter if you operate a small company, or if you work for a larger company, we all need to empower our teams and staff to make responsible decisions.”

His talk, “The Travel Industry’s Footprint,” is in full, below.

Read More: 3 Top Quotes About Responsible Travel From a Tours Expert


Photo Credit: John Gunter, CEO, Frontiers North Adventures, at the Skift Global Forum in New York City on October 9, 2014. Skift