Travel Positive™

It’s the engine that powers everything we do. Born from years of on-the-ground experience and careful listening to our travellers, it guides every decision we make, from the partners we trust to the places we visit.

It’s about igniting discovery, joy, and wonder—all while making sure local communities and natural habitats genuinely benefit from our presence. We know the act of travel can have an environmental cost; Travel Positive™ is our promise to address that head-on, using both thoughtful planning and tangible actions.

Yes, there’s a lot going on behind the scenes - our internal scoring system, meticulous impact assessments, even a “carbon rent” we pay for each itinerary. But we believe you deserve to know the basics:

1. We Measure What Matters:
Each trip you take has a measurable positive impact across five key pillars - ranging from supporting biodiversity to enhancing cultural exchange. We don’t believe in half measures; if it’s part of your holiday, we hold it to these standards.

2. We Price Our Carbon—and Then Invest:
Travel comes with a carbon cost. Instead of offsetting through generic schemes, we’ve chosen a more direct path. We peg our internal carbon “tax” to the EU Emissions Trading System, then channel those funds into projects in and around our host communities—projects that help preserve wild places, uplift local livelihoods, and nurture the regions we hold dear.

3. We Keep Pushing Ourselves Forward:
Our scoring system doesn’t stay static. It’s built to evolve year over year, driving us to innovate and refine our itineraries so that each journey leaves a deeper, more positive footprint.

“We see travel as a gift—an invitation into the great unknown, where we step outside our comfort zones and grow as global citizens.”

Trust in Authenticity
When we say your holiday is Travel Positive™, it’s backed by ongoing, rigorous evaluation - both of what we include and what we leave out.

A More Meaningful Experience
You’ll connect with people, places, and cultures in ways that go beyond mere sightseeing. Expect genuine welcomes, memorable “wow” moments, and a warm understanding that you’re contributing to something bigger than yourself.

A Shared Adventure
By travelling with us, you join a growing community of adventurers, families, solo explorers, and local partners all working towards a more thoughtful and beneficial way to explore our world.

And we’re proud to share our vision, outcomes, and the spirit behind Travel Positive™. However, the specific scoring formulas and system details remain our “secret sauce.” They allow us to keep improving without handing the methodology over to less rigorous operators. What matters most is that we do the work: tracking, testing, and verifying every trip so we can keep evolving to make travel even more positive for everyone involved.

You’re embracing a deeper commitment to people, places, and planet—one that we carry on our shoulders with genuine pride.

Ready to experience travel that’s impactful, heartfelt, and built to last? Our team is here, ready to design an itinerary that reflects both your sense of adventure and your desire to tread lightly.

Pura Aventura: For the joy of travel, done responsibly—Travel Positive™.