Today’s speaker at the Institute’s Public discussion out-reach program was Anna Pollock. Anna is a founder of Conscious Travel (http://conscious.travel/), as an alternative model to mass industrial tourism that develops conscious hosts capable of generating a higher net return for their business and host community. Her Conscious Traveller concept was developed as a response to the hesitancy with which mainstream tourism approached the need to reduce its environmental impact and heartened by research that shows customers might be changing faster than suppliers. Believing that tourism cannot continue to grow indefinitely on a finite planet without destroying the beauty and cultural integrity of the places and people it depends on, Anna believes that we have to find a better way – one that replaces the concept of more with better and focuses on delivering better for more. The concept of Conscious Travel that Anna developed from a practitioner’s point of view is theoretically well aligned with the idea of transformative tourism. Anna is also a keynote speaker at the forthcoming conference Critical Turn Studies, co-organised by the Institute for Tourism. It is a network of scholars who share a vision of producing and promoting social change in and through tourism practice, research and education.