Spring 2011 sees the launch of travel advisory website Magnetic Junction, pioneering new options within responsible adventure tourism.
Magnetic Junction recommends tour operators and outdoor brands that demonstrate environmental and social responsibility.
Acknowledging the luxury of travel, the website aims to take sustainability to the next level by providing a door-to-door analysis of adventure tourism.
After travelling around the world in 2009, founder William Ross wanted to create a resource to inform and advise people of new places to visit. In response to the increasing accessibility of the outdoors and growing consumer awareness of environmental issues, he created a website to advise on travel options before, during and after a trip to an adventure destination.
Magnetic Junction is made up of a team of freelance writers who blog about places to go and gear to get.
Team members review trips and gear across established sports including cycling, running and trekking, as well as the emerging travel activities of swimming, surfing and ski-mountaineering.
Through writing about challenging trips and performance gear, writers hope to inspire others to take on demanding adventure holidays.
Beyond recommending places and gear, Magnetic Junction features projects that demonstrate corporate social responsibility within and outside tourism.
While efforts towards sustainability may reflect appealing ethical elements, Magnetic Junction also enjoys associations with innovative projects that advertise the creative opportunity available in product design and manufacture.
Magnetic Junction aims to become the meeting point for the responsible adventure travel market, aiding the consumer to take on more challenging trips with greater confidence.