In Good Conscience

On ethical travel, fragile places, and doing good – quietly.

There’s a certain irony in how often we associate the word “experience” with the act of ticking something off a list (and the truth is, even we have been guilty of this). Swim with dolphins. See the gorillas. Visit a floating village. But what if experience wasn’t just about what you did – but how you did it, who benefited, and what impact your presence left behind?

As travel designers, we are asked all the time about “must-do” excursions. But before we make a single recommendation, we always ask ourselves: Is this doing more good than harm?

For us, responsible travel isn’t about a hashtag or a hotel’s bamboo straw policy. It’s about money – specifically, where it goes, and who it helps. When a guest visits a village, stays at a lodge, or joins a local tour, is their spend directly enriching the people they meet along the way? Is it protecting an ecosystem, preserving culture, or at the very least, not causing harm or damage?

Too often, experiences are crafted for tourists, not with the community in mind. Profits flow upwards – to shareholders and exco members, not the hands that do the work. And while no trip is perfect, at Mr and Mr Jones we’ve always believed that travel should uplift rather than extract.

Take gorilla trekking in Uganda’s Bwindi Impenetrable Forest (recognized for its high biodiversity and fragile ecosystem) – mountain gorillas remain critically endangered, with just over 1,000 left in the world. Permits are limited, and rightly so. The funds raised go directly to conservation efforts and community development – but the restrictions on visitor numbers aren’t about gatekeeping (source). They’re about protecting something rare, something fragile.

Or look at Angama Mara in Kenya – a high-touch haven built on a the Oloololo escarpment overlooking the Mara Triangle, yes, but also a project that’s helped reduce poaching, build schools, and support local healthcare through sustainable hiring and reinvestment (source). The same ethos is true at Shinta Mani Wild in Cambodia’s Cardamom Mountains (Southeast Asia’s largest surviving rainforest and an exceptionally diverse wilderness which remains mostly unexplored), where each guest’s stay funds conservation through the Wildlife Alliance and supports surrounding communities (source).

And here’s the truth: the most responsible choices aren’t always the loudest. They’re not always on ‘must-visit’ lists or driven by hype – but they are often quieter, more intentional, and infinitely more meaningful.

This is what we mean when we say “in good conscience.” It’s not about saying no to adventure – it’s about choosing the right kind. The kind that leaves ecosystems intact and communities empowered. The kind that, even in luxury, treads lightly and gives back. Because real travel isn’t about ticking boxes. It’s about asking better questions. And being proud of the answers.

Yours in travel and the pursuit of the extraordinary,

(Ps. Thinking of returning to a destination you’ve been before? That would be a yes from us! Read On Returning for a little inspiration.)