Emma Pethybridge

Raised on a small farm in Tasmania, surrounded by pristine wilderness and unique biodiversity, Emma developed a deep appreciation for nature’s beauty and complexity. A life-changing 85km trek with her father at the age of twelve further ignited her commitment to find ways of enabling the enjoyment and use of nature while protecting the biodiversity and cultural heritage that makes it so valuable.

Through her for-purpose agency, ‘Ethical Republic’, Emma founded ‘The Travel Better Project’ to inspire and enable a positive impact approach to tourism in Tasmania.

The initial focus has been on working with tourism operators to make meaningful changes in their business. However, Emma wishes to further develop the concept by creating clear pathways for the not-for-profit sector to partner with tourism businesses for social, cultural, and environmental impact. She also wants to explore suitable models to scale and expand The Travel Better Project in Australia for greater impact.