28th August 2025

Tourism Needs Activism: 3 Lessons from Patagonia

When you think of Patagonia, you might picture high-quality jackets and gear made for wild adventures. But what makes Patagonia truly iconic is not just what they sell. It is what they stand for.

The company has become famous for activism. From running campaigns telling people not to buy their jackets, to donating profits to protecting wild spaces, Patagonia has proven that business can be a powerful force for good.

When founder Yvon Chouinard announced that “Earth is now our only shareholder,” it wasn’t clever marketing. It was a call to action. A reminder that our choices matter.  Whether we are running a business or deciding how and where we travel.

And tourism needs this reminder more than ever.

Tourism is one of the most powerful industries in the world. It moves people across continents, fuels local economies, and shapes how we see ourselves and each other. But it also carries responsibility. If all we chase are bucket-list photos or comfortable escapes, we miss the chance to travel in a way that truly matters.

This is where activism comes in.

Travel is not just about seeing the world. It is about shaping it. The choices we make as travellers can protect wild spaces, support communities, and restore our own wellbeing.

Here are three lessons tourism can learn from Patagonia, and how you can experience them yourself when you choose responsible, sustainable travel.

Activism for People

Travel should not only entertain us. It should also restore us.

Research shows that time outdoors improves mental health, lowers stress, and boosts resilience. The best kind of travel is not just a break, it is a reset. It helps us return home clearer, calmer, and more connected.

But there’s another layer. Tourism can also be activism for people when it creates experiences that are inclusive, supportive, and accessible. That means ensuring more people, regardless of age, background, or ability, can experience the benefits of travel and the wellbeing that comes from wild spaces.

At The Hike Collective, this has always been our mission. What began as a small mental health awareness project has grown into an award-winning tour company that creates safe, and welcoming  hiking experiences. Whether it’s a beginner-friendly guided hike close to the city or a multi-day journey in Karijini, every experience is designed to nurture your wellbeing and help you reconnect with yourself.

Experience this for yourself on our Karijini Journey multi-day retreat, where daily hikes are paired with mindfulness and wellness practices to support both body and mind.

Activism for Place

Tourism relies on the beauty of landscapes and the richness of cultures. But too often, destinations are sold without recognising our role in protecting and sustaining them for the future.

Patagonia built its brand by defending wild spaces. And tourism has the same responsibility. Every time we step onto a trail, swim in a gorge, or wander through a botanic garden, we are interacting with environments that need care and respect.

Responsible travel means leaving these places stronger, not depleted. It means supporting local conservation efforts, protecting fragile ecosystems, and valuing cultural heritage.

At The Hike Collective, we call this “activism in action.” For us, it’s not about big campaigns or slogans. It’s about quiet consistency. We support reforestation projects, donate to mental health and conservation causes, and design our tours to tread lightly while leaving a positive impact.

 A beautiful example is Gathered in the Cave, a new wellness experience that combines journalling and yin yoga inside an ancient cave. It’s a chance to connect deeply to place, while also supporting conservation and responsible use of Western Australia’s wild spaces.

When you choose to travel with businesses that prioritise place, you’re not just exploring. You’re protecting the very landscapes that inspire you.

Activism for the Future of Tourism

Patagonia shows us that activism does not hurt business. It builds loyalty, trust, and legacy. Their customers know that every purchase supports something bigger.

Tourism can do the same. By standing for more than just sales, travel companies can attract travellers who want their choices to mean something. And the ripple effect is powerful. More demand for responsible experiences means more operators and destinations will make it their focus.

For travellers, this is the exciting part. You have the power to shape the future of tourism through the experiences you choose. When you book with companies that care for people and place, you send a message. You say that travel should matter. That it should heal, restore, and protect.

And the best part? You don’t have to sacrifice joy or adventure to do it. In fact, these experiences are often the most meaningful and memorable.

Choosing Activism in Travel

Patagonia taught us that activism is not a liability. It is a strategy. And the same is true for tourism.

Travel can be activism when it restores people, protects place, and shapes a future where our journeys leave the world better than we found it.

At The Hike Collective, this is our commitment. Every tour we design is created with care. To guide you into wild spaces, to support your wellbeing, and to ensure that your travel leaves a lasting impact.

Discover how we put these ideas into practice: Explore our tours and experiences