Justin Francis co-founded Responsible Travel, the world’s first business dedicated entirely to sustainable/responsible tourism in 2001. Prior to that he spent 10 years at J. Walter Thompson Advertising and worked with Dame Anita Roddick (a seed investor in Responsible Travel) at The Body Shop as Head of Worldwide Marketing Communications.

Justin was named one of The Times 50 most influential people in travel, and is one of the Courvoisier Future 500. In 2017 The Guardian described Justin as ‘the great activist traveller.’   In 2018 Justin was invited to join the UK Government’s Council for Sustainable Business, twenty business leaders from different sectors of industry working to help deliver the UK’s 25 Year Environment Plan.