We spoke to Alex Veka, the founder and CEO of Vibe Adventures – a travel company specializing in sustainable, small-group travel experiences across Latin America. With over 15 years of experience in the travel industry, he is passionate about reducing tourism’s environmental impact and supporting local communities through eco-friendly practices and partnerships.
What inspired you to start or join your business?
Since I was a kid, I have been fascinated by traveling, discovering new places, and experiencing different cultures. This passion drove me to immerse myself in subjects that allowed me to travel virtually, such as history, geography, and languages. My academic journey led me to study tourism and international relations at the university level. After spending multiple years working in the travel industry, it was not difficult to decide what business to start when the time came: a small adventure tour operator who would help people discover the world in a more authentic, responsible, and fun way.
What unique challenges have you encountered in making sustainable practices central to your travel and tourism business, and how have you overcome them?
Sustainability in Mexico and Latin America is still not a priority for most stakeholders—be it travelers, business owners, or even governments. The efforts remain limited, and there’s a long road ahead to educate people about the importance of sustainable practices for the environment, communities, and attractions. Tourism in Mexico, for example, is still disproportionately concentrated in a few geographical regions, with 80% of international tourism focusing on the top 5 destinations, leaving many areas underexplored. This uneven distribution creates issues like over-tourism in some regions while others miss out on the potential economic benefits.
It’s crucial for governments at all levels to stimulate local tourism and distribute it more equally across the country. Mexico has made some progress with initiatives like the “Pueblos Mágicos” program, which started in 2001 to promote lesser-known destinations. However, recent government policies have led to reduced international promotion, such as the dissolution of the Mexico Tourism Board in 2019, which poses further challenges to local tourism development.
Can you share a specific example of an innovative solution your company has implemented to reduce its carbon footprint or promote eco-friendly travel?
Given the traffic situation in Mexico City, which often complicates and lengthens travel times by car, we modified the logistics of several tours to rely more on walking and public transportation (like the metro or even hop-on-hop-off buses). Internally, we have also moved towards a more remote working model, with employees spending 1-2 days in the office and the rest working from home. This shift has contributed to reducing the use of private transportation, aligning with our commitment to sustainability.
What role does technology play in your sustainability efforts, and how have you leveraged it to enhance eco-friendly travel experiences?
We have partnered with One Tree Planted, allowing travelers to contribute to reforestation efforts by booking any experience or adventure with us. A portion of each booking is donated to this cause, helping to plant trees and restore forests, which is a direct contribution to reducing our carbon footprint and promoting eco-friendly travel.
