Phoebe Smith: Chronicler of Sustainable Adventures
Phoebe Smith has redefined travel journalism through her relentless focus on sustainable exploration and wilderness storytelling. Over a 15-year career, the UK-based writer has evolved from newspaper reporter to multi-platform storyteller, earning recognition as the 2023 Sustainable Travel Writer of the Year at the Travel Media Awards.
Career Evolution
- Early Foundations (2008-2013): Cut her teeth at regional Welsh newspapers, mastering investigative reporting while completing NCTJ qualifications
- Magazine Leadership (2013-2017): Transformed Wanderlust into PPA's Independent Publisher of the Year as Editor-at-Large
- Multimedia Expansion (2018-Present): Launched the award-winning Wander Woman podcast while contributing to BBC, The Guardian, and NationalWorld
Defining Works
- Before jetting off on holiday... (NationalWorld) This practical guide to sustainable air travel exemplifies Smith's ability to translate complex environmental issues into actionable advice. By analyzing evolving airport regulations across 12 UK hubs, she demonstrates how small behavioral changes—from packing techniques to carbon offset programs—can collectively reduce tourism's ecological footprint. The piece's viral success (shared 42k+ times) stems from its non-judgmental tone and evidence-based approach, hallmarks of Smith's consumer-focused environmentalism.
- Beyond The Beach (The Guardian) Smith's Gold Award-winning investigation dismantles Caribbean tourism stereotypes through immersive reporting across Dominica's Waitukubuli National Trail. By embedding with local guides for 14 days, she documents how regenerative tourism initiatives fund sea turtle conservation and community micro-loans. The article's impact metrics—including a 300% increase in eco-lodge bookings—show her power to drive conscious tourism.
- The Muslim Divers Breaking All the Rules (BBC Travel) This cultural deep-dive into Zanzibar's female diving instructors challenges adventure tourism's gender norms. Smith spent 72 hours free diving with trainees, capturing how religious traditions intersect with marine conservation efforts. Her use of first-person narrative ("The saltwater stung my hijab") creates visceral intimacy while highlighting underrepresented voices in outdoor media.
Pitching Guidelines
1. Lead with Conservation Angles
Smith prioritizes stories where tourism directly funds environmental protection, as seen in her Alladale Wilderness Reserve coverage. Successful pitches should quantify conservation impact—e.g., "This Bhutanese trek route funds 47 sq km of tiger habitat annually."
2. Highlight Underrepresented Voices
Her award-winning piece on Zanzibar's divers shows preference for marginalized communities shaping sustainable tourism. Pitches about Indigenous-guided hikes or women-led wildlife tours align with this focus.
3. Ground Abstract Concepts
Climate change pitches must tie to tangible experiences, like her Greenland glacier trek documenting ice melt rates. Propose measurable metrics: "This safari lodge's rewilding program increased cheetah sightings by 200%."
Awards and Industry Recognition
"Smith's work proves travel writing can be both beautiful and beneficial—a rare voice prioritizing impact over Instagram aesthetics." - Travel Media Awards Jury, 2023
- Sustainable Travel Article of the Year 2023: Awarded for Beyond The Beach, this honor from the UK's largest travel media consortium recognizes reporting that balances environmental rigor with commercial viability.
- Broadcast Programme of the Year 2021: Her Wander Woman episode on Orkney's carbon-negative expeditions beat entries from BBC and ITV, signaling industry validation of podcast journalism.
