Meet Paola Briata from WorldStrides
Next up in our “Meet our CATO members” series is Paola Briata from WorldStrides. Reflecting on trends for educational travel and how we can make more sustainable choices through simply shifting the traveller’s mindset and promoting the advantages of travelling when not everyone else will travel. Her personal dreamtour? “To experience the world at a slower, more meaningful pace, fostering connections with people and places in a way that is both enriching and transformative.” Read on:
- How would you describe your company brand in one sentence?At WorldStrides Canada, education and personal growth are at the heart of everything we do, offering students of all ages and backgrounds the opportunity to explore beyond the classroom and ignite a passion for lifelong learning.
- Considering the overtourism protests of 2024, what does “exploring more sustainable travel choices” mean to you?Exploring more sustainable travel choices means being intentional about where, when, and how we travel. While iconic destinations hold undeniable cultural and historical significance, travellers can help alleviate overtourism by seeking lesser known yet equally enriching experiences. Choosing “off the beaten path” locations not only fosters a more authentic connection with local communities, but also helps distribute tourism benefits more equitably.
For first-time visitors to major destinations, some landmarks may be irreplaceable. However, thoughtful planning—such as visiting during off-peak seasons or exploring alternative sites within the same region—can lead to a more immersive and enjoyable experience while reducing strain on local infrastructure. Sustainable travel is ultimately about balance: embracing cultural discovery while respecting the destinations and communities we visit.
Encourage walking, public transportation (when safe to do so) or other modes of travel that will remove some of the strain on major arteries in/out of urban areas. Seek out vendors who are environmentally responsible with their materials and their relationship with the community. Supporting smaller organizations that directly benefit the area you are visiting is important. Critically evaluate carbon offsetting programs, ensuring they’re effective and transparent, and thoughtfully consider the timing of low-impact travel to avoid hindering environmental recovery.
- Should we move away from the terms “high season” and “low season”? Could there be a better way to promote meaningful, sustainable travel options?The terms high season and low season have long been used to define travel patterns, but reframing how we talk about seasonality could help promote more meaningful and sustainable travel choices. While peak travel periods are often dictated by school schedules, holidays, and weather preferences, offering compelling incentives—such as competitive pricing, unique experiences, and exclusive access—can encourage travellers to consider alternative times of the year.
Rather than viewing certain seasons as less desirable, we can highlight the advantages of travelling during different periods, such as fewer crowds, deeper cultural immersion, and a more relaxed pace. Shifting the conversation toward optimal travel windows or seasonal experiences allows travellers to see the benefits of exploring beyond the traditional peak seasons while still aligning with their personal or academic schedules.
As Climate Change impacts seasonal norms, it may also be in the traveler’s best interest to travel at a different time of year that has lower impact. However, it should be location based to ensure environments and communities have the appropriate time for recovery.
- What are the keys to success in today’s changing travel industry?Success in today’s evolving travel industry hinges on adaptability, foresight, and a deep understanding of travellers’ shifting expectations. Flexibility is essential—not only in responding to emerging trends but also in navigating external factors such as geopolitical changes, environmental concerns, and evolving safety protocols.
Be adaptable. Forfeiting a bit of comfort can be interpreted as an act of service to the host communities. Support local communities in all ways possible and be aware of the strain on their natural resources. Stay focused on conservation: fuel, resources, culture, and fauna/wildlife.
Travel companies that thrive are those that continuously innovate, offering personalized experiences, leveraging technology to enhance convenience, and prioritizing sustainability. Strong communication and a customer-centric approach remain fundamental, ensuring that travellers feel informed, supported, and confident in their journeys. Ultimately, success comes from balancing resilience with agility—anticipating change rather than simply reacting to it.
- Which CATO initiatives resonate with you the most, and why?The Canadian Association of Tour Operators’ (CATO) initiative to unify diverse segments of the travel industry—such as FIT, group travel, MICE, and luxury travel—into a collective voice really resonates with me. This collaborative approach ensures that the diverse realities within the industry are represented and strengthens our ability to advocate for common interests. By working together, we can better address challenges and opportunities that impact the entire sector.
- If you could design your dream tour without any limits, what would it look like?
If I could design my dream tour without any limits, it would be a journey that aligns closely with my personal bucket list. The focus would be on slow, immersive travel—taking time to truly connect with the locals and understand their culture and way of life. I would incorporate activities like yoga or spiritual retreats to rejuvenate both the body and mind, allowing for a deeper sense of relaxation and mindfulness.
This tour would also be centred around healthy, local cuisine, embracing the flavours and traditions of each region. Staying active through nature walks, biking, or other outdoor activities would keep the experience dynamic and balanced. Ultimately, the goal would be to experience the world at a slower, more meaningful pace, fostering connections with people and places in a way that is both enriching and transformative.
In the end, one of life’s greatest luxuries is the gift of time!
www.worldstrides.com