These individuals are recognized as champions of responsible travel efforts within their own companies, and now, among all members of USTOA and the greater tour and travel industry.
The USTOA Future Lights of the Tour Industry was launched in 2022 during USTOA’s 50th anniversary to mark the association’s commitment to focus on the people, issues, and opportunities that will shape and improve the tour industry for future generations. Each of the USTOA Future Lights will help lead us into a more sustainable, responsible, and equitable future. Join us in tipping our hats and raising our collective glasses to toast their achievements and promise.

Julia Cope is Backroads’ first dedicated impact hire, brought on to build and lead a company-wide strategy that turns responsible travel into measurable action across three pillars: People, Planet and Community. Since joining Backroads, she has translated that framework into practical programs that engage office and field teams around the world. Under the People pillar, she launched the company’s first Employee Resource Groups to strengthen belonging and elevate underrepresented voices. For Planet, she has helped advance Backroads’ transition toward electric vehicles and waste reduction programs. For Community, she launched the Give Back program for field teams to engage in hyperlocal community service and support in the places where Backroads travels. Her work has established a clear, scalable model for embedding impact into the company’s culture, operations and guest experience.

Jennie Jouvenaar serves as Head of Sustainability at EF Education First, where she leads the organization’s global sustainability efforts across one of the world’s largest education and travel companies. After starting her career in the public and nonprofit sector, she joined EF in 2016. Jennie’s path to sustainability leadership is a true grow-into story. She began her career at EF in several operational roles, working her way through the organization while consistently advocating for impact and responsible practices. This is not someone who was handed a sustainability title; she built the case for it from the inside out. Her responsibilities span environmental strategy, responsible travel policy, supplier engagement, reduction initiatives, and cross-divisional impact initiatives. She works collaboratively on EF’s sustainability framework across multiple businesses ensuring that sustainability is embedded not just as a value, but as an operational standard. Jennie believes sustainability is fundamentally about change management, requiring resilience and empathy, and she invests the time to build relationships authentically. Her involvement with the USTOA Sustainability Committee and SIR summits further demonstrates her commitment to elevating sustainability standards not just within EF, but across the broader tour operator industry, always seeking synergies to accelerate positive change.

David is proud to have led the introduction of HVO renewable fuel across TUI’s Ultramar Transport operation in Alicante and Málaga. Working closely with TUI colleagues and external partners, he oversaw the conversion of 10 buses and installation of dedicated HVO fuel pumps, enabling the vehicles to reduce fuel related emissions by up to 90%. Seeing the project develop from an idea into a practical solution has been one of his proudest achievements. TUI Musement’s school transport operation has also given the project an important educational dimension. Through the sustainability branding on Ultramar buses, children travelling to school can see that they are travelling on a vehicle powered by renewable energy and learn how transport can contribute to a more sustainable future. He is particularly proud that this initiative can help inspire the next generation. He is equally proud of the company’s progress in diversity. Transport remains a traditionally male dominated industry, but David has actively encouraged and supported women to become professional bus drivers. TUI Musement now has four female drivers within our team, who play an important role in delivering their services and challenge traditional perceptions of the industry. David is excited to continue this journey with TUI and Ultramar as they introduce their first fully electric bus in 2026 and work towards a more sustainable future for transport in Spain.
USTOA active and associate members are invited to nominate a coworker in their company, someone who is seen as a champion in leading and making change, as a potential USTOA Future Light. Each of the many nominations were carefully considered using a blind judging process by a panel of USTOA Active and Associate members and members of the USTOA Sustainability Committee that included Alison Atkinson, Commercial Director at Avanti Destinations; Hege Vibeke Barnes, Managing Director at Innovation Norway USA; Genevieve Lawrence, Sustainability & Impact at MaCher; and Mandi Stefanak, on behalf of Visit Rwanda.
We look forward to welcoming and recognizing these three outstanding USTOA Future Lights at the USTOA Annual Conference and Marketplace in San Francisco, CA later this year.
USTOA thanks Visit Rwanda for their generous support of the USTOA Future Lights of the Tour Industry program.