Happy Earth Day! What better day to introduce you to our friend, Lesley Robb – a seasoned sustainability strategist and brand consultant with over 18 years of experience working with travel and tourism brands to build purpose-driven, ethical businesses.
Through her work at Swell Impact, Lesley helps organizations reimagine travel as a force for good—crafting strategies and brand stories that prioritize people, culture, and the planet. Based in Halifax, she brings a global perspective and local commitment to every project, building lasting impact for clients around the world. Her approach is grounded in deep industry knowledge, collaborative leadership, and a passion for transforming how we travel and connect.
Staying true to her love for travel, Lesley has worked with clients including Discover Halifax, Akwesasne Travel, East of 80 Travel, Cape Race Newfoundland, UnTours and UnTours Foundation, UnCruise Adventures, Quark Expeditions, Planeterra Foundation, The Travel Corporation, Sustainable Travel International, The June Motel, Wendy Perrin Travel of Condé Nast Travel and many more.
We sat down with Lesley for a Q&A to dive into how tourism can be used to do good – especially good to the earth!
Q: Let’s start with the name—what’s the story behind Swell Impact?
A: Swell is a word that moves. It’s a nod to the ocean (I live in Nova Scotia, Canada and spent years on the shores of the Great Lakes), and the way small, consistent waves can build into something powerful. That’s how I see impact, especially in the world of tourism and small businesses. It doesn’t have to be perfect. It’s the steady ripple effect of conscious decisions, shared knowledge, and shifting systems to benefit all.
Q: What sparked your passion for sustainability and ethical travel? Was there a “lightbulb” moment?
A: Growing up, I spent a lot of time in Banff, Canada, where people come from all over the world to experience the Rocky Mountains. From a young age, I saw the tension between awe and impact—how tourism could both celebrate a place and put a strain on it. That stayed with me. Travel can either extract from a place or contribute to its well-being. Ethical travel is about reciprocity, slowing down, and being a guest, not a consumer.
Q: If you could design your dream sustainable getaway, what would it look like?
A: It would be slow. Community-rooted. Somewhere with a strong sense of place and stories that live in the land. Those stories would be rooted in local food (I love farmer’s markets), good conversations, trails or views to connect with nature, a mix of peaceful silence and music, and accommodations run by people who care about their neighbors and the Earth. It sounds a lot like my own backyard, but it’s what I look for anywhere in the world.
Q: Swell Impact just became a B Corp (congrats!)—what did that milestone mean to you?
A: Thank you! Becoming a B Corp was a way to anchor Swell Impact’s values in something tangible and transparent. It gave shape to the work we’d already been doing—centered on equity, regeneration, and storytelling with integrity—and set a standard for where we want to go. For a tiny business like mine, it’s a bold commitment and a beautiful community to be part of.
Q: Today is Earth Day! If you could gift the planet one thing, what would it be?
A: A deep, lasting reconnection between people and nature. Many of our crises—ecological, social, and spiritual—stem from a sense of separation. If more of us could remember that we are nature, not separate from it, we’d move through the world with more humility, care, and responsibility. That reconnection could shift everything.
Q: How do you personally like to mark Earth Day, and what does it mean to you as someone who works in sustainability year-round?
A: Earth Day is a moment to pause and reconnect, not perform. I usually spend time outside with my family, walking along the ocean and appreciating the beauty of the Earth. It’s a chance to make space for wonder and gratitude. I may sound cheesy, and you’ve heard it before, but I do believe Earth Day is every day.
Q: If someone wanted to travel more ethically tomorrow, what’s one small shift they could make?
A: Start by asking, “Who actually benefits from my visit?” Choose places and experiences where local people, communities, and the land itself are respected and supported. Truly understanding the stories behind the people and places you visit goes a long way; so does learning even a few words in the local language. This shift in awareness transforms travel into something more reciprocal—and much more rewarding.
This or That?! with Lesley
Mountains or the ocean?
So hard to choose! The ocean, because my home is shaped by it.
Sunrise or sunset?
Sunrise. It’s quiet, hopeful, and often underappreciated.
Plane, train, or road trip?
Train. Slow, scenic, connected and way less carbon. I do love a good road trip in my EV, though!
