Travel by B Corp has announced the launch of the new Swap the Sky initiative, a bold new project aimed at mobilising trade bodies, travel agents, and industry associations to identify and overcome the barriers to selling flight-free journeys.
*All details correct at time of publish (10 October 2025)
The company said in a statement that the launch comes at a pivotal time, as Intrepid Travel announces the landmark decision to reevaluate its carbon commitments and now include passenger travel emissions in its carbon accounting.
This decision to pull back from offsets and hold itself to a more rigorous standard of accountability when it comes to how its passengers arrive at their locations demonstrates the call to action for the travel industry to take responsibility for passenger journeys.
As an example, taking the Eurostar emits around 4 grams of CO2 per passenger kilometre, compared to 154 grams from a short-haul flight. So the footprint of Eurostar is around 3% of a flight, according to Our World in Data.
The Swap the Sky initiative will look to assist the trade in selling flight-free alternative routes from the UK to Europe through the production of a dedicated survey, identifying the key operational, market, and perceptual obstacles of selling these routes.
Once identified, a roadmap will be created by Travel by B Corp to eradicate these barriers and support the travel trade industry in promoting a more responsible journey.
Travel by B Corp warmly invites industry partners to register their interest in participating in the Swap the Sky project as well as helping to distribute the survey among their networks or members.
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