Rather than using travel as a means of sharing meaningful experiences, companies were using travel as a thinly veiled mask to camouflage ads and sponsored content. As clicks and shares took precedence over impact and importance, even the best travel content became suspiciously over-sponsored; the worst became a grab-bag of numbered listicles that all sold the same spiel.
With Passion Passport, the mission was to tell real, compelling stories about people and places across the globe; to turn the conversation away from things, and back towards experiences.