Meet James, a dedicated advocate for social impact through tourism, focusing on uplifting and empowering local communities in rural Uganda. With over 25 years of commitment to non-profit work, James found his purpose in providing essential resources and guidance to the underserved, particularly women and youth. In 2017, James founded the Justice Tourism Foundation, a non-profit organization focused on facilitating economic opportunities for local communities, fostering positive cultural exchanges, and protecting the environment and cultural heritage. The organization addresses community-identified needs in impoverished rural areas, channeling funds from the tourism industry into initiatives such as clean water access, sanitation, and healthcare.

The foundation also tackles human-wildlife conflicts around Kibale National Park, successfully implementing solutions such as bee hives to deter animals and provide economic benefits to villagers. James’s approach to social impact tours, involving equal days of sightseeing and local interactions, combined with volunteer tourism, resonates with conscious travelers seeking meaningful experiences.