Matthew C. Johnson
President
Sustainable Ascents Foundation

Matthew is a self-described adventure traveler in search of a plot, a part-time endurance athlete, a mosh pit enthusiast and an accidental Fellow at the Royal Geographical Society.

summary
In this episode, Jason Elkins speaks with Matthew Johnson, president of the Sustainable Ascents Foundation, about the importance of sustainable tourism in climbing and how it can empower local communities. Matthew shares his personal journey from a free-range childhood to becoming an advocate for responsible climbing practices that benefit local economies. They discuss the disparities in privilege observed during climbing expeditions, particularly in Kilimanjaro, and how the foundation aims to create a model that ensures local communities are involved in tourism. The conversation also touches on new projects in Bolivia and the Caucasus region, emphasizing the need for community involvement and sustainable practices in tourism.

takeaways

• Sustainable tourism can empower local communities.
• Climbing development should prioritize local involvement.
• Cultural immersion enhances the travel experience.
• Tourism can create economic opportunities for locals.
• Community engagement is crucial for sustainable practices.
• The foundation aims to create a model for responsible tourism.
• Volunteers are essential for community projects.
• Cultural exchange enriches both travelers and locals.
• Sustainable tourism should avoid overwhelming local cultures.
• Future projects will focus on gradual, responsible growth.

Learn more about Big World Made Small Adventure Travel Marketing and join our private community to get episode updates, special access to our guests, and exclusive adventure travel offers on our website.

Mark Everton
CEO
Explore Seattle Southside

Mark spent 35+ years managing hotels for Four Seasons, Marriott, Hilton and Joie de Vivre on the west coast and Hawaii. In 2016 Visit Oakland (California) was searching for a new leader. Mark chose to make the leap from hotel to destination leadership.

In the midst of Covid and the shut down of travel, the Seattle Southside Regional Tourism Authority began a search for a replacement for the retiring founder of the organization. The area surrounding the SeTac airport was an interesting opportunity and Mark was fortunate to be selected as the organization's CEO. After a rebrand and a re-imaging of the region and the organization, things are going wonderfully. The organization continues to receive awards and accolades for its novel approach to marketing a destination that has 52 million visitors annually but lacks name recognition.

summary
In this episode of the Big World Made Small podcast, Jason Elkins interviews Mark Everton, CEO of Explore Seattle Southside. They discuss the role of Destination Marketing Organizations (DMOs) in promoting tourism, the unique marketing strategies employed by Explore Seattle Southside, and the importance of creating engaging experiences for travelers. Mark shares insights on how to effectively communicate with potential visitors, the innovative projects like the UFO Trail and Bubble Tea Trail, and his personal journey in the hospitality industry. The conversation emphasizes the value of collaboration between DMOs and local businesses to enhance tourism and create memorable experiences for visitors.

takeaways

• Explore Seattle Southside is a unique DMO focused on the Seattle-Tacoma area.
• DMOs can be funded through various sources, including hotel assessments and public funds.
• Effective marketing strategies can help local attractions reach potential visitors.
• Engaging with travelers before and after their trips can enhance their experience.
• Creating themed trails, like the UFO Trail, can attract interest and tourism.
• Collaboration with local businesses is essential for successful tourism marketing.
• Mark's journey in hospitality began at a young age, leading to his current role.
• Understanding numbers and financials is crucial for effective DMO management.
• Creativity in marketing can lead to unique and engaging experiences for visitors.
• Leveraging DMOs can provide free marketing resources for local businesses.

Learn more about Big World Made Small Adventure Travel Marketing and join our private community to get episode updates, special access to our guests, and exclusive adventure travel offers on our website.

Owner & Founder
ALSUR Expediciones

Gerardo Niklitschek is the founder of ALSUR Expediciones and one of Patagonia’s most seasoned and respected adventure guides. With more than 30 years of experience exploring the wild landscapes of southern Chile and Argentina, Gerardo leads unforgettable journeys into the heart of Patagonia—combining cultural insight, deep environmental knowledge, and technical expertise.

Born and raised in Chile, Gerardo is a certified Physical Education and Recreation Instructor with advanced training as a rafting, sea kayaking, and mountain guide. His work has taken him across some of the region’s most iconic protected areas, including Pumalín Park, Valle Chacabuco, Vicente Pérez Rosales, Bernardo O’Higgins, and Torres del Paine, where he specializes in overland expeditions and immersive nature experiences.

Now based full-time in Patagonia, Gerardo designs and leads custom adventures through ALSUR Expediciones, offering trekking, horseback riding, kayaking, mountaineering, and wildlife trips that reflect his deep love for the land. Fluent in both Spanish and English, he’s known for his calm leadership, vast regional knowledge, and ability to bring Patagonia’s landscapes and stories vividly to life.

Summary
In this episode of the Big World Made Small podcast, host Jason Elkins speaks with Gerardo Niklitschek, the founder of ALSUR Expediciones, about his journey in adventure tourism in Chile. Gerardo shares his early experiences in nature, the evolution of outdoor guiding in Chile, and the significant influence of Douglas Tompkins on conservation efforts. The conversation highlights the growing importance of sustainable practices in tourism and the challenges of building a successful team in the outdoor industry. Gerardo emphasizes the need for a connection between adventure tourism and conservation, showcasing the beauty and potential of Patagonia as a premier destination for adventure travelers.

takeaways

• Gerardo Niklitschek is the founder of ALSUR Expediciones, focusing on adventure tourism in Chile.
• Chile has rapidly grown as a destination for adventure tourism over the past decade.
• Gerardo's passion for nature began at a young age, exploring the outdoors independently.
• Family support was crucial, even if they didn't fully understand his passion for the outdoors.
• The outdoor guiding industry in Chile has evolved significantly, with more trained professionals now available.
• Gerardo's early experiences in nature shaped his desire to share these adventures with others.
• Douglas Tompkins played a significant role in conservation efforts in Chile, influencing Gerardo's approach to tourism.
• Conservation is increasingly important to clients, with many willing to pay more for eco-friendly experiences.
• Building a successful team in the outdoor industry requires dedication and a focus on training.
• The future of adventure tourism in Chile looks promising, with a growing interest in sustainable practices.

Learn more about Big World Made Small Adventure Travel Marketing and join our private community to get episode updates, special access to our guests, and exclusive adventure travel offers on our website.