What does transformative travel actually mean beyond the marketing jargon? Travel industry expert Lindsey Walter joins James to explore whether this trend is genuine substance or just another industry fad. From her first Kenya safari challenging assumptions about the future of the African travel industry to a deep dive into what businesses should be looking out for when it comes to selling experiences. Lindsey shares her profound travel moments and reveals why transformative travel focuses on what Africa gives YOU as a traveller and how that links to the marketing approach from the travel sector.