Meet Ami Jones

We recently connected with Ami Jones and have shared our conversation below.

Ami, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

I discovered my purpose through a series of transformative moments that connected my lifelong love for wildlife with a deep commitment to sustainability. Even as a little girl, I would spend hours thumbing through my dad’s National Geographics, dreaming of traveling the world and helping protect the incredible species I saw on those pages.

That childhood spark turned into a calling as I grew older. In 2008, while traveling in Belize, I came across a mural protesting cruise ships and started to understand the profound impact tourism can have on communities and ecosystems. From there, I designed my own degree in Sustainable Tourism and immersed myself in experiences that deepened my commitment—from studying Andean cultures in Peru to working on snow leopard conservation in Tibet.

But it was moments like seeing my first polar bear in the Arctic or watching a lion roam the African savanna that truly solidified my purpose. Witnessing these magnificent animals in their natural habitats made the urgency of protecting them real and personal. Those experiences inspired me to dedicate my career to using travel as a tool for positive change—educating travelers, protecting ecosystems, and supporting communities.

Every role I’ve taken on since has been about aligning my work with that purpose—whether it was pioneering the world’s first zero waste adventure, leading trips that support small communities, or building sustainability initiatives that challenge our industry to do better. For me, travel has always been more than a job; it’s a way to inspire people to care for the planet and all its creatures.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’m Ami Jones, and after years working in sustainable tourism and conservation-focused travel, I’ve shifted my full focus to leading TerraFauna Journeys—a boutique travel company creating exclusive, conservation-centered journeys to the world’s most extraordinary wild places. At TerraFauna, we design luxury experiences that immerse travelers in nature while directly supporting local communities and critical conservation efforts.

What excites me most right now is the official launch of our brand on July 16. We’re unveiling special opportunities for Founding Members to join us in this movement to redefine luxury travel through our philosophy of access over excess—prioritizing meaningful, transformative experiences over wasteful indulgence. Our goal is to inspire a shift in the industry toward purposeful, regenerative travel that benefits both people and the planet.

As part of this mission, we’re partnering with incredible organizations and changemakers like Rewilding Chile, The Jane Goodall Institute, and Australian Geographic—people and groups who are doing the real, on-the-ground work of conservation and community empowerment. Our inaugural itineraries will take travelers to places like Uganda for gorilla trekking and conservation experiences, Chilean Patagonia’s Route of Parks to witness rewilding in action, and Costa Rica’s lush rainforests alive with innovative conservation projects.

Through TerraFauna Journeys, I hope to connect travelers with the inspiring people and wild places that need our care the most—sparking a sense of stewardship that lasts long after they return home.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, three qualities and skills have been most impactful in my journey:

Curiosity
From questioning a mural in Belize to learning about Andean cultures in Peru, curiosity has driven me to seek deeper understanding of how people and nature are interconnected. It’s what led me to explore new cultures, conservation issues, and creative ways to design travel experiences that make a difference.
Advice: Nurture your curiosity. Don’t be afraid to ask questions or challenge assumptions—follow your interests and dive deeper into topics that ignite your passion.

Resilience
This path hasn’t always been easy—especially navigating an industry rocked by the pandemic, economic downturns, and shifting consumer trends. Staying committed to my purpose, even when plans changed or setbacks hit, was key.
Advice: Build resilience by embracing challenges as opportunities to learn. Surround yourself with supportive people and remind yourself why you started when times get tough.

Relationship-Building
So much of what I’ve achieved has come from authentic connections—with local guides, community leaders, conservation partners, and fellow professionals. Collaboration and trust have opened doors to partnerships with organizations like Rewilding Chile and the Jane Goodall Institute.
Advice: Focus on listening, learning, and giving before you seek to gain. Show genuine interest in others’ work and find ways to support shared goals—strong relationships are the foundation for making a positive impact.

For anyone early in their journey, I’d say: stay true to your values, invest time in building real relationships, and never lose your sense of wonder. Those are the keys to creating a meaningful path in conservation, sustainable travel, or any field you choose.

How can folks who want to work with you connect?

Yes, I’m always eager to connect and collaborate with people and organizations who share our commitment to conservation and responsible travel.

At TerraFauna Journeys, we’ve established the TerraGuardians program—a community of conservationists, local leaders, scientists, guides, and advocates who help us ensure our journeys have real, positive impacts on wildlife and communities. TerraGuardians are vital partners who contribute their expertise and passion to co-create meaningful travel experiences.

We’re also excited to be unveiling a Founders-only program, limited to just 10 special early adopters of the brand. This exclusive group will have unique access to upcoming trips, insider insights, and opportunities to shape the future of TerraFauna Journeys.

In addition, we welcome partnerships with Travel Advisors who work with clients aligned with our mission—travelers seeking purposeful, conservation-focused journeys. Travel Advisors play a key role in connecting passionate travelers with experiences that inspire stewardship and support lasting conservation efforts.

We’ll soon be launching a crowdfunding campaign as part of our mission to grow this movement. It’s an invitation for anyone who believes in thoughtful, impactful travel to join us in supporting conservation and community empowerment worldwide.

Contact Info:

Image Credits

Denis Onyiko, Australian Geographic Travel, Wayde Carroll

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