Supporting travel entrepreneurs and tourism destinations to grow responsibly.

Get independent travel research, marketing strategies, and creative content to connect with responsible travelers.

Finding responsible travelers – the ones who are going to care about how they travel, the impact of that travel, and the communities they’re traveling through – is a challenge.

Legacy tour operators may have huge networks. Eco lodges may have million-dollar investments. Smaller companies and destinations can feel outmatched.

That’s why it’s so important to create a brand that resonates with responsible travelers.

If you feel like…

Every conversation with a potential traveler is about price…
Your destination’s history continues to confuse clients…
Your visitor numbers and bookings don’t reflect the strength of your story…

Then your travel brand is not communicating the message you need it to.

Now, what if you could…

Easily build collaborative relationships within your destination – and throughout the international community

Have bloggers, influencers, and journalists asking you to share your story with their audience

Earn money for your company and your community while sharing a wonderful experience with travelers


“In a search for a branding copywriter who can find the right words and tone for my photography website, I stumbled across Alex and instantly got drawn to his writing style. I was confident that he would have no trouble writing about my wedding photography (which proved right) based on his experience with media and storytelling. Being a storyteller myself, it was crucial that I work with someone who will dig deeper below the surface.


Timeless Photography

A strong travel brand can unlock these benefits.

The best way to unlock your travel brand is to work with a team that’s been there before.


Alex has been a great help to our startup growth. We immediately connect with the purpose of the project and when solving such an important challenge, his creativity, knowledge and professionalism have been a key piece to achieve our main objectives. We look forward to working with Alex during the entire project.



Hi, I’m Alex. And this is Passport Creative.

Hi, I’m Alex Jeffries

As a tourism marketer and former TV producer, I’ve spent my career seeing how the stories we tell have the potential to inspire real action. Now I use these branding and storytelling strategies to position you for success.

In addition to award-winning work building audiences of several million fans in the US, my recent travel & tourism development work includes:

  • Supporting Sri Lanka’s national tourism policy with the UNDP, including facilitating a participative process of public and private stakeholders
  • Researching itineraries and creating content for daytrips and national park excursions for a Kigali-based tour operator and luxury hotel chain
  • Comprehensive digital marketing plan for a Uganda-based tour operator
  • Website development and digital support for an Entebbe guest house
  • Email marketing for a globally recognized travel affiliate brand
  • Digital reputation development for a Mombasa-based tour operator
  • Development of communication materials (videos + animation) for an ITC project based in Dawei, Myanmar
  • Content development strategy and creation for a New York-based travel blog   


This collection of private and public partners has given me the opportunity to understand tourism and travel from a variety of perspectives.

Your travel brand is also the sum of the perspectives your past and future travelers have about you and your destination.

So let’s get started building a travel brand that connects with them all.

Helping purposeful travel brands become more profitable

We’ll drive this connection through a branding workshop, client and customer interviews, and competitive analysis to help you connect with the right travelers – and become more profitable.

How We'll Work Together

What You Get When We Collaborate

Website Copy

Website Copy

5 pages of website copy to connect with your audience and grow your brand

Brand Positioning Document

Brand Positioning Document

A custom brand positioning document to guide you going forward

Your Unique Voice

Your Unique Voice

3 revisions to guarantee you connect with your new copy

Brand Positioning Workshop

Brand Positioning Workshop

A 3-hour Brand Positioning Workshop to develop your brand and understand your purpose



Professional proofreading for a clean and polished final draft

In-depth Interviews

In-depth Interviews

In-depth interviews with up to 6 target travelers, including a mix of past clients and ideal travelers to help position your brand correctly

Need additional pages of copy?

Branding copy for LinkedIn profile, or cold emails? We can also discuss custom packages. 

Our Process

Delivering On Time, Every Time

Typical timeline: 4-6 weeks

Strategy & Interviews

This is the foundation for your brand. It includes our 3-hour Strategy Session as well as the client and customer interviews to understand and hone your brand’s position.


Drawing inspiration from our conversation, the interviews, and competitor research, we create a travel brand positioning document and web copy that will help you connect to responsible travelers.

Fine Tuning & Laughing

You’ll receive a final version of your Travel Brand Positioning, and the first draft of your web copy. We’ll revise together to ensure your copy fits your voice.

Helping Your Travel Brand Soar

As Kikooko Africa Safaris, a tour operator based in Uganda, we had almost no momentum coming out of the pandemic. With the tireless support from Alex and Passport Creative, our fires have been sparked again and we are becoming a well-recognized travel brand in East Africa and throughout Europe. 


Thanks to the team’s brand development and web writing work, our website traffic is up significantly over any point in the past, we are getting more leads and bookings, and our influence is growing. This growth allows us to do even more with our mission, which is to support the communities in Uganda where we operate. We appreciate the continued support and strategy Alex’s team provides, and we are looking forward to a long partnership.


Take The Next Step

When You're Ready To

 . . then it’s time to develop a better travel brand.

Let's get started today.

Send a message

Give us a call

+33 6 45 30 70 23