TORONTO — When friends get together – especially friends who love to travel – incredible things can happen.

A new travel company, GeoCultura, offering ‘specialty holidays for the curious traveller’, was founded by a group of well-travelled friends, eager to help holiday-makers  “looking to learn more about the dramatic landscapes of the ‘must-see’ destinations,” says GeoCultura’s interim CEO, Pamela Foden.

That translates to a niche focus on trips highlighting the history of the earth and local culture, with tours led by expert scholars and scientists.  Says Foden: “The geology of the landscapes is just the starting point for each tour; it’s the hook which will take the group on a time travel to understand how the history and the culture of a destination has been influenced by the landscape.”

The company pays 15% commission to travel agents. “[Travel advisors] are so important in our business,” says Foden. “They are the chain of communication. They play an integral role. Since the company launched in January they have been intrigued and we have had an incredible response. We value the relationship of the travel advisor.”

This is GeoCultura’s first full year in business, with trips so far in the U.S., the UK and Europe. We caught up with Foden to find out more.

Travelweek: What is GeoCultura all about – and is it a new company?

Foden: “The founders of the company are a group of geologist friends, all well-travelled through their work. They wanted to set up a new kind of tour operation that would appeal to the curious traveller looking to learn more about the dramatic landscapes of the ‘must-see’ destinations.

“Joining one of GeoCultura’s trips provides a unique opportunity to explore the history of our earth and its influence on our culture, history and economies, in the company of experts and like-minded fellow travellers.

“GeoCultura has launched 19 tour departures in 2023, its first full year.”

Travelweek: How different are these tours from other traditional tours?

Foden: “[We] take curious and enquiring travellers through the deserts, prairies and forests of North America, to the rocky crags of Scotland, and to the hidden highlights of Southern England, in small groups led by scholastic leaders in the fields of geology and history.

“Travel that counts is travel that adds wisdom and experience to those who venture, and brings that much more understanding about the world we inhabit.

“Consider a tour that moves beyond the bounds of Outlander to revisit the amazing history and conflicts that shaped the DNA of the North West Scottish Highlands. The Highlands scenery provides a dramatic background for groups of 12 to 14 people to visit seminal sights in Scottish history and learn how geology influenced battles, castles and wars.”

Finding ammonite fossils in Lyme Regis, West Dorset, England

Travelweek: Often tour companies try to keep their product very broad, to appeal to the most consumers possible. GeoCultura has gone the opposite direction, with a very specific focus on geology, science, communication and history. What was the thinking behind this very niche approach? And do you think micro-niche is the new normal for the travel industry? 

Foden: “GeoCultura are specialty holidays for travellers who want to delve deeper and broaden their knowledge of a destination. There is plenty of time for questions and discussion and with most meals included in the tour price, meeting new people and sharing new experiences is the core of the holidays.

“Drawn from the fields of geology, science, communication, and history, GeoCultura’s tour leaders encourage travellers to go deep – often all the way into the geologic substrate of a place, illuminating the role of earth history in culture and society.

“Participants in GeoCultura tours aren’t content to dance across the surface of a destination in a ‘if it’s Tuesday it must be Belgium’ romp. This is travel with like-minded folk who want to know how the effects of the natural environment are woven into the human history of a place.”

Travelweek: Thanks to social media, it’s much easier now to find and market to travellers interested in very specific-themed tours like GeoCultura’s. How will you be promoting your tours, and especially how will you be getting the word out to travel agents?

Foden: “Via stories in the trade press through our PR consultant, and through social media, to encourage agents and would-be travellers to consider something different. We promote our tours across all the social channels [including] Instagram, LinkedIn and Facebook.

“Thank you to Travelweek … through you we are able to reach the travel advisors and tell our story about the exclusive and niche tours  for the curious that GeoCultura has to offer. [Travel advisors] are so important in our business. They are the chain of communication. They play an integral role. Since the company launched in January they have been intrigued and we have had an incredible response. We value the relationship of the travel advisor.

“As a small and nimble company GeoCultura is well-place to help travel advisors find something different for their customers. As well as offering scheduled tours we are pleased to offer bespoke private tours which offer plenty of opportunity to dial up or down the geology, history, architecture, literature, or art, to suit the interests of the customers.”

A coastal walk in Assynt, Scotland

Travelweek: What can travellers expect from a GeoCultura trip? How intensive is the learning component? And would travellers who don’t have a particular interest in geology find it hard to engage on one of your trips? 

Foden: “The geology of the landscapes is just the starting point for each tour; it’s the hook which will take the group on a time travel to understand how the history and the culture of a destination has been influenced by the landscape. We explore how the local food and wine is derived from the ‘terroir’, with a little bit of science (with some enjoyable wine tasting, of course!). We talk about famous writers and artists who took inspiration from the landscapes, with opportunities to visit art galleries and museums, too. Fossil-hunting is another element of some of our tours.

“What is important to stress is that the interests of the group will determine the final shape of the tour. The expert leader and tour manager will ensure each member of the group is well-looked after and wherever possible they will accommodate requests, so that everyone has a great time. Free time is built in, but if the group or individuals need more, (or less) this will be arranged.

“GeoCultura offers geology and culture escorted tours in 2023 to spectacular landscapes in Britain, Spain, Greece and North America. Small groups, with no more than 14 guests. Brilliant for single solo travellers, as most of our 2023 tours have no single supplement.”

Travelweek: What can you tell us about the accommodation on your trips?

Foden: “The hotels are carefully researched and handpicked. Sometimes the choice is limited by the location, but you can be sure they will be comfortable. Some are quite unique and special, especially in Europe and Britain, full of history and character. For example, Coul House Hotel in the Highlands of Scotland (September 2023 NW Highlands of Scotland tour), and The Queensberry Hotel in Bath, and The Acorn Inn in Dorset (May 2023 London and Southern England tour). The team pays close attention to guest reviews for each of their tour hotels, to make sure we don’t overpromise.

“The choice of restaurants gets the same special attention. We try to ensure a variety of styles, but always a varied menu to suit everyone in the group. One example we are using for next week’s Jurassic Coast tour in Dorset is ‘THE PIG – On The Beach’. The same short tour runs again in June 2023. In London, for the first night of the Southern England tour in May, the group will enjoy the Brasserie Max in Covent Garden Hotel. This is a very special place, where the group will be really well looked after. We also have a lovely surprise for breakfast the following morning!”

Devil’s Doorway, Wisconsin

Travelweek: GeoCultura pays 15% commission. That’s sure to get the attention of many travel advisors. Why is GeoCultura interested in working with travel advisors?

Foden: “It’s a good way for us to reach the important North American market. We offer a personal service and can guarantee each travel advisor that wants to work with us, that we will look after your customers. Our experts are based in each of the countries we run tours, so they are our ‘on the ground’ advisors and will answer specific questions promptly.

Travelweek: Is there anything else you want travel agents to know about GeoCultura?

Foden: “GeoCultura has put together a Coronation Spectacular Tour, May 6 – 13. 2023. Great way to experience history and enjoy the celebrations and take a fully escorted tour to some of the world’s top heritage sites.

“In May, the world will witness the Coronation of King Charles III. Our fully escorted Southern England tour commences in London just after the Coronation weekend (7-12 May). If you’d like to be part of this historic event and enjoy the unique pomp and pageantry of the royal procession, we can arrange an earlier arrival at our central London hotel. Book soon, rooms for Coronation Day (Saturday 6 May) are limited. First come first served!”

More information about GeoCultura can be found at www.geoculturaworld.com.

Ancient Corinth in Greece