As we step into the new travel norm for the world, there’s a sense that what it will look like might be considerably different from what we are used to. One such person is Tara Harrison. She started a company called Aweventurer, a new small group travel company in Australia.
Aweventurer focuses on ‘transformational’ travel (sometimes called ‘regenerative travel’ in the US) – each trip is a chance to learn a new skill, change or heal yourself, and seek wonder. Founded in 2020 by Tara, who was previously the former editor of the trade magazine Travel Weekly and the PR Manager for Intrepid Travel offers travellers a chance to learn a new skill, change or heal themselves, and seek wonder and awe – and is hosted by an influential person.
With small group sizes of only 12, the company is focused on the connection. Giving people a chance to meet others and connect over a shared passion really dwindled with the cancellation of festivals, book clubs, concerts and travel during COVID. With Aweventurer, hope to bring some of that back to the travel community.
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We spoke to Tara to better understand her journey and how she envisions Aweventurer helping the travel community discover the magic of transformational travel.
Can you share how you came up with the concept of Aweventurer?
I had the idea for Aweventurer when I was driving in a 4WD with a local Bedouin in Oman through high mountain passes. I had these rarefied, goosebump-inducing experiences organised for me because I was a travel journalist, and I thought: how can I create that same magic for every traveller? I hoped that this style of transformative travel would resonate – and it did. Travellers want connection and inspiration and to travel with intent.
Could you share the most impactful trip that you took that changed your perspective and sense of self?
I got to travel extensively for work as a travel journalist, which meant plenty of solo travel, which made me love stepping out of my comfort zone. I found people always take care of you when you travel alone, even in places the media paints in a dangerous light, like Iran.
Iran was one of the most welcoming, hospitable and open-hearted countries I visited, completely counter to its external reputation. I was able to connect with so many beautiful women who wanted to share their stories and hear mine. It made me realise how universal it is to crave connection, and we all want to share our stories.
How have you been keeping the company afloat during this time?
We have been fortunately able to run trips locally in Australia, and connect inspiring trips with travellers who are hungry for inspiration and transformation.
As we slowly open up, what differences do you expect to see in the travel community?
I think we will never take the freedom of travel for granted again. The desire for travel hasn’t changed one iota, so when we can travel safely, the demand will be at an all-time high. I think travellers will want to connect with others and have more meaningful experiences. In today’s climate, travel is no longer a given, so the trips we do take will be more conscious. There will be an intent attached to the journey, such as experiencing joy or letting go of fear; that can be attained by travelling to the world’s most awe-inspiring locations.
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What’s next for Aweventurer?
We are launching international trips to incredible destinations for 2022 – places that have an intrinsic awe aspect – like in an ancestral home in the foothills of Everest; staying at a salt hotel on the high Bolivian altiplano, chasing pumas in Patagonia, staying in the blue city of Morocco, and photographing petrified forests in Namibia.
