In a deep-dive interview with Sustainability Leaders United, YAANA Ventures Founder Willem Niemeijer reflects on three decades of championing responsible tourism in Southeast Asia.
From founding Khiri Travel in 1993 to launching hospitality ventures like Cardamom Tented Camp and Anurak Lodge, Willem shares how a passion for authentic travel experiences evolved into a portfolio of purpose-led businesses.
One of the core themes that emerges is his belief in visitor dispersion
the idea that responsible travel isn’t about limiting numbers, but about guiding travelers away from hotspots and toward lesser-known, culturally rich destinations. "The biggest enemy of sustainability is concentration," he explains, advocating for itineraries that benefit entire regions, not just the usual suspects.
Willem also highlights the challenge of "commodified" tourism — where flights, hotels, and cookie-cutter experiences dominate
and why Khiri Travel’s success lies in creating meaningful connections between travelers and communities. He discusses the importance of local talent development, emphasizing how hiring, training, and empowering local teams leads not only to better guest experiences but also to long-term resilience in the industry.
The interview also touches on YAANA’s alignment with The Long Run’s 4Cs framework,
and how technology — such as HMP Master and Khiri GO — is helping manage growth while keeping operations lean, responsive, and grounded in field realities.
Whether discussing the shift from volume to value,
the lessons of COVID-19, or the emotional power of regenerative travel, Willem’s vision is clear: travel should benefit all involved — communities, ecosystems, guests, and the teams delivering those experiences.
Articles
