Jeppe Klockareson
Sustainable Tourism Advisor

Jeppe's experience spans close to 20 years working with sustainable tourism in different positions and organizations in Sweden and internationally. In 2008 he founded Fair Travel and has worked full time with the company since 2010, offering advisory, auditing and coaching within sustainable tourism development. He's the official Nordic Training Partner of the Global Sustainable Tourism Council (GSTC), where he also acted as Country Representative Sweden between 2018-2020. Jeppe is a driving force in spreading application and awareness of the GSTC criteria in Sweden amongst destinations, individual businesses and educations. In 2022 Fair Travel became a partner with EarthCheck where Jeppe qualified as an auditor during 2023. Jeppe is also a brand ambassador of the Swedish outdoor clothing company Tenson and part of their Community with Purpose program since 2021.


Travel defines who I am and it's something I love doing. I will continue to explore the wonders of our world. For me, travelling has been the best education of my life.

Fair Travel is owned by me, Jeppe Klockareson. My understanding and passion for responsible tourism comes from many years of travelling and a collective experience of operations, theory and development.

I was born and raised in Ystad, and have the Scanian blood running through my veins, although I've been based in Stockholm since 2005. I'm passionate about travel, nature and sustainability issues and has worked in tourism since 2004, focusing on ecotourism and responsible tourism. I've held previous positions with Basecamp Explorer and STA Travel, as Managing Director and Product Manager, and sat on the board of the Swedish Nature & Ecotourism Association for six years, which I left in 2020.

I've been instrumental in developing specialized sustainable tourism training programs for travel trade professionals in cooperation with higher vocational educations in Sweden and I'm a returning teacher and speaker both in Sweden and beyond, on training workshops and capacity building for sustainable tourism development.

I was employed as Country Representative Sweden of the Global Sustainable Tourism Council (GSTC) between 2018-2020, an organization that I'm also certified by since 2017 in sustainable tourism.

Of all the many experiences around the world that have most influenced me, my favourites would have to be: visiting the gorillas in Rwanda; swimming with whale sharks in Mozambique; the magnificent wildlife of the Galapagos; lurking over the edge of the magnificent Kaieteur Falls in Guyana; witnessing the mystique of Easter Island; experiencing in the hospitality of Dominica and the atmosphere in Old Havana. As a result of my many travels, my most in depth knowledge (beyond Scandinavia) covers South America, Africa, Asia and Australasia.

Travel defines who I am and it's something I love doing. I will continue to explore the wonders of our world. For me, travelling has been the best education of my life.

If I could sum my approach to travel and tourism up in one phrase, it would be this:

Minds are like parachutes. They work better when they're open.

Jeppe holds a Certificate in Sustainable Tourism (GSTC STTP) and another Certificate in Project Management for Sustainable Development (PM4SD).

Let's connect