Virtuoso has announced the passing of former chairman, Jesse Upchurch.

Upchurch, 93, co-founded Virtuoso in 1986 with his son, current Chairman and CEO Matthew D. Upchurch. He was also a co-founder of the U.S. Tour Operators Association (USTOA).

“My father was a pioneer in this business, and I am forever grateful that he introduced me to the world and this industry at such an early age,” said Matthew Upchurch.

“He had a nose for knowing what the luxury traveler wanted, and it wasn’t necessarily the traditional refinement found in five-star hotels or transatlantic cruise liners. He knew the world offered more than that. His insatiable curiosity about the unknown, his passion for other people and their cultures, and his tendency to question conventional wisdom with a simple ‘why not?’ opened the door for others to experience countries that were not considered tourism-friendly yet. He left his mark on this industry that he loved so much.”

Upchurch’s travel career began with an investment in Vagabond Cruises, but his impact quickly grew past the Caribbean with businesses in Mexico, the South Pacific, Asia, Europe, Africa and beyond that spanned the entire industry from adventure to the highest of luxury travel.

With Percival Tours, Upchurch expanded the minds of countless tourists, bringing them to places previously inaccessible to most. With the creation of the first air conditioned motor coach, he helped blend the line between adventure and luxury travel, creating a new, modern type of traveler.

Outside of travel he held the chairmanship of the Executive Committee of Tandy Corporation for decades and was inducted into the United States Polo Association’s Hall of Fame. He was also a founding member of World Wildlife Fund’s 1001 Club and committed to helping protect the endangered Rothschild giraffes.

The family will honor Jesse Upchurch’s memory privately with celebrations of his life in various communities to follow in the months ahead.