(left to right): Julia Cope, Backroads; Jennie Jouvenaar, EF Education First; and David Soriano, TUI Musement (Photo Credit: USTOA)
The
United States Tour Operators (USTOA) announced the recipients of this year’s
2026 USTOA Future Lights of the Tour Industry.
Active and associate members of USTOA nominate colleagues
who have made meaningful impacts in their organizations and communities by
pursuing a future of responsible tourism. In its fifth consecutive year, USTOA
selected three 2026 Future Lights who will be acknowledged during USTOA’s
Annual Conference and Marketplace in San Francisco November 30-December 4.
“This year, we received a record number of nominations for
the Future Lights of the Tour Industry program,” said Terry
Dale, president and CEO of USTOA. “It is such an honor to have Julia Cope,
Jennie Jouvenaar, and David Soriano as this year’s Future Lights, paving the
way to a responsible tourism future. These individuals are the shining example
of what it means to support USTOA’s mission for positive impact.”
2026 USTOA Future Lights include:
Julia Cope, senior impact specialist, Backroads’
first dedicated impact hire, brought on to build and lead a company-wide
strategy turning responsible travel into measurable action across three
pillars: People, Planet and Community. Under People, she launched the company’s
first Employee Resource Groups to strengthen belonging and elevate
underrepresented voices. Under People, she helped advance Backroads’ transition
toward electric vehicles and waste reduction programs. For Community, she
launched the Give Back program for field teams to engage in hyperlocal
community service and support in the places where Backroads travels.
Jennie Jouvenaar is head of sustainability at EF
Education First, where she leads the organization's global sustainability
efforts across one of the world's largest education and travel companies. She
began her career at EF in 2016, working her way through the organization while
consistently advocating for impact and responsible practices. Her
responsibilities span environmental strategy, responsible travel policy,
supplier engagement, reduction initiatives, and cross-divisional impact
initiatives. Jouvenaar works collaboratively on EF's sustainability framework
across multiple businesses ensuring that sustainability is embedded not just as
a value, but as an operational standard.
David Soriano, Ultramar transport fleet manager in
the Costa Blanca Region at TUI Musement led the introduction of HVO renewable
fuel across TUI’s Ultramar Transport operation in Alicante, Spain and Málaga,
Spain. Working closely with TUI colleagues and external partners, he oversaw
the conversion of 10 buses and installation of dedicated HVO fuel pumps,
enabling the vehicles to reduce fuel related emissions by up to 90%. TUI
Musement’s school transport operation has also given the project an important
educational dimension. Through sustainability branding on Ultramar buses,
children traveling to school can see that they are on a vehicle powered by
renewable energy and learn how transport can contribute to a more sustainable
future. Though transport remains a traditionally male dominated industry,
Soriano has encouraged and supported women to become professional bus drivers
with four female drivers within the team.
“Identifying and championing those who are driving positive
change in our industry is at the core of our Future Lights program,” added
Dale. “We are incredibly grateful for our judges counsel, and for Visit
Rwanda’s partnership in supporting these future leaders.”
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
