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16 November, 2022

Adventure World partners with Animals Asia to end bear bile farming

Adventure World has launched a new partnership with Animals Asia to work towards putting a stop to bear bile farming in Asia and provide sanctuary and care to animals affected by this cruel industry.

Off the back of Adventure World’s new brand identity and the launch of its Conservation Collection, the brand has committed to donating $300 from every Asia land booking to Animals Asia.

The money will go towards ‘Mend a Broken Bear’ packages, and help Animals Asia rescue bears from bear bile farms, provide life-long care for rescued bears and work towards putting a stop to the industry in Asia by promoting herbal and synthetic alternatives and raising awareness.

Over 10,000 bears – mainly moon bears but also sun bears and brown bears – are held in captivity on farms in Asia to have bile extracted from their gallbladders on a regular basis, which is sold as a traditional Chinese medicine to treat gallstones and liver disease.

Speaking at a launch event at the Australian Museum in Sydney this morning, Adventure World managing director, Neil Rodgers said this cause is particularly close to his heart.

“I’m obsessed with animals and animal welfare and partnership immediately struck me,” he said.

“We have a target of $1.5 million over the next three years that we want to raise for Animals Asia, with lots of different metrics, so that by 2026, we will look hopefully rescue the last bear [from bear bile farms] in Vietnam.”

Through this new partnership, Adventure World has also incorporated a visit to one of Animals Asia’s bear sanctuaries on one of its Conservation Collection trips.

Animals Asia’s Bear Rescue Centre in Vietnam (supplied)

Touching on the brand’s refreshed identity, Rodgers said Adventure World’s new look and messaging was launched to better reflect the company’s eco-credentials and convey the brand’s commitment to sustainably-led travel.

“Today, I felt like a little caterpillar that has got his wings,” he said of the new brand identity.

“We needed to revisit what Adventure World looks like by bringing the brand to the people and saying ‘sustainability counts’.

“We enable travellers to have a positive impact on the world, but our goal is actually that they don’t recognise that they’re doing it.”

Rodgers said the new brand identity would also benefit the travel agent community by making it easier for agents to talk about sustainability with their clients.

“On the path to purchase now people are asking, ‘Are we travelling sustainably?’ ‘What am I doing with this operator?’ ‘Do they have credentials?’,” Rodgers said.

“When you book with Adventure World, or any of our Travel Corporation brands, we are able to show that we can offer ethical travel for conscious travellers looking to explore because we believe as travellers we have the power to influence change.”

During the launch event, Adventure World also revealed it was supporting the Australian Museum’s 2023 exhibition Ramses The Great and the Gold of the Pharaohs as part of its longstanding partnership with the museum.

“Adventure World’s ongoing support enables us to realise our vision and to further transform this museum with dynamic exhibitions, develop educational programmes that inspire learning, and conduct and share vital research and scholarship,” said Kim McKay, director and CEO of the Australian Museum.

“Together, we continue to tell the stories of our age and its people cultures and environments, in more compelling ways so that we can help ensure resilience for the future.”

You can read more about Animals Asia’s efforts to end bear bile farming HERE.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

adventure world Animals Asia australian museum bear bile farming Conservation Collection kim mckay Neil Rodgers