When Richard Crawford swapped whisky for wanderlust, he probably didn’t expect to land in Antarctica. Yet the executive producer and host of the internationally acclaimed TV series Leave No Trace now spends his days travelling to some of the most extraordinary—and often remote—corners of the planet, telling stories that redefine what luxury travel means in an age of sustainability and conscious living.
Crawford’s journey began, somewhat fittingly, with Scotch. Representing The Glenlivet in the US, he quickly became the face of the brand, telling the story of Scotland through its most iconic export. But soon, the storyteller in him wanted more.
“Whisky was one product in a luxury lifestyle space,” he recalls. “I realised I could be telling a broader story—one about luxury living as a whole, from watches to travel, food, and beyond.”
That broader vision eventually led to him founding his own media business, initially producing branded content for high-end clients. As the digital age took hold, he shifted from print to video, producing travel features for brands and hotels. A serendipitous safari shoot with a production partner was the catalyst for something greater. “We looked at each other and said, ‘Let’s make a television show.'”
The original concept was simple: showcase extraordinary travel experiences. But as they explored luxury destinations around the world, Crawford noticed something profound. “So many of these places had sustainability at their core. Ecotourism. Social responsibility. That became the real story we wanted to tell.”
Antarctica and authenticity
Asked about the destination that left the biggest mark, Crawford doesn’t hesitate: “Antarctica. It’s like stepping onto another planet. The vast openness, the silence… it stays with you. We landed on an ice runway. I’ll never forget that moment.”
And yet, for all its remoteness, Antarctica also prompted a deeper question about the role of luxury travellers. “People say, why allow tourism there at all? But the very limited tourism—120 people a year to that camp—creates powerful advocates. These are community leaders, influencers. They come back transformed.”
This blend of opulence and authenticity lies at the heart of Crawford’s storytelling. Leave No Trace is not about barefoot backpacking in the name of the planet. Nor is it about unchecked indulgence. It’s about proving they can coexist.
“You don’t need to be in a thatched mud hut eating berries to be a sustainable traveller. Luxury destinations can lead the way in doing the right thing.”
Business meets leisure
Crawford has also witnessed the rise of “bleisure” travel—where business trips blend into leisure escapes. “More destinations are catering to this crossover. Whether it’s incentive trips or post-conference downtime, places like the Maldives or Costa Rica are perfect.”
Top picks for business travellers seeking something more transformational? “Norway blew me away. Stunning infrastructure, beautiful scenery, and a real sense of wellbeing. Costa Rica is also a leader in ecotourism. And if you can make the trip, the Maldives offers that rare combination of serenity and sustainability.”
So what goes into making a show that resonates globally?
“Pre-production is my favourite part,” Crawford says. “I’ll sit down with a map and type ‘top 10 eco destinations in Sri Lanka’ into Google. Then we reach out, agree to a collaboration, and show up.”
With a lean crew and a nimble setup, the show thrives on spontaneity. “We don’t arrive with a script. We plan five segments: accommodation, food, social impact, experience, and overall journey. Then we just get stuck in. A lot of my reactions are genuinely unscripted. I want to see it for the first time as the audience would.”
And audiences are responding. Leave No Trace airs on National Geographic, Amazon Prime, Sky TV, EarthX, and Fox Life. A new season lands this July.
Can luxury and sustainability coexist?
Crawford believes they must. “I’ve seen organisations make decisions that hurt their bottom line because sustainability matters to them. That’s authentic. And it works.”
He notes innovations like free-night stays in exchange for volunteering, and the rise of renewable energy in resorts. Technology is also playing a key role, from carbon tracking apps to AI-driven travel planning tools.
“Luxury today is about experience, not excess,” he adds. “Farm-to-table cuisine. Cultural preservation. Community involvement. Travellers want immersive, meaningful experiences. And they’re willing to pay for them.”
Building a sustainable brand
Beyond the destinations and production values, it’s Crawford’s personal philosophy that anchors Leave No Trace.
“I’m not a climate scientist. I’m not a hardcore activist. I’m just someone trying to do a little better with each journey.”
His advice for others looking to build a brand in this space? “Be tenacious. You’ll get 100 nos for every yes. But if you believe in your story, keep pushing.”
The ultimate takeaway
What does Crawford want viewers to take away from Leave No Trace?
“That you can be indulgent and responsible. You can enjoy the finest things in life and still do your bit. It doesn’t have to be all or nothing.”
With his blend of storytelling, adventure, and conscious luxury, Richard Crawford is proving that the future of travel isn’t just about where you go. It’s about how you go—and what you leave behind.