About GoGood
A travel guide that works for the places it covers
GoGood helps travelers find authentic, locally-owned experiences – and helps residents, businesses, and destinations steward the places that make those experiences possible.
Why we exist
Most travel platforms show you whoever pays the most. GoGood shows you what's real.
On ad-driven guides and booking sites, the family-run inn, the local outfitter and the café that buys from nearby farms are hard to find. Paid placement crowds them out, and the places travelers love most end up overrun or overlooked.
GoGood is different by design. Places are chosen by professional researchers and local experts, not advertisers. There are no ads. And the guide is built so the community keeps a share of what it earns.
77%
of travelers want experiences that reflect authentic local culture
73%
want the money they spend to stay in the local community
69%
want to leave the places they visit better than they found them
Source: Booking.com 2025 Sustainable Travel Report, 32,000 respondents in 34 countries.
Our purpose
Good for travelers. Good for the places they visit.
Our mission
GoGood helps travelers find authentic, locally-owned experiences – and helps residents, businesses, and destinations steward the places that make those experiences possible.
Our vision
A world where travel strengthens the places it touches – balancing the needs of residents, businesses, and visitors, and the relationship between economic growth and conservation.
For travelers
Discover places worth the trip
GoGood is a free, ad-free guide to authentic, locally-owned places – carefully curated by professional researchers and local experts, with a simple, beautiful interface that makes the right choice the easy one.
- Browse by map, search and filter
- Save favorites and plan trips
- Photos, hours, directions and stories
- Book direct, with no fee in between
- Installs on any phone in two taps
- No ads, no app store
For businesses
Get found by travelers who value what you do
Your listing puts you on the map in every GoGood guide that covers your area – on travelers' phones, on partner websites and on welcome center kiosks. You keep it current yourself: photos, hours, events and links.
Membership
An annual fee tiered by business size, and you keep 100% of every booking. Or skip the fee and pay 10% only when GoGood sends you a booking.
Sponsored
Free to list where a destination partner subsidizes listings for local businesses.
Recognized
Complete a Stewardship Scan or hold a certification to rank higher in your category and earn a badge.
Half of every membership fee and commission goes back into your destination's own Destination Stewardship Fund.
Claim your listingFor destinations
Promote your destination from one place
For DMOs, chambers, welcome centers and municipalities: your destination's guide on your website, on the welcome center floor and in every visitor's pocket – with tools your businesses keep current.
Map guide widget
A curated, map-based guide to your destination – searchable, filterable and installable on any phone or website.
Branded site
A destination website with home, audience and blog pages and visitor alerts, under your logo.
Kiosk
The guide on a branded welcome center touchscreen, with the map and today's events. Live at the Golden Welcome Center.
Embeds
Add the guide, the events calendar or an event submission form to any website.
Events calendar
Agenda and calendar views, recurring events and community submissions.
Destination admin
A CMS, CRM and interactive map for your listings, pages, events, kiosks and embeds.
Edit once. It changes everywhere.
Places, hours and photos show up on the visitor's phone, your website and the welcome center kiosk. When a business or editor makes a change, every surface updates at once.
Half of what the guide earns stays in your destination
Launch with a seed contract, then license or share. Half of every membership fee and commission goes into your Destination Stewardship Fund, for local projects, destination marketing and a community coordinator – decided locally.
Stewardship
Built in, and ready when you are
Stewardship is why GoGood exists, and it's woven through the platform. Nothing is required – the tools are there whenever a traveler, business or destination is ready to take the next step.
The Stewardship Scan
A free, voluntary learning and transparency tool for businesses. In about 25 minutes, a business sees how it cares for its place across 10 dimensions, shares a self-reported Stewardship Score with visitors and residents, and gets a personalized improvement plan. For those who want to take it to the next level, it's an easy first step toward third-party certification.
Ownership & management
Caring for people
Good employment
Energy & climate
Reducing waste
Caring for water
Reducing pollution
Food & products
Caring for nature
Caring for culture
Recognition for those who step up
Businesses that complete a Scan or hold a certification rank higher in their category and earn badges, so visitors and residents can see they've invested in stewardship and their community. Certified businesses and destinations are featured prominently, rewarding their exceptional commitment.
Global and local standards
Globally, we're working with the Global Sustainable Tourism Council toward an industry-wide discovery platform for GSTC-certified destinations, hotels and operators – our map of certified destinations is already live on gstc.org. Locally, we work with programs like the Colorado Green Business Network, alongside the Colorado Tourism Office.
Where we work
Live in communities from the Front Range to the Crown of the Continent and beyond
What we stand for
Six commitments behind every guide
Stewardship
Long-term care that balances the economic, environmental and social needs of a place.
Community
Local partnerships first, and tourism that benefits the people who live there.
Inclusion
Travel and destination management open to people of all backgrounds and abilities.
Collaboration
Destinations, businesses, nonprofits and travelers working on the same place, together.
Conservation
Travel that protects wildlife, natural resources and cultural heritage.
Knowledge
Trusted, carefully researched information about places, so travelers can choose well.
Board of directors
We're not pitching destination stewardship from outside – we helped build it
GoGood Travel is a Delaware public benefit corporation, paired with the GoGood Community Foundation, a nonprofit. Our board includes people who helped write the Global Sustainable Tourism Criteria and originated geotourism at National Geographic.
Frank Biasi
President
Founded GoGood in 2024. Member of the IUCN World Commission on Protected Areas and past president of the Society for Conservation GIS.
Chris Seek
Treasurer
CEO of Solimar International and co-creator of the Global Sustainable Tourism Criteria. Has supported tourism development in more than 90 countries, including Colorado's Destination Stewardship Strategic Plan.
Wendy Keala Kerr
Secretary
CEO of Beyond Boulder Adventures, running bike and walking tours in Boulder and Breckenridge. A bilingual sustainable travel consultant with 25 years in the industry.
Jonathan Tourtellot
Director
Originated geotourism at National Geographic. Runs the nonprofit Destination Stewardship Center and edits the Destination Stewardship Report.
Tonya Fitzpatrick
Director
Award-winning journalist, author of Destination Stewardship and co-founder of World Footprints. Appointed member of the Maryland Tourism Development Board.
Dr. Jonathon Day
Director
Associate Professor at Purdue's School of Hospitality and Tourism Management and coauthor of The Tourism System. More than 30 years in tourism management.
Zanny Merullo
Director
Disabled travel journalist covering accessible, responsible and adventure travel for National Geographic, Fodor's, Lonely Planet and others.
Our team
Researchers, product makers and storytellers
The people who research the places, build the platform and tell the stories.
Frank Biasi
Founder and CEO
Product creator, award-winning producer and editor, geographer and conservationist. Spent 16 years leading digital development at National Geographic Maps and 14 at The Nature Conservancy.
Gabriel Campos
Research and production
Works across international conservation, sustainable development and ornithology. Master of Environmental Management in ecosystem science and conservation from Duke University.
Ellen Nirenblatt
Research and production
Biodiversity researcher from the Peruvian Amazon to the Duke Forest, GIS practitioner and former kayak ecotour guide in Charleston, South Carolina. Master of Environmental Management, Duke University.
Mirna Tufekcic
Marketing and social media
Social media strategist and brand storyteller with more than a decade across agencies, startups and freelance work. M.A. in anthropology.
Barbara West
University programs and internships
Builds global experiential travel and impact programs, drawing on a career in boutique hotel operations, food and beverage, events and retail.
Dr. Will Heyman
Conservation science and community engagement
Marine conservation scientist who has helped create more than 20 marine reserves with fishers, managers and scientists. More than 60 peer-reviewed papers; featured in National Geographic and PBS Nature documentaries.
Get involved