Lesley Robb helps tourism leaders recognize the good they're already doing—and build the courage and practices to carry it forward for generations to come. Over the past 18 years, she's worked at the intersection of sustainability, brand strategy and ethical communications, designing holistic sustainability strategies and brand identities for the travel and tourism sector. She's worked both agency-side and in-house, with everyone from small local operators to global names like G Adventures, Discovery Adventures by Discovery Channel, WestJet and Hyatt.

Tourism ultimately drew her in. Recognizing how deeply the industry depends on healthy places and thriving communities, Lesley founded her own practice, Swell Impact, which became a Certified B Corporation in 2024—a movement she's committed to advancing by helping other businesses certify and join. Though her work has taken her around the world, she's proudest to live and work in Halifax, where she partners with businesses and organizations to grow local and regional tourism.

Her love of travel shows up in the company she keeps: Discover Halifax, the Government of New Brunswick, Akwesasne Travel, Cape Race Newfoundland, UnTours and the UnTours Foundation, UnCruise Adventures, Quark Expeditions, Planeterra Foundation, The Travel Corporation, Sustainable Travel International, The June Motel and Wendy Perrin Travel of Condé Nast Traveler, among many others.

With an M.A. in Sustainability Studies from Trent University, Lesley brings an interdisciplinary lens to every project—weaving together sustainability, communications, entrepreneurship and a genuine knowledge of travel to help leaders reimagine their brands and destinations as a force for good. Underneath it all is a simple conviction: that people, places, culture and a hopeful vision for the future belong at the centre of the story.

A lifelong adventurer and learner, Lesley tries to live like a traveller wherever she lands—moving through the world lightly, with respect and gratitude. She acknowledges her privilege as a guest in Mi'kma'ki, the ancestral and unceded territory of the Mi'kmaq People, and strives to understand and honour their teachings each day.