Shoba Jose George is the founder of The Extra Mile, a boutique travel advisory. Her itineraries are influenced by her background in fine arts and her experiences growing up. Lesser-told stories are her greatest inspiration, and she aspires to create the joy of discovery and wonderment like a child for travellers. Low impact on the environment and high impact on the local economy, as well as emotions, remain her guiding principle.
Excerpts from the interview with Meet Shoba Jose George, Founder of The Extra Mile
T+L India: How long back does your love for travel go?
Shoba Jose George: I grew up hooked on reading travel magazines, with a profound appreciation for the world’s wonders. Summer holidays at my grandparents’ homes meant spending time amid Kerala’s plantations, lush nature, large family gatherings, and the joys of outdoor activities. My most striking travel memory is of Bangaram Island, Lakshadweep, at 15. My maiden snorkelling experience in crystal-clear turquoise waters left such an indelible impression that I replicated it for my son on the Red Sea in Egypt when he was still an infant. I cherish that memory mainly because it was a privilege when such opportunities were scarce.
T+L India: What is your most enduring memory of travel?
Shoba Jose George: Nothing can beat the experience that kicked off our signature Pashmina Trail in Ladakh in 2021. That one incident was a game-changer for me. While researching the Pashmina Trail for a new tour, we searched for the Changthang shepherds. Driving over frozen landscapes and icy rivers, we finally found them in Tso Kar, where hundreds of black-necked cranes gracefully gather. Even in minus 20 degrees, we couldn’t stop taking pictures of the raw, windy beauty of the terrain. Formidable Tibetan mastiffs stood guard as we encountered a shepherd and a goat nestled in a protective pouch with a baby. I knew then that I had to tell this story over and over again!
T+L India: On making a difference…
Shoba Jose George: The Pashmina Trail has sparked a ripple effect, especially in the fashion industry, prompting attention to source pashmina from Ladakh. We have been able to impact market connections and also catapult Ladakh into the spotlight on social media. Endorsements and visibility are so important for the wheels of a circular economy.
We strive to craft tours with a low impact on the environment while substantially impacting the economy and emotions of travellers and the local community. Our ultimate goal is for travellers to see, absorb, and leave with a profound respect for the land they’ve explored.
T+L India: How has travel evolved for good or bad in the last decade?
Shoba Jose George: We see the traditional sun-and-sand model giving way to a new era — where luxury is defined by experiences rather than mere destinations. This shift reflects a growing appreciation for meaningful and immersive travel encounters. On the downside, there has been a surge in excessive travel. The popularity of particular places, often fuelled by movies, pushes the limits of their carrying capacity. Equitable distribution will alleviate the strain on these destinations and help maintain their sustainability. And we will need to do our bit to pitch in for this.
The overall effects of tourism have been predominantly positive. Art forms are gaining recognition and pride. Architecture is respected globally. Travellers are moving away from focusing solely on hotels and are choosing to connect with the heart of local cultures and communities. The evolving landscape of travel holds both promises and challenges.
T+L India: What does experiential travel mean to you?
Shoba Jose George: Experiential travel is about immersing oneself fully, shedding the identity of a spectator and becoming an integral part of the destination. It’s a journey of connecting with culture and people. This form of travel is a profound encounter that goes beyond the confines of a hotel room. It’s about actively participating in the cultural tapestry and developing a deep respect and admiration for the unfolding traditions and stories. It’s about engagement, involvement, and living out authentically.
T+L India: What do you think of a bucket list?
Shoba Jose George: A bucket list aligns more with a tourist’s mindset than a traveller’s. Compiling an extensive list of places to see and things to do creates a pressurised situation. Instead of savouring the present moment and embracing the journey’s spontaneity, there’s a risk of constantly chasing after the next item on the list. Turning time into moments is essential rather than pursuing a bucket list with extensive targets. Travel is about unexpected discoveries, not adhering to a checklist.
T+L India: Sustainability is more than a catchphrase. Your thoughts.
Shoba Jose George: Every business, including the tourism industry, should strive to be self-sustaining. Sustainability is more than just a catchphrase. It’s a fundamental ethos extending beyond business practices to the core of a destination’s well-being. Thankfully, the shift towards such sustainable practices is increasingly noticeable in India. For instance, many small hotels are emerging as beacons of responsible tourism by creating an ecosystem where local flora and fauna flourish and the community benefits economically. While addressing the immediate impact on local economies is essential, the long-term health of the environment remains a growing concern.
T+L India: What are the ingredients of a dream travel experience?
Shoba Jose George: A dream travel experience is not just about the destination but the mindset with which one embarks on the journey. Go with a sense of humour. Embrace the unpredictability of the experience. Above all, refrain from placing undue pressure on everything being perfect. Flexibility is crucial to the spirit of adventure. It’s great if things go as planned. Or they might take unexpected turns, which is also perfectly okay. Keep an open mind when navigating diverse cultures. Allow for the appreciation of the unique beauty each place has to offer. Instead of sticking to a preplanned agenda, try taking the best from the moment.
Researching before the journey and connecting with people enriches the experience, but pure magic happens when we forge friendships. So, keep an attitude of discovering with the awe of a child. Mindfulness and a conscious effort to avoid entitlement ensure a deeper connection with the destination and its people. That’s when a physical journey becomes a transformative, enriching adventure.
Related: Meet Cyclist Ankit Arora, Who Has Redefined The Meaning Of Slow Travel
Written By
Punita Malhotra
Punita shifted gears from a career in entrepreneurship and publishing to live her dream of travel and writing. Her quest for history, heritage, food and fairytales take her to faraway lands. She writes for select travel publications, including in-flight magazines. She pens her immersive, personal stories through her blog, 100cobbledroads.
