Discover our Story and Purpose
Welcome to A Force For Good Hub – a vibrant social enterprise, marketing, and events company deeply embedded in the Travel, Tourism & Hospitality industry community. We specialise in helping companies market their brands through unique one-of-a-kind storytelling while championing Equality, Diversity, Inclusion, and Sustainability. Join us in fostering connections and driving positive change within our industry ecosystem
“I'm Helene Taylor, the founder of this transformative initiative.”
“I've always had a burning desire to create positive change, to help more women break through barriers, and to encourage businesses to do their part in protecting our planet. Today, I'm thrilled to share that we're bringing together 20+ inspiring leaders, who, out of their sheer passion, are dedicating their time and resources to join me in making a real difference as A FORCE FOR GOOD.
Our event isn't about grandiose claims. It's about real, meaningful connections and the power of personal stories to inspire change. I truly believe it could be a pivotal moment for all of us.
This is how it started but it has evolved into so much more…
In 2017, despite women constituting 70% of the Travel, Hospitality & Tourism industry, only 10% held senior leadership roles.
Committed to driving impactful change, I initiated an empowering event aimed at catalysing transformation.
In its inaugural year, "A Force for Good" brought together 550 industry competitors, uniting leaders to pursue equality. This groundbreaking event became a global inspiration for advancing gender diversity.
Since then, we've seen a dramatic surge in women in leadership roles and transformative changes, challenging norms in places like Morocco and the Middle East.
As a result of this initiative, the travel industry In Australia transitioned from having only 10% of women in senior leadership roles to becoming a leading sector in corporate Australia.
Today, our event serves as a dynamic hub for education, inspiration, and networking opportunities. It provides brands with a unique platform to share their stories and engage with a targeted audience.
Male engagement is vital for diversity, pay parity, and true equality. Together, we can ensure every individual has a seat at the table.
Now our focus also includes recognising our planet's value, we have incorporated sustainability, empowering cultures, community tourism, and changing the world through travel, and animal welfare to inspire a wider force for good for our planet’s future
Join us in this noble initiative, be a force for good, and pave the way for lasting change.
“The Travel Corporation [TTC] family of brands fully endorses the importance and impact of the Force for Good event and is delighted to continue its long-standing partnership with their specialist brand Adventure World taking the lead at the Sydney 2024 series.”
David Hosking CEO TTC Australia
