Bonailie aspires to shape the future of travel

Julie King launches community-driven platform to Engage, Evaluate and Grow travel, tourism and hospitality sectors

A new tourism industry community platform designed to enable global collaboration has been launched this week by tourism entrepreneur and industry leader, Julie King.

Branded ‘Bonailie‘ the platform’s development was created by King in response to the impact of the global pandemic in 2020. Bonailie (derived from French ‘bon’ meaning good and ‘aller’ to go) aims to drive 21st-century thinking to positively shape the future of tourism.

Julie King, Founder and CEO, Bonailie

“The impact of COVID-19 on a US$8.9 trillion industry that accounted for 10.3% of the world’s GDP and one in 10 jobs around the world, was devastating and heartbreaking. It is an industry that I love and have operated in globally for 34 years,” said King, the Founder and CEO of Bonailie.

“We knew that things could no longer continue as they had done – it was now time to reshape our vision of the future of the tourism industry, for the better, and play a bigger role. Our research highlighted the need for global collaboration in shaping that future – together,” King said.

Bonailie will deliver weekly engagement and collaboration through webinars, panels, and the ability to connect with global sector partners and peers, provide growth indicators and showcase best practice and innovation. It will produce monthly intelligence with market snapshots and insights and will facilitate access to learning programs for tourism industry leaders to execute 21st-century business models.

King said, “I see it as a hub for positive change that will unite the global tourism industry to collaborate for a common purpose – to drive best practice.”

Bonailie will house the world’s largest engaged global directory – a community of leaders across the complete travel, tourism and hospitality supply chain, specifically for purpose-driven decision-makers who want to see a shift in the industry. The Bonailie journey will take them through three areas: Engage, Evaluate and Grow. This will be supported by a global partner network of businesses that will be accredited by Bonailie across the full spectrum of the travel and tourism ecosystem.

Bonailie website screenshot

A 10-week global webinar series will launch from the week of 12 October 2020. Industry partners are encouraged to sign up for the sessions via and link to Bonailie’s private Facebook Group to join the community. The first global webinar is planned for 14 October and the topic is ‘Economic Insight, Trends and 21st Century Business Models – Travel & Tourism’. This will highlight what businesses can be doing to prepare to come out of the recession in September 2021. For the full program visit

The Bonailie platform will go live from late November where tourism decision-makers can subscribe on a monthly or annual basis. In addition, Bonailie will be providing 26 recorded webinars providing insights into business sustainability and forward-thinking business models through its collaboration with UK founded, Business of Brand, a global purpose-driven platform connecting businesses to learn and trade.

There will be a model for associations to join the Association House on the platform.

For every subscriber, Bonailie will be donating an amount to the L&D Foundation, which will provide support to disadvantaged tourism businesses and countries through the Bonailie platform and Business of Brand programs.

More information at

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