James Burton

Chief Executive Officer

James co-founded Pure Breaks as it recognises his passion to give back to local communities whilst addressing wider issues of climate change and needing to take big steps towards responsible travel.

A strategic and analytical thinker, his 20+ years of travel industry experience has enabled him to build a reputable business that from its concept supported social impact issues and linking young people into unique cultural and career experiences abroad. In addition, with the need to develop suitable technology to serve clients, he has been at the forefront of the world going cloud based, something that further addresses the impact we have on the planet and at the heart of the Pure Breaks ethos.

I have spent a lot of time in Africa but it was in Ghana where I was able to form the first travel organisation that was centred around sport, having witnessed the raw sporting talent but lack of opportunity for young people. Over the years I have sent thousands of international volunteers into Africa, Asia and South/Central America to support our projects, having improved the lives of many through health awareness, education and life skills.

Meeting Darren Taylor, a high end luxury leader in the tour operator world, has allowed me to diversify into what is now Pure Breaks. I am excited how this pulls alongside my love of the natural world, my experience in working in disadvantaged communities and putting back. Coupled with delivering a high end experience for our clients, I am glad that we are a travel operator that cares for its people and our planet simultaneously.