Florian Berta has been based in Vietnam since 2010, and has spent the years since travelling Southeast Asia end to end — a firsthand education in the region that shaped everything UNRUSH stands for. A committed advocate of slow, sustainable travel, he kept running into the same problem on the road: travellers had no reliable way to know which agencies to trust. That gap is why he founded UNRUSH — an independent framework that certifies and champions genuine slow-travel agencies, evaluating them against real standards of cultural respect, positive local impact and environmental responsibility. His conviction is simple: travel should connect rather than consume, and travellers deserve to know exactly who they're trusting with the journey.