Flight Centre’s flagship sustainability initiative has reached a major new milestone, ahead of schedule, with 3 million trees committed to be planted globally through its reforestation partnership with Reforest.
Launched in 2023, Flight Centre’s Planting for the Planet program has been one of its strongest purpose-led commitments and is powered by customer uptake of its popular Captain’s Pack. The pack – designed to give travellers added peace of mind with benefits including lost baggage tracking, price drop protection and waiving of selected fees – also contributes directly to tree‑planting projects around the world.
To celebrate the milestone, a group of Flight Centre leaders rolled up their sleeves and got their hands dirty on Friday, 13 March for a local tree‑planting event at Spicers Hidden Vale.
Flight Centre Travel Group leaders planted almost 1,000 trees on the day, contributing to the regeneration of vital habitat for koalas and other native wildlife including wallabies and sugar gliders. A key focus of the ongoing restoration work at Hidden Vale is to expand the area of koala habitat and create important wildlife corridors for them to move through.
Flight Centre’s Andrew Stark: ‘Sustainability isn’t separate from the business’
The day not only recognised the achievement but marked the unveiling of the program’s next evolution; a refreshed identity and ambitious future direction.
‘Planted with Purpose’
Flight Centre has officially rebranded the initiative to “Planted with Purpose”, signaling its growth from a customer benefit to a fully-fledged environmental impact program with its own brand presence, story and long‑term vision. The initiative will now receive the full support of Flight Centre’s award‑winning global marketing team to strengthen awareness, engagement and impact.
Global Managing Director Andrew Stark said the refreshed direction recognised the scale and human impact of the program.
“We’re planting more than just seeds in the communities we partner with,” Stark said.
“We’ve empowered women to step into leadership roles in Morocco, we’ve supported local environmental restoration teams, and we’ve helped strengthen ecosystems in regions that need it most. The new Planted with Purpose identity reflects the heart of what this program has become.”
New planting goal
As part of this evolution, Flight Centre has set a bold new goal of planting 5 million trees globally by 2028.
Current project sites, including Morocco’s Atlas Mountains, the Wimmera Habitat Corridor in Australia, Patui Ancient Reforestation in New Zealand, and Vancouver Island, are now at full capacity and Flight Centre is actively working with its program partner, Reforest, to identify the next planting site opportunities to support the next stage of growth.
“Our existing sites are flourishing and reaching capacity is a rewarding problem to have,” Stark said.
“Now we’re scouting for fresh soil and new partnerships so we can keep growing… in every sense of the word.”
Reforest CEO Daniel Walsh said the milestone reflects a shared ambition and commitment to evolve the program and keep raising the bar on what corporate reforestation can achieve.
“Our goal is to deliver the greatest possible impact for both Flight Centre staff and Captain’s Pack customers through this program. We’re already identifying the next sites that we can bring into the program to achieve this, and we couldn’t be more excited about what’s ahead.”
With the launch of Planted with Purpose, Flight Centre is reaffirming its commitment to sustainable travel, community empowerment and meaningful contribution to global communities.
