Barbara Zerbe

Barbara Zerbe is a travel advisor with Fora, crafting bespoke travel experiences with an emphasis on sustainability and ecotourism. She designs trips that highlight cultural immersion, often focusing on local cuisine and engagement with natural wonders. Her approach draws from her experiences living in Southern California and spending several months each year in Buenos Aires, Argentina, which informs her nuanced understanding of diverse environments. She utilizes a wide network of global partnerships to provide clients with enhanced benefits – such as room upgrades, resort credits, and complimentary breakfasts. Beyond her advisory role, Zerbe founded and leads BZ Strategies, a consulting firm that assists small organizations with scaling and transformation, providing expertise in operations, project management, marketing, and leadership coaching. Previously, as Chief Operating Officer of HealthMeans, she expanded staff, implemented operational efficiencies, and introduced Diversity, Equity, Inclusion, and Accessibility (DEIA) training. She also contributed to the successful launch of the *New York Times* and Amazon best-seller, "Reversing Alzheimer's." As a Diversity, Equity, and Inclusion Strategist for the RISE Travel Institute, she advocates for ethical travel, industry sustainability, women in leadership, and the creative arts. Her professional philosophy emphasizes authentic leadership and the development of flexible structures within complex environments.