Ibex Expeditions, a travel-based platform, has officially launched #AntarcticaMatters, a global advocacy campaign dedicated to the preservation of Antarctica. Initially conceived in 2017, the initiative has grown into an effort aimed at ensuring the continued protection of the continent under the Antarctic Treaty System.
With the treaty due for review in 2048, the campaign highlights the urgency for governments, civil society, travellers, and global organisations to push for the continuation of its protective framework.
The campaign, spearheaded by explorers Mandip Singh Soin FRGS and Anita Soin, recently reached a new milestone with its second expedition in February 2026. A diverse group of 69 members—including lawyers, doctors, corporate leaders, civil servants, and entrepreneurs—traveled to the continent aboard the Ocean Explorer, operated by Quark Expeditions, to witness the fragile ecosystem firsthand.
Law firms Luthra and Luthra Law Offices India and AZB & Partners are supporting this campaign pro bono, helping advance legal petitions to governments and international organisations.
"Antarctica is more than just a land of ice; it is a crucial regulator of Earth’s climate,” the campaign stated. “Disturbances to this ecosystem could lead to catastrophic global consequences, including rising sea levels and unstable weather patterns. Today is the time to actively contribute towards its conservation.”
The organisations that support this initiative are:
1. Adventure Travel Trade Association (ATTA)
2. Pacific Asia Travel Association (PATA)
3. PATA India Chapter
4. World Travel & Trade Association (WTTC II)
5. SKAL International
6. SKAL International India/SKAL Delhi
7. Union Internationale Des Associations D’Alpinisme (UIAA)
8. Responsible Tourism Society of India (RTSOI)
9. Inlaks Foundation
10. St. Stephens College
11. Ibex Expeditions
12. Make my Trip
13. (CEEW) Council on Energy, Environment and Water
14. Nanhi Chhaan Foundation
To ensure the mission extends beyond the journey, all participants in the Ibex Expeditions programme are required to take a "Polar Pledge". This commitment binds travelers to actively support Antarctic protection and promote environmental awareness within their own professional and local communities.