Meet the youngest man to visit to every country in the world
🇪🇺 We catch up with James Asquith, CEO, Guinness World Record holder and big believer in the resilience of the travel industry in a post-pandemic world.
By Sarah Palmer • Updated: 19/09/2021 – 07:17 When I spoke to James Asquith, it sounded like he was walking, quickly, down a busy road. Several lifts were taken during the course of our conversation. I ask where he is right now. London. A rarity.
‘Catching up’ with James is no easy feat. CEO and founder of travel website Holiday Swap and a Guinness World Record holder, a quick scroll of James’s Instagram profile shows he isn’t someone who stays still for long enough to be caught up with.
While much of the world was at home for the start of 2021, James was celebrating his birthday in Dubai. Since then he’s been to Paris, Frankfurt and South Africa on business. We are just two weeks into the year.
An ‘education’ would probably be a better term for my chat with James. Just a couple of minutes into the call, it became apparent that this is an informed businessman with a clear vision and an insightful perspective that stretches beyond the realms of travel alone.
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Help the travel industry regenerate, protect workplaces and create new ones! Tourism has generated 20% of world employment since 2013. According to the latest data published by the World Travel and Tourism Council (WTTC), the tourism sector, with a representation of 10.4%, is one of the sectors with the greatest contribution to world GDP (Source: Economipedia)
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“The most difficult part of traveling is to know what to do”
“What people really need is to know what to do once they get there, that is the problem I solve for them.”
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Lassi Pensikkala — With three decades in the travel industry, Lassi has worked as a professional travel guide, destination management entrepreneur, and international travel consultant, serving 700+ B2B clients from 55 countries. His experience spans global mega-events (Formula 1, football world championships, international trade fairs, and congresses) as well as incentives, themed group tours, and tailor-made cultural journeys. This expertise was built over 20+ years as the founder and operator of a destination management company in Germany. He is the author of 37 Europe travel guides, 60 USA destination guides, and a growing collection of world guides on AmerExperience.com. Learn more
By Economist Lassi Pensikkala | International Business Developer | Multilingual communicator | Connecting ideas, people & opportunities across borders | Founder of AmerExperience & Seguros Amer® |
Lassi Pensikkala is the creator of AmerExperience.com, founder of SegurosAmer.com, and an international business developer with over four decades of global experience. Hailing from Finland, Lassi has lived and worked across Europe and Latin America, driven by a deep curiosity for cultures, languages, and meaningful human connection.
He writes regularly, offering thought leadership on topics such as travel, golf, and international cross-cultural business. You can follow his work on Telegram, connect with him on LinkedIn, or read his articles and updates via Google News, Flipboard, and other social media platforms.
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Expertise
• International Business Development
• Creator of AmerExperience.com and SegurosAmer.com
• Strategic consulting for cross-border ventures
• Avid golfer and advocate for golf psychology
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Education
Lassi studied Foreign Trade at the Business College of Turku, Finland, and later graduated as economist MSc (Econ) from the University of Hamburg, Germany, where he also pursued studies in Psychology and Sociology.
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Language skills
Multilingual in English, German, Spanish, Swedish, and Finnish
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Life philosophy
“Live freely, seek knowledge, and be open to the richness of life’s experiences.”
Lassi’s passion for exploration started early. Growing up during the golden era of Rock’n Roll, student movements, and the first moon landing, he experienced the unique Nordic freedom of crossing borders without passports — a freedom that still inspires his global lifestyle today.
For him, true freedom means exploring new lands, embracing diverse cultures, and forming real connections with people around the world.
