"Why would anyone buy a travel magazine? They can get a free brochure from a holiday company."

Wanderlust founding editor Lyn Hughes recalls this reaction from a magazine retailer when she pitched her idea in 1993. But she and her partner, Paul Morrison, decided to forge ahead anyways with their idea for a down-to-earth, exploration-focused travel magazine - and they never looked back.

Over the past 30 years, Wanderlust has become the most trusted name in travel when it comes to exploring the world in a way that is culturally conscious, hungry for adventure, and always seeking to explore the road less travelled. Wanderlust has taken its readers to the most remote edges of the planet, as well as to little-known corners tucked within some of its biggest and brightest cities. And one thing is for sure - they're just getting started.

In today's episode, listen as both Lyn and Wanderlust's editor in chief George Kipouros share with host Aaron Millar their many stories from the magazine's founding - as well as where it's heading next.

Find more of Wanderlust and subscribe at wanderlustmagazine.com. Wanderlust: Off the Page is produced by Armchair Productions, the audio experts for the travel industry. Find more at armchair-productions.com.