What is Meaningful Travel?
Creating Positive Impact for Destinations and Travelers
When we talk about our vision for the travel industry, we take a wide-angle view that considers the environmental, social, and economic impacts that travel can have on destinations and travelers.
Sustainable tourism, regenerative travel, responsible travel, meaningful travel - no matter which term you use, it is about creating a positive impact through travel and tourism. At Tourism Cares, we focus our mission and programming around meaningful travel.
Meaningful travel ensures direct benefits for host communities, protects cultural and environmental assets, and connects guests with destinations in a deeper, more responsible way. This includes:
Being hosted and managed by local communities and generating sustainable economic benefits for host communities, especially those not already positively impacted by tourism.
Valuing people from diverse backgrounds and perspectives.
Protecting and preserving local cultural heritage assets, both tangible and intangible.
Including non-profits, social enterprises (businesses with social/environmental impact as their primary purpose), B Corps, and other organizations related to the tourism industry that focus on impact.
Aligning with Nature Positive Travel & Tourism principles to conserve and improve nature and the environment, enhance biodiversity and reduce carbon emissions.
Impacting guests in a way that is experiential and immersive and engages them in a deeper understanding of people and place.
By becoming part of the meaningful travel movement, you will help create a unified industry that serves people and places equitably and sustainably. Together, we can ensure travel is used as a force for good.
Why Does Meaningful Travel Matter?
Tourism is a powerful tool that, when designed properly, can help alleviate some of the world’s biggest problems like social inequality, food sovereignty, and conservation of environmental and cultural assets. There is extensive evidence that global travelers are seeking more sustainable and responsible travel options that also boost the local economy. In addition, travelers are yearning for authentic, unique experiences that often get them outside of their comfort zones and help them connect with a destination on a deeper level.
According to a 2023 Booking.com survey, 76% of respondents said that they want to travel more sustainably; 75% seek authentic experiences that are representative of the local culture; and 69% want the money they spend when traveling to go back to the local community. To help serve this need, Tourism Cares has created its Meaningful Travel Map, which highlights sustainable tourism offerings, including community-led experiences, non-profits, social enterprises, B-Corps, and other purpose-driven businesses.
How to Get Involved in Meaningful Travel
Tourism Cares' Meaningful Travel Program is a comprehensive initiative that fosters partnerships with the travel trade to drive positive impact for the people and places of travel. A part of Tourism Cares' new 20-year vision, this program offers a range of experiences, training, and resources, with a specific focus on local, community-centric efforts that ensure all regions affected by tourism have the opportunity to thrive. Here’s how you can further your sustainable travel journey:
Meaningful Travel Map
This interactive global map provides travel professionals with a list of vetted, sustainable travel products, community-led enterprises, services, accommodations, and tours. By integrating Meaningful Travel Impact Partners into your itineraries, you are creating a more sustainable, authentic offering that will be beneficial to the destination and guests.
Meaningful Travel Summits
The Meaningful Travel Summit is Tourism Cares’ legacy program, connecting industry professionals with local changemakers across the globe. By coming together in-destination, we actualize the power of travel. The goal of the Meaningful Travel Summit is to learn from one another, infuse more sustainability into our businesses, and immerse ourselves within host communities.
Meaningful Travel Platform
Drawing on more than two decades of mission-driven work and research, Tourism Cares’ Meaningful Travel Training digital courses are crafted to enhance your personal growth and sustainability knowledge and in travel, empowering you to make a positive difference within your own business operations and the communities that you serve.
Meaningful Travel FAM Tour
Developed by Tourism Cares and hosted by partner destinations, the Meaningful Travel Familiarization (FAM) tours connect the travel trade to community-led impact organizations around the world. FAM trips provide an intimate destination experience, linking travel professionals with impact experiences, sustainable companies, and local offerings to build a more authentic, responsible tourism supply chain.
Spotlight: Examples of Meaningful Travel Experiences
Check out some of these tourism-ready organizations that are creating a positive impact within their communities:
Café Reconcile | New Orleans, Louisiana, USA
Café Reconcile is a restaurant and a community of New Orleanians dedicated to helping break the cycle of generational poverty, violence, and neglect to build hope and change lives. They support the professional development of at-risk young adults who want to make positive changes in their lives.
Guests not only get to taste authentic New Orleans cuisine, but they are also helping to support the future workforce of the city.
Invisible Cities | United Kingdom
Invisible Cities is a social enterprise that offers alternative walking tours that have been designed by guides who have all experienced homelessness. After completing their training based on transferable skills (public speaking, customer service, etc), guides take guests on a personalized tour of their city, going beyond the “postcards” to discover stories you never knew about! To date, the organization has trained 130 people, which has helped break down the stigma that exists around homelessness.
Tours are available in Edinburgh, Manchester, Glasgow, York, Cardiff and Liverpool.
Fundación Agua y Tierra | Coclé, Panama
Located on Panama’s western coastline, Fundación Agua y Tierra (Water and Land Foundation), is a non-profit committed to safeguarding marine ecosystems, sea turtles conservation, and community-based rural tourism. Visitors can enjoy a range of activities that allow them to immerse themselves in tranquility and relaxation. Activities are led by local community members who share their culture and are actively involved in environmental education initiatives aimed at minimizing carbon footprint and conserving the sea turtle population in the area, which was previously plagued by overharvesting.
Looking for more sustainable tourism experiences? Check out the Meaningful Travel Map.
How to Create a Sustainable Travel Product
Tourism impacts both economic growth and employment; however, most tourist dollars do not stay in the country, and even less (an estimated 5%) directly support local communities. According to the UNEP (United Nations Environment Programme), for every $100 spent by a tourist on a holiday to a developing country, only $5 remains in the host community.
So, how can travel professionals make their travel experiences more meaningful and impactful? By being intentional about where tourist dollars go and selecting sustainable organizations, you can help create community empowerment and ensure a more authentic, higher-quality product for your clients that helps create a life-changing travel experience.
Here are five main supply chain building blocks to focus on when selecting a meaningful travel experience:
Food & Beverages
Tip: Research training or social enterprise restaurants that could be utilized for Welcome and Farewell Meals. Look for restaurants that are locally-owned and/or source ingredients from nearby farms. Consider booking a home cooking class or a food tour that supports underrepresented companies.
Activities
Tip: Look for organizations that have a societal benefit (cultural preservation, vocational training for under-resourced community members, environmental groups). Book a guided city tour that supports historically excluded individuals gaining livelihood opportunities. Or, consider a volunteer program or activity that gives back to a local non-profit organization or community group. When exploring the outdoors, such as national parks, adhere to Leave No Trace principles and nature-positive tourism experiences.
Transportation
Tip: Research companies that are creating non-traditional livelihoods, disrupting gender norms, and/or investing in renewables or using electric vehicles. Add walking, hiking, and cycling where possible. Consider swapping air travel for train travel. If flying, fly direct where possible, and coordinate batch group airport pickups.
Accommodation
Tip: Research locally-owned, community-owned accommodations with strong environmental policies and practices.`Build capacity and utilize community-run homestays. Select accommodations that are certified by the Global Sustainable Tourism Council (GSTC), WTTC, B Corp or equivalent.
Shopping
Tip: Research local artisan groups, markets, or shopping districts that your clients can support. Opt for shops that are providing vocational training support for gender equity, youth, and historically excluded community members. Look for shops that have an environmental component, such as upcycled or sustainably-sourced materials.
Need more assistance in building sustainable travel product? Download Tourism Cares’ free Meaningful Travel Guide.
How to Help Clients Travel More Responsibly
Whether you are a tour operator, travel guide or provider, travel advisor, destination marketing organization (DMO), or other travel professional, you have the power to influence travelers by encouraging responsible travel behaviors and shaping a more meaningful experience. Here are a few quick travel tips to help you ensure that travel is a force for good:
Arm your guests with general responsible travel information. There are resources out there that can be shared – get in touch with us if you need help!
Emphasize the local. Use locally owned businesses that hire and source locally strengthens ties between tourism and community well-being, creating resilient destinations that want tourism. It also enhances authenticity and quality.
Animal welfare. In general, encourage guests to view wildlife in the wild instead of in captivity, and avoid experiences where animals are used for entertainment or selfies. Check out Tourism Cares’ animal welfare policy for tips and inspiration.
Child Welfare. Activities that treat children as tourist attractions should be avoided (visits to schools and orphanages). Some organized performances are exceptions. Advise guests not to give money or gifts directly to children, particularly in some underdeveloped places such as India or Africa, but to local NGOs instead.
Destination Specific Advice. Certain destinations may have specific advice, such as the Icelandic Pledge, Reef safe sunscreen in Hawai’i, and Tiaki - Care for New Zealand. Visit DMO websites to learn more.
Overtourism. Some parts of the world are seeing too much tourism. Can you steer guests away from hot spots like Venice, Italy and Barcelona, Spain in Europe towards secondary cities? At least be prepared to explain the benefits and downsides of visiting these places.
Join Our Community of Sustainable Travel Professionals
Whether you are at the beginning of your journey or leading the way, Tourism Cares is here to support you. We offer the resources, connections, and support you need to make travel a force for good. Together, we can positively impact the tourism industry and beyond.
SPOTLIGHT: THE PEOPLE + PLACES OF TOURISM CARES
Seeing Hands Nepal | Destination Disaster Recovery Grantee
When the devastation of the April 25, 2015 earthquake in Nepal struck, Tourism Cares urged the industry to fund immediate relief efforts – and to reserve some giving specifically for Nepal’s tourism industry and its long-term recovery. Together, we've raised more than $90,000 from more than 220 companies and individuals for recovery. One grantee was Seeing Hands Nepal, a social enterprise with three clinics serving locals, expats and tourists—giving those who cannot see the opportunity for one of the best professions in Nepal.