Industry Roles in Meaningful Travel: How Travel Professionals Can Support Sustainable Tourism
A participant at the Global Meaningful Travel Summit in Panama stands with a local craftsperson from La Pintada, Panama, wearing the traditional Panamanian hat, the sombrero Pintao.
A sustainable and positively impactful travel industry isn’t the responsibility of just a select few—it’s a shared mission for all, from individuals to corporate leaders. Every choice, interaction, and partnership can shape travel’s future, influencing local communities, cultural heritage, and the environment. Focusing thoughtfully on choices today will help ensure the prosperity of travel in the future. Now is the time to take ownership of that responsibility and ensure that the industry leaves a positive legacy, benefiting the people and places of travel.
Every Role Matters in Meaningful Travel
Sustainability and responsible travel must be woven into the very fabric of how we operate as an industry. Too often, we think climate action or sustainable tourism is the responsibility of the “green” committee or sustainability department, but every role can contribute in meaningful ways. From tour directors to marketers and advisors, every role holds unique opportunities to drive positive change. Here are a few ways different travel industry roles can contribute to meaningful travel:
Executives: Lead the charge by embedding the principles of meaningful travel into the company's core mission. Inspire teams by making it clear that sustainability and meaningful travel are not an afterthought, but a priority. Partner with community groups to ensure that tourism generates sustainable economic benefits and engages those who have not historically seen the positive effects of tourism.
Corporate Social Responsibility/ESG: These departments play a critical role in aligning the business with the meaningful travel movement. Collaborate across your organization and industry and share best practices amongst the team. Connect with non-profits, social enterprises, and B Corps to identify more ways to further the company’s impact.
Human Resources: Build an inclusive workforce by valuing diverse backgrounds and perspectives. HR can develop learning opportunities that educate employees about the principles of meaningful travel. Encourage employees to connect with local communities through meaningful initiatives beyond traditional volunteer programs and clean-ups.
Product Development: Think about how the company’s products and services can provide sustainable benefits to host communities. Incorporate local artisans, social enterprises, and environmental organizations into the company’s offerings. Engage guests in immersive, experiential activities that deepen their understanding and appreciation of the places they visit and the people they meet. Check out Tourism Cares’ Guide to Meaningful Travel Product for more information.
A woman leads a traditional cooking class with League of Kitchens.
Operations: Collaborate with suppliers who share your values, ensuring supply chains support local businesses, fair labor practices, and cultural preservation. Implement local sourcing and responsible practices such as energy efficiency, composting, and waste reduction. Review the company’s animal and child welfare policies and adjust as needed.
Marketing: Highlight stories of people and communities who are making a difference in travel. Go beyond the traditional mass marketing of the destination and focus on the storytelling of local cultures, traditions, and community-led tourism initiatives that showcase the true spirit of the destination. Promote the importance of protecting these assets, ensuring that tourism has a positive and lasting impact.
Tour Guides and Client-facing Roles: On the ground, tour guides can act as a bridge between travelers and local culture. They play a vital role in engaging guests with immersive experiences that deepen their appreciation of people and place. Guides can also help educate guests on responsible travel behaviors such as supporting local businesses, respecting wildlife, and practicing “leave no trace” principles in nature.
Travel Advisors, Sales, and Partnerships: Whether working with other businesses or directly with consumers, travel advisors, and sales professionals should learn to communicate about meaningful travel in an approachable and engaging way with guests and business partners, emphasizing the benefits not just for local communities and environments, but also for the travel experiences. Check out Tourism Cares’ tips on how travel advisors can integrate sustainable experiences.
Media: Journalists, influencers, and content creators can shape perceptions and inspire action by sharing stories of responsible travel, cultural preservation, and community-driven tourism. Don’t silo sustainability in travel stories but rather integrate sustainable and impact-driven organizations into the full story about a destination or experience.
Collaborate Across the Industry
Meaningful travel depends on collaboration within and across businesses and sectors. By working together, even with competitors, companies can strengthen sustainable economic growth, cultural preservation, and environmental protection. This collective action not only benefits communities and ecosystems but also enhances the industry’s resilience and the quality of its offerings.
You Can Make a Difference
No matter your role, you can help foster meaningful and responsible travel. By engaging with local communities, preserving cultural heritage, and supporting impact-driven initiatives, you contribute to a better future for travel. Explore tools like the Meaningful Travel Map or commit to measurable change within your work. Together, we can shape a travel industry that connects people and places while leaving a positive legacy for generations to come.