Our Vision and Mission
Our Vision: We believe we can change the world through travel.
Our Mission: Tourism Cares unites the travel industry, serving as a catalyst for positive social, environmental, and economic impact for the people and places of travel.
Tourism Cares 20-year Vision
Charting the Next 20 Years: Our Hope for Travel + Tourism
In 2023, in honor of Tourism Cares’ 20th anniversary year, Tourism Cares released its 20-year vision - a commitment to act as a driving force for positive transformation, working with the entire industry to uphold accountability for a shared vision for the future.
Our Vision
We envision a world in which the resources we promote through tourism are safeguarded, and all communities affected by tourism have the opportunity to thrive. Our vision is one of economic opportunity, equity, and climate action through the transformation of the travel industry: host communities take center stage; technology enhances inclusivity and accelerates sustainable operations; and authentic, responsible experiences become the default. Business and governmental policies work collectively and cohesively to protect ecosystems and foster community investment, making travel a true force for positive change. Industry-wide, we acknowledge our role, and commit to building a responsible and sustainable tourism future in every single aspect of our global travel industry.
Who We Are
Tourism Cares is a 501(c)(3) U.S.-based global non-profit that is dedicated to advancing the travel industry’s positive social, environmental, and economic impact to help people and places thrive.
What We Do
At Tourism Cares, we bridge the “why” and “how” of meaningful travel to create actionable, positive change in communities around the world.
How We Do It
We drive positive impact through our mission-driven programming, including:
As an industry, we must enact lasting change in how we operate for the people and places we serve.
By doing what’s right for travel, we create opportunities, empower communities, celebrate culture, and protect the environment while fostering diverse perspectives and building inclusivity and understanding.
Together, we can change individuals, communities, and, sometimes, even the world.
We Unite
Since its inception, Tourism Cares is known for uniting the most prominent names and companies in the travel industry. Whether aiding in disaster relief or planning for our industry's future, Tourism Cares has consistently mobilized the travel community. From valuable networking opportunities to forging connections that address specific challenges, we bring the travel industry together.
We Inspire
Whether an individual or company is just beginning their sustainability journey or taking the next step, Tourism Cares provides ideas and resources to guide them. If they don’t know where to start, we can show them the way. If they don’t know where to go next, we have options. As catalysts of change in our industry, we are here to support every step of the sustainability journey.
We Activate
Tourism Cares has a rich history of not only uniting the travel industry but also mobilizing it to drive meaningful change. What began with relief and revitalization efforts has evolved into a commitment to social and environmental impact organizations that deliver real, sustainable change and significant economic benefits to communities worldwide. Doing what’s right for our industry aligns with what’s right for travelers and the places they visit.
Tourism Cares History: How We Began
Tourism Cares Meaningful Travel Summits, or “Tourism Cares for America” as they were originally named, were established in response to the call for national volunteer service following the September 11, 2001 attacks.
Tourism Cares founder and then Executive Director, Bruce Beckham, saw an opportunity for the travel & tourism industry to unite - regardless of industry sector, competitor, or colleague. He created a platform for the travel and tourism industry to unite and use their collective power for good, providing crucial support and funding to destinations in need.
Today, Bruce’s vision has grown from volunteer events to a global mission-driven program that encompasses meaningful education, service, events, education, service, social enterprise development, and networking to ensure that travel creates positive impacts for the people and places of travel.
Tourism Cares Across Time
“The Travelers Conservation Foundation (TCF) was established as a “supporting foundation” for the United States Tour Operators Association for the purpose of awarding tourism-related grants.”
“Bruce Beckham became the Executive Director of the Travelers Conservation Foundation.”
“The first “Tourism Cares for America” program (what is now today the Meaningful Travel Summit) brought together 300 travel professionals on Ellis Island. ”
“Travelers Conservation Foundation merged with NTA’s National Tourism Foundation, which awarded merit based scholarships to students studying hospitality and tourism. Under Bruce’s continued leadership, the organization changed its name to “Tourism Cares”. ”
“Tourism Cares absorbed the scholarship programs of IATAN, the International Air Transport Association Network and ASTA, the American Society of Travel Agents.”
“Tourism Cares expands its relationships with associations across the industry, becoming “the official philanthropy” of cross-sector entities.”
“The first global program, GO Peru, is launched in partnership with Lima Tours. The program brought 30 industry leaders to Peru for education and volunteering at the Mercado Central de San Pedro in Cuzco, a popular tourist destination within the city and home to many locally owned businesses and shops. Tourism Cares attendees joined local industry professionals in painting and repairing infrastructure and planting trees in the surrounding plaza.”
“The Destination Disaster Recovery grant program launches, providing tourism recovery grants to destinations impacted by natural disasters worldwide.
That same year, Tourism Cares supported the National Parks, providing volunteer and grant support during their Centennial year in 5 major, and lesser-known, parks.”
“Tourism Cares for America expands to become Tourism Cares Meaningful Travel Summits – combining social impact, education and volunteerism. ”
“Tourism Cares with Jordan is held and launches the Tourism Cares Meaningful Map. The program in Jordan brings nearly 70 industry leaders to social enterprise experiences throughout the country. The program launched our meaningful map, which highlights social enterprises globally bookable to tour providers. ”
“In 2019, Tourism Cares became the first tourism related Clinton Global Initiative Commitment to Action by bringing together 50 micro, small, and social enterprises together in Puerto Rico with the tourism industry to facilitate post natural disaster long-term support and resiliency.”
“Industry-wide training and education resource, the Meaningful Travel Platform, is launched.
In the fall, the first “Virtual Meaningful Travel Summit” is launched, highlighting the country of Colombia. Nearly 1,000 industry professionals were introduced to 20 social enterprises and non-profit community organizations throughout the country. These global introductions are far-reaching, ensuring that local community tourism stays the priority for tourism to Colombia in the coming years.
Tourism Cares becomes one of six founding organizations of the Future of Tourism Coalition.”
“The Diversity in Tourism Grant Fund is launched to directly support programs and activities that increase diversity, equity and inclusion within travel, build capacity for underrepresented markets and amplify voices representative of the entire travel and tourism industry. ”
“The Meaningful Travel Map of North America launches, connecting tour operators and travel advisors to community-led impact experiences across the continent.”
“The Meaningful Travel Map expands globally, increasing connections from the trade to social and environmental changemakers around the world.
Tourism Cares partners to launch the first-ever Power of Partnership Stewardship Summit, an event at the crossroads of culture, climate, and community.”
SPOTLIGHT: THE PEOPLE + PLACES OF TOURISM CARES
Beit Sitti | Tourism Cares with Jordan 2018
Part of the Meaningful Map of Jordan developed by the Jordan Tourism Board and Tourism Cares, Beit Sitti (meaning “grandmother’s house”) is a woman-owned business offering traditional Arabic cooking classes for guests in Amman, Jordan. Visitors participate in a cook and dine experience where they learn how to prepare traditional Arabic meals with the help of a Hajjeh - and get to eat the food that you prepared in their grandmothers house found in one of Amman’s oldest neighborhoods, Jabal al-Weibdeh.