Travel With Meaning

For local communities, establishing a healthy relationship with travel and tourism can be tricky business. On one hand, an uptick in visitors means more cash and more eyes on the destination, while on the other, it can mean added stress and new problems for residents. No matter how you slice it, being put on the metaphorical map is often accompanied by growing pains, and it’s not uncommon for denizens to have mixed feelings when those struggles begin to impact the place they call home.

However, what if we told you there’s a world where the two can co-exist, nay, even thrive, with the help of the global tourism industry? This is what Tourism Cares — a 501(c)(3) non-profit dedicated to advancing the travel industry’s positive social, environmental and economic impact — believes is possible through what it calls “meaningful travel,” travel that directly benefits host communities while simultaneously connecting guests to destinations in a deeper, more responsible way.

Wondering what that looks like? According to Tourism Cares, meaningful travel takes many forms. For some, it might mean attending a guided tour to learn more about a place’s people and history while for others, it could be supporting small businesses helmed by underrepresented groups like women, BIPOC, LGBTQ+ or disabled people. Likewise, for adventurous vacationers, meaningful travel might manifest as getting outdoors with companies that work to conserve the environment or backing initiatives designed to protect, respect and conserve cultural heritage.

“The way we package travel needs to evolve in order to tackle increasing global challenges and rising consumer demand for more authentic, sustainable travel experiences,” said Tourism Cares on its website. “In order for travel to be a force for good, it should be designed to empower communities, protect the environment and make the best places to visit, the best places to live.”

The concept is different for everyone, and, as trusted experts, travel advisors are uniquely qualified to help their clients make choices that will enable them to explore more meaningfully. If you’re thinking that sounds like a lot of pressure, don’t worry, Tourism Cares has a tool to help.

The Meaningful Travel Map

Allow us to introduce you to the Meaningful Travel Map, a one-of-a-kind resource designed to showcase sustainable, community-led organizations, products, services, accommodations and tours from around the world. Always evolving, the map features vetted experiences and attractions advisors can trust, and you can even filter it by categories like “Community Tourism,” “Shopping,” “Meals & Food,” “Touring - Adventure Eco Tour,” “Touring - Urban Walking,” “Indigenous Tourism,” “Animal/Nature Experiences,” “Accommodations” and more to find exactly what your clients are looking for.

“The Tourism Cares Meaningful Travel Map is a B2B tool that helps the travel trade, including tour operators and travel advisors, easily find organizations making positive social and environmental impact in the destinations they sell,” said Tourism Cares on its website. “This interactive global map directly connects travel professionals to impact experiences, products, services and tours that are bookable and ready to explore.”

In addition to categories, you can narrow your search results even further by filtering by a specific destination or even hours to get a better idea of what’s open and when. Once you see an experience that catches your eye, simply click the corresponding “pin” to learn more about the organization’s impact, any applicable group offers and contact information to connect directly with the map partner. 

While firsthand experience is invaluable, the Meaningful Travel Map is a powerful tool for advisors looking to recommend activities they know they can feel good about to their clients. From shops and restaurants dedicated to supporting a good cause like training at-risk youth to tours led by providers who prioritize accessibility and inclusion, each offering on the map has Tourism Cares’ meaningful seal of approval.

Check It Out

To access the Meaningful Travel Map visit Tourism Cares’ website: www.tourismcares.org/meaningful-travel

Originally appeared in the Winter 2024 issue of The Compass magazine