In a groundbreaking initiative to redefine the future of travel, Tourism Cares, a non-profit championing sustainability in the tourism industry, has announced the launch of its 2024 North American Meaningful Travel Summit. Partnering with the Willamette Valley Visitors Association, the summit will take place from September 30 to October 2, bringing together industry leaders and change-makers in the picturesque heart of Oregon’s wine country to discuss and demonstrate best practices in sustainable and inclusive travel.
The summit will draw more than 150 travel professionals from across the globe to explore innovative approaches to sustainable tourism. It will focus on themes such as agritourism, community-based tourism, and diversity, equity, and inclusion (DEI) within the industry. The three-day event, hosted in Eugene, Oregon, promises to inspire collective action through high-impact presentations, immersive experiences, and strategic networking opportunities.
In the vineyard at King Estate Winery.
Advancing Sustainable Tourism: A Mission to Inspire Change
The 2024 North American Meaningful Travel Summit is not just another conference—it is a transformative experience aimed at uniting travel professionals to drive real change in how tourism interacts with local communities and ecosystems. As Greg Takehara, CEO of Tourism Cares, puts it, “Our programming is designed to tackle global issues through a local lens, providing attendees with practical strategies and tactics around sustainable tourism. The Willamette Valley is an exemplary model of how tourism can be a force for good, and we are excited to inspire our attendees to create similar impact-driven programs in their own regions.”
With sustainability at its core, the summit aims to go beyond conventional tourism conversations, offering real-world solutions to pressing global issues. It will focus on:
- They connect professionals to vetted non-profits and social enterprises for sustainable product development.
- We are facilitating cross-sector networking opportunities to build meaningful partnerships.
- We are providing actionable best practices in destination stewardship and community tourism.
- They inspire attendees to commit to more inclusive, responsible travel initiatives.
A Platform for Purpose-Driven Travel
A man prepares to place bread dough in an outdoor oven at Camas Country Mill in Eugene, Oregon.
The Willamette Valley, known for its fertile farmlands, award-winning wineries, and vibrant local communities, is the perfect backdrop for these critical discussions. The region has been at the forefront of promoting agritourism and sustainable travel, making it an ideal partner for Tourism Cares’ mission.
Attendees will have the unique opportunity to participate in immersive tours highlighting the area’s commitment to responsible tourism. From organic farms and sustainable wineries to historical landmarks and cultural sites, the Willamette Valley offers a rich tapestry of experiences that showcase how tourism can benefit both people and the planet.
Andy Vobora, Travel Lane County’s Vice President of Stakeholder Relations, shared his excitement about the event: “The Eugene, Cascades & Coast region offers Oregon’s greatest outdoor adventures in easy-to-reach, uncrowded places. Sustainability, accessibility, and inclusion are the three strategic pillars guiding our efforts to promote leisure travel, sports, and conventions. We are thrilled to host the Tourism Cares’ North American Meaningful Travel Summit and have attendees experience everything we have to offer here in the Southern Willamette Valley.”
Highlighting Local Champions of Change
At the summit’s core is a comprehensive educational program featuring sessions led by local community voices and global industry experts. Participants will gain insights into emerging trends and best practices in regenerative tourism, DEI, and sustainable business models. Key educational sessions will cover:
- Rural Community Empowerment and Agritourism: Showcasing how rural communities can thrive through tourism while preserving their unique cultural and environmental assets.
- Understanding Disability Inclusion in Travel: Highlighting practical strategies to make tourism more accessible and inclusive.
- Building Sustainable and Meaningful Partnerships: Demonstrating how businesses can forge alliances that benefit local communities and enhance visitor experiences.
The summit will also feature firsthand encounters with some of the region’s most impactful organizations through the newly launched Meaningful Travel Map. This interactive tool highlights vetted, sustainable, community-led enterprises, products, and experiences throughout the Willamette Valley. Attendees can engage directly with several Impact Partners, such as Antiquum Farm, Camas Country Mill, 20X21 Mural Project, and King Estate Winery.
Supporting Youth Through Culinary Education
As part of its commitment to creating positive social change, Tourism Cares has awarded $15,000 in grant funding to INSPIRE Culinary Academy, a Willamette Valley-based program dedicated to equipping low-income, at-risk youth (ages 16-24) with essential culinary, nutrition, safety, and employability skills. This initiative provides participants with a pathway to a sustainable career and aims to empower them with opportunities for financial independence and personal growth.
“Through the INSPIRE program, we hope to offer a platform for young people to gain meaningful skills that will serve them for a lifetime,” said Jessy Fabrizio-Stover, Destination Development Manager for the Willamette Valley Visitors Association. “We are proud to have this opportunity to showcase the incredible impact our community-led initiatives can have when aligned with a greater purpose.”
A Global Perspective with Local Impact
The impact of the 2024 North American Meaningful Travel Summit will resonate far beyond the borders of the Willamette Valley. Tourism Cares is thrilled to announce that the next iteration of its Global Meaningful Travel Summit will occur in Thailand in the fall of 2025. Partnering with the Tourism Authority of Thailand (TAT), the 2025 Summit will continue the organization’s tradition of inspiring sustainable travel practices by spotlighting another destination that embodies regenerative tourism and social impact.
More information is available at Tourism Cares for those interested in attending Thailand’s 2025 Global Meaningful Travel Summit.
A Legacy of Transformative Tourism
Since its inception, Tourism Cares has transformed how the travel industry approaches sustainability and social responsibility. By connecting tourism professionals with purpose-driven organizations and showcasing real-world examples of meaningful travel, the organization continues to pave the way for a more inclusive and sustainable future for tourism.
For more information about the 2024 North American Meaningful Travel Summit, visit Tourism Cares.
With its focus on creating tangible social, environmental, and economic benefits, the 2024 North American Meaningful Travel Summit is set to leave a lasting legacy for the Willamette Valley and the global travel industry.
Written by: Jason Smith
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