Tourism Cares, a leading non-profit organization committed to advancing sustainability, has launched the ‘Get on the Map’ campaign in a bold step towards promoting responsible tourism and addressing critical challenges facing the travel industry. From October 1 to October 31, 2024, this month-long initiative aims to empower travel professionals to incorporate sustainable and meaningful travel experiences into their offerings. It provides them access to expert guidance and resources designed to amplify tourism’s positive impact globally.

This campaign leverages the Meaningful Travel Map, an innovative tool developed by Tourism Cares that curates diverse vetted sustainable experiences, tours, accommodations, and community-based organizations worldwide. By connecting travel professionals with locally led or owned entities, the campaign supports the integration of these impact-driven partners into travel itineraries and product lines, ultimately promoting economic resilience, cultural preservation, and environmental stewardship across the industry.

Transforming Tourism through Meaningful Connections

Throughout October, Tourism Cares is extending free virtual sustainability consultations to all travel professionals, a service typically reserved for its members. This unique opportunity, led by Tourism Cares’ seasoned sustainability practitioners, provides personalized guidance on integrating responsible travel practices into business operations. This initiative encourages participants to rethink their supply chain, consider new sustainable offerings, and align their services with a model of tourism that prioritizes giving back to communities and the planet.

“The travel industry is at a critical turning point, with unprecedented pressure from issues such as overtourism, climate change, and growing socio-economic imbalances,” emphasized Greg Takehara, CEO of Tourism Cares. “By opening up our virtual consultations to a wider audience, we hope to create a collaborative space where travel professionals can come together, exchange ideas, and develop sustainable strategies that benefit not just their businesses but also the destinations they serve. This October and beyond, we urge everyone to ‘Get on the Map’ and contribute to advancing a tourism model that prioritizes positive impact.”

Elevating Impact-Driven Organizations to the Global Stage

Initially launched in 2023, the Meaningful Travel Map has rapidly become a vital resource for travel professionals seeking to source authentic, impact-driven experiences that may otherwise go unnoticed. The Map’s offerings have expanded significantly, growing by nearly 50% in the past year to include close to 400 sustainable organizations and tripling its destination marketing organization (DMO) partnerships to over 30 locations globally.

This growth enhances visibility for small, community-based enterprises. It connects them with significant travel operators and advisor networks, including Avanti Destinations, Intrepid Travel, AAA, Goway, Kaleidoscope Adventures, and Club Adventures. By integrating these unique partners into mainstream travel products, Tourism Cares fosters a more inclusive tourism landscape where diversity, equity, and inclusion are at the forefront of business development.

“For many of these small businesses, gaining visibility on a global stage and establishing partnerships with larger travel companies can be transformative,” Takehara noted. “The Meaningful Travel Map gives every organization a seat at the table, ensuring that sustainable tourism growth supports local communities and preserves cultural and natural heritage.”

Campaign Highlights and Incentives

Tourism Cares is offering an exclusive sweepstakes to engage travel professionals as part of the further ‘Get on the Map’ campaign. One lucky winner will receive a complimentary registration for the highly anticipated 2025 Global Meaningful Travel Summit in Thailand, an invitation-only event bringing together industry leaders, sustainability pioneers, and innovators in responsible tourism.

The summit attendees will gain valuable insights into sustainable tourism practices and have the chance to experience several partners featured on Thailand’s Meaningful Travel Map first-hand. This immersive opportunity is designed to inspire participants to adopt more impactful travel strategies and build partnerships that drive sustainable change.

The Urgency for Sustainable Change in Tourism.

The launch of the ‘Get on the Map’ campaign comes as the travel industry grapples with several pressing issues, including overcrowding at popular destinations, the environmental impacts of increased tourism, and growing demand from discerning consumers for responsible travel options.

Recent reports have highlighted how unsustainable tourism practices contribute to the degradation of natural resources, disruption of local communities, and loss of cultural heritage. As such, the need for systemic change is more urgent than ever.

By championing the Meaningful Travel Map, Tourism Cares is addressing these challenges and positioning itself as a leader in the industry’s transition towards more responsible travel practices.

How to Get Involved

Travel professionals interested in booking a consultation or learning more about the ‘Get on the Map’ campaign can visit the Tourism Cares website for more details. Here, they can explore the Meaningful Travel Map, register for sustainability consultations, and enter the sweepstakes for a chance to attend the 2025 Global Meaningful Travel Summit in Thailand.

 

 

 

Written by: Yves Thomas

 

 

 

 

 

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