An early-spring tour operator survey gauged what’s up and down in business this year, and a particular traveler interest made a steady appearance in responses: meaningful travel.
Ninety-five percent of NTA operators reported that clients are seeking more meaningful travel experiences, which include supporting and connecting with local communities and being mindful of the environmental, social, and economic impact a tour leaves on a destination. While the demand is there, operators may need a tip or two on simply starting to offer these kinds of experiences. Tourism Cares’ director of company impact, John Sutherland, helps design the organization’s programming to encourage travel companies to be a force for good for local communities.
“We want companies to get activated toward meaningful and sustainable tourism development. So, it means everything to hear travel organizations acknowledging the demand for meaningful travel,” he says. “Travelers are looking for meaningful experiences because they are win-win: These are enriching, engaging, and authentic experiences, and they are positively impactful to local communities and environments, which feels good, creates memories, and leaves travel destinations in good shape.”
At the end of the day, he says, travelers care about their destinations and want the people to be friendly, the food to be fresh and authentic, the beaches and rivers to be clean, the resources (like water) to be available, the coral reefs to be healthy, and the snow to be on the mountains. When tour companies adopt meaningful travel, it protects these resources and enhances the client experience, creating ripples that affect today’s travelers and future generations.
“We don’t just think that travel can be a force for good, but when all else is equal, travelers themselves will choose to have a positive impact,” Sutherland says. “When the industry is at its best, even travelers not typically engaged with sustainability can have experiences that are beneficial all the way around. That means that even though there is growing demand for meaningful experiences, the industry doesn’t have to wait for demand to start designing their product better.”
Tourism Cares gives points on what defines meaningful travel:
Is hosted and managed by local communities, generating sustainable economic benefits for host communities, especially those not already positively impacted by tourism- Values people from diverse backgrounds and perspectives and protects cultural assets
- Includes nonprofits, social enterprises (businesses with social/environmental impact as their primary purpose), B Corporations (businesses with certified “benefits” to society), and other organizations related to the tourism industry that focus on impact
- Protects environmental resources, has a low carbon footprint, and promotes sustainability and conservation
- Impacts guests in a way that is experiential and immersive and engages them in a deeper understanding of people and place
