Four of the delegates shared their thoughts with Courier about CSR in the midst of the Feb. 23–28 trip. Each brought a different level of experience and focus with them to Jordan, and each had specific takeaways. And everyone connected with the event contributed their personal insights and interpretations, which produced an even greater learning experience for all participants.
Nan Marchand; U.S. Travel Association, senior vice president (pictured above)
Keith Sproule; Abercrombie & Kent Philanthropy, executive director
Reagan Stulbaum; NYC & Company, vice president, membership, borough relations and Tourism Ready
Javier Valdez; Myght, founder
Courier: The idea of tourism-related organizations working to make a positive impact on local communities is not new. And there are many examples of good works, community engagement, social enterprise and sustainability. But why? Why should organizations make the effort?
Valdez: It’s a responsibility. Companies have the resources to make a difference. And when they empower their communities, they empower themselves. Sustainability isn’t just about the environment; it’s also about the people.
Sproule: In so many instances, our industry is associated with pillaging a destination. All over the world, ancestral stewards have not benefited from more arrivals. And they are the real hosts. Our industry has not always reflected the best we can be when it comes to building bridges. For example, in Namibia, those who live on the edge of civilization live with human-wildlife conflict. If we can’t figure out a way not to fence that wildlife in—or if we’re driving past communities that struggle to educate and feed their children, there’s no equity. And no sustainability. Our goal should be to improve the lives and livelihoods of the communities where we travel. And not just the employees of tourism, but everyone in the community.
Stulbaum: As a DMO, I know that people are interested in local, authentic experiences, and there’s so much of that throughout all five boroughs of New York City. We can give people the new New York every time they come to visit. So much of what we show off is magical, but there’s something so very integral to New York that we want people to experience as well. That’s what we’re made of.
Marchand: Making an impact in the communities a business serves or is located in is becoming an integral part of an organization’s mission and culture. Why? Because these values are important to an organization’s bottom line.
Courier: What did you learn in Jordan that added to your understanding of our industry’s social responsibility?
Marchand: CSR was so tangible in Jordan. We saw it in action. It was more than just part of an organization’s mis-sion statement. To paraphrase Ms. Muna Haddad, managing director of Baraka in Jordan, the benefits of an organization need to go into the right hands.
Valdez: Sustainability can be tailored to different types of travel and people. You don’t have to go the homestay route. Someone who prefers luxury travel and wants to stay in a resort can also make a positive impact—even if you empower only one person.
Stulbaum: You wouldn’t think there are a lot of similarities between Petra and New York City. But talking with Suleiman (Dr. Suleiman Farajat, commissioner for the Petra Archaeological Park and tourism affairs) about the challenges he faces in building capacity within the local community reminded me of what I deal with in working with the boroughs. Bringing more tourists—and tourism business—into an existing community or neighborhood becomes a real balancing act. Whether it’s ancient Jordan or big-city America, we’re alike in so many ways.
Sproule: The promise of tourism is still alive and can be realized. During our time in Jordan, all the players have been involved: government representatives, private sector, agencies, community leaders, nonprofits and NGOs (non-governmental organizations). We had a tremendous diversity of international operators and GMs and CEOs. Our sessions helped Jordanians figure out how to deliver what buyers want. And they offer the Jordan Trail and The Meaningful Travel Map of Jordan. They’re serious.
Meaningful Map
Tourism Cares with Jordan delegates joined a Feb. 25 news conference announcing the creation of The Meaningful Travel Map of Jordan, which promotes 12 social enterprises that provide jobs to locals and give tourists hands-on cultural insight. To learn more, go to .