Darias PR Collective

Tourism is one of the world’s most powerful profit margins all around the world, although the communities and destinations that bring in all of the influx see the least of the wealth. According to the United Nations Environment Programme, every $100 a tourist spends in a developing country, only an estimated $5 stays with the local community. The rest flows outward to international chains and foreign-owned operators. All of the rest tends to flow outward, typically towards foreign owned operations and international chains. This creates a major gap, and this is the gap that the non-profit Tourism Cares aims to close.  

Founded 20 years ago, Tourism Cares is a U.S.-based nonprofit dedicated to advancing the travel industry, “we take a wide-angle view that considers the environmental, social, and economic impacts.” This mission is to create and improve already current sustainable tourism, regenerative travel, responsible travel and meaningful travel for destinations globally. 

They bring tour operators, travel advisors, destination marketing organizations, and global brands together to build a more sustainable tourism ecosystem and create more equitable traveling habits. Instead of calling out and aiming to reach individual travelers, but instead targeting internal issues.

“Tourism is a powerful tool that, when designed properly, can help alleviate some of the world’s biggest problems, like social inequality and conservation of cultural and environmental assets.”

So how exactly do they do it? Tourism Cares focuses on the concept of meaningful travel, such as experiences that benefit communities, protect cultural and environmental assets and connect visitors to places in a much more responsible way. A 2023 Booking.com survey found that: “76% of respondents said that they want to travel more sustainably; 75% seek authentic experiences that are representative of the local culture; and 69% want the money they spend when traveling to go back to the local community.” Tourism Cares helps the industry meet it.

They create the Meaningful Travel Map, which is their flagship tool, a catalog that shows sustainable experiences around the world including things such as community lead tours and social enterprise restaurants. They also provide accommodations, so travel professionals can build them directly into client itineraries. Other examples include Meaningful Travel Summits bringing various industry leaders to in-destination locations to connect them with local changemakers and digital training to teach sustainability practices. 

One project Tourism Cares worked with was Fundación Agua y Tierra, Coclé, Panama

Located on Panama’s western coastline. Fundación Agua y Tierra translated to Water and Land Foundation, is another  non-profit committed to safeguarding marine ecosystems, sea turtles conservation, and community-based rural tourism. “Activities are led by local community members who share their culture and are actively involved in environmental education initiatives aimed at minimizing carbon footprint and conserving the sea turtle population in the area, which was previously plagued by overharvesting.”

The non-profit Tourism Cares is making a difference because they are helping distribute top industries power and giving it back towards the communities and promoting sustainable practices. Also working hard to continue to connect travelers to these communities, while also protecting cultural heritage and these destinations’ environments in a more responsible way.

About the Author

Hi there, I’m Daria, a public relations student at the University of Oregon, columnist and passionate traveler. I’ve worked in Tokyo’s media industry creating and strategising content for international audiences, with a love for how travel shapes communication and storytelling.