Selling sustainable travel products is not just the right thing to do, it is good business. Studies show that travelers are seeking more responsible ways to connect authentically with cultures and nature and aren’t sure how to find and vet them. And that’s where Tourism Cares comes in.

Tourism Cares works to help develop and promote meaningful travel experiences that ensure direct benefits for host communities, protect cultural and environmental assets, and connect guests in a deeper, more responsible way with the people and places they visit.

Travelers seek sustainable options

In the latest booking.com survey, 76% of travelers said they want to travel more sustainably and 66% said they want to leave places they visit better than when they arrived. Plus, 43% would pay more for options with a sustainable certification. Other studies reveal that Millennials in particular, place a high value on purchases that align with their values.

Importantly, even if clients don’t use the word “sustainable”, these “authentic” experiences often align with what clients want. “Meaningful”, which shifts the focus to the traveler experience, is a word many in the industry prefer to use.

Tourism cares provides the tools

Selling the sustainable, responsible and socially and environmentally conscious products consumers are demanding can set an advisor apart, Flores said.

For individual travel advisors, a good starting point is the Meaningful Travel Platform, a digital training course, and the Travel Advisors’ Guide to Meaningful Travel.  Plus, Tourism Cares Meaningful Travel Summits offer in-depth learning and networking opportunities. A cool new tool, the Meaningful Travel Map, lets users zoom in on vetted experiences around the world.

For a $99 annual donation, individual travel advisors can join the global Tourism Cares community. Corporate membership levels (and associated benefits) range from $1500 to $40,000.