Hall of Fame Series: Association & Non-Profit Award Winner: Tourism Cares

Revolutionising Travel with Tourism Cares’

Meaningful Travel Map

In a world where conscious choices increasingly shape industries, Tourism Cares stands at the forefront of transforming travel into a force for good which is why they were awarded the Association & Non-Profit Award at the Hall of Fame at the beginning of November.

One of their most ambitious projects is their innovative Meaningful Travel Map looking to reimagine how we explore the globe—making every journey more impactful for people, places, and the planet.

What is the Meaningful Travel Map?

The Meaningful Travel Map is a cutting-edge digital tool designed to bridge the gap between the travel trade—tour operators and advisors—and a curated network of sustainable businesses, social enterprises, and community-based tourism initiatives. From unique accommodations and restaurants to cultural experiences and eco-friendly tours, the Map offers authentic, purpose-driven travel options across six continents.

Unlike other platforms, the Meaningful Travel Map uses stringent vetting criteria to ensure inclusivity only for businesses that:

Empower local economies.
Champion cultural preservation.
Advocate for environmental sustainability.

Its mission is clear: to shift the tourism industry toward a model that prioritises community well-being, heritage, and conservation.

Real Stories, Real Impact

Since its launch in 2018, the Map has fuelled meaningful change. In Jordan, for instance, the initiative has spotlighted organisations like:

Iraq Al Amir Women Cooperative Society: Empowering women through craft skills such as weaving and ceramics, preserving traditions while generating income.
Bani Hamida Weaving Project: Offering sustainable employment for over 1,800 women, enabling them to expand their homes, fund education, and strengthen their communities.

These stories exemplify how tourism, when guided by the Map, can create life-changing opportunities.

Scotland Joins the Movement

Tourism Cares is expanding its global reach in 2024, with Scotland becoming the first European destination to create its own Meaningful Travel Map. Scotland’s inclusion is a pivotal moment, showcasing the country’s commitment to responsible tourism.

This partnership will highlight Scotland’s unique and sustainable experiences, from eco-friendly tours in the Highlands to cultural encounters in small communities. With over half of Scotland’s international visitors booking through travel intermediaries, the Map will connect tour operators with these impact-driven offerings, expanding their reach.

2024: A Year of Expansion and Innovation

Building on its two-decade legacy, Tourism Cares has set an ambitious agenda for 2024:

Destination Growth: Alongside Scotland, 15 other destinations are joining the Meaningful Travel Program, committing to sustainable tourism.
FAM Tours with Purpose: Thailand and Hawaii will host immersive familiarisation tours, giving travel professionals first hand experiences with local impact partners.
Meaningful Travel Summits: In Panama and Oregon, these events will foster collaboration between industry leaders and local changemakers.

The Ripple Effect

The Meaningful Travel Map and its associated programs aren’t just tools—they are catalysts. They empower travellers to make conscious choices and inspire the industry to prioritise regenerative practices. By connecting the travel trade to vetted impact partners, these initiatives ensure that tourism dollars go directly to supporting local communities, preserving heritage, and protecting ecosystems.

Join the movement. Learn more at tourismcares.org.