New Partner: Transformational Travel Council
The Transformational Travel Movement: Shaping the Future of Tourism
The global tourism industry is on the cusp of a significant shift. As travellers seek experiences that go beyond relaxation and sightseeing, the concept of transformational travel has emerged as the newest trend that is here to stay. This movement aims at redefining how we explore the world, emphasising personal growth, cultural connection, and sustainable impact which is why we at the Resilience Council are proud to welcome the Transformational Travel Council as our newest partner.
The Transformational Travel Council advocates for an industry-wide shift toward regenerative tourism. Their framework emphasises personal development, connection with others, and stewardship of the planet, creating a ripple effect of positive change.
With travellers demanding deeper, more meaningful experiences, the industry stands at a pivotal moment. By integrating intention, mindfulness, and sustainability into their offerings, tourism businesses can transform travel into a powerful force for good - both for individuals and the world they explore.
Read about their goals and challenges in our blog below and do not forget to also have a look at their website: The Transformational Travel Council
What is Transformational Travel?
Transformational travel is about intentionally seeking experiences that stretch, challenge, and inspire individuals to grow. It goes beyond the passive consumption of destinations, encouraging travellers to reflect, engage, and return home with a renewed sense of purpose and self-awareness.
The New Travel Economy: Why Now?
The COVID-19 pandemic catalysed a shift in travel preferences, with individuals now seeking purposeful, wellness-driven, and sustainable experiences. This aligns with the "transformation economy," where businesses focus on delivering personal enrichment alongside traditional services. In the U.S. alone, transformational travel represents a $208 billion market opportunity.
This shift parallels an evolution in tourism from commodity-driven offerings to services, experiences, and now, transformative opportunities. Modern travellers are no longer content with passive leisure - they seek journeys that contribute to personal development, social impact, and environmental stewardship.
Meet the Transformational Traveller
Transformational travellers come in many forms, united by a desire for meaningful experiences. The report identifies several archetypes, including:
Pilgrims: Individuals seeking spiritual transformation at sacred sites or historical landmarks.
Volunteer Travellers: Those dedicated to humanitarian work and personal growth through service.
Healing Travellers: Participants in wellness retreats, psychedelic therapies, or other psychological renewal experiences.
Learner Travellers: Adventurers who pursue intellectual and cultural enrichment through educational travel.
These travellers are driving key trends, including:
Authenticity and Connection: An increasing demand for immersive, culturally rich experiences that foster meaningful connections with local communities.
Sustainability: A growing awareness of tourism's environmental and social impacts, leading travelers to prioritize eco-conscious and regenerative practices.
Wellness and Self-Discovery: From mindfulness retreats to nature-focused escapes, wellness is a core focus of transformational journeys.
Transformational Travel Industry
At its best, transformational travel fosters not only individual growth but also broader societal and environmental benefits. By adopting regenerative tourism practices, destinations and businesses can create systems that are restorative, resilient, and inclusive.
For example, the Willamette Valley Visitor Association in Oregon implemented a regenerative tourism program. This initiative empowers local communities to co-create tourism strategies that balance economic growth with environmental preservation and cultural respect.
Other examples include:
Soul Community Planet Hotels: These accommodations emphasise wellness, community involvement, and environmental stewardship through initiatives like their “Every Stay Does Good” program.
Tierra del Volcan, Ecuador: This operator offers a 15-day immersive experience, taking travellers through Amazonian communities, the Galapagos Islands, and the Andes to reflect on humanity’s past, present, and future. Activities incorporate Indigenous rituals, outdoor adventures, and moments of personal introspection.
Walking Mentorship, Europe: Guided pilgrimages invite participants to slow down, reconnect with themselves and others, and gain perspective on their goals while walking through stunning landscapes.
SourcesJake Haupert, Co-Founder and CEO of The Transformational Travel CouncilDr. Marco Antonio Robledo (PhD, MBA, BA), Professor in the Department of Business Economics at the University of the Balearics (UIB)Dr. Suzy Ross, Associate Professor at San Jose State UniversityKurt Kutay, Ecotourism pioneer and retired President and CEO of Wildland Adventures