More companies are now building and rebuilding business models around social good, which sets them apart from the competition and augments their success. With the help of NGOs, governments, and other stakeholders, business has the power of scale to create real change. Now more than ever, it is vital that travel & hospitality providers integrate more closely with the many community-oriented organizations and conservation initiatives that are committed to nourishing our planet. Iconic destinations are places where people and wildlife live, and tourism has a direct impact on their ability to thrive.

The new generation of traveler seeks new experiences, cares about social responsibility, and wants to learn about local issues and how to help.  Engaging this new traveler is increasingly important for business. When values are aligned these travelers become greater advocates for brands they believe in. Tourism and hospitality companies are moving more and more into the social impact space, but to do it well requires an understanding of the complex international development landscape, and a respect for the communities to benefit equally. Local people are promised many benefits from tourism but receive few, and often at the expense of their physical environment. It is rare that they are given a chance to determine the kind, pace, and scope of tourism that takes place in their homes. Tourism providers must create the conditions for a symbiotic relationship rather than an exploitive relationship.

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We focus on changing the system by changing its purpose. The travel industry is saturated with variations of "giving back”, usually through charitable donations to outside organizations. But this outdated approach is missing an incredible opportunity. This narrow conception of social change has prevented business from harnessing its full potential to meet society’s broader challenges. The opportunities have been there all along but have been overlooked. Businesses acting as businesses, not as charitable donors, are the most powerful force for addressing the pressing issues we face. It's going to take more than just giving to differentiate, and truly create, social impact in the new travel economy. We are with you on that journey.

 

Economic growth is the key to lifting communities from poverty to prosperity. The tourism industry is one of the largest employers of the world’s most vulnerable - women and indigenous communities. We connect those dots. Increased incomes are also proven to reduce conflict, preserve destinations and transform local communities. That makes your product – tourism, better, and helps communities thrive on their own.

 

It's a full circle of prosperity.