Tourism Cares

What Tourism Cares does

Tourism Cares is a 501(c)(3) nonprofit organization founded in 2003 and headquartered in Canton, Massachusetts, that operates as a cross-sector convening body for the global travel and tourism industry's sustainability agenda. It serves corporate travel companies (tour operators, hoteliers, suppliers, advisors), destination management organizations (DMOs), and individual travel professionals, offering them a tiered membership program (individual professional memberships at $99 per year, corporate tiers from $2,500 to $50,000+), a curated digital Meaningful Travel Map of nearly 800 vetted sustainable suppliers (powered by third-party technology partner Boldest), the Meaningful Travel Summits held in destinations worldwide, and grant programs (the Impact Travel Fund and the Diversity in Tourism Fund) through which the organization has distributed nearly $2.5 million in cumulative giving.

The organization generates revenue primarily through recurring membership dues across three tracks (corporate, destination, and individual professional), supplemented by donations, corporate sponsorships, and grants, and it delivers its mission through a portfolio of interconnected programs: signature summits (Global and North American), a roadshow, the digital Meaningful Travel Map platform, a Learning Hub with webinars and training, and community impact grants. Its go-to-market is community-led, built on industry partnerships with associations such as the U.S. Travel Association and Destinations International, destination collaborations with national tourism boards (VisitScotland, the Tourism Authority of Thailand, Jordan, Panama, Willamette Valley, Asheville CVB), and event-driven member recruitment. As of available data, Tourism Cares unites more than 160 member organizations, has engaged over 7,000 travel professionals in events since inception, and operates with a team of 62 employees under CEO Greg Takehara, who has led the organization since 2019.

Name

Tourism Cares

Legal name

Tourism Cares, Inc.

Website

https://tourismcares.org

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Tourism Cares is a 501(c)(3) nonprofit that unites the global travel and tourism industry around sustainability through a tiered membership program, the Meaningful Travel Map of curated sustainable suppliers, destination summits, and community impact grant funds, serving tour operators, DMOs, and individual travel professionals.

Ownership category

akta.pro rank

Product category

Sustainable Tourism Nonprofit Services

NAICS

Nature Parks and Other Similar Institutions (71219), Tour Operators (561520), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing) (THAAANAI)

akta.pro secondary industries

Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting) (THAAANAN), Biodiversity & Habitat Conservation Services (Restoration, Wildlife-Safe Operations) (THAAANAH), Citizen Science & Conservation Volunteer Tourism Programs (On-Site) (THAAAFAH)

Keywords

• Sustainable tourism programs
• Travel industry membership
• Destination stewardship grants
• Meaningful travel education
• Tourism community impact

Headquarters

HQ city

Norwood, MA

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Membership Dues: Tourism Cares generates revenue through tiered membership programs. Corporate memberships range from $2,500 (General Member) to $50,000+ (Strategic Partners). Individual professional memberships are available at $99/year. Destination memberships are offered for DMOs. These membership fees provide access to resources, networking, sustainability education, and the Meaningful Travel Map platform.
2. Donations and Grants: The nonprofit accepts donations to support its mission of advancing sustainable tourism. Donations power programs including the Meaningful Travel Map, grants to destinations, and educational initiatives. The organization also awards capacity-building grants to nonprofits and social enterprises, funded by member contributions and donors.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Tourism Cares is a 501(c)(3) nonprofit that advances sustainability and meaningful travel across the travel and tourism industry through a tiered membership community, the Meaningful Travel Map digital platform of nearly 800 vetted sustainable suppliers, global and regional summits, professional training, and grant programs (Impact Travel Fund and Diversity in Tourism Fund) that have directed nearly $2.5 million to destinations and communities worldwide.

Product overview

Tourism Cares operates as a nonprofit organization offering a portfolio of interconnected programs and platforms dedicated to advancing sustainability and meaningful travel within the travel and tourism industry. Its core digital product is the Meaningful Travel Map — an interactive, curated global network of nearly 800 vetted sustainable travel suppliers across destinations including Colombia, Thailand, Scotland, England, Ireland, and Hawaii — sponsored by Boldest. This map is complemented by a tiered Membership Program serving corporate organizations, destination management organizations (DMOs), and individual travel professionals, offering professional development, networking, exclusive resources (Members Resource Hub), and early access to events. Tourism Cares also administers two grant programs — the Impact Travel Fund and the Diversity in Tourism Fund — collectively responsible for nearly $2.5 million in giving. Its programming includes Meaningful Travel Summits (Global and North American), the Meaningful Travel Roadshow, Meaningful Events, a Learning Hub with webinars and blog content, and Meaningful Travel Training. These offerings form a cohesive ecosystem designed to unite, inspire, and activate the travel industry toward sustainability, community empowerment, and positive social and environmental impact.

Differentiator

Problem solved

Functional benefit

Brands

• Meaningful Travel Map: A global platform highlighting tourism businesses, nonprofits, and community initiatives creating positive impacts through travel. Features nearly 800 suppliers of sustainable tourism experiences.
• Meaningful Travel Summits
• Impact Travel Fund
• Diversity in Tourism Fund

Products and services

• Tourism Cares Membership Program A tiered membership community connecting travel and tourism organizations across all sectors to advance sustainability and meaningful travel. Offers three membership tracks: Corporate Memberships (for tour operators, hoteliers, suppliers, advisors at $2,500 to $50,000+ annually), Destination Memberships (for DMOs), and Professional Memberships (for individual travel professionals at $99/year). Member benefits include professional development, networking, sustainability education, recognition, and access to the Members Resource Hub.
• Meaningful Travel Map An interactive digital mapping platform that showcases vetted, sustainable, community-led tourism experiences worldwide. The map connects travel trade professionals and travelers with purpose-driven organizations and enables browsing by destination. It features a network of nearly 800 suppliers across categories including Community Tourism, Culture Keepers, Environmental Champions, Indigenous Experiences, Social Enterprises, and Non-profits & B Corps. The map is powered by Boldest.
• Meaningful Travel Summits In-person and virtual summit events that bring together travel industry professionals for education, immersive experiences, and volunteerism at destinations around the world. Since 2003, Tourism Cares has organized events at nearly 50 destinations, pairing education with meaningful travel to create positive economic, social, and environmental impact. Events include the Global Meaningful Travel Summit (held internationally) and the North American Meaningful Travel Summit (held in the U.S.).
• Meaningful Travel Training
• Learning Hub and Webinars An educational resource platform offering webinars, blog posts, and professional development content focused on sustainability, meaningful travel, and responsible tourism practices. Content is categorized into topics including Sustainability 101, Carbon, Climate, Social Enterprise, Product Development, Professional Development, and Peace. Includes exclusive members-only content on the Members Resource Hub.
• Impact Travel Fund A grant fund administered by Tourism Cares that invests in the resiliency of destinations through community-level tourism initiatives. Grants support capacity building, infrastructure, upskilling, and community networking for organizations creating social and environmental impact around tourism destinations. Tourism Cares has been responsible for nearly $2.5 million in total giving through this and related grant programs.
• Diversity in Tourism Fund A grant fund supporting programs and activities that increase diversity, equity, and inclusion within the travel and tourism industry. Grants fund training, certification, talent development, market research, and mentoring programs for underrepresented individuals and organizations in the sector.
• Meaningful Travel Fund (with UnTours Foundation) A fund launched in partnership with the UnTours Foundation to provide financial support and flexible capital to purpose-driven tourism businesses, supporting the growth of sustainable and meaningful travel enterprises.
• Meaningful Travel Roadshow A mobile education and engagement initiative launched in 2025 to advance sustainable tourism practices across multiple regions, bringing Tourism Cares programming and training to new audiences.

Quantifiable outcome

• Nearly $2.5 million in total giving to projects and organizations worldwide
• +4 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and major.

• Tourism Authority of ThailandcoreStrategic or Co-development Partner · 7 September 2025Tourism Cares and the Tourism Authority of Thailand partnered to host the 2025 Global Meaningful Travel Summit in Bangkok and Krabi province from September 7-13, 2025. The summit focused on community-based tourism and environmental conservation, bringing together travel industry leaders to explore Thailand's sustainable tourism offerings.
• UnTours FoundationcoreStrategic or Co-development Partner · 1 January 2024Tourism Cares and UnTours Foundation launched the Meaningful Travel Fund to support purpose-driven tourism businesses. This partnership provides flexible, affordable capital to small tourism businesses focused on social and environmental impact.
• VisitScotlandcoreStrategic or Co-development Partner · 1 January 2024VisitScotland partnered with Tourism Cares as the first European destination to create a Meaningful Travel Map, promoting sustainable Scottish tourism experiences. VisitScotland is driving meaningful tourism by increasing discoverability and bookability of experiences where tourism can be a force for good.
• Willamette Valley Visitors AssociationmajorStrategic or Co-development Partner · 1 January 2024Willamette Valley Visitors Association joined Tourism Cares' Meaningful Travel Program and served as host for the 2024 North American Meaningful Travel Summit, focusing on agritourism, sustainability, and inclusion.
• BoldestcoreTechnology or Integration · 1 January 2024The Meaningful Travel Map is powered by Boldest, a technology partner that enables the interactive mapping platform showcasing sustainable tourism experiences globally.
• Conscious Travel OrganizationsmajorStrategic or Co-development Partner · 1 January 2024Tourism Cares and Conscious Travel Organizations solidified a partnership to tackle the industry's most pressing concerns around sustainability and responsible travel.
• U.S. Travel AssociationmajorGTM or Marketing Partner · 1 January 2023Tourism Cares partnered with U.S. Travel Association to give back to the host destination of San Antonio, Texas at the 2023 IPW Travel Trade Show. The partnership supports volunteer activities and community impact at IPW host cities.
• Destinations InternationalmajorStrategic or Co-development Partner · 1 January 2021Tourism Cares and Destinations International formed a partnership to advance sustainable tourism and destination management. Destinations International represents CVBs and DMOs globally, making this partnership significant for industry reach.
• Future of Tourism CoalitioncoreStrategic or Co-development Partner · 1 June 2020Tourism Cares co-founded the Future of Tourism Coalition with 5 other NGOs to chart a new, more sustainable direction for tourism. The Coalition pursues a shared global mission to place destination needs at the center of tourism's future, with guiding principles for the industry.
• IMPACT2030majorStrategic or Co-development Partner · 1 January 2019Tourism Cares united with IMPACT2030 to host the Tourism Cares Inspiration Exchange (TCiX) event at The Apollo Theater in Harlem, engaging 100 travel professionals around the UN Sustainable Development Goals.
• Blacks in Travel and Tourism CollaborativecoreStrategic or Co-development Partner · 1 January 2019Tourism Cares partnered with the National Blacks in Travel and Tourism Collaborative to launch the Diversity in Tourism Fund and support the Black Tourism Talent Directory, advancing diversity and inclusion in the industry.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• BookDifferent: A hotel booking platform that highlights eco-certified and socially responsible accommodations with impact contributions. Comparable supplier-curation function but operating commercially with direct booking capability.
• Kind Traveler: A purpose-driven booking platform that donates to nonprofits with each booking and curates sustainable hotels. Represents the for-profit, commerce-enabled evolution of Tourism Cares' curation model and a potential long-term competitive threat to the Map.

Broad incumbents

• Destinations International: Trade association for destination management organizations (DMOs) and convention & visitors bureaus. Already a Tourism Cares partner, but competes for the same destination-side membership budget and offers overlapping sustainability education and events.
• World Travel & Tourism Council (WTTC): The global industry council representing the broader travel and tourism economy, including sustainability initiatives. Larger, broader scope than Tourism Cares but operates as a comparable convening body for industry sustainability advocacy.

Direct peers

• The Travel Foundation: A UK-based sustainable tourism charity that convenes the travel industry and destinations around sustainability initiatives. Comparable nonprofit model, similar grant-making function, and overlapping member/partnership base with Tourism Cares.
• Sustainable Travel International: A 501(c)(3) nonprofit focused on sustainable tourism education, certification, and advocacy. Operates the Green Destinations program and advises destinations and travel companies on sustainability — directly overlapping Tourism Cares' mission, member base, and programmatic offerings.
• Global Sustainable Tourism Council (GSTC): Sets global standards for sustainable travel and tourism, manages the GSTC Criteria, and accredits certification bodies. Comparable industry-convening nonprofit role; complementary rather than overlapping in certification depth but highly analogous mission and audience.
• Adventure Travel Trade Association (ATTA): An industry association for adventure travel operators, DMOs, and suppliers running events, education, and research. Comparable membership-based industry convener model with adjacent programmatic offerings (events, training, networking).
• Future of Tourism Coalition: A coalition of NGOs (co-founded by Tourism Cares in 2020) advancing shared guiding principles for sustainable tourism. Highly comparable mission, audience, and programmatic overlap; effectively a peer alliance organization.
• Center for Responsible Travel (CREST): A research and advocacy nonprofit promoting responsible tourism policy and practice worldwide. Comparable nonprofit structure, sustainability-focused mission, and engagement with destinations, policymakers, and the travel trade.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/TourismCares
• Facebookfacebook.com/TourismCares
• LinkedInlinkedin.com/company/tourism-cares
• Instagraminstagram.com/tourismcares
• YouTubeyoutube.com/channel/UCx2p1aKc3L5H5KxvF5e5vYw

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Cares