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In 2024, we partnered up with Tourism Cares to profile trade-ready, responsible tourism experiences in Scotland on its new, interactive Meaningful Travel Map. Since then, more than 30 Scottish tourism experience providers have been added to the map.

Tourism Cares is a US non-profit organisation, founded by the US Tour Operator Association (USTOA). Its goal is to unite the travel industry and serve as a catalyst for positive social, environmental, and economic impact from tourism.

Tourism Cares has a membership of more than 160 global travel advisors, tour operators and airlines. These members reach millions of travellers each year who are planning and booking their holidays.

Together with Tourism Cares and the Scottish tourism industry, we want to build Scotland’s presence on the Meaningful Travel Map. This will extend Scotland's reach with global tour operators and travel advisors, who are looking to add meaningful travel experiences to their itineraries. 

In this article:

What is the Meaningful Travel Map?

The map enables tourism to make a positive impact to local people and places.

In March 2024, Scotland celebrated being the first European destination to feature on the map. Since then, more tourism providers from across Scotland and across key sectors have been added. These include accommodation, cultural experiences, and outdoor activity providers.

Many of those on the map are not-for-profit, social enterprises and led by local communities. Their profits go back into their core mission and meet local ambitions. This can take the form of:

  • conservation projects
  • working with local schools
  • creating much-needed employment opportunities

View the map on tourismcares.org.

 

People weaving at Radical WeaversWorkshop with Radical Weavers, a Scottish charity on the Meaningful Travel Map.

Why should I add my business to the map?

Research suggests that 75% of global travellers say they want to travel more sustainably. 71% say they want to leave places they visit better than when they arrived. However, finding and making more sustainable travel choices can be the challenge.

View the full research findings on booking.com.

Travel intermediaries (such as tour operators and travel advisors) play a key role in influencing the regions and experiences that visitors purchase.

In 2022, VisitBritain’s research indicated that over 60% of all international travellers to Britain will book their whole trip, or elements of their trip, as a package. Packages can be booked through a range of travel intermediaries.

Browse the research report on visitbritain.org.

The Meaningful Travel Map therefore becomes a useful resource to support those creating itineraries for prospect travellers. Scotland’s presence on the map allows travel intermediaries from around the world to:

  • discover Scottish tourism providers that will enable tourism to be a force for good
  • meet the growing demand for meaningful, more responsible, travel

More Meaningful Travel Map business benefits

Browse the following case studies and videos to discover more business benefits of being on the Meaningful Travel Map in greater detail.

Mercat Tours case study

visitscotland.org

Discover Mercat Tours' positive experience of being on the Meaningful Travel Map.

Scottish Crannog Centre case study

youtube.com

See how the Scottish Crannog Centre has benefitted from being on the Meaningful Travel Map.

Sustainable product showcase

youtube.com

Watch our webinar on how Scottish businesses are benefiting from being on the Meaningful Travel Map.

How to add my business to the map?

Tourism Cares has criteria for applying to join its map and will assess all applications based on its criteria before adding profiles on to their website.

Please note that you must be ready and able to work with the travel trade when you apply.

If you prioritise community involvement, diversity and inclusion, cultural preservation, and enable positive local impact, then we invite you to find out more and apply to be on the map.

Apply to be added on the map on tourism cares.org

Would you like to find out more or discuss your application? Please email meaningfultravel@visitscotland.com.

Related links

Responsible tourism

Find information on responsible tourism in Scotland, and how you can make your business more sustainable.

Reduce your climate impact guide

Understand how your business can reduce emissions with our simple climate impact guide that includes our easy-to-use, free climate action workbook.

Responsible tourism research

Find research into responsible tourism in Scotland. This includes reports on visitor, community, and industry insights.