Experiences of Travelers’ PhilanthropyPRESENTED BY SAMANTHA HOGENSON
MARDELTUR 2017
What is Travelers’ Philanthropy?
Tourism businesses and travelers making strategic, concrete contributions of ‘time, talent, or treasure’ to local projects that are beyond what is generated through normal tourism business transactions.
• Community projects• Environmental projects
Consumer TrendsThe 2015 “Good Travels” survey of American travelers by Tourism Cares found 55% of respondents (1405) said that they volunteered or contributed financially or in-kind to a destination they had visited in the last two years. Travelers also stated they want spending and giving to help the places they visit: 72% said their travel giving is "important," "very important", or "extremely important.”
According to Nielsen, 66% of consumers are willing to pay more for sustainable brands that showed commitment to social and environmental values.
According to the Association of British Travel Agents, ‘living like a local’ has become an essential part of visiting a new destination for many travelers. They are looking for authentic vacation experiences.
Ecotourism, nature, heritage, cultural and “soft adventure” tourism predicted by UNWTO to grow rapidly
Positive Impacts
Helps tourism businesses become actively involved as ‘good citizens’ in their
destinations and/or destinations where they
travel.
Generates resources to assist local projects that
promote social empowerment,
sustainable long term development, and
environmental conservation in host
destinations.
Enriches the travel experience through
meaningful, culturally sensitive, and productive interactions with people in the host communities.
Well organized travelers’ philanthropy initiatives hold great potential for generating increased and sustained contributions.
How Companies Give Back
In-kind or financial support from staff
Organized tours or interaction with local projects integrated into the tourism experience
Guests contribute money, supplies and/or volunteer to projects identified by tourism businesses
Example: Bodhi Surf School’s “Ocean Guardian Journey”Bahia Ballena, Osa Peninsula, Costa Rica
How it works:
•Guests visit several projects supported by Bodhi Surf School during trip
•After the trip is over, 2% of the guest’s bill is put onto a Travelers’ Philanthropy gift card and sent to the guest
•Guests can pick to which project they want to apply the gift card and can donate additionally if they want
Projects supported:
•Youth afterschool program
•Marine education program
•Trash monitoring program
Bodhi also uses funds raised for Community Education Events
Destination-Wide Programs A step above company programs, destination-wide programs bring the tourism industry together to identify community and environmental needs, and a strategic plan to meet those needs together is formed.
Cape Cod, Massachusetts➢Community Travelers’ Philanthropy organization called “CARE for the Cape &
Islands,” which strives to protect the cultural heritage and environment of Cape Cod, Massachusetts through philanthropy.
Monteverde, Costa RicaA program of the Monteverde Community Fund which unites businesses and customers in the tourism sector with local environmental, social and economic causes.
Travel Oregon Forever Fund A state-wide program that provides residents and travelers to Oregon an opportunity to share in the state’s sustainability story by giving to projects that make Oregon a better place live and travel to.
ChallengesSometimes unintended consequences of ‘giving’
• Can create dependence, divisions, favoritism – working with vulnerable populations isn’t usually a good idea for short term
• Volunteers can take jobs from locals
Hard to identify the right projects & partners
Impacts on community & conservation if tourist donations or volunteers go away
• How to ensure longevity of donations
In order for the project to be sustainable, it’s about giving a “hand up” not a “hand out”
Critical Factors for Success
Engaging a local champion
Involving tourism businesses
Ensuring a sustainable funding
method
Securing an advisory committee representing many different areas of
expertise to help choose projects and guide
program
Telling the story to businesses and
travelers: why is giving important?
Possible Project for Cuba
• Network of about 1 dozen sustainable travel U.S.-based tour operators, organized by CREST
U.S. Tour Operators
• In need of material goods such as school supplies, over the counter medicine, sports equipment, etc., organized by one identified Cuban organization
Network of Cuban
non-governmental organizations • Cuban
organizations let CREST know what supplies are needed, and CREST passes on information to tour operators, which can give tourists a chance to fulfill the needs during their Cuba trips
CREST
• Donations are made in Cuba to main non-governmental organizer, which distributes the donations to participating organizations.
Cuban Organizer
Thank you! Samantha Hogenson
Managing Director
Center for Responsible Travel (CREST)
www.responsibletravel.org