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Purpose-Driven Travel is on the Rise

by Susan Finch

Dec 21, 2019

Voluntourism © jdwfoto | iStock

Trends / Voluntourism

Sustainability and experiential travel have already made headlines as growing industry trends. Purpose-driven travel is also on the rise, giving new focus to existing trends.

From volunteering to visiting and supporting local artisans, travelers are carefully designing their vacations to find more meaning in their destination of choice. Travel agents are responding to the trend and looking to their own suppliers and vendors to also offer sustainable products and services their customers want.

Although the trend strikes a similar cord to experiential travel, purpose-driven travel isn’t about collecting experiences and sharing them on Instagram for the world to envy. Traveling with a purpose is more about immersion and a way to contribute to their destination.

It’s not always easy to know which experiences will provide the most value in terms of purpose and giving back. If you embark on your own, vet local organizations like conservation groups or charities with a proven track record for positively impacting their community.

Or you can work with an experienced travel agent who has fostered meaningful connections in your destination of choice. Asking for client referrals is also a smart way to vet that the trip wasn’t just a marketing pitch, but the purpose-driven vacation they were looking for.

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