In a collaborative effort to promote environmentally responsible tourism, the American Society of Travel Advisors (ASTA) has teamed up with the nonprofit organization Tourism Cares to launch a new educational program titled “Sustainability and Meaningful Travel for Advisors.” This digital course, unveiled in April to coincide with Earth Month, is being offered free of charge to ASTA members throughout the month as part of a broader effort to emphasize the importance of sustainable practices in the travel industry.
The course is tailored for those new to the concept of sustainable travel, offering an accessible, beginner-friendly introduction to the topic. Through a series of three concise and informative videos, Tourism Cares lays out the foundational principles of sustainability within the travel sector, while also addressing the practical business advantages of incorporating sustainable travel options into an advisor’s offerings. The goal of the program is to educate and inspire travel professionals to make conscious, informed decisions that contribute to the well-being of the communities and ecosystems they serve.
Greg Takehara, CEO of Tourism Cares, emphasized the powerful influence travel advisors have in shaping the industry’s trajectory. “Travel advisors play a vital role in shaping the future of travel, and their influence can drive meaningful impact for destinations and communities worldwide,” he stated. His sentiment reflects a growing awareness within the travel sector that advisors are not merely facilitators of leisure but also stewards of cultural and environmental preservation. Their recommendations can direct travelers toward experiences that are both enriching and responsible, helping to foster long-term benefits for local populations and natural environments alike.
The course underscores the business case for sustainable travel, highlighting how travel advisors can position themselves as forward-thinking and socially conscious by aligning with the growing consumer demand for responsible tourism. As travelers become more environmentally aware and seek out experiences that reflect their values, advisors equipped with knowledge about sustainability are likely to be viewed as more credible and trustworthy. The training encourages advisors to not only understand the key tenets of sustainability such as reducing carbon footprints, supporting local economies, and preserving heritage but to actively integrate these practices into their day-to-day operations and client recommendations.
By offering this resource at no cost during Earth Month, ASTA is reaffirming its commitment to supporting both its members and the wider movement toward sustainable travel. The initiative also aligns with Tourism Cares’ long-standing mission to unite the travel industry around social and environmental responsibility. This partnership illustrates the value of industry collaboration in achieving broader sustainability goals and highlights the educational role organizations can play in driving progress.
As sustainability becomes an increasingly central concern for travelers and businesses alike, initiatives like this course provide an important foundation for a more thoughtful, intentional approach to tourism. By equipping advisors with essential knowledge and practical tools, ASTA and Tourism Cares are helping to ensure that the future of travel is not only enjoyable but also ethical and enduring.
