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In 2024, VisitScotland partnered up with Tourism Cares to showcase distribution-ready, responsible tourism experiences in Scotland on an interactive map. The aim of this project is to build awareness of Scotland as a responsible tourist destination.
There are around 30 Scottish experience providers now featured on the Meaningful Travel Map. This provides a great asset for global tour operators and travel advisors, who are looking to add meaningful travel experiences to their itineraries.
Tourism Cares is a US non-profit organisation, founded by the US Tour Operator Association (USTOA), with a membership of more than 160 global travel advisors, tour operators and airlines.
Their goal is to unite the travel industry and encourage change with a positive social, environmental, and economic impact.
Tourism Cares members reach millions of travellers each year who are planning and booking their holidays.
Workshop with Radical Weavers, a Scottish charity on the Meaningful Travel Map.
The Meaningful Travel Map is an interactive global map that showcases sustainable, community-led organisations, products and services in the hope of making a positive impact on local people and places.
The products featured can include:
Many of those listed on the map are not-for-profit social enterprises led by local communities. Their profits go back into their core missions to meet local ambitions.
This can take the form of:
In March 2024, Scotland celebrated being the first European destination to feature on the map. Since then, more tourism businesses and organisations from around Scotland and across key sectors have been added.
Find out more about the Meaningful Travel Map and Tourism Cares on their website.
The Meaningful Travel Map is a useful resource to support travel distribution partners (such as tour operators and travel advisors) to create itineraries for prospective travellers looking to travel more sustainably.
Scotland’s presence on the map allows distribution partners from around the world to:
According to research from Booking.com:
In addition, research from VisitBritain suggests:
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Hear from the Scottish Crannog Centre on how being on the Meaningful Travel Map has benefitted their business.
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Watch this Tourism Cares and Visit Scotland hosted webinar, to hear how Scottish businesses are benefiting from being on the Meaningful Travel Map.
Based in Edinburgh, Mercat Tours provide walking history and ghost tours. Hear how they give back to the most isolated communities in Edinburgh.
Tourism Cares has certain criteria for businesses looking to be featured on the map and will assess all applications before adding profiles onto their website.
View Tourism Cares criteria and apply to be added to the Meaningful Travel Map.
Please note that you must be ready and able to work with a travel distribution partner before you apply.
If you require more information or wish to discuss your application, please email meaningfultravel@visitscotland.com.
