Tourism Cares

Tourism Cares
Name	Tourism Cares
Formation	2003
Type	Nonprofit organization
Headquarters	United States
Region served	Global
Focus	Sustainable tourism, heritage conservation, community development

Tourism Cares is a U.S.-based nonprofit organization focused on mobilizing the travel and hospitality industry to support heritage conservation, community revitalization, and disaster recovery. Founded in the early 21st century, the organization engages corporations, nonprofit partners, and destination stakeholders to deliver volunteerism, grantmaking, and technical assistance. Its work intersects with major players and initiatives across the travel sector, conservation movements, and philanthropic networks.

History

The organization was established in 2003 amid a period of sectoral responses to events such as the September 11 attacks, Hurricane Katrina, and the SARS outbreak that affected World Tourism Organization discussions and United Nations initiatives. Early collaborators included companies from the Hospitality industry, foundations active in conservation like the Ford Foundation and the Rockefeller Foundation, and membership organizations such as American Society of Travel Advisors and U.S. Travel Association. Over time it aligned with legacy conservation efforts associated with National Trust for Historic Preservation, The Nature Conservancy, and World Wildlife Fund while participating in dialogues at forums like the World Travel & Tourism Council and Skift. The group expanded programming alongside corporations represented in indexes such as the Dow Jones Sustainability Index and engaged with recovery networks activated after disasters including Hurricane Sandy and the 2010 Haiti earthquake.

Mission and Programs

The stated mission centers on directing tourism-sector resources to preserve heritage and strengthen communities; program areas have included volunteer projects, grant awards, and capacity-building workshops. Volunteer initiatives often partner with heritage organizations such as Smithsonian Institution, National Park Service, and local historic trusts while corporate participants have included brands from the portfolios of Marriott International, Hilton Worldwide, Expedia Group, and American Airlines Group. Grantmaking and technical assistance have been delivered in collaboration with NGOs like Conservation International, World Resources Institute, and Mercy Corps. Training and convening activities have been presented at conferences such as Phocuswright Conference, WTM London, and Greenbuild Conference to engage stakeholders including destination marketing organizations like VisitBritain and Visit California.

Partnerships and Funding

Funding streams have combined corporate sponsorships, foundation grants, and in-kind support from travel companies and philanthropic institutions. Major corporate partners historically included hotel chains, airline groups, and online travel agencies such as Delta Air Lines, Airbnb, Booking Holdings, IHG Hotels & Resorts, and Tripadvisor. Foundation support has come from entities such as the Gordon and Betty Moore Foundation, Kresge Foundation, and Hilton Foundation while collaborative projects have linked with international organizations including United Nations World Tourism Organization and United Nations Development Programme. Destination-level partners have involved municipal and state entities like New York City, City of Austin, and State of Florida tourism offices, as well as development banks such as the World Bank on resilience-oriented initiatives.

Impact and Evaluation

Reported impacts include volunteer labor hours, restored heritage sites, and small grants distributed to community projects; these outcomes have been cited in reports alongside metrics used by organizations such as Global Reporting Initiative and compliance frameworks like the ISO 14001 family. Evaluations have engaged external auditors and research partners including universities and think tanks—examples include collaborations with Harvard University, University of California, Los Angeles, and policy centers such as Brookings Institution to assess socioeconomic effects on destinations. Impact claims have been featured in media outlets covering tourism and sustainability such as National Geographic, The New York Times, The Wall Street Journal, and trade publications like Travel + Leisure and Condé Nast Traveler.

Governance and Leadership

The organization has been governed by a board drawn from executives and leaders across travel, philanthropy, and conservation sectors, including representatives from corporations like Accor, Cendant Corporation, and American Express, and nonprofits such as Economic Development Corporation-type entities and heritage organizations. Executive leadership has included professionals with backgrounds in nonprofit management, corporate social responsibility, and destination stewardship; advisory councils have incorporated figures from academia and international organizations including UNEP and World Travel & Tourism Council. Governance practices referenced donor relations standards and nonprofit oversight comparable to guidelines from Council on Foundations and Charity Navigator frameworks.

Criticisms and Controversies

Critiques have centered on common debates in corporate-nonprofit partnerships: potential greenwashing, measurement transparency, and the balance between volunteerism and local capacity building. Observers have compared such partnerships to controversies involving other sector initiatives linked to companies like Uber and Airbnb when assessing displacement or gentrification pressures in urban destinations such as Barcelona, Venice, and New Orleans. Academic critiques from scholars associated with institutions such as University of Oxford and London School of Economics have questioned efficacy and power dynamics in tourism philanthropy, while investigative pieces in outlets like The Guardian and ProPublica have explored accountability issues across the industry.

Category:Non-profit organizations based in the United States