In Thailand, Tourism Cares CEO highlights the impact of the Global Meaningful Travel Summit 2025

For Greg Takehara, the choice of Thailand reflects his trajectory in community and sustainable tourism. "It's perhaps the perfect example, because this country has three decades of experience in responsible and community-based tourism. This creates benchmarks for the entire sector," says Takehara.

The origins of Tourism Cares

Founded in 2003, Tourism Cares was born from the union of three major North American tourism associations: the USTOA (United States Tour Operators Association), the NTA (National Tour Association), and the ASTA (American Society of Travel Advisors). The initial proposal was to bring together industry volunteers for projects with immediate impact, but the organization quickly evolved.

Takehara recalls the first major meeting: "Our first event was in 2003, at Ellis Island. More than 300 industry professionals worked together in a single day, which would have taken months. Since then, we've focused on helping people and places thrive, always with a positive economic, environmental, and social impact."

The journey to Thailand

The collaboration with TAT was built gradually. One of the pillars was the Meaningful Tourism Map, created by Tourism Cares to identify impactful partners in each destination.

"We decided to put our Meaningful Tourism Map at the center of our work. This paved the way for collaboration with Thailand. First, we mapped local partners, then developed a joint plan, and now we've reached the point of holding the Summit here," explains Takehara.

Education, inspiration, and action.

The Summit's objectives go beyond lectures. According to the CEO, the idea is for each participant to leave Thailand transformed. "We talk a lot about three verbs: educate, inspire, and activate. We want everyone to leave Thailand not only informed, but ready to make personal and professional commitments that create positive impacts in their communities and value chains," says Takehara.

The future of community-based tourism: 

Takehara believes that community-based tourism is both the present and the future of the industry. "We know the challenges of the moment, but we also know that we are a creative and resilient industry. Promoting community-based tourism means showcasing the best examples of responsible and meaningful travel. This is the future we want, and we hope it becomes everyone's present," he envisions.

Thailand as a global benchmark

Hosting the Summit positions Thailand as a leading figure in the global debate on sustainable tourism. "Bringing the meeting here demonstrates how collaboration can generate real benefits for local communities, inspiring other destinations to follow suit," emphasizes Takehara.

With Bangkok and Krabi at the center of the discussion, Thailand is solidifying itself as a destination that combines tradition, hospitality, and innovation in responsible tourism.

Report and photo: Mary de Aquino.