What to Expect at Tourism Cares’ Meaningful Travel Summit in the Willamette Valley

For more than two decades, Tourism Cares has been dedicated to advancing sustainability across the tourism industry and making a positive impact on destinations around the world. To further advance this important mission, the global non-profit is hosting the North America Meaningful Travel Summit — from Sept. 30 to Oct. 2 — in Eugene, Oregon.

The Meaningful Travel Summit aims to connect travel professionals with “local changemakers across the globe.” As the host destination for this year’s event, the Willamette Valley Visitors Association (WVVA) is the latest destination to join the Tourism Cares Meaningful Travel Program, an initiative that unites the travel trade around sustainable tourism, cultural preservation and community engagement.

Our summit is unique in that it brings together passionate professionals from across all travel sectors to address pressing issues by using examples and stories from local leaders and changemakers.

“We are thrilled to host Tourism Cares' 2024 North American Meaningful Travel Summit in the Willamette Valley, a region rich in agricultural heritage and community spirit," said Greg Takehara, CEO of Tourism Cares. "Our summit is unique in that it brings together passionate professionals from across all travel sectors to address pressing issues by using examples and stories from local leaders and changemakers."

Sustainable Experiences at the Summit

The 2024 North America Meaningful Travel Summit presents a unique professional development opportunity for travel advisors — particularly those who sell the Pacific Northwest — as the conference will provide valuable opportunities to create partnerships and access resources that prioritize meaningful travel.

We get 'out in the field' and connect directly with organizations in the region that are tourism-ready, but also create an impact within their region.

Attendees will also be able to participate in experiences in the Willamette Valley, including visits to the family-owned Camas Country Mill Store & Bakery that uses only locally grown, sustainably farmed crops; the city-wide public arts 20x21 Mural Project; and King Estate Winery, one of the largest certified organic vineyards in North America.

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"This is one of the elements that makes our summits so unique," said Whitney Smith, director marketing and communications at Tourism Cares. “We get 'out in the field' and connect directly with organizations in the region that are tourism-ready, but also create an impact within their region.”

As part of their partnership with Tourism Cares, WVVA will also be included on the newly relaunched Meaningful Travel Map. The interactive tool helps advisors guide sustainably minded clients in finding experiences, products, services, accommodations and tours that align with their travel priorities.

"Sustainability is at the heart of everything we do in the Willamette Valley,” said Dawnielle Tehama, the executive director of WVVA and the summit’s keynote speaker. “By growing our regenerative tourism practices with the support of Tourism Cares, we hope to better preserve our region's unique character, support local economies and create lasting positive impacts for both residents and visitors." 

Since 2003, Tourism Cares has donated more than $1.2 million in grants and volunteer time to destinations worldwide. 

“At Tourism Cares, we define meaningful travel as conducting business in a way that directly benefits host communities, protects cultural and environmental assets and engages guests in a deeper, more responsible way,” Takehara said.

Registration is still open for advisors who would like to attend the 2024 Tourism Cares North America Meaningful Travel Summit in Eugene, Oregon. In addition, by joining Tourism Cares, advisors can participate in the organization’s “collective effort to use tourism as a force for good.”