This year, Tourism Cares, the 501(c)(3) U.S.-based non-profit dedicated to uniting the travel industry and mobilizing tourism as a force for good, put its classic “Meaningful Travel Summit” on hold to make way for the “Meaningful Travel Roadshow,” a multi-stop series with the same heart and mission as the company’s traditional domestic event condensed into three, 24-hour gatherings in different host cities across the nation. After successfully kicking off the roadshow in Miami, Florida, earlier this May, Tourism Cares just closed the curtain on its second “stop” in Pittsburgh, Pennsylvania, this week.
“This year, we kind of took the shaker, shook it up and decided to go to three different destinations for one day,” said Greg Takehara, CEO of Tourism Cares during his opening remarks at the Meaningful Travel Roadshow assembly in Pittsburgh. “This is our very first time bringing the program to Pittsburgh, and we couldn’t imagine a better place for the series. Pittsburgh is known as a city for its reinvention and resilience … evolving from industrial roots to becoming a leader in culture, innovation and placemaking.”
Did you miss the Pittsburgh event? Keep reading for some of the top highlights. And don’t forget, there’s still time to join the Tourism Cares team in Galveston, Texas, this November for the final stop of its inaugural Meaningful Travel Roadshow.
Defining ‘Meaningful Travel’
Those who are familiar with Tourism Cares know the organization is all about the concept of “meaningful travel,” but what exactly does that mean? Takehara broke it down for Pittsburgh attendees saying: “How do you define meaningful travel? There’s a lot of those words in the industry. We talk about sustainability, we talk about regenerative travel, but I think the very fact that we have to talk about a definition is all the reason why we try to make it very simple and easy for people to digest, and we feel that the term ‘meaningful travel’ encompasses all of these themes and goals.” Takehara continued, saying the idea of meaningful travel goes beyond catchy verbiage, instead, “Meaningful travel is travel that supports communities, protects culture and heritage and restores nature … it is not a niche, it's a mindset and it’s an ongoing practice. Meaningful travel benefits both the visitor and the host community.”
Simply put, meaningful travel bridges the gap between tourists and locals by ensuring visitors seek responsible experiences that benefit their host destination’s communities, cultures and landscapes.
Meaningful Travel Map
As part of its mission to promote meaningful travel, Tourism Cares has developed what it calls the Meaningful Travel Map, an interactive tool that allows users to browse vetted sustainable, community-led organizations, products, services, accommodations and tours around the globe — including 10+ organizations in Pittsburgh. Carrie Hodgen, director of community development for Tourism Cares, took a few moments to share this valuable resource with roadshow attendees, stressing that the Meaningful Travel Map was designed to support community driven tourism by connecting the travel trade with trusted partners that prioritize inclusion and sustainability.
“The Meaningful Travel Map isn’t just a list of businesses, it’s a platform powered by people. People with vision, resilience and deep roots in their community,” said Hodgen. “Regardless of what sector of the travel and tourism trade you represent, we are all travelers. We can use this tool in our travels and encourage our friends, colleagues and networks to do the same. The map’s impact partners aren’t just businesses, they’re changemakers, culture keepers, innovators and they’re ready to partner with you. By working with impact partners like these, you not only offer travelers unforgettable experiences, but you help shape a better future for the communities you visit. So, the question is, who will you add to your next itinerary?”
Keynote and Panels
By midmorning, it was time to hear from Janice Burley Wilson, president, CEO and artistic director for the August Wilson African American Cultural Center. Based in the city’s Hill District, Wilson shared in her keynote speech how the center brings visual art, live performances, dance and more to Pittsburgh, all while centering the legacy of August Wilson, a Black American playwright whose work was largely centered around his life in Steel City. According to Wilson, the center works to create programming that showcases Black creativity and innovation with the Pittsburgh International Jazz Festival being one of its largest and most successful annual events.
“Our goal at the August Wilson African American Cultural Center is to be a place inspired by August Wilson’s legacy of storytelling and to leave people with the realization that all of our stories are worth telling, that all of our stories matter and that learning and valuing another’s story is a step towards a brighter, peaceful and prosperous future,” said Wilson.
Following Burley’s talk were two panels: “Flavors of Impact” and “From Steel to Sustainability.” Flavors of Impact included insights from Ash Chan with Oasis Farm; Cheyenne Tyler with Cafe Momentum; and Josh Weiland with 412 Food Rescue, three local changemakers who are working to make food more accessible and ensure it doesn’t go to waste in the Pittsburgh area. Similarly, From Steel to Sustainability included more local voices including Tress Belesi with Pittsburgh Parks Conservancy; Heather McElwee with Pittsburgh Glass Center; and Marimba Milliones with Hill District CDC. This panel emphasized the work the city has done to evolve past its reputation as one of the nation’s most prolific steel manufactures and what it is doing to spotlight accessibility and sustainability in its parks, businesses and neighborhoods moving forward.
Afternoon Experiences
Following a scrumptious networking lunch provided by Black Radish Kitchen, it was time for attendees to head into the city for their selected Community Experience: A guided hop-on-hop-off tour of the Historic Hill District or an afternoon spent with Burgh Bits & Bites enjoying the company’s classic Pittsburgh Neighborhood Food Tour. In addition to learning about the destination’s history and journey to revitalization, the Hill District tour allowed travelers to support local businesses like Nafasi on Centre Art Gallery, IkeWear Apparel and Molly’s World Boutique. Meanwhile, on the Burgh Bits & Bites adventure, attendees ate their way through Steel City with delicious — and educational — stops at Pitaland, COLOMBINO Coffee and Bitty and Beau’s Coffee. Food tour attendees even ran into Joe Manganiello and his tiny chihuahua, Bubbles as they were snacking on freshly baked pitas at Pitaland!
In his opening remarks, Takehara hinted at the themes for the day and of the roadshow series as a whole saying, “We are going to hear stories of neighborhoods, of businesses and local changemakers who shape a more sustainable and equitable future, not only for Pittsburgh, but our industry at large. The roadshow is all about connection, connecting travelers to meaningful experiences, connecting the industry to local values, connecting the past with the future in ways that honor both.”
To sign up for the Galveston stop of the roadshow this November, click here.
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