Organised in partnership with Explore Asheville, the annual event positions Asheville as a case study for how tourism can contribute to long-term recovery and resilience following natural disasters, while supporting local communities and environmental sustainability.
The Summit is designed as an interactive platform where participants engage in education sessions, peer exchange, volunteering and practical learning. Discussions will focus on climate resilience, destination stewardship and community-based tourism, with the aim of identifying approaches that can be applied across destinations and travel businesses.
As part of the programme, attendees will take part in a river clean-up initiative in collaboration with RiverLink, supporting recovery efforts following Hurricane Helene while highlighting the role of environmental stewardship in tourism development.
Greg Takehara, CEO of Tourism Cares, said: “At each of our Meaningful Travel Summits, programming is meant to educate and inspire travel professionals who are committed to moving sustainability beyond intention and into implementation. This year, we’re inviting our peers to look closely at what long-term recovery can and should mean for destinations, with Asheville as a prime example,”
“Our goal is to create space for honest conversations, shared learning, and actionable strategies that attendees can bring back to their own organizations, ensuring that tourism remains a vital engine for communities facing climate issues, economic disparities, and other systemic challenges.”
The Summit builds on the organisation’s Meaningful Travel Program, which connects travel professionals with purpose-driven businesses. Participants will explore how meaningful travel experiences can be integrated into tourism products and itineraries, supported by the Tourism Cares Meaningful Travel Map, a digital platform featuring more than 800 vetted partners worldwide.
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In advance of the event, Tourism Cares collaborated with Explore Asheville to develop a destination-specific map highlighting 12 local organisations contributing to sustainability and community impact.
Vic Isley, President & CEO of Explore Asheville, said: “Hosting the Meaningful Travel Summit offers an opportunity for Asheville to spotlight the local organizations that are doing incredible work in our community around sustainability, while also listening and collaborating with travel professionals who are working toward similar goals for their own destinations and businesses,”
“Our rebound following Hurricane Helene has given our region a clearer view of what it takes to build back stronger, support our people, and create a more resilient future. This conference is even more meaningful as peers within our industry are coming together to support and uplift Asheville’s tourism economy and the many purpose-driven businesses that shape our community.”
The 2026 North American Meaningful Travel Summit is open to professionals across the travel ecosystem, including tour operators, travel advisors, destinations, accommodation providers, transport companies and industry associations. The event is supported by a range of industry partners, including AAA – Auto Club Group, ACCOR, American Society of Travel Advisors (ASTA), Classic Vacations, Collette, Expedia Group, Intrepid, National Tour Association, Visit North Carolina, Northstar Travel Group and Brand USA, among others.
Tags: Greg Takehara, Tourism Cares Vic Isley, Explore Asheville
