When I think about travel, I remain dedicated to the WHY, rather than the WHERE, WHAT and WHEN.

What do I mean by this? Simply that when it comes to making travel plans, they are often defined by the WHERE – the destination, the WHAT – the things we want to do whilst there, and of course the WHEN – as we try to fit our travel around our hectic work schedules, school holidays or other similar time constraints.

The question that is often overlooked, though, and therefore missed as the heart of the benefit of travelling, is the WHY. WHY do you want to travel?

This simple question can often uncover the real reason someone seeks to explore the world. It may be the fulfilment of a personal dream or a pilgrimage of some kind. It might be a place that holds special meaning. It could be the quest to discover…or the desire to disappear.  The answer to this question can reveal the true value of one’s travel experience, and ignite our passion for the journey.

I believe that now more than ever it is imperative we focus on the WHY when it comes to travel. At a time when borders are slamming shut, it gives me great optimism when I see people celebrating the power of travel to connect different cultures, different ideologies, and different identities around similar dreams of hope, discovery and opportunity.

Through our sustainability programme, Join Trafalgar, we have  a vision of leading the way on sustainable tourism with our partners – safeguarding the natural beauty, cultures and traditions of the people and places we visit. I was therefore delighted when the United Nations declared 2017 as the International Year of Sustainable Tourism for Development.  The UN is seizing upon an important opportunity to help the world recognize the overwhelming contribution that tourism makes for people across the world and how it can significantly impact their lives, not just economically and socially, but also culturally and environmentally. Without a doubt, 2017 is a vital year to ensure our travels also have purpose.

It makes me incredibly proud to share two examples of how and WHY Trafalgar and The Travel Corporation (TTC) are committing to their passion for travelling with a purpose.

Firstly, on January 18^th 2017, at the official worldwide launch of the UN’s International Year of Sustainable Tourism for Development in Madrid, it was announced that TTC has become a Diamond Sponsor for 2017 in a partnership with the United Nations World Tourism Organization (UNWTO). Dr. Taleb Rifai, Secretary General of the UNWTO, spoke of the perfect alignment between the UNWTO and TTC, saying:

“The UNWTO is very proud to have TTC as a partner of International Year. Across three generations of Tollman family leadership, TTC through its business and its TreadRight Foundation, has evolved to become a reflection of excellence in delivering traveller experiences that are grounded in the core principles of social, economic, cultural and environmental sustainability. Great admiration is also held for their efforts in building traveller awareness around the positive impact that travellers themselves, can make on the communities and places they visit.”

This is a partnership that will put the spotlight on best practices for people and the planet through tourism throughout 2017 and beyond.

In addition to this exciting news, last October in New York City, through our TreadRight Foundation, Trafalgar, along with six of our sister TTC brands, announced its commitment to an organization that truly defines the principles of purposeful leadership for the betterment of our world at local level: ME to WE.

The organization was founded by two brothers from Canada, Craig and Marc Kielburger, who recognized early on in their lives the potential that travel has to empower people to not only learn about themselves, but to impart a positive impact throughout the world. I sat with Craig at lunch, and his passion and hands-on approach inspired me as we discussed their various travel-based programmes which enable travellers to support and sustain local communities via a range of actions such as helping to fund and build schools or supporting local economies by purchasing from local artisans.

Attending the global partnership launch with TreadRight Ambassador Céline Cousteau, ME to WE co-Founder Craig Kielburger and TTC CEO Brett Tollman

In their own words, the Kielburgers said, “Living ME to WE means working together to create sustainable change, and making a difference with everything you do—from choosing travel that leaves a positive footprint on the planet, to making purchases that give back.”

Working in close partnership with Me to We, I am particularly proud to announce Join Trafalgar’s two new immersive voluntourism trips for 2017 which will give our guests the opportunity to truly travel with purpose in Ecuador and India.  

It’s a privilege for us to be able to offer these programmes because they reinforce Trafalgar’s ability to make a genuine difference by enriching and sustaining a diversity of people and places across the globe. In a nutshell, they bring a very passionate WHY to the forefront of my own personal love for exploring the world.

So please, join me in making 2017 the year of meaningful travel.