“Traveling is more than the seeing of sights; it is a change that goes on, deep and permanent, in the ideas of living.”—Miriam Beard
In today’s world of tours, landmarks, itineraries, non-stop flights, and Airbnbs, seeing far-off destinations is more accessible than ever. But do you feel as though you’re truly experiencing the culture of your surroundings? Is it a whirlwind of scheduled to-dos, rather than an emotional experience that’ll stay with you long after returning home? Do you stick to the well-known resorts and cities, rather than taking a chance on the unknown? Do you feel connected to the people around you or are you just stopping by for the afternoon?
If you’re considering questions like this, leaning into purposeful travel, the idea that you can experience a place with care and intention, is something to consider. The trend has become increasingly popular as people seek to align their travel experiences with their values, especially for travelers considering social impact and sustainability. According to Grand Review Research, the voluntourism industry, which blends travel with volunteer projects, was estimated at 848.9 million dollars in 2023. “How you travel really makes a difference, and it matters that you can have a luxury travel experience that also gives back to your destination,” says Angie Herdman, owner of Intentional Itineraries, who has long seen the importance of educating people about traveling with intent.
And while when some hear the word sustainable travel and automatically think about the environment, traveling with intent is so much more. “When people hear that word, I feel like they automatically think about the environment. But that's not what all sustainability is about. It's about the people and respecting their destination as a visitor,” says Herdman.
It’s about the local culture, the economy, and the environment. Are you staying in a family-owned hotel with furniture made locally? Do the nearby residents work at the hotel so the money stays in the community? Is the food grown nearby or is it imported? Are the animals in cages or do they roam free on a sanctuary? There are many things to consider when it comes to being purposeful while on vacation, and opportunities to travel with intent can be found across the globe.
In South Africa, at Care for Wild Rhino Sanctuary, the largest orphaned rhino sanctuary in the world, visitors can book a stay at the Rhino View Lodge, which lies in the heart of the property. It has four spacious rooms, stunning views of the property, a back deck, a swimming pool, a fire pit, chef services, and the opportunity to see firsthand the conservation and rehabilitation efforts for orphaned and injured rhinos. Activities include game drives, guided bush walks, feeding baby rhinos, and more. You can walk through the sanctuary, learn about the projects they’re working on, and truly get a sense of the good work the owners and staff are doing.
In Costa Rica, instead of visiting a giant coffee farm, visit a family-owned one where you’ll pick the beans, watch the process, and help a local community thrive. Costa Rica is also home to nearly 500,000 animal species, 5% of the world’s population. You can volunteer at an animal rehabilitation center, help with reptile and amphibian research, be an animal keeper assistant, and even do some sloth monitoring. Herdman elaborates, “Volunteer opportunities could mean helping protect the sea turtles from predators or help scientists count the number of hatchlings. You can do a kayaking tour that includes tracking bird species. You can play soccer with the local kids. I know one hotel is providing music lessons for the village children to bring back a piece of their culture that has somewhat disappeared.”
It's a fine balance between respecting a culture and experiencing it for yourself, but combining intentional choices with travel plans has never been easier. You can still zipline through the jungle, go whitewater rafting, and surf in Costa Rica while choosing the hotel owned by locals instead of the big resort or the Airbnb owned by someone who doesn’t live in the country. You can see macaws in their natural habitat instead of in a zoo.
Herdman is passionate about helping people see the value in traveling with intent. “Travel can be so much more than just sightseeing and eating the food. It's about feeling the culture, seeing the people and their interactions, and how they spend their day. You'll get so much more from that experience. That memory will stick with you, and you'll bring it home.”