During the celebration of the NPS Centennial in 2016, tour operators gave back and engaged their guests in supporting the parks through Tourism Cares' Centennial Tour Operator Program (CTOP):

1. Tour Operators shared their program participation in marketing materials (featuring their own custom branded CTOP Badge): this type of cause marketing has been shown* to motivate consumers to prefer one brand over another, and encourage them to spend more.

2. Tour Operators donated a minimum of $2/passenger on 2016 tours entering a National Park: the process was quick and easy; as a registered 501c3 charity, Tourism Cares complies with state and federal regulations.

3. Funds will be used by Tourism Cares to support parks across the country: thanks to its partnership with the National Parks Foundation, Tourism Cares volunteers donated volunteer hours at five NPS sites, helping preserve and protect these destinations for future generations.

4. Word Gets Out! Tourism Cares launched CTOP in Spring 2015, and promoted CTOP and the volunteer programs through 2016 via multiple channels, including social media, press releases, and ads in trade publications.

 NPS statistics illustrate how important the National Park Service is to the industry –

  • National parks generate roughly $14.6 billion in annual spending in local gateway regions, driving 238,000+ jobs.
  • Annual visitor spending includes $4.4 billion on lodging, $2.9 billion in restaurants, $1.1 billion in groceries, and $403 million in retail sales.

 For more information, please email John Yonce, Director of Advancement, john.yonce@tourismcares.org, or call 781-821-5990, ext. 207.


*Cause Differentiates - 89% of US consumers are likely to switch brands to one associated with a cause, given comparable price and quality. 2013 Cone Communications Social Impact Study.Cause May Drive Premium Pricing - 42% of North American respondents reported they would pay extra for products and services from companies committed to positive social and environmental impact. 2014 Nielsen Doing Well by Doing Good