Social Entrepreneurship and Its Impact on the Travel Industry

At Tourism Cares, we see every day how social entrepreneurs are reshaping the way travel can, and should, work. Many of the partners featured on our Meaningful Travel Map are social entrepreneurs: business owners who put purpose at the heart of their models while still operating as viable enterprises. They demonstrate that tourism can create jobs, protect cultures, regenerate environments, and build stronger communities, all while offering travelers experiences that are authentic and memorable.

That’s why we’re excited to feature this guest blog from Dr. Maria Stoyanova, Program Manager at the Social Entrepreneurs in Tourism: Competition. Her piece lays out what social entrepreneurship means, why it matters for our industry, and how it’s already transforming destinations around the world.

For travel industry professionals, the takeaway is clear: supporting social entrepreneurs isn’t just about doing good, it’s about strengthening the entire sector with innovation and purpose. You can partner with these businesses in your supply chains, feature them in your itineraries, promote them through your marketing, or connect them with the networks and investment they need to thrive. By engaging with these innovators, you’re helping to build a more inclusive and resilient travel industry for the long term.

What is Social Entrepreneurship, and Why Does It Matter to the Travel Industry?

As the world faces growing inequality, climate disruption, and the need for more inclusive economies, entrepreneurship is increasingly recognised as a key driver of positive change. In the travel and tourism sector – an industry that directly impacts millions of lives and ecosystems – this need has led to a shift toward models that prioritise purpose alongside profit. These models are closely aligned with the United Nations Sustainable Development Goals, which call for inclusive economic growth, responsible consumption, and sustainable industry practices. Many of these efforts are led by social entrepreneurs who are building businesses that serve not just visitors, but also local communities and the environment.

This movement is not theoretical. From rural cooperatives and women-led hospitality ventures to tech-enabled regenerative tourism platforms, entrepreneurs across the globe are reimagining what travel can look like. Many of them operate at the intersection of social impact and economic resilience, often with limited resources but deep community engagement.

From our experience at the Social Entrepreneurs in Tourism: Competition, with more than 600 applications over the years, we’ve seen how difficult it can be to balance the passion for impact with the need for financial sustainability. These social entrepreneurs are not only working to make tourism more meaningful – they are testing new models for how business can be a force for good.

In this article, we lay the foundation of social entrepreneurship and explain why it matters to the travel and tourism industry. 

What is Social Entrepreneurship?

Professor Claudia Broezel, Founder of the Social Entrepreneurs in Tourism: Competition. 

Social entrepreneurship refers to ventures that aim to solve social or environmental challenges using market-based approaches. These businesses are designed to generate both impact and income – not as separate goals, but as part of the same value system.

As Professor Claudia Brözel, founder of the Competition, explains:

“Social entrepreneurship in tourism is not about promoting sustainability for marketing’s sake. It’s about designing business models that are anchored in communities and ecosystems, where the positive impact is not a byproduct, but the foundation.”

In tourism, this could mean creating local employment, supporting cultural preservation, regenerating natural landscapes, or expanding access for underrepresented groups. The positive social impact of tourism, when led by mission-driven entrepreneurs, can include:

• Cultural exchange: Building cross-cultural understanding and empathy between visitors and host communities.

• Job creation and career development: Offering high-quality employment, training, and international career pathways.

• Economic growth: Expanding economic opportunities, especially in under-resourced regions or among marginalised groups.

• Global innovation: Introducing new ideas and solutions that benefit society beyond tourism.

• Regional development and education: Strengthening rural infrastructure through investment in education, training, and services.

This perspective aligns with the view of the World Travel & Tourism Council (WTTC), which advocates for destination stewardship through cross-sector collaboration:

“WTTC believes that Travel & Tourism should and can contribute positively to the communities upon which it depends while protecting cultural and natural heritage… There has never been a greater urgency to ensure that the sector embraces its role as destination stewards, making destinations better places to live and visit.”

Spotlight on Social Entrepreneurship Projects in Tourism 

Since 2019, the Social Entrepreneurs in Tourism: Competition has served as a global platform for identifying and supporting entrepreneurs who are building solutions that prioritise people and the planet. With over 600 applications to date, the initiative has connected changemakers from all regions and business stages, fostering a community committed to making tourism more inclusive, sustainable, and just. Many alumni have gone on to scale their work, attract investment, or influence policy in their regions. The Competition provides mentorship, visibility, and access to resources that help these ventures grow, while amplifying underrepresented voices in the sector.

Some examples of social entrepreneurs in tourism from the Competition network are: 

1. Tripseed – Thailand: Tripseed, founded by entrepreneur Ewan Cluckie, is a purpose-led travel company based in Thailand that aims to reimagine how tourism supply chains work. Rather than operating through conventional inbound models, Tripseed partners directly with local communities and ethical suppliers to deliver custom travel experiences that contribute to long-term social and environmental goals. With a focus on transparent pricing, fair employment, and capacity-building, the company ensures that tourism revenue reaches those who need it most. Tripseed was a finalist in the 2023 edition of the Competition and has since become a leading example of how destination management can be both responsible and commercially viable.

2. Appennini For All – Italy: Appennini For All is an inclusive tourism initiative in the Apennine mountains of central Italy that designs accessible nature experiences for people with disabilities. Founded by social entrepreneur Mirko Cipollone, the organisation challenges the physical and social barriers that often limit access to outdoor recreation. Through collaborations with local guides, disability advocates, and conservationists, Appennini For All offers hiking and nature programs that centre dignity, accessibility, and inclusion. The project also contributes to regional development by supporting rural economies and promoting environmental education. As a 2024 Competition finalist, the initiative reflects how local tourism can be both regenerative and socially equitable.

3. The Valueable Network – Italy: The Valueable Network is a European initiative that promotes the inclusion of people with intellectual disabilities in the hospitality sector. Active in eight countries, it connects socially responsible employers with interns and workers, offering tools and training to support inclusive workplaces. Members can earn a bronze, silver, or gold label based on their level of engagement.

More examples of social entrepreneurs in tourism can be found on the SET Competition website, featuring winners from 2025.

A panel on Social Entrepreneurship in Tourism at the 2025 ITB Berlin, featuring Professor Brozel.

What can Social Entrepreneurs do now? 

Turning an idea into impact takes more than good intentions – it requires the right tools, support, and networks. Here are some practical resources we listed on the SET Competition website that can help social entrepreneurs in tourism move forward:

• SDG Impact Assessment Tool
  A free online platform by Wexsus to assess how your work aligns with the UN Sustainable Development Goals.

• Social Business Model Canvas
  A practical tool by Tandemic to help design or refine your purpose-driven business model.

• Social Investment Toolkit
  Created by Mark Cheng, this guide walks you through the process of raising values-aligned funding.

• Meaningful Travel Map
  A platform by Tourism Cares that highlights sustainable and community-led tourism experiences. A place to be seen – and to connect with the travel trade.

• Social Entrepreneurs in Tourism: Competition
  An annual program offering mentorship, visibility, and support for tourism ventures focused on social and environmental impact.

• UnTours Foundation – Reset Tourism Fund
  Flexible funding for tourism initiatives committed to equity, sustainability, and local benefit.

As the tourism industry continues to evolve, social entrepreneurship offers a powerful pathway to create meaningful, lasting change. Whether through community-based travel, inclusive experiences, or regenerative business models, entrepreneurs around the world are showing what’s possible when purpose and tourism come together. With the right tools, networks, and support, this growing movement has the potential to redefine how – and why – we travel.

About the Author

Dr. Maria Stoyanova is the Program Manager for 2025 Social Entrepreneurs in Tourism: Competition. She holds a PhD in Tourism Economics and works as an Associate Professor at the Forest Research Instute-Bulgarian Academy of Sciences.