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How Purposeful Travel is Shaping the Future of Tourism

By Passion Passport

Since its outset, tourism has been considered a good-natured activity. It has revitalized rural communities, restored historic cities, supported populations in the wake of disasters, and helped conserve critically endangered species. But it’s necessary to acknowledge that tourism needs to be smartly managed to balance the impact of overtourism.       

Take for instance, Arizona’s Horseshoe Bend. Lying about seven miles from the Grand Canyon, the natural landmark enjoyed shades of anonymity for decades. But thanks to the zealous geotagging of camera-wielding visitors, attendance to the area skyrocketed. About five years ago, this U-shaped bend received as few as 1,000 visitors annually. In 2019, the site welcomes at least 4,000 visitors    daily.       

When change happens too quickly over a short period of time, destinations may be unable to create a sustainable structure for travelers to enjoy the soul, uniqueness, and often tranquility of a place, leading to overtourism.



As its name suggests, overtourism occurs when too many travelers visit a destination.  Because “too many” is a subjective term, this imbalance is defined differently in every location and is therefore shaped by local residents, business owners, ecosystems, and visitors. But in the end, the signs of overtourism always manifest similarly: noticeable overcrowding around landmarks and cultural sites, an increase in traffic due to tourist vehicles, spikes in housing and rent prices that push out local tenants, a decrease in local wildlife and degrading of fragile environments.

This isn’t to say that travel, or the desire to see more of the world, inherently results in all of the above; the lesson here is that tourism can have both positive and negative impacts. It has the power to build up, but also to tear down. And with global tourist numbers set to accelerate at an even   faster rate in coming years, we need to consider the ways in which our choices affect the world at large and be more intentional with our travel.     

This is where purposeful travel comes into play. Though purposeful travel has many different interpretations, at its core, it is rooted in meaningful connections between people and places.


Over the past two years, the rise of responsible travel organizations, conservation NGOs, and purpose-driven travel blogs have helped    drive the conversation around travel and sustainability, helping to minimize the negative effects of tourism and turn travel into a positive force around the world. This shift has influenced travelers, themselves, as well. According to the Power of Purposeful Travel Survey by Capital One, nearly half of American travelers consider it a goal to give back to the communities they’re visiting when traveling. Increasingly, we as tourists are seeing responsible tourism as a genuine exchange and a more authentic way to travel — and, because of that, we’re finding it more enjoyable overall.   

How can you help promote purposeful travel? 

  • Support local businesses by buying directly from artisans and co-ops, seeking out knowledgeable guides, staying in locally owned accommodations, eating at restaurants that serve locally sourced food, and traveling in ways that benefit the local populations. 
  • Center community-based exchanges at the heart of your travel, and choose quality over quantity, fulfillment over checklists, and significant experience over service.

Taking more meaningful trips not only allows us to have a positive impact on the places we visit, encourages integrating our passions into our travel and ultimately get more out of our trips, it also results in more sustainable travel patterns. When combined, these actions add up to a new era of tourism, which will help us learn from our past patterns and manage overcrowding in destinations around the world.


That said, the problem is far from solved. The World Travel and Tourism Council recently published a study on the effects of overtourism and narrowed the results down to five major challenges: alienated local residents, degraded tourist experience, overloaded infrastructure, damage to the natural environment, and threats to culture and heritage.

How can we be a part of the solution? We can explore our own backyards, plan our adventures for the off-season, live more sustainably, and inform others about the global effects of overtourism.   

Though it will also take smarter decision-making by governments, tour operators, and responsible tourism NGOs to manage the environmental impacts of overtourism, we, as individual travelers, can push for change through our actions and speak out about the importance of purposeful travel.


Purposeful travel is about creating better places to live in and visit. It’s centered on experiences that benefit both the traveler and the location, and it prioritizes progress for the benefit of local communities. By infusing our journeys with purpose, we can maximize the benefits of tourism and minimize the negative, all while fostering stronger bonds between cultures and a greater respect of natural environments.

When we take the time to truly curate our travels and align our passions and curiosities with   the destinations on our boarding passes, we become closer with the soul of a place. When we connect with the soul of a place, we come home with more meaningful stories. And when we come home with more meaningful stories, we can’t help but share them with others. Our personal narratives contribute to a greater conversation, encouraging those around the world to view travel differently.

Traveling with intention may require more heart, thought, and time, but it gives back, twofold, what it takes. By putting in that extra effort, we can repair the damage done by overzealous travel, and give our journeys a purpose once more.

As a Capital One Purpose Project Partner,  Zach Houghton, founder of Passion Passport, will be sharing his purposeful travel experiences  and how travel has shaped his life on his blog and social media channels.  Follow along and share your stories with #MeaningfulMoments.

Find more tips on how to travel with  purpose on the Capital One Purpose Project Hub, in collaboration with The Points Guy.

More about Passion Passport
  Passion Passport is a startup that provides inspirational and purpose-driven  travel storytelling, develops photo and video content, and designs experiential  campaigns for brands and tourism boards. Through each of its platforms, Passion  Passport seeks to unite its global community of travelers and spark meaningful  conversations and experiences.

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