Tourism has really changed a lot over the three decades I have been observing it. One of the things that has taken roots in many tourists’ and destination managers’ mentality would be social tourism.

Traveling for pleasure used to be highly impersonal between the tourists and locals wherein very little concern or empathy influences the behavior of the visitors. Their main goal in going to another place is to have fun or have their travel interests be fulfilled with very little regard to the well-being of the locals because of the long-established culture of entitlement.

But thanks to the advent of empathy towards the communities visited, there is a growing movement towards Social Tourism – a more empathetic, conscious, and transformative form of travel. As a social tourist, one seeks to truly understand and connect with the people and places visited, while striving to make a positive impact on the communities.

The Heart of Social Tourism: Empathy

At the core of Social Tourism lies empathy – the ability to understand and share the feelings of others. Social tourists aim to immerse themselves in the lives and experiences of the local people, fostering a deeper connection and a greater sense of appreciation. By opening up to the emotions and perspectives of others, we not only enrich our own lives but also contribute to a more compassionate and understanding world.

But everybody knows that empathy could only be bourne out of education that leads to awareness and eventually, action. We can take a look at some examples how social tourism can put into action and make one an active social tourist who brings in more socio-economic benefits to communities that would otherwise be ignored or even t=be taken advantage of by unknowing tourists.

Examples of Social Tourism in Action

• Community-based Tourism

One way to become a social tourist is by participating in community-based tourism, where local people invite visitors into their homes and lives. This form of tourism promotes cultural exchange and direct economic benefits for the community. An example of this is the Maasai people in Kenya, who welcome tourists to their villages, providing insights into their traditional lifestyle, customs, and crafts. But this could be very difficult and complex to implement. Enough social and community preparation will have to be implemented on the part of the destination managers (most probably be a government agency) and on the part of tour operators, they must also conduct the right amount of preparation and laying down the rules and observance of social sensitivities before visiting a community.

• Voluntourism

Voluntourism, a blend of volunteering and tourism, is another way to engage in social tourism. By participating in projects that address social or environmental issues, tourists can make a meaningful impact on the communities they visit. For instance, you could volunteer at a local school in rural Nepal, helping to improve educational infrastructure and teach English to the children. One can also volunteer in helping out farming communities that are running out of able-bodied men and the ones tending the plots are already too old.

• Sustainable Tourism

As a social tourist, it's essential to adopt sustainable practices that minimize harm to the environment and local communities. This includes supporting eco-friendly accommodations, using public transport, and patronizing local businesses. An example of sustainable tourism is the Lapa Rios Ecolodge in Costa Rica, which prioritizes the conservation of local biodiversity and supports the surrounding communities through employment and educational initiatives. Many other destinations have started implementing sustainable tourism practices that the tourists only need to follow the rules or guidelines. However, in some areas where sustainable tourism hardly made any foothold yet, socially conscious tourists would have to take on the role of becoming a prime example in practicing social tourism. A good example would be having one’s personal water bottle to lessen the provision of disposable water bottles. The facility owners and other tourists might use it as an a-ha! moment on how they can practice sustainable tourism.

• Cultural Immersion Experiences

Social tourism can also involve engaging in cultural immersion experiences, which allow you to learn about and participate in local customs, traditions, and daily life. For example, you might spend a day with a Balinese family, learning how to cook traditional meals and attending a local temple ceremony.

Tips for Becoming a Social Tourist

1. Do your research: Understand the social, economic, and environmental context of your destination before your trip. This will help you make informed choices about where to stay, what to do, and how to interact with the community.

2. Learn the language: Even just learning a few basic phrases in the local language can open doors to more authentic interactions with the people you meet. A good tip would be learning the “respect” words that may not exist in one’s language. Examples of respect words would po or opo (yes) in Filipino and Juseyo (roughly: please) in Korean.

3. Respect local customs and traditions: Be aware of the cultural norms in the places you visit and adjust your behavior accordingly. This shows respect for the community and enhances your experience.

4. Do the computations. Before haggling with a local seller, try to compute first how much time, material and energy the local has spent for the product. There are cases in rural destinations that the haggled value of an item would only be equivalent to the cost of the material.

5. Support local businesses: Whenever possible, choose to spend your money at locally-owned businesses, as this directly benefits the community and helps preserve its unique character.

6. Travel with an open mind and heart: Be prepared to challenge your own preconceptions and embrace new experiences. Listen to people's stories, ask questions, and share your own perspectives.

Conclusion

Social Tourism offers a unique opportunity for travelers to engage with the world more deeply and meaningfully, cultivating empathy and fostering genuine connections. By embracing this form of travel, we can create a positive impact on the communities we visit, while enriching our own.