The tourism industry increasingly seeks to attract high-value travelers who spend more and stay longer, but is it still missing the mark?
ROOTED IS a...
Solutions platform at the intersection of sustainable tourism, storytelling, and social impact.
Rooted's mission is to responsibly document, support, celebrate, and share sustainable travel-related initiatives that prioritize local communities and the planet – and to help others do the same.
Nepal
In the buffer zone of Chitwan National Park, local residents who used to kill wildlife that strayed onto farmland now keep poachers at bay.
Colombia
In Miravalle Territorial Area for Training and Reincorporation, ex-FARC guerillas laid down rifles for
rafting paddles and established a tourism business to sustain their village.
India
In Ladakh, a trekking company has electrified more than 100 remote villages, providing work for women and discouraging youth from migrating to urban areas.
Around the world, people have found creative ways of responding to some of the world’s most pressing issues.
It’s time we hear their stories.
Rooted is a resource and source of inspiration for new and seasoned professionals eager to approach the travel industry from a solutions-oriented and community-focused perspective. It provides ideas and insight for aligning tourism-related work with the UN's sustainable development goals.
Rooted is created and curated by JoAnna Haugen, a global citizen with decades of industry, international living, and traveling experience. Her goal is to help tourism professionals decolonize travel and support sustainable development using strategic storytelling.
For Content Creators
Unlock the potential of your critical role in the travel industry and responsibly use your influence.
For Travel Service Providers & Destinations
Support communities' holistic wellbeing and sustainable development goals by turning passive travelers into powerful word-of-mouth ambassadors.
For Travelers
Approach your travels with intention, a sense of curiosity, and an open mind.
Other Resources
The Resource Hub is a list of internal and external resources, carefully curated to make sure you have the very best, most comprehensive information at your fingertips, regardless of your role.
Recent Stories
Your company’s product or service isn’t unique, but your purpose and origins are. Are you successfully sharing this travel brand story?
Language evolves and what is appropriate right now could change tomorrow. But today, take advantage of existing responsible storytelling tools.
Travel content creators have a responsibility for conducting their work more honestly and transparently than they have in the past.
“Yes, but” curtails conversation. “Yes, and” encourages rethinking and opens up new possibilities, which are needed in the tourism industry.
Tourism focuses on inbound travelers, but physical distance of travel isn’t required for people to have transformational experiences.
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- Opportunities for highlighting your stories.