by Lacey Pfalz
Last updated: 10:45 AM ET, Thu September 25, 2025
Tourism Cares’ 2026 North America Meaningful Travel Summit will put responsible travel at the forefront next year, with its chosen destination as Asheville, North Carolina, a community devastated by Hurricane Helene last year.
The event, to be held April 14-16, will support the destination’s recovery while focusing on the future of sustainable, responsible travel.
Travel and tourism professionals will be able to connect with local leaders and peers, and immerse themselves in the Asheville community. Asheville-area partners will be added to Tourism Cares’ Meaningful Travel Map, and will be integrated into the event’s educational and community experience programming.
Throughout the summit, attendees will learn about sustainable tourism, participate in in-community experiences that range from tours to volunteering, and participate in networking and collaboration with people from around North America.
Dewayne Barton, owner of Hood Huggers Tours in Asheville, awaits to greet guests for a guided Black history tour of Asheville, North Carolina. (Photo Credit: ExploreAsheville.com)
“In the face of Hurricane Helene, Asheville has demonstrated profound strength in its commitment to rebuilding through sustainable, equitable tourism, making it an ideal place to host our Summit,” shared Greg Takehara, CEO of Tourism Cares. “It is also a destination rooted in creativity, innovation, and community spirit – and that was never lost, even in the destruction following Helene. We’re eager to bring tourism professionals together to help chart a future where tourism serves as a force for long-term resiliency and recovery for Asheville, and beyond.”
Asheville is a recognized climate city and home to a biologically diverse ecosystem in the Blue Ridge Mountains. The event will provide an opportunity for attendees to donate to Explore Asheville’s “Always Asheville” grant fund, which provides critical funds needed to keep small travel and hospitality businesses alive in the wake of the hurricane.
“In the face of unprecedented challenges due to Hurricane Helene, our region has made remarkable progress and has powerful opportunities ahead,” said Vic Isley, President & CEO of Explore Asheville. “We’re rebuilding smarter, and hosting the 2026 Meaningful Travel Summit allows us to highlight how intentional tourism can align with those values and have the Asheville area serve as a living case study for destinations around the world.”
Attendees can register for early-bird registration by December 31, saving them 25 percent on registration fees.
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