Fair tourism and education for citizenship and international solidarity: between awareness and commitment.

Fair tourism is not just a more ethical way of conceiving commercial relations between partners throughout the tourism value chain. This form of tourism aims just as much to be a powerful vector for raising awareness and transforming individuals, enabling travellers to develop intercultural sensitivity and committed citizenship.

As part of the 18 March 2025 session of the International Organisation of Social Tourism's ‘Community and Fair Tourism’ working group, professionals from the sector shared their experiences and debated the mechanisms that enable the practice of fair and solidarity tourism to be anchored in a rationale of education for international solidarity. To illustrate these reflections, the members of the working group were pleased to welcome two speakers with rich and complementary experiences:

• Chiara Utro, from Addiopizzo Travel, who presented her travel agency's innovative concept: supporting local stakeholders who refuse to submit to the mafia. She explained how this initiative embodies a new form of civic and ethical commitment in tourism.
• Gaëlle Martin, from Grandir Aventure, whose agency has been awarded the ‘Tourisme Équitable’ (Fair Tourism) label by the ATES and specialises in holidays for teenagers and young adults. She told us about the research carried out to analyse the impact of fair tourism on the younger generation's understanding of the world and their commitment to citizenship.

Other members of the group also shared their experiences and analyses.

A lever for learning and awareness-raising

Travel is often seen as a time for relaxation and discovery. However, in the context of fair tourism, it is transformed into an immersive experience that encourages critical reflection on the economic, social and historical realities of the destinations visited. Far from the preconceived ideas promoted by traditional tours, travellers are invited to discover ‘the other side of the postcard’, to meet committed local stakeholders, to understand the dynamics of local development and to develop a clearer understanding of global interdependence. By raising travellers' awareness of the values of the social and solidarity-based economy and the possibility of a positive alternative form of globalisation, while at the same time providing them with a thrilling experience, fair tourism is a powerful lever for changing behaviour, particularly consumer behaviour!

In this context, initiatives such as that of Addiopizzo Travel in Sicily offer an eloquent example of how tourism can be part of an approach that fights against systems of economic and social oppression. By encouraging travellers to support businesses that refuse to pay the ‘pizzo’ - a mafia tax - this type of tourism is not limited to more ethical consumption, but becomes a genuine act of citizenship. Similarly, Grandir Aventure's fair-trade holiday camps enable young participants to integrate notions of international solidarity and respect for local cultures into their personal development.

Emotions, catalysts for commitment

One of the fundamental aspects of fair tourism is the sensitive experience of the traveller. Far from being a simple transmission of academic knowledge, direct contact with local populations, life stories and confrontation with sometimes difficult realities arouse strong emotional reactions. This emotional charge can be a determining factor in the evolution of travelers' representations and behaviors.

The speakers emphasized the importance of these emotions in anchoring lasting awareness. A tourist who visits a district of Palermo where shopkeepers are resisting the mafia does not leave indifferent: he is touched by the bravery of the inhabitants and perceives in concrete terms the impact of his consumer choices. Similarly, a teenager who takes part in a solidarity exchange in Madagascar may, on his return, rethink the way he perceives inequalities and civic commitment.

Measuring and sustaining impact

But how can we measure the real impact of these experiences on travellers and host communities? Assessing the impact of fair tourism remains a complex issue. While tools such as post-trip questionnaires and qualitative interviews can be used to gather testimonials and quantify certain effects, they do not always capture changes in behavior over the long term. Sometimes, fair trade travel can “plant a small seed” that will germinate several years later.

However, this awareness-raising must be part of an economic scheme designed to support local initiatives and encourage the emancipation of local populations, otherwise harmful stereotypes will be perpetuated: the aim is not to “ease the conscience” of travelers by enabling them to carry out charitable deeds, to contribute to “doing good” through the tourism experience, but to create the conditions for genuine solidarity between peoples, mutual understanding and the reduction of inequalities.

Participants discussed the various ways of tracking travelers' commitment after their experience. Some players in the sector are working to set up exchange platforms enabling former travelers to share their post-stay actions and get involved in local initiatives linked to their experience. This continuity is essential if we are to ensure that travel is not just an exotic interlude, but a stage in a lasting civic commitment.

Between economic viability and attractiveness of the model

Another major issue discussed during the round table was the economic viability of fair trade tourism. While the offer is attracting an increasing number of travelers in search of meaning and authenticity, it still faces competition from conventional tourism. Can education in citizenship and international solidarity be an attraction for customers, a commercial argument, or on the contrary a deterrent for audiences looking for entertainment and adventure?

The professionals present emphasized the need to diversify offers and communicate better on the added value of fair tourism. Travelers are increasingly sensitive to ethical issues, but they still need to be informed about the alternatives available to them. Better online visibility, clear labelling and engaging testimonials can play a decisive role in democratizing these practices.

Conclusion: tourism as a vehicle for transformation

In the end, fair trade tourism is more than just a means of ethical consumption. It is a powerful awareness-raising tool, capable of transforming travelers' vision of the world and strengthening their civic commitment. Thanks to innovative initiatives, authentic encounters and a strong emotional narrative, it builds bridges between cultures and promotes a more united vision of travel.

However, for this impact to be lasting and significant, it is essential to continue working on measuring the effects of fair tourism, on its economic viability and on disseminating its values to a wider public. It's a daunting challenge, but the discussions at this round table show that industry players are resolutely committed to this dynamic.