Peace through Tourism
About Us
In partnership with the International Institute of Peace through Tourism*, our community of Peace Advocates is a collaboration of tourism related companies, community organizations, educational institutions and committed individuals, who are united to promote the 2025 UN International Year of Peace & Trust —and to then carry its spirit far beyond the calendar year. Together, we are advancing a shared mission to:
"Make Peace Part of Every Traveler's Journey."
Our Peace through Tourism network works to identify and integrate peace-building principles into company cultures and travel programming, with the goal of creating transformative experiences that empower individual travelers to become lifelong Ambassadors for Peace, whether exploring distant lands or engaging within their communities.
This initiative is not a moment—it's a movement. While 2025 offers a global spotlight, our commitment will continue to build a foundation that will grow across geographies and generations. Join us and help make this a more peaceful world through Tourism.
*The International Institute for Peace through Tourism (IIPT) is a not-for-profit global organization dedicated to fostering travel and tourism initiatives that contribute to international understanding, cooperation among nations, an improved quality of environment, cultural enhancement and the preservation of heritage and through these initiatives, helping to bring about a peaceful and sustainable world.
Our Vision
We believe travel & tourism can be a powerful catalyst for peace, building stronger global citizens, and helping foster a more peaceful & harmonious world.
Our Goals
Peace Understanding:
We will work within our tourism community to help establish a stronger understanding of what peace means within organizations and ways to help identify how peacebuilding can be further incorporated into existing cultures and operations. We all have legacy views of peace but here, we advocate to further understand what peace means and to identify ways to support a more robust and influential direction within our Company’s & Industry.
Peace Advocacy:
We will work within our tourism community to encourage all Companies to become active Peace Advocates and support opportunities for all travelers to be Peace Ambassadors, by working together to create meaningful travel journeys that are rooted in authentic engagement, respectful connections, inclusive practices and responsible stewardship
Peace Engagement:
We will work within our tourism community to support and enhance peacebuilding education, while developing actionable frameworks that enable & equip our community to incorporate peacebuilding elements into every traveler’s journey, making peace an intentional focus and successful outcome for local, domestic and international tourism.
Peace—Pass It On:
We will work within our tourism community to support creating & promoting public platforms to showcase and celebrate peace ambassadors and peace-building stories. By sharing meaningful travel experience we become peace influencers, elevating our transformative experiences into inspiring lessons - creating more awareness & inspiration that will contribute to building a more peaceful world.
By pursuing these goals, we can become a transformative force for peace within our Organizations, our Travelers, our Industry & the World.
