Adventure Travel Trade Association (ATTA) has joined forces with the UnTours Foundation to launch the Reset Tourism Fund, a breakthrough initiative aimed at empowering sustainable tourism businesses through flexible capital and community-focused support. This strategic partnership intends to help companies rebuild and grow after recent disruptions, while reinforcing their commitment to ethical practices and environmental stewardship.
Origins and Purpose of the Reset Tourism Fund
UnTours Foundation initially unveiled the Reset Tourism Fund in early 2023, backed by industry leaders such as Expedia Group, TUI Care Foundation, Flywire, and B Tourism, alongside ATTA. The fund launched with a $10 million target to support tourism businesses making purposeful, positive impacts on communities and ecosystems.
By late 2024, the fund had already raised $1.5 million, exceeding its initial Phase One target. So far, it has supported 30 changemaking businesses across countries in the U.S., Mexico, Kenya, Ecuador, Rwanda, Zambia, and Indonesia. Notable beneficiaries include the Indigenous-run Kapawi Ecolodge in Ecuador’s Amazon, supported to expand its capacity with funding that enabled a new family bungalow and community summit.
Objectives and Eligibility
The Reset Tourism Fund offers flexible financial support in the forms of grants, low-interest loans, revenue-based financing, and equity investments, ranging between $10,000 and $100,000 per recipient.
The fund targets businesses deeply rooted in tourism, including:
- Lodgings (hotels, B&Bs),
- Tour operators and guides,
- Cultural centers, museums, and activity providers,
- Restaurants and catering services,
- Transport services in tourism,
- Other related service providers.
Applicants are encouraged to demonstrate alignment with the fund’s guiding principles: sustainability, community resilience, equity, and environmental responsibility. Minority-owned, women-led, or underrepresented entities may receive special consideration.
Support Beyond Funding
In addition to financial investment, the Reset Tourism Fund offers:
- Technical Assistance — tailored mentorship in operations, sustainability integration, and growth strategy.
- Networking Access — connections with industry professionals, potential funders, and peers.
- Visibility and Marketing — promotional exposure via ATTA’s global network, helping recipients gain broader recognition.
Momentum and Industry Scaling
The Reset Tourism Fund is already expanding its influence globally. In July 2025, the fund’s profile was elevated through engagements with high-impact platforms, including events hosted by WWF–Singapore and Travalyst, where key tourism leaders convened to discuss sustainability and investment in grassroots tourism ventures.
Moreover, the fund serves as the foundation for the newly launched Meaningful Travel Fund, created in partnership with Tourism Cares. This initiative channels philanthropic resources to tourism businesses listed on the Meaningful Travel Map, reinforcing a sustainable and inclusive model for global tourism development.
Why This Matters for Tourism
The Reset Tourism Fund addresses a critical gap: small and medium-sized tourism businesses—making up 80% of the sector—often lack access to flexible capital, which hampers their ability to innovate sustainably. With growing traveler preference for responsible and community-centered experiences, this fund equips grassroots tourism operators to meet market demand while safeguarding cultural and environmental resources.
Key Highlights at a Glance
- Fund Launch: 2023, with $10M goal supported by ATTA and UnTours Foundation.
- Raised to Date: $1.5M raised by 2024, with 30 businesses funded.
- Investment Focus: $10K–$100K; grants, loans, equity.
- Core Criteria: Sustainability, equity, community impact.
- Additional Support: Mentorship, networking, promotional outreach.
- Impact Areas: Sustainable lodging, community tourism, indigenous-led ventures.
- Collaborations: Tourism Cares (Meaningful Travel Fund), WWF–Singapore, Travalyst.
Looking Ahead
As the tourism industry continues to recover and transform post-pandemic, the Reset Tourism Fund sets a powerful precedent—championing equitable growth, environmental stewardship, and community wealth-building. With ATTA as its advocacy arm and UnTours Foundation managing operations, this fund is on track to close the $10M target, multiply its impact, and redefine how tourism invests in its future.
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