Travel by B Corp has introduced a toolkit to help travel companies build citizen science programs that involve travelers in research during travel.
Developed with Nova School of Business and Economics, the toolkit provides best practices targeted to tour operators, hotels and other travel providers. The content aims to help travel companies build programs that enable travelers to contribute to scientific research “while safeguarding integrity and avoiding greenwashing.”
The Citizen Science Guidance and Implementation Toolkit outlines how businesses can identify scientific partners, structure optional participation and build programs that continue beyond a single campaign or season.
According to Travel by B Corp, a collective of Certified B Corp travel and hospitality businesses, travelers increasingly want to “make a positive impact” during travel, amid increased focus on sustainability.
For researchers, travel represent an untapped resource that could help to collect data across a broad range of locations and time periods, it said.
The guide draws a distinction between citizen science and marketing-led sustainability activity.
It defines citizen science as guest participation in scientific research, with data collected through observations, photos, audio recordings or simple measurements. The data is then validated by scientific partners such as universities, non-governmental organizations (NGOs) and research institutions.
Recommendations are provided on how to adapt activities for different contexts and travel parties.
For tour operators, the toolkit points to activities such as species observation, wildlife logging and simple water or soil sampling. Hotels and lodges can consider low-effort options such as shoreline monitoring, biodiversity tracking and night sky or bat-listening activities that can be integrated into existing guest touchpoints.
The resource also provides specific examples of projects implemented by Travel by B Corp member companies.
Intrepid Travel, for example, established a partnership with the University of Birmingham that enabled travelers on high-altitude treks in Nepal to contribute overnight oxygen-level data for an altitude sickness study.
Exodus Adventure Travels established a partnership with iNaturalist to let travelers log wildlife sightings during selected trips. These reports are added to a biodiversity database used in research and conservation efforts.
Rochelle Turner, head of impact EMEA at Intrepid Travel and co-chair of Travel by B Corp, said the initiative is intended to help travel companies turn traveler participation into more structured scientific contributions.
“Travel has the potential to create value far beyond economic benefit,” Turner said. “When designed intentionally, travel can deepen connections to place, support scientific knowledge and contribute to the long-term health of destinations.”